Using Twitter’s Vine App for Business

Vine May Revolutionize Twitter (and maybe the rest of social media)

Do you remember when GIF’s (those moving looped pictures, sort of like really short videos) with your name in sparkles that everyone was posting on MySpace was something to get excited about? Then, with the demise of MySpace, the GIF fell out of favor to regular static images with Facebook’s clean, uniformed look.

Today, GIFs have come back in a really powerful way, plastering the pages of social sites like imgur and Tumblr. People love GIFs on these sites, and anyone who can make them is almost considered a demi-god. On the flip side, the two social media giants (Twitter and Facebook), have not supported this type of media on their site, until now that is. The technology that is making this all possible is Twitter’s new Vine app.

With the new Twitter Vine app, users can post six second looped videos to Twitter and other social media sites (although, Twitter and Facebook seem to be in a little bit of a tiff with each other, so when we’ll get support for Facebook is anyone’s guess, if at all).

Despite it’s relatively short time on the app scene, it’s made a massive impact. Not just with the general public, but with ad campaigns as well. Six seconds might not seem like a lot of time, but if Robert De Niro says you can tell a story in six seconds, then Twitter Vine should be on your radar. In this post, we’ll share some ideas on how the Twitter Vine app can spice up your engagement with your audience online.

Employee Interaction

According to trendwatching.com, Clean Slate brands (Companies that are more responsive to it’s customer base and more transparent about how they run their business) are on the rise. I, for one, like to know that the companies I give my money to appreciate their workers and that it’s a fun environment to work.

Twitter Vine app can show off those activities (company breakfasts/lunches) and any random fun that happens around the office. You want to space those posts out, so you don’t look as if you’re goofing off all the time, but ultimately showing your customers you can have a little fun every once in a while will potentially foster a closer relationship with them (and prove you’re not robots).

Customer Interaction

Another good way to get customers involved with your company is to show other customers interacting with you.

Twitter Vine app would be fantastic for any company who goes to conventions or trade shows. For example, if you’re a regular attendee of any Comic Con, you can use Twitter Vine to send real time updates of any cool related cosplays, or if anyone famous stops at your booth. If you have an interactive booth, you can show people exploring your space. You can also show people interacting with your new product. There’s a lot of possibilities.

Exclusive Twitter Vine Content

Since Twitter’s Vine is, at the moment, mostly used in the twitterverse, you can give your followers exclusive content. If you have an active base of followers, this would be a good tactic to use to thank them and get them excited for what you have planned next.

A Visual Twitter Vine Portfolio

This would be an interesting way to show off your work for anyone who’s in a creative business (Fashion and accessories, especially). If you work in visual art, you can show clips of you working on your latest piece. The same can be said for fashion, and you can also upload clips from the runway. You can show off any upcoming projects or products.

What’s really exciting with Twitter’s Vine app is that you can use it for pretty much any kind of business, and for a multitude of things!

Hot Hot Hot UK Fashion Trends

The Latest Fashion Trends

The latest cool trends in fashion to hits London high street fashion shops are taking shoppers by storm. London high street shops and boutiques are showcasing the new fashion styles that everyone will want to be seen in. Harvey Nichols in Knightsbridge, London has dedicated the entire fourth floor to the hottest fashion labels around. Trendsetting designers featured on Harvey Nichols’ fourth floor fashion haven include London designers like Peter Pilotto and Meadham Kirchhoff.

Current hot looks featuring designers such as Peter Pilotto are being dubbed as the label to watch in 2010. International cool fashion label on display at Harvey Nichols include Brian Reyes and Cacharel, under the talented creations of ex-Lanvin designer C├ędric Charlier. Graphic prints at Holly Fulton have made an impression on the UK fashion trends scene.

Chic, cool and stylish Rochas, Stella McCartney and Celine went with the eighties look for the latest trend fashion styles in 2010. Like spring fashion trends in 2010, winter cool fashion trends for 2010 are about making a brazen and bold statement. The traditional stilettos was suddenly passed over for the hot new and more trendy kitten heels. Low heels are the latest trend so give your high heels a miss in exchange for ladylike kitten heels and slingbacks for winter.

Winter Fashion Trends

In 2010, the eighties bodysuit made yet another comeback. The return of this sassy eighties look also saw the return of endless group-exercise activities. Biker shorts and bumbags were the big news for the nineties revival look in the spring. Donna Karan brought back the eighties bodysuit is a stunning fashion trendsetting way to mark 25 years in fashion. Festival chic style makes dressing up and staying cool a cinch for the London fashionistas this year.

Not to be out done by the ladies apparel, fifties-style knickers were revived by Dolce & Gabbana. All over London, fashion celebrated a reissuing of classic designs from the glamourous fashion days gone by. Sweet trends including delicious Liquorice Allsorts Designers took their inspiration from Bassett’s sweets.

Wearing gloves this winter is sexier than ever if you go elbow length. Speaking of length, taking your midi line just below the knees is the hot new trends for dress wear. When in doubt, go with lots and lots of buttons as they are back with a vengeance.

For those really in the fashion know, Net-a-porter celebrates 10 years in business. The iPhone phenomenon brought fashion to your finger tips with hot fashion apps. Making shopping on your hand held devise just a matter of pressing a few clicks. The handy fashion apps also means that you can get the latest in fashion trend news via daily tweets.

iPhone Delivers Bling – iPod Touch Delivers Bang For App Economy

iPhone gets all the attention and the lion share of the paid app economy according to industry observers. However, it is the iPod Touch that is the workhorse in delivering the sheer numbers that drive the 2 billion+ app downloads. For marketers seeking to extend their brand targeting a teen-male-fashion-gadgets-social audience in the app economy, iPod Touch users represent the primary sweet spot.

Let’s take a step back for a moment and get the lay of the unit volume land. iPod Touch represents approx. 40% (22.3M*) of the global OSX installed base as of Q3 2009. In particular, iPod Touch has played particularly well in North America and the UK and proportionally continues to represent a larger install base than the global figures and coincidentally come in at the same level; approx. 46% (15.5M) and 46% (1.9M) of these respective markets.

Note: Apple does not release iPod Touch global or regional figures. However based on certain publicly available resources it is possible to reasonably estimate.

The rise in downloads continues to scale with the latest figures coming in at 10.5 million apps per day. But here is the real kicker. For every 1 app downloaded by an iPhone user; 1.8 apps are downloaded by an iPod Touch user, according to Admob. Almost double. This translates to iPod Touch consuming 54% (146M) of all apps globally and 12M in the UK in the month of September 2009. Given that iPhone volume is accelerating and iPod Touch is expected to grow within a stagnant overall iPod market, a crossover point is expected later this year. Nonetheless, the iPod Touch segment remains a key demographic versus the flash of its twin brother.

As a target audience how are iPod Touch users uniquely defined versus iPhone users? According to comScore and Flurry Analytics they have;

Lots of teen angst. 69% are between 13-24 years and are primarily characterized as teen centric

Less cash. Only 66% have at least 25K annual income

Zeal for fashion and gadgets. More likely to be in the market for mobile, clothes, TV’s and other consumer electronics

Voraciously share their lives. Made up of heavy MySpace, Facebook and SMS users

Of course, one thing both devices have in common is machismo, depending on which industry report you read they are 65-70%+ male.

Here is the slap in the face. iPod Touch users have an insatiable appetite to download the latest shiny new thing; however the tendency is to use it once and chuck it. According to Pinch Media, only 20-30% of users return after first use. Laughably this plummets to approx. 1% of users that continue with the product after 70-90 days. Indeed, Flurry with a much larger sample indicates that in North American and the UK the retention level is 12%. They define this as someone who has downloaded an app at some point in the past and has used the app in the past seven (7) days. Neither Pinch or Flurry break it down by device type, however given the trigger happy nature of iPod Touch users, I would suggest they bear the brunt of the responsibility for these types of stats popping up.

So, if you are a marketer wanting to target this teen-male-fashion-gadgets-social audience, what to do. I would suggest you either create a super engaging app or explicitly design a throw-away app. Don’t bother with the in-between. The app type should factor into your decision-making process as according to Flurry, categories like music, health & fitness and news tend have higher retention levels. In contrast categories like lifestyle and predictably entertainment have lower levels.

Often the best marketing is simply embracing user behaviour and not trying to get all fancy pants on your target market. Design for “use once & dump”, deliver a great one-off “pop” of utility that reinforces the brand. The bonus here is likely to be a faster and cheaper rollout based on a simpler concept realization process.

In contrast, the engaging app needs to deliver a well crafted experience in terms of content, design and go-to market elements. Part of that experience is the integration of social capabilities to appeal to that voracious sharing need mentioned earlier. The result is, hopefully, durability and traction over the long-term with your audience. Indeed, one might argue the reason why users download and use once is the large number of lame home-grown apps.

There you have it. Build a super engaging app or explicitly design a throw-away app.