Twitter Australia’s New Country Director: “We’re Streamlining For 2017”
B&T chats with Twitter Australia’s new country director Suzy Nicolleti about the future of the platform and what will change in 2017.
A month ago, Twitter announced that Karen Stocks– the first managing director in Australia- will be departing after three years at the top job. Nicoletti was announced as her replacement, she has been at Twitter for three years as head of online sales in Australia, plus earlier this year she was profiled for B&T’s Women In Media (including my personal favourite story about working for JLo).
Nicolleti said this about Stocks: “I worked with Karen for eight years, both at Google and then at Twitter. Karen was obviously a fantastic leader, I learned a lot from her.”
This year has been tough for Twitter- among other things senior executive staff have departed, a 9 per cent cut of its global workforce, discontinuing Vine and multiple rumours of acquisitions (including Google, Salesforce, Disney and Apple). Last quarter, Twitter reported a net loss of $103 million, compared with a $132 million loss a year earlier. However revenues grew to $616 million.
“If you look at our metrics recently we’ve had two consecutive quarters of accelerating audience engagement, which is great. Revenues grew eight per cent to $616 million, that shows our monetisation strategy is working well. We have doubled down on ‘Live’, the US kicked off with the NFL live stream, we have a number of different Live partnership and a lot of momentum there.
“However, as we’re looking to the future, we’re looking for long-term growth and to be ultimately profitable in 2017. We did have to make some changes to make sure that all the resourcing we have is in fact aligned to maintain this growth.”
There are two changes which have impacted the global company and the Australian office: On the sales side and the partnership side. In Twitter Australia’s previous structure there were multiple sales channels which was “creating multiple touch-points and confusion for our advertisers and agencies”. The sales structure has been rejigged- from three sales teams to two.
“The second piece is partnership. We had a lot of different divisions within in Twitter working with our partners in market in a number of ways. But now everyone has combined to work with essentially four key verticals- news, entertainment, sports and creators. To make sure we’re bringing the best of Twitter to them.”
The big focus for Twitter, and seemingly every social media platform (including Instagram and Facebook), is the rise of Live. “What we’re really looking to do now is focusing more exclusively on the live streaming video offering in the future. We think Twitter Australia is uniquely positioned- firstly over 50 per cent of our revenue comes from video products which makes us a global leader in that respects. Secondly it’s the direction which Twitter is heading as a business.”
Australia was the first country, outside of the United States, to live stream a sporting event- this year’s Melbourne Cup- something with Nicoletti hailed as a great success. The Melbourne Cup trended number one globally on Twitter, number one in 12 different countries and trended in some way in 160 different cities.
“We got double the numbers during the 2016 Melbourne Cup compared to the 2015 Melbourne Cup. So a huge increase in engagement around the event. We also got a great brand experience – we had five key partners who were advertising against the Melbourne Cup opportunity. They were able to align with the event and we had a cost per view of 50 per cent lower then with other Twitter products.”
However, despite a stagnant user growth, Nicolleti said there was no intention do any above the line advertising campaigns – similar to what Twitter US did during the election – to get more users on the platform. “We don’t have any specific plans to announce in terms of marketing and what not. We think Live has been great for getting a lot of people interested in engaging and offering that experience. But in terms of marketing strategy isn’t ready for announcement.”
Nicoletti and the Twitter Australia team is focused on the year ahead, with a few key changes and restructures. “The core difference is we’re going to be a lot more streamlined in our focus which is exciting, we already know what we need to do and we’ve got the right people in place to execute. 2017 really should be about making it happen.”
Latest News
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.