an evaluation of microblogging as a marketing communication platform

An evaluation of microblogging as a marketing communication platformGautam Ramdurai

gautam.ramdurai@gmail.com

http://twistedfunnel.blogspot.com

International Marketing Conference on

Creating, Communicating, and Delivering Value in Growing Markets

Chennai, December 22- 23, 2008

Small is good!

Time

Attention

Expression

Tools

FilesIntervals

The World!

MicrobloggingCase in point: twitter.com

twitter.com – in its own words

So, what are you doing?

*Source: Commoncraft.com

Structure of a microblog

1. Self Expression2. Social Network3. Multiple Entry­Points4. Content Portability

Characteristics• Ease and Simplicity

• Very easy signup

• Hyperconnectivity• SMS, Web, IM, Apps

• Minimal Time Investment• 140 chars only

• Speed and Real-time Updation• Multiple output channels

• Emergency communication tool

Insights for the marketer• Twitter users are early adopters of technology

• Twitter users have a louder voice

• Twitter users are more receptive towards advertising

• Heavy Twitter users are most interested in fostering communication and exploration

They are early adopters of technology

They have a louder voice• More than 50% of surveyed candidates have a blog,

myspace page or website

They are more receptive towards advertising

They are interested in fostering comm.

Let’s talk business…within 140 chars

The numbers

What can you do with twitter?

Listen

Inform                                  Relate

Passive Active

Promotion Responding

Updation

Syndication Serving

Listen• Passive

• Monitor conversations

• Insight bank

• Active• Specific questions posed

• Float a poll

• Relevant and valued

JetBlue

H&R Block

Inform• Promotion

• New products, offers

• Updation• Announcements

• Brand information

• Syndication• Directing traffic to sites

Dell Outlet

Southwest Airlines

Relate• Respond

• Direct query by consumer

• Statement by consumer

• Serve• Ad hoc troubleshooting

ComcastCares

BaskinRobbins

Measurement• Number of followers

• Tweet frequency

• Signal-to-noise ratio

• Conversation index

Conclusion• Marketing focus on relationship

• Communication to conversation

• Microblogging is a potential arena for this

Worry about RoI?

Well, what’s the price of a conversation in real life?

Thank You!

Gautam Ramdurai

gautam.ramdurai@gmail.com

http://twistedfunnel.blogspot.com