8/9/2019 Twiiter as a Marketing Tool http://slidepdf.com/reader/full/twiiter-as-a-marketing-tool 1/29 T W I T T E R M A R K E T I N G Twitter as a Marketing Platform Can it help me meet marketing objectives ? Rich Meyer Online Strategic Solutions @richmeyer
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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
• 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.
• @delloutlet uses Twitter and Facebook to send coupons tocustomers. In just one year, Dell recorded upward of $3million in sales directly sourced from Twitter.
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• 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
• 436 Zappos employees use Twitter, including CEO TonyHsieh.
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• 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.
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• 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.
• 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.
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• 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.
• 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.
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• 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.
• 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