In my previous article, we saw that brands put everything to impress the generation of Millennials. We will see now how brands operate on the Twitter social network.
If the Internet had a profound impact on the practices and marketing policies, online social networks inaugurate relationship mode between the consumer and the brand which is very different from conventional websites. Social networks represent a new environment for brands.
Twitter: an information thread
But what is Twitter ? According to Mashable, “It’s a platform wherein users share their thoughts, news, information and jokes in 140 characters of text or less.”
Twitter facilitates all kinds of interactions between the individual and the brand (image sharing, chat, video sharing …). According to DMR, “It’s a social network that sees 100 million users login daily “.
3 very effective brands on Twitter
Starbucks: the first coffee chain in the world
Starbucks had definitely understood the importance of engaging on Twitter! The purpose of the presence of the brand on Twitter is the relay of information and the creation of customer proximity. In fact, they do a fantastic job of showcasing their followers by retweeting them and interacting with them. In addition, they implement their coffees to tempt consumers through numerous pictures. For instance, the brand’s cover photo shows three coffees that look very appetizing. Every tweet of the brand has got a hashtag and they effectively use many different types of media also. Whether it’s a photo collage with a witty headline, a video or even a gif, they are doing it often and doing it right. It is thanks to its effective communication that the brand has many followers on the Twitter social network.
If you want to follow this brand on Twitter click here.
Apple support: the Apple’s after-sales service
Apple has created a Twitter account which is only dedicated to its after-sales service. In this way, users can ask questions, learn things, and get regular information about the brand, products, updates… In my opinion, it is a revolution to have a simpler alternative to long waits on the phone or going in the Apple Store to solve a problem on an Apple product.
If you want to access to the Apple’s after-sales service on Twitter click here.
Michel et Augustin : the editorial board’s firm favourite
The company has adopted a position close to its customers, thus meeting the greediest directly on Twitter. The brand creates a world of its own and in which the customer is recognized. Indeed, it uses a specific vocabulary by giving a different name to all the terms of the corporate world (eg: the name of the company headquarters is called “the banana farm”, the staff is “la tribu” (in French)…) In addition, the brand uses graphic codes close to the target with the use of infantine comics or the publication of pictures of some customers who participate in kitchen workshop organized by the brand. This reinforces the idea of proximity to the consumer. Finally, the brand regularly reminds its identity because the tone is always the same (humorous tone).
The friendly atmosphere of the brand on Twitter and the complicity created with the customer made this brand one of my favorites to follow on social networks. Employees of Michel and Augustin even sign their tweets of their own name !
If you want to follow this brand on Twitter click here for the French Twitter account and here for the US Twitter account.
Brands can also be led to create a blog to increase their visibility. A blog can help drive traffic to the company website. I have concocted three examples of quite different brands of blogs but all relevant.
3 interesting brand blogs
« My Starbucks idea »
The brand starts a conversation with its consumers through its website, giving them the opportunity to express their needs and desires. Starbucks gives the opportunity to its customers to participate in the design of its products.
This is a very dynamic and instant blog because each consumer can leave a comment of what he would have with his Starbucks coffee. Finally, the people interacting on the blog can vote in favor of the idea. The most popular ideas are actually developed by Starbucks !
If you also want to create your Starbucks drink, you can going on their website by clicking here !
It’s a global, professional hair care brand sold exclusively in hair salons. “L’Oréal Professionnel” is a B to B English blog destined for hairdressers and professionals working in salons. It gives valuable advice, not only related to hairdressing techniques, as well as tips to boost a hairdressing salon, trends style… This blog generates quality content and I find that is very well organized because it has got a section for each target.
Click here to visit the website of L’Oréal Professionnel !
This blog has got a very attractive design and quality content, dedicated to users interested in machinery, new technologies, scientific discoveries…
Ge Report uses many images, integrating sharing buttons on social networks, thereby spreading content more easily. In addition, the website uses a touch of humor to be closer to its readers and to deal with complex issues.
To make your own opinion about GE REPORT’s blog: click on this link.
I put a little video available for you to really understand the impact of the use of social networks and blogs: https://youtu.be/b4kQPBhDcG8