Businesses across the globe leverage Twitter for marketing their business. And, India isn't a mute spectator to the rapid rise of Twitter as a micro-blogging tool. On one hand, you have businesses who taken to Twitter to connect and engage with the fast-growing audience and on the other hand, you have the Influencers right from Bollywood stars and sportstars to leading bloggers.
Brands have achieved a considerable amount of success on Twitter, marketing their products and services to people. But, it has also created flutters for brands for whom it has resulted in negative publicity. Building a brand on Twitter requires commitment and you cannot expect a big return on investment overnight.
Of late, it has also emerged as a customer service & a market research tool. It is helping brands to understand what their consumers say about their products and at the same time service any concern raised by them.
This presentation can help you get hold of important aspects of marketing your brand & stay updated with latest industry trends with respect to Twitter marketing.
6. India is one of the
fastest growing markets for Twitter
7.
8.
9. User Generation 3.0 has emerged – who believe in the 3S
Search
Avid searchers who leverage Web + Mobile + Social to
search for services & products anytime, anywhere
Surf
Share
They form impressions about brands, read reviews and
browse social contest for the action begins!
They do not shy away from sharing reviews, provide
feedback on the go on social media and tweeting is
“definitely hot” with them
10. Reach of Twitter in India? Lok Sabha elections 2014 alone generated 60 million tweets!s
11. What preludes Twitter Marketing
From a brand’s perspective,
before plunging in, a couple of things have to be in place
Blog &
strong content
strategy
Active resources
to engage with
fans and handle
real-time
conversations
Good
meaningful
insights to share
12. How Twitter scores over Facebook
Great real-time search engine - Hashtags work
well as a search engine to give you the right
audience
140 characters – make the point
Your tweets and tags are public, hence acts as a
great customer service channel. You cannot
delete tags with bad review
More organic, thanks to less or minimal ads
Twitter humanizes companies – when
companies tweet in a human tone, it’s found to
be more engaging by the users
More mature audience is present
13. Goals of Twitter Marketing
Lead Generation Brand-building Product Launch
Customer
Service
Connecting with
influencers in
your industry
Live Events /
Coverage
14. Intercept conversations in your industry or product
KitKat intercepted this conversation and
asked Oreo for a game of tic-tac-toe
A day later, Oreo politely refused in their
own cute way
This went viral and helped both, KitKat
and Oreo, to engage fans positively
Helped them get many positive brand
reviews
15. Time-consuming but worth it – being alert and hitting the nail at the right time helps!
Power Out? No problem
During the third quarter of Super Bowl
XLVII when a power outage at the
Superdome caused some of the lights to go
out for 34 minutes, the sandwich cookie’s
social media team jumped on the cultural
moment, tweeting this ad
This tweet by Oreo got 15000 retweets!
And thousands were talking about it, with
the message – OREO WON THE
SUPERBOWL BLACKOUT!
17. What do you track & analyze?
Following, Reach &
Impressions
Response Rate
References /
Mentions
Sales Funnel
Effectiveness
Twitter Leads
Engagement for
campaigns, contests,
etc.
18. Finding the right audience – based on parameters like interest and location, etc.
Multiple tools like
TwitterGrader
It’s a free tool that allows you to
search and list people who have a
specific location in their profile or a
specific interest
For eg. – If your bank has a demat
product, people who have mentioned
“trading” can be a part of the right
audience to target
TwitterSearch
This free search function at
(http://search.twitter.com) helps you
find people who have tweeted on a
particular topic
It can also be used to enlist those who
have tweeted about your company
19. DNDs of Twitter marketing
An incomplete profile – gives the impression of a fake account (if account not verified)
Using Auto-Bots for posts and replies
Do not auto-DM
It’s about quality, not quantity
Experiment but not too much too soon – we can spread ourselves thin
Hard-sell – your brand on twitter has a personality, give it a human touch
Don’t have an uneven following/follower ratio
21. UseCase - Product launch
Fiama Di Wills Shower Jewels Campaign
To launch the new Fiama Di Wills Shower
Jewels, they leveraged Twitter for the unveiling
Users had to tweet about the new range using
the hashtag #FiamaShowerJewels and as soon
the counter hit 5000, the new range would be
unveiled at the WIFW
The digital engagement generated 10000+
Twitter mentions resulting in 46 million
impressions and was trending in India
The table on which the products were set on
was using the hydraulic pressure pump
technique. On reaching 8500 tweet, bottles
were automatically uplifted at the event.
22. UseCase - Branding
Fiat – Too fast to Follow Campaign
Fiat took a very unusual approach to their
social media marketing in Germany
Rather than engage with their followers, they
actually blocked them. Their claim was that the
car is “too fast to follow”!
The campaign generated a great deal of
publicity and Twitter users were lining up to be
blocked by the Abarth 500
With zero followers on their handle, they
managed to create a huge amount of buzz in
the social media
23. UseCase – Lead Generation
Twitter is an effective tool for lead
generation abroad though the trend is still
picking up in India
It can be done in 2 ways:
Twitter Cards – that can be setup for
ads on Twitter as shown here
The other way can be to intercept and
conversations and engage with the
relevant audience
For eg. – If a person tweets saying
“Off to Bangalore”, a restaurant can
intercept and tweet tagging him –
“Welcome to Bangalore. Would you like
to have delicious chicken at our place?”
24. UseCase - Video Promotion
#TheMadrasSong was released by the
Murugappa Group to celebrate the spirit of
Madras on its 375th year
Garnered more than 1.5 lakh views in 2 weeks
Twitter leveraged as the main medium to
promote the song
Contests and trivia around Madras,e tc was
used to build buzz and an engaged fan base
talking about Madras
The song was trending within 24 hours of
launch
27. Implications for the world of marketing – negative McD
McDonald’s Twitter campaign -
#McDStories is one of the big examples
McD asked users to share their nostalgic
stories about Happy Meals
It went awfully wrong and they had to
call off the campaign after negative stories
started trending
So, it becomes very important to
anticipate audience and fans reaction & be
ready with a contingency plan
29. Not about a brand having social media channels, its about an organization going social
Just having a social media channel doesn’t help
It’s about the organization going forward to a
social strategy
The end-to-end strategy has to be integrated
with social media
From marketing to customer service,
elements have to altered
Example – customer service cannot be left
alone to complaints over calls, customers are
bound to tweet with your handle and expect
quick response
Top management needs to buy in to the idea of
moving forwarded socially and be actively
involved
31. Leverage Twitter Influencers to market your brand. Some influencers we worked with in the past
Devina Malhotra Satheesh Akanksha Redhu
Sathya Narayanan Tarika Singh Naveena Vijayan
32. Digital Marketing. Focus on Results.
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