The document discusses the execution and analysis of Twitter campaigns, emphasizing the importance of engaging with audiences through themes and hashtags. A case study on Aviva India's 'Little Resolutions' campaign illustrates how to create buzz and participation through strategic planning and engagement, resulting in significant brand mentions and impressions. Additionally, it highlights tools like Hootsuite and TweetDeck for managing Twitter activities effectively.

1. ow do you execute a trending campaign on
Twitter

2. Execution & analysis is one of the major part about twitter campaigns!!!
Hashtags? Handles? Lists?.... to edge ways in to Twitter
> Despite our love affair with Twitter…..
CONVENTIONAL WISDOM!!!
> Brands used to try to woo the top journalists & bloggers to get coverage.
> With Twitter, conversations about brands are bubbling up
@SMWBangalore #SMWBangalore @dhempe @tinucherian @nivedithg @aravindbk

3. The Platform, brand & People …..
“If you run an airline, instead of constantly promoting new fares or
routes, talk about events that are happening around the world.
People don’t go on airlines for the experience. There is a destination
in mind. Engage them as a brand!”
@SMWBangalore #SMWBangalore @dhempe @tinucherian @nivedithg @aravindbk

4. CASE STUDY:
Twitter campaign for Aviva India
“LITTLE RESOLUTIONS” – new year!
@SMWBangalore #SMWBangalore @dhempe @tinucherian @nivedithg @aravindbk

5. The Concept & Objective……
Aviva India executed an out-of-the-box twitter activation campaign
that had to be organic & viral in equal measure
The 10 Day campaign was to be directed at a TG of 28-35 year old
urban, had to tickle their “Planning skills” and challenge them an intellectual
level, “How they would plan by making resolutions & reward their kith &
kin!”
LITTLE
RESOLUTION
S
Twitter –verse had to unleash their skills based on the daily
theme (distinguished with 10 themes on the same #hashtag…

6. The Execution….
Buzz
Launch
• Pre-campaign buzz through FaceBook, Twitter
• Used appropriate Hashtag to catch attention
• Encouraged participation by building audience
Engage contact and personalized responses
End
• Identified winners, announced awards and
continued offline engagement- tweetup’s !

7. The outcome of campaign……….
In 5 hours, what a way to Start “January, the leading Month
324 Followers
745 Brand Mentions…….!!!
1500+ Hashtag mentions
Trending on top for 6 hours..>>!!!
A Million Impressions
What a way to do “Branding!!!”

8. Twitter Tools …
HootSuite: Twitter manager. Easy-to-use interface on desktop & mobile. Up
to 10 streams open at a time. Can add other social media platforms.
Schedule tweets. My personal choice.
TweetDeck: Similar to HootSuite, TweetDeck is Twitter manager. Desktop.
Mobile App. Easy to use, Schedule tweets. Have numerous streams open at
one time.
@SMWBangalore #SMWBangalore @dhempe @tinucherian @nivedithg @aravindbk

9. Twitter Tools …
@SMWBangalore #SMWBangalore @dhempe @tinucherian @nivedithg @aravindbk