[twitter-dev] Re: Promoted Content: API Changes
I Agree with Tom. Please explain more on how this will benefit end- users and developers and not simply be a revenue stream for you. Thanks. On Aug 9, 8:50 pm, Tom van der Woerdt i...@tvdw.eu wrote: Hi Matt and other developers, If I understand correctly, Promoted Trends are advertisements, and they aren't necessarily trending topics. Basically what Twitter is trying to do here is let the desktop clients show Twitter's advertisements as well? Is there any benefit to the developers and/or the users for doing this? Correct me if I am completely wrong (wouldn't be the first time today) but Twitter is offering it's own advertisements to developers - I don't see why any developer would implement that. Tom On 8/9/10 9:36 PM, themattharris wrote: Hey Developers, As you might know, this year Twitter launched a suite of Twitter Promoted Products, including Promoted Tweets (http://blog.twitter.com/ 2010/04/hello-world.html) and Promoted Trends, which advertisers can use to deepen their engagement with Twitter users. To date, these products have been shown to users on Twitter.com. Over time, we plan to extend the products to ecosystem partners. Today, we made an update to one of our APIs that gets us closer to that objective. Clients using the API will see new fields related to promoted content in the response they get back from the /1/trends/current.json request and any local trends requests. These two new data points will show in the json response as events and promoted_content. We are still building the data points out and have more updates to make. Whilst that is happening, the two data points won't be able to return any useful content, and instead will have a value of 'null'. Over the next few months, we will begin beta testing with a handful of desktop applications. During this period, we aim to learn a lot, and we will apply those lessons when we expand distribution of Twitter Promoted Products to the broader ecosystem. We'll continue to keep you posted on other developments and changes as they happen. Best, Matt -- Matt Harris Developer Advocate, Twitter http://twitter.com/themattharris
[twitter-dev] Re: Promoted Content: API Changes
Thanks for the replies, it’s really helpful to know what your thoughts and questions about the promoted products are. I’ve caught up with the team who are working on this and discussed your questions with them. Here's what I find out. We began testing Promoted Trends in June as an extension of our Promoted Tweets which were launched in April. So we all have the same understanding of what these products are i’ll explain them here. A Promoted Trend is one a topic which is already trending on Twitter but not popular enough to make it onto the Trending Topics list. A topic which isn’t popular on Twitter already cannot become a Promoted Trend. A Promoted Tweet is a Tweet which businesses and organisations want to highlight to a wide range of users. They have the same functionality as a regular Tweet except a Promoted Tweet will be highlighted at the top of some of our search results pages. Until today the Promoted Tweets and Trends were only shown to visitors on twitter.com. The API additions today take us closer to syndicating both those products to third parties. How this works out and ends up with everybody is one of the reasons we started the beta test with a handful of partners. As developers the benefit to you of displaying the Promoted Products is that Twitter will share revenue with you. We’re still working out the exact value and will keep you informed on developments. For users the benefit is that they will see time, context and event sensitive trends promoted by advertising partners. Only Tweets which users engage with will be kept. This means if users don’t interact with a Promoted Tweet it will disappear. Some more information is on our support site: http://support.twitter.com/articles/142161-advertisers http://support.twitter.com/groups/35-business/topics/127-frequently-asked-questions/articles/142101-promoted-tweets Best, Matt On Aug 9, 1:12 pm, scotth_uk satsc...@gmail.com wrote: I Agree with Tom. Please explain more on how this will benefit end- users and developers and not simply be a revenue stream for you. Thanks. On Aug 9, 8:50 pm, Tom van der Woerdt i...@tvdw.eu wrote: Hi Matt and other developers, If I understand correctly, Promoted Trends are advertisements, and they aren't necessarily trending topics. Basically what Twitter is trying to do here is let the desktop clients show Twitter's advertisements as well? Is there any benefit to the developers and/or the users for doing this? Correct me if I am completely wrong (wouldn't be the first time today) but Twitter is offering it's own advertisements to developers - I don't see why any developer would implement that. Tom On 8/9/10 9:36 PM, themattharris wrote: Hey Developers, As you might know, this year Twitter launched a suite of Twitter Promoted Products, including Promoted Tweets (http://blog.twitter.com/ 2010/04/hello-world.html) and Promoted Trends, which advertisers can use to deepen their engagement with Twitter users. To date, these products have been shown to users on Twitter.com. Over time, we plan to extend the products to ecosystem partners. Today, we made an update to one of our APIs that gets us closer to that objective. Clients using the API will see new fields related to promoted content in the response they get back from the /1/trends/current.json request and any local trends requests. These two new data points will show in the json response as events and promoted_content. We are still building the data points out and have more updates to make. Whilst that is happening, the two data points won't be able to return any useful content, and instead will have a value of 'null'. Over the next few months, we will begin beta testing with a handful of desktop applications. During this period, we aim to learn a lot, and we will apply those lessons when we expand distribution of Twitter Promoted Products to the broader ecosystem. We'll continue to keep you posted on other developments and changes as they happen. Best, Matt -- Matt Harris Developer Advocate, Twitter http://twitter.com/themattharris
Re: [twitter-dev] Re: Promoted Content: API Changes
Hi Matt, Thanks for your reply :-) I just discussed it with a few of my users (gotta love the community). Replies in the mail below. On 8/10/10 12:18 AM, themattharris wrote: Thanks for the replies, it’s really helpful to know what your thoughts and questions about the promoted products are. I’ve caught up with the team who are working on this and discussed your questions with them. Here's what I find out. We began testing Promoted Trends in June as an extension of our Promoted Tweets which were launched in April. So we all have the same understanding of what these products are i’ll explain them here. A Promoted Trend is one a topic which is already trending on Twitter but not popular enough to make it onto the Trending Topics list. A topic which isn’t popular on Twitter already cannot become a Promoted Trend. Effectively an advertisement. If I wanted to push my application (about 1 tweet per day), I could simply contact Twitter and make my application a Promoted Trend, right? To me (and my users) that is an advertisement. A Promoted Tweet is a Tweet which businesses and organisations want to highlight to a wide range of users. They have the same functionality as a regular Tweet except a Promoted Tweet will be highlighted at the top of some of our search results pages. Easily compared to a Google advertisement - which is also just a message on the bottom of a page, except that in the case of Twitter it looks like a real Tweet. Until today the Promoted Tweets and Trends were only shown to visitors on twitter.com. The API additions today take us closer to syndicating both those products to third parties. How this works out and ends up with everybody is one of the reasons we started the beta test with a handful of partners. As developers the benefit to you of displaying the Promoted Products is that Twitter will share revenue with you. We’re still working out the exact value and will keep you informed on developments. This will either make the people of TweetDeck etc *very* rich, or it won't get the smaller developers (like myself) a thing. ;-) For users the benefit is that they will see time, context and event sensitive trends promoted by advertising partners. Only Tweets which users engage with will be kept. This means if users don’t interact with a Promoted Tweet it will disappear. Tell me: what's the actual gain for the user? When I started displaying a Google Ad on my first website (years ago), some people stopped visiting the site. How is this kind of advertisement different? Some more information is on our support site: http://support.twitter.com/articles/142161-advertisers http://support.twitter.com/groups/35-business/topics/127-frequently-asked-questions/articles/142101-promoted-tweets Best, Matt Tom PS: This is what my community thinks - Please don't consider it pointless bashing ;-) On Aug 9, 1:12 pm, scotth_uk satsc...@gmail.com wrote: I Agree with Tom. Please explain more on how this will benefit end- users and developers and not simply be a revenue stream for you. Thanks. On Aug 9, 8:50 pm, Tom van der Woerdt i...@tvdw.eu wrote: Hi Matt and other developers, If I understand correctly, Promoted Trends are advertisements, and they aren't necessarily trending topics. Basically what Twitter is trying to do here is let the desktop clients show Twitter's advertisements as well? Is there any benefit to the developers and/or the users for doing this? Correct me if I am completely wrong (wouldn't be the first time today) but Twitter is offering it's own advertisements to developers - I don't see why any developer would implement that. Tom On 8/9/10 9:36 PM, themattharris wrote: Hey Developers, As you might know, this year Twitter launched a suite of Twitter Promoted Products, including Promoted Tweets (http://blog.twitter.com/ 2010/04/hello-world.html) and Promoted Trends, which advertisers can use to deepen their engagement with Twitter users. To date, these products have been shown to users on Twitter.com. Over time, we plan to extend the products to ecosystem partners. Today, we made an update to one of our APIs that gets us closer to that objective. Clients using the API will see new fields related to promoted content in the response they get back from the /1/trends/current.json request and any local trends requests. These two new data points will show in the json response as events and promoted_content. We are still building the data points out and have more updates to make. Whilst that is happening, the two data points won't be able to return any useful content, and instead will have a value of 'null'. Over the next few months, we will begin beta testing with a handful of desktop applications. During this period, we aim to learn a lot, and we will apply those lessons when we expand distribution of Twitter Promoted Products to the broader ecosystem. We'll continue to keep you posted on other
Re: [twitter-dev] Re: Promoted Content: API Changes
Quoting themattharris thematthar...@twitter.com: A Promoted Trend is one a topic which is already trending on Twitter but not popular enough to make it onto the Trending Topics list. A topic which isn’t popular on Twitter already cannot become a Promoted Trend. Let's say I've produced a movie - I am a Villager - Diary of a Werewolf. I've promoted that movie lots of places, and people are starting to talk about it on Twitter. How do I know when it makes it into the already trending on Twitter but not popular enough position? Does Twitter's sales team call me up and say, We've noticed that 'I am a Villager' is an emerging trend - would you like to buy 'Promoted Tweets' and 'Promoted Trends'? Or does the studio or an agency come to Twitter at the beginning of the campaign and say, We've got a really great movie coming out and want to buy exposure on Twitter. How do we do that? I would hope and pray that it's the latter! I would hope it's something like the Old Spice campaign that some of my friends here in Portland helped to build. There *have* to be planning, coordination, partnerships, tools, design, metrics, analytics, key performance indicators, etc. to make this stuff work. As developers the benefit to you of displaying the Promoted Products is that Twitter will share revenue with you. We’re still working out the exact value and will keep you informed on developments. Is there a penalty attached to *not* displaying them? Is there a penalty attached to ignoring the whole API? ;-) For users the benefit is that they will see time, context and event sensitive trends promoted by advertising partners. Only Tweets which users engage with will be kept. This means if users don’t interact with a Promoted Tweet it will disappear. Like all of the other Twitter services, there's what the web application reads and writes and what third-party tools read and write on behalf of users via the API. Is there going to be a distinction in the metrics for resonance of a Promoted Tweet between interactions coming from the web application and interactions coming from other sources? Will the analytics be available to the third-party developers, or do we need to build those into our applications? -- M. Edward (Ed) Borasky http://borasky-research.net http://twitter.com/znmeb A mathematician is a device for turning coffee into theorems. - Paul Erdos
[twitter-dev] Re: Promoted Content: API Changes
Hey Matt, I want to make sure I understand the comment you made about We’re still working out the exact value and will keep you informed on developments. Is that in reference to the rev share for Promoted Tweets? Dick C was really clear that it was 50/50 split at Chirp (http:// techcrunch.com/2010/04/14/twitter-execs-address-the-big-question- monetization/). That hasn't changed, right? Thanks, -mike On Aug 9, 7:10 pm, M. Edward (Ed) Borasky zn...@borasky- research.net wrote: Quoting themattharris thematthar...@twitter.com: A Promoted Trend is one a topic which is already trending on Twitter but not popular enough to make it onto the Trending Topics list. A topic which isn’t popular on Twitter already cannot become a Promoted Trend. Let's say I've produced a movie - I am a Villager - Diary of a Werewolf. I've promoted that movie lots of places, and people are starting to talk about it on Twitter. How do I know when it makes it into the already trending on Twitter but not popular enough position? Does Twitter's sales team call me up and say, We've noticed that 'I am a Villager' is an emerging trend - would you like to buy 'Promoted Tweets' and 'Promoted Trends'? Or does the studio or an agency come to Twitter at the beginning of the campaign and say, We've got a really great movie coming out and want to buy exposure on Twitter. How do we do that? I would hope and pray that it's the latter! I would hope it's something like the Old Spice campaign that some of my friends here in Portland helped to build. There *have* to be planning, coordination, partnerships, tools, design, metrics, analytics, key performance indicators, etc. to make this stuff work. As developers the benefit to you of displaying the Promoted Products is that Twitter will share revenue with you. We’re still working out the exact value and will keep you informed on developments. Is there a penalty attached to *not* displaying them? Is there a penalty attached to ignoring the whole API? ;-) For users the benefit is that they will see time, context and event sensitive trends promoted by advertising partners. Only Tweets which users engage with will be kept. This means if users don’t interact with a Promoted Tweet it will disappear. Like all of the other Twitter services, there's what the web application reads and writes and what third-party tools read and write on behalf of users via the API. Is there going to be a distinction in the metrics for resonance of a Promoted Tweet between interactions coming from the web application and interactions coming from other sources? Will the analytics be available to the third-party developers, or do we need to build those into our applications? -- M. Edward (Ed) Boraskyhttp://borasky-research.nethttp://twitter.com/znmeb A mathematician is a device for turning coffee into theorems. - Paul Erdos
