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Exploring Key Twitter Strategies for Brand Building, PR and CRM at SMWF.
 

Exploring Key Twitter Strategies for Brand Building, PR and CRM at SMWF.

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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/).

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/).

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    Exploring Key Twitter Strategies for Brand Building, PR and CRM at SMWF. Exploring Key Twitter Strategies for Brand Building, PR and CRM at SMWF. Presentation Transcript

    • Exploring Key Twitter Strategies for BrandBuilding, 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 servicesSocial Media Services Clients OutputResearch, Analysis & Strategy Increased monthlyDevelopment subscriptions by 400% Increased leads byLead Generation 200% Conversions doubledCommunity Management month on monthCustomer Service, Training & Reduced cost per appRecruitment by 140% Cost per lead reducedSocial & Search by over 1,000%
    • People seek tangible benefitsfrom 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 Revenue generation Cost savings Encourage brand  Sales leads  Real time customer consideration  Offers & promotions support Actualise brand values  Recruitment
    • The buying process & socialmedia Initial Active consideration evaluation set Moment Loyalty loop of decision Post purchase experience
    • The buying process & socialmedia Initial Active consideration evaluation set Moment Loyalty loop of decision Post purchase experience
    • Initial consideration @Nike use #Twitter to position themselves as the experts. By segmenting their audience they’ve been able to influence brand consideration.
    • The buying process & socialmedia Initial Active consideration evaluation set Moment Loyalty loop of decision Post purchase experience
    • Active evaluation & moment ofdecision @ASOS posts focus on new offers & participation in discussions with their Twitter followers.
    • The buying process & socialmedia Initial Active consideration evaluation set Moment Loyalty loop of decision Post purchase experience
    • Post purchase@SamsungService provides assistance for customers. It allows#Samsung to quickly deal with problems and minimise the riskof crises occurring.
    • The buying process & socialmedia Initial Active consideration evaluation set Moment Loyalty loop of decision Post purchase experience
    • Loyalty loopBy providing their expert knowledge within social spaces,@BestBuy used @Twelpforce to create a unique customerservice proposition.
    • Optimising Twitter
    • Top Twips – Twitter DosDo: Be personable. Successful engagement attracts newcustomers, improves brand equity & strengthens relationships.
    • Top Twips – Twitter DosDo: Monitor conversations. Not every brand needs to be onTwitter. However, every brand should at least monitor relevantconversation clusters.
    • Top Twips – Twitter DosDo: Utilise topic identifiers such as #hashtags to categoriseinformation and increase visibility.
    • Top Twips – Twitter DosDo: Have a comprehensive Twitter strategy in place, includingclear brand guidelines on best practice.
    • Top Twips – Twitter DosDo: Use Twitter as a traffic funnel – it is a great referrer oftraffic for blogs, news sites & company websites. Initial Active consideration evaluation set Moment Loyalty loop of decision Post purchase experience
    • Top Twips – Twitter DosDo: Provide additional value, such as exclusive content & offersfor #Twitter followers.
    • How to identify influencers There are a range of tools that allow you to measure an influencer’s:  Volume  CredibilityDiscovery Tools Analysis and Research Tools Management Tools
    • Living the brand: Twitter Twends
    • Twitter used as an information gathering tool Q&A Behaviour on Social NetworksA Survey Study of Status Message Q&A Behaviour by MIT and Microsoft, 2010
    • 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  40% of users access Twitter from mobile devices  Twitter is also trying to make itself simpler to use, and get incorporated into smartphoneshttp://www.lightspeedresearch.com/press-releases/the-mobile-shopping-revolution/
    • Google’s search results getmore 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