Twiiter as a Marketing Tool

8/9/2019 Twiiter as a Marketing Tool

http://slidepdf.com/reader/full/twiiter-as-a-marketing-tool 1/29

TWITTE

RMAR

KETIN

G

Twitter as a MarketingPlatformCan it help me meet

marketing objectives ?

Rich Meyer

Online StrategicSolutions

@richmeyer



TWITTE

RMAR

KETIN

GSocial Customer Leaders, those companiesSocial Customer Leaders, those companiesthat use Twitter, BLOGS and Facebook, arethat use Twitter, BLOGS and Facebook, are

more likely to have positive sales trends andmore likely to have positive sales trends and

high growth compared to Social Mediahigh growth compared to Social MediaCustomer LaggardsCustomer Laggards Babson Study

2010



TWITTE

RMAR

KETIN

G

Hard Fact

“Social media is more measurable thantraditional broadcast media”

Jacob Morgan twittfaced



TWITTE

RMAR

KETIN

G

What ? !



TWITTE

RMAR

KETIN

G

It’s true

• Today social media can be measured right through toconversion.

•

• Traditional advertising is measured in reach, frequency,impressions and other outdated metrics that have little

bearing on conversion.•

“I might remember your TV spot but that doesn’t meanthat I’m going to buy your product”



TWITTE

RMAR

KETIN

G

So then what is relevant today ?

• Engagement & discussions by brandambassadors.

• Loyalty of customers as a result of socialmedia collaboration.

• Number of visitors to your site andnumber of conversions from those

visitors.

• Increase in sales that can be directlyattributed to specific measurable brandcollaborations.



TWITTE

RMAR

KETIN

G

How can Twitter help memeet by marketing goals ?



TWITTE

RMAR

KETIN

G

Well size does matter



TWITTE

RMAR

KETIN

G

36 Million Twitter users in the USSocial media can produce quantifiable results



TWITTE

RMARKETIN

G

Which means Twitter canincreases leads

=



TWITTE

RMARKETIN

G

Twitter marketing3 P’s

• Provocative

• Provide value

• Personable

ommunicating, not marketing. Focus on adding value to the conver



TWITTE

RMARKETIN

G

It’s all about theinfluencers (promoters)



TWITTE

RMARKETIN

G

The social media effect



TWITTE

RMARKETIN

G

Start with a social mediabusiness process



TWITTE

RMARKETIN

G

Then develop a strategic approach

to Using Twitter



TWITTE

RMARKETIN

G

Including a formalized systemfor using Twitter by employees



TWITTE

RMARKETIN

G

Should brands be Tweeting? The commandments

.1 - We can articulate the company vision in 140 characters or less without PR.garbage and clichés

.2 , - , We are willing to give to great innovative and thought provoking ideas.even if they come from outside the company

.3 We are willing to challenge someone who has something negative to say.even if our position generated criticism

.4 We are first willing to listen to what others have to say before engaging

.them.5 We are not going to get carried away and Tweet about banal corporate.achievements

.6 We are going to dedicate resources to listen to what others are saying.about us

.7 , , We will never include a press release CEO speech or annual report via.Twitter because that is not engagement

.8 . We understand that we only Tweet when we have something meaningful to say

.9 . We will not try to be all things to all followers

.10 , ’ We will use Twitter not just to give you the good news we ll also use it.to let you know the bad news like product recalls or bad media news

.11 We are willing to try Twitter and understand that along the way we will.probably make some mistakes

.12 ’ We ll empower our employees to address any issues customers have with our/brand products without requiring a lot of time because we understand

’ .consumers don t want to wait long for an answer.13 . We understand that everyone is a potential influencer via Twitter



TWITTE

RMARKETIN

G

Using Twitter for Business1: Engage & sell your followers

• ’As part of Mountain Dew s DEWmocracy campaign, the soda—company empowered Flavor Nations fan communities for

—new Dew flavors to own a flavor of soda that the.company is now testing on the market Mountain Dew

- -literally ceded control of the go to market strategy for.each of these flavors to the consumer communities



TWITTE

RMARKETIN

G

Using Twitter for Business2: Reward your loyal customers

• - ’Tasti D Lite s initiatives are defining the social media loyalty program. A huge part of their strategy is

automatically rewarding customers with TreatCards when they. ’tweet about the brand It s also an important part of their

plan to build brand awareness so that they can open more.stores across the United States



TWITTE

RMARKETIN

G

• Power Twitter users have learned the advantages of keeping a’ ,careful eye on the network s trends and that they can

perfect the market research capabilities of Twitter by using Twitter Lists. Business users should absolutely

.follow suit

Using Twitter for Business3: Market Research



TWITTE

RMARKETIN

G

• ,Used in combination with the simplistic developer tools this could be a powerful way to add Twitter integrations

, ’ -to your site append notes about visitors on site Twitter, ,behaviors tag tweets that originate from your site or

attach your own identifiers and figure out ways to reward( ). ’actions perhaps even loyalty There s definitely

-opportunity to be creative and better track Twitter.related data at the same time

Using Twitter for Business4: Twitter Metadata



TWITTE

RMARKETIN

G

• Sponsored Tweets is a new Twitter advertising platform thatconnects advertisers with tweeters. Advertisers cancreate sponsored conversations on Twitter. Tweeters canearn money for spreading the word.

•

•

Using Twitter for Business5: Sponsored Tweets



TWITTE

RMARKETIN

G

Some examples of Brands

Using Twittersuccessfully



TWITTE

RMARKETIN

G

Brands using Twitter

• @delloutlet uses Twitter and Facebook to send coupons tocustomers. In just one year, Dell recorded upward of $3million in sales directly sourced from Twitter.

•

• Coffee Groundz uses the direct message channel on Twitterto receive and prepare orders. Using Twitter as apromotion and marketing channel, Coffee Groundzreports 20 to 30% increased sales and market share.

• Moonfruit offered 11 Macbook Pros and 10 iPod Touches tocelebrate its 10th anniversary. In order to qualify,contestants had to send a tweet using the hashtag#moonfruit. One month following the completion of thecontest, Moonfruit site traffic was up 300% and sales alsoincreased by 20%--and all because of a meager

investment of $15,000



TWITTE

RMARKETIN

G

• 436 Zappos employees use Twitter, including CEO TonyHsieh.

•

• Frank Eliason of Comcast and Richard Binhammer of Dellare paving the way for service-focused organizations on Twitter. Eliason, whose title is director of digital care atComcast, uses Twitter to help 200 to 300 subscribers aday.

•

• Over 3 million mentions of Starbucks populated Twitter inMay 2009 and, as the company learned, the price forpaying attention is less than that for a caramelmacchiato, but the value is priceless.




TWITTE

RMARKETIN

G

• Morgan Johnston, Manager of Corporate Communications at JetBlue, was inspired to change policy because of Twitter.He helped eliminate a $50 fee for carry-on bikes afterhearing complaints via Twitter.

•

•

• Brian Simpson has helped The Roger Smith in New Yorkmonitor dialogue related to hotel stays and travel inorder to offer specials in the hopes of attracting newguests. Using Twitter search, he can identify prospectsand offer them a 10% discount on the lowest-rate rooms.Simpson estimates that Twitter and other forms of socialmedia have netted between $15,000 to $20,000 inadditional revenue.

•




TWITTE

RMARKETIN

G

• U.K.-based Wiggly Wigglers a marketer of farming andgardening supplies, was surprised to learn that British Telecom overcharged the company by $10,000. After fivemonths of a stalemate and without any promise or hopeof resolution, company owner Heather Gorringe took her

story to the Twitterverse. Within 30 minutes, thecompany responded with help and two days later, the billwas adjusted.

•

• brands.peoplebrowsr.com and celebrity.peoplebrowsr.com

provide real-time insight into the most actively discussedbrands and celebrities on Twitter at any moment in time,while also revealing the sentiment that is mostassociated with each.




TWITTE

RMARKETIN

G

So in summary…

• Twitter can be a very useful tool in helping you meet yourbusiness objectives and its ROI can be directly measured.

• However, it requires a well thought out business strategyand process to be successful.

• It’s OK to target influencers via social media but anyonecan be an influencer it they are not treated as a personand with respect.

• Experiment and optimize your social media strategy as youlearn what your audience wants and expects from youvia online collaboration.

• Using Twitter as a business driver is not easy. It requires alot of time and the right attitude. Remember consumersare in control when you use social media.

• The use of social media can be measured rightthrough to conversion. Can you say this about TV

or print ?



TWITTE

RMARKETIN

G

A b o u t m eA b o u t m e

Richard Meyer

• My resume http://www.richardameyer.com

• My marketing BLOG http://www.richsblog.com

• MY DTC BLOG http://www.worldofdtcmarketing.com

•

:// . . /http www twitter com richmeyer

:// . . /http www facebook com richardameyer

:// . . / /http www linkedin com in richardameyer

http://www.richardameyer.com/

http://www.richsblog.com/

http://www.worldofdtcmarketing.com/

http://www.twitter.com.richmeyer/


http://www.facebook.com/richardameyer


http://www.linkedin.com/in/richardameyer





http://www.worldofdtcmarketing.com/

http://www.richsblog.com/

http://www.richardameyer.com/

Date post:	30-May-2018
Category:	Documents
Upload:	rmeyer52
View:	219 times
Download:	0 times

Twiiter as a Marketing Tool

Documents