XMPie / Twitter Campaign
Driving conversational marketing to the next stage
Copyright 2009 XMPie. All Rights Reserved. 2
Campaign Background – Why Twitter?
Twitter is one of the rapidly growing social media sites on the planet Average user of twitter:
– 25 45– Male– No kids– Graduate– Browsing from work
Whereas Facebook is about sharing with those that you know – Twitter is more directed at following those that you are interested in.
Facebook is more consumer use than business – whereas Twitter has a higher percentage of business / brand conversation
April 8, 2023
Copyright 2009 XMPie. All Rights Reserved. 3
Campaign Background – Why Twitter?
Within Twitter I ‘Follow’ people / companies that I am interested in listening to or conversing with.
– Therefore by ‘following’ I am expressing an interest in that account XMPie is about developing conversational marketing campaigns
– However you either have to already know your audience or ask someone to refer another that might be interested.
Combining Twitter and XMPie offers a real-advantage– People can bring themselves into a campaign by simple expressing ‘interest’– Those following someone that brought themselves into the campaign can also
follow the leader – as we promote the fact that the user has brought themselves into the campaign.
– We spread virally to ‘followers’ of ‘followers’
April 8, 2023
Copyright 2009 XMPie. All Rights Reserved. 4
Walkthrough of the Campaign Stages
Recipient initiates the campaign by ‘following’ us on Twitter We recognise that a new user is following – so we send them back a
‘direct message’ containing a RURL Recipient comes into their RURL and is asked to ‘authorise’
themselves Once the user is authorised, we ‘tweet’ back out a message to the
recipient’s followers virally spreading the word Recipient then has the option to create and download a ‘All-Access’
badge to queue-jump into the Innovation showcase at MediaPro We capture the recipient’s data and are able to continue the
conversation.
17-Jun-09
Copyright 2009 XMPie. All Rights Reserved. 5
Key to processes
Core XMPie functionality
April 8, 2023
CustomApplication Custom application using XMPie’s API
Core Twitter.com functionality
What is doing what in the campaign?
Copyright 2009 XMPie. All Rights Reserved. 6
Stage 1 – Following us on Twitter
April 8, 2023
By following ‘XMPieMediaPro09’ on Twitter I am initiating the conversation and expressing interest in the product, service or event.
Copyright 2009 XMPie. All Rights Reserved. 7
Stage 2 – Acknowledging the follower
April 8, 2023
Campaign recognises a new follower, enters their details into the database and sends back a ‘direct message’ containing a RURL for the recipient to access.
CustomApplication
Copyright 2009 XMPie. All Rights Reserved. 8
Stage 2 – Acknowledging the follower
April 8, 2023
Twitter automatically emails the recipient informing them that they have received a ‘direct message’ – so the recipient can access their RURL direct from there as well.
Copyright 2009 XMPie. All Rights Reserved. 9
Stage 3 – Initial RURL landing page
April 8, 2023
The recipient accesses their RURL which contains personalised copy, as well as a random choice of 3 silhouetted images – To continue we ask to authorise.
CustomApplication
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Stage 4 – Authorising with Twitter
April 8, 2023
Recipient authorises with Twitter, effectively granting access to XMPie to access their profile and tweet stream. This is a standard Twitter application process.
CustomApplication
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Stage 5 – Getting the word out there
April 8, 2023
Once a user authorises us, we can then ‘tweet’ out to their followers a message. This is what the user’s followers would see.
CustomApplication
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Stage 5 – Back at the RURL
April 8, 2023
Recipient is automatically directed back to their RURL which now changes – and talks to them in detail about the offering to get an ‘All-Access’ badge to the show.
CustomApplication
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Stage 5 – Back at the RURL
April 8, 2023
In order to get their ‘All-Access’ badge we need the recipient to check and update their personal information – this is entered directly back into the database.
CustomApplication
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Stage 5 – Downloading the badge
April 8, 2023
XMPie then creates a PDF ‘All-Access’ badge for the recipient to download and print to gain access to the Innovation showcase.
CustomApplication
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Stage 5 – Downloading the badge
April 8, 2023
XMPie then creates a PDF ‘All-Access’ badge for the recipient to download and print to gain access to the Innovation showcase.
CustomApplication
Copyright 2009 XMPie. All Rights Reserved. 16
Value of Twitter Conversational Marketing
No longer do I need any recipient data to start the campaign Harness the popularity of Twitter to viral spread a campaign XMPie produces RURLs on-demand when someone expresses an
interest in the campaign Immediately develop a conversation with the recipient – as we
already know something about the recipient as soon as they enter the campaign (Twitter profile information)
XMPie works in synchronicity with Twitter to bring the user in before taking over control from Twitter.
April 8, 2023
Copyright 2009 XMPie. All Rights Reserved. 17
David [email protected]
http://www.twitter.com/davidbaldarohttp://david.baldaro.me.uk
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