BEST PRACTICE ON TWITTER

Index India Twitter Landscape Challenge Luxury Brands on Twitter

• Luxury brands• Observations

Strategy Twitter Calendar BIG ideas

India Twitter Landscape

• 15 million users in India

• Top 6th twitter nation in the world

• 80% of male users vs. 20% females

• Maximum twitter users in the age group of 25 – 34

• Top 3 active brands on Twitter:• @ibnlive (News updates)• @timesofindia (News updates)• @IPL (Sports & Event)

Challenges

1 Handle

2 Brands

2 Distinct personalities

140 characters for brand tonality

Luxury brands on Twitter

Burberry

TWEETS 4934

FOLLOWERS 1983700

FOLLOWING 160

• Intent: Awareness

• Content: Collection highlightsCeleb associations and events

• Integration: Redirection to ecommerce website

• Drawback: Lack of follower engagement

• Intent: Awareness

• Content: Collection highlightsCeleb associations and events

• Integration: Redirection to ecommerce website

• Drawback: Lack of follower engagement

Tiffany

TWEETS 6952

FOLLOWERS 557393

FOLLOWING 93

• Intent: Awareness

• Content: Visually appealing catalogue images

Collection highlightCeleb associations and eventsHigh follower engagement

• Integration: Pinterest & Tumblr

• Drawback: Lack of content variety

• Intent: Awareness

• Content: Visually appealing catalogue images

Collection highlightCeleb associations and eventsHigh follower engagement

• Integration: Pinterest & Tumblr

• Drawback: Lack of content variety

Louis Vuitton

TWEETS 1576

FOLLOWERS 1153880

FOLLOWING 187

• Intent: Aspirational and Engaging

• Content: Celeb associationCollection detailsEvent updatesContests

• Integration: Instagram

• Drawback: Lack of follower appreciation through Retweets

• Intent: Aspirational and Engaging

• Content: Celeb associationCollection detailsEvent updatesContests

• Integration: Instagram

• Drawback: Lack of follower appreciation through Retweets

Johnnie Walker

TWEETS 1576

FOLLOWERS 3,356

FOLLOWING 187

• Intent: Aspirational & Engaging

• Content: Content tone is fun and quirkyGeneral and brand event updatesProduct detailsInteresting hashtags

• Integration: Instagram & YouTube

• Drawback: Lack of unique brand personality

• Intent: Aspirational & Engaging

• Content: Content tone is fun and quirkyGeneral and brand event updatesProduct detailsInteresting hashtags

• Integration: Instagram & YouTube

• Drawback: Lack of unique brand personality

Auto India

Twitter competition introducing ultra light Audi R8 and engaging follower base to

state their dream road to drive it on

Audi India

BMW 7 series launched through conversation drive on Twitter

BMW India

Introduction to Merc AMG through a Twitter contest

Mercedes India• Product launch

• Product features

• Contest

• Product launch

• Product features

• Contest

JLR Global

Land Rover UK

Goodwood Festival of Speed promoted through

Twitter trivia based competition

Land Rover UK

All New Range Rover Sport 360 view on Twitter using VINE

Jaguar UK

#YourTurnBritain F-TYPE contest to depict Modern Britain in artistic manner

amplified on Twitter & Tumblr

Jaguar USA

#MyTurnToJag party with celebs at Miami Beach amplified on Twitter

Jaguar UK

• Festivals & Experience drives

• Celeb associations

• Product launch

• Platform integration

• Contest

• Festivals & Experience drives

• Celeb associations

• Product launch

• Platform integration

• Contest

Summary of observations Conversations are personal.

Luxury category keeps the aspirational value intact

Luxury brands position themselves as trend setters, opinion shapers and a beacon of knowledge within their industry.

Integration with other platforms help increase the reach

Conversations are succinct and sophisticated whilst remaining informative and useful.

Strategy

We are extreme luxury

We are exclusive

We are the cultural tastemakersFacebook is to build community

Twitter is evolved, niche and personal

Our Approach

• Identify the influencers and follow them

• Follow brand conversations closely

• Proactive conversations• Respond in the customer

tonality• Current trend or hot topic

updates• Re-Tweet worthy tweet

• Engage with the audience to drive conversations and virality

• DM customers on their query being address to add human approach

Content Mix

• Event Activation: Live updates and event schedules

• Product Promotion & Sales: Launches, Promotions, worthy Re-Tweets generic and brand related

• Utility: Highlight utility features

• Thought leadership: Brand oriented luxury category content

• Customer relations: Escalate and Activate brand ambassadors through good service **Long Term Objective**

KEEP TWEETS SHORTLess than 100characters received more than

17% higher engagement also results in higher RT

USE ATLEAST ONE HASHTAGBrands that use atleast one hashtag received 2x higher

engagementUSE IMAGES IN YOUR TWEET

Brands that use Twitpics received 2x higher engagement

ADD A CALL TO ACTIONCall to action increases engagement to 12x

higher

USE RETWEET AND NOT RTRetweet drives 23x higher engagement then

abbreviation

Best of Twitter