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Converse use Twitter to promote marketing activity to consumers in Mexico
Converse in Mexico show how a brand can use Twitter as a communication tool to promote their marketing activities. WaveMetrix analysis shows that Converse use collective and individual tweets to encourage participation in competitions and answer consumer queries.
Converse Mexico use their Twitter handle to promote Converse’s marketing activities to their 6,000 followers, both on a group and one-to-one basis. Converse tweet to their followers to give information about competitions and marketing events such as the Boy/Girl of Converse 2010 competition and the Broken Social Scene CD giveaway.
WaveMetrix social media monitoring uses 100% human coding to analyse Converse's process of targeting consumers through Twitter. Converse’s community managment activity emerges as successful at creating buzz around marketing and encouraging consumers to participate in the competitions. Converse send general tweets to all their followers promoting the competitions and “thank” them for sending pictures as entries. Converse also tweet directly to consumers to resolve queries about Converse competitions or products.
Consumers send tweets to the Converse Twitter page about the marketing activities:
- Converse respond to consumers who discuss their marketing activities: Consumers say they “want to take part” in the “Girl/Boy of Converse competition 2010”. They ask for “more information”, say they will “upload a photo” or ask to “see the latest competition pictures”. Some consumers ask Converse if they are “planning on giving free gifts through Twitter” or say they are “happy to have won the Broken Social Scene CD”. Converse send general tweets to all their followers promoting the competitions and “thank” consumers for sending pictures for the competitions. Converse tweet directly to consumers to resolve queries about the competitions
- Some consumers tweet about Converse products: They say they “want” or “already have” Converse shoes and ask when new designs will be available. One user reveals a unique approach to Converse ownership, telling the brand they are “painting art” on their shoes. Converse send links to special offers to those who discuss the products and encourage the consumer who paints their shoes to “show us the designs”
- There is a small amount of brand buzz: A few consumers mention the Converse brand in their tweets or joke directly with the Converse Twitter handle
Converse's Twitter activity attracts very little negative sentiment:
- Converse’s Twitter activity does not make discussion any more positive in sentiment: Both original consumer tweets and responses to Converse’s tweets are positive in sentiment. Consumers respond to Converse's tweets by saying “thanks for the advice” and asking for “information about the competition winners”. A few complain that their picture “still can’t be seen on the site”
- The Twitter activity is moderately successful at extending consumer conversations: 29% of consumers who Converse tweet directly to reply with a further tweet of their own