afaqsI Reporter, ÁpriI I·I5, 20I0

Cange te currencv lron unioue users' to
conversations' and te traditiona trallic teorv
according to vic nore trallic eouas nore
pover seens laved. Tvitter creates
conversations and buzz out ol proportion to te
size ol its nenbersip. conpared to socia
netvorking sites (see Te Tvitter Guide').
Tat is vv ven te Minister ol State lor
Externa Allairs Sasi Taroor posted a tveet (a
nessage posted on Tvitter) in vic e relerred
to an airine's econonv cass' as catte cass' in
Septenber ast vear. it nade eadines in te
nainine nedia and created a stir in te Congress.
Taroor as nore tan six ak loovers on
Tvitter.
Earier tis vear. Sa Ruk Kan
(Tvitter.con/iansrk. 2.27 ak loovers). took
up tis patlorn to put lorvard is vievs on te
Mv Iane is KanSiv Sena controversv. Lait K
Modi (Tvitter.con/aitknodi. 45.000 pus
loovers) used te nicrobogging too to
announce te IPL partnersips. and tat is vere
nainine nedia picked up te nevs.
It's not iust ceebrities vo ave becone
active nenbers ol te nicrobogging site. Manv
brands across categories in India are present
toug tev are sti striving to everage it
ellectivev. Anong ten: nedia brands (MTV
India. Canne V and Te Tines ol India). book
pubiser Penguin India. nutipex cain PVR
teatres. retai brands (Big Bazaar and Soppers
Stop). banking and linancia conpanies (ICICI
Bank and Kotak Cards). ospitaitv (Trident).
inlornation tecnoogv lirns (Inlosvs and
9ipro). consuner durabes (9irpoo and Sonv)
and collee cain (Calé Collee Dav).
!hc Ðuzz nachinc
T
vitter creates nore buzz tan traditiona
bogs. vic are reativev engtv posts and
cannot be easiv updated on te nove. In
contrast. Tvitter's sort lornat nessaging
service and capabiitv to update troug various
touc points suc as nobie pones (troug
bot GPRS and SMS). desktop appications and
inbrovser pugins vitout opening te site
again and again nakes it nore user
lriendv. A tis eads to a iger
lreouencv ol usage vic anpilies te
buzz.
¯It is easier to use Tvitter to vrite and pubis
innediate reactions. instead ol doing te sane on
a bog vic reouires nore anavsis and tine."
savs Kiruba Sankar. a bogger and lounder ol
8y Kopil Ori
N
umbors cun oorlruy un incomololo oicluro. Twillor.com lho
microblogging und sociul nolworking olulíorm wilh lwo million
uniquo visilors in lndiu - muy look vory smull comourod lo Crkul und
Fucobook, which huvo T8 million und T2.5 million uniquo visilors
rosooclivoly in lndiu (sourco, comScoroì, bul wuil.
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Understond te importonce of Twitter.
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2 3 afaqsI Reporter, ÁpriI I·I5, 20I0

Business Bogging. a socia nedia consutancv.
IPL (Season 3) on YouTube is a good exanpe
ol te nicrobogging site's instant pover. Cn
Marc 12. as soon as te lirst natc began to
strean. Tvitter users began saring teir vievs on
te ouaitv ol it. A user naned (Sobitnaini
tveeted: ¯Youtube's coverage ol IPL sucks.
C'non Googe. ve expected soneting better''"
Apart lron seer speed. Sankar points out.
¯Iacebook is ike a vaed garden vie Tvitter is
an open one." Lnike Iacebook. vere nenbers
ave to invite one anoter to becone a lriend.
anvbodv can loov a person on Tvitter. Cn
Tvitter. one is not reouired to add a person to is
lriend's ist to ceck te inlornation posted bv
oter Tvitter users. vie one is reouired to
reouest and add a person to ceck is
status updates on Iacebook. It inpies tat
te reac ol a Tvitter nessage is nutilod as non
Tvitter.con users can aso ceck updates ol a
Tvitter nenber.
!hc powcr of 140
C
n Marc 4. 2010. tvo davs alter te sex tapes
ol Karnatakabased Svani Iitvananda
aegedv soved in vit a Tani actress vere
broadcast on a canne. 2.000 Tvitter users posted
about 7.900 nessages nentioning or discussing
te allair (source. 9THastag.con. a Tvitter
trend nonitoring vebsite).
Assuning tat eac Tvitter contributor as
about 100 loovers. te nessages voud ave
reaced nore tan 200.000 users (ignoring te
dupicated reac). Hovever. since an internet
user can integrate Tvitter vit is Iacebook.
Linkedin. bog or vebsite. a tveet as te
capabiitv to autonaticav get posted on eac ol
te oter patlorns. Tis creates a arge additiona
reac lor a tveet.
Iot onv tis. searc engines Googe and Bing
nov incorporate nessages (on Tvitter) reated to
kevvords searced on a reatine basis aong vit
oter searc resuts. Tis neans tat peope vo
searced lor Iitvananda'. nav ave cecked
te reated Tvitter nessages lased on Googe or
Bing tat dav.
Iron te nedia standpoint. tis additiona
reac is signilicant. Prasant Moanacandran.
lorner executive director. digita services.
CgivvCne and Ieo(Cgivv tinks tat ¯it is a
targeted and reevant reac".
!wittcr for hrands
ustoncr carc 9it te avaiabiitv ol Tvitter.
consuners don't even reouire a conpanv's
custoner care pone nunber or enai address to
report a proben. beieves Harees Tibrevaa.
ioint ciel executive ollicer. Socia 9aveengt. a
Munbaibased socia nedia agencv (it nanages
Tvitter accounts ol Just Dia. Star 9ord.
Canne V and Star Movies). Il a consuner as an
account on te site. e can post a tveet and et te
conpanv knov about is leedback. ¯Il te
conpanv is tracking Tvitter. it vi innediatev
lind out te leedback as soon as it is posted and
respond to it." e savs. A recent incident
invoving Cennai Super Kings (CSK) incident
proves vat Tibrevaa points out.
Cn Iebruarv 25 Kiruba Sankar posted a
nessage at 8:45 an on Tvitter. ¯Trving since 5 an
to book IPL tickets at CennaiSuperKings.con
onv to stare at server errors. =Iai." 9itin a lev
ours. an ollicia lron Cennai Super Kings
(CSK) caed in to sort out te proben.
Sankar posted a nessage on Tvitter. ¯Luick
response lron CSK. Booked nv ticket lor te
CSK vs DC natc. Siva lron teir IT tean
patientv eped out."
Te natter seened to ave ended tere. Later.
ovever. Sankar vas asked in person to pick up
te tickets lron te stadiun a dav belore te
natc. In lrustration Sankar tveeted. ¯Its
stupid to ask pp vo bougt IPL ticket onine to
cone to te stadiun a dav in advance to pick te
pvsica ticket. =lai". A CSK ollicia again caed
in to expain vv tev vere lorced to adopt tis
netod. Tis incident denonstrates ov
narketers can ligure out negative leedback or
probens innediatev and resove ten belore
tev get out ol and.
Sone ol te eading brands vic use Tvitter
0B er 4|ret| messoqe: $endinoa0l
meanson|vIherecipienIwi||oeIiI.ßuIIhe
senderandrecipienIhaveIobeconnecIed.
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pub|ishedbvanoIheruser.1hesemessaoes
areprelixedwiIh P1 and 6username
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weep|e: 1wiIIerusers.
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inIoIheconversaIion.
w||esp|ere: CommuniIvolIweeIers.
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use1wiIpic.comIoup|oadandaIIachpic-
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socia|mediap|aIlormssuchas1wiIIer,
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abouIposiIiveandneoaIivemenIions.
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and$eesmic.comlorß|ackberrvphones,
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lor custoner care are ICICI Bank. onine trave
agencv Makenvtrip.con and Just Dia an
inlornation searc engine and veov pages lirn.
¯Depending on te intensitv ol te proben
raised bv a consuner on Tvitter. ICICI Bank
eiter vrites back and provides a soution on te
nicrobogging site itsel or asks te irate
custoners to send lurter detais on an enai
address and ten gives in a ca ater to resove
issue." observes an expert. It is estinated tat
ICICI Bank addresses and resoves about 200300
probens per nont in tis vav.
Just Dia. vic created its presence on Tvitter
iust a lev nonts ago as started using it to
provide specilic deaer and product or services
reated inlornation to consuners. ¯Just Dia as
utiised Tvitter to ep and pass on inlornation
about deaers and service provider ol
various products to about 700 peope in
te ast tree nonts." cains Tibrevaa
ol Socia 9aveengt.
arctin connunication CnMarc 17. 5.24
pn a Deibased Tvitter user naned Moak
Ganbir posted a nessage on Tvitter. ¯I'n at
Cale Collee Dav. Greater Kaias II (GK2. Iev
Dei). ttp://4so.con/9oI7oP" At 5.29 pn. Calé
Collee Dav. vic is active as
Tvitter.con/CaleColleeDav repied. ¯(noak
Trv out our Cricket Specia nenu
ttp://p1n.in/cp4 Don't lorget vour scorecard
lor a cance to vin Iree Tkts M nercandise."
¯9it Tvitter. narketers can nonitor teir
target audience across geograpies. connect vit
ten on a persona eve on a reatine basis." savs
Aditva Rao. colounder and director.
Supercooa. a socia business connunications
lirn. Brands or even ceebrities can enpov
Tvitter to sare inlornation or disseninate nevs.
Ior instance. on Marc 17. 2010 Airte posted
nevs on Tvitter.con/AirteIevs ¯Barti Airte
and Dov Jones Partner lor Launc ol Te 9a
Street Journa India Mobie." Tis nevs vas out
on Tvitter even belore it vas pubised across
business daiies te next dav.
Asok Laa. president. digita. Euro RSCG as
a piece ol advice lor narketers: ¯Marketers soud
go bevond teir brand vord vie conversing on
Tvitter and soud broaden teir catter to
incude te users' vord. Ior instance. a car brand
on Tvitter can participate in catter about trallic
snars in te citv. sare trallic updates and
igigt nev restaurants aong a certain route."
ninc rcputation nanacncnt Cn Iebruarv
04. 2010. a lev users gatered at te Calé Collee
Dav outet at Ispaani Center in Cennai lor a
tveetup. Alter tev ad ordered collee. te outet
nanager asked ten to eiter pav a cover carge
to carrv on te tveetup or eave te outet. Te
users elt but soon began tveeting about te
incident.
Ior instance. a Tvitter user naned PPrakas
posted on Tvitter: ¯CCD sucks...
(calecolleedav at Ispani center is kicking
tvitter out.. =ccdsucks". Cn Ieb 05. Calé
Collee Dav. aso active on Tvitter. repied.
¯(PPrakas (AnoMatur (anedussain
(ideeNanin (Creative9ol Tnks lor etting us
kno pp' 9e don ave a poicv to crg a cover.
Cking rt nv".
Ievs about te incident spread on Tvitter and
nore tan an estinated 700 nessages eiter
against or inlavour ol Calé Collee Dav vere
posted on te nicrobogging site vitin tree
davs. Alter a lev davs. Calé Collee Dav posted on
its Tvitter account. ¯=ccd (CaleColleeDav Met
vid Ispaani cntr tvters n assured suc incident
vi nt occur in luture."
Atoug te collee cain nanaged te
=CCDSucks incident ve. it is a good esson lor
narketers about ov danaging vord ol nout
can spread ouickv. Brands need to nonitor vat
is being said about ten.
acs channc Te best exanpe lor using
Tvitter as a saes canne is De. Te conpanv
announced. in Decenber 2009. tat it as
generated orders vort OP.5 niion lor PCs.
accessories and soltvare troug Tvitter.
In a nevs report pubised on Boonberg.con
in Decenber ast vear. Manis Meta. vice
president. De Cnine. pointed out. ¯Te OP.5
niion represents te tota anount generated
troug direct custoner interactions on Tvitter
over tat tine. 9ie tose saes are a lraction ol
De's OP1.1 biion in annua revenue ast vear. te
conpanv sees Tvitter as one ol its nost signilicant
vavs ol interacting vit custoners."
De nostv tveets about its products. coupon
codes and announces discount ollers at
Tvitter.con/deoutet. vic as nore tan 1.5
niion loovers.
Tibrevaa tinks tat narketers soud not use
Tvitter soev lor saes pronotion. He savs.
¯Tere is a need to lind a baance in te tvpe ol
nessages a brand posts. Ior instance. pronotiona
and narketing connunication nessages soud
contribute 20 per cent. vie te naioritv ol
tveets soud be centred around issues about
vic consuners lee passionatev."
Hrus Batt. lounder and director. product
and strategv. Ceartrip.con beieves tat. ¯It's lar
nore appeaing to be a part ol te Tvitter
conversation tan it is to trv and use Tvitter as a
saes or ead generation too." Batt savs tat te
vebsite verv rarev post updates reated to itsel.
More olten tan not. it taks about oter tings
tat are interesting to te onine connunitv. ¯9e
post about tecnoogv. internet nevs. poitics.
novies and anvting ese ve cone across tat is
interesting to us. Most ol our posts contain a ink
to a tird partv veb site vit an artice tat ve
lound interesting and sared."
arct rcscarch Instant avaiabiitv ol an
audience on Tvitter nakes it a good too lor
narket researc. Ior instance. Munbaibased
digita agencv Pinstorn uses its Tvitter account
lor narket survevs. Te agencv as areadv
conducted studies on topics reated to cassilied
sites and oca searc services. Rao ol
Supercooa goes on to give an exanpe ol its
cient Qapak. ¯Qapak.con as used Tvitter to dig
out detais about te tvpe ol ganes consuners
nav ike to pav onine." e savs.
Rao aso points out an internationa exanpe
Mountain Dev uses socia nedia aong vit
Tvitter to engage its consuners in te nev Dev
lavour deveopnent process.
Tese are iust a lev vavs in vic brands can
expoit Tvitter's reac and instant connect. 9it
te nicrobogging patlorn gaining nore
proninence. it vi be interesting to see vat
oter uses brands vi cone up vit on tis
conversationed patlorn.
titter.oapiIori

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