The Dx3 2016 Conference Correspondent Whitepaper Presented by Sysomos summarizes some of the top speakers from Dx3 who inspired attendees to take action in their digital strategies.
There are all sorts of things brands can do with Twitter data. Harnessed properly, it can be used to make smarter, more impactful decisions with marketing campaigns. There are millions of tweets made around the world daily, which offer innumerable insights. “There will be more words written on Twitter in the next two years than all the words in all the books in the world,” said Gareth Smith, Head of Account Management at Twitter Canada. He was joined at Dx3 2016 by his colleagues Michelle Slater, Head of Marketing, and Jamie Michaels, Head of Brand Strategy, to share some examples of how Twitter data can be brought to life in meaningful ways.
Personalizing Content: Names are an easy data point to leverage, and Coca-Cola did so successfully for its #sharecoke campaign. Twitter worked with third-party developer Netbase to determine most popular names on the platform, and helped Coke build a tailored audience of the 450 most popular names in North America. Coke then sent out personalized, targeted tweets to people with those names, featuring a pic of a Coke bottle with the appropriate name on it.
Strategic Decision Making: When McDonald’s was trying to make a decision around what to do about an all-day breakfast menu option, it used Twitter data to determine demand. What they found was 50% of all McDonald’s breakfast conversations happened during non-breakfast times. That data dove the brand’s decision to go ahead and launch an all-day breakfast offering.
Galvanizing Retail Experiences: London-based fashion retailer Top Shop monitored all Twitter conversations around trends during London Fashion Week, and discovered that they included many mentions of its products. By aggregating that data, the retailer was able to spur conversation. It used the info it had gathered about its products to inform signage in the vicinity of its retail locations and Fashion Week events, which it then transitioned to its home page to drive sales. It also brought the conversations to life in its in-store displays to reflect the trends that were appearing during the week-long event.
“It was a really great example of a retailer listening and making what they heard come to life in-store,” said Smith.
Changing Conversations: Dove used Twitter data to affect conversations for its #speakbeautiful campaign, changing negative conversations around beauty during the Academy Awards in meaningful ways. For all the negative tweets appearing, Dove ambassadors would send out positive messages to help change the conversation for the better, drowning out negative words with positive ones, and using data visualizations to keep tabs on their progress in real-time.
Public Service and Problem Solving: In Panama City, one of the city’s most popular news shows and agency P4 Ogilvy & Mather created “Tweeting Potholes” to combat the city’s rampant pothole problem. They embedded small, puck-like devices in potholes on some of the city’s busiest streets and, when driven over, they would send tweets requesting to be fixed to the Department of Public Works.
Public Safety: Twitter data can have a significant impact by predicting future patterns. Jakarta, Indonesia, is a city that suffers from widespread flooding during the monsoon season. Because of its topography, the flooding poses a serious problem for 28 million people living in the Greater Jakarta area. By leveraging Twitter’s real-time information network, applied research project PetaJakarta.org uses Twitter data to help improve their lives by uncovering which areas are most likely to be hit by flooding before they’re hit.