Getting More from Twitter. 6 Tips with brand insights


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Brands can improve their Twitter campaigns through understanding more about how their presence and actions impact engagement, clicks and sales.

Brand examples in this presentation include British Airways, El Al, Sephora, Bollinger, Honda, Coca Cola, Selfridges, Southwest Airlines, Gucci, Cathay Pacific, Paralympics Team GB.

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Getting More from Twitter. 6 Tips with brand insights

  1. 1. Getting more from TwitterBirdSong: Social Media Reconnaissance
  2. 2. What is BirdSong?• Social Media Insights on demand• Identify key metrics of presence for any brand on Twitter, Facebook & Pinterest
  3. 3. Background• Most brands are using Twitter with competence• Like any marketing channel its use can be improved to deliver greater results• Whilst many brands skip straight to mentions and influence, we believe that an improved presence will help build strong foundations for growth• Using BirdSong we illustrate how brands can be improving their existing presence and strategy to improve engagement and results
  4. 4. 1. Understand your audience• How much do you know about your followers?• Have you ever asked your database for their Twitter account?• Have you ever asked your Twitter users if they have bought from you?• By understanding a little more about your followers, you could be gaining a lot more value form them
  5. 5. • Understand more about your audience• Or those of your competition!
  6. 6. 2. Be there for the customer• Too many brands manage their Twitter account round their office hours• But what if your audience is more active after office hours?• If you are not paying attention, you could lose customers to smarter rivals
  7. 7. Honda UK Tweet PatternsQuestion: When is the busiest day for car research & purchase?Is their Twitter presence aligned with this?
  8. 8. Selfridges Tweet PatternsQuestion: When is the busiest time for Selfridges online?Is their Twitter presence aligned with this?
  9. 9. EL AL TweetPatterns
  10. 10. British Airways Tweet PatternsQuestion: How many people fly at the weekend?
  11. 11. 3. Engage, don’t broadcast• Twitter is NOT a broadcast medium• Make sure your Tweet stream is a good mix of tweets, replies and retweets• The more engaging your content, the more engagement you will receive
  12. 12. Miele UK Tweet Mix
  13. 13. Sephora Tweet Mix
  14. 14. Bollinger Broadcast?
  15. 15. 3. Follow Back• On average a brand follows between 10% and 30% of its followers• Some brands have in house algorithms for choosing whom to follow but many just don’t• Not all users know the .@ prefix . Without following a consumer, the brands may miss @ mentions.• Following a user shows your brand cares about their opinion
  16. 16. Follow Back
  17. 17. 4. Follow More• You can identify a potential audience through listening for brand or relevant mentions• However, if 40% all users never actually tweet, you are missing a % of the audience• By identifying users that follow your competitors or cross referencing them against other accounts will give you a better understanding of potential customers by their actions, not words• Some examples…
  18. 18. Follower overlap for BA & El Al By identifying the cross overyou can identify a potentially more valuable audience
  19. 19. 5. Align your message!• Tweet streams need to be organic, delivering value to your followers• Successful tweet streams will also have some impact on search results• So don’t forget to mention what you do!
  20. 20. Virgin Media
  21. 21. El Al
  22. 22.
  23. 23. Paralympics GB!
  24. 24. Conclusion• These are 6 initial steps to improve your Twitter presence• By improving the efficiency of your Twitter profile you can achieve greater engagement and visibility• From greater engagement and visibility comes greater opportunities to generate reaction, growth and sales from your Twitter profile
  25. 25. These insights and many moreare available