Corporate Eye

5 Examples of How Twitter Affects Brand Building

twitter marketingThe effect that Twitter can have on a brand in terms of building brand awareness, brand recognition, brand loyalty, and brand advocacy through word-of-mouth marketing cannot be disputed. There are countless examples of brands generating massive tangible and intangible success through increased sales and brand value thanks to time and efforts invested into Twitter marketing, listening, content, and conversations.

Brands that do all four of the key activities that make Twitter an essential marketing tool — marketing (i.e., promotions), listening (i.e., researching), content (i.e., publishing), and conversations (i.e., relationship-building) are reaping the rewards. Wishpond shared the quantifiable results of five specific promotions launched by five brands on Twitter, and the results are inspiring. You can check out the complete infographic below, but first, here are some highlights:

  • LG launched a treasure hunt promotion through a Promoted Trend on Twitter and got 20 million impressions overall and 5,000 tweets per hour from it.
  • Virgin America used both Promoted Trends and Promoted Tweets to announce a cause marketing promotion which offered low fares and gave back to Stand Up To Cancer. The promotion gave Virgin America one of its top five sales days in its history, a 25% increase in sign-ups, and $50,000 in charitable donations.
  • Cadbury used a Promoted Trend to increase positive mentions for a specific product which generated a 25% engagement rate and a 1,800% increase in positive mentions of the brand.
  • Cirque du Soleil used Twitter’s Promoted Accounts in an attempt to increase followers to its Twitter account and ended up getting 360 new followers per day directly from the Promoted Accounts as well as 340 new organic followers per day.
  • Porsche used a Promoted Trend and Promoted Tweets campaign to launch a new product in the United States. Porsche experienced an 87% increase in engagement rate, a 594% increase in follows, and a 300% increase in positive brand sentiment.

Click the image to view the full-size infographic at the source.

twitter marketing infographic

(Source: Wishpond)

Twitter marketing efforts that focus on increasing positive brand sentiment, engagement, awareness, and recognition can deliver quantifiable results as the five brands in the infographic above have proven. Next time an executive argues against giving your marketing team the budget dollars needed to develop Twitter campaigns to positively promote your brand, show them this infographic. It’s just one more piece of evidence that could help you get the money you need to drive brand equity and sales through Twitter.

Image: Bernard Goldbach

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Susan Gunelius is the author of 10 marketing, social media, branding, copywriting, and technology books, and she is President & CEO of KeySplash Creative, Inc., a marketing communications company. She also owns Women on Business, an award-wining blog for business women. She is a featured columnist for Entrepreneur.com and Forbes.com, and her marketing-related articles have appeared on websites such as MSNBC.com, BusinessWeek.com, TodayShow.com, and more. She has over 20 years of experience in the marketing field having spent the first decade of her career directing marketing programs for some of the largest companies in the world, including divisions of AT&T and HSBC. Today, her clients include large and small companies around the world and household brands like Citigroup, Cox Communications, Intuit, and more. Susan is frequently interviewed about marketing and branding by television, radio, print, and online media organizations, and she speaks about these topics at events around the world. You can connect with her on Twitter, Facebook, LinkedIn, or Google+.
 
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