With over 1o million users in the UK, that's 16% of the UK population, and in excess of 140 million worldwide: Twitter is a household name. There's an appetite to use it on mobile too, with 80% accessing it on their mobile.
I was interested to hear Twitter UK Director @BruceDaisely showcase it's successes and value to companies during his presentation at Teradata Connect2013:
'Marketing in the moment' is where Twitter excels according to Daisely; communications must combine relevance, interest and intent'
He gave examples of popular UK brands on Twitter, including some surprises. Automatic Doors have over 203,000 Followers as they are currently the fastest growing brand profile in the UK, according to Socialbakers.com with Nandos ranking top in the number of Followers at over 950,000.
Source: Socialbakers
It was interesting that he referred to it as an' interest network' rather than ' social media platform or 'tool'. He describes Twitter like a ripple and can drop over time as it links to human interest. During the Grand National this year, tweets dropped during the last 5-10 seconds of the race.
He shared 5 rules to Twitter success as :
He did add that tweeting in the human voice is the most potent
He shared some examples of this thinking; use of the #grandnational tag which generated 7,000 Tweets per minute and Kenco piggybacking on it, by promoting it's Millicano drink which resulted in 500 retweets - good planning.
He also mentioned brands who can react quickly to news; when Sir Alex Ferguson announced his retirement which generated 1.4 m tweets in an hour then Nandos seized the moment and opened it's Manchester store 5 minutes later for "Fergietime". Premier Inn seized the moment too and offered additional late check out.
By Susanne Colwyn
Susanne is a Marketing Consultant and Trainer, with over 20 years marketing experience in the public and private sector. She's passionate about supporting companies with practical result driven marketing, to help focus companies on evaluating and driving their marketing forward. Experienced in Integrated Strategic Marketing Planning, Data Segmentation, Customer Relationship Management Systems, Customer Insight and reviewing internal systems, data and processes, to maximise conversion strategies and the customer experience. You can connect with her via her LinkedIn or follow her @Qtymarketing.
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