The document outlines strategies for brands to effectively utilize real-time marketing and personalization on Twitter, emphasizing the importance of engagement and relevance. It provides tips for success and cautions against common pitfalls, while highlighting Twitter's unique role in real-time marketing, especially during planned events. Additionally, it advocates for personalized communications to enhance brand loyalty and customer interaction.

1. How Brands Can Use Real-
Time Twitter Marketing &
Personalisation with
@SocialBro
Javier Burón
@javierburon
#smlondon

2. Allow me to introduce myself…
@javierburon / #smlondon

3. About SocialBro
• Cloud based Twitter
management tool
• Launched April 2011
• 240,000 users in 70
countries
• Offices in London and
Córdoba.
• Integrated with
platforms incl Hootsuite,
Bufferapp.
For more info go to www.socialbro.com & @SocialBro
@javierburon / #smlondon

4. Real-Time Twitter Marketing
• The origins of real-time Twitter marketing
• Planning & strategy
• When should your brand get involved?
• Pitfalls to avoid
• Tips for success
@javierburon / #smlondon
• Twitter marketing personalisation
Twitter Personalisation

5. A History of Real-Time Twitter
Marketing
@javierburon / #smlondon

6. The Best Platform?
• Twitter was made for real-time marketing
• Pairing traditional media with social – TV + Twitter = Double
reach
• Stat: Consumers spend 58% of their time on digital. Where do
brands delegate their media spend?
@javierburon / #smlondon
Source: http://www.theglobeandmail.com/report-on-business/industry-news/marketing/fresh-baked-tweets-from-the-oven/article17012472/

7. Let’s Talk Strategy
@javierburon / #smlondon

8. Planned vs Unplanned
UNPLANNED
You can’t
predict
life!
PLANNED
Preparing for a
media surge
(ie, The
Olympics)
@javierburon / #smlondon

9. Planned Real-Time Marketing
@javierburon / #smlondon

10. Planned Real-Time Marketing
@javierburon / #smlondon

11. When Should Your Brand Try It?
@javierburon / #smlondon

12. @javierburon / #smlondon

13. … And When You’ll Look Like a Tw*t
@javierburon / #smlondon

14. Pitfalls To Avoid
1. Don’t be boring
2. Avoid sales pitches
3. Have an easy sign-off process
4. Don’t force your story. Be relevant!
5. Plan for the end. Avoid ‘success death’
6. Avoid controversial topics
@javierburon / #smlondon

15. Doing It Right
@javierburon / #smlondon

16. Top Tips for Success
1. Think 2. Understand 3. Respond
SUCCESS!!
@javierburon / #smlondon

17. Think
• Make sure it’s relevant
for you to be here
• Be sensitive
(#bringhomeourgirls is
not a marketing venue)
• Connect with your
users
@javierburon / #smlondon

18. Understand
• Analytics: technology is
your friend
• Gain an understanding of
your audience to better
connect with them
@javierburon / #smlondon

19. Respond
• Engage, engage,
engage!
• Be fast and flexible
within your organisation
@javierburon / #smlondon

20. Let’s Get Personal
@javierburon / #smlondon

21. Twitter Marketing Personalisation
• Social media requires
a social element
(duh..)
• Personal messaging
creates a community,
and engages users.
• No auto-responding!
@javierburon / #smlondon

22. Personalisation Strategies
• Twitter lists & ‘active listening’
• Empower your social media team
• Set a tone of voice
@javierburon / #smlondon

23. Personalisation and Customer
Service on Twitter
• 65% of UK customers prefer
social media over phone
service
• Consider whether your
brand requires a customer
service account
• Empower your customer
support team on social
media (sign with initials,
etc.)
@javierburon / #smlondon
Source: http://therealtimereport.com/2012/06/14/40-of-uk-consumers-say-social-media-improves-customer-service/

24. In summary…
• Twitter is the ultimate social
media tool for real-time
marketing
• Real-time marketing can be a
real boost for your brand
• You can have planned real-
time marketing, but be ready
for unplanned events
• Personalise your Twitter
communications to increase
brand loyalty.
• SocialBro can help you with
that ;)
@javierburon / #smlondon

25. PRESENTATION FINISHED
Any questions?
@javierburon / #smlondon

26. Please get in touch
Send Twitter love (or not? ☹) to
@JavierBuron + @SocialBro
!
www.SocialBro.com
@javierburon / #smlondon