A Social Media Management ProjectGroup 11

#PowerOfTwitter

#GLSMMGroup11

STEFFY JOHNNARAYANAN K SSUHANASHABNAM

NAVEEN K MINNA MARIATHOMAS

ROHITRAJAMOHAN

SHIV KALYANGAJAVALLI

ARJUNSUBRAMANIAM PRATIK BASU SRIVATSAN

IYENGAR

#TwitterJourneySoFar

#TwitterPower

#TwitterHelpingBusiness

Helps the startups in reaching out to New Audiences – By reaching out customers across the globe to:-

Gauge their interest in a new product Get their reviews on existing products Providing a forum for discussion for the startup company

Quick and Cost Effective for Breaking Information Twitter among the fastest networks to break information Zero setup and maintenance costs, with large financial gain opportunities

Easy to learn and Use Simple log in and Tweet process Ability to pre-set a week’s worth of tweets in advance

Twitter can Drive New Traffic to your Website and Sales Page By providing direct links to a new product launch, or a Sales promotion

#SurpriseSurpriseTwitter

#TwitterSuccessStories• “Manchester United (@ManUtd) has racked up nearly half a million

followers less than a week after joining Twitter” – The first tweet went live on July 10th, 2013.

• They now have 4.63 million followers (4,632,059).• The @ManUtd account, when it was new, utilized their players’ fan

base with Twitter Q&A’s (In the first week this helped to raise the profile of the account by virtue of the players’ followers).

• To grow its follower base and engagement, the group used several very prominent Twitter strategies in its first week:

• Breaking official news on Twitter• Player Q&As• Behind-the-scenes photos• Share press coverage about the team• The account is big on imagery, and takes a very creative approach to content. Within

the first handful of tweets, new manager and old players were celebrated/canonized by artwork on the account.

• Manchester United use twitter and other platforms, engaging fans, aside from Q&As, and sending out lots of insider photos, branded pics and vines, news and player profiles, and steadily build their brand wherever they care to.

• Give the audience what it wants, and commercial success becomes ever more likely.

"Connecting with our fans is a key part of the Club's strategy...Every month there are over 5m Manchester United related social media posts and the level of engagement we have with our fans via social media is amongst the highest of all top global brands." - Richard Arnold (Group MD)

#TwitterSuccessFourSeasons

Four Seasons pioneered the effective use of social media in the luxury hotel sector as an opportunity to both transform the way consumers engage with the brand and to extend its legendary service into the online sphere with 24/7 monitoring and a response mechanism for guest queries.

#DellSucessStory• On why Dell tweets: "Which Dell account...there are lots of them :-)  Content

subscriptions, deals and offers and then people connecting.  All with one purpose: so people can connect with Dell in ways they want/meaningful for them.

• On the best DMs: "Best dms are always the ones looking for help figuring out what's the best new Dell system for someone or people who share links about their Dell pics etc."

• Concerning senior staff's awareness of Twitter: "Yes the most senior people are well aware of the various accounts and our active work on Twitter from all perspectives."

#IBMPartneringWithTwitter• IBM and Twitter recently launched developer tools and cloud-based data

analysis services that mine Twitter data. • The data services run on IBM’s Watson artificial intelligence technology

and on IBM BigInsights (IBM’s flavour of Hadoop). The developer tools will allow people to write applications that pull in Twitter data.

Some of the benefits for IBM and its clients:-•Manufacturing and development: Companies can tap Twitter data to guide their product development and plan manufacturing schedules.•Predicting churn rate: Using data-fuelled predictive models to predict customer churn for Telecom and Cable service providers, when their services are impaired by severe weather. Enabled a company to reduce churn rate by 5%.•Determining best customer practices in Retail: IBM blended Twitter data with sales tracked on loyalty cards and smartphone apps, as well as employee data, to provide valuable insights regarding pre and post sale customer services.Benefits for Twitter:-Twitter’s “data licensing and other revenue” grew to $47 million in Q4, 2014 (a rise of over 100%).

#TwitterSuccessInIndia

• ICICI Bank offers support through twitter to their banking customers. There are customers who are frustrated with the bank’s service and haven’t received support through conventional methods. For such cases, ICICI Bank is constantly monitoring tweets to address concerns with Net Banking, transaction charges, problems with debit card.

• The graph below shows the daily conversation tweet trends for ICICIBank_Care (from Jan 19 to Feb 18).4 The peak point was reached when the no. of tweets exceeded 25.

#TwitterContests4BrandEngage

• A twitter contest has been brought as a way to build buzz and increase brand engagement

• New followers are generated through this and brand presence grown

Following are the different examples of Twitter Contests

Creative Answer- • Users have to answer a question using a hashtag• In 2010, KFC held a similar contest and the

applicants had to explain in 140 characters or less why they had to

win and include hashtag #KFCScholar in their tweets

Sweepstakes• This is the one where winners are chosen

randomly or through a lucky draw• Participants have to retweet to stand a

chance to win• Organizers can do this in 3 ways:

manually, application and follow to win• The National Lottery and Hair Dazzle

examples are shown

#TwitterContests4BrandEngage

Photo Contest• Users have to send in a picture and they will

stand a chance to win a prize in the form of a gift voucher

• The winner will be picked by organizers• A similar contest was held by La Tasca

restaurant in UK• They gave La Tasca vouchers for the

customers who sent a Twitpic of their tapas

Question & Answer• A very straight-forward approach• A question is posted on Twitter and the winner will be the one who sends the

most accurate answer in the fastest time • This makes sure that customers keep visiting the Twitter page for random

questions• This also has a potential for users to abuse the contest by creating several

Twitter accounts to get a chance of winning the contest• They can even use hashtags to make the contest look like spam

#TwitterContests4BrandEngage

#TwitterEpicFailures

• Qantas fired up a seemingly innocent Twitter campaign featuring the hashtag #QantasLuxury, asking folks to share their tales of being pampered on the airline.

• McDonald's Twitter campaign blew up in its face when its #McDStories hashtag got hijacked.

• Chrysler accidentally dropped an F-bomb to thousands of followers

#TwitterAds

• Promote Accounts• Promote Tweets• Promote trends• Brand Surveys

#References

• https://blog.twitter.com/2013/manchester-united-takes-twitter-by-storm

• https://econsultancy.com/blog/63214-how-manchester-united-uses-facebook-twitter-sina-weibo-and-google/

• https://business.twitter.com/basics/how-to-create-a-twitter-content-strategy

• http://www.forbes.com/sites/jaysondemers/2014/04/01/how-to-build-a-winning-twitter-strategy-in-2014/

• http://bits.blogs.nytimes.com/2015/03/17/ibm-introduces-twitter-fueled-data-services-for-business/?_r=0

• http://www.yardstickservices.com/blog/how-twitter-can-help-build-your-small-business-website