Communication

Communication Twitter

Tweeting: Not Just For Birds

Twitter is often described as the quintessential real-time social network: for everything of note that goes on in the world, there is a corresponding Twitter discussion, and everybody is free to jump in.

By LUCA BRUNONI

FROM 140 CHARACTERS TO 140 MILLION USERS

A basic approach would be to set up a company account, gather followers, and bombard them with advertising. But brands who have been experimenting with Twitter have found out that a successful campaign begins with understanding the peculiarities of the platform, and respecting the expectations of its users. This is not to say that advertising does not play a big role on Twitter - simply that it requires a different mindset.

MORE THAN JUST AN AD

A perfect Twitter ad is, first and foremost, buzz-worthy, so that it will be retweeted by users and go viral quickly. Exclusive offers, cultural and humanitarian initiatives, and event sponsoring remain all-time favorites, but Twitter really pushes brands to get their creative juices flowing. Mobile communication giant O2 has transformed a series of ads into an interactive game that could be played right on Twitter. “Advertising is about telling stories and Twitter allowed us to do that in a way that’s never been done before,” says James Paterson, "Social Media Campaigns Manager at O2. “Twitter allowed us to do that in a way that’sight platform can create an experience that’s more than just an ad.” Brands can get a head start by upgrading their tweets to "promoted" status (for a fee), making sure that they will reach even users who are not their followers, but share similar interests. Promoted "trends," moreover, allow brands to have their content featured in the daily list of hot topics that are being discussed. “A Promoted Trend is so impactful because consumers recognize something special is happening” says Mary Beugelsdijk of Omnicom Media Group (the media agency for Porsche Cars North America). “merica). m Media Group (the media agency for Porsche Cars North d" status (for a fee), making sure that they will reach even users who are not their followers, but share

WE ARE HUMAN TOO

Brands have learned that clients who use Twitter appreciate the opportunity to have a direct line with them right on their beloved platform. For Frank Eliason of Comcast, it is all about "meeting customers where they are." Many brands felt that extending their customer service to Twitter was a natural step: "Twitter is a great way to talk to many, but even better for listening" says Morgan Johnston, manager of corporate communications with Jet Blue. "Our goal would be to make ourselves available, help whenever possible, and to show that our brand is built by real people who care about our customers." Scott Monty, tweeter and Head of Social Media at Ford Motor Company, says that Twitter is in fact "part of a larger social media strategy to humanize the Ford brand and put consumers in touch with Ford employees."

WE SHOULD BE FRIENDS

On Twitter, brands can create awareness about their core values, and win over new fans by showing them that they share the same passions and concerns. Joshua Cherfoli, Online and Relationship Marketing Manager at Porsche, states that the brand "would want to talk about it and want to share it because it felt personally meaningful.”

THE TWITTER DEMOCRACY

Sometimes, Twitter users can turn an ad campaign upside its head. It happened to McDonald's, which saw an attempt to highlight their ingredients' quality get buried under a mountain of negative and offensive comments. McDonald's pulled the campaign, and social media director Rick Wion went on record admitting the defeat, but stating that "as Twitter continues to evolve its platform and engagement opportunities, went. But on Twitter, we’re learning from our experiences.” "Brands that want to participate in Twitter" Paula Drum, VP of Marketing for H&R Block says, "need to be committed and be part of the community." Understanding Twitter's real-time nature is also crucial, "there is an expectation of immediacy." Best Buy’s community manager for Remix Keith Burtis says. "Being as timely as people would like with information can be a challenge."

SCALING IT UP

What seems inevitable is the increase of competition between brands hoping to gain the follows, re-tweets, and sympathy of Twitter users, "the question for each one of these marketers" Twitter's Chief Revenue Officer Adam Bain says, "is what is the interesting, compelling, provocative content that they can be putting out to a larger audience to keep that engagement high." The days of a brand being able to score points just for being present on a social network are behind us. Internet users, at the same time, are more willing than ever to participate, discuss, and even help promote a product or brand that they identify with.•