Twitter

Twitter is what’s happening in the world and what people are talking about right now. From breaking news and entertainment to sports, politics, and everyday interests, see every side of the story. Join the open conversation. Watch live streaming events.

Engaging customers in the right moment

Social media is increasingly becoming the channel of choice for consumers to engage with brands. Twitter Australia’s Suzy Nicoletti shares how it's playing a role throughout the customer journey

Fostering communities and dialogue via social, identifying key touchpoints across an end-to-end customer lifecycle, and upping the ante on value-based content and tools, are just some of the ways marketers are striving to better engage with customers in the right moment.

These activities, as well as the role data, context and operational agility play in meeting modern consumer expectations, were discussed at a recent roundtable held by CMO and sponsored by Twitter, entitled ‘Finding the right customer moments’.

Marketers attending were united in their belief that successful customer engagement requires targeted, personalised programs based on behavioural and contextual insights. Thanks to digital and social channels, the data and mechanisms are available to do this, and many marketers are investing in and experimenting with new forms of customer interaction as a result.

Yet legacy technologies, siloed operational structures, risk aversion and data analytics immaturity must be overcome if an organisation is to achieve the real-time responsiveness customers are demanding. Many marketing functions are also still coming to terms with what customer engagement across the lifecycle means, and how to best utilise content and social channels to make that happen.

Following the roundtable conversation, Twitter’s head of online sales, Suzy Nicoletti, talks about how social can play a role not only in acquiring customers at the right moment, but also make customer engagement across the lifecycle possible.

Pictorial highlights from the recent roundtable entitled ‘Finding the right customer moments’, sponsored by Twitter, are now online.

How do you define social’s role in the customer engagement lifecycle – is social a marketing, engagement or customer service channel, or all three?

As with any brand activity, it depends on what objectives you are trying to achieve, but many brands are using social for all three. Twitter is perhaps the purest engagement platform out there to have meaningful one-to-one conversations with both existing and potential customers. And in Australia we are seeing more brands adopt Twitter as a primary customer service channel due to its speed and transparency.

This is very much in line with how we have been seeing brands derive success from our platform in other markets.

At which stage of the customer journey is Twitter having the most impact?

We have multiple Australian case studies that show brands finding success with Twitter all along the customer journey, along with international brand examples.

During the research phase, they share content that educates and builds awareness. During the consideration phase, it’s all about differentiating the product and sharing promotional deals. And post-purchase, we see brands sharing positive reviews and Tweets, providing crucial third-party recommendations to other potential customers.

How have brands tapped into Twitter to optimise a marketing activity, or drive customer engagement to new heights?

Australian employment site, Seek.com, asked job seekers to submit 140-character CVs via Twitter. Each submission was matched directly to an open, relevant job listed on Seek.com. The campaign resulted in 64 million impressions, 12,600 engagements on Twitter, and a very high engagement rate.

Bookworld wanted to remind Australians about the benefits of buying books from local retailers. It wanted to promote its Book Stop and Pop Up campaigns via promoted trends, tweets, and accounts. The result was 33,000 engagements, 145,000 video views, and a massive 59 per cent increase in sales, year-on-year.

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

How can organisations debias their decisions?

​People whose personal details and experiences signal they come from racially diverse backgrounds are less likely than anglo or Caucasian candidates to make it through the first cut in recruitment processes. Even if the organisation says it values diversity.

Dr Karen Morley

Author, commentator

​ Coronavirus is rapidly changing customer behaviour: Is your marketing team adapting quickly enough?

The impact of coronavirus is far reaching with the true impact on the economy and businesses is unknown. While there are a few categories and brands experiencing growth, for the most part the crisis is wreaking havoc for large and small operators across many sectors including entertainment, tourism, retail, fitness, services and the list goes on.

Teresa Sperti

Founder, Arktic Fox

Why COVID-19 makes it more important than ever to move at the speed of the consumer

There is no doubt the challenges we are facing as businesses, advertisers and audiences with COVID-19 are all unprecedented. But with this comes an opportunity to take stock and re-evaluate current strategies, plans and processes to drive efficiencies and relevance in today's market.

Emma Macey

General manager, SuperNova Media

Great article. Well said!Https://www.virtualtradesho...Virtual conference

Curtis Okeefe

Can virtual events fill the digital conference gap?

Read more

Why these voice assistants are so popular nowadays? Maybe I should get one too? I am really curious.

Jill Kim

Aussie brands jump on voice-interaction bandwagon following Amazon Alexa's local launch

Read more

We encourage you to share your thoughts on your favorite social platform. Digital Marketing Consultant HyderabadDigital Marketing Analyst...

Chaitanya Nandigam

CMO interview: Charting a new customer course at a NFP fintech

Read more

Extremely insightful and well written. Thanks for the great article!

Nicole Brodie Nahum

Why COVID-19 makes it more important than ever to move at the speed of the consumer

Read more

Blockchain is one of the fastest growing technology in today's digital era. Industries like banking and finance are already using blockch...

Aniket Singh

Can blockchain deliver on its big advertising promises?

Read more

Latest Podcast

More podcasts

Sign in