Effectiveness of twitter in increasing the brand Awareness

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A study on Effectiveness of twitter in increasing the brand Awareness. This research includes the primary research as well as various twitter case studies.

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Effectiveness of twitter in increasing the brand Awareness

  1. 1. Dissertation Presentation<br />“Effectiveness of Twitter in Increasing the Brand Awareness”<br />Mentor: <br />Prof. Praveen kumar<br />Presented By<br />DeveshShukla<br />2A-17<br />PNR: 09020441122<br />Marketing -Finance<br />Symbiosis Institute Of Management Studies, Pune<br />
  2. 2. Objective & Methodology<br />Symbiosis Institute Of Management Studies, Pune<br />
  3. 3. Introduction<br />It’s a micro blogging service, enabling its users to send and read messages called tweets. <br />Tweets are text-based posts of up to 140 characters displayed on the user's profile page. <br />Users may subscribe to other users' tweets—this is known as following and subscribers are known as followers.<br />Symbiosis Institute Of Management Studies, Pune<br />
  4. 4. Symbiosis Institute Of Management Studies, Pune<br />
  5. 5. Source: http://www.penn-olson.com/2010/03/28/5-essential-social-media-infographics-for-marketers/<br />Symbiosis Institute Of Management Studies, Pune<br />
  6. 6. Some Twitter Facts<br />Source: http://www.penn-olson.com/2010/03/28/5-essential-social-media-infographics-for-marketers/<br />Symbiosis Institute Of Management Studies, Pune<br />
  7. 7. Twitter as an Advertisement Tool<br />Symbiosis Institute Of Management Studies, Pune<br />
  8. 8. Twitter Integration<br />Symbiosis Institute Of Management Studies, Pune<br />
  9. 9. Twitter Case Studies<br />Symbiosis Institute Of Management Studies, Pune<br />
  10. 10. MTV Video Music Awards 2010<br />Symbiosis Institute Of Management Studies, Pune<br />
  11. 11. MTV Video Music Awards 2010<br />First, there was the visualization for web users. This was a live Twitter scoreboard for people watching the VMAs at home. They could tweet directly from the app, and they did—194,000 times. <br />Second, there was a stripped-down version of the viz designed for the VMA white carpet, where it was narrated by Gabi Gregg, MTV’s first Twitter Jockey.<br />Third, there was a wide-screen version that was integrated into the main show, lighting up a 95-foot-wide screen three times over the course of the broadcast. <br />Symbiosis Institute Of Management Studies, Pune<br />
  12. 12. MTV Video Music Awards 2010<br /><ul><li> Over 11 million viewers, making them the highest-rated since 2002
  13. 13. 2.3 million posted during the East and West Coast broadcasts.
  14. 14. The size of the raw audience.
  15. 15. The scale of the live conversation.
  16. 16. MTV has cemented its position as the leader in live Twitter integration on TV</li></ul>Symbiosis Institute Of Management Studies, Pune<br />
  17. 17. National Broadcasting Company- Winter Olympics 2010<br />Stamen Design built a platform called Eddy to connect to the Streaming API <br />Symbiosis Institute Of Management Studies, Pune<br />
  18. 18. National Broadcasting Company- Winter Olympics 2010<br />Filter tweets by keywords : olympics, curling, ApoloOhno etc.<br />Identify certain accounts that they wanted to prioritize: Olympic athletes and other celebrities, for instance<br />The platform pulled in 50 million tweets over the course of the Winter Olympics<br />second filtering pass knocked that initial grab down to around 2 million.<br />Swarm ultimately filtered the 2 million down to around 170,000 for display in this zoomed-in view.<br />This made a huge TRP success for NBC in winter Olympics 2010 coverage<br />Symbiosis Institute Of Management Studies, Pune<br />
  19. 19. OxygenLive- Bad Girls Club Show<br /><ul><li> Over two million viewers per episode
  20. 20. In the beginning of its fourth season, the network piloted a program called OxygenLive a “social viewing party” with talent from the show, pulling comments and conversation from Twitter </li></ul>Symbiosis Institute Of Management Studies, Pune<br />
  21. 21. OxygenLive- Bad Girls Club Show<br />Oxygen kicked off the conversation 30 minutes before the show started. <br />During the East Coast airing, where they piloted the OxygenLive party, ratings for adults 18-49 were up 92% from the previous season. (109% for females 18-49.)<br /> <br />During the West Coast airing, where they did not initially pilot OxygenLive, ratings were up only 14%. (And only 9% for females 18-49.)<br />During the West Coast airing, with OxygenLive now running, ratings for adults 18-49 rose to 56% above the previous season. (For females 18-49, they reached 57%.)<br />Symbiosis Institute Of Management Studies, Pune<br />
  22. 22. OxygenLive- Bad Girls Club Show<br />Source: www.mashable.com<br />Symbiosis Institute Of Management Studies, Pune<br />
  23. 23. Starbucks Coffee<br />Symbiosis Institute Of Management Studies, Pune<br />
  24. 24. Starbucks Coffee<br />Over 120,000 followers on Twitter<br />What’s your Starbucks idea campaign?<br />When some people voiced that coffee was tastier in ceramic mugs than in paper or foam ones, the idea of people getting their own mugs became popular. <br />Starbucks went a step further and offered a discount to those who brought their own mugs.<br />Starbucks recently came up with new size of can starbuckstrenta. They tweeted about the new product to be launched and made it promoted at twitter. This immediately went viral and had more than 2 million of retweets. <br />Symbiosis Institute Of Management Studies, Pune<br />
  25. 25. Southwest Airlines <br />Symbiosis Institute Of Management Studies, Pune<br />
  26. 26. Southwest Airlines <br />More than 10,000,00 followers<br />Dedicated corporate communications team for twitter<br />Careful attention to how their customers interact with and respond to them online<br />Inform their customers of flight delays or weather issues<br />Route potential customer service inquiries to appropriate internal team members so they can assist<br />Listening, engaging, and embracing communication with your customers is a key to building long-term brand awareness, loyalty, and even a bit of fun<br />Symbiosis Institute Of Management Studies, Pune<br />
  27. 27. Tastidlite<br />Three “M” approach<br /><ul><li>Monitor- “Using search to listen to what Twitter users were saying about tasti, its products, and its competitors”
  28. 28. Mingle- “Jump into the conversation and mingle with customers who were already talking about tasti and their New York dessert needs, using DM or @replies”.
  29. 29. Measure – “Create specific codes for each coupon that are entered into the point of sale cash registers at tasti locations to enable the tracking of coupon conversions and the resulting sales”</li></ul>Symbiosis Institute Of Management Studies, Pune<br />
  30. 30. Primary Market Research findings<br />Symbiosis Institute Of Management Studies, Pune<br />
  31. 31. In what country is your organization based?<br />Symbiosis Institute Of Management Studies, Pune<br />
  32. 32. How would you describe the extent of your organization's involvement on Twitter?<br />Symbiosis Institute Of Management Studies, Pune<br />
  33. 33. Your organization's Twitter account is managed by...<br />Symbiosis Institute Of Management Studies, Pune<br />
  34. 34. How centralized is the management your organization's social media efforts?<br />Symbiosis Institute Of Management Studies, Pune<br />
  35. 35. Do you maintain official profiles for your organization or products on Twitter?<br />Symbiosis Institute Of Management Studies, Pune<br />
  36. 36. How much does your organization spend on Twitter per year?<br />Symbiosis Institute Of Management Studies, Pune<br />
  37. 37. Has the amount of money your organization spends on Twitter changed in the last year?<br />Symbiosis Institute Of Management Studies, Pune<br />
  38. 38. Will the amount of money your organization spends on Twitter change in the next year?<br />Symbiosis Institute Of Management Studies, Pune<br />
  39. 39. What is the primary purpose for your organization's presence on Twitter?<br />Symbiosis Institute Of Management Studies, Pune<br />
  40. 40. Twitter is good for...<br />Symbiosis Institute Of Management Studies, Pune<br />
  41. 41. How do you judge the effectiveness of your Twitter efforts?<br />Symbiosis Institute Of Management Studies, Pune<br />
  42. 42. Which channels are least effective at achieving your goals?<br />Symbiosis Institute Of Management Studies, Pune<br />
  43. 43. Chi Square Analysis<br />H0: There is no significant difference in involvement levels of organizations on twitter between India and USA at 95% confidence level <br />Pearson Chi-Square = 8.661, DF = 3, P-Value = 0.034 <br />Likelihood Ratio Chi-Square = 8.943, DF = 3, P-Value = 0.030<br />From the chi square test, we get p value=.034<.05(significance level). Hence we reject H0. Hence there is a significant difference in the pattern of involvement of organizations on twitter between India and USA.<br />Symbiosis Institute Of Management Studies, Pune<br />
  44. 44. H0: There is no significant difference in the way twitter accounts are managed centrally between India and USA at 95% confidence level <br />Pearson Chi-Square = 4.181, DF = 2, P-Value = 0.124 <br />Likelihood Ratio Chi-Square = 4.574, DF = 2, P-Value = 0.102<br />From the test, p value=0.124>0.05(significance level). Hence we cannot reject H0. Hence there is no significant difference in the way twitter accounts are managed centrally between India and USA<br />Chi Square Analysis<br />Symbiosis Institute Of Management Studies, Pune<br />
  45. 45. Chi Square Analysis<br />H0: There is no significant difference in effectiveness of twitter in increasing brand awareness of between India and USA at 95% confidence level<br />Pearson Chi-Square = 7.059, DF = 2, P-Value = 0.043 <br />Likelihood Ratio Chi-Square = 7.085, DF = 2, P-Value = 0.040<br />From the chi square test, we get p- value=0.043<.05(significance level). Hence we reject H0. Hence there is a significant difference in effectiveness of twitter in increasing brand awareness of between India and USA organizations.<br />Symbiosis Institute Of Management Studies, Pune<br />
  46. 46. Conclusion<br />Most of the companies have started exploring this unique new way medium to interact with users. <br />The spending has increased significantly by the introduction of twitter advertisements. <br />Most of the companies agree that they use twitter for increasing the brand awareness and PR.<br />Our Chi square test done also shows significant level of increase in brand awareness of the products using twitter in an effective manner.<br />MTV and other case studies proves the point that if we use twitter in a proper way to interact with customers, it helps in increasing the brand awareness.<br />Symbiosis Institute Of Management Studies, Pune<br />
  47. 47. Recommendation<br /> Define your goal <br /> Identify your target audience <br /> Listen to them to ascertain what they might want to learn from you. <br /> Tweet content that offers some value to them whether it is educational or entertaining. <br /> Don't follow everyone on the planet to gain big numbers <br /> Just follow the people in your niche. <br /> Then read their Tweets and respond and Retweet when appropriate. <br />Set up RSS feeds on brands and related topics so that you can respond to people you aren't following and build new connections. <br />Symbiosis Institute Of Management Studies, Pune<br />
  48. 48. Thank You<br />Symbiosis Institute Of Management Studies, Pune<br />
  49. 49. Symbiosis Institute Of Management Studies, Pune<br />

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