Tag Archives: social media

When The Client Doesn’t Get It

Twitter, is a light weight online service. It is limited, like text messaging, to messages of 140 characters (called Twitters or Tweets). It has the potential to afford rapid two way messaging either broadcast or personalized conversations among customers and partners.

In two years Twitter has grown from nothing to an estimated six million registered users. Other estimates are half of that. Whatever the actual number, it has moved beyond technologists and early adopters and is mentioned in mainstream publications such ad Fortune, Business Week and the Wall St. Journal. Twitter has become a channel in its own right.

The service is free to both individual and corporate users and can be accessed through the Web, mobile phones, or computer software. The potential is there to inform, intervene, monitor and connect with far less overhead and start up costs than email, web, blogging, Facebook, or other social marketing tactics. Its rapid response and low bandwidth make among the ost immediate and compelling of a new crop of mobile applications.

Yet when I suggest Twitter to marketers, who are not already users, their responses range from indifference to rejection. They are seldom even interested in trying it. Why is this?
They ask for clarification – so, what is it? And that’s the problem. It has been described as:

  • Light weight social networking
  • Micro-blogging
  • Instant messaging
  • Many to many texting

Huh?

Visiting Twitters home page and viewing the torrent of passing traffic isn’t compelling. Twitter messages, they can indeed seem like self absorbed babbling.

  • It doesn’t fit well in any established category
  • It seems at least as much abused as well used
  • It demands creativity and a degree of innovation from its users. Success will require experimentation and evaluation
  • It has the danger to degenerate into online drivel
  • Good business cases and “best practices” are just starting to emerge

Twitter’s business model has yet to be developed. It has yet to figure out how to make money. At present, that’s more Twitter’s problem than yours; but you don’t want to invest thought an effort into a medium if it is not like to stay around.

Our old friend ROI is hard to measure. Actually the investment in a Twitter campaign or marketing program can be trivial – no money and Much less effort than say a blogging or Facebook strategy. However it will take some thought, time, and inspiration. It you start a Twitter conversation, be prepared to maintain it.

Twitter is, of course, just one of many media. It has been used successfully by Barack Obama, but less so by Hillary Clinton, and still less by John McCain (based on followers and traffic). Starbucks and Dunkin Donuts use Twitter; Peets Coffee, Folgers, Maxwell House and many others in the category appear not to. Dell and HP use it; Lenovo, Toshiba, and Sony don’t.

Among marketers, technologists, and some media cognoscenti Twitter is cool. This of course is no reason to use it.

What to do:

See if your firm, industry, products or issues are actively discussed on Twitter by searching at search.twitter.com.

Track and follow discussions of those influential in your industry.
Respond, when you have something to contribute.

Even Twitter fans admit it may take some getting used to. It looks quite different after using it for a week or two.

Are a significant number of your customers, or those who might influence your customers using Twitter. If you don’t know, you should to try to.

If they do, Twitter is worth a try. You may gain valuable market insight, test a concept, or launch a guerilla promotion campaign.

Otherwise, you would do better to reach prospects where they are through media they are acquainted with. Leave the cool to someone with venture capital to burn. Even if you’re sure Twitter could be a useful part of the marketing mix, let it go. In the words of the late LL Bean, who left no opinion of Twitter, “Nobody ever won an argument with a customer.”

The Texting of a President 2008

The title draws from that of a book about political marketing – The Selling of a President 1968. That books author, Joe McGinnis, was upset not just with Richard Nixon (about who you can make your own judgments), but with the notion of candidates as products. Products to be marketed at that.

The candidate as product is no longer novel or controversial. Yet despite the record expenditures and length of this presidential campaign, little interesting marketing has appeared in the 2008 campaign. Enter the pregnant text message.

The Obama Campaign’s tactic of heightening interest in the vice presidential candidate by informing voters of the choice directly by text message is intriguing. It bypassed the established news media and attempts to make a connection directly with voters. The audience who signed up for this message – excluding the small percentage of media types, Republicans, and students of politics – is a potential nucleus of committed fans and product evangelists. They became a bit more involved with the product by being first, though I doubt many were at their phones at 3:00 am when the message came.

Text messaging can be a problematic medium. Spam messages are even more inconvenient on a phone than a computer. They also add injury to insult, because recipients without an unlimited message plan have to pay for the offending messages. The text message section of Obama’s website is a very good example of permission marketing. In a single page, it shows how to sign up for different levels of content from the one time to the occasional to the frequent, an assortment of free ringtones, and a simple one step procedure to unsubscribe.

The Obama text message also emphasizes a difference with John McCain, who notoriously uncomfortable with email. McCainSpace, McCain’s own social networking site is, to my eyes, less usable and engaging. McCain himself seems ill at ease in the welcome video on the home page. In my tests, the site was surprisingly sluggish.

At a dime a message, this campaign may have something for us marketers.

How Social Are Your Bookmarks

The concept of “social bookmarking” probably isn’t yet mainstream marketing. I was reminded of this recently when talking to a class of graduate business students. Most of them were unacquainted with the concept and unfamiliar with its leading plaftforms such as del.icio.us, digg, and stumble upon.

With social bookmarking, you can embed links such as this

addthis_url=”; addthis_title=”; addthis_pub=’MaxKatz’;

on your blog or website. It allows visitors to bookmark, tag, comment upon, rate and share your site with a single click. They thus become a very inexpensive (as in free) way to help get your site noticed and increase its search engine rankings. If you want your site noticed add buttons like the one above to your sites.

Lee Lefever provides a clear, concise, and amusing explanation of social bookmarking on his excellent site, commoncontent.com: