effectiveness of twitter in increasing the brand awareness

“Effectiveness of Twitter in Increasing the Brand Awareness”

Presented ByDevesh Shukla

2A-17PNR: 09020441122Marketing -Finance

Mentor: Prof. Praveen kumar

Dissertation Presentation

Symbiosis Institute Of Management Studies, Pune

Objective & Methodology

PRO

•To determine the effectiveness of Twitter in increasing the brand awareness.

SRO

•To determine the participation of different brands on twitter

•To analyze the feedback of the respondents to existing brands on Twitter.

Research Methodology

•Data needed for this project is collected through primary research

•Secondary research is done through different case studies on different Brands using twitter



Introduction

• It’s a micro blogging service, enabling its users to send and read messages called tweets.

• Tweets are text-based posts of up to 140 characters displayed on the user's profile page.

• Users may subscribe to other users' tweets—this is known as following and subscribers are known as followers.


Source: http://www.penn-olson.com/2010/03/28/5-essential-social-media-infographics-for-marketers/


Some Twitter Facts

Source: http://www.penn-olson.com/2010/03/28/5-essential-social-media-infographics-for-marketers/


Twitter as an Advertisement Tool


Twitter Integration


Twitter Case Studies


MTV Video Music Awards 2010



• First, there was the visualization for web users. This was a live Twitter scoreboard for people watching the VMAs at home. They could tweet directly from the app, and they did—194,000 times.

• Second, there was a stripped-down version of the viz designed for the VMA white carpet, where it was narrated by Gabi Gregg, MTV’s first Twitter Jockey.

• Third, there was a wide-screen version that was integrated into the main show, lighting up a 95-foot-wide screen three times over the course of the broadcast.



• Over 11 million viewers, making them the highest-rated since 2002• 2.3 million posted during the East and West Coast broadcasts.• The size of the raw audience. • The scale of the live conversation.• MTV has cemented its position as the leader in live Twitter integration on TV


National Broadcasting Company- Winter Olympics 2010

Stamen Design built a platform called Eddy to connect to the Streaming API


National Broadcasting Company- Winter Olympics 2010

• Filter tweets by keywords : olympics, curling, Apolo Ohno etc.

• Identify certain accounts that they wanted to prioritize: Olympic athletes and other celebrities, for instance

• The platform pulled in 50 million tweets over the course of the Winter Olympics

• second filtering pass knocked that initial grab down to around 2 million.

• Swarm ultimately filtered the 2 million down to around 170,000 for display in this zoomed-in view.

• This made a huge TRP success for NBC in winter Olympics 2010 coverage


OxygenLive- Bad Girls Club Show

• Over two million viewers per episode• In the beginning of its fourth season, the network piloted a program called OxygenLive a “social viewing party” with talent from the show, pulling comments and conversation from Twitter


• Oxygen kicked off the conversation 30 minutes before the show started.

• During the East Coast airing, where they piloted the OxygenLive party, ratings for adults 18-49 were up 92% from the previous season. (109% for females 18-49.)

• During the West Coast airing, where they did not initially pilot

OxygenLive, ratings were up only 14%. (And only 9% for females 18-49.)

• During the West Coast airing, with OxygenLive now running, ratings for adults 18-49 rose to 56% above the previous season. (For females 18-49, they reached 57%.)




Source: www.mashable.com


Starbucks Coffee


Starbucks Coffee

• Over 120,000 followers on Twitter

• What’s your Starbucks idea campaign?

• When some people voiced that coffee was tastier in ceramic mugs than in paper or foam ones, the idea of people getting their own mugs became popular.

• Starbucks went a step further and offered a discount to those who brought their own mugs.

• Starbucks recently came up with new size of can starbucks trenta. They tweeted about the new product to be launched and made it promoted at twitter. This immediately went viral and had more than 2 million of retweets.


Southwest Airlines


Southwest Airlines

• More than 10,000,00 followers

• Dedicated corporate communications team for twitter

• Careful attention to how their customers interact with and respond to them online

• Inform their customers of flight delays or weather issues

• Route potential customer service inquiries to appropriate internal team members so they can assist

• Listening, engaging, and embracing communication with your customers is a key to building long-term brand awareness, loyalty, and even a bit of fun


Tastidlite

Three “M” approach

• Monitor- “Using search to listen to what Twitter users were saying about tasti, its products, and its competitors”

• Mingle- “Jump into the conversation and mingle with customers who were already talking about tasti and their New York dessert needs, using DM or @replies”.

• Measure – “Create specific codes for each coupon that are entered into the point of sale cash registers at tasti locations to enable the tracking of coupon conversions and the resulting sales”


Primary Market Research findings


In what country is your organization based?

1% 1% 1% 1% 1%

30%

2%1%

1%9%

52%

Australia Canada

France Geneva

Germany India

Japan Kazakhstan

Netherlands UK

USA


How would you describe the extent of your organization's involvement on Twitter?

3%

12%

31%54%

We are not involved on Twitter

We have only exper-imented some

Somewhat involved

Heavily involved


Your organization's Twitter account is managed by...

6%2%

4%1%

46%

39%

2%

A Cross-functional Team

A student or intern

Business Analyst, Marketing

Management

Our Marketing Team

Our PR & Communications Team

We don't do any social media.


How centralized is the management your organization's social media efforts?

72%

8%

15%

5%

Completely centralized (marketing for all products/properties is run by a central authority)

We manage some centrally, but properties/brands/products also manage some things independently.

Our properties/brands/prod-ucts manage their own social media efforts.

Other


Do you maintain official profiles for your organization or products on Twitter?

92%

8%

YesNo


How much does your organization spend on Twitter per year?

22%

46%

7%

15%

9%

1%

US$ 0 Less than US$ 5,000US$ 5,001 - US$ 10,000US$ 10,001 - US$ 25,000US$ 25,001 - US$ 50,000 US$ 50,001 - US$ 100,000More than US$ 100,000


Has the amount of money your organization spends on Twitter changed in the last year?

7%

56%

37%

Decreased IncreasedNo Change


Will the amount of money your organization spends on Twitter change in the next year?

34%

4%49%

13%

I don't knowIt will decreaseIt will IncreaseIt will stay the same


What is the primary purpose for your organization's presence on Twitter?

4%

64%

12%

3%8%

4%5%

Improving sales / lead generationFor HR & RecruitmentImproving customer serviceRaising brand awareness & reputation PR / Reputation ManagementImproving website trafficGathering consumer insights / feedbackPublicizing new content or productsGathering competitor IntelligenceOther


Twitter is good for...

4%

53%19%

5%

1%12%

6%

Improving sales / lead generationFor HR & RecruitmentImproving customer serviceRaising brand awareness & reputation PR / Reputation ManagementImproving website trafficGathering consumer insights / feedbackPublicizing new content or productsGathering competitor Intelligenceall of the above


How do you judge the effectiveness of your Twitter efforts?

12%

37%42%

8%

1%

Number of followers

Sales / lead generation

Website traffic from Twitter

Level of engagement

Number of brand/product mentions

Other


Which channels are least effective at achieving your goals?

4%4%

13%

26%

51%

2%

TwitterFacebook LinkedIn Youtube Blog Other


Chi Square Analysis

• H0: There is no significant difference in involvement levels of organizations on twitter between India and USA at 95% confidence level

• Pearson Chi-Square = 8.661, DF = 3, P-Value = 0.034

• Likelihood Ratio Chi-Square = 8.943, DF = 3, P-Value = 0.030

• From the chi square test, we get p value=.034<.05(significance level). Hence we reject H0. Hence there is a significant difference in the pattern of involvement of organizations on twitter between India and USA.


• H0: There is no significant difference in the way twitter accounts are managed centrally between India and USA at 95% confidence level



• From the test, p value=0.124>0.05(significance level). Hence we cannot reject H0. Hence there is no significant difference in the way twitter accounts are managed centrally between India and USA

Chi Square Analysis


Chi Square Analysis

• H0: There is no significant difference in effectiveness of twitter in increasing brand awareness of between India and USA at 95% confidence level



• From the chi square test, we get p- value=0.043<.05(significance level). Hence we reject H0. Hence there is a significant difference in effectiveness of twitter in increasing brand awareness of between India and USA organizations.


Conclusion

• Most of the companies have started exploring this unique new way medium to interact with users.

• The spending has increased significantly by the introduction of twitter advertisements.

• Most of the companies agree that they use twitter for increasing the brand awareness and PR.

• Our Chi square test done also shows significant level of increase in brand awareness of the products using twitter in an effective manner.

• MTV and other case studies proves the point that if we use twitter in a proper way to interact with customers, it helps in increasing the brand awareness.


Recommendation

• Define your goal

• Identify your target audience

• Listen to them to ascertain what they might want to learn from you.

• Tweet content that offers some value to them whether it is educational or entertaining.

• Don't follow everyone on the planet to gain big numbers

• Just follow the people in your niche.

• Then read their Tweets and respond and Retweet when appropriate.

• Set up RSS feeds on brands and related topics so that you can respond to people you aren't following and build new connections.


Thank You