Sunday, January 10, 2010

Twitter Case Studies: Example of Brands Usage

As 2009 was the year when companies started to use Twitter, trying to define the different usage and benefits they could get from it, some companies have already succeeded in getting some audience and results from Twitter. As a communication medium, working both ways, it is therefore a great way to improve a customer relationship strategy.

  • Subway: Subway’s Twitter presence, @subwayfreshbuzz, attracted more than 6,000 followers in less than six months. The sandwich shop franchise uses Twitter to interact with Subway fans two ways: sending out product and promotional news and monitoring Twitter for buzz about its brand.
  • McDonald’s: McDonald’s operates two main Twitter handles. @McDonalds, which has more than 4,700 followers, is used for brand news and information as well as customer service. (Internal research shows that the company is mentioned every 10 to 20 seconds on Twitter.) @McCafeYourDay promotes the company’s line of specialty coffees.
  • 7-Eleven: Convenience-store giant 7-Eleven launched its first Twitter campaign at @7eleven in September, when it created an online game to promote its Brazilian Bold coffee to 18- to 34-year-olds. A few weeks in, the game has scored about 100 followers and counting, but it has also generated a wave of buzz online and will be followed by more promotions.
  • H&R Block: H&R Block uses @HRBlock, launched in November 2007, as a customer-care and question-and-answer tool more than a marketing vehicle. Although the company posts info about tax law changes or company news, it more frequently answers tax questions, solves log-in issues and helps connect its more than 3,600 followers with the expertise they need to get their taxes filed.
  • Dunkin’ Donuts: In a little more than a year, @DunkinDonuts scored more than 38,000 followers by creating a place where people can share their Dunkin’ Donuts experiences. The company focuses on creating a place where people can talk about how much they love Dunkin’ Donuts products.
Of course, I have also talked about Starbucks, which in overal makes a great use of social media. By these different example you can draw three main uses for Twitter:
  • Customer service: providing information about how to use products, or what to do in case you have a problem.
  • Coupons/discounts advertising: Sending coupons online thanks to Twitter to your community
  • Information/branding: Providing information about you and your mission statement, but also providing information that defines your positionning.