Companies in India that mainly trade via the Internet are waking up to the benefits of engaging with users on the social media site, Twitter.
The 140-character limit that each tweet imposes seems to be enough to persuade consumers to buy. For example, one of India’s biggest e‑tailers, Flipkart, used Twitter to increase sales of Father’s Day presents. They posted an image of a young boy using a landline telephone to call his father and ask for stationery materials. The image was titled ‘The original on-line shopping’, and seemed to immediately resonate with the company’s 135,000 users.
Senior vice president of marketing at Flipkart, Ravi Vora, said: “Twitter plays a 360 degree role for us. We work on creating a destination where our customers can have fun, with witty replies and engaging contests, instead of using it just as a sales platform.”
Their fellow e‑tailers, including Myntra, Snapdeal and Jabong, also use Twitter to engage with their customer base, attempt to influence and provide specially targeted offers. A brand-marketing founder and e‑commerce analyst stated that Twitter provided access to people these companies would otherwise not be able to reach, and that it not only encouraged engagement, but was also able to exert a form of pressure.
Myntra fashion store is using Twitter to launch a 12-hour Treasure Hunt competition that encourages users to visit their online store and purchase clothing. One user demonstrated how effective this sales tactic was when she admitting seeing a particular item of clothing trending on Twitter and was thereby compelled to visit the store.
Partnering with Amazon
Twitter announced last week that they would be partnering with online retail giant, Amazon. Amazon is particularly adept at using Twitter to engage with their customers. They have a specially trained team who respond to complaining tweets and provide support to promote a positive view of their customer service. The new partnership will allow users to link Amazon accounts to Twitter handles, and update their shopping carts. Twitter have not yet announced when this new facility will be available in India.
While this tactic seems to be working for Indian companies, some social media managers in America have found that it can deliver disappointing results.