Engaging New Audiences with Twitter

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PowerPoint PresentationEngage New Audiences with TwitterFebruary 25th, 2016# 2016 Sprinklr, Inc. All rights reserved. KAVYAPresentingLee Danya WaynikAPI Partner ManagerTwitterBrooke SummersSr. Manger Paid Media MarketingSprinklrKavya NathProduct Marketing ManagerSprinklr# 2016 Sprinklr, Inc. All rights reserved. KAVYA2Twitter + Sprinklr2016Lets dive a bitdeeper.# 2016 Sprinklr, Inc. All rights reserved. # 2016 Sprinklr, Inc. All rights reserved. KAVYA3Twitter# 2016 Sprinklr. All rights reserved. # 2016 Sprinklr, Inc. All rights reserved. Sprinklr# 2016 Sprinklr. All rights reserved. # 2016 Sprinklr, Inc. All rights reserved. KAVYA INTRO BROOKECOMMUNITYMARKETINGCARECOMMERCEIdeal Customer JourneyConsumer views a promoted tweet on a new product or promotionConsumer searches product and engages with Twitter community about said productUses promotion to buy said productReaches out to brand regarding an issue with product # 2016 Sprinklr. All rights reserved. # 2016 Sprinklr, Inc. All rights reserved. Whats the Hold Up?Massive audience Internal teams with different objectivesCampaigns and objectives risk falling shortCOMMUNITYMARKETINGCARECOMMERCE# 2016 Sprinklr, Inc. All rights reserved. Most brands know what they want to do to be better, and what they need to do to be better but might not understand HOW to get started. Theyre challenged with understanding a large, diverse audience, internal silos, and having campaigns and objectives fail due to a fragmented approach. Social teams cant win Twitter on their own, the organization as a whole needs to have a strategy on how best to communicate with target audiences. From how to ensure customer care is being handled, how to foster communities and its influences, and how to effectively communicate the right message to buyers throughout the entire path to purchase7Strength in NumbersPartner across your organization Leverage integrated dataLean on paid teams to amplify the right contentCOMMUNITYMARKETINGCARECOMMERCE# 2016 Sprinklr, Inc. All rights reserved. 8The Era of Customer Experience# 2016 Sprinklr, Inc. All rights reserved. 9Marketing6%increase in engagement89%Increase in sentiment# 2016 Sprinklr, Inc. All rights reserved. Its imperative for brands to leverage Twitter for Marketing activities, because Marketing is the critical valve in the heart of all online interactions-- without it, the rest of the body fails to function. Marketing, Care, Communities and Commerce are a dynamic, interdependent system. 320 million MAU on Twitter. Brands should be tapping into Twitters immense user base.79% of Twitter users are more likely to recommend brands they followties back to importance of Marketing in tandem with Communities. Users trust their peers, and if they trust your brand, theyll do the marketing for you.Twitter users are nearly 5x more likely to share stories to their profiles than Facebook users. Marketing gives birth to brand loyalty, and brand loyalty makes users into advocates and marketers of your brand.(reiterated from Commerce slide)67% of Twitter users are more likely to buy from the brands they follow on Twitter links back to larger picture-- Commerce, Care, Marketing, Communities-- theyre all interconnected and interdependent. Increasing brand presence through marketing on Twitter affects users path to purchase (commerce)A SPRINKLR EXAMPLE:One Sprinklr customer saw a 6% increase in engagement and 89% increase sentiment in conversations regarding the brand after they amplified high performing content during the launch of a new product10CommunitySprinklr ExampleAbsolut Vodka used a local, current event to produce creative content, enhancing a connection with community. The real-time tweet yielded 10X the number of retweets and 13X the number of favorites, which was a substantial increase in engagement from the brands typical tweets10Xnumber of retweets13Xnumber of favorites# 2016 Sprinklr, Inc. All rights reserved. Users trust their peers, their friends-- those in their social circle. In the digital age, users take to the online user communities to solve problems, get answers to questions, and learn about products before purchasing them. Brands should leverage these existing communities to expand reach, influence, and conversion. Community Proof Points69% of users follow others based on recommendations from friends79% of Twitter users are more likely to recommend brands they follow to friends/peers Communities give birth to real conversations, where users can validate brands to peers. Marketing takes place in communities too-- at a peer-to-peer level. This kind of P2P validation is critical in reinforcing brands reputations and will also influence users path to purchase42% of consumers learn about new products and services via Twitter11Commerce150%Increased sales8%over revenue goals# 2016 Sprinklr, Inc. All rights reserved. Looking for a better visual example hereTwitters role in the purchase process is rapidly growingProof Points:94% of Twitter users shop on their mobile devices; 21% of Twitter mobile users use Twitter while shopping67% of Twitter users are more likely to buy from the brands they follow on Twitter links back to larger picture-- Commerce, Care, Marketing, Communities-- theyre all interconnected and interdependent. Increasing brand presence through marketing on Twitter affects users path to purchase (commerce)50% of shoppers have made purchase decisions based on a recommendation through a social network links back to the larger picture-- brands cannot view commerce in a silo The path to purchase is affected by social conversations happening in user communities. Consumers now look for community validation of X product before purchasing12Care90%of responses within 6 hours or less76%responses within 30 minutes# 2016 Sprinklr, Inc. All rights reserved. We live in an economy that is now defined by the customer. So naturally, it is critical for brands to adapt to the demands of the customer experience. TWO BRAND NEW Twitter Features designed specifically to enhance customer experiences:brands: 1) An easier way to Direct Message: its now easier than ever for users to transition from a public tweet to a brand, to a private DM and Customer Feedback messaging 2) Customer Feedback: a new feature called Customer Feedback will allow people to privately share opinions with a business/brand directly after a service interactionCUSTOMER CARE PROOF POINTS81% of consumers do NOT recommend a brand to their friends if the brand did not respond to their inquiry (Twitter) this stat is alarming-- it shows how critical the experience of the customer is. Customers are also part of Communities, and when a user has a bad customer experience, this will be shared among other users in the community and will undoubtedly affect Commerce in that users will be less likely to purchase X service or product from X brand because of the negative experience of someone in their peer group. Improved customer experience, Twitter customer service can save up to 80% per interaction compared to phone calls, continuous insight and analyticsTweets at leading B2C brands are growing by over 50% per yearLeading B2C brands are responding to about 60% of Tweets directed at their service accounts13@bethlscherMillennial Gender: FemaleAge: 26Location: San FranciscoInterests: biking, running, shopping, wine tastingMost Active On: Twitter, Pinterest, YelpIdeal Customer Journey# 2016 Sprinklr. All rights reserved. # 2016 Sprinklr, Inc. All rights reserved. What does a potential customer look like? Review customer information 14Ideal Customer JourneyCOMMUNITYMARKETINGCARECOMMERCEBeth sees a shoe brand is going to be having a sale starting Friday its a brand she has never purchased beforeBeth searches the product hashtag and engages with a consumer community about Sprinklr ShoesHaving gotten the positive feedback on the company and product, Beth uses a coupon promoted by the brand to buy a pair of shoesAfter receiving the shoes, Beth finds that they dont fit. She reaches out to the brand across the same platform shes engaged with them in the past# 2016 Sprinklr. All rights reserved. # 2016 Sprinklr, Inc. All rights reserved. 15Questions?Engage New Audiences with Twitter# 2016 Sprinklr, Inc. All rights reserved. 16# 2016 Sprinklr, Inc. All rights reserved. Ideal Customer JourneyCOMMUNITYMARKETINGCARECOMMERCEConsumer sees promoted tweet on new product and promotionSearches product hashtag and engages with Twitter community about said productUses promotion to buy said productReaches out to brand regarding an issue with product # 2016 Sprinklr, Inc. All rights reserved. 18