Real-Time Twitter Marketing and Personalisation with Javier Buron

How Brands Can Use Real-Time Twitter Marketing &

Personalisation with @SocialBro

Javier Burón @javierburon #smlondon

Allow me to introduce myself…

@javierburon / #smlondon

About SocialBro

• Cloud based Twitter management tool

• Launched April 2011

• 240,000 users in 70 countries

• Offices in London and Córdoba.

• Integrated with platforms incl Hootsuite, Bufferapp.

For more info go to www.socialbro.com & @SocialBro @javierburon / #smlondon

Real-Time Twitter Marketing• The origins of real-time Twitter marketing

• Planning & strategy

• When should your brand get involved?

• Pitfalls to avoid

• Tips for success

@javierburon / #smlondon

• Twitter marketing personalisation

Twitter Personalisation

A History of Real-Time Twitter Marketing

@javierburon / #smlondon

The Best Platform?

• Twitter was made for real-time marketing

• Pairing traditional media with social – TV + Twitter = Double reach

• Stat: Consumers spend 58% of their time on digital. Where do brands delegate their media spend?

@javierburon / #smlondon

Source: http://www.theglobeandmail.com/report-on-business/industry-news/marketing/fresh-baked-tweets-from-the-oven/article17012472/

Let’s Talk Strategy

@javierburon / #smlondon

Planned vs Unplanned

UNPLANNED You can’t predict

life!

PLANNED Preparing for a

media surge (ie, The

Olympics)

@javierburon / #smlondon

Planned Real-Time Marketing

@javierburon / #smlondon

Planned Real-Time Marketing

@javierburon / #smlondon

When Should Your Brand Try It?

@javierburon / #smlondon

@javierburon / #smlondon

… And When You’ll Look Like a Tw*t

@javierburon / #smlondon

Pitfalls To Avoid

1. Don’t be boring

2. Avoid sales pitches  

3. Have an easy sign-off process  

4. Don’t force your story. Be relevant!

5. Plan for the end. Avoid ‘success death’

6. Avoid controversial topics

@javierburon / #smlondon

Doing It Right

@javierburon / #smlondon

Top Tips for Success

1. Think 2. Understand 3. Respond

SUCCESS!!

@javierburon / #smlondon

Think• Make sure it’s relevant

for you to be here

• Be sensitive (#bringhomeourgirls is not a marketing venue)

• Connect with your users

@javierburon / #smlondon

Understand• Analytics: technology is

your friend

• Gain an understanding of your audience to better connect with them

@javierburon / #smlondon

Respond• Engage, engage,

engage!

• Be fast and flexible within your organisation

@javierburon / #smlondon

Let’s Get Personal

@javierburon / #smlondon

Twitter Marketing Personalisation

• Social media requires a social element (duh..)

• Personal messaging creates a community, and engages users.

• No auto-responding!

@javierburon / #smlondon

Personalisation Strategies• Twitter lists & ‘active listening’ • Empower your social media team • Set a tone of voice

@javierburon / #smlondon

Personalisation and Customer Service on Twitter

• 65% of UK customers prefer social media over phone service

• Consider whether your brand requires a customer service account

• Empower your customer support team on social media (sign with initials, etc.)

@javierburon / #smlondon

Source: http://therealtimereport.com/2012/06/14/40-of-uk-consumers-say-social-media-improves-customer-service/

In summary… • Twitter is the ultimate social

media tool for real-time marketing

• Real-time marketing can be a real boost for your brand

• You can have planned real-time marketing, but be ready for unplanned events

• Personalise your Twitter communications to increase brand loyalty.

• SocialBro can help you with that ;)

@javierburon / #smlondon

PRESENTATION FINISHED

Any questions?

@javierburon / #smlondon

Please get in touch

Send Twitter love (or not? ☹) to @JavierBuron + @SocialBro

!www.SocialBro.com

@javierburon / #smlondon