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
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