Dissertation Presentation

“Effectiveness of Twitter in Increasing the Brand

Awareness”

Presented By
Devesh Shukla
Mentor:
Mentor:
2A-17 Prof.
Prof. Praveen
Praveen kumar
kumar
PNR: 09020441122
Marketing -Finance
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 Pune
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• Data needed for this project is collected through primary research Research
Methodology
• Secondary research is done through different case studies on
different Brands using twitter
• To determine the participation of different brands on twitter SRO
• To analyze the feedback of the respondents to existing brands on
Twitter.
• To determine the effectiveness of Twitter in increasing the brand PRO
awareness.
Objective & Methodology
 Introduction

• It’s a micro blogging service, enabling its users to send and read messages
called tweets.

• Tweets are text-based posts of up to 140 characters displayed on the

user's profile page.

• Users may subscribe to other users' tweets—this is known as following

and subscribers are known as followers.

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 Symbiosis Institute Of Management Studies,
Source: http://www.penn-olson.com/2010/03/28/5-essential-social-media-infographics-for-marketers/
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 Some Twitter Facts

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Source: http://www.penn-olson.com/2010/03/28/5-essential-social-media-infographics-for-marketers/
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Twitter as an Advertisement Tool

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Twitter Integration

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Twitter Case Studies

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MTV Video Music Awards 2010

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 MTV Video Music Awards 2010

• First, there was the visualization for web users. This was a live Twitter
scoreboard for people watching the VMAs at home. They could tweet
directly from the app, and they did—194,000 times.

• Second, there was a stripped-down version of the viz designed for the
VMA white carpet, where it was narrated by Gabi Gregg, MTV’s first
Twitter Jockey.

• Third, there was a wide-screen version that was integrated into the main
show, lighting up a 95-foot-wide screen three times over the course of the
broadcast.

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 MTV Video Music Awards 2010

• Over 11 million viewers, making them the highest-rated since 2002

• 2.3 million posted during the East and West Coast broadcasts.
• The size of the raw audience.
• The scale of the live conversation.
• MTV has cemented
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its position
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as the leader in live Twitter integration on TV
National Broadcasting Company- Winter
Olympics 2010

Stamen Design built a platform called Eddy to connect to the Streaming API
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 National Broadcasting Company- Winter
Olympics 2010
• Filter tweets by keywords : olympics, curling, Apolo Ohno etc.

• Identify certain accounts that they wanted to prioritize: Olympic athletes and other
celebrities, for instance

• The platform pulled in 50 million tweets over the course of the Winter Olympics

• second filtering pass knocked that initial grab down to around 2 million.

• Swarm ultimately filtered the 2 million down to around 170,000 for display in this
zoomed-in view.

• This made a huge TRP success for NBC in winter Olympics 2010 coverage

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 OxygenLive- Bad Girls Club Show

• Over two million viewers per episode

• In the beginning of its fourth season, the network piloted a program called
OxygenLive a “social viewing party” with talent from the show, pulling
comments and conversation from Twitter
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 OxygenLive- Bad Girls Club Show

• Oxygen kicked off the conversation 30 minutes before the show started.

• During the East Coast airing, where they piloted the OxygenLive party,
ratings for adults 18-49 were up 92% from the previous season. (109% for
females 18-49.)
 
• During the West Coast airing, where they did not initially pilot
OxygenLive, ratings were up only 14%. (And only 9% for females 18-49.)

• During the West Coast airing, with OxygenLive now running, ratings for
adults 18-49 rose to 56% above the previous season. (For females 18-49,
they reached 57%.)

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OxygenLive- Bad Girls Club Show

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 Starbucks Coffee

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 Starbucks Coffee

• Over 120,000 followers on Twitter

• What’s your Starbucks idea campaign?

• When some people voiced that coffee was tastier in ceramic mugs than in
paper or foam ones, the idea of people getting their own mugs became
popular.

• Starbucks went a step further and offered a discount to those who brought
their own mugs.

• Starbucks recently came up with new size of can starbucks trenta. They tweeted
about the new product to be launched and made it promoted at twitter. This
immediately went viral and had more than 2 million of retweets.

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Southwest Airlines

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 Southwest Airlines

• More than 10,000,00 followers

• Dedicated corporate communications team for twitter

• Careful attention to how their customers interact with and respond to them
online

• Inform their customers of flight delays or weather issues

• Route potential customer service inquiries to appropriate internal team

members so they can assist

• Listening, engaging, and embracing communication with your customers is a key

to building long-term brand awareness, loyalty, and even a bit of fun

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 Tastidlite

Three “M” approach

• Monitor- “Using search to listen to what Twitter users were saying about tasti, its products,
and its competitors”

• Mingle- “Jump into the conversation and mingle with customers who were already talking
about tasti and their New York dessert needs, using DM or @replies”.

• Measure – “Create specific codes for each coupon that are entered into the point of sale cash
registers at tasti locations to enable the tracking of coupon conversions and the resulting sales”

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Primary Market Research
findings

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In what country is your organization based?

1% 1% 1% 1% 1%

Australia Canada

30% France Geneva

52% Germany India

Japan Kazakhstan

Netherlands UK
2%
1% USA
9%
1%

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How would you describe the extent of your
organization's involvement on Twitter?

3%
12%

We are not involved

on Twitter
We have only
experimented some
Somewhat involved
54%
31% Heavily involved

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Your organization's Twitter account is managed
by...

2%
6% 2%
4% 1%
A Cross-functional Team
A student or intern
Business Analyst,
39% Marketing
Management
Our Marketing Team
Our PR & Communications
Team
We don't do any social
media.
46%

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How centralized is the management your
organization's social media efforts?

5%

15%
Completely centralized
(marketing for all
products/properties is run
by a central authority)

8% We manage some centrally,

but
properties/brands/products
also manage some things
independently.

72% Our
properties/brands/products
manage their own social
media efforts.

Other

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Do you maintain official profiles for your
organization or products on Twitter?

8%

Ye
s
No

92%

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How much does your organization spend on
Twitter per year?

1%
9%
22%
15% US$ 0
Less than US$ 5,000
US$ 5,001 - US$ 10,000
US$ 10,001 - US$ 25,000
7% US$ 25,001 - US$ 50,000
US$ 50,001 - US$ 100,000
More than US$ 100,000

46%

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Has the amount of money your organization
spends on Twitter changed in the last year?

7%

37%
Decreased
Increased
No Change

56%

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Will the amount of money your organization
spends on Twitter change in the next year?

13%

34%
I don't know
It will decrease
It will Increase
It will stay the same

49% 4%

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What is the primary purpose for your
organization's presence on Twitter?

4% 5% 4%
8%
Improving sales / lead generation
3% For HR & Recruitment
Improving customer service
Raising brand awareness & reputation
PR / Reputation Management
12% Improving website traffic
Gathering consumer insights / feedback
Publicizing new content or products
Gathering competitor Intelligence
64% Other

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 Twitter is good for...

6% 4%

12%
Improving sales / lead generation
1% For HR & Recruitment
5% Improving customer service
Raising brand awareness & reputation
PR / Reputation Management
Improving website traffic
Gathering consumer insights / feedback
53% Publicizing new content or products
19% Gathering competitor Intelligence
all of the above

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How do you judge the effectiveness of your
Twitter efforts?
1%
8% 12%

Number of followers
Sales / lead generation
Website traffic from Twitter
Level of engagement
Number of brand/product mentions
Other
42% 37%

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Which channels are least effective at achieving
your goals?

2%
4% 4%

13% Twitter
Facebook
LinkedIn
Youtube
51% Blog
Other
26%

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 Chi Square Analysis

• H0: There is no significant difference in involvement levels of organizations

on twitter between India and USA at 95% confidence level

• Pearson Chi-Square = 8.661, DF = 3, P-Value = 0.034

• Likelihood Ratio Chi-Square = 8.943, DF = 3, P-Value = 0.030

• From the chi square test, we get p value=.034<.05(significance level).

Hence we reject H0. Hence there is a significant difference in the pattern
of involvement of organizations on twitter between India and USA.

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 Chi Square Analysis

• H0: There is no significant difference in the way twitter accounts are

managed centrally between India and USA at 95% confidence level

• Pearson Chi-Square = 4.181, DF = 2, P-Value = 0.124

• Likelihood Ratio Chi-Square = 4.574, DF = 2, P-Value = 0.102

• From the test, p value=0.124>0.05(significance level). Hence we cannot

reject H0. Hence there is no significant difference in the way twitter
accounts are managed centrally between India and USA

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 Chi Square Analysis

• H0: There is no significant difference in effectiveness of twitter in

increasing brand awareness of between India and USA at 95% confidence
level
• Pearson Chi-Square = 7.059, DF = 2, P-Value = 0.043

• Likelihood Ratio Chi-Square = 7.085, DF = 2, P-Value = 0.040

• From the chi square test, we get p- value=0.043<.05(significance level).

Hence we reject H0. Hence there is a significant difference in effectiveness
of twitter in increasing brand awareness of between India and USA
organizations.

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 Conclusion

• Most of the companies have started exploring this unique new way medium to
interact with users.

• The spending has increased significantly by the introduction of twitter

advertisements.

• Most of the companies agree that they use twitter for increasing the brand
awareness and PR.

• Our Chi square test done also shows significant level of increase in brand
awareness of the products using twitter in an effective manner.

• MTV and other case studies proves the point that if we use twitter in a proper way
to interact with customers, it helps in increasing the brand awareness.

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 Recommendation

• Define your goal

• Identify your target audience

• Listen to them to ascertain what they might want to learn from you.

• Tweet content that offers some value to them whether it is educational or entertaining.

• Don't follow everyone on the planet to gain big numbers

• Just follow the people in your niche.

• Then read their Tweets and respond and Retweet when appropriate.

• Set up RSS feeds on brands and related topics so that you can respond to people you aren't following and
build new connections.

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Thank You

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Symbiosis Institute Of Management Studies,
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