Planning for the moment on Twitter
Brian Lavery (@lavbri), partnerships manager at Twitter, works to help small and medium sized companies in the UK, and across Europe, use Twitter to grow their business. Here he discusses how businesses can plan their content in advance
At Twiter, we talk proudly about running a real-time communications platform. But what does that mean, and what does it mean for businesses?
What it means is that news breaks, and life unfolds, on Twitter. When you read new tweets, you’re in touch with what’s happening in the world at that exact moment.
Around the world, people turn to Twitter for moments that matter to them.
For marketers, that presents an incredible opportunity − which can also be daunting. Real-time marketing gets easier if you think about three different types of moments, which all come to life on Twitter.
People are on Twitter 365 days per year. They tweet first thing in the morning, at lunch, on their commutes, and home again while watching TV on the sofa. What might seem like random chatter is full of valuable signals for businesses.
Businesses like Bovey Castle, a luxury hotel in Devon, tap into daily conversations about the weather by inviting guests in for some cozy shelter from the rain. By using keyword targeting in a Twitter Ads campaign, they could also present this tweet to Twitter users who are tweeting about the rain, right at that moment.
National and global events like sports tournaments and awards shows generate huge spikes of activity on Twitter, and plenty of opportunities for businesses to engage with relevant audiences.
Remember Ellen DeGeneres’ world-famous selfie at the Oscars, which was retweeted more than 1 million times in 45 minutes, and is now nearly at 3.5 million retweets?
Creative small businesses like @JustEatIE piggybacked on that moment − by planning ahead so they were ready to join the conversation.
People use Twitter to rally around what matters to them. This can be local (the opening of a new community attraction), industry-specific (a conference, product launch, or piece of business news), or cultural (popular TV shows provide plenty of opportunities).
Trade fairs like the annual Consumer Electronics Show in Las Vegas present a great opportunity to be visible to users who are interested in the event, especially by using the event’s hashtag. Businesses like iGrow Laser UK, a hair replacement therapy system, got good reviews at CES, and made sure to let its followers know about it.
But you don’t have to be at the event itself, if something’s happening there that’s relevant to your target audience on Twitter. REALTOR Magazine, for example, pointed out a new technology that estate agents might find useful.
Business that succeed on Twitter manage to ‘own’ these types of moments.
To help out, we’ve created an ‘Own the Moment’ planner, which is essentially a calendar of ideas for how you can structure your Twitter activity.
Plus, don’t forget that you can prepare your tweets and other marketing content ahead of time. You can’t predict everything − but we all know that, for example, only one of two teams will win each match in the World Cup, and star players will make key plays.
And many moments are truly predictable, like when the hotly-anticipated final episode of a TV series will go on air. You can make your life easy with tools like TweetDeck, that allow you to schedule your Tweets in advance.
If you have your content in the hopper for all the things you can expect, that leaves time and energy to respond to the unexpected.
Articles are written by independent journalists and do not necessarily reflect the opinion of O2.