Using Twitter To Engage Green Consumers
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This document discusses using Twitter to engage green consumers. It identifies different types of green consumers on Twitter and influential green opinion leaders to follow. Key strategies include using hashtags like #green and #eco to find target consumers, authentically engaging with them by addressing complaints and partnering with critics, and staffing appropriately to use Twitter for customer service, brand reputation, and virtual focus groups.
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Using Twitter To Engage Green Consumers
- 1. Using Twitter To Engage Green Consumers
- 3. How You Want To Use Twitter will Determine Your Follower Strategy
Editor's Notes
- People ask me all the time Different strategies depending on product, stage of product lifecycle and marketing goals
- Twitter strategies depend heavily not only on how well you promote your Twitter presence but by who you get to follow you.
- The top 10% of prolific Twitter users accounted for over 90% of tweets. Twitter's resembles more of a one-way, one-to-many publishing service more than a two-way, peer-to-peer communication network.
- They aren’t all activists – in fact they often aren’t even green! While nearly 20 percent of (all) consumers fall into the “environmental steward” segment, more than 60 percent (of consumers) have at least some interest in (what might be called green products)
- Top Green Twitter Users are often stakeholders not consumers- organizations, NGOs, non-profits, journalists and activists. As a corporate user, your goal is not necessarily to engage with activists but rather to engag ewith consumers
- Bloggers are top Twitter Users - Bloggers are opinion leaders and key to WOM
- Since women account for or are involved in over 90% of the buying decisions, this list is necessarily heavily focused on female bloggers and Mommy Bloggers- but using some of the thousands of Twitter apps, it is possible to select for your specific target market
- Determine your target – purchase Influencers versus product users- ( Marriott Green) Multi-pronged strategy – Twitter, plus Facebook, plus blogs
- Twitter can be extra challenging for green companies. Green consumers will call you on everything that isn’t green Establishing the right tome is critical