Have a Slice of San Francisco Using Twitter to Create a San Francisco Brand TABLE OF CONTENTS TIMBUK2 |  MEDIA STRATEGY 20...
Agenda <ul><ul><li>Executive Summary </li></ul></ul><ul><ul><li>Current Situation </li></ul></ul><ul><ul><ul><li>Current S...
Executive Summary <ul><li>Timbuk2 can utilize Twitter to help brand Timbuk2 bags as an essential part of San Francisco ide...
Current Timbuk2 Twitter Page Good customer interaction, but still room for improvement
Current Situation <ul><li>Lack of integration with other web properties  </li></ul><ul><li>Busy background </li></ul><ul><...
Competitive Analysis <ul><li>Much more expensive, much smaller customer base </li></ul><ul><li>Relies more on viral market...
Competitive Analysis: ChromeBagsSF Effective space utilization “ SF” present in name Moderate following Creative tweets ho...
Competitive Analysis: Rickshawbags Much smaller following Deters casual browsers from interacting with brand
Strategy spark   interest engage   customers champion  brand lifestyle Branding Strategy Integrate Twitter into overall br...
Twitter Tenets Follow guidelines to maximize customer experience Engage with customers Follow, respond, and interact with ...
Quick Recommendations Improvements that can be implemented immediately
Developing the SF Brand: A Marketing Strategy Tie in “San Francisco” identity to every brand message
Encouraging customers to use Twitter
Implementation <ul><li>Assess current practices </li></ul><ul><li>Decide whether or not to expand campaign to other commun...
Twitter Screenshot: After Available: http://www.twitter.com/timbuktweet
Impact Analysis San Francisco Brand Identity <ul><li>Viral marketing saves money and increases authenticity of the message...
Q&A <ul><ul><li>Executive Summary </li></ul></ul><ul><ul><li>Current Situation </li></ul></ul><ul><ul><ul><li>Current Stra...
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Twitter Strategy for Funky Brand

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Final presentation in Haas School of Business: Business & Journalism class on how a funky lifestyle brand can effectively use Twitter. Given by Arielle Patrice Scott and Amy Young

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Twitter Strategy for Funky Brand

  1. 1. Have a Slice of San Francisco Using Twitter to Create a San Francisco Brand TABLE OF CONTENTS TIMBUK2 | MEDIA STRATEGY 2009 ARIELLE SCOTT AMY YOUNG
  2. 2. Agenda <ul><ul><li>Executive Summary </li></ul></ul><ul><ul><li>Current Situation </li></ul></ul><ul><ul><ul><li>Current Strategy </li></ul></ul></ul><ul><ul><ul><li>Competitor Analysis </li></ul></ul></ul><ul><ul><li>Recommendation </li></ul></ul><ul><ul><ul><li>Twitter Tenets </li></ul></ul></ul><ul><ul><ul><li>Quick Recommendations </li></ul></ul></ul><ul><ul><ul><li>“ Slice of San Francisco” Marketing Strategy </li></ul></ul></ul><ul><ul><ul><li>Encouraging Customers to Use Twitter </li></ul></ul></ul><ul><ul><li>Implementation </li></ul></ul><ul><ul><li>Impact Analysis </li></ul></ul>
  3. 3. Executive Summary <ul><li>Timbuk2 can utilize Twitter to help brand Timbuk2 bags as an essential part of San Francisco identity. </li></ul>
  4. 4. Current Timbuk2 Twitter Page Good customer interaction, but still room for improvement
  5. 5. Current Situation <ul><li>Lack of integration with other web properties </li></ul><ul><li>Busy background </li></ul><ul><li>Few sales or goal-oriented tweets </li></ul><ul><li>Lack of contribution to popular topics </li></ul>Strengths <ul><li>Strong, active presence in social media </li></ul><ul><ul><li>Blog, Twitter, Facebook, Flickr </li></ul></ul><ul><li>Moderate follower count (3,284 on Twitter) </li></ul><ul><li>Strong user interaction </li></ul><ul><li>Strong customer service channel </li></ul>Weaknesses Timbuk2 has much potential to leverage Twitter in branding efforts
  6. 6. Competitive Analysis <ul><li>Much more expensive, much smaller customer base </li></ul><ul><li>Relies more on viral marketing </li></ul><ul><li>Not present on Twitter (but present on Facebook) </li></ul><ul><li>More website-oriented </li></ul><ul><li>Smaller follower base (202 users) </li></ul><ul><li>Tweets are protected </li></ul><ul><li>“ SF” present in name </li></ul><ul><li>943 Twitter followers </li></ul><ul><li>Creative tweets </li></ul><ul><ul><li>“ And the winner is....20 min. And we will all know.” </li></ul></ul><ul><li>Enforces brand lifestyle with relevant tweets </li></ul>
  7. 7. Competitive Analysis: ChromeBagsSF Effective space utilization “ SF” present in name Moderate following Creative tweets hook browsers into followers
  8. 8. Competitive Analysis: Rickshawbags Much smaller following Deters casual browsers from interacting with brand
  9. 9. Strategy spark interest engage customers champion brand lifestyle Branding Strategy Integrate Twitter into overall brand message to build customer loyalty
  10. 10. Twitter Tenets Follow guidelines to maximize customer experience Engage with customers Follow, respond, and interact with customers online Integrate all social web properties Stay consistent throughout all platforms Be transparent Be authentic to build rapport with online community Be personal and targeted Be strategic; don’t tweet too much Start—don’t push—conversations
  11. 11. Quick Recommendations Improvements that can be implemented immediately
  12. 12. Developing the SF Brand: A Marketing Strategy Tie in “San Francisco” identity to every brand message
  13. 13. Encouraging customers to use Twitter
  14. 14. Implementation <ul><li>Assess current practices </li></ul><ul><li>Decide whether or not to expand campaign to other communities </li></ul><ul><li>Sync social media outlets with each other </li></ul><ul><li>Put links to social media outlets in prominent places </li></ul><ul><li>Integrate SF into Twitter page appearance </li></ul><ul><li>Build rapport with customers; be more personal </li></ul><ul><li>Tweet about relevant events to enforce brand lifestyle </li></ul><ul><li>Form partnerships; cross-promote events, products, etc. </li></ul><ul><li>Hold contests, launch Twitter-specific incentives </li></ul>
  15. 15. Twitter Screenshot: After Available: http://www.twitter.com/timbuktweet
  16. 16. Impact Analysis San Francisco Brand Identity <ul><li>Viral marketing saves money and increases authenticity of the message </li></ul><ul><li>SF imagery reinforced on multiple platforms will associate Timbuk2 with San Francisco </li></ul><ul><li>Relevant events and promotions help strengthen Timbuk2’s brand lifestyle </li></ul><ul><li>Customers feel listened to </li></ul><ul><li>Customers get prompt responses to their concerns </li></ul><ul><li>Greater customer loyalty </li></ul>Improved Customer Relations Effective, Low-cost Marketing
  17. 17. Q&A <ul><ul><li>Executive Summary </li></ul></ul><ul><ul><li>Current Situation </li></ul></ul><ul><ul><ul><li>Current Strategy </li></ul></ul></ul><ul><ul><ul><li>Competitor Analysis </li></ul></ul></ul><ul><ul><li>Recommendation </li></ul></ul><ul><ul><ul><li>Twitter Tenets </li></ul></ul></ul><ul><ul><ul><li>Quick Recommendations </li></ul></ul></ul><ul><ul><ul><li>“Slice of San Francisco” Marketing Strategy </li></ul></ul></ul><ul><ul><ul><li>Encouraging Customers to Use Twitter </li></ul></ul></ul><ul><ul><li>Implementation </li></ul></ul><ul><ul><li>Impact Analysis </li></ul></ul>

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