May 19, 2020

[How-to] Make the Most of Marketing on Twitter

Lotte Wedel
Jose Capelo
3 min
 [How-to] Make the Most of Marketing on Twitter

Getting a relevant Twitter strategy that is personal and focuses on the needs of the followers is the objective pursued by all businesses and community managers. However, the frenetic activity of the 140 characters social network makes it very difficult to stand out, and posts usually go unnoticed.

For maximum splendor to a business presence on Twitter, the platform itself has issued some recommendations and examples on how brands can adapt to the moment, which will help them to act effectively in the world of real-time marketing.

Today, more than half of Twitter users follow six or more brands. This offers businesses a unique opportunity to engage people on Twitter in real-time conversations:

Having the right message at the right time

Twitter is the king of the conversation, where interactions and online conversations occur constantly. If you are resourceful when it comes to acting, and offer a relevant message at the right time, a brand can highlight and capture the attention of the audience.

Define the objectives and actions of the brand

What is the target audience? What sort of intervention aims to achieve the best results in real time? To identify the brand’s audience, and the precise moment to act, a brand must be willing to permanently track every movement in the account, and act accordingly. Having the ability to act in a timely manner is the key to participate in the conversation effectively, and encourage engagement.

Without monitoring is impossible to identify opportunities to act

Twitter is a true reflection of the real-time activity. A means that should be constantly analyzed, and learn to make the most of it. Using monitoring tools will allow the brand to ensure they know the trending content, the key influencers, current discussions and the latest industry news. 

Acting in perspective

There is nothing worse than getting into a conversation into which brands were not invited, without knowing in depth what it is in discussion, what has motivated the conversation in the first place, and what developments have taken place to the present moment.

Without this prior baggage, brands are exposed to fail miserably in they try to step into conversation where they are not called, something that could lead to a crisis of reputation. In order to avoid this state of affairs, brand should refrain themselves from acting indistinctively and focus on a more personal message with the target audience.

The organisation is the foundation for results

It is necessary to structure the activity in this medium. If there is a team to act on this network, it is paramount to establish a workflow, define roles and responsibilities, all of this, with the aim to work effectively, and optimise resources with a common goal. The brand should set a budget and the resources available to take action, as this would help to know the means at their disposal, when implementing the strategy. It will give the brand some confidence, and ability to react in time.

Content, content and content

If the brand has nothing to contribute, they cannot impact the audience. Therefore, within the strategy, they need to defend both arguments as relevant pieces of content, which will capture the attention of the audience and arouse their interest in learning more.

Always be Testing

In order to maximize and improve the performance and productivity of the brand testing is the best tool to maximize results in this environment, experiment and keep trying is unquestionably the key. There is no formula for success, it's all about listening, analyzing and testing.

Living in the moment

Twitter is a living medium, evolving all the time. Constantly events unfold and new opportunities arise to participate actively. Therefore, brands must be prepared to act, and seize the moment.

Jose Capelo is founder of Marketingquery


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Jun 23, 2021

Expo 2020: SAP Ariba to Digitise and Automate Procurement

3 min
SAP Ariba solutions will digitise and automate procurement processes for more than 25,000 Expo 2020 Dubai suppliers

Expo 2020, a World Expo that is set to be hosted by Dubai in the United Arab Emirates (UAE), was originally scheduled to run from 20th October 2020 until 10th April 2021, but, as with just about everything in the world of supply chain, the COVID-19 pandemic forced event organisers to postpone the highly-anticipated get-together. The new date for the Expo, which will be hosted in the Dubai Exhibition Centre, spanning across a 438-hectare space, is Friday 1st October, until 31st March 2022. But, there will be limitations to who can and cannot attend the event, so SAP has stepped in to fix the problem. 


What is Expo 2020?

‘Expo 2020 and SAP have run a series of onboarding summits for Expo’s valued supply chain network. As Expo’s procurement needs shift from construction to interior fit-outs, facilities management and technology services, Expo 2020 and SAP will continue to provide ongoing one-on-one support, including a dedicated helpdesk, to guide suppliers throughout the evolution to digital transactions and processes.


Expo 2020 Dubai, which will open its doors to the world from 1st October 2021 to 31st March 2022, is the first World Expo and only the second mega-event to secure a Procurement Excellence Award from the Chartered Institute of Procurement & Supply.’


SAP Ariba’s Solution

In a recent announcement, it was told that more than 25,000 of Expo 2020 Dubai’s local and global suppliers would benefit from a real-time, unified digital procurement and payment platform, thanks to technology provided by SAP, the events Innovative Enterprise Software Partner. 


The solution, provided by SAP Ariba, will supposedly fully digitise and automate the procure-to-pay lifecycle, providing a streamlined digital experience for Expo 2020’s suppliers while simultaneously enhancing transparency and efficiency across the event’s global supply chain. ‘The global technology company’s cloud-based SAP Ariba procurement solutions run on its UAE public cloud data centre and connect to Ariba Network enabling buyers and suppliers to connect and transact’, according to SAP


Mohammed AlHashmi, Chief Technology Officer, Expo 2020 Dubai, said: ‘Expo 2020 is a long-term investment in the future that aims to enhance opportunities for sustainable business connectivity and growth in both domestic and international economies. Our partnership with SAP is an example of what can be achieved with the invaluable support of our technology partners to host one of the most digitally advanced World Expos ever. The implementation of SAP Ariba solutions has transformed our end-to-end procure-to-pay cycle and helped set new standards of procurement automation for projects of this scale.’


Through SAP Ariba’s collaborative and mobile-friendly platform, any registered suppliers at Expo 2020 will be able to participate in sourcing events and the negotiation and signing of contracts; users will also be able to submit invoices and track payments in real-time. According to the platform, Expo 2020 has already transacted in excess of AED 1 billion on the platform, ‘highlighting its commitment to driving long-term business growth in the region and beyond, with a particular focus on small and medium enterprises (SMEs).’


Claudio Muruzabal, President of EMEA South, SAP, said: ‘Expo 2020 Dubai is demonstrating global best practices in digitising its procurement process with SAP Ariba solutions to help gain visibility into its spend, tighten collaboration with its suppliers, and achieve process automation, including completely paperless invoicing. Expo 2020 has already brought more than AED 1 billion in spend under management with SAP Ariba solutions.’


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