Twitter has exploded as an online social network with over 50 million users and valuation of one billion; it’s hot. A hot channel among Internet users; a hot tool for online marketers.
In Singapore, I’ve seen lots of businesses during past months jumping onto Twitter, most of which are simply streaming content into Twitter. Is Twitter more than that? Definitely.
Twitter As An Engagement Tool: Mad Men Twitter Case Study
Mad Men is one of the most popular television show. It’s a drama about one of New York’s most prestigious ad agencies at the beginning of the 1960s, focusing on one of the firm’s most mysterious but extremely talented ad executives, Donald Draper. It’s not only popular on TV but also on Twitter.
Paul Isakson, who truly is in advertising from Minneapolis, created an account @Don_Draper and tweeted as actor Jon Hamm’s smoldering character for more than a year. Word suddenly got out that Matthew Weiner’s masterful creation was alive and well on Twitter. Its followers quickly grew to over 10,000. At this point, there are about 70 related accounts on Twitter.
Mad Men has given its audience a different dimension on the character. Presence on Twitter has no doubt strengthened the “Mad Men” brand image while engaging its audience.
As a matter of fact, I just started watching Mad Men after I chanced upon a few Mad Men characters on Twitter. Maybe out of curiocity; maybe because of the interesting tweets.
Twitter As A Customer Service Tool
First of all, Twitter is not a replacement for phone and e-mail support for your customers but a little more personal and less formal customer support channel, which gives immediacy to online interactions.
Customers twitters their frustration after failing to receive the support they needed through phone or email support. Sometimes, Twitter is the first place the customers vent their frustration. Then, you should surprise them with a response on Twitter.
Comcast received a lot of attention and credit as being doing a great work in customer service on Twitter.
Last word of caution, use Twitter to compliment your customer service; not to replace it. And, make it a scaleable solution.
Twitter As A Prospecting Tool
80% of Twitters post updates on their everyday activities, social lives, feelings, thoughts, and emotions on Twitter. It’s a great channel if you “listen” carefully to them. Collect intelligent information for existing business as well new business ideas.
Twitter As A Sales Tool: Dell Twitter Case Study
Dell thinks of Twitter as a good place to interact with customers and to raise awareness about the brand. But, that’s not what makes Dell a great case of utilizing Twitter.
Dell posts exclusive offers on Twitter for a few times a week so as not to spam their followers, and they use tracking URLs to gauge what followers find most appealing. Dell has made more than $3 million in revenue attributable to its Twitter posts.
DELL is not alone driving sales on Twittter. Using a dedicated Twitter account, @JetBlueCheeps JetBlue also offer their Twitter followers discounted, last-minute fares to fill flights that might otherwise take off with a few empty seats.
Is that all? Remember the old saying, “Sky is the limit.” Let your creative juice flow. Now the question is, what’s important deploying your own Twitter strategy?
Listen, respond, engage, serve, personalize.
JetBlue Twitter account has over one million followers, which is not the reason I got impressed. Its Twitter bio is impressive,
Have a question? Follow us and let us help! – Currently on duty: Gigi, Lindsey, Laurie, Morgan, and John
Unlike many other businesses, JetBlue clearly has a strong focus on its customers, as shown in its bio. It didn’t bother to give a damn about itself but the benefits of following JetBlue. Seriously, what else do you think customers are interested to find out after knowing who you are (JETBLUE). Only the benefits.
Keep these in mind: listen, respond, engage, serve, personalize. Add value; especially exclusive ones for Twitter.