ie communication club: twitter in the corporate world

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Presented by Miko David | IE Marketing Club

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Miko David gives us an idea of how to use Twitter for Marketing Strategies

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Page 1: IE Communication Club: Twitter in the corporate world

Presented by Miko David | IE Marketing Club

Page 2: IE Communication Club: Twitter in the corporate world

Welcome from the IE Marketing Club &

the IE Communications Club

IEMarketingClub /pages/IE-Communication-Club/1413164832261494

groups/IE-Marketing-Club-3131398

Page 3: IE Communication Club: Twitter in the corporate world
Page 4: IE Communication Club: Twitter in the corporate world

Introduction

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Miko David IE Business School, IMBA April 2013 [email protected]

Page 5: IE Communication Club: Twitter in the corporate world

Introduction

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Page 6: IE Communication Club: Twitter in the corporate world

Introduction

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Page 7: IE Communication Club: Twitter in the corporate world

Key Objectives

1. Social Media Strategy Framework for Twitter

2. Managing your Twitter Brand Page

3. Utilize tools available for Twitter

4. Create targeted ad campaigns

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Page 8: IE Communication Club: Twitter in the corporate world

Social Media Strategy

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We need to be clear about our objectives

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Business Objectives

Brand Objectives

Social Media Objectives

Competitive Analysis

Strategy Tactical

Campaigns

Key Performance

Metrics

Page 10: IE Communication Club: Twitter in the corporate world

Sample Competitive Analysis

Brand Followers Following Tweets Plain Replies Pictures RTs Mentions Links

Audemars Piguet

38.7k 34 2,797 6.3% 38.5% 13.7% 8.6% 5.8% 27%

Baume & Mercier

25k 16.7k 2,974 4,8% 6.5% 30% 18.1% 1% 39.7%

Breguet 2,635 780 221 1.8% 24% 16.4% 11.9% 5.5% 39.7%

Chopard 25.8k 633 2,147 4% 29.9% 21.3% 16.5% 4.4% 23.8%

Hublot 66.7k 110 3,679 3.4% 16.5% 20.8% 25.4% 4.8% 29%

IWC 24.8k 142 2,112 1% 9.6% 17.5% 31.7% 2.3% 38%

Longines 12.2k 350 898 3.3% 19.5% 15.1% 18.3% 1.7% 42.2%

Omega 36.4k 52 1,320 5.7% 6.2% 45.1% 12.6% 4.1% 26.4%

Tag Heuer 41.9k 545 1,869 3.7% 10.8% 14.5% 27.1% 0.5% 43.2%

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Twtrland

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Setting KPIs for a Twitter Campaign

KPIs Metrics Target Figures

Followers # of Followers 5,000 Followers

Reach # Retweets / Reach 486,500 Tweets

Amplification # of Hashtags 436 Hashtags

Buzz # of Mentions 4,879 Mentions

Engagement # of Replies 350 (50%) Replies

Influence # of Conversations Generated 500 Fan-Generated Conversations

Leads # of Clicks 132 Clicks

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Page 13: IE Communication Club: Twitter in the corporate world

Managing Your Twitter Brand Page

Page 14: IE Communication Club: Twitter in the corporate world

Setting Up a Twitter Account

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Products

Cool Content

Brand Talk

Ad Hoc

Creating a Twitter Content Strategy

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Twitter Content Strategy Sample: Coca-Cola

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Sample Content Calendar

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Sample Brand Pages

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Sample Brand Pages

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Sample Brand Pages

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Sample Brand Pages

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Page 22: IE Communication Club: Twitter in the corporate world

Sample Brand Pages

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Page 23: IE Communication Club: Twitter in the corporate world

Sample Brand Pages

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Page 24: IE Communication Club: Twitter in the corporate world

Sample Brand Pages

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Page 25: IE Communication Club: Twitter in the corporate world

Sample Brand Pages

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Page 26: IE Communication Club: Twitter in the corporate world

Sample Brand Pages

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Page 27: IE Communication Club: Twitter in the corporate world

Creating Brand Pages

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Page 28: IE Communication Club: Twitter in the corporate world

Creating Brand Pages

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Page 29: IE Communication Club: Twitter in the corporate world

Creating Brand Pages

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Page 30: IE Communication Club: Twitter in the corporate world

Creating Brand Pages

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Page 31: IE Communication Club: Twitter in the corporate world

Utilizing Tools for Twitter

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TweetReach

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Page 33: IE Communication Club: Twitter in the corporate world

Bit.ly

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Page 34: IE Communication Club: Twitter in the corporate world

Hootsuite

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Influencer Marketing

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StarCount

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Page 37: IE Communication Club: Twitter in the corporate world

Sample Initiatives

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Creating Targeted Ad Campaigns

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Targeting on Twitter

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Targeting Options

Interest & Gender Targeting

Geographic Targeting*

Keyword Targeting

Television Conversion Targeting

Device Targeting

Monitoring Platform

Campaign Management

Real-time Analytics

Advertiser API

Mobile Advertising Exchange

Promoted Tweets

Promoted Accounts

Promoted Trends

Promoted Products

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Twitter Ads (ads.twitter.com)

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Twitter Ads (ads.twitter.com) – Promoted Accounts

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Twitter Ads (ads.twitter.com) – Promoted Tweets

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Page 43: IE Communication Club: Twitter in the corporate world

Measuring Campaign Success

Page 44: IE Communication Club: Twitter in the corporate world

Webfluenz – Setting a Search Profile

Page 45: IE Communication Club: Twitter in the corporate world

Webfluenz – Setting a Search Profile

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Webfluenz – Setting a Search Profile

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Webfluenz – Dashboard

Page 48: IE Communication Club: Twitter in the corporate world

Webfluenz – Dashboard

Page 49: IE Communication Club: Twitter in the corporate world

Webfluenz – Dashboard

Page 50: IE Communication Club: Twitter in the corporate world

Webfluenz – Dashboard

Page 51: IE Communication Club: Twitter in the corporate world

Webfluenz – Dashboard

Page 52: IE Communication Club: Twitter in the corporate world

Webfluenz – Setting a Search Profile

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Twitter Metrics

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Page 54: IE Communication Club: Twitter in the corporate world

Costs to Run a Twitter Campaign

Page 55: IE Communication Club: Twitter in the corporate world

Sample Services & Costs for a Twitter Campaign

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Services Costs

Content Calendar Development

Conversation-Response Management

Brand Page Management

Influencer Identification, Engagement & Management

Tracking, Reporting and Analytics

Contest Management (if any)

Total

Additional Services (Optional) Costs

Paid Media

Additional Influencer Services

Total

Page 56: IE Communication Club: Twitter in the corporate world

People to Follow

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@AskAaronLee & @Ladyxtel

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Page 58: IE Communication Club: Twitter in the corporate world

Presented by Miko David | IE Marketing Club

Thank You!