Six tips to get you started on building a community of influential and engaged followers.
Twitter recently surpassed 200 million registered users who now post more than 110 million tweets per day. It's a global communication phenomenon that not only reports the news but reflects the feelings and fascinations of an expanding global community. Whether its world events, sports, pop culture, or technology trends, Twitter is there to capture the blow-by-blow feelings and sentiment of its users.
Twitter is also increasingly a critical communication channel for brands to win customers, drive sales, find/solve problems, and manage customer service. In fact, hundreds of brands across every vertical market industry - including automotive, travel, sports, entertainment, finance, technology, food and beverage, and retail - are now actively building a Twitter strategy and integrating this powerful communication channel into the marketing mix.
However, establishing and building an effective presence on Twitter takes more than signing on and posting a tweet. It requires work, just like any other channel, to build a community of influential and engaged followers. So how do you get started?
Twitter is a growing, vibrant, and influential channel, but leveraging this microblogging platform to win customers, find/solve problems, and drive sales requires work. To be successful, marketers need to galvanize their internal teams, build a compelling strategy aligned to corporate goals and customer needs, stay current on industry best practices, and maintain and grow their followers by building an engaging dialog that offers value to followers.
Finally, be mindful of corporate policies and be sure to set benchmarks and measure your efforts. By doing so, you'll go a long way towards optimizing your efforts and making this burgeoning channel a critical component of your marketing mix for years to come.
Michael Della Penna is an digital marketing veteran, entrepreneur, and visionary currently serving as CEO of Invisible Media, a next-generation mobile data, decisioning, and marketing automation platform. Prior to joining Invisible Media, Michael was the senior vice president of emerging channels at Responsys. His responsibilities included spearheading the overall strategic direction, M&A efforts (including the acquisition of PushIO), partnerships, and solution offering across key digital channels including social, mobile, and display. Before joining Responsys, Michael founded Conversa Marketing, a full-service email and social CRM agency that helped brands ignite conversations and cultivate relationships with customers across the social Web. Conversa Marketing, was acquired by StrongView in 2010. Before branching out on his own, Michael served as CMO for Epsilon. At Epsilon, Michael helped grow and transform the company from a database provider to a multi-channel marketing services powerhouse in just three years. Michael's other key leadership roles include CMO at Bigfoot Interactive, vice president of strategic development at CNET Networks, Inc., and vice president of marketing at ZDNet. Michael has been named to BtoB Magazine's 100 Most Influential People in Business-to-Business Marketing five times and received a BBA and an MBA from Hofstra University.
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