Marketing In The Participation Age: Twitter’s Global Head Of Business Marketing

Marketing In The Participation Age: Twitter’s Global Head Of Business Marketing
SHARE
THIS



During the Daze of Disruption conference on Friday, Daina Middleton, global head of business marketing at Twitter (San Francisco) discussed how marketing has shifted from persuasion to participation and why participation on Twitter transcends the online world.

While two birds flitted around the room (which was an amazing piece of convenient branded content) Middleton presented the science behind persuasion and participation, as well as her experience during the shift.

To illustrate her point that persuasion has been replaced by participation; Middleton went through the formula she created for marketers about the science behind participation: D + E + C = P2. “This isn’t a scientific or mathematical formula, if you actually tried to put numbers through it and add it up it doesn’t work, it’s just how we remember it:

  • ‘D’ is about the fact we are human and we love to continue to learn about things. Even more important than learning is the fact that we like to become competent, so D is ‘discovery’ it’s about learning and competence.
  • ‘E’ is about empowerment; this just makes sense, if you want someone to participate, to take part in something, then you need to give them a meaningful role.
  • ‘C’ is about connection; again we’re humans we want to connect with other individuals who share in the same passions as we do.

“So ‘D’ is really easy for brands, for the most part, we like to talk about our products and service.  We might not necessarily think about how to make our consumers more competent about our products and service. ‘E’ and ‘C’ are much more difficult for brands, they’re scary because brands are seeding control. You’re giving your customer a chance to take part in your brand, in ways that are different from the whole way of marketing.

“So this is ‘E’ and ‘C’ construct is disruptive, to a certain extent, because old marketing had been done for fifty to sixty years and suddenly it wasn’t important anymore, brands had to think about participation. It’s also why I joined Twitter…the platform is really built for participation.”

For Middleton, the Oscar selfie is an example of how participation on Twitter has the ability to transcend online and impact the offline world.

“What was really interesting was not what happened on Twitter with this event, but what happened off Twitter, 60 per cent of the world’s population saw the Oscar selfie tweet. That is participation. In a way that is really effecting, we’re starting to impact the physical world as well as the digital world.”

Twitter’s reaction during Middleton’s presentation:

For more Daze of Disruption stories, click here. 

Please login with linkedin to comment

Latest News

Bauer’s Cosmo Named Official Mardi Gras Media Partner
  • Marketing
  • Media

Bauer’s Cosmo Named Official Mardi Gras Media Partner

Bauer Media has announced Cosmopolitan magazine as an official media partner of the 2018 Sydney Gay and Lesbian Mardi Gras. COSMO’s Mardi Gras sponsorship will deliver a month-long celebration of activities in the Parade’s 40th anniversary year. In addition to the event sponsorship, COSMO is producing its second Pride Issue for March, on sale 5th […]

A Guide To Understanding Your Digital Marketer
  • Opinion

A Guide To Understanding Your Digital Marketer

In this guest column, Logie-nominated journalist, Leisa Goddard (main photo), who is also the managing director of media, PR and digital agency, Adoni Media, offers her personal guide to making your way through digital marketing buzzwords and gobbledygook… Do you feel as though your digital marketer speaks to you in a language you don’t understand? In today’s highly-competitive world […]

Opinion

by B&T Magazine

B&T Magazine
SpotX Appoints Gavin Buxton As Asia MD
  • Advertising

SpotX Appoints Gavin Buxton As Asia MD

Video advertising platform SpotX has announced it has appointed Gavin Buxton as managing director of Asia to lead the company’s expansion in the region. Buxton has over 17 years’ global experience in the digital advertising space, having worked in leadership roles at tech and publishing companies, including Microsoft, Turner Broadcasting, and LinkedIn, with the last […]

Big Mobile Doubles Down On Ad Tech & Rebrands
  • Advertising
  • Technology

Big Mobile Doubles Down On Ad Tech & Rebrands

B&T Awards 2017 finalist Big Mobile has unveiled a fresh look to reflect its new ad tech credentials. The company successfully pivoted its business from ad network to mobile ad tech vendor when it announced a joint venture (JV) with Widespace in October last year. As a result of the business changes, Big Mobile wanted […]

March One Appoints New Senior Account Manager
  • Advertising

March One Appoints New Senior Account Manager

Independent ad agency March One has appointed a fresh face to the team, with Melanie Tozer to reinforce its mission to put humans first as a senior account manager. Tozer (pictured above), an up-and-coming talent from New Zealand, will align her extensive experience in FMCG marketing with March One, having worked on accounts for Bunnings […]

What To Expect From The App Economy In 2018
  • Opinion
  • Technology

What To Expect From The App Economy In 2018

Here's an insightful, authoritative synopsis of the app economy. So, you're right, it wasn't written by a B&T journo.

Opinion

by B&T Magazine

B&T Magazine
Farm Foods Rebrands To Target Modern Aussie Families Via Tiny Hunter
  • Marketing

Farm Foods Rebrands To Target Modern Aussie Families Via Tiny Hunter

Seasoned meat supplier Farm Foods Butchers has rebranded its selection of sausages, burgers, meatballs and ready-to-cook meat products to appeal to the modern Aussie family. The 100 per cent family-owned and operated business based in Breakwater, Victoria worked with Sydney-based branding and packaging design company Tiny Hunter. Together, they created a brand which connects with […]

Animal Logic Shows Off New Website In Collaboration With Protein One
  • Marketing
  • Media

Animal Logic Shows Off New Website In Collaboration With Protein One

Aussie visual FX and feature animation studio Animal Logic has unveiled its new web experience – a reimagined website – in collaboration with Sydney digital agency Protein One. Animal Logic felt it was important to engage a local digital agency to represent its brand online. The company’s online personality was one that required a team […]

Raunchy Marathon Ad Causes Utter Confusion
  • Campaigns

Raunchy Marathon Ad Causes Utter Confusion

B&T likes to award the "dumbest ad of the day" with a 15-inch devon knob. And this would be a processed meats shoe-in.

by B&T Magazine

B&T Magazine
Red Agency Wins Bio-Oil PR Account
  • Marketing

Red Agency Wins Bio-Oil PR Account

Red Agency staff set to challenge for the record for most people to squeeze into a lift after winning Bio-Oil business.