viernes, 14 de octubre de 2016

3 Examples to Easily Engage your Audience in Twitter

Companies and brands are currently learning new things every day about the digital world. Sometimes is worth looking at others to see how they're performing so that we can get inspired and think of a new idea for our strategy or action plan. And this is what this post is about, an example of how a major company like Waterstones is doing at Social Media, so that we can get some inspiration.

I've written in the past about another English cult brand I love, @innocent, as a best practice for a digital strategy. And this time I write about another one of my favourite brands, Waterstones, the UK's number 1 bookseller.

The three examples are based on the same action, changing the corporate visual design, but for three diferent reasons:

1. Changing the corporate image for the promotion of a new product (in this case, a new book).
As a part of the launch strategy and with the aim of increasing the audience expectation, Waterstones changed the Twitter header and redesigned a new logo according to the colours of a new book that was about to be published. Specifically, they wanted to promote the book "Go set a watchman", by Harper Lee, and they also included in the creativity the other book of this author, "To kill a mockingbird" (a Pulitzer Prize-winning novel published in 1960 that has become a classic of the modern American Literature). This way they were promotioning two books from the same author, the new one and the old one (which had previously been very successful). This is getting a bit funny at this point, because as I'm writting the post I realize they actually wanted to kill two birds with one stone, and not only the mockingbird (it was my dad joke time, sorry for that).


2. Changing the corporate image to give visibility to your SCR (worldwide reach).
Tell your current and future customers about your Social Corporate Responsability. Which social causes are important to your company? Let your customers know about this through social media. Because they want to and they need to. They want to know what's your story about, your social values as a company, and not only your product features and benefits. If they know about the company, about the values, they can get involved and engaged with you. And engagement in Social Media is a stage your company needs to achieve when your final objective is to sell your products.



In this case, Waterstones is showing not only its implication with the refugees crisis but also its contribution. This is, "you, follower, you have to know that I do not only care about this but I also contribute my grain of sand. Would you like to join me?".

3. Again, changing the corporate image to give visibility to your social values (local reach).
Ahead of UK's National Blood Week in June last year, the NHS Blood and Transplant persuaded several high profile brands to remove the letters from their name. Odeon, for instance, dimmed the Os at its flagship cinema in Leicester Square and Green&Blacks Organic removed the As, Os and Bs from the Blood Orange chocolate bar. And Waterstones' Trafalgar Square shop lost its A and O (also Waterstones on Twitter lost the same letters in the account name and logo).

The Daily Mirror was also supporting the campaign. The missing letters were part of the NHS' new campaign "Missing Type", which was created by Engine. This was a very original campaign highlighting that if not enough new people donate these blood types in the next few years, there won't be enough blood available to help patients when they most need it.



There are two little differences between this one and the previous one:
  1. The geographical scope of the social value for the company. This is, as a company, I'm corncerned about the things that happen in the world that I live, but I also care about the society in the country I live. At the end of it, it is also an indicator of something that you care about in the world: people, human being. But this time the company gets involved with an action that is being carried out in its country and they want to participate in it. So this is a nearest concern, more related to the UK people.
  2. The combination and coordination of off-line and on-line actions, as they were not only using Social Media (changing the Twitter header and logo) but also conducting some actions at the store.
In all cases, the main objective is to give some dynamism to our Twitter account, so that our followers can realize something new is happening and we can encourage them to visit our profile and have a look at our recent timeline or simply make them aware of what we are now tweeting about.

By the way, I started saving these images as screenshots in October 2015. If you have a quick look again at the first one on top, you'll see how Waterstones had 122.000 users by that time. And Waterstones is currently followed in Twitter by 144.000 users, so they gained 22.000 new users in one year. Just as a benchmark to compare with others or even with ourselves and to decide whether it is a Twitter account worth following for you or not :)

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My previous [ENG] post: 10 Essential Marketing Keywords for your Speech/Report

Related post: [ESP]: Ejecutando una Estrategia de Marketing Digital - The @innocent way, ¿jugamos?

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