Speaking at the Cannes Lions Festival today (22 June), Twitter’s Chris Moody said customers reach out to the top 100 brands on Twitter 45 million times a month but that brands have just a 2% response rate.
He also highlighted that while big events such as the Super Bowl might generate 50,000 tweets around a particular campaign, brand mentions top 9.3 million.
“Advertisers are infatuated with the huge events – the Super Bowl – they always want to focus on lightning events but there is more energy out there. We can predict it and know how to grab it, it is your [brands] job to find a creative way to harness it,” he said to delegates.
Moody pointed to examples such as Spotify. The music service was contacted by a customer having issues with his service which turned out to be a bug that Spotify was then able to fix.
To thank him, Spotify created a personalised playlist with the song titles thanking him for his time and telling him to ” Stay classy”.
“Your best customers are your existing ones. The energy is there waiting to be harnessed,” said Moody.