real-time twitter marketing and personalisation with javier buron
DESCRIPTION
How to do real-time marketing and personalisation effectively on Twitter. Planning & strategy, when to engage your brand, the pitfalls to avoid and tips for success. Last but not least, how to implement personalisation in the everyday management of your social media accounts.TRANSCRIPT
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