The Challenge: During Ad Week, Twitter VP Joel Lunenfeld drew a staggering correlation between a user’s activity on Twitter and their television watching habits. What could this mean for multichannel customer engagement?
IAB Mixx presentation at Ad Week, Joel Lunenfeld, Twitter’s global brand strategy VP, shared data that Twitter had gathered about users’ brand relationships. According to Lunenfeld, 9 out of 10 users follow at least one brand on Twitter.
While most users followed brands for the sake of receiving promotional news, 87% followed brands for entertainment purposes and 80% did so for access to exclusive content.
Audi, for example, noted that a fan posted a tweet with the hashtag “#IWantAnR8”. In response, they brought the fan an R8 to test-drive, and turned the entire experience into a commercial. Instances like this demonstrate that the barrier between advertising channels is blurring every day, and that content is quickly becoming more important than ever.
American Express is also taking advantage of the Twitter multichannel phenomenon with their Sync program, which transforms special Twitter #hashtags into savings for card members. If a U.S. card member is eligible, they can sync their AmEx Card with Twitter, and when they tweet using special offer hashtags, savings are automatically loaded onto the synced Cards, with no coupons or printouts required. In this game-changing example, AmEx is turning Twitter content into commerce by connecting card members directly to merchants and delivering value to both.
Key Takeaways for Marketers 1. Engagement on multiple channels is essential.
Consumers have come to expect a multichannel experience from their marketing. Twitter may not be the first to attempt multichannel marketing, but it’s quickly becoming a bastion for companies that want preference-driven, engagement-rich campaigns.
2. Give people reasons and ways to share.
Giving customers the tools and incentive to share across multiple channels is the perfect way to engage them and enrich their experience. AmEx exemplifies this, giving their customers both value and the means to share that value with others via Twitter.
3. Blur the lines between conversation and marketing.
As we saw in the Audi example, social media marketing can be enhanced by crossing channels and bringing conversations to life for users. It generates positive press, gets people talking, and creates a genuine level of trust between you and your customers.
Ernan Roman is President of Ernan Roman Direct Marketing and the industry pioneer who created 3 transformational methodologies: Integrated Direct Marketing, Opt-In Marketing, and Voice of Customer Relationship Research. Ernan was recently inducted into the Marketing Hall of Fame. Clients include Microsoft, NBC Universal, Disney, Hewlett-Packard and IBM. His fourth and latest book on marketing best practices is titled:Voice of the Customer Marketing: A Proven 5-Step Process to Create Customers Who Care, Spend, and Stay.
[Recorded Sept 26] Traditional Voice of Customer surveys have a blind spot to real-time feedback on social media and call center interactions. Learn how progressive companies are mining Big Data to improve the customer experience, reduce churn and even boost agent selling.