Why Twitter?

Knowing that integrating social media would be key to answering Green & Black's brief (reasons why, touched on previously and listed below), I chose to select Twitter from the many. The main reason for this was because I saw an opportunity to use its main functionality to power my concept. Although this point already has large amount of weight, I have explained the other, primary, reasons for selecting this platform below.

Reason #2 - Audience
Quoting Green & Black's:

...we are at a stage where we want to bring the next generation of consumers into the brand to continue our growth...

Our products have broad age appeal for our brand but we feel that there is an opportunity to bring in a younger generation e.g. 25-35 year olds.

The next generation of consumers, a generation before their current, would be those that partake in social mediums. A simple way of targeting this demographic is to use one! I have included an infographic from http://mashable.com/2010/03/18/twitter-infographic/ for Reason #3 showing exact Twitter figures posted in 2010, but detail on audiences can also be found at the bottom of the image.

Reason #3 - Coverage (Power)
Quoting Green & Black's:

The brand idea needs to be discovered and drive word of mouth. In its first instance it may only connect to a small group but it needs to quickly roll out to engage a large audience.

The infographic embedded below is a perfect example of Twitter's exponential growth, posted in 2010 and will show just how powerful the platform has become - covering almost 80 million users in December 2009. The user-base has almost trebled today.

(Click to enlarge)