exploring key twitter strategies for brand building, pr and crm at smwf
DESCRIPTION
Agency 2 explore key Twitter Strategies for Brand Building, PR and CRM at the Social Media World Forum Europe, 2011 (http://www.socialmedia-forum.com/europe/).TRANSCRIPT
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