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Twitter Stats
33
555,000,000
54%
2006Registered WW users
Year Launched
Available languages
Tweeters on Mobile
36%Users that Tweet at least once a day
11:50Average time spent per visit
Demographics
59% Women41% Men
19%: 0-2423%: 25-3425%: 35-44 33%: 45+
9%: <HS Diploma 8%: High School59%: Some College24%: Bachelor’s or Grad
15%: $ 0-24,99938%: $25-49,99937%: $50-99,99910%: $100,000+
Glossary
Mention: @janesmith
Retweet: Sharing another User’s Tweet
DM: Direct message: privately Tweet one of your Followers
Hashtag: Use of # to help categorize the theme of your tweet for easier search results.
URL shortener: Helps keep tweets under 141 characters.
Twitter Marketing in 4 words
ListenListen to your audience. Monitor conversations, understand who is talking and about what
LearnLearn from and act on what you are hearing, shine a light on others ideas, innovate, measure and notice what is working (and what is not), apologize when you screw up, try new stuff
CareYour mother taught you how to tweet - Dress nicely (Back Ground Avatar), Introduce yourself (complete profile, link to your website), Be a good conversationalist (listen, respond, be relevant, be useful)Build and manage customer relationships. Get involved where customers already are. Follow your customers throughout the customer lifecycle.
ServeServe your customer. Create content that your customer cares about and needs to know. Become one-stop-shop for customer info needs (Twitter,blog, Facebook page, eBooks, whitepapers & webinars)
Customer Service
The Good: Comcast- @comcastcares
- Use a real person/face (@comcastmichael & @comcastbill)
- Quick to respond, address the problem
The Bad: Big Banks (Wells Fargo, Citi and Bank of America)- Struggle over response time/personal info
- Repetitive, Scripted
- Twitter became and extra step
Customer Service Tips
• Timeliness
• Use names
• Address the issue, then act on it
• Bigger corporation? Think about having a “Customer Service Social Team.”
• Know when the issue is too big for Twitter
Community Engagement
Cultivate stories: How the community participates with the brand.
@SHARPIE
Sharpie builds relationship with individual artists and continues a conversation by posting photos of their work. The dialogue about the artists / audience work does the marketing for them and builds loyalty and trust.
Elicit Responses, Shout Out, RetweetReward Engagement
Curating a Community
Leverage your networks, partnerships and causes to expand your reach and brand identity
Connect to something physical and actionable
Get Personal. Be Real.
NIKE: Life is a sport. Make it count.
Integrated Marketing Campaign• Nike+ FuelBand: track activity/do more.
• Website: nike.com/fuelband
• Print Ads • Youtube: youtube.com/watch?v=WxfZkMm3wcg
• Instagram: Monster Energy @MonsterEnergy The Nike+ #FuelBand is available in 2 new colors! @dannykass & @emmabackman got theirs in white ice! @nikesn http://instagr.am/p/RdFWihOoaW/
• Pinterest: pinterest.com/search/?q=nike+fuel+band
• Twitter: @nikefuel, #makeitcount
NIKE: Life is a sport. Make it count.
Twitter Campaign: @nikefuel; #makeitcountFollow athletes and announce own goals:“How will you #makeitcount”
Nike becomes first UK company to have Twitter campaign banned; Wayne Rooney, Jack Wilshere tweets broke rules for not clearly stating they were adverts
Twitter Fun Facts
• The tipping point for Twitter’s popularity was the 2007 South by Southwest (SXSW) festival. During the event, Twitter usage increased from 20,000 tweets per day to 60,000.
• 3 years, 2 months and 1 day…the time it took from the first tweet to the billionth tweet (It now takes one week for users to send a billion Tweets)
• When Michael Jackson died on June 25, 2009 there were 456 tweets per second (TPS)…a record at that time.
• Tuesday is the most popular day for Twitter activity, accounting for 15.7% and you Tweet from 11am to 3pm (of course this was expected, who wants to tweet on Monday)