Alan Ault's recent articles
Burberry, Warner Bros and Marriott use Twitter to provide fans with exclusive content - Top 10 social media lessons
Lesson number three: Twitter allows brands to give followers real-time exclusive content.
Our Wave blog has provided insight into how brands use social media since 2010 and we’ve now reached 500 articles. We’ve spent some time looking at which strategies continue to be successful today. Last week, lesson number two looked at the usage of Q&A sessions to build expertise and conversation with fans.
Lesson number three shows how Twitter has emerged as the best real-time social platform for brands to provide fans with exclusive and instant updates. Whilst all social platforms can be real-time, Twitter's strong virality lends itself perfectly to exclusive content being widely shared.
In September 2011 we analysed Burberry’s first Tweetwalk, which gave followers a sneak preview of the collections before they hit the runway. Burberry extended the successful approach to their menswear collection in January 2012, allowing Burberry fans to feel like they were at the show.
Using Twitter to provide real-time content has since helped many brands achieve two purposes. It gives fans a reason to follow them for access to relevant real-time content, whilst showcasing their participation in high-profile events.
Burberry has been sharing animated gifs rather than images to make the Tweetwalk experience even more real. Other brands have started using the same approach. Recent examples include the 2013 Cannes Film Festival, during which @LorealParisUSA, @Chopard and @Orange_France tweeted live updates and pictures from the event.
Similarly, @CanonUKandIE shared coverage of London Fashion Week 2013 and @MarriottUK tweeted live coverage of the London Sevens Rugby Tournament:
@BuffaloJeans provided coverage of the 2013 Billboard Music Awards: