Engaging New Audiences with Twitter
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Sprinklr's Kavya Nath and Brooke Summers speak with Twitter's Lee Danya Waynik about targeting, engaging, and growing your Twitter audience in 2016
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Engaging New Audiences with Twitter
- 1. 1 © 2016 Sprinklr, Inc. All rights reserved. Engage New Audiences with Twitter February 25th, 2016
- 2. 2 © 2016 Sprinklr, Inc. All rights reserved. Presenting Lee Danya Waynik API Partner Manager Twitter Brooke Summers Sr. Manger Paid Media Marketing Sprinklr Kavya Nath Product Marketing Manager Sprinklr
- 3. 3 © 2016 Sprinklr, Inc. All rights reserved.3 © 2016 Sprinklr, Inc. All rights reserved. Twitter + Sprinklr 2016 Let’s dive a bit deeper.
- 4. 4 © 2016 Sprinklr, Inc. All rights reserved. 4 © 2016 Sprinklr. All rights reserved. Twitter
- 5. 5 © 2016 Sprinklr, Inc. All rights reserved. 5 © 2016 Sprinklr. All rights reserved. Sprinkl r
- 6. 6 © 2016 Sprinklr. All rights reserved. COMMUNITYMARKETING CARECOMMERCE Ideal Customer Journey Consumer views a promoted tweet on a new product or promotion Consumer searches product and engages with Twitter community about said product Uses promotion to buy said product Reaches out to brand regarding an issue with product
- 7. 7 © 2016 Sprinklr, Inc. All rights reserved. What’s the Hold Up? • Massive audience • Internal teams with different objectives • Campaigns and objectives risk falling short COMMUNITYMARKETING CARECOMMERCE
- 8. 8 © 2016 Sprinklr, Inc. All rights reserved. Strength in Numbers Partner across your organization Leverage integrated data Lean on paid teams to amplify the right content COMMUNITYMARKETING CARECOMMERCE
- 9. 9 © 2016 Sprinklr, Inc. All rights reserved. The Era of Customer Experience
- 10. 10 © 2016 Sprinklr, Inc. All rights reserved. Marketing 6% increase in engagement 89% Increase in sentiment
- 11. 11 © 2016 Sprinklr, Inc. All rights reserved. Community 10X number of retweets 13X number of favorites
- 12. 12 © 2016 Sprinklr, Inc. All rights reserved. Commerce 150% Increased sales 8% over revenue goals
- 13. 13 © 2016 Sprinklr, Inc. All rights reserved. Care 90% of responses within 6 hours or less 76% responses within 30 minutes
- 14. 14 © 2016 Sprinklr. All rights reserved. @bethlscher Millennial Gender: Female Age: 26 Location: San Francisco Interests: biking, running, shopping, wine tasting Most Active On: Twitter, Pinterest, Yelp Ideal Customer Journey
- 15. 15 © 2016 Sprinklr. All rights reserved. Ideal Customer Journey COMMUNITYMARKETING CARECOMMERCE Beth sees a shoe brand is going to be having a sale starting Friday – it’s a brand she has never purchased before Beth searches the product hashtag and engages with a consumer community about Sprinklr Shoes Having gotten the positive feedback on the company and product, Beth uses a coupon promoted by the brand to buy a pair of shoes After receiving the shoes, Beth finds that they don’t fit. She reaches out to the brand across the same platform she’s engaged with them in the past
- 16. 16 © 2016 Sprinklr, Inc. All rights reserved. Questions? Engage New Audiences with Twitter
Editor's Notes
- KAVYA
- KAVYA
- KAVYA
- KAVYA INTRO BROOKE
- Most brands know what they want to do to be better, and what they need to do to be better but might not understand HOW to get started. They’re challenged with understanding a large, diverse audience, internal silos, and having campaigns and objectives fail due to a fragmented approach. Social teams can’t win Twitter on their own, the organization as a whole needs to have a strategy on how best to communicate with target audiences. From how to ensure customer care is being handled, how to foster communities and its influences, and how to effectively communicate the right message to buyers throughout the entire path to purchase
- It’s imperative for brands to leverage Twitter for Marketing activities, because Marketing is the critical valve in the heart of all online interactions-- without it, the rest of the body fails to function. Marketing, Care, Communities and Commerce are a dynamic, interdependent system. 320 million MAU on Twitter. Brands should be tapping into Twitter’s immense user base. 79% of Twitter users are more likely to recommend brands they follow ties back to importance of Marketing in tandem with Communities. Users trust their peers, and if they trust your brand, they’ll do the marketing for you. Twitter users are nearly 5x more likely to share stories to their profiles than Facebook users. Marketing gives birth to brand loyalty, and brand loyalty makes users into advocates and marketers of your brand. (reiterated from Commerce slide) 67% of Twitter users are more likely to buy from the brands they follow on Twitter links back to larger picture-- Commerce, Care, Marketing, Communities-- they’re all interconnected and interdependent. Increasing brand presence through marketing on Twitter affects’ users path to purchase (commerce) A SPRINKLR EXAMPLE: One Sprinklr customer saw a 6% increase in engagement and 89% increase sentiment in conversations regarding the brand after they amplified high performing content during the launch of a new product
- Users trust their peers, their friends-- those in their social circle. In the digital age, users take to the online user communities to solve problems, get answers to questions, and learn about products before purchasing them. Brands should leverage these existing communities to expand reach, influence, and conversion. Community Proof Points 69% of users follow others based on recommendations from friends 79% of Twitter users are more likely to recommend brands they follow to friends/peers Communities give birth to real conversations, where users can validate brands to peers. Marketing takes place in communities too-- at a peer-to-peer level. This kind of P2P validation is critical in reinforcing brands’ reputations and will also influence users path to purchase 42% of consumers learn about new products and services via Twitter
- Looking for a better visual example here Twitter’s role in the purchase process is rapidly growing Proof Points: 94% of Twitter users shop on their mobile devices; 21% of Twitter mobile users use Twitter while shopping 67% of Twitter users are more likely to buy from the brands they follow on Twitter links back to larger picture-- Commerce, Care, Marketing, Communities-- they’re all interconnected and interdependent. Increasing brand presence through marketing on Twitter affects’ users path to purchase (commerce) 50% of shoppers have made purchase decisions based on a recommendation through a social network links back to the larger picture-- brands cannot view commerce in a silo The path to purchase is affected by social conversations happening in user communities. Consumers now look for community validation of X product before purchasing
- We live in an economy that is now defined by the customer. So naturally, it is critical for brands to adapt to the demands of the customer experience. TWO BRAND NEW Twitter Features designed specifically to enhance customer experiences: brands: 1) An easier way to Direct Message: it’s now easier than ever for users to transition from a public tweet to a brand, to a private DM and Customer Feedback messaging 2) Customer Feedback: a new feature called Customer Feedback will allow people to privately share opinions with a business/brand directly after a service interaction CUSTOMER CARE PROOF POINTS 81% of consumers do NOT recommend a brand to their friends if the brand did not respond to their inquiry (Twitter) this stat is alarming-- it shows how critical the experience of the customer is. Customers are also part of Communities, and when a user has a bad customer experience, this will be shared among other users in the community and will undoubtedly affect Commerce in that users will be less likely to purchase X service or product from X brand because of the negative experience of someone in their peer group. Improved customer experience, Twitter customer service can save up to 80% per interaction compared to phone calls, continuous insight and analytics Tweets at leading B2C brands are growing by over 50% per year Leading B2C brands are responding to about 60% of Tweets directed at their service accounts
- What does a potential customer look like? Review customer information