Twitter For Real-Time Brands
Costolo bring us closer to Twitter for brands
Twitter's Chief Executive Officer, Dick Costolo opened his talk about "Harnessing The Power of Real-Time Connections" by showing some examples of events in which Twitter made world amplification. Hundreds of millions of people are now connected on the Social Web through Twitter on real-time communication and people are now connected more closely than ever to what’s happening around the world, in an instantaneous way. During the Arab Spring of 2011, Twitter allowed the revolutionary mob to let the world discover in real-time what was happening in the streets and let people rally behind them. But brands also now have the opportunity to join the conversation with consumers and participate in cultural events or size unexpected opportunities if creative minds are looking towards "planning for real-time". Costello gave a few examples: Burberry involved people by tweeting backstage images of models before the hit the catwalk at London Fashion Week. Tide asked viewers to caption a snapped picture of the Daytona track cleaning after an accident during a race. The upcoming Olympics ask for Tweets to be relayed through hashtags. H&H created the #beckhamforhm hashtag to communicate with fans. Costolo gave creatives the tip to Twitter for branding: "the conversation itself is the canvas". Brands have to close the loop between a screen and the conversation on the screen. The engagement must be integrated in the conversation: Cadbury asked consumers to join in the «Gold rush» and «shout» their love for Wispagold. Through its 140 characters, the media is filtered but the emotion is not filtered, thus the campaign is to be adapted to the moment instead of being previewed. Costello concluded: "Twitter’s motto is : Twitter brings you closer… To What ? It's up to you to bring the answer!" But with an authentic tone of voice, or else, people will see through it!
