How to personalise the customer experience and amplify micro-influencers on Twitter.

At a time when companies fine-tune their social media marketing strategies for the New Year, spare a thought for a growing trend that often gets lost in the noise. In 2018 Instagram Stories may have been the gift that keeps on giving but when it comes to live, public conversation Twitter is still top of the tree.

Customers are increasingly turning to social media to talk to brands, with Twitter the most popular channel for 1:1 customer interactions. Some companies are seeing as much as 80% of all their inbound customer service requests happen on the platform, that can translate to 1/6th of the cost per resolution vs a call centre. And this is not exclusive to the older demographic , in a recent study by Sprinklr, 70% of Millennials on Twitter have commented on companies’ customer service. Of equal importance is the live buzz Twitter can provide brands for product releases and live events.

So how can brands harness the power and influence Twitter offers? The answer is more personalised messaging, rewarding experiences and a shareable takeaway. When a user asks a question or heaps praise, it’s a prime opportunity to respond with something that makes an impact.

A fine example of this was AdGreetz’ recent Christmas Jumper Day campaign for Save The Children. Their mission was to ‘own’ the conversation on Twitter for what has now become a trend worthy national event. They not only sent users personalised posters featuring their name, they also tracked positive tweets from micro-influencers and replied to them with a personalised video, produced exclusively for this 24-hour campaign. The benefits were three-fold: thousands of 1:1 customised messages to their supporters, a special personalised image or video for them to share, but most importantly a groundswell of positive and meaningful engagement for the charity.

One-off activations like these are extremely successful, but brands need to start adopting this approach for their everyday comms. This could mean personalised FAQs, promotions, thank you messages, reminders or just a fun, takeaway asset to make customers feel heard, appreciated and rewarded. So make 2019 the year you harness the power of 1:1 personalisation on Twitter and supercharge your social media marketing.

*AdGreetz specialise in smart, hyper-relevant, personalised advertising and messaging across 21+ channels. We offer a Twitter plug-in solution that enables brands to reply to users on Twitter with personalised videos, images and GIFs. If you are interested to find out more click here and contact us at hello@adgreetz.com for a demo.*