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As in real life, it’s impossible to engage 1-to-1 on Twitter without showing some personality. Before your brand even begins to consider converting their followers into advocates, you have to forge fledgling relationships and create a community to embed brand builders into. But first, get your personality on track with these simple steps.
Citation preview
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Finding your brand’s Twitter personality
Part 2 of “The 3rd Age of Social” eBook GET THE FULL EBOOK
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As in real life, you need to show a bit of personality to truly engage with people.
Q: There are countless brands online today, why will people want to talk to you?
The right personality for your brand will depend on how you need to come across to customers and what sort of community you want to create, nurture and interact
with.
Strategy Character Tone People Inspiration
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VS
Start with Strategy
Your Twitter personality must be rooted in your Social Media strategy. And this should be informed by and aligned with your wider marketing strategies.
Case in point
Take a look at the examples on the right à O2’s recent #bemoredog campaign was wacky and very shareable. The quirky tone fitted the advertising they are using on other channels – they’ve aligned it nicely.
Social Billboards
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Decide on your Characteristics
O2 and other companies can adopt the fun and quirky approach because they have decided to target customers who behave in a similar way online.
Some companies have perfected banter…
...while others are great at serious info-content!
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Perfect your Tone
Your brand characteristics will be important for the tone, but you should also have different tones for different purposes.
JetBlue Airways have structured their handles well:
They keep their main Twitter handle fun and colloquial, and
direct customers with complaints or problems to their
website.
Separately, they have a Deals handle for special offers so followers don’t feel they are being spammed by the main
account.
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Bring out your People
Let the people behind your brand add their personalities.
Once again, people buy (into) people.
Buffer lists the team’s handles in
its bio
Several companies allow
their staff to play a part in
humanising their brand!
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Take some Inspiration from brands that are getting it right
Sainsbury’s get their tone right in
response to a complaint
Taco Bell reply with “balls” to a jibe from Men’s Humor
Charmin on the edge: toilet-related
tweets are risky (remember Andrex’
“Scrunch or Fold” campaign?)
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Contact us
www.peerindex.com | @peerindex | +44 (0) 333 577 7337
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