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How @Burberry managed to trend @Twitter during #LFW

How @Burberry managed to trend @Twitter during #LFW

London Fashion week (#LFW) attracts almost all top fashion brands from all over the world. However it was Burberry who managed to make most of Twitter power and trended in the UK and EU for almost 3 days. We looked into their Twitter content distribution strategy during London Fashion Week, which can help businesses in future to leverage Twitter to gain maximum exposure, especially when they are participating in an event!

Live Streaming from the Event

Burberry live streaming to their front stage ramp shows was embedded to their tweets so that viewers could watch the live show on Twitter in real time. Tweets were retweeted and favourited by everyone from the general public to fashion magazines, and therefore reached out to millions of people.

Tweeted Celebrity Pictures

Burberry tweeted pictures of celebrities like Bradley Cooper and Harry Styles, and these celebrity pictures got lots of engagement through their fans and helped the brand to continuously trend Bradley Cooper

Backstage Pictures

Tweeted backstage pictures gave a glimpse of how things work behind the scenes.

Used Vine to Demonstrate Products

Vine videos can be embed to tweets and Burberry took huge advantage of this by showcasing their new range in Vine videos. Again, these tweets get lots of attention and helped the brand to keep buzzing on Twitter during the event.

How @Tesco, @Argos and @KitKat used Twitter in the Holiday Season

How @Tesco, @Argos and @KitKat used Twitter in the Holiday Season

Twitter is the place where users (or buyers) show their real time emotions about everything from leisure to entertainment and, more importantly for these companies, shopping. And some businesses are very good at capturing these emotions, especially in the festive season, by offering last minute deals and delivery options, or running competitions to give away freebies. For the next holiday season, we have collected some examples below to inspire other brands, businesses and digital agencies to run last minute holiday season organic campaigns on Twitter.

Argos – Gave free vouchers to become part of the #DontPanic Timeline

Argos ran a very smart campaign to allow users to win vouchers if they gave a reason for not panicking about last minute Xmas shopping (with hashtag #Dontpanic). #DontPanic was a very frequent trend used by shoppers on Twitter and this campaign helped Argos to become part of this hashtag timeline, with multiple retweets and favourites.

KitKat – Captured user emotions by presenting a nice picture

KitKat, rather than giving free vouchers or a deal, tweeted with a very festive picture to engage users, and the image was retweeted and favourited over 3,000 times. The gist is, businesses need not necessarily offer deals or freebies; they can also offer something to add cheer in this share economy where everyone wants to reach out to loved
ones with some special gifts.

Tesco – Ran a competition aligned to a popular TV series

Tesco designed a very clever campaign to leverage the festive mood along with Twitter and TV viewership alignment, as they ran an exclusive campaign on Twitter to giveaway free Downton Abbey DVDs in exchange for users tweeting with hashtag #GetMeToDownton and following their account. The campaign got good traction with over 1000 clicks and multiple retweets and favorites.

Twitter recap for businesses, brands and digital marketers

by Tweepforce 0 Comments
Twitter recap for businesses, brands and digital marketers

Since Twitter launched its IPO, the company has been updating its products and services almost daily to speed up the monetisation. We have summarised all the recent launches for digital marketers inside or outside of companies, so that they can remain on top of this ever-evolving real-time social network.

1 Extended their advertising products outside USA

On 13 November, Twitter announced that small- and medium-sized businesses in the UK, Ireland and Canada will now be able to make use of its self-serve advertising platform.

Twitter’s suites of ad products include Promoted Tweets, Promoted Accounts, and Promoted Trends. 

Earlier, all businesses outside the US had to coordinate with Twitter in order to place their ads, which limited the social network’s reach. With this announcement, it is likely that more businesses will now sign on to place ads on the network, increasing its revenue streams.

2. Align advertising to TV Programs

Twitter announced the availability of TV ad targeting on Twitter. According to Twitter:

“TV ad targeting enables marketers to engage directly with people on Twitter who have been exposed to their ads on TV. Synchronized Twitter and TV ad campaigns make brand messages more engaging, interactive and measurable, while making it easy for marketers to run always-on Twitter campaigns that complement and amplify their TV creative.”

However, TV ad targeting for Promoted Tweets is available in a limited beta to selected partners running national TV commercials in the U.S.

 3. Custom Timeline on TweetDeck and Developer API

Twitter will let you build custom timelines based on topics, hashtags and more from TweetDeck. Twitter has also introduced an API to allow developers to build this functionality into their products.

This is an extension to their list service and will allow users to create powerful streams of information out of Twitter’s open data, effectively allowing anyone to create individual streams of data custom-made to a topic. The topics could be anything that’s comprised in a tweet, such as hashtags, a phrase like ‘going out’ or event-specific keywords like ‘X-Factor’ or ‘Tech Meetup’.

 4. DM option is removed and Block User is reinstated

Just a month after the public backlash following an abundance of spamming, Twitter has just removed its option for users to receive direct messages (DM) from any follower, whether or not that follower is being followed on Twitter. DMs can now only be sent to a user who is following you.

Under the short-lived change on Thursday, a blocked Twitter user could view or tweet at the person who blocked him or her, but that activity would have been rendered invisible to the victim, as if the offending account did not exist. Five hours later, Twitter canceled the change, and reverted the “block” feature to its original setting.

Takeaway for businesses

Clearly Twitter is still evolving, with many products coming to market and some being removed, but the gist is that Twitter, with real-time data, especially when people are watching TV or following live events, can be a formidable channel for marketers to promote their products and services. And with the introduction of their self-service advertising channel, it has become easier to promote things on this network. The marketer should also not forget that Twitter is still one of the most open networks and there are many tools, including TweepForce, out there to help them promote and transact on 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!