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An evaluation of microblogging as a marketing communication platform

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Information about An evaluation of microblogging as a marketing communication platform
Business & Mgmt

Published on December 26, 2008

Author: gautam_ramdurai

Source: slideshare.net

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.com
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An evaluation of microblogging as a marketing communication platform Gautam Ramdurai [email_address] 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 Files Intervals The World!

Microblogging Case in point: twitter.com

Case in point: twitter.com

twitter.com – in its own words

So, what are you doing? *Source: Commoncraft.com

Structure of a microblog Self Expression Social Network Multiple Entry-Points Content Portability

Self Expression

Social Network

Multiple Entry-Points

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

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

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

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

Passive

Monitor conversations

Insight bank

Active

Specific questions posed

Float a poll

Relevant and valued

Inform Promotion New products, offers Updation Announcements Brand information Syndication Directing traffic to sites Dell Outlet Southwest Airlines

Promotion

New products, offers

Updation

Announcements

Brand information

Syndication

Directing traffic to sites

Relate Respond Direct query by consumer Statement by consumer Serve Ad hoc troubleshooting ComcastCares BaskinRobbins

Respond

Direct query by consumer

Statement by consumer

Serve

Ad hoc troubleshooting

Measurement Number of followers Tweet frequency Signal-to-noise ratio Conversation index

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?

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 [email_address] http://twistedfunnel.blogspot.com

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