Twitter for-businesses-11-cases

11 Twitter Case Studies
Compiled by:
Ethinos Digital Marketing

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5 tips to increase followers on Twitter
1
The simplest way to get people 2
to follow you is to follow them.
Before you follow someone, make sure
However, remember to be discreet
you have posted a few relevant tweets. No
about whom you follow. Follow only
one will follow you back if your tweets are
those who are relevant to you, your
irregular or if you constantly tweet about
business or your clients.
how hungry or tired you are.
3 Complete your one-line bio and
include a URL in your profile because
people need to know you before
deciding to follow you. Add your Twitter feed to 4
your blog, Facebook, LinkedIn or
any other social profile where you
already have a set of
Reply to people who
you are following, followers.
especially if they are
not yet following you. 5

Share : Twitter | Facebook

Using Twitter
to do business better

How Twitter can make
business processes more
efficient and cost effective


Using Twitter for Recruitment
Sodexo Group
The Challenge : Effectively using social media for recruitment.

The Solution :
Sodexo deployed a recruitment team (@SodexoCareers) to
create a presence on Twitter. This team monitored references
and mentions on Twitter to reach out to potential employees.

The Result :
A private chef in Florida had tweeted that he was interested in returning to Sodexo,
where he had interned years earlier. The recruitment team found him a new job on
the same day. The company attributed Twitter, and social media for tripling traffic to
its job site in 2009.


Using Twitter to Create Customers

The Coffee Groundz
The Challenge :
Effectively using social media to popularize a neighborhood
coffee shop and create a set of regular, loyal customers.

The Solution :
The Coffee Groundz created a presence on Twitter
(@CoffeeGroundz). It became the first business that used
Twitter for take-out orders. It also created “tweetups” and
used Twitter to post updates on upcoming events.

The Result :
The coffee shop is gaining customers and popularity. The “tweetups” bring in almost
200 people a month and many of these end up becoming regular customers.


Using Twitter for Customer Service
Comcast Corporation
The Challenge :
Effectively using social media to manage customer satisfaction
inspite of cutting support costs.

The Solution :
Comcast, which had previously struggled with customer
satisfaction, started providing customer support on Twitter
(@ComcastCares) as an alternative to having customers wait
in the phone queue. By using Twitter, the company could
show the customers that it actually tried and most times
succeeded in giving them a high level of service and support.

The Result :
American Customer Satisfaction Index reported that Comcast rose to a level of 9.3% in
satisfaction. The only change was the team of 10 Comcast support employees using
Twitter.


Using Twitter to Clear Out old Stock
Dell Inc.
The Challenge :
Clearing out the old stock of expensive-to-sell refurbished computers.

The Solution :
Dell created Twitter’s first retail store, (@DellOutlet). The
account tweeted messages to bargain hunters about
available computers and also offered discount coupons.

The Result :
In its first year, (@DellOutlet) did approximately $2 million of business. The cost and
time per sale were considerably reduced.


Using Twitter to connect with Target Audience
Levi Strauss & Co.
The Challenge :
Connecting with the young male target audience of Levi’s
to increase sales of Levi’s denims.
The Solution :
Levi’s hired a college graduate, Gareth Hornberger to
manage their Twitter feed. Gareth, (@Levisguy) provided
Levi’s fans an insider look at Levi’s the company. He
shared behind-the-scenes access at Levi’s events and
updates on new products. In addition, he engaged his
followers’ interests by spurring conversations about
topics that mattered to them.

The Result :
The Levi’s guy has 8053 followers on Twitter. Levi’s has successfully resonated with the
target audience and maintained their reputation of always being authentic and
accurately knowing the pulse of their audience.


Using Twitter for Damage Control

Ford Motor Company
The Challenge :
Controlling a major PR disaster that could have occurred as a result of a
misunderstanding about Ford fan sites and legal battles that accelerated on Twitter.

The Solution :
Scott Monty, the chief social media officer at Ford Motors
(@ScottMonty) asked people to give him a chance to
investigate, saying the information being spread was
incorrect. He reported the accurate details and garnered a
public apology from the fan site.

The Result :
When the dust settled, Ford's reputation appeared to be more enhanced than
damaged and fans seemed happy with the company for listening and responding.


Using Twitter to Speed up Awareness
Paramount Pictures
The Challenge :
Paramount’s Super 8 was challenged with a
modest budget in a summer full of huge
blockbusters. Their goal was to quickly
increase awareness and ramp-up box office
results for opening weekend.

The Solution :
Paramount used a single Tweet combined with a Promoted Trend to exclusively
announce early screenings a full day in advance of the premiere. After igniting the
conversation with early screenings, a second Promoted Trend ran on the day of the
film’s premiere to keep the buzz and excitement high.

The Result :
The Twitter exclusive sneak previews generated $1 million in box office receipts.
Receipts for the opening weekend surpassed expectations by 52 percent.


Using Twitter to Promote an Event
National Association of Software and Services
Companies (NASSCOM), India
The Challenge :
Promoting and maximizing participation for the
NASSCOM Product Conclave held in November 2011.
The Solution :
#nasscompc was made the official hashtag for the event.
Contests were held, comments and tweets mentioning the NPC
were tracked, live tweeting was done during the event, the
speakers were tagged and Twitter was used to share the
website updates.
The Result :
#nasscompc was trending in India. The live tweeting during the event led to discussions
on Twitter and other forums. The followers on Twitter increased by 118% compared to
the previous year


Using Twitter to Educate
The American Red Cross
The Challenge :
Inform and educate people about catastrophes
occurring around the globe.
The Solution :
The American Red Cross (@RedCross), tweets to educate
about what is affecting the lives of millions of people. The
official account uses Twitter to warn as well as interact with
people about situations that may require additional help.
Wherever, and whenever disaster occurs the Red Cross lends a
hand and also tweets about it.

The Result :
Since the Red Cross tweets about the disasters, it can enlist the help of followers who
may seek to help out. With 618,212 followers, the news and information spreads faster
and wider.


Using Twitter to Generate Buzz
and Build Traffic
MTV Network
The Challenge :
• Live up to the reputation of evolving with each new
generation of viewers and programming content that
is relevant to their expectations, wants, desires,
lifestyles.

• Connect effectively with the current target audience
that is highly social and values interactivity.

• After pioneering the use of Twitter at the Video Music
Awards (VMAs) in 2010 and ensuring that the ratings
soared due to network integrated social tactics that
drove engagement and buzz, take the phenomenon
of social TV to an all new level for the VMAs in 2011.


and Build Traffic
The Solution:
• MTV worked with Twitter’s content and programming
team to develop an interactive experience that allowed
viewers to engage with and actually influence the live
broadcast.

• The cable network hosted a custom mobile and online “Twitter Tracker” site and used
a Promoted Trend on Twitter with the hashtag #VMA to help amplify the conversation.
#VMA was also shown on-air, on MTV.com and on the “Twitter Tracker” to maintain a
consistent cadence and experience for the audience.

• Throughout the program, MTV encouraged viewers to tweet about VMA celebrities.
The Tweets influenced an online and on-air Buzz experience with pictures that grew
and shrank based on the volume of Twitter conversations about those celebrities.

• During breaks, MTV displayed the results inside the theater so stars could also tweet
about and engage with the live content.


and Build Traffic
The Result:
• The 2011 VMAs was the largest audience ever for any
telecast in MTV’s history. 12.4 million viewers tuned
in, an increase of 9% from the year before.

• Its interactive cross-platform strategy also led to the
most visits to its mobile site ever with 2.7 million
views in one day, an increase of 50% from the previous year. The incredible volume of over
10 million VMA Tweets contributed to the tune-in success.

• Beyonces’ live reveal of her baby bump set a new record of 8,868 Tweets per second.

• Of the millions of social mentions it captured for the event, only about 1% came from
Facebook while 98% came from Twitter.

• The Promoted Trend had a 16% engagement rate — it helped drive 27 times the average
mentions of MTV’s Twitter account and 3.37 million mentions of the hashtag #VMA. It also
helped drive 128,000 people to follow MTV’s Twitter account on the day of the event.


Using Twitter to connect with
Potential Clients

Neenah Paper
The Challenge :
• Increasing sales and growing in a high-end
market.
• Gaining customers in a small niche market of
graphic designers, printers, artists.
• Prospects that were turning sales people out.
• Prospects who were not responding to
traditional media channels like phone
conversations or meetings.


Potential Clients
The Solution:

• Most of Neenah Paper’s prospects were graphic
designers, artists, printing companies.
• These prospects spent most time in front of a
computer screen.
• Neenah Paper decided to engage them using the
internet and social media.
• Twitter was used as a platform to begin
conversations.
• This gave the sales team an access point to the
prospect and a permission to begin a conversation
which was not happening through traditional media.


Potential Clients
The Result:
• Neenah Paper today has 9079 followers on Twitter
• 10 sales people have been employed to monitor, participate
in and respond to Twitter conversations and source leads
• These leads are then followed and they result into new clients for the
company
• Customers and companies use Twitter as a platform to post testimonials
like positive response to a new calendar or thanking the customer service
team of Neenah Paper, etc...
• Neenah Paper also gets the opportunity to collaborate
with other companies
• The sales process has become more data driven,
accountable and feasible.


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