exploring key twitter strategies for brand building, pr and crm at smwf

Exploring Key Twitter Strategies for Brand Building, PR and CRM29th March 2011

Agenda

How businesses can use Twitter

Twitter and the buying process

Top Twips – Twitter dos

Twitter Twends

Questions

agency:2 – our services

Social Media Services Clients Output

Research, Analysis & Strategy Development

Increased monthly subscriptions by 400%

Lead GenerationIncreased leads by

200%

Community ManagementConversions doubled

month on month

Customer Service, Training & Recruitment

Reduced cost per app by 140%

Social & SearchCost per lead reduced

by over 1,000%

People seek tangible benefits from brands

eMarketer report , 2010

How businesses can use Twitter

#Twitter allows brands to communicate with their audience in relevant & meaningful ways, monitoring & responding to customers in real time.

Branding

Encourage brand consideration

Actualise brand values

Cost savings

Real time customer support

Recruitment

Revenue generation

Sales leads

Offers & promotions

Active evaluation

Moment

of decision

Post purchase

experience

Loyalty loop

Initial consideration

set

The buying process & social media

Active evaluation

Moment

of decision

Post purchase

experience

Loyalty loop

Initial consideration

set

The buying process & social media

Initial consideration

@Nike use #Twitter to position themselves as the experts. By segmenting their audience they’ve been able to influence brand consideration.

Active evaluation

Moment

of decision

Post purchase

experience

Loyalty loop

Initial consideration

set

The buying process & social media

Active evaluation & moment of decision

@ASOS posts focus on new offers & participation in discussions with their Twitter followers.

Active evaluation

Moment

of decision

Post purchase

experience

Loyalty loop

Initial consideration

set

The buying process & social media

Post purchase

@SamsungService provides assistance for customers. It allows #Samsung to quickly deal with problems and minimise the risk of crises occurring.

Active evaluation

Moment

of decision

Post purchase

experience

Loyalty loop

Initial consideration

set

The buying process & social media

Loyalty loop

By providing their expert knowledge within social spaces, @BestBuy used @Twelpforce to create a unique customer service proposition.

Optimising Twitter

Top Twips – Twitter Dos

Do: Be personable. Successful engagement attracts new customers, improves brand equity & strengthens relationships.

Top Twips – Twitter Dos

Do: Monitor conversations. Not every brand needs to be on Twitter. However, every brand should at least monitor relevant conversation clusters.

Top Twips – Twitter Dos

Do: Utilise topic identifiers such as #hashtags to categorise information and increase visibility.

Top Twips – Twitter Dos

Do: Have a comprehensive Twitter strategy in place, including clear brand guidelines on best practice.

Top Twips – Twitter Dos

Do: Use Twitter as a traffic funnel – it is a great referrer of traffic for blogs, news sites & company websites.

Active evaluation

Moment

of decision

Post purchase

experience

Loyalty loop

Initial consideration

set

Top Twips – Twitter Dos

Do: Provide additional value, such as exclusive content & offers for #Twitter followers.

How to identify influencers

There are a range of tools that allow you to measure an influencer’s:

Volume

Credibility

Discovery Tools Analysis and Research Tools Management Tools

Living the brand: Twitter Twends

Twitter used as an information gathering tool

A Survey Study of Status Message Q&A Behaviour by MIT and Microsoft, 2010

Q&A Behaviour on Social Networks

Promoted Tweets

Promoted Tweets allow brands to easily reach users who are not following them.

Twitter will expand its Promoted Tweets advertising service to all users' timelines in the fourth quarter of this year.

Twitter and the Cap Code

The Cap Code has been expanded to cover all digital spaces.

On Twitter it must be clearly stated that any references to

brands and products have been paid for by writing "ad" or "spon”.

www.dma.org.uk/membership/mem-code.asp

Mobile is the primary interface

http://www.lightspeedresearch.com/press-releases/the-mobile-shopping-revolution/

40% of users access Twitter from mobile devices

Twitter is also trying to make itself simpler to use, and get incorporated into smartphones

Google’s search results get more social

Summary

Brands should plot out their decision making cycle and identify how and where Twitter can add value.

Twitter requires dedication and discipline - the time and resources it needs are similar to a dedicated customer service channel.

Brand strategies need to be customer centric.

Consider the ever-growing effect Twitter has on user experience and search optimisation – and the implications of the CAP Code.

Questions

Questions

Should B2B brands be on Twitter?

How do I understand the business benefits of Twitter?

How can I ensure my tweets appear in Google Search results?

What’s the future for Twitter?

Should I manage multilingual Twitter accounts?

What complements Twitter activity?

Twitter: @agency2Web: www.agency2.co.ukPhone: 0207 775 5608