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Use of Twitter as part of brand communication strategies
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Effectivenss of brand communication through microblogging
Dr Ir Nanne MigchelsDr Marcel van Birgelen
Dept of MarketingNijmegen School of Management
[email protected]@nannemigchels
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Twitter in november 2011
• 5 000 000 000 tweets per month in november 2011 (up 110% since jan ‘11)
• 100 milion active users (up 82%).
• 55% logs in through mobile devices.
• 400 milion unique visitors per month on Twitter.com (up 70%).
• More than 40% of active users have not posted in the past month.
• One in five tweets appears to mention a brand or organisation
• “Twitter users are more likely to impact your brand than any other social network” (TheNextWeb.com)
• “What every brand needs to know about Twitter’s “active users” problem” (BazaarVoice.com)
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Impact on communication process
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• Development of dialogue between:
• One to one / one to more than one / one to many / many to many
• Active participation
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(electronic) Word-of-mouth
Word-of-mouth is perceived as (more) credible, reliable and trustworthy. Influence on:•Public opinion (Katz and Lazarsfeld, 1955)
•Purchase decision (Engel et al., 1969; Richins, 1983)•Customer expectations (Anderson and Salisbury, 2003)
•Perception of risk (Godes and Mayzlin, 2004)
Electronic word-of-mouth is also perceived as (more) credible, reliable and trustworthy (Hennig-Thurau and Walsh, 2004; Barton, 2006) . •Despite the loss of personal interaction and social context,•It gains in reach and availability
Top of mind could also explain eWOM conversations (Berger and Schwarz, 2011)
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Influence
• Measuring diffusion trees (Baksy et al., 2009)
• Two-tier audience of followers and activity network of interactive relations (Huberman et al., 2008)
• Perceived topic expertise (Liu et al. 2010)
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Brand communications
• How do brand communications travel through the network?
- Followers indegree- Retweets- @mentions- Sentiment analysis
• Does a particular communication strategy matter?
- One to one communication- Listening to consumers- Community participation
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Research setup
• Collection of actual Twitter data, extraction of brand tweets and of related consumer tweets (235 442 valid tweets)
• Data collection through Radian6 (= full access)
• 10 weeks (november 2010 – january 2011)
• Sample of 30 brands
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Results
• All measures strongly correlate > all hint at the same construct of influence
• One to one - effect on mentions and followers (less effect on sentiment)
• Community participation - moderate effect on all measures
• Listening to consumers - size of following, will predict number of followers - negative effect on retweets and
sentiment
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Discussion
• Brand communication on Twitter positively influences consumer word-of-mouth
• Conversation is the cornerstone of communication strategy.
• Direct reach does not impact conversations. • Being the topic of conversation does have an impact.
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