Experiential Marketing and Twitter
Good thing Jack Dorsey, Evan Williams, Biz Stone, and Noah Glass thought something up back in March of 2006 to help you out with that. Twitter, which was officially founded a month later – in July 2006 – has been getting to the point by being short and sweet through 140 character Tweets. No more droning – just short and direct messages (and maybe some pictures and a link or two).
Ten years after its creation, Twitter is now one of the largest social media platforms on the web. In total there are 320 million active users on Twitter, 100 million of which are active daily. Twitter has become a place where people can catch up on the thoughts and actions of those they follow – from friends to celebrities to their favorite brands and anything in between.
However, Twitter has been an up and coming customer relationship management platform for a lot of companies. In fact, Twitter users actually like to interact with the brands that they are following, whereas on Facebook, most users are trying to stay connected with their friends. Taking a look at the numbers shows us that 41% of Twitter users provide opinions on brands, 42% try to research brands using twitter as their launching platform and 19% turn to Twitter for customer support.
Since Twitter has already become such a business heavy platform with intrigued, loyal, and active consumers, brands now have the opportunity to take a physical experience into the virtual realm to those who would enjoy it the most. And yes, Twitter users really are loyal to their brands. This is reflected in the fact that 49% of monthly Twitter users follow brands or companies, compared to just 16% of social network users overall. This means Twitter users are just about three times more likely to support their favorite brands than Facebook users.
And if that isn’t enough convincing then how about the fact that according to DMR over half of Twitter users have confessed to buying a brand that they first heard about through Twitter? That’s a pretty good chance that someone that stumbles upon your experiential campaign on Twitter decides to at least check out your brands digital content.
So, how exactly do we get all of these Twitter users interested in your brand? How exactly can your brand stand out from the other brands using sponsored Tweets with some interesting digital content? The answer is through a great experiential marketing campaign.
As usual, Twitter can be an addition to any experiential campaign. Brand ambassadors can motivate consumers to share their physical experience with their virtual worlds so the experience and happiness may live on forever. A mixture of hash tags and company tags can be used in order to enter into a contest for a chance to win a certain prize.
Brands can also take matter into their own hands and create interesting experiential marketing campaigns focused around Twitter itself as the main driver in campaign interaction. Instead of asking people to use Twitter to share their experiences, brands can incorporate the social media platform into the experience itself, bringing the consumers’ virtual networks even closer to the actual experience.
A great example of this is when UK based Walkers Crisps ran a campaign that effectively used Tweets as currency. One leg of the campaign included an interactive vending machine placed at a bus stop in London with a virtual representation of the brand’s famous spokesperson “inside.” Consumers waiting at the bus stop would tweet at the brand, which let the virtual spokesperson know that it was time to give the consumers their long awaited bag of chips. The consumers would then try one of the new flavors in the campaign, effectively exposing them to the brand and its new offerings in a fun and sharable manner.
So without droning on and on about your brand, how can you capture some new, loyal consumers? Sure – with interesting content that shows and doesn’t just tell, with great marketing campaigns, and with great PR stunts. But one of the most powerful answer lies within reach of a little blue bird.