Class Room Assignment depicting the success of companies using Twitter as a platform to promote themselves. Also includes some failure stories too.

1. A Social Media Management
Project
Group 11
#PowerOfTwitter

2. #GLSMMGroup11
STEFFY JOHNNARAYANAN K SSUHANA
SHABNAM
NAVEEN K
MINNA MARIA
THOMAS
ROHIT
RAJAMOHAN
SHIV KALYAN
GAJAVALLI
ARJUN
SUBRAMANIAM
PRATIK BASU
SRIVATSAN
IYENGAR

3. #TwitterJourneySoFar

4. #TwitterPower

5. #TwitterHelpingBusiness
 Helps the startups in reaching out to New Audiences – By reaching out customers across the
globe to:-
 Gauge their interest in a new product
 Get their reviews on existing products
 Providing a forum for discussion for the startup company
 Quick and Cost Effective for Breaking Information
 Twitter among the fastest networks to break information
 Zero setup and maintenance costs, with large financial gain opportunities
 Easy to learn and Use
 Simple log in and Tweet process
 Ability to pre-set a week’s worth of tweets in advance
 Twitter can Drive New Traffic to your Website and Sales Page
 By providing direct links to a new product launch, or a Sales promotion

7. #SurpriseSurpriseTwitter

8. #TwitterSuccessStories
• “Manchester United (@ManUtd) has racked up nearly half a million
followers less than a week after joining Twitter” – The first tweet went
live on July 10th
, 2013.
• They now have 4.63 million followers (4,632,059).
• The @ManUtd account, when it was new, utilized their players’ fan
base with Twitter Q&A’s (In the first week this helped to raise the
profile of the account by virtue of the players’ followers).
• To grow its follower base and engagement, the group used several
very prominent Twitter strategies in its first week:
• Breaking official news on Twitter
• Player Q&As
• Behind-the-scenes photos
• Share press coverage about the team
• The account is big on imagery, and takes a very creative approach to content. Within
the first handful of tweets, new manager and old players were celebrated/canonized by
artwork on the account.
• Manchester United use twitter and other platforms, engaging fans,
aside from Q&As, and sending out lots of insider photos, branded pics
and vines, news and player profiles, and steadily build their brand
wherever they care to.
• Give the audience what it wants, and commercial success becomes
ever more likely.

9. "Connecting with our fans is a key part of the Club's
strategy...Every month there are over 5m Manchester
United related social media posts and the level of
engagement we have with our fans via social media is
amongst the highest of all top global brands." - Richard
Arnold (Group MD)

10. #TwitterSuccessFourSea
sons
Four Seasons pioneered the effective use of social media in the luxury hotel sector
as an opportunity to both transform the way consumers engage with the brand and
to extend its legendary service into the online sphere with 24/7 monitoring and a
response mechanism for guest queries.

12. #DellSucessStory
• On why Dell tweets: "Which Dell account...there are lots of them :-)
Content subscriptions, deals and offers and then people connecting.
All with one purpose: so people can connect with Dell in ways they
want/meaningful for them.
• On the best DMs: "Best dms are always the ones looking for help
figuring out what's the best new Dell system for someone or people
who share links about their Dell pics etc."
• Concerning senior staff's awareness of Twitter: "Yes the most
senior people are well aware of the various accounts and our active
work on Twitter from all perspectives."

13. #IBMPartneringWithTwitter
• IBM and Twitter recently launched developer tools and cloud-based data analysis
services that mine Twitter data.
• The data services run on IBM’s Watson artificial intelligence technology and on
IBM BigInsights (IBM’s flavour of Hadoop). The developer tools will allow people
to write applications that pull in Twitter data.
Some of the benefits for IBM and its clients:-
•Manufacturing and development: Companies can tap Twitter data to guide their product
development and plan manufacturing schedules.
•Predicting churn rate: Using data-fuelled predictive models to predict customer churn
for Telecom and Cable service providers, when their services are impaired by severe
weather. Enabled a company to reduce churn rate by 5%.
•Determining best customer practices in Retail: IBM blended Twitter data with sales
tracked on loyalty cards and smartphone apps, as well as employee data, to provide
valuable insights regarding pre and post sale customer services.
Benefits for Twitter:-
Twitter’s “data licensing and other revenue” grew to $47 million in Q4, 2014 (a rise
of over 100%).

14. #TwitterSuccessInIndia
• ICICI Bank offers support through twitter to their banking customers.
There are customers who are frustrated with the bank’s service and
haven’t received support through conventional methods. For such
cases, ICICI Bank is constantly monitoring tweets to address
concerns with Net Banking, transaction charges, problems with
debit card.
• The graph below shows the daily conversation tweet trends for
ICICIBank_Care (from Jan 19 to Feb 18).4
The peak point was
reached when the no. of tweets exceeded 25.

15. #TwitterContests4BrandEngage
• A twitter contest has been brought as a way to build
buzz and increase brand engagement
• New followers are generated through this and brand
presence grown
Following are the different examples of Twitter
Contests
Creative Answer-
• Users have to answer a question using a hashtag
• In 2010, KFC held a similar contest and the
applicants had to
explain in 140 characters or less why they had to
win and
include hashtag #KFCScholar in their tweets

16. Sweepstakes
• This is the one where winners are chosen
randomly or through a lucky draw
• Participants have to retweet to stand a
chance to win
• Organizers can do this in 3 ways:
manually, application and follow to win
• The National Lottery and Hair Dazzle
examples are shown
#TwitterContests4BrandEngage

17.  Photo Contest
• Users have to send in a picture and they will
stand a chance to win a prize in the form of
a gift voucher
• The winner will be picked by organizers
• A similar contest was held by La Tasca
restaurant in UK
• They gave La Tasca vouchers for the
customers who sent a Twitpic of their tapas
 Question & Answer
• A very straight-forward approach
• A question is posted on Twitter and the winner will be the one who sends the
most accurate answer in the fastest time
• This makes sure that customers keep visiting the Twitter page for random
questions
• This also has a potential for users to abuse the contest by creating several
Twitter accounts to get a chance of winning the contest
• They can even use hashtags to make the contest look like spam
#TwitterContests4BrandEngage

18. #TwitterEpicFailures
• Qantas fired up a seemingly innocent
Twitter campaign featuring the hashtag
#QantasLuxury, asking folks to share
their tales of being pampered on the
airline.
• McDonald's Twitter campaign blew up in
its face when its #McDStories hashtag
got hijacked.
• Chrysler accidentally dropped an F-
bomb to thousands of followers

19. #TwitterAds
• Promote Accounts
• Promote Tweets
• Promote trends
• Brand Surveys

21. #References
• https://blog.twitter.com/2013/manchester-united-takes-
twitter-by-storm
• https://econsultancy.com/blog/63214-how-manchester-
united-uses-facebook-twitter-sina-weibo-and-google/
• https://business.twitter.com/basics/how-to-create-a-
twitter-content-strategy
• http://www.forbes.com/sites/jaysondemers/2014/04/01/h
ow-to-build-a-winning-twitter-strategy-in-2014/
• http://bits.blogs.nytimes.com/2015/03/17/ibm-introduces-
twitter-fueled-data-services-for-business/?_r=0
• http://www.yardstickservices.com/blog/how-twitter-can-
help-build-your-small-business-website