Andy on Twitter

  • Publicis prioritizing investment is super smart. Nothing to be gained from investing in Cannes. Way over priced ,
  • Cannes this year is both shallow and disappointing. Some ok content but overly commercial and no CMO agenda ,
  • Shares in Cannes Lions' owner fall as Publicis pulls out and WPP voices doubts ,
  • All marketing arcs lead to membership. @Cannes_Lions,
  • Sharing = currency of communications. The system (social media) carries the currency and enables transactions . @Cannes_Lions,
  • Better never stops @Cannes_Lions,
  • Love the power of great brands + great artists + great institutions being drawn together by the artist ,
  • Yup ,
  • Unification of Unilever marketing org means better control over assets - less duplication/volume and more localization @Cannes_Lions,
  • Keith makes a fair point on reach - is about reaching those you haven't reached. @Cannes_Lions,
  • Creativity is last source of competitive advantage. Maybe... ,
  • Unstereotyped ads perform 25% better. a convenient number? but just the same a powerful point if even 5% better. @keithweed,
  • Brand safety and suitability go hand in hand. Some progress made but way to go. @keithweed,
  • Time to tackle the bots. Rip the ad fraud out. No such thing as cheap media. @Cannes_Lions,
  • Must count 100% of pixels as a view. Not 50% and not less. Need for 3rd party verification @Cannes_Lions,
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Musing on Twitter …

Reflecting on Ben’s latest post on Twitter and their obsession with live…  One year ago Twitter committed to a “live” strategy; management wrote in a letter to shareholders:

We’re focused now on what Twitter does best: live. Twitter is live: live commentary, live connections, live conversations. Whether it’s breaking news, entertainment, sports, or everyday topics, hearing about and watching a live event unfold is the fastest way to understand the power of Twitter. Twitter has always been considered a “second screen” for what’s happening in the world and we believe we can become the first screen for everything that’s happening now. And by doing so, we believe we can build the planet’s largest daily connected audience. A connected audience is one that watches together, and can talk with one another in real-time. It’s what Twitter has provided for close to 10 years, and it’s what we will continue to drive in the future.

For me Twitter isn’t about live. And if it was, they’d need a much clearer interface to surface and filter live events. The noise to signal ratio is too off the charts for an enjoyable live experience on Twitter. 

For me Twitter is about moments that the user chooses to broadcast and the audience chooses to consume on their time. We time-shift “live” to best fit our day. Adam Bain gave me the same insight over lunch sometime ago. That isn’t a live strategy – its a capture, share, curate strategy… the stream is where my moments live.

Twitter remains my go-to social platform. But its stagnating. The genius of the original product idea is close to being exhausted. So what will Twitter do next? 

Speak Up — Add Your Thoughts

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