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Twitter UK

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Twitter wurde 2006 ins Leben gerufen und ist ein Online-Nachrichten- und Social-Networking-Platform. Twitter ist eine Hauptquelle für lokale, regionale und globale Nachrichten.

Goals

den Wert für Marketingkunden erhöhen

den Wiedererkennungswert der Marke verbessern

Verbesserung der Forschungszusammenarbeit

Herausforderung

Als der Virus COVID-19 zum ersten Mal auftrat und weltweit Sperren verhängt wurden, waren die Marken nicht sicher, was sie tun sollten. Über den Twitter-Hub wurden Fragen gestellt, ob sie überhaupt weiter werben sollten oder nicht. Marken, die weiterhin mit ihren Kunden sprechen wollten, sahen sich mit der Herausforderung konfrontiert, den richtigen Ton zu finden und herauszufinden, was genau von ihnen gebraucht und gewünscht wurde. Dies war in einer Zeit, in der sich Nachrichten und Gefühle ständig änderten, besonders schwierig zu bestimmen.

Twitter-Challenges
Twitter-Solution

Lösung

Twitter Insiders, die auf der Alida-Plattform aufgebaute Insider-Community des Unternehmens, hilft Twitter und seinen Kunden, auf das zu reagieren, was die Plattform selbst am besten kann - was passiert.

Twitter Insiders wurde sowohl in den USA als auch in Großbritannien zum Leuchtturm der Hilfe für die Werbekunden von Twitter. Twitter hat sich mit Sparkler, einem Beratungsunternehmen für digitale Einblicke und Strategien, zusammengetan, um während des Lockdowns zwei Studien pro Woche durchzuführen, in denen die Menschen auf Twitter gefragt wurden, wie sie sich fühlen, was sie sich von Marken wünschen und welchen Ton sie von Marken erwarten. 

Da die Erkenntnisse in den Communities so schnell umgesetzt werden konnten, war Twitter in der Lage, seine Account-Teams kontinuierlich mit frischen Daten zu versorgen, die die sich ändernden Gefühle der Menschen auf der Grundlage der neuesten Nachrichten und Informationen über das Virus widerspiegelten. Dies bedeutete, dass die Account-Teams einen offenen und kontinuierlichen Dialog mit den Marken führen und Twitter wirklich als eine Ressource für die Kommunikation in dieser beispiellosen Zeit positionieren konnten.

Ergebnisse

Letztendlich brachte die COVID-19-Studie Marken mit ihrem Twitter-Publikum in Kontakt und trug dazu bei, dass die Twitter-Werbevertriebsteams in den USA und im Vereinigten Königreich im Laufe der 12 Wochen, in denen die Studie lief, Einnahmen erzielten. Die Account-Teams von Twitter stellten außerdem fest, dass die Kunden die Zusammenarbeit mit Twitter durch die Studie besser wahrgenommen haben.

Twitter-Result

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