A brief presentation I made to the STA Travel marketing team on the ever increasing importance of Twitter as a platform on which to converse with consumers.
The aim was to start the team thinking about how we can adapt and innovate as new platforms arise.
2. The modern consumer’s
purchasing process is
complicated and multi faceted.
Brands can no longer ignore
any digital communication
channel without losing an
ever-increasing slice of the
population
3. Our acquaintances — not our
friends — are our greatest
source of new ideas and
information
- Malcom Gladwell – The New Yorker – September 2010
4. 86%
of online users look to
fellow internet users
online for purchase advice
As increasing amounts of The more trusted an individual
information are created and is online, the more of a key
published, consumers look for influencer they are becoming
an information source they can as consumer purchasing
trust patterns continue to include
online
5. 27%
of online users account for
87%
off all news shared online
The 80/20 rule applies to the Tap into the top 20% of
dissemination of online influencers and you will reach a
information. larger slice of the population
Source: cnn
6. In order to tap into the ‘86%’ The Palms casino is developing a
companies need to find ways of VIP system that allows entry
seeding brand experiences within based on members’ ‘Klout score’.
key online influencers A rating of an individual's online
influence. Source: Adage.com 30-SEP-2010
7. usage quadrupled in Australia in 2009
Souce: Nielson 2010
Twitter provides an increasingly A typical twitter user’s feed
agile, yet sceptical consumer the contains a mixture of feeds from
ability to personalise and maintain celebrities, news sources,
their information sources companies and friends.
8. 96%
of all retweets or
replies happen in
the
Twitter is an
instantaneous service. first hour
The message timing
needs to be spot on or
it will most likely be
lost.
Source: Sysomos 30-SEP-2010
9. Best buy in the US is one @twelpforce is a twitter
of the most referenced account dedicated to
champions of social media. answering customer
As well as a massive queries in real time. The
internal communications account reinforces the
service they have brands position as a
established @twelpforce technology expert and
uses twitter’s
instantaneous relevance
Source: wearesocial.net
10. Twitter represents the ‘always on’, real time
continuous nature of modern business to
consumer communications.
Consumers don’t work within business
hours, so why should the service provided
be restricted?
11. What is the role of twitter in the company? Customer
response/promotions/specials/information source?
How will your company’s Twitter account (and overall
social media strategy) separate you from competitors?
Where, if at all, are there opportunities for
commercialisation within your company’s Twitter
presence?
