An evaluation of microblogging as a marketing communication platform
-
Upload
gautam-ramdurai -
Category
Business
-
view
2.886 -
download
1
description
Transcript of An evaluation of microblogging as a marketing communication platform
![Page 1: An evaluation of microblogging as a marketing communication platform](https://reader033.fdocuments.us/reader033/viewer/2022060200/559897211a28ab534b8b467f/html5/thumbnails/1.jpg)
An evaluation of microblogging as a marketing communication platformGautam Ramdurai
http://twistedfunnel.blogspot.com
International Marketing Conference on
Creating, Communicating, and Delivering Value in Growing Markets
Chennai, December 22- 23, 2008
![Page 2: An evaluation of microblogging as a marketing communication platform](https://reader033.fdocuments.us/reader033/viewer/2022060200/559897211a28ab534b8b467f/html5/thumbnails/2.jpg)
Small is good!
Time
Attention
Expression
Tools
FilesIntervals
The World!
![Page 3: An evaluation of microblogging as a marketing communication platform](https://reader033.fdocuments.us/reader033/viewer/2022060200/559897211a28ab534b8b467f/html5/thumbnails/3.jpg)
MicrobloggingCase in point: twitter.com
![Page 4: An evaluation of microblogging as a marketing communication platform](https://reader033.fdocuments.us/reader033/viewer/2022060200/559897211a28ab534b8b467f/html5/thumbnails/4.jpg)
twitter.com – in its own words
![Page 5: An evaluation of microblogging as a marketing communication platform](https://reader033.fdocuments.us/reader033/viewer/2022060200/559897211a28ab534b8b467f/html5/thumbnails/5.jpg)
So, what are you doing?
*Source: Commoncraft.com
![Page 6: An evaluation of microblogging as a marketing communication platform](https://reader033.fdocuments.us/reader033/viewer/2022060200/559897211a28ab534b8b467f/html5/thumbnails/6.jpg)
Structure of a microblog
1. Self Expression2. Social Network3. Multiple EntryPoints4. Content Portability
![Page 7: An evaluation of microblogging as a marketing communication platform](https://reader033.fdocuments.us/reader033/viewer/2022060200/559897211a28ab534b8b467f/html5/thumbnails/7.jpg)
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
![Page 8: An evaluation of microblogging as a marketing communication platform](https://reader033.fdocuments.us/reader033/viewer/2022060200/559897211a28ab534b8b467f/html5/thumbnails/8.jpg)
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
![Page 9: An evaluation of microblogging as a marketing communication platform](https://reader033.fdocuments.us/reader033/viewer/2022060200/559897211a28ab534b8b467f/html5/thumbnails/9.jpg)
They are early adopters of technology
![Page 10: An evaluation of microblogging as a marketing communication platform](https://reader033.fdocuments.us/reader033/viewer/2022060200/559897211a28ab534b8b467f/html5/thumbnails/10.jpg)
They have a louder voice• More than 50% of surveyed candidates have a blog,
myspace page or website
![Page 11: An evaluation of microblogging as a marketing communication platform](https://reader033.fdocuments.us/reader033/viewer/2022060200/559897211a28ab534b8b467f/html5/thumbnails/11.jpg)
They are more receptive towards advertising
![Page 12: An evaluation of microblogging as a marketing communication platform](https://reader033.fdocuments.us/reader033/viewer/2022060200/559897211a28ab534b8b467f/html5/thumbnails/12.jpg)
They are interested in fostering comm.
![Page 13: An evaluation of microblogging as a marketing communication platform](https://reader033.fdocuments.us/reader033/viewer/2022060200/559897211a28ab534b8b467f/html5/thumbnails/13.jpg)
Let’s talk business…within 140 chars
![Page 14: An evaluation of microblogging as a marketing communication platform](https://reader033.fdocuments.us/reader033/viewer/2022060200/559897211a28ab534b8b467f/html5/thumbnails/14.jpg)
The numbers
![Page 15: An evaluation of microblogging as a marketing communication platform](https://reader033.fdocuments.us/reader033/viewer/2022060200/559897211a28ab534b8b467f/html5/thumbnails/15.jpg)
What can you do with twitter?
Listen
Inform Relate
Passive Active
Promotion Responding
Updation
Syndication Serving
![Page 16: An evaluation of microblogging as a marketing communication platform](https://reader033.fdocuments.us/reader033/viewer/2022060200/559897211a28ab534b8b467f/html5/thumbnails/16.jpg)
Listen• Passive
• Monitor conversations
• Insight bank
• Active• Specific questions posed
• Float a poll
• Relevant and valued
JetBlue
H&R Block
![Page 17: An evaluation of microblogging as a marketing communication platform](https://reader033.fdocuments.us/reader033/viewer/2022060200/559897211a28ab534b8b467f/html5/thumbnails/17.jpg)
Inform• Promotion
• New products, offers
• Updation• Announcements
• Brand information
• Syndication• Directing traffic to sites
Dell Outlet
Southwest Airlines
![Page 18: An evaluation of microblogging as a marketing communication platform](https://reader033.fdocuments.us/reader033/viewer/2022060200/559897211a28ab534b8b467f/html5/thumbnails/18.jpg)
Relate• Respond
• Direct query by consumer
• Statement by consumer
• Serve• Ad hoc troubleshooting
ComcastCares
BaskinRobbins
![Page 19: An evaluation of microblogging as a marketing communication platform](https://reader033.fdocuments.us/reader033/viewer/2022060200/559897211a28ab534b8b467f/html5/thumbnails/19.jpg)
Measurement• Number of followers
• Tweet frequency
• Signal-to-noise ratio
• Conversation index
![Page 20: An evaluation of microblogging as a marketing communication platform](https://reader033.fdocuments.us/reader033/viewer/2022060200/559897211a28ab534b8b467f/html5/thumbnails/20.jpg)
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?
![Page 21: An evaluation of microblogging as a marketing communication platform](https://reader033.fdocuments.us/reader033/viewer/2022060200/559897211a28ab534b8b467f/html5/thumbnails/21.jpg)
Thank You!
Gautam Ramdurai
http://twistedfunnel.blogspot.com