an evaluation of microblogging as a marketing communication platform
DESCRIPTION
The presentation I made at the International Marketing Conference on Creating, Communicating, and Delivering Value in Growing Markets. Chennai, December 22- 23, 2008 More at twistedfunnel.blogspot.comTRANSCRIPT
An evaluation of microblogging as a marketing communication platformGautam Ramdurai
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
http://twistedfunnel.blogspot.com