On Wednesday FFWD Advertising Week hosted Twitter Canada for an insightful session about the #PowerOfAtweet. The panel consisted of Rita Ferrari, Director, Brand and Product Marketing at shomi, Kristi Karen, Director of Media, Consumer Engagement and Agency Partnerships at Mondelēz (Oreo), and Derek Hutchison, Head, Enterprise Social Media at RBC. The conversation, moderated by Jamie Michaels from Twitter Canada, covered success which these three very different brands were able to achieve on Twitter.
If you live in Toronto over the last month or so you have more than likely come across shomi billboards, TV or digital ads all throughout your daily routine. Ferrari’s team has been aggressively promoting shomi using a rich variety of channels including Twitter using some of the most innovative solutions the platform is able to offer. Their results of close collaboration with Twitter were a 2.3 increase in site visitations.
Kristi Karen lead the Oreo team during their collaboration with Sochi Olympics, and we all know how successful that campaign was. Their promoted tweets resulted in 14% to 24% engagement increase. And while a bank might not seem like a Twitter account you’d want to follow RBC was able to achieve a 200% increase in positive sentiment by supporting team Canada during the same Olympics.
— Oreo Cookie (@Oreo) February 20, 2014
Throughout the discussion 5 key takeaways came up:
1. Take adventure of Twitter’s Account Associates: they are there to help you achieve better results not only by making suggestions about targeting but by working on your goals towards more innovative solutions.
2. Be creative with promoted tweets and Twitter cards. The targeting possibilities are fantastic and CTAs have a lot of potential to increase engagement. For example shomi used Twitter cards to encourage people to add their favorite shows to calendar.
3. During high-times or prolonged public events that require daily responses having a war-room will help the best ideas and solution rise to the top. Oreo had one during the Sochi Olympics and the creative outcome was incredibly attention grabbing.
4. Twitter is a great place for reputation management, software cannot possibly do that job as well as a real person. Having a team handling incoming mentions is worth the investment, especially if you’re a company that has a potential for getting a lot of questions, concerns or complaints, the labour is a worthy investment.
5. Whatever your brand challenge is Twitter alone will not solve that issue. Traditional media support is still as essential as it was a decade ago.