Date post: | 22-Apr-2015 |
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Technology |
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TIMBUK2 | MEDIA STRATEGY 2009
ARIELLE SCOTTAMY YOUNG
Hav
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Slic
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Using Twitter to Create a San Francisco Brand
CURRENT SITUATION | RECOMMENDATION | IMPLEMENTATION | IMPACTGROUP OF TWO| UGBA 196
Agenda Executive Summary Current Situation
Current StrategyCompetitor Analysis
RecommendationTwitter TenetsQuick Recommendations“Slice of San Francisco” Marketing StrategyEncouraging Customers to Use Twitter
Implementation Impact Analysis
CURRENT SITUATION | RECOMMENDATION | IMPLEMENTATION | IMPACTGROUP OF TWO| UGBA 196
Executive Summary
Timbuk2 can utilize Twitter to help brand Timbuk2 bags as an essential part of San Francisco identity.
CURRENT SITUATION | RECOMMENDATION | IMPLEMENTATION | IMPACTGROUP OF TWO| UGBA 196
Current Timbuk2 Twitter Page Good customer interaction, but still room for
improvement
CURRENT SITUATION | RECOMMENDATION | IMPLEMENTATION | IMPACTGROUP OF TWO| UGBA 196
Current Situation
Lack of integration with other web properties Busy background Few sales or goal-oriented tweets Lack of contribution to popular topics
Strengths
Strong, active presence in social media
Blog, Twitter, Facebook, Flickr
Moderate follower count (3,284 on Twitter) Strong user interaction Strong customer service channel
WeaknessesTimbuk2 has much potential to leverage Twitter in branding efforts
CURRENT SITUATION | RECOMMENDATION | IMPLEMENTATION | IMPACTGROUP OF TWO| UGBA 196
Much more expensive, much smaller customer baseRelies more on viral marketingNot present on Twitter (but present on Facebook)More website-oriented
Smaller follower base (202 users)Tweets are protected
“SF” present in name 943 Twitter followersCreative tweets
“And the winner is....20 min. And we will all know.”
Enforces brand lifestyle with relevant tweets
Competitive Analysis
CURRENT SITUATION | RECOMMENDATION | IMPLEMENTATION | IMPACTGROUP OF TWO| UGBA 196
Competitive Analysis: ChromeBagsSF
Effective space utilization
“SF” present in name
Moderate following
Creative tweets hook browsers into followers
CURRENT SITUATION | RECOMMENDATION | IMPLEMENTATION | IMPACTGROUP OF TWO| UGBA 196
Competitive Analysis: Rickshawbags
Much smaller following
Deters casual browsers from interacting with brand
CURRENT SITUATION | RECOMMENDATION | IMPLEMENTATION | IMPACTGROUP OF TWO| UGBA 196
Strategy
sparkspark interest
engageengage
customers
champion champion brand lifestyle
Branding Strategy
Integrate Twitter into overall brand message to build customer loyalty
CURRENT SITUATION | RECOMMENDATION | IMPLEMENTATION | IMPACTGROUP OF TWO| UGBA 196
Twitter TenetsFollow guidelines to maximize customer experience
Engage with customersFollow, respond, and interact with customers onlineEngage with customersFollow, respond, and interact with customers online
Integrate all social web propertiesStay consistent throughout all platforms
Be transparentBe authentic to build rapport with online communityBe transparentBe authentic to build rapport with online community
Be personal and targetedBe strategic; don’t tweet too much
Start—don’t push—conversationsStart—don’t push—conversations
CURRENT SITUATION | RECOMMENDATION | IMPLEMENTATION | IMPACTGROUP OF TWO| UGBA 196
Quick RecommendationsImprovements that can be implemented
immediately
CURRENT SITUATION | RECOMMENDATION | IMPLEMENTATION | IMPACTGROUP OF TWO| UGBA 196
Developing the SF Brand: A Marketing StrategyTie in “San Francisco” identity to every brand
message
CURRENT SITUATION | RECOMMENDATION | IMPLEMENTATION | IMPACTGROUP OF TWO| UGBA 196
Encouraging customers to use Twitter
CURRENT SITUATION | RECOMMENDATION | IMPLEMENTATION | IMPACTGROUP OF TWO| UGBA 196
Implementation
Assess current practicesDecide whether or not to expand campaign to other communities
Sync social media outlets with each otherPut links to social media outlets in prominent placesIntegrate SF into Twitter page appearance
Build rapport with customers; be more personalTweet about relevant events to enforce brand lifestyle
Form partnerships; cross-promote events, products, etc.Hold contests, launch Twitter-specific incentives
CURRENT SITUATION | RECOMMENDATION | IMPLEMENTATION | IMPACTGROUP OF TWO| UGBA 196
Twitter Screenshot: After
Available: http://www.twitter.com/timbuktweet
CURRENT SITUATION | RECOMMENDATION | IMPLEMENTATION | IMPACTGROUP OF TWO| UGBA 196
Impact Analysis
San Francisco Brand Identity
Viral marketing saves money and increases authenticity of the message
SF imagery reinforced on multiple platforms will associate Timbuk2 with San Francisco
Relevant events and promotions help strengthen Timbuk2’s brand lifestyle
Customers feel listened to Customers get prompt
responses to their concerns Greater customer loyalty
Improved Customer Relations Effective, Low-cost Marketing
CURRENT SITUATION | RECOMMENDATION | IMPLEMENTATION | IMPACTGROUP OF TWO| UGBA 196
Q&AExecutive Summary
Current SituationCurrent Strategy
Competitor Analysis
Recommendation
Twitter Tenets
Quick Recommendations
“Slice of San Francisco” Marketing Strategy
Encouraging Customers to Use Twitter
Implementation
Impact Analysis