Best Practice on Twitter

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  • @ibnlive: 4,34, 347 followers
    @timesofindia: 8,67,758 followers
    @IPL: 1,022,458 followers
    http://simplify360.com/blog/23-interesting-social-media-statistics-and-facts-about-india/
    http://socialbrands.media2win.com/twitter/
    http://www.beevolve.com/twitter-statistics/
  • @bmwindia: 3955 followers 16 following
    @AudiIn: 12,508 followers 323 following
    @mercedesbenzindia: 8180 followers 130 following
  • @landrover_UK: 32,187 followers 921 following
    @JaguarUSA: 1,18,073 followers 213 following
    @JaguarUK: 10,953 followers 4455 following
  • http://askaaronlee.com/twitter-strategies/
  • Best Practice on Twitter

    1. 1. BEST PRACTICE ON TWITTER
    2. 2. Index  India Twitter Landscape  Challenge  Luxury Brands on Twitter • Luxury brands • Observations  Strategy  Twitter Calendar  BIG ideas
    3. 3. India Twitter Landscape • 15 million users in India • Top 6th twitter nation in the world • 80% of male users vs. 20% females • Maximum twitter users in the age group of 25 – 34 • Top 3 active brands on Twitter: • • • @ibnlive (News updates) @timesofindia (News updates) @IPL (Sports & Event)
    4. 4. Challenges 1 Handle 2 Brands 2 Distinct personalities 140 characters for brand tonality
    5. 5. Luxury brands on Twitter
    6. 6. Burberry • • Intent: Intent: Awareness Awareness • • Content: Content: Collection highlights Collection highlights Celeb associations and events Celeb associations and events • • Integration: Integration: Redirection to ecommerce website Redirection to ecommerce website • • Drawback: Drawback: Lack of follower engagement Lack of follower engagement TWEETS 4934 FOLLOWERS 1983700 FOLLOWING 160
    7. 7. Tiffany • • Intent: Intent: Awareness Awareness • • Content: Content: Visually appealing catalogue images Visually appealing catalogue images Collection highlight Collection highlight Celeb associations and events Celeb associations and events High follower engagement High follower engagement • • Integration: Integration: Pinterest & Tumblr Pinterest & Tumblr • • Drawback: Drawback: Lack of content variety Lack of content variety TWEETS 6952 FOLLOWERS 557393 FOLLOWING 93
    8. 8. Louis Vuitton • • Intent: Intent: Aspirational and Engaging Aspirational and Engaging • • Content: Content: Celeb association Celeb association Collection details Collection details Event updates Event updates Contests Contests • • Integration: Integration: Instagram Instagram • • Drawback: Drawback: Lack of follower appreciation Lack of follower appreciation through Retweets through Retweets TWEETS 1576 FOLLOWERS 1153880 FOLLOWING 187
    9. 9. Johnnie Walker • • Intent: Intent: Aspirational & Engaging Aspirational & Engaging • • Content: Content: Content tone is fun and quirky Content tone is fun and quirky General and brand event updates General and brand event updates Product details Product details Interesting hashtags Interesting hashtags • • Integration: Integration: Instagram & YouTube Instagram & YouTube • • Drawback: Drawback: Lack of unique brand personality Lack of unique brand personality TWEETS 1576 FOLLOWERS 3,356 FOLLOWING 187
    10. 10. Auto India BMW 7 series launched through conversation drive on Twitter Mercedes India Introduction to Merc AMG through a Twitter contest BMW India Audi India Twitter competition introducing ultra light Audi R8 and engaging follower base to state their dream road to drive it on • • Product launch Product launch • • Product features Product features • • Contest Contest
    11. 11. • • Festivals & Experience Festivals & Experience drives drives JLR Global • • Celeb associations Celeb associations Land Rover UK • • Product launch Product launch • • Platform integration Platform integration All New Range Rover Sport 360 view on Twitter using VINE Land Rover UK Goodwood Festival of Speed promoted through Twitter trivia based competition • • Contest Contest Jaguar Jaguar UK UK Jaguar USA #MyTurnToJag party with celebs at Miami Beach amplified on Twitter #YourTurnBritain F-TYPE contest to depict Modern Britain in artistic manner amplified on Twitter & Tumblr
    12. 12. Summary of observations  Conversations are personal.  Luxury category keeps the aspirational value intact  Luxury brands position themselves as trend setters, opinion shapers and a beacon of knowledge within their industry.  Integration with other platforms help increase the reach  Conversations are succinct and sophisticated whilst remaining informative and useful.
    13. 13. Strategy
    14. 14. extreme luxury We are exclusive We are the cultural tastemakers Facebook is to build community Twitter is evolved, niche and personal We are
    15. 15. Our Approach • • Identify the influencers and follow them Follow brand conversations closely • • • • Proactive conversations Respond in the customer tonality Current trend or hot topic updates Re-Tweet worthy tweet • • Engage with the audience to drive conversations and virality DM customers on their query being address to add human approach
    16. 16. Content Mix • Event Activation: Live updates and event schedules • Product Promotion & Sales: Launches, Promotions, worthy Re-Tweets generic and brand related • Utility: Highlight utility features • Thought leadership: Brand oriented luxury category content • Customer relations: Escalate and Activate brand ambassadors through good service **Long Term Objective**
    17. 17. Best of Twitter USE RETWEET AND NOT RT KEEP TWEETS SHORT Retweet drives 23x higher engagement then abbreviation Less than 100characters received more than 17% higher engagement also results in higher RT USE ATLEAST ONE HASHTAG USE IMAGES IN YOUR TWEET Brands that use Twitpics received 2x higher engagement ADD A CALL TO ACTION Call to action increases engagement to 12x higher Brands that use atleast one hashtag received 2x higher engagement

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