Exploring Key Twitter Strategies for Brand Building, PR and CRM at SMWF.

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Agency 2 explore key Twitter Strategies for Brand Building, PR and CRM at the Social Media World Forum Europe, 2011 (http://www.socialmedia-forum.com/europe/).

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Exploring Key Twitter Strategies for Brand Building, PR and CRM at SMWF.

  1. 1. Exploring Key Twitter Strategies for BrandBuilding, PR and CRM29th March 2011
  2. 2. Agenda How businesses can use Twitter Twitter and the buying process Top Twips – Twitter dos Twitter Twends Questions
  3. 3. agency:2 – our servicesSocial Media Services Clients OutputResearch, Analysis & Strategy Increased monthlyDevelopment subscriptions by 400% Increased leads byLead Generation 200% Conversions doubledCommunity Management month on monthCustomer Service, Training & Reduced cost per appRecruitment by 140% Cost per lead reducedSocial & Search by over 1,000%
  4. 4. People seek tangible benefitsfrom brands eMarketer report , 2010
  5. 5. How businesses can use Twitter #Twitter allows brands to communicate with their audience in relevant & meaningful ways, monitoring & responding to customers in real time.Branding Revenue generation Cost savings Encourage brand  Sales leads  Real time customer consideration  Offers & promotions support Actualise brand values  Recruitment
  6. 6. The buying process & socialmedia Initial Active consideration evaluation set Moment Loyalty loop of decision Post purchase experience
  7. 7. The buying process & socialmedia Initial Active consideration evaluation set Moment Loyalty loop of decision Post purchase experience
  8. 8. Initial consideration @Nike use #Twitter to position themselves as the experts. By segmenting their audience they’ve been able to influence brand consideration.
  9. 9. The buying process & socialmedia Initial Active consideration evaluation set Moment Loyalty loop of decision Post purchase experience
  10. 10. Active evaluation & moment ofdecision @ASOS posts focus on new offers & participation in discussions with their Twitter followers.
  11. 11. The buying process & socialmedia Initial Active consideration evaluation set Moment Loyalty loop of decision Post purchase experience
  12. 12. Post purchase@SamsungService provides assistance for customers. It allows#Samsung to quickly deal with problems and minimise the riskof crises occurring.
  13. 13. The buying process & socialmedia Initial Active consideration evaluation set Moment Loyalty loop of decision Post purchase experience
  14. 14. Loyalty loopBy providing their expert knowledge within social spaces,@BestBuy used @Twelpforce to create a unique customerservice proposition.
  15. 15. Optimising Twitter
  16. 16. Top Twips – Twitter DosDo: Be personable. Successful engagement attracts newcustomers, improves brand equity & strengthens relationships.
  17. 17. Top Twips – Twitter DosDo: Monitor conversations. Not every brand needs to be onTwitter. However, every brand should at least monitor relevantconversation clusters.
  18. 18. Top Twips – Twitter DosDo: Utilise topic identifiers such as #hashtags to categoriseinformation and increase visibility.
  19. 19. Top Twips – Twitter DosDo: Have a comprehensive Twitter strategy in place, includingclear brand guidelines on best practice.
  20. 20. Top Twips – Twitter DosDo: Use Twitter as a traffic funnel – it is a great referrer oftraffic for blogs, news sites & company websites. Initial Active consideration evaluation set Moment Loyalty loop of decision Post purchase experience
  21. 21. Top Twips – Twitter DosDo: Provide additional value, such as exclusive content & offersfor #Twitter followers.
  22. 22. How to identify influencers There are a range of tools that allow you to measure an influencer’s:  Volume  CredibilityDiscovery Tools Analysis and Research Tools Management Tools
  23. 23. Living the brand: Twitter Twends
  24. 24. Twitter used as an information gathering tool Q&A Behaviour on Social NetworksA Survey Study of Status Message Q&A Behaviour by MIT and Microsoft, 2010
  25. 25. Promoted Tweets Promoted Tweets allow brands to easily reach users who are not following them. Twitter will expand its Promoted Tweets advertising service to all users timelines in the fourth quarter of this year.
  26. 26. Twitter and the Cap Code  The Cap Code has been expanded to cover all digital spaces.  On Twitter it must be clearly stated that any references to brands and products have been paid for by writing "ad" or "spon”.www.dma.org.uk/membership/mem-code.asp
  27. 27. Mobile is the primary interface  40% of users access Twitter from mobile devices  Twitter is also trying to make itself simpler to use, and get incorporated into smartphoneshttp://www.lightspeedresearch.com/press-releases/the-mobile-shopping-revolution/
  28. 28. Google’s search results getmore social
  29. 29. Summary Brands should plot out their decision making cycle and identify how and where Twitter can add value. Twitter requires dedication and discipline - the time and resources it needs are similar to a dedicated customer service channel. Brand strategies need to be customer centric. Consider the ever-growing effect Twitter has on user experience and search optimisation – and the implications of the CAP Code.
  30. 30. Questions
  31. 31. Questions Should B2B brands be on Twitter? How do I understand the business benefits of Twitter? How can I ensure my tweets appear in Google Search results? What’s the future for Twitter? Should I manage multilingual Twitter accounts? What complements Twitter activity?
  32. 32. Twitter: @agency2Web: www.agency2.co.ukPhone: 0207 775 5608

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