An evaluation of microblogging as a marketing communication platform
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An evaluation of microblogging as a marketing communication platform

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The presentation I made at the International Marketing Conference on Creating, Communicating, and Delivering Value in Growing Markets. Chennai, December 22- 23, 2008 ...

The presentation I made at the International Marketing Conference on Creating, Communicating, and Delivering Value in Growing Markets. Chennai, December 22- 23, 2008

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  • 1. An evaluation of microblogging as a marketing communication platform Gautam Ramdurai [email_address] http://twistedfunnel.blogspot.com International Marketing Conference on Creating, Communicating, and Delivering Value in Growing Markets Chennai, December 22- 23, 2008
  • 2. Small is good! Time Attention Expression Tools Files Intervals The World!
  • 3. Microblogging
    • Case in point: twitter.com
  • 4. twitter.com – in its own words
  • 5. So, what are you doing? *Source: Commoncraft.com
  • 6. Structure of a microblog
    • Self Expression
    • Social Network
    • Multiple Entry-Points
    • Content Portability
  • 7. Characteristics
    • Ease and Simplicity
      • Very easy signup
    • Hyperconnectivity
      • SMS, Web, IM, Apps
    • Minimal Time Investment
      • 140 chars only
    • Speed and Real-time Updation
      • Multiple output channels
        • Emergency communication tool
  • 8. Insights for the marketer
    • Twitter users are early adopters of technology
    • Twitter users have a louder voice
    • Twitter users are more receptive towards advertising
    • Heavy Twitter users are most interested in fostering communication and exploration
  • 9. They are early adopters of technology
  • 10. They have a louder voice
    • More than 50% of surveyed candidates have a blog, myspace page or website
  • 11. They are more receptive towards advertising
  • 12. They are interested in fostering comm.
  • 13. Let’s talk business…within 140 chars
  • 14. The numbers
  • 15. What can you do with twitter? Listen Inform Relate Passive Active Promotion Responding Updation Syndication Serving
  • 16. Listen
    • Passive
      • Monitor conversations
      • Insight bank
    • Active
      • Specific questions posed
      • Float a poll
      • Relevant and valued
    JetBlue H&R Block
  • 17. Inform
    • Promotion
      • New products, offers
    • Updation
      • Announcements
      • Brand information
    • Syndication
      • Directing traffic to sites
    Dell Outlet Southwest Airlines
  • 18. Relate
    • Respond
      • Direct query by consumer
      • Statement by consumer
    • Serve
      • Ad hoc troubleshooting
    ComcastCares BaskinRobbins
  • 19. Measurement
    • Number of followers
    • Tweet frequency
    • Signal-to-noise ratio
    • Conversation index
  • 20. Conclusion
    • Marketing focus on relationship
    • Communication to conversation
    • Microblogging is a potential arena for this
    • Worry about RoI?
    • Well, what’s the price of a conversation in real life?
  • 21. Thank You! Gautam Ramdurai [email_address] http://twistedfunnel.blogspot.com