The aim was to create a Social Media Campaign for Avatar Blue Drink Twitter Channel.

1. TWITTER STRATEGY
@AvatarBlueDrink

2. Raise awareness of Avatar blue brand &
product portfolio
GOAL

3. STRATEGY

4. PRODUCT RESEARCH
Assessing strengths
Challenges
Technical elements

5. USER RESEARCH
Spanish user Behavior inTwitter
Uso de Twitter en España by aDigital, 2012
User targeting
TweetAdder

6. KEY OPPORTUNITY
KEY CHALLENGE
KEY INSIGHTS
Profile layout and multimedia material
Product use cases
Engage users
Develop a Customer Service Relationship
Youth oriented social media potential
Website issues
No customer engagement
Layout design

7. BENCHMARKING
Industry competitors

8. ADAPTING BEST PRACTICES
Combining best practices on social media and
competitors’ campaigns, and constant monitoring,
analysis, and tweaking of strategy’s effectiveness
with Twitter third party applications.
Hootsuite PRO
Tweet Adder

9. CAMPAIGN

10. LAYOUT DESIGN44.3% of the spanish user considers aTwitter account visuals very important.
Source: Uso de Twitter en España by aDigital, 2012 http://ow.ly/u6ZJy

11. BEFORE AFTER

12. BEFORE AFTER
LOGO

13. BEFORE AFTER
COVER PHOTO + BIO
Unique Selling Proposal
Short - Concise - Direct
Curiosity
Product Portfolio
Product Portfolio Specifications
Tagline / Slogan

14. BACKGROUNDDESIGN

15. USER
RESEARCH

16. USER RESEARCH
Ron Premium
Ron Dominicano
Premium Whisky
Fiesta
Copas
Gin
GinTonic
Amigos
Compras Online
Alcohol

17. USER RESEARCH
Deletion of 286 followings
153 - Inactive or quiet users
99 - Unfollow's
34 - Spammers

18. USER RESEARCH
Following user targeted, opinion leader accounts
Why?
70% Spanish users check profiles when is followed by another account
30 - 40% Probability to being followed.
Source: Uso de Twitter en España by aDigital, 2012 http://ow.ly/u6ZJy

19. TWEETS
No more than 133 Characters
Hashtags with Caps i.e. #ConsejosAvatarBlue
Shrink Links
SchedulingTweets (time sensitive- hootsuite)
Relaxed, youthful tone of voice
8am-10am(50%) / 11am-12 (11%) / 1pm-3pm (40%) / 5pm-10pm(37.57%)
71% users log in to twitter around 3 times a day and less than 10 min.
Source: Uso de Twitter en España by aDigital, 2012 http://ow.ly/u6ZJy

20. USER ENGAGEMENT
61.9% share concerns about products and services.
Source: Uso de Twitter en España by aDigital, 2012 http://ow.ly/u6ZJy

24. TweetAdder - Opinion Leaders

25. TweetAdder - Opinion Leaders

26. TweetAdder - Opinion Leaders

27. TweetAdder - Opinion Leaders

28. use cases
product portfolio
recipes
benefits & Reviews
news

29. “Your customers don’t care about you, your products, or your
services.They care about themselves, their wants, and their needs.
Content marketing is about creating interesting information your
customers are passionate about so they actually pay attention to you”
David Meerman Scott

30. Tweetadder:Talkative followers

31. Tweetadder: High RatioTweets

33. BrandValues & Lifestyle

34. BrandValues & Lifestyle

35. BrandValues & Lifestyle

37. OUTCOMES

38. RETWEETS:

39. FAVORITES:

40. FOLLOWERS:

41. BEFORE AFTER

42. IEMVDM_TERM2_INTERACTIVEMARKETINGTOOLS_TEAM_B