1. BEST PRACTICE ON TWITTER

2. Index
 India Twitter Landscape
 Challenge
 Luxury Brands on Twitter
• Luxury brands
• Observations
 Strategy
 Twitter Calendar
 BIG ideas

3. India Twitter Landscape
•
15 million users in India
•
Top 6th twitter nation in the world
•
80% of male users vs. 20% females
•
Maximum twitter users in the age group of
25 – 34
•
Top 3 active brands on Twitter:
•
•
•
@ibnlive (News updates)
@timesofindia (News updates)
@IPL (Sports & Event)

4. Challenges
1 Handle
2 Brands
2 Distinct personalities
140 characters for brand tonality

5. Luxury brands on Twitter

6. Burberry
• • Intent:
Intent:
Awareness
Awareness
• • Content:
Content:
Collection highlights
Collection highlights
Celeb associations and events
Celeb associations and events
• • Integration:
Integration:
Redirection to ecommerce website
Redirection to ecommerce website
• • Drawback:
Drawback:
Lack of follower engagement
Lack of follower engagement
TWEETS
4934
FOLLOWERS
1983700
FOLLOWING
160

7. Tiffany
• • Intent:
Intent:
Awareness
Awareness
• • Content:
Content:
Visually appealing catalogue images
Visually appealing catalogue images
Collection highlight
Collection highlight
Celeb associations and events
Celeb associations and events
High follower engagement
High follower engagement
• • Integration:
Integration:
Pinterest & Tumblr
Pinterest & Tumblr
• • Drawback:
Drawback:
Lack of content variety
Lack of content variety
TWEETS
6952
FOLLOWERS
557393
FOLLOWING
93

8. Louis Vuitton
• • Intent:
Intent:
Aspirational and Engaging
Aspirational and Engaging
• • Content:
Content:
Celeb association
Celeb association
Collection details
Collection details
Event updates
Event updates
Contests
Contests
• • Integration:
Integration:
Instagram
Instagram
• • Drawback:
Drawback:
Lack of follower appreciation
Lack of follower appreciation
through Retweets
through Retweets
TWEETS
1576
FOLLOWERS
1153880
FOLLOWING
187

9. Johnnie Walker
• • Intent:
Intent:
Aspirational & Engaging
Aspirational & Engaging
• • Content:
Content:
Content tone is fun and quirky
Content tone is fun and quirky
General and brand event updates
General and brand event updates
Product details
Product details
Interesting hashtags
Interesting hashtags
• • Integration:
Integration:
Instagram & YouTube
Instagram & YouTube
• • Drawback:
Drawback:
Lack of unique brand personality
Lack of unique brand personality
TWEETS
1576
FOLLOWERS
3,356
FOLLOWING
187

10. Auto India
BMW 7 series launched through
conversation drive on Twitter
Mercedes India
Introduction to Merc AMG through a
Twitter contest
BMW India
Audi India
Twitter competition introducing ultra light
Audi R8 and engaging follower base to
state their dream road to drive it on
• • Product launch
Product launch
• • Product features
Product features
• • Contest
Contest

11. • • Festivals & Experience
Festivals & Experience
drives
drives
JLR Global
• • Celeb associations
Celeb associations
Land Rover
UK
• • Product launch
Product launch
• • Platform integration
Platform integration
All New Range Rover Sport 360 view
on Twitter using VINE
Land Rover
UK
Goodwood Festival of
Speed promoted through
Twitter trivia based
competition
• • Contest
Contest
Jaguar
Jaguar UK UK
Jaguar USA
#MyTurnToJag party with celebs at
Miami Beach amplified on Twitter
#YourTurnBritain F-TYPE contest to
depict Modern Britain in artistic manner
amplified on Twitter & Tumblr

12. Summary of observations

Conversations are personal.

Luxury category keeps the aspirational value intact

Luxury brands position themselves as trend setters, opinion shapers
and a beacon of knowledge within their industry.

Integration with other platforms help increase the reach

Conversations are succinct and sophisticated whilst remaining
informative and useful.

13. Strategy

14. extreme luxury
We are exclusive
We are the cultural tastemakers
Facebook is to build community
Twitter is evolved, niche and
personal
We are

15. Our Approach
•
•
Identify the influencers
and follow them
Follow brand
conversations closely
•
•
•
•
Proactive conversations
Respond in the customer
tonality
Current trend or hot topic
updates
Re-Tweet worthy tweet
•
•
Engage with the audience
to drive conversations and
virality
DM customers on their
query being address to
add human approach

16. Content Mix
•
Event Activation: Live updates and event schedules
•
Product Promotion & Sales: Launches, Promotions, worthy Re-Tweets
generic and brand related
•
Utility: Highlight utility features
•
Thought leadership: Brand oriented luxury category content
•
Customer relations: Escalate and Activate brand ambassadors through
good service **Long Term Objective**

17. Best of Twitter
USE RETWEET AND NOT RT
KEEP TWEETS SHORT
Retweet drives 23x higher engagement then
abbreviation
Less than 100characters received more than
17% higher engagement also results in higher
RT
USE ATLEAST ONE HASHTAG
USE IMAGES IN YOUR TWEET
Brands that use Twitpics received 2x higher engagement
ADD A CALL TO ACTION
Call to action increases engagement to 12x
higher
Brands that use atleast one hashtag received 2x higher
engagement