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Twitter Marketing Guide for Businesses in India

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Sneak peek at some stats!

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~243 million internet users

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Project annual user base growth
~35%

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India is one of the
fastest growing markets for Twitter

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User Generation 3.0 has emerged – who believe in the 3S
Search
Avid searchers who leverage Web + Mobile + Social to
search for services & products anytime, anywhere
Surf
Share
They form impressions about brands, read reviews and
browse social contest for the action begins!
They do not shy away from sharing reviews, provide
feedback on the go on social media and tweeting is
“definitely hot” with them

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Reach of Twitter in India? Lok Sabha elections 2014 alone generated 60 million tweets!s

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What preludes Twitter Marketing
From a brand’s perspective,
before plunging in, a couple of things have to be in place
Blog &
strong content
strategy
Active resources
to engage with
fans and handle
real-time
conversations
Good
meaningful
insights to share

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How Twitter scores over Facebook
Great real-time search engine - Hashtags work
well as a search engine to give you the right
audience
140 characters – make the point
Your tweets and tags are public, hence acts as a
great customer service channel. You cannot
delete tags with bad review
More organic, thanks to less or minimal ads
Twitter humanizes companies – when
companies tweet in a human tone, it’s found to
be more engaging by the users
More mature audience is present

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Goals of Twitter Marketing
Lead Generation Brand-building Product Launch
Customer
Service
Connecting with
influencers in
your industry
Live Events /
Coverage

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Intercept conversations in your industry or product
KitKat intercepted this conversation and
asked Oreo for a game of tic-tac-toe
A day later, Oreo politely refused in their
own cute way
This went viral and helped both, KitKat
and Oreo, to engage fans positively
Helped them get many positive brand
reviews

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Time-consuming but worth it – being alert and hitting the nail at the right time helps!
Power Out? No problem
 During the third quarter of Super Bowl
XLVII when a power outage at the
Superdome caused some of the lights to go
out for 34 minutes, the sandwich cookie’s
social media team jumped on the cultural
moment, tweeting this ad
 This tweet by Oreo got 15000 retweets!
 And thousands were talking about it, with
the message – OREO WON THE
SUPERBOWL BLACKOUT!

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Tracking results, Listening & Engaging - multiple tools are available to aid you

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What do you track & analyze?
Following, Reach &
Impressions
Response Rate
References /
Mentions
Sales Funnel
Effectiveness
Twitter Leads
Engagement for
campaigns, contests,
etc.

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Finding the right audience – based on parameters like interest and location, etc.
Multiple tools like
TwitterGrader
It’s a free tool that allows you to
search and list people who have a
specific location in their profile or a
specific interest
For eg. – If your bank has a demat
product, people who have mentioned
“trading” can be a part of the right
audience to target
TwitterSearch
This free search function at
(http://search.twitter.com) helps you
find people who have tweeted on a
particular topic
It can also be used to enlist those who
have tweeted about your company

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DNDs of Twitter marketing
An incomplete profile – gives the impression of a fake account (if account not verified)
Using Auto-Bots for posts and replies
Do not auto-DM
It’s about quality, not quantity
Experiment but not too much too soon – we can spread ourselves thin
Hard-sell – your brand on twitter has a personality, give it a human touch
Don’t have an uneven following/follower ratio

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Case Studies – where the market is headed

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UseCase - Product launch
Fiama Di Wills Shower Jewels Campaign
To launch the new Fiama Di Wills Shower
Jewels, they leveraged Twitter for the unveiling
Users had to tweet about the new range using
the hashtag #FiamaShowerJewels and as soon
the counter hit 5000, the new range would be
unveiled at the WIFW
The digital engagement generated 10000+
Twitter mentions resulting in 46 million
impressions and was trending in India
The table on which the products were set on
was using the hydraulic pressure pump
technique. On reaching 8500 tweet, bottles
were automatically uplifted at the event.

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UseCase - Branding
Fiat – Too fast to Follow Campaign
Fiat took a very unusual approach to their
social media marketing in Germany
Rather than engage with their followers, they
actually blocked them. Their claim was that the
car is “too fast to follow”!
The campaign generated a great deal of
publicity and Twitter users were lining up to be
blocked by the Abarth 500
With zero followers on their handle, they
managed to create a huge amount of buzz in
the social media

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UseCase – Lead Generation
Twitter is an effective tool for lead
generation abroad though the trend is still
picking up in India
It can be done in 2 ways:
Twitter Cards – that can be setup for
ads on Twitter as shown here
The other way can be to intercept and
conversations and engage with the
relevant audience
For eg. – If a person tweets saying
“Off to Bangalore”, a restaurant can
intercept and tweet tagging him –
“Welcome to Bangalore. Would you like
to have delicious chicken at our place?”

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UseCase - Video Promotion
#TheMadrasSong was released by the
Murugappa Group to celebrate the spirit of
Madras on its 375th year
Garnered more than 1.5 lakh views in 2 weeks
Twitter leveraged as the main medium to
promote the song
Contests and trivia around Madras,e tc was
used to build buzz and an engaged fan base
talking about Madras
The song was trending within 24 hours of
launch

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UseCase – Live Events

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What are the implications?

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Implications for the world of marketing – negative McD
McDonald’s Twitter campaign -
#McDStories is one of the big examples
McD asked users to share their nostalgic
stories about Happy Meals
It went awfully wrong and they had to
call off the campaign after negative stories
started trending
So, it becomes very important to
anticipate audience and fans reaction & be
ready with a contingency plan

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Customer service channel – quick & reliable customer service earns applauds publicly

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Not about a brand having social media channels, its about an organization going social
Just having a social media channel doesn’t help
It’s about the organization going forward to a
social strategy
The end-to-end strategy has to be integrated
with social media
From marketing to customer service,
elements have to altered
Example – customer service cannot be left
alone to complaints over calls, customers are
bound to tweet with your handle and expect
quick response
Top management needs to buy in to the idea of
moving forwarded socially and be actively
involved

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Last, but not the least:

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Leverage Twitter Influencers to market your brand. Some influencers we worked with in the past
Devina Malhotra Satheesh Akanksha Redhu
Sathya Narayanan Tarika Singh Naveena Vijayan

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Digital Marketing. Focus on Results.
For Twitter Marketing consultation, feel free to reach out to us
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