Online brokerage firm Zecco is one of the participants in Twitter’s Promoted Tweets program – currently in beta – and this morning announced that the ad platform has proven to be very effective for the company to date.

The company says it sampled 50 Promoted Tweets over the past two months and measured their effectiveness, seeing a 50% increase in engagement on average as compared to regular messages posted on Zecco’s Twitter account.

Some of the tweets, which are centered around financial market commentary and new product offerings, even saw a 200% to 300% increase in engagement, the company adds.

Twitter launched Promoted Tweets last April, much to the chagrin of users initially. Basically, the system allows advertisers – only a handful of companies participate in the beta program today – to purchase keywords and select tweets that will appear on top of Twitter Search results for said terms.

Zecco says it plans to use the Promoted Tweets platform to share investment-focused resources, as well as real-time intelligence from the ZeccoShare community, such as “most traded” alerts to make investors aware of new opportunities.

Last April, Zecco announced Zap Trade, a plug-in trading experience for the web, enabling investors to place trades directly from top finance and investing websites. StockTwits, a Twitter-powered financial community, partnered with Zecco to embed the technology into the StockTwits website to allow investors to place trades with Zecco Trading and get real-time quotes directly through the website.




Promoted Tweets Are Super Effective, Advertiser Says

By now you’ve probably heard of Google’s App Inventor for Android, a web-based development environment that’s meant to make it possible for non-developers to build their own Android applications. The technology has been in testing for a year, primarily with educational organizations, and may well be a boon for the Android ecosystem as students are introduced to the platform in the classroom. A report in the New York Times quotes project lead (and MIT professor) Harold Abelson as saying “These aren’t the slickest applications in the world… but they are ones ordinary people can make, often in a matter of minutes.” So does this mean Android’s millions of users are about to start programming for their own devices? Not quite.

I spent around 90 minutes this morning cranking away on a few test applications in App Inventor, and while I’m very excited about it, this is not going to be a walk in the park for “ordinary people”. Unless you’re looking to make an extremely basic application — think “Hello World” — you’re going to have to read through the documentation, and in some cases even the existing tutorials won’t be enough. That said, this will be absolutely perfect for the classroom environment for which it’s been tested in. The learning curve is not trivial, but this isn’t something that will take years to master, either.

Before I relay my experience, it’s worth giving a little context regarding my own programming background (or lack thereof). In high school I took a year of Visual Basic, which App Inventor reminds me of in a few ways, and I later took a couple of classes on C++, which hasn’t come into play at all here. I’ve never used Scratch, which App Inventor shares many similarities with. I’d consider myself far less experienced than any professional developer, but I’m probably more knowledgeable than your average Android user.

Getting started on App Inventor is easy relative to installing Eclipse and the Android SDK, but it’s still a bit involved. First you need to ensure that you’ve got the proper version of Java running; next, you install a client for your OS; then you have to change a few settings on your Android phone (allow for applications installed from Unknown Sources, enable Dev mode on the phone, etc.). Plug in the phone, log-in to App Inventor, allow the Java app to run, and you should be good to go. It may sound like a lot, but the whole process won’t take more than ten minutes if you know what you’re doing.

Once you’re off and running, you’ll find that App Inventor is broken into two parts: the Designer and the Blocks Editor. The documentation does a good job explaining the differences, but the gist is that you add components like buttons and text fields and adjust the layout of your application in the Designer (which is a web page), and do the actual drag-and-drop coding in the Blocks Editor (which is a Java app). You can deploy changes to your Android device, hooked to your computer via USB, in less than a minute.

My first (admittedly overambitious) idea was to create an application that would allow a user to monitor TechCrunch headlines for keywords, which could come in handy if a startup wanted to get notified whenever we wrote a post about them. The basic layout was easy enough — I dragged a text box, a label, and a button to the design canvas, then tweaked the width and layout settings to make it look slightly less ugly. Then came the hard part: making those buttons actually do things, which marked my first introduction to the Blocks Editor.

The Blocks Editor reminds me of Apple’s Automator in that it lets you map out your app logic like a puzzle, though the former is obviously much more complex. Getting App Inventor to do what you want is sometimes very easy, assuming it already has a component for that task. Want to store the contents of a text field to a database when the user taps a button? It’s a cinch. Unfortunately, the list of available components sometimes has some frustrating omissions, which I quickly ran into.

Look (For The Right Components) Before You Leap

I initially planned to monitor TechCrunch headlines in my app using an RSS feed, which I assumed would be one of the available components. No dice — as far as I can tell there isn’t any RSS functionality baked in. However, the App Inventor does have some built-in Twitter components, including a search function — perhaps I could simply monitor the TechCrunch Twitter feed for headlines and run the user query against that? After dragging and dropping the proper components into to place (which took all of two minutes), I had the application spitting out Twitter search results for whatever query the user entered, which was very cool. But it’s trickier to monitor an individual Twitter account (I was getting results from all of Twitter), and it was quickly becoming apparent that I didn’t have enough experience with App Inventor to pull this project off. I’ve shelved it for later. Update:Looks like I could have used the join block to add the query and “from:techcrunch” to the search.

My second attempt was to build an application I’ll call Draw N’ Send. Given my initial setback, the application was to be nearly identical to the one produced with the App Inventor PaintPot tutorial, which allows the user to draw with a few colors on a blank canvas (I hoped to add the ability to email the resulting drawing via email). Things got off to a great start, as they often do when you have a step-by-step guide: I quickly got my colored buttons into place, and getting dots and lines to appear on the Canvas when the user dragged their finger on the screen was surprisingly straightforward. With the basic drawing functionality in place, I got ready to set up my email functionality. Which is when I hit roadblock number two: for some reason there’s currently no component to save the contents of a canvas to an image file, so I had nothing to email. So much for that idea.

Outlook

All of which boils down to say a few things. First, while this may be a development environment “for anyone”, it’s still one that you definitely have to learn before it becomes useful. And that is going to be a bit tricky, as there aren’t a ton of tutorials available yet (if you’re looking for more, check out USF Professor Dave Wolber’s Appinventor.org, which isn’t affiliated with Google).

The other key takeaway is that the variety of components offered in App Inventor still has a ways to go — and if the component you need isn’t there, you’re probably out of luck. Google says they’re working to add new ones, and down the line the Component Developer Kit will probably lead to a huge jump in available functionality. But for now, it’s definitely a good idea to get familiar with the available Functions before you start putting everything together. Whoops.




It’s Alive! Taking Android’s App Inventor For A Spin

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An interesting post just went up on the Twitter Engineering blog. Usually, that blog contains posts that are more interesting to developers working on Twitter’s platform. And this post is that as well, but it also states two much larger things. First, Twitter won’t be using the Cassandra database system to store tweets. Second, Cassandra will be used for Twitter’s realtime analytics product. The one they haven’t officially announced yet.

It’s been believed for some time that analytics would eventually be a part of Twitter’s monetization strategy, but they’ve never said much about it beyond vague statements about it being one potential idea. ReadWriteWeb’s Marshall Kirkpatrick dug up some evidence that it would be launching soon (which we also believe to be the case) two days ago. And in this post tonight, Twitter’s Ryan King writes the following, “Our analytics, operations and infrastructure teams are working on a system that uses cassandra for large-scale real time analytics for use both internally and externally.”

Yep, large-scale realtime analytics — externally.

But the bigger news may be the shift Twitter is making in the way it had stated it would be storing tweets. Previously, Twitter was intending to use this Cassandra system for tweet storage (dumping MySQL in favor of it), but that’s not going to be the case anymore — at least for now. “This is a change in strategy,” King notes. He goes on, “Instead we’re going to continue to maintain our existing Mysql-based storage. We believe that this isn’t the time to make large scale migration to a new technology.

I’m assuming the time isn’t right for the migration because Twitter has been dealing with uptime issues as they face levels of traffic that they’ve never seen before (thanks in part to the World Cup — which ends on Sunday). We have a query into Twitter about that.

Cassandra is an open source Apache project to create a “highly scalable second generation distributed database.” It was originally open-sourced by Facebook back in 2008. King notes that the system will continued to be a key part of many of Twitter’s newer large scale projects, such as their geolocation places database, data mining for data used in top tweets and trends, and the aforementioned analytics. “We’re investing in Cassandra every day. It’ll be with us for a long time and our usage of it will only grow,” he concludes.




Twitter Changes Tweet Storage Strategy, Confirms Realtime Analytics Product

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As brands and businesses flock to Twitter and Facebook, they are looking for ways to engage with consumers. Businesses are using coupons, personalized messages and more on social networks as tools to connect with prospective and current customers. Offerpop is entering the arena, offering a social marketing platform to help businesses create, run and measure campaigns on Twitter and Facebook.

The application is designed to be easy-to-use, with no coding or training required. Offerpop offers marketers a number of different apps to engage with consumers. The New follower app makes it easy for businesses to automatically send a welcome message or a special offer
to new followers. For example, you could send a special offer as a “thank you” to people who
respond to a “follow us on Twitter” program.

Another app, Offers, allows marketers to create branded landing pages with flash Groupon-like sales to potential customers. And Offerpop allows users to run “for-followers-only” promotions (such as a “private sale”) on Twitter, or follower engagement campaigns where promotions are only valid if at least 50 people retweet the offer.

There’s no doubt that these types of campaigns are becoming a necessary strategy for businesses to adopt on their crusade to use Facebook and Twitter. But Offerpop will face a number of worthy competitors that are already helping brands do this, including Wildfire.




Offerpop Streamlines Campaigns For Brands On Facebook And Twitter