Winner: Kronos - Kronos Grows Twitter Following by 406% in One Year
Looking to generate awareness, increase visibility and reach new audiences on Twitter, global workforce management company Kronos used a variety of strategies and tactics to move the Twitter needle. They include employing its nine active bloggers as well as the marketing team to create compelling content that people would find on the Kronos corporate Twitter account and then share. Kronos incorporated various forms of rich media to further engage its audience with the content, including infographics to display results from its global surveys, podcast featuring influencers in the workforce management space and videos highlighting Kronos’ industry expertise. Using iGoogle, the Kronos PR team stayed on top of relevant conversations in order to inject the Kronos point of view or share with its audience. Monitoring also allowed the team to find brand advocates who carry the Kronos brand messaging to their own networks.
Other tactics include multiple tweet chats throughout the year, many of them based on survey results. Kronos also participated in chat not its own with partners like M2SYS and #HRTTechChat. In addition, Kronos executives have made guest appearances of the blog talk radio show, DriveThru HR. By tweeting once an hour every day, Kronos showed its growing audience that it was actively engaged, knowledgeable and willing to participate in a conversation. And grow it did. Kronos had 2,110 followers in November 2011, and ended November 2012 with 10,673 followers—a 406% increase. It also went from 100 interactions (retweets/mentions) to 800, a 700% increase. Tweet chats proved highly successful as well, with 1.5 million impressions in it first chat, 2.9 millions for the second and 3.6 million for the third. —Scott Van Camp
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