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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.
Exploring Key Twitter Strategies for Brand Building, PR and CRM at SMWF.
Exploring Key Twitter Strategies for Brand Building, PR and CRM at SMWF.
Exploring Key Twitter Strategies for Brand Building, PR and CRM at SMWF.
Exploring Key Twitter Strategies for Brand Building, PR and CRM at SMWF.
Exploring Key Twitter Strategies for Brand Building, PR and CRM at SMWF.
Exploring Key Twitter Strategies for Brand Building, PR and CRM at SMWF.
Exploring Key Twitter Strategies for Brand Building, PR and CRM at SMWF.
Exploring Key Twitter Strategies for Brand Building, PR and CRM at SMWF.
Exploring Key Twitter Strategies for Brand Building, PR and CRM at SMWF.
Exploring Key Twitter Strategies for Brand Building, PR and CRM at SMWF.
Exploring Key Twitter Strategies for Brand Building, PR and CRM at SMWF.
Exploring Key Twitter Strategies for Brand Building, PR and CRM at SMWF.
Exploring Key Twitter Strategies for Brand Building, PR and CRM at SMWF.
Exploring Key Twitter Strategies for Brand Building, PR and CRM at SMWF.
Exploring Key Twitter Strategies for Brand Building, PR and CRM at SMWF.
Exploring Key Twitter Strategies for Brand Building, PR and CRM at SMWF.
Exploring Key Twitter Strategies for Brand Building, PR and CRM at SMWF.
Exploring Key Twitter Strategies for Brand Building, PR and CRM at SMWF.
Exploring Key Twitter Strategies for Brand Building, PR and CRM at SMWF.
Exploring Key Twitter Strategies for Brand Building, PR and CRM at SMWF.
Exploring Key Twitter Strategies for Brand Building, PR and CRM at SMWF.
Exploring Key Twitter Strategies for Brand Building, PR and CRM at SMWF.
Exploring Key Twitter Strategies for Brand Building, PR and CRM at SMWF.
Exploring Key Twitter Strategies for Brand Building, PR and CRM at SMWF.
Exploring Key Twitter Strategies for Brand Building, PR and CRM at SMWF.
Exploring Key Twitter Strategies for Brand Building, PR and CRM at SMWF.
Exploring Key Twitter Strategies for Brand Building, PR and CRM at SMWF.
Exploring Key Twitter Strategies for Brand Building, PR and CRM at SMWF.
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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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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  • 1. Exploring Key Twitter Strategies for BrandBuilding, PR and CRM29th March 2011
  • 2. Agenda How businesses can use Twitter Twitter and the buying process Top Twips – Twitter dos Twitter Twends Questions
  • 3. 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%
  • 4. People seek tangible benefitsfrom brands eMarketer report , 2010
  • 5. 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
  • 6. The buying process & socialmedia Initial Active consideration evaluation set Moment Loyalty loop of decision Post purchase experience
  • 7. The buying process & socialmedia Initial Active consideration evaluation set Moment Loyalty loop of decision Post purchase experience
  • 8. Initial consideration @Nike use #Twitter to position themselves as the experts. By segmenting their audience they’ve been able to influence brand consideration.
  • 9. The buying process & socialmedia Initial Active consideration evaluation set Moment Loyalty loop of decision Post purchase experience
  • 10. Active evaluation & moment ofdecision @ASOS posts focus on new offers & participation in discussions with their Twitter followers.
  • 11. The buying process & socialmedia Initial Active consideration evaluation set Moment Loyalty loop of decision Post purchase experience
  • 12. Post purchase@SamsungService provides assistance for customers. It allows#Samsung to quickly deal with problems and minimise the riskof crises occurring.
  • 13. The buying process & socialmedia Initial Active consideration evaluation set Moment Loyalty loop of decision Post purchase experience
  • 14. Loyalty loopBy providing their expert knowledge within social spaces,@BestBuy used @Twelpforce to create a unique customerservice proposition.
  • 15. Optimising Twitter
  • 16. Top Twips – Twitter DosDo: Be personable. Successful engagement attracts newcustomers, improves brand equity & strengthens relationships.
  • 17. Top Twips – Twitter DosDo: Monitor conversations. Not every brand needs to be onTwitter. However, every brand should at least monitor relevantconversation clusters.
  • 18. Top Twips – Twitter DosDo: Utilise topic identifiers such as #hashtags to categoriseinformation and increase visibility.
  • 19. Top Twips – Twitter DosDo: Have a comprehensive Twitter strategy in place, includingclear brand guidelines on best practice.
  • 20. 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
  • 21. Top Twips – Twitter DosDo: Provide additional value, such as exclusive content & offersfor #Twitter followers.
  • 22. 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
  • 23. Living the brand: Twitter Twends
  • 24. 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
  • 25. 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.
  • 26. 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
  • 27. 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/
  • 28. Google’s search results getmore social
  • 29. 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.
  • 30. Questions
  • 31. 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?
  • 32. Twitter: @agency2Web: www.agency2.co.ukPhone: 0207 775 5608

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