XMPie Twitter Campaign

XMPie / Twitter Campaign
Driving conversational marketing to the next stage

Campaign Background – Why Twitter?
Twitter is one of the rapidly growing social media sites on the planet
Average user of twitter:
25 45
Male
No kids
Graduate
Browsing from work
Whereas Facebook is about sharing with those that you know – Twitter is more directed at following those that you are interested in.
Facebook is more consumer use than business – whereas Twitter has a higher percentage of business / brand conversation
October 14, 2009

Campaign Background – Why Twitter?
Within Twitter I ‘Follow’ people / companies that I am interested in listening to or conversing with.
Therefore by ‘following’ I am expressing an interest in that account
XMPie is about developing conversational marketing campaigns
However you either have to already know your audience or ask someone to refer another that might be interested.
Combining Twitter and XMPie offers a real-advantage
People can bring themselves into a campaign by simple expressing ‘interest’
Those following someone that brought themselves into the campaign can also follow the leader – as we promote the fact that the user has brought themselves into the campaign.
We spread virally to ‘followers’ of ‘followers’
October 14, 2009

Walkthrough of the Campaign Stages
Recipient initiates the campaign by ‘following’ us on Twitter
We recognise that a new user is following – so we send them back a ‘direct message’ containing a RURL
Recipient comes into their RURL and is asked to ‘authorise’ themselves
Once the user is authorised, we ‘tweet’ back out a message to the recipient’s followers virally spreading the word
Recipient then has the option to create and download a ‘All-Access’ badge to queue-jump into the Innovation showcase at MediaPro
We capture the recipient’s data and are able to continue the conversation.
17-Jun-09

Key to processes
October 14, 2009
What is doing what in the campaign?
CustomApplication
Core XMPie functionality
Custom application using XMPie’s API
Core Twitter.com functionality

Stage 1 – Following us on Twitter
October 14, 2009
By following ‘XMPieMediaPro09’ on Twitter I am initiating the conversation and expressing interest in the product, service or event.

Stage 2 – Acknowledging the follower
October 14, 2009
CustomApplication
Campaign recognises a new follower, enters their details into the database and sends back a ‘direct message’ containing a RURL for the recipient to access.

Stage 2 – Acknowledging the follower
October 14, 2009
Twitter automatically emails the recipient informing them that they have received a ‘direct message’ – so the recipient can access their RURL direct from there as well.

Stage 3 – Initial RURL landing page
October 14, 2009
CustomApplication
The recipient accesses their RURL which contains personalised copy, as well as a random choice of 3 silhouetted images – To continue we ask to authorise.

Stage 4 – Authorising with Twitter
October 14, 2009
CustomApplication
Recipient authorises with Twitter, effectively granting access to XMPie to access their profile and tweet stream. This is a standard Twitter application process.

Stage 5 – Getting the word out there
October 14, 2009
CustomApplication
Once a user authorises us, we can then ‘tweet’ out to their followers a message. This is what the user’s followers would see.

Stage 5 – Back at the RURL
October 14, 2009
CustomApplication
Recipient is automatically directed back to their RURL which now changes – and talks to them in detail about the offering to get an ‘All-Access’ badge to the show.

Stage 5 – Back at the RURL
October 14, 2009
CustomApplication
In order to get their ‘All-Access’ badge we need the recipient to check and update their personal information – this is entered directly back into the database.

Stage 5 – Downloading the badge
October 14, 2009
CustomApplication
XMPie then creates a PDF ‘All-Access’ badge for the recipient to download and print to gain access to the Innovation showcase.

Value of Twitter Conversational Marketing
No longer do I need any recipient data to start the campaign
Harness the popularity of Twitter to viral spread a campaign
XMPie produces RURLs on-demand when someone expresses an interest in the campaign
Immediately develop a conversation with the recipient – as we already know something about the recipient as soon as they enter the campaign (Twitter profile information)
XMPie works in synchronicity with Twitter to bring the user in before taking over control from Twitter.
October 14, 2009

David Baldaro
david.baldaro@xmpie.com
http://www.twitter.com/davidbaldarohttp://david.baldaro.me.uk

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XMPie Twitter Campaign

by David Baldaro on Oct 14, 2009

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XMPie Twitter Campaign — Presentation Transcript