Manila, 22 July 2020 – Being a marketer in the middle of a pandemic is not an easy feat. The once laid out plans were now shelved that marketers found themselves asking: is it an appropriate time to launch a new product? What tone should I use to speak to my audience?
It’s important for brands to take action, use their influence to help, and be proper in their approach. As Filipinos go to Twitter to share their sentiments, it also becomes an essential tool for brands to jumpstart their efforts.
Here are 7 of the best practices of how brands are using Twitter to lead the way in the Philippines:
- Lead by listening
Globally, only 8% of Twitter users think that brands should stop advertising due to the pandemic, this is because people would like to know their options as they shop and stock up on basic necessities.
Moreover, 93% of Filipinos on Twitter echo that brands should be providing practical information while 88% want brands to pledge aid, and 91% call for brands to give flexible payment terms on bills. Brands should take note of these insights to have direction and give timely responses. The pandemic might leave brands speechless–but they can find their voice back through listening.
Your safety is our priority. We ensure that our store teams and customers remain safe and healthy as we continue to serve your favorite food with our Alagang Jollibee service. From intensified sanitation to strict implementation of health safety protocols, we’ve got you covered. pic.twitter.com/dEZMrxiEk9
— Bestfriend Jollibee (@Jollibee) May 16, 2020
- Lead with purpose
Your business exists for the purpose of serving people with your product or service. But apart from that, your brand is an identity in which people hope to see a positive example, especially during this challenging time. To lead with purpose, remember 3Ps:
- Purpose – Identify what role you play in consumers’ lives.
- People – Discover how you can support your communities.
- Pledge – Give back and align it to your products and services.
Guys legit to, gumawa kami ng food delivery service oha. But this isn’t for us. Para to sa mga bikers at sa inyo. We will NOT take any commission in this initiative. Sa kanila lahat to.
— Angkas (@angkas) March 23, 2020
- Lead by example
Brands must uphold transparency. Even 89% of Filipino Twitter users agree that brands should show how they are helping their customers and other relevant responses during the pandemic. A leader is a figure that people look up to, so here are some do’s and don’ts on how to set a right example for others:
- Provide useful information to help people navigate uncertainty and remain calm.
- Broadcast any initiatives you’ve launched that address issues customers have raised.
- Don’t make promises you can’t keep.
- Don’t hide your attempts to generate profits from the situation.
- Don’t shun interactions with frustrated customers.
Being able to serve kindness and smiles in times like these is what keeps us going. Thanks to your generosity and the support of our partners, we are able to serve more meals to barangays and quarantine centers in key cities, World Trade Center, La Salle Greenhills, and more. pic.twitter.com/EQ8u2s8GZR
— McDo Philippines (@McDo_PH) April 24, 2020
- Lead with something new
With news about the pandemic and its effect on the economy, brands are also becoming aware and careful about addressing such issues and sensitivities. They can respond to the call by offering a new product or service that can help people, but its launch and execution are the crucial parts that must be appropriate and mindful. Here are five keys to consider before launching something new:
- Listen before you launch.
- Own your voice and find the right tone.
- Influence > reach. Look for quality, not quantity.
- Go big on the reveal.
- Prepare to pivot.
— Toyota Philippines (@ToyotaMotorPH) June 15, 2020
- Lead by connecting
Listening is essential but connecting with your audience is another proactive way to extend your brand and relevance. Stay in the loop by knowing the trends among your audience and connect with them through these topics.All of this time spent indoors is leading people to explore new areas of interest. For example, the daily volume of Tweets about sports in the Philippines increased by +161% (Q1 2020 vs. Q1 2019). With the idea that Filipinos are into sports nowadays, brands are given an insight into what content or approach to take to get people’s attention. Find innovative ways of connecting –create a virtual event, tap into national occasions or celebrations, or explore interest to open doors for people to connect with you.
Gamers now have a chance to help & heed the call to become REAL HEROES. Join our Smart Mobile Legends Online Tournament and play for the benefit of our public health hospitals.
— SMART (@LiveSmart) March 27, 2020
- Lead with agility
From “business unusual,” brands must forge ahead to adapt and thrive in the new normal. As routines and lifestyles around us evolve, so does your brand’s content strategy. Starting from a clean slate can be challenging, so here are 3 ways to beef up your digital marketing plan:
- Be resourceful and repurpose old assets into new ones.
- Tap creators and influencers to produce fresh content.
- Rethink live events. Go virtual.
Did you know that our fave Youtuber, @benedict_cua, was a former corporate employee? ?
— Globe Telecom (@enjoyGLOBE) July 5, 2020
- Lead with positivity
In a time when news can be disheartening, it’s a helpful lift that brands are staying optimistic to share the message of hope and positivity among Filipinos. A simple act of gesture, such as a Tweet, can brighten someone’s day. Share positive content, create new and unique experiences, and tap on what makes them happy such as their hobbies, interests, or leisure activities.
— BENCH/ (@benchtm) April 12, 2020
With these noteworthy practices, we hope that more brands will be inspired with fresh ideas on how to carry on and help the Filipino people in these challenging times. A conversation can spark a difference, so Tweet on and lead the way.
Twitter (NYSE: TWTR) is what’s happening in the world and what people are talking about right now. From breaking news and entertainment to sports, politics, and everyday interests, see every side of the story. Join the open conversation. Watch live streaming events. Available in more than 40 languages around the world, the service can be accessed via twitter.com, an array of mobile devices, and Twitter Lite (mobile.twitter.com). For more information, please visit about.twitter.com, follow @Twitter, @TwitterPH, and the South East Asia blog; and download both the Twitter and Periscope apps at twitter.com/download and periscope.tv. To see all of the latest steps Twitter is taking in response to COVID-19, visit covid19.twitter.com. We’ll keep this page updated as our work continues.
For further information, please contact:
|Cipluk Carlita (@CiplukCarlita)
Communications Lead – Southeast Asia, Twitter
|Sheila Rada (@RadaSheila)
VP, Dominguez Marketing Communications, Inc.