Twitter营销案例中文版

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Twitter营销案例中文版 艾瑞咨询

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Twitter营销案例中文版

  1. 1. Twitter 2010.4.29 v1.0 ‧ http://thesocialmedialog.com
  2. 2. BestBuy 3US Geological Survey 5The North Face 7Dell 9JetBlue 11Teusner Wines 13Current 15Tasti D-Lite 17CoffeeGroudz 19Esty 20NAKEDPizza 22American Apparel 23Pepsi 24Leviʼs 26
  3. 3. BestBuy @twelpforce “ ” T @twelpforce Twitter @twelpforce @reply Twitter Tweet Twitter #twelpforce Twitter @twelpforcefeed 2009 1 11 @twelpforce 19,500 2,300 – / Twitter @twelpforce Twitter Twitter “ ” @twelpforce Twitter
  4. 4. follower@twelpforce ๏ ๏ ๏ ๏ “ ” “ ” ๏ Twitter
  5. 5. US Geological Survey Tweet USGSTwitter “ ” “ ” Twitter USGSUSGS Twitter – Twitter “earthquake!” “gempa!” “temblor!” Twitter Tweet Tweet USGS Twitter TweetTweet
  6. 6. 2009 10 14 Pleasanton 3.7 Tweet Tweet USGS “ ” USGSTwitterTwitter WebUSGS Twitter @USGSted TweetUSGS Twitter Twitter USGS TwitterTweet Retweet USGS Twitter
  7. 7. The North FaceThe North Face 2007 10 Twitter2008 The North Face 12iPhone 250,000 2009 The North Face 2.0 Twitter API TheNorth Face Twitter Twitter Twitter2007 @thenorthface 2008 North Face Twitter 2009 Twitter The North Face Twitter The North FaceTwitter @thenorthface re-tweetThe North Face Twitter 2009 11 The NorthFace
  8. 8. DellDell Outlet Dell Outlet Outlet Ricardo Guerrero 2007 SXSW Twitter“ - lead time( ) ”Dell Demand Generation Stefanie Nelson “ ” “ ” Nelson ” “ Twitter Twitter – “ Twitter ” Dell Outlet Twitter spam URL RT – – Dell Outlet Twitter 300 Outlet “ ”NelsonDell 80 Dell Twitter @dellhomeoffers Twitter100 Dell @StefanieAtDell direct messages Twitter Twitter Dell Twitter
  9. 9. Nelson Twitter Twitter “ ”
  10. 10. JetBlue 2007 Twitter 100 follower Twitter Twitter“ ” Morgan Johnston Twitter Twitter “ ” Twitter – “ ”Johnston “ ” Twitter Johnston Twitter “ ” Tweet Twitter Johnston “ ’ ’”Johnston Twitter – direct message Twitter @JetBlue Johnston 6 Twitter 7×24 Johnston JetBlue “ ” “ ”
  11. 11. “ ”Johnston Twitter
  12. 12. Teusner WinesTeusner Wines Dave Brookes Brookes 2009 1 Lance Armstrong Twitter “ ” Brookes “ Twitter ” Brookes Twitter @Starbucks“ ” Brookes Teusner TwitterBrookes Twitter Teusner Wines “ ‘ G’day G’day ’ ”Brookes “ – ” TwitterTeusner Twitter Brookes Teusner Teusner Brookes Twitter “ ” Teusner Wines ” “ Riebke Shiraz Twitter Teusner
  13. 13. Teusner Brookes Teusner Tweets ” “ Brookes” “ Brookes ” “
  14. 14. Current 2008 Current Current Current Twitter “ Twitter ” Current Robin Sloan “ ”Current “ ” Current Tweet Sloan Twitter API API“ ”Frank Lentz Current “ ” Sloan 10Twitter Twitter Current Twitts“ ”Lentz “ ” Current Tweets“ Flash ” Lentz “ ” Current “ ” Sloan “ ”Sloan Twitter API “ ”
  15. 15. Current – “ ”Lentz “ ’ “ ” ’ ”
  16. 16. Tasti D-Lite Tasti D-lite 100 20 Tasti 50BJ Emerson Tasti D-lite @tastidlite BJ2008 5 Twitter Twitter BJ Twitter Tasti BJ Twitter Twitter3 “M” Twitter – Monitor MingleMeasure BJ tasti BJ Tasti D-lite @replies Twitter tastiTwitter BJ Tasti D-lite Twitter Tasti D-lite BJ – Tasti BJ Tasti Tasti D-lite Twitter Twitter – Twitter BJ Twitter Tasti tasti BJ Twitter
  17. 17. PPC Twitter BJ Tasti Twitter Twitter Twitter BJ “ Twitter – Twitter”
  18. 18. CoffeeGroudzCoffeeGroudz 16 10 CoffeeGroudz J.R.Cohen “ ”JR. Cohen2008 10 Twitter J.R. “ DM Direct Message Twitter ” J.R. Twitter Twitter J.R. “ J.R.”J.R. J.R. “ ”2008 CoffeeGroudz Sean Stoner @maslowbeer “to-go ” Sean Twitter J.R. Twitter Sean J.R.JR Sean Twitter to-go J.R. “ ”“ ” “ to-go ”
  19. 19. EstyEsty 2005 65 25 EtsyEtsy 2007 Twitter Twitter Anda Corrie @EtsyEtsy Twitter Anda@Etsy Tweet TwitterAnda “ ”Etsy Twitter Etsy Blog The Storque Anda Twitter“ ” Twitter Blog RSS Feed Anda “ ” Twitter @Etsy Twitter EtsyTwitter retweets retweettweet Etsy Twitter @Etsy Etsy “ ” “Twitter ” Anda Anda “ Twitter ” Anda Twitter Etsy Blog Twitter @Etsy Twitter Etsy Anda Etsy tweet @Etsy retweet Etsy Twitter 2009 4 24 – “Etsy Day Etsy ” Etsy SchuGirl Etsy Etsy 2009 4 24
  20. 20. “ Etsy ”Etsy day Martha Stewart @MarthaStewart Twitter Anda @Etsy Anda Twitter Etsy Twitter
  21. 21. NAKEDPizza2006 NAKEDPizza Pizza NAKEDPizza pizzaJeff Leach Randy Crochet Naked Pizza 2009 3 Twitter MarkCuban Jeff Twitter pizza 2000 3000 1“ Twitter ” JeffTwitter Jeff Twitter Twitter Twitter Naked Naked Pizza Twitter TwitterNaked Pizza Twitter 4 23 Twitter 15%Jeff 5 29 Twitter 68.6% “ Twitter ”
  22. 22. American Apparel American Apparel 2007@americanapparel Lisa Kim Twitter American Apparel Blog Fans Blog Fans Twitter Lisa @americanapparel DM Ryan Marshal ·ThePanicRoomAmerican Apparel Blog Lisa American ApparelLisa Blog American Apparel BannerBlog pacingthepanicroom.com American Apparel Twitter Twitter
  23. 23. Pepsi 21 Purchase – 20091 Twitter @ @ Co“ ” AnamariaIrazabal “ Twitter ” Twitter Irazabal Twitter ” “ 2009 Throwback Twitter Twitter ” ““ ” Bonin Bough “Twitter ” Twitter Michael Jackson 1980 7 Twitter “ Michael” “ ”Irazabal “Twitter ” Twitter Twitter“ ” Josh Karpf
  24. 24. DM Email“ ” Irazabal “ ” Rachel Mills @PepsiCo Mills Twitter Mills Tweet 3 “ ” Irazabal “ ” Tweet Twitter“ 6 ” Irazabal “ ”
  25. 25. Leviʼs2008 Levi’s 2009 – Levi’s Levi’s DNA “Go Forth ” Levi’s Gareth HornbergerTwitter Levi’s Gareth “@Levisguy” Levi’s Levi’s1853 Levi’s Levi’s @Levisguy Gareth 22 Twitter Logo Levi’s@Levisguy Gareth Levi’s Tweet fans Levi’s NBA501 Levi’s

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