Agency 2 explore key Twitter Strategies for Brand Building, PR and CRM at the Social Media World Forum Europe, 2011 (http://www.socialmedia-forum.com/europe/).

1. Exploring Key Twitter Strategies for Brand
Building, PR and CRM
29th March 2011

2. Agenda
 How businesses can use Twitter
 Twitter and the buying process
 Top Twips – Twitter dos
 Twitter Twends
 Questions

3. agency:2 – our services
Social Media Services Clients Output
Research, Analysis & Strategy Increased monthly
Development subscriptions by 400%
Increased leads by
Lead Generation
200%
Conversions doubled
Community Management
month on month
Customer Service, Training & Reduced cost per app
Recruitment by 140%
Cost per lead reduced
Social & Search
by over 1,000%

4. People seek tangible benefits
from brands
eMarketer report , 2010

5. How businesses can use Twitter
#Twitter allows brands to communicate with their audience in
relevant & meaningful ways, monitoring & responding to
customers in real time.
Branding Revenue generation Cost savings
 Encourage brand  Sales leads  Real time customer
consideration  Offers & promotions support
 Actualise brand values  Recruitment

6. The buying process & social
media
Initial
Active
consideration
evaluation
set
Moment
Loyalty loop
of decision
Post
purchase
experience

7. The buying process & social
media
Initial
Active
consideration
evaluation
set
Moment
Loyalty loop
of decision
Post
purchase
experience

8. Initial consideration
@Nike use #Twitter to position themselves as the experts. By
segmenting their audience they’ve been able to influence
brand consideration.

9. The buying process & social
media
Initial
Active
consideration
evaluation
set
Moment
Loyalty loop
of decision
Post
purchase
experience

10. Active evaluation & moment of
decision
@ASOS posts focus on new offers & participation in
discussions with their Twitter followers.

11. The buying process & social
media
Initial
Active
consideration
evaluation
set
Moment
Loyalty loop
of decision
Post
purchase
experience

12. Post purchase
@SamsungService provides assistance for customers. It allows
#Samsung to quickly deal with problems and minimise the risk
of crises occurring.

13. The buying process & social
media
Initial
Active
consideration
evaluation
set
Moment
Loyalty loop
of decision
Post
purchase
experience

14. Loyalty loop
By providing their expert knowledge within social spaces,
@BestBuy used @Twelpforce to create a unique customer
service proposition.

15. Optimising Twitter

16. Top Twips – Twitter Dos
Do: Be personable. Successful engagement attracts new
customers, improves brand equity & strengthens relationships.

17. Top Twips – Twitter Dos
Do: Monitor conversations. Not every brand needs to be on
Twitter. However, every brand should at least monitor relevant
conversation clusters.

18. Top Twips – Twitter Dos
Do: Utilise topic identifiers such as #hashtags to categorise
information and increase visibility.

19. Top Twips – Twitter Dos
Do: Have a comprehensive Twitter strategy in place, including
clear brand guidelines on best practice.

20. Top Twips – Twitter Dos
Do: Use Twitter as a traffic funnel – it is a great referrer of
traffic for blogs, news sites & company websites.
Initial
Active
consideration
evaluation
set
Moment
Loyalty loop
of decision
Post
purchase
experience

21. Top Twips – Twitter Dos
Do: Provide additional value, such as exclusive content & offers
for #Twitter followers.

22. How to identify influencers
There are a range of tools that allow you to measure an influencer’s:
 Volume
 Credibility
Discovery Tools Analysis and Research Tools Management Tools

23. Living the brand: Twitter Twends

24. Twitter used as an information
gathering tool
Q&A Behaviour on Social Networks
A Survey Study of Status Message Q&A Behaviour by MIT and Microsoft, 2010

25. Promoted Tweets
 Promoted Tweets allow brands to easily reach users who
are not following them.
 Twitter will expand its Promoted Tweets advertising service
to all users' timelines in the fourth quarter of this year.

26. Twitter and the Cap Code
 The Cap Code has been expanded to cover all digital spaces.
 On Twitter it must be clearly stated that any references to
brands and products have been paid for by writing "ad" or "spon”.
www.dma.org.uk/membership/mem-code.asp

27. Mobile is the primary interface
 40% of users access Twitter from
mobile devices
 Twitter is also trying to make itself
simpler to use, and get incorporated
into smartphones
http://www.lightspeedresearch.com/press-releases/the-mobile-shopping-revolution/

28. Google’s search results get
more social

29. Summary
 Brands should plot out their decision making cycle and
identify how and where Twitter can add value.
 Twitter requires dedication and discipline - the time and
resources it needs are similar to a dedicated customer service
channel.
 Brand strategies need to be customer centric.
 Consider the ever-growing effect Twitter has on user
experience and search optimisation – and the implications of
the CAP Code.

30. Questions

31. Questions
 Should B2B brands be on Twitter?
 How do I understand the business benefits of Twitter?
 How can I ensure my tweets appear in Google Search results?
 What’s the future for Twitter?
 Should I manage multilingual Twitter accounts?
 What complements Twitter activity?

32. Twitter: @agency2
Web: www.agency2.co.uk
Phone: 0207 775 5608