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Four Examples of Using Twitter for Commerce, PR & Lead Generation

Four Examples of Using Twitter for Commerce, PR & Lead Generation

We have compiled a list of tweets (or Twitter campaigns) run by businesses or celebrities to leverage Twitter for commerce, public relations and lead generation.

These examples can be very useful to digital marketers or an in-house digital marketing team, to help set up Twitter campaigns for their businesses or customers.

1.Starbucks – give away free stuff on special occasions to build PR

On Veterans Day, 11 November, Starbucks tweeted that they were giving away a tall brewed coffee to veterans, active duty military men and women, and active duty spouses, with a #Thankavet hashtag and a link to their web page dedicated to veterans.

This good gesture was hugely appreciated by the Twitterati and was Retweeted and favourited over 4,000 and 3,000 times respectively. It surely drove high traffic to the attached link too.

2.Pizza Hut – time-bound offers drive attention and feedback

Pizza Hut, with over 600,000 followers, actively runs time-bound exclusive competitions on Twitter. On one such occasion this resulted in over 400 retweets and 300 favorites, in addition to loads of feedback from their customers.

3.Ticketmaster – Celebrities Sell

Katy Parry tweeted her UK tour dates and a link to tickets on Ticketmaster. The tweet has gone viral with around 5,000 retweets and favorites and tickets at Ticketmaster were sold out within minutes!

4.American Express – Make it real time and conversational

American express is experimenting with real Twitter commerce where users can tweet to ask for deals for their favorite brands! The concept is gaining momentum and over 1m people used this tool to request deals for their favorites brands!

Takeaway for businesses

Through these examples, the idea is to demonstrate to businesses or brands that there are various ways to get traction on Twitter, such as give away free stuff, or offer exclusive deals and then allow users to transact via or on Twitter. Not all the above techniques fit every businesses, but the business can do some analysis based on their products and services to see what they can offer for free or exclusively, and then run campaigns as above to get the most out of Twitter!

A Seven-Step Formula to get 50% Lead Generation on Twitter

A Seven-Step Formula to get 50% Lead Generation on Twitter

Twitter is a data powerhouse to capture consumers’ interest and intent for businesses. However, most brands still use this tool mainly for reputation management and customer service, to ensure they are not getting any negative publicity or to update customers with their latest offerings. Twitter has launched three advertising products, promoted tweets, accounts and trends, but they are not open to all the businesses yet, especially outside the USA, and studies show that Twitter conversion is around 0.1%. Also, due to Twitter’s 24*7 real time nature, businesses really need deep pockets to leverage this social network.

However, based on our trial with clients such as MusicEventOne and Regus.com, we have come up with seven very economical steps that businesses can use on Twitter to increase their lead generation and sales conversion by 50%.

Step 1: Create an impressive Twitter profile

The first thing businesses must do is create a very eye-catching profile, and to create a formidable Twitter profile, brands must:
1. Add images and designs with the right resolution
2. Use bold, dynamic wallpaper with an informative sidebar
3. Have a noticeable header image and a unique profile picture
4. Complete their profile text in full and not use too many Hashtags in the bio.
5. Maintain a healthy ratio of following to followers.
6. Not automate Twitter followership; rather do the work themselves.

Step 2: Configure Twitter Lead Generation Cards for your websites and applications

After setting up profile, businesses should configure the Twitter Card feature in order to make their users’ experience richer. According to Twitter, who have recently launched Twitter cards for all businesses:

“Twitter Cards let you bring rich experiences and useful tools to users within an expanded Tweet. The Lead Generation Card makes it easy for users to express interest in what your brand offers. Users can easily and securely share their email address with a business without leaving Twitter or having to fill out a cumbersome form.”
Twitter also introduced a new analytics feature, which allows the downloading of leads straight from the Twitter ad into a CSV file. Advertisers can also see important metrics now, such as cost per lead.

Setting up Twitter cards is very easy as Twitter provides you with some code to place on your site or application, and once that is verified by Twitter, your Twitter update will have extended info from your website and/or App with a call to action.

Step 3: Use Twitter advanced search to capture consumers’ interest and intention

Once your profile and Twitter cards are configured, use Twitter’s advance search to find potential customers based on keywords, locations, timeframe and sentiments.
Perhaps Twitter advanced search is one of the most underrated data mining tools for businesses, because, if businesses can really filter 400m+ tweets posted by people talking about their industry, breaking news, interests and intent, they might not need any other lead generation tool. You can see the Twitter support page on how to use various advanced search operators to find meaningful data.

Step 4: Filter out spam and bots (machine generated tweets) from search results

Twitter search results can provide you with loads of relevant tweets. However Twitter is full of very repetitive data and the Twitter open API enables the public to automate their status updates periodically, meaning lots of data is loaded by machines rather than humans. Therefore, it is very important for businesses to filter out duplicate and bot-fuelled information.

To filter data redundancies, businesses can use the Twitter advanced search feature that removes retweets from the search results.

Step 5: Profile search results based on users social influences

Once businesses have searched and filtered unique data, they must profile Twitter users based on their Klout, FollowerWonk, PeerIndex or Kred score to categorise them into advanced, medium or basic users, so that corresponding action can be determined to generate leads.

For example, users with a low Klout score are not very active on Twitter i.e. it is better to send them @mentions than just favouriting or retweeting their tweets.

Step 6: Further categorise search results based on sentiments

Before taking engagement actions, businesses must determine the sentiments to tweets so that if a person is asking the question, the interaction should have enough information to satisfy their query and if they are moaning about services then the interaction must contain apologetic text with a solution to their problem.

Step 7: Now engage with consumers using Twitter Anatomy

Steps 5 and 6 have already touched on how we should act once tweets are filtered and categorised based on social profile and sentiments, but to elaborate further, businesses must understand Twitter provides various engagement meta data to interact with customers i.e. it is not only through @mentions, but also by retweets, favourites, following, adding people to a list, that brands can also trigger an interaction with potential clients.
Anatomy of a Tweet Courtesy http://www.mediabistro.com/alltwitter/tweet-anatomy_b45620

In other words, you don’t need to spam everyone with @mention, as making one of their tweets a favourite or adding them to a list can also attract users to come and view your profile and select the URL, if the whole proposition is compelling enough.

Try steps one to seven and you will get over 50% Lead Generation via Twitter; and don’t forget that businesses and brands can use Tweepforce lead generation campaign management features to group and automate all these seven steps in one campaign, which means 50% lead generation with far less time and cost associated to it!

Tweepforce Roundup(1st Oct): Tim Cook Tweets, Surge in @Mention & Promoted Trends

Tweepforce Roundup(1st Oct): Tim Cook Tweets, Surge in @Mention & Promoted Trends

Tweepforce continue to roundup Twitter stories and help businesses leverage this platform for businesses and product development.

Rouhani to Tim Cook on Twitter

Tim Cook (Apple CEO), contrary to his predecessor (Steve Jobs), has jumped on the Twitter bandwagon with several other noticeable tech CEOs including Yahoo CEO Marissa Mayer, Tesla CEO Elon Musk and Dell CEO Michael Dell. Cook’s decision to join the social network demonstrates that Apple has recognised Twitter as a PR tool to reach out to both shareholders and customers.

Recounting his phone discussion with President Obama as “historic,” Iranian President Hassan Rouhani took to Twitter on Friday with a series of captivating tweets that amazed and cheered many foreign policy observers.

Takeaway for Businesses

Twitter is becoming the first port of call for public relations for bigger brands and celebrities, and therefore businesses and industry analysts within organisations must keep an eye on Twitter for relevant stories so that they can help businesses shape their future strategies;

Twitter Stats Shows More @mention than Links and Hashtags

A recent study into Twitter usage habits, conducted by Carolin Gerlitz and Bernhard Rieder captured 4,376,230 tweets, sent from 3,370,796 accounts.

The main findings are:

  • Hashtags were used in just over 13% of tweets.Only 25.8% appeared more than once, and only 0.7% (1,684) more than 50 times.

  • Only 11% of all tweets enclosed URLs, which is less than half as many as stated by other studies. Social and content platforms are predictably the most popular links. E.g

  • For linking: YouTube ranks first, though Facebook would be number one if apps.facebook.com was included. The next three most commonly linked-to sites are Instagram, Ask.fm and Twitpic.

  • People like to have conversations on Twitter, as it seems that 57.2% of tweets contained an @username mention. Some 46.8% of tweets started with an @username.

  • Takeaway for Businesses

    More @mention i.e. engagements among Twitter users, means that now businesses must engage in conversations on Twitter and think beyond scheduling tweets with links to their content and hashtags. Brands could consider using the Tweepforce’s Twitter engagement feature, which enables customers to initiate a conversation on Twitter that can continue until commerce is done!

    Trending on Twitter Increases Brand Awareness

    Twitter analysed 35 randomly-selected Promoted Trends running in 2012 and 2013 and the study highlights three ways Promoted Trends drive business outcomes:

    1. increased brand advocacy;
    2. greater purchase consideration;
    3. Long-term impact on earned media.

    Takeaway for businesses:

    Perhaps buying promoted trends is too expensive for small and medium-sized businesses, but finding ways to trends on Twitter can be good for businesses in the long run. Have a look at our last week’s roundup, where we highlighted ways to trend on Twitter.

    Tweepforce Roundup (5Sep)-Twitter Stats, New Widgets & IPO News for Businesses

    Tweepforce Roundup (5Sep)-Twitter Stats, New Widgets & IPO News for Businesses

    Once again we have summarised recent Twitter developments and their impact on businesses, brands and digital agencies that are helping their customers to make full benefit of the Twitter platform.

    1.Twitter continues to introduce new features and widgets:

    a. Twitter and The New York Times test a feature that lets people tweet highlighted text

    The New York Times recently tried a new Twitter feature in which users can tweet specific highlighted text within an article. Twitter also said in a blog post that the story chosen for the experiment, “The God of ‘SNL’ Will See You Now”, was tweeted 11 times more than the average of the top 500 shared NYT stories from last month.

    b. Twitter timeline flips to put emphasis on engagements

    Twitter just reversed the format of its timeline with a new conversation view. The full timeline will still display in the old-style ‘newest stuff at the top’ view, but now there are linked Twitter engagements which group tweets in a Facebook-like conversation format. At first glance this might seem like a simple enhancement that relates interconnected tweets together with a thin blue line and an elegant foldout box, but the aim is for this to make the timeline feel more human and less Twitter. The new feature is rolling out on Twitter.com, iPhone and Android apps and features an ‘old’ tweet first, with newer replies to it in order afterwards.

    Example of Twitter Thin Blue Line Engagement

    2. Twitter is gearing up for an IPO later this year or early next year!

    Not many people have any doubt that Silicon Valley based micro-blogging site Twitter is on the road to a public offering and the way things are progressing the company is on track to file for a public offering early next year in order to tap the markets in spring of 2014. But, according to pundits, in order to do that, the company needed to hit three major milestones:

    1. Over 400 million users

    2. About a billion dollars in revenues.

    3. Building a strong management team

    It would appear that by hiring the Google Ad Director and ex-MD of Live Nation, together with new statistics about the number of accounts, Twitter is on the way to achieving the first and third milestones. However, as per eMarketers, Twitter will hit about $580 million in revenues this year which is some way short of one billion dollars.

    3. Hashtag continues to be the epicentre of Twitter’s scheduling strategy

    Hashtags have become synonymous with Twitter and recently the company has revealed an infographic with a blog post highlighting tips to select the best hashtag for your tweet. The main rationales behind releasing this hashtag guideline are:

    a. To ensure the tweet is shared with the right group of users by finding the right hashtag for that group.

    b. To filter what can otherwise be a wide array of difficult-to-categorize information.

    c. To join any conversation on the platform by adding the appropriate hashtag to a tweet.

    In summary, Twitter has emphasised making your hashtag notable, fitting it in with other marketing activities such as ads or campaigns and not being afraid to attach it to a popular term or phrase.(Like below -:))

    Example of twitter hashtag engagement

    4. Usage of Twitter is aligned to smartphone growth

    The Pew Research Centre Study revealed the following:

    a. Some 15% of online adults use Twitter as of February 2012.

    b. 8% do so on a typical day.

    c. Overall Twitter usage has nearly doubled since November 2010.

    d. The percentage of online adults who use Twitter on a typical day has doubled since May 2011. e. The proportion of adults using Twitter on a typical day has quadrupled (now 8%) since late 2010 when it stood at 2%.

    According to the study, the two takeaway points to be considered in marketing campaign planning are:

    f. The growth of smartphone adoption is highly correlated to the growth of Twitter usage.

    g. The 400% growth in Twitter usage by 18-24 year olds.

    5. What are the takeaways for business?

    1. Share mobile friendly content on Twitter

    Twitter’s correlation to smartphones means businesses must make sure whatever content they are sharing on Twitter is mobile friendly and should be aligned to the right time, such as when people are travelling, watching live events or viewing favourite TV programs.

    2. Use hashtags to extend reach beyond your followers

    Don’t over-use hashtags but if you can find or create the right one don’t be afraid to use them as they take your conversation beyond the reach of your followers and help to create an identity on the social platform.

    3. Increase Twitter engagement for higher reach

    The new Twitter timeline with expandable conversation box means that businesses must try to engage with their audience as much as they can to get higher and highlighted impressions on the timeline and subsequently greater interest and conversion.

    4. IPO means Twitter, like Facebook, will become more advertising centric

    Twitter wants to go public and in order to do so it needs to grow really fast, both in terms of revenues and users. Businesses should not be very surprised, therefore, if Twitter rolls out many new features and widgets in the future; we will keep you updated on those advances and advise how businesses can drive more traffic and sales using new Twitter features.