2010 has seen a mini revival in the fortunes of the advertising industry with investment in inventory increasing. JC Decaux have recently invested around £25m in rail since the takeover of Titan and this investment is set to continue in 2011 in and around site venues to include sites above and beyond those ear-marked for official Sponsors.
No doubt the contractors are aware of the desire of unofficial sponsors to maximise exposure in an attempt to hijack a presence and association with the Olympc games, much the way Pepsi did at the World Cup. So beyond the official sponsor packages, the outdoor contractors are no doubt crossing their fingers that the revenue hits their expectations!
There are hundreds of blogs about Twitter, stories of clients ‘not getting it’, questions about who should do it and of course the real question is ‘what is the value of it’.
For us, it’s a branding tool. It establishes a tone of voice and allows clients, partners and potential clients to get a feel for who we are. In essence, build brand equity. And it works. We have picked up a few referrals, entered into dialogue with potential clients and won the odd prize!
So, Why do people follow brands on twitter? The reasons obviously vary and the difference between a B2B and B2C can be distinct but here are our thoughts based on our experience, knowledge and a little bit of research. There is clear overlap with some areas and in truth they all feed one another offering a cyclical benefit to the tweet!
Updates – 38% of followers of one of our clients wanted to keep upto date with product development, news and changes in the business, so keep it up to date and ensure your first release of information is via social media.
Interest – Intrigue is a powerful emotion and one of the reasons the internet is quite as powerful as it is. Keep people interested, feed information and try to make it unique
Educate and Inform – This is more prominent for B2B tweets and followers and like us, people build ‘friends’ based on a desire to learn and keep abreast of affairs. We are currently following 226 people but this is just a smidge of the marketing tweets out there yet enough to keep us abreast of anything we might have missed
Entertain – There’s not a lot of point in tweeting if it isn’t fun, engaging, friendly or interactive. 78% of people on Twitter ‘want to be entertained’
Engage – It’s important for brands to interact with customers, build relationships and in turn build loyalty and increased brand equity
Benefit – Offering rewards and vouchers are a great way of creating followers and loyalty, keeps people engaged and ensures referral
Display loyalty – These people are key influencers, they will refer, engage and promote your brand. They love you so you better love them back