An evaluation of microblogging as a marketing communication platform

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The presentation I made at the International Marketing Conference on Creating, Communicating, and Delivering Value in Growing Markets. Chennai, December 22- 23, 2008

More at twistedfunnel.blogspot.com

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An evaluation of microblogging as a marketing communication platform

  1. 1. An evaluation of microblogging as a marketing communication platform Gautam Ramdurai [email_address] http://twistedfunnel.blogspot.com International Marketing Conference on Creating, Communicating, and Delivering Value in Growing Markets Chennai, December 22- 23, 2008
  2. 2. Small is good! Time Attention Expression Tools Files Intervals The World!
  3. 3. Microblogging <ul><li>Case in point: twitter.com </li></ul>
  4. 4. twitter.com – in its own words
  5. 5. So, what are you doing? *Source: Commoncraft.com
  6. 6. Structure of a microblog <ul><li>Self Expression </li></ul><ul><li>Social Network </li></ul><ul><li>Multiple Entry-Points </li></ul><ul><li>Content Portability </li></ul>
  7. 7. Characteristics <ul><li>Ease and Simplicity </li></ul><ul><ul><li>Very easy signup </li></ul></ul><ul><li>Hyperconnectivity </li></ul><ul><ul><li>SMS, Web, IM, Apps </li></ul></ul><ul><li>Minimal Time Investment </li></ul><ul><ul><li>140 chars only </li></ul></ul><ul><li>Speed and Real-time Updation </li></ul><ul><ul><li>Multiple output channels </li></ul></ul><ul><ul><ul><li>Emergency communication tool </li></ul></ul></ul>
  8. 8. Insights for the marketer <ul><li>Twitter users are early adopters of technology </li></ul><ul><li>Twitter users have a louder voice </li></ul><ul><li>Twitter users are more receptive towards advertising </li></ul><ul><li>Heavy Twitter users are most interested in fostering communication and exploration </li></ul>
  9. 9. They are early adopters of technology
  10. 10. They have a louder voice <ul><li>More than 50% of surveyed candidates have a blog, myspace page or website </li></ul>
  11. 11. They are more receptive towards advertising
  12. 12. They are interested in fostering comm.
  13. 13. Let’s talk business…within 140 chars
  14. 14. The numbers
  15. 15. What can you do with twitter? Listen Inform Relate Passive Active Promotion Responding Updation Syndication Serving
  16. 16. Listen <ul><li>Passive </li></ul><ul><ul><li>Monitor conversations </li></ul></ul><ul><ul><li>Insight bank </li></ul></ul><ul><li>Active </li></ul><ul><ul><li>Specific questions posed </li></ul></ul><ul><ul><li>Float a poll </li></ul></ul><ul><ul><li>Relevant and valued </li></ul></ul>JetBlue H&R Block
  17. 17. Inform <ul><li>Promotion </li></ul><ul><ul><li>New products, offers </li></ul></ul><ul><li>Updation </li></ul><ul><ul><li>Announcements </li></ul></ul><ul><ul><li>Brand information </li></ul></ul><ul><li>Syndication </li></ul><ul><ul><li>Directing traffic to sites </li></ul></ul>Dell Outlet Southwest Airlines
  18. 18. Relate <ul><li>Respond </li></ul><ul><ul><li>Direct query by consumer </li></ul></ul><ul><ul><li>Statement by consumer </li></ul></ul><ul><li>Serve </li></ul><ul><ul><li>Ad hoc troubleshooting </li></ul></ul>ComcastCares BaskinRobbins
  19. 19. Measurement <ul><li>Number of followers </li></ul><ul><li>Tweet frequency </li></ul><ul><li>Signal-to-noise ratio </li></ul><ul><li>Conversation index </li></ul>
  20. 20. Conclusion <ul><li>Marketing focus on relationship </li></ul><ul><li>Communication to conversation </li></ul><ul><li>Microblogging is a potential arena for this </li></ul><ul><li>Worry about RoI? </li></ul><ul><li>Well, what’s the price of a conversation in real life? </li></ul>
  21. 21. Thank You! Gautam Ramdurai [email_address] http://twistedfunnel.blogspot.com

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