XMPie Twitter Campaign

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XMPie Twitter Campaign Presentation and screen shots

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XMPie Twitter Campaign

  1. 1. XMPie / Twitter Campaign<br />Driving conversational marketing to the next stage<br />
  2. 2. Campaign Background – Why Twitter?<br />Twitter is one of the rapidly growing social media sites on the planet <br />Average user of twitter:<br />25 45<br />Male<br />No kids<br />Graduate<br />Browsing from work<br />Whereas Facebook is about sharing with those that you know – Twitter is more directed at following those that you are interested in.<br />Facebook is more consumer use than business – whereas Twitter has a higher percentage of business / brand conversation<br />October 14, 2009<br />
  3. 3. Campaign Background – Why Twitter?<br />Within Twitter I ‘Follow’ people / companies that I am interested in listening to or conversing with.<br />Therefore by ‘following’ I am expressing an interest in that account<br />XMPie is about developing conversational marketing campaigns<br />However you either have to already know your audience or ask someone to refer another that might be interested.<br />Combining Twitter and XMPie offers a real-advantage<br />People can bring themselves into a campaign by simple expressing ‘interest’<br />Those following someone that brought themselves into the campaign can also follow the leader – as we promote the fact that the user has brought themselves into the campaign.<br />We spread virally to ‘followers’ of ‘followers’<br />October 14, 2009<br />
  4. 4. Walkthrough of the Campaign Stages<br />Recipient initiates the campaign by ‘following’ us on Twitter<br />We recognise that a new user is following – so we send them back a ‘direct message’ containing a RURL<br />Recipient comes into their RURL and is asked to ‘authorise’ themselves<br />Once the user is authorised, we ‘tweet’ back out a message to the recipient’s followers virally spreading the word<br />Recipient then has the option to create and download a ‘All-Access’ badge to queue-jump into the Innovation showcase at MediaPro<br />We capture the recipient’s data and are able to continue the conversation.<br />17-Jun-09<br />
  5. 5. Key to processes<br />October 14, 2009<br />What is doing what in the campaign?<br />CustomApplication<br />Core XMPie functionality<br />Custom application using XMPie’s API <br />Core Twitter.com functionality<br />
  6. 6. Stage 1 – Following us on Twitter<br />October 14, 2009<br />By following ‘XMPieMediaPro09’ on Twitter I am initiating the conversation and expressing interest in the product, service or event.<br />
  7. 7. Stage 2 – Acknowledging the follower<br />October 14, 2009<br />CustomApplication<br />Campaign recognises a new follower, enters their details into the database and sends back a ‘direct message’ containing a RURL for the recipient to access.<br />
  8. 8. Stage 2 – Acknowledging the follower<br />October 14, 2009<br />Twitter automatically emails the recipient informing them that they have received a ‘direct message’ – so the recipient can access their RURL direct from there as well.<br />
  9. 9. Stage 3 – Initial RURL landing page<br />October 14, 2009<br />CustomApplication<br />The recipient accesses their RURL which contains personalised copy, as well as a random choice of 3 silhouetted images – To continue we ask to authorise.<br />
  10. 10. Stage 4 – Authorising with Twitter<br />October 14, 2009<br />CustomApplication<br />Recipient authorises with Twitter, effectively granting access to XMPie to access their profile and tweet stream. This is a standard Twitter application process.<br />
  11. 11. Stage 5 – Getting the word out there<br />October 14, 2009<br />CustomApplication<br />Once a user authorises us, we can then ‘tweet’ out to their followers a message. This is what the user’s followers would see.<br />
  12. 12. Stage 5 – Back at the RURL<br />October 14, 2009<br />CustomApplication<br />Recipient is automatically directed back to their RURL which now changes – and talks to them in detail about the offering to get an ‘All-Access’ badge to the show.<br />
  13. 13. Stage 5 – Back at the RURL<br />October 14, 2009<br />CustomApplication<br />In order to get their ‘All-Access’ badge we need the recipient to check and update their personal information – this is entered directly back into the database.<br />
  14. 14. Stage 5 – Downloading the badge<br />October 14, 2009<br />CustomApplication<br />XMPie then creates a PDF ‘All-Access’ badge for the recipient to download and print to gain access to the Innovation showcase.<br />
  15. 15. Stage 5 – Downloading the badge<br />October 14, 2009<br />CustomApplication<br />XMPie then creates a PDF ‘All-Access’ badge for the recipient to download and print to gain access to the Innovation showcase.<br />
  16. 16. Value of Twitter Conversational Marketing<br />No longer do I need any recipient data to start the campaign<br />Harness the popularity of Twitter to viral spread a campaign<br />XMPie produces RURLs on-demand when someone expresses an interest in the campaign<br />Immediately develop a conversation with the recipient – as we already know something about the recipient as soon as they enter the campaign (Twitter profile information)<br />XMPie works in synchronicity with Twitter to bring the user in before taking over control from Twitter.<br />October 14, 2009<br />
  17. 17. David Baldaro<br />david.baldaro@xmpie.com <br />http://www.twitter.com/davidbaldarohttp://david.baldaro.me.uk<br />

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