Twitter vodafone
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Twitter vodafone






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    Twitter vodafone Twitter vodafone Presentation Transcript

    • Twitter and the evolution of #social to the centre of the digital eco-system Aliza Knox, Managing Director of Online Sales, APAC Twitter, Inc. @alizaknox Alice Smith, Social Media Campaign Manager, Vodafone Australia. @alicesinwonders
    • Twitter brings you closer...
    • @TwitterAds | Confidential 5 Adidas @Adidas What happened when David Beckham surprised fans in our UK #takethestage photobooth? goOgSpzYe6I Tweets Adidas #TakeTheStage Photo booth
    • @TwitterAds | Confidential 6
    • London helicopter crash 16 Jan 2013 London helicopter crash 16 Jan 2013
    • 8:03 AM Aaron James Rodgers @bottle_bohemia ` 248 RETWEETS 16 FAVORITES Just witness an horrific crash! Helicopter hit a crane, spiralled into the ground!
    • Quin @QuinMurray Helicopter just hit a crane and crashed a few metres in front of me in vauxhall. Completely shaken. 2,379 RETWEETS 100 FAVORITES 8:05 AM
    • BBC Radio 5 live @bbc5live BREAKING: Reports a helicopter has crashed at South Bank in London. Live: 8:13 AM 129 RETWEETS 2 FAVORITES
    • Craig Jenner @craiglet Helicopter just hit our building in vauxhall 2,563 RETWEETS 116 FAVORITES 8:15 AM
    • BBC Breaking News @BBCBreaking #Helicopter crashes during morning rush hour near #Vauxhall station in south London, witnesses report - no official confirmation 8:17 AM 1,441 RETWEETS 19 FAVORITES
    • Twitter users are GLOBAL 31% North America 16% South America 25% Asia 1% 20% Europe 5% Africa AU 5% Middle East
    • 200Mactive users
    • Now: Every 2.5 days Then: 3 years, 2 months, 1 day 1 Billion Tweets
    • Issues with products or service Requests about the company Customer service interactions Sales leads 70% 66% 60% 42% When you listen, you find
    • Rupak Saluja @roopaksaluja Breakfast Pre-PPM at @fsmumbai. Featuring croissants & Bircher Muesli. Four Seasons Mumbai @FSMumbai @roopaksaluja Enjoy your breakfast. Happy Sunday! : )
    • Rupak Saluja @roopaksaluja @FSMumbai thx. Must complain about the service though. As a regular, I find breakfast service to be below par & below global FS standards. Four Seasons Mumbai @FSMumbai @roopaksaluja Thanks for the feedback. We will address it with our team. Rupak Saluja @roopaksaluja @FSMumbai Thx for the prompt action. Rashmi came to my table to get feedback. Stuff gets easily forgiven when attended to like that.
    • build brand engagement increase purchases
    • build brand engagement increase purchases
    • Promoted
    • Promoted Tweet Promoted Trend Promoted Account
    • 10xnumber of downloads compared to other mobile advertising channels 5.6 Peak engagement rate 300%increase in followers
    • Drive in-tweet interaction with cards Preview content, integrate media and deep-link to sites and downloads within a Tweet Media Image: photos Player: audio/video/livestream Product Product summary with link to website App Mobile app card with the app download feature Summary In-Tweet article summary with link to website
    • introducing Vine Sign in with Twitter Sign in with Email
    • Samsung #GalaxyVine Samsung Mobile US @SamsungMobileUS There’s a first Vine on every phone. Galaxy owners, start your index fingers. #GalaxyVine Promoted by Samsung Mobile US
    • Twitter, Inc. | Confidential Source: Compete US 2012; Source: BlueFin Study 2012 THE SOURCE TWITTER DRIVES THE ONLINE TV CONVERSATION 50% Of Twitter users access Twitter while watching TV 95% Of the public conversation around TV is taking place on Twitter 33
    • One can move the world with 140 characters.
    • villainVodafone’s journey from villain to hero Vodafone Australia, July 2013 Changing the brand one conversation at a time via Twitter
    • How does Twitter help us to be heroes? AvailabilityWe are where our customers want us to and expect us to be EngagementTwo-way conversations and a listening tool to form business decisions BrandThe voice of our human network
    • Using Twitter for Care AccessibilityQuick fire responses from @VodafoneAU_Help Risk managementBeing resolution focused, timely and honest ResolutionsFast and in the channel chosen by the customer (Twitter)
    • Using Twitter for Brand Products & Services Brand Voice Marketing Campaigns • • •
    • Gaga = social royalty All Time Vodafone prepaid to leverage the Gaga mania in the social space Content long-tail • • • #AllTimeGagaLive
    • 1st Aussie brand to book promoted tweets
    • Second screen interactions Impressions Clicks
    • #TheVoiceAU
    • #TheVoiceAU
    • Results 6.2Mimpressions 746retweets 12.4%engagement rate in search 34%positive brand sentiment
    • #TeamVodafone
    • Interest targeting
    • Results 34,500engagements 2300unique brand mentions 15.4%peak engagement rate 36%positive brand sentiment
    • Give Vodafone customers and cricket lovers a means to access their passion; anywhere, anytime. Cricket
    • Cricket
    • Results 1.3Mapp downloads 2.5Mpromoted tweet impressions 6000app download leads via Twitter
    • Real time: One-to-one marketing
    • #MaddensHW 80retweets 368mentions 303uses of #MaddensHW 27,162reach 18live tweets real time responding and retweeting
    • 167$ men(ons$at$ 9pm.$Trends$ stayed$the$ same$ Conversa)on*peaked*at* 8pm*with*417*men)ons.* Trends:*Re;twee)ng*Joel* Madden’s*‘Stuck*in*the* basement’*Tweet;* conversa)on*around*the* party*and*enjoyment.* #MaddensHW
    • Generating positive word of mouth Team Joel Madden | @Team_JoelMadden | 6,537 Followers |Tweet
    • Where to now? Restore trust and confidence Amplify the voice of our advocates We’re still on our way to being a hero - Twitter is a key part of our brand recovery arsenal • • •