I simply just love Twitter. It is one of the most powerful communication channels we have in the digital social landscape. I’ve been a part of it for sometime now and created some successful viral campaigns for some of the clients we work with but it’s what you do with it that matters. Twitter is a great way of creating digital engagement with digital communities to generate brand awareness. Brands are starting to really monetise their campaigns by having Twitter as part of their social strategy. Twitter is one of the perfect channels, from a brands perspective, to become more reactive and create a greater dialogue with the consumer. Have a look at the latest Comet Twitter viral we’ve been working on. This is a great example of how to engage users on a product and brand level. Get your target audience engaged and create a dialogue. Twitter just works like people do.
Check out the Comet Twitter campaign here
Another reason why I love Twitter is that it is great way of getting proper consumer insight. Forget that quant and qual research, Twitter is the place to really listen to consumers and understand what they desire. Listening to the type of thing that is being posted can offer brands greater insight for future campaigns and consumer trends. The new Comet pass the parcel campaign is a prime example. It is also a great way to understand how trends can influence consumer decisions. Showing the power of Twitter to have a wider target reach, like the Moonfruit campaign as an example. Brands can really benefit from this, so Twitter should be an integral part of the digital media strategy but also integrated into other parts of a campaign.
Those that think Twitter is a fad will be late adopters… I can promise you that! For those people like me that like to jump in and out of information, feel more connected with people and share great ideas and thoughts it’s one of the best forms of communication that has developed in years. We have the ability to post ideas on the go with Applications like Twitterific to truly make the experience of social media… Social!
Those late adopters of Twitter who thought it would die of death when it launched – shame on you! You have been so wrong and I’ve had great pleasure in basking in the sunshine how a good Twitter social campaign strategy can enhance brand/consumer relationships.
I really don’t understand why people think Twitter is a fad. It has proved results and it is here to stay.
4 things to remember in your Twitter strategy
1) Create an incentive (even if it is how creative a post can be)
2) The idea needs to engage and get people sharing
3) Be consistent and honest
4) Make it addictive and give people 5 minutes of fame
Other links about this subject:
NMA Article: Comet launches first mobile site and Christmas social media push
The Brief
Increase followers and awareness of a major retail brands twitter account from a standing start, without being SPAMMY.
@cometdeals had a handful of internal followers 5 days ago, now they have 613 and have been listed 12 times.
The good news is that we have managed this whilst vehemently sticking to the Rule book, which means no automatic software, and no mindless friend additions (so far the account is following no-one, giving it an infinite follow/following ratio stat fans!).
The idea was a simple one. A Christmas tie in where people pass a hastag #cometparcel around by tweeting it. When the music stops on the Comet site the last person to have passed the hashtag wins a prize.
The beauty of the campaign is in the simplicity of the message, and the execution of the visual. These factors have meant that the prizes do not need to be large, (a toaster and a radio are among the gifts so far) but the response has been phenomenal (averaging around 800 passes a day, hitting #8 in the weekly trending chart).
There is no call to action to follow the account, and in fact to play the game a user need not even know the game exists, however the stats speak for themselves. (The winners need to follow the account as they are messaged via DM to collect their winnings).
However if you do follow the account, importantly you are not just bombarded with game messages, but you get up to date news, information and voucher codes on deals and offers.
Other links about the Comet campaign:
NMA Article: Comet launches first mobile site and Christmas social media push
Google have launched Social Search, a service will show’s personalised results from a users social group at the bottom of SERPs. This could be status updates, photos, blog posts… anything which Google deems relevant content created by your social circle.
In order to receive these results, the user has to create their social circle from their own Google account, by adding Twitter feeds, Picassa albums, YouTube channels etc…
The announcement came after Bing had announced deals with Twitter and Facebook to show it’s content in search results.
It’s a further step towards universal search, and time will tell whether Google apply social results to the right queries – i.e. If I’m searching for a love songs CD (err… for my wife) then I’m not sure I’d need social circle results. Ditto for a flight to Thailand.
In order to be successful, Google will undoubtedly need volumes of large social circles to be created, which means more users signing up Google accounts!
More videos and explanation here
