Twitter Marketing: How to Do it Right Part 2
Why care about Twitter at all? What all does twitter help you do?
In our last post Twitter Marketing: How to Do it Right Part 1, we looked at the above questions.
Now, let’s look at some interesting examples of businesses to better understand why Twitter is powerful.
Kogi Korean BBQ Taco Truck is a mobile food truck in the US which sells something like a hotdog. But the real challenge for them was letting their customers know where and when they would be at next.
They solved this problem by integrating Twitter into their business. When they tweet in real-time, people get to know where are at now and where they would be next.
Another benefit is that Twitter is extremely mobile friendly. Integrating Twitter led to unimaginable business growth for them- from a footfall of 10 per stop it jumped to 800 people per stop.
What makes this even more unique is that this was neither a technology company nor a large organization, but still Twitter helped them solve a real issue and led to enormous business growth.
Another case study of using Twitter, in India, in a similar industry for a very interesting reason is Faaso’s. Faaso’s are into wraps and curries and a significant portion of their business is through home delivery.
Once you are a customer of Faaso’s, along with your unique Twitter handle, they register your phone number and address. To place an order, all one needs to do is tweet their order to @Faasos and use the #FaasosNow hashtag with it.
This simple system called ‘Tweet-to-Order’ not only simplifies the process of ordering for people who dislike placing phone orders but also simultaneously acts as a huge word of mouth marketing tool.
Twitter is also a great tool to be used for Online Reputation Management (ORM). Given that today most of your customers are online, it becomes imperative to maintain your online reputation.
Today, almost every brand is being talked about on social media. The onus is thus on you to smartly listen to and respond to your customers.
In any organization, everyone from the managing director to the receptionist, from the bank manager to the customer is involved in reputation management.
A good reputation can be severely dented by an unsatisfied customer. Rebuilding a damaged reputation is much harder than building a good one from scratch- customers have long memories.
A fiasco which happened to your organization may not hit the news bulletin but bad news still travels a long way. One just cannot afford to get it wrong.
One of the things which make Twitter powerful is that every tweet is publically searchable. You can search for tweets on real-time using relevant keywords. You can conduct searches based on phrases, location, people and the sentiment of the tweet or re-tweet using the ‘Advanced Search’ option.
This feature of Twitter also helps in smart listening. For public companies where reputation is worth millions of dollars, one tweet can cause a huge loss or gain in market capitalization.
Another one of the biggest advantages of Twitter is that you can reach out to anyone directly. All you need to know is their Twitter handle.
So, if you can identify your target audience, you can reach out to them directly through Twitter.
It also enables you to identify and reach out to the influencers. When using conventional media, you first identify the influencers, then reach out to them, next ask them to review your product and finally give them the option to get in touch with you if they would like to write about your product. Twitter makes this cycle shorter, simpler and much more effective.
TED (Technology, Entertainment, Design) is another brand which has effectively integrated Twitter into every phase of their event conduction to boost popularity. While promoting their events, their PR agency uses Twitter.
While the event is going on, they live-tweet about it. They even use Twitter post-event to spread the content generated during the event in the form of pictures, quotes and presentations.
One of the reasons they are so popular today is because they understand that though not every interested person can attend their events, it is very much possible for them to take their events in some form to the interested audience.
But it is not all about just having a real-time communication with your target market. You also need to engage with them on a relevant or related context. You need to be creative when engaging with your audience.
A brand which has a unique way of going about this is ‘Hippo’. They have a very interesting positioning online.
Their Twitter handle is ‘@HelloMeHippo’ and their bio reads-
‘@HelloMeHippo Hippo say right after hunger: Hippo makes munchies to fight hunger. Because world be better if no one hungry. Hippo say anything that not kill Hippo’ll only make Hippo better hunger-fighter’.
They talk about something as relevant as hunger and use broken English to communicate their thoughts. Their innovative positioning involves an emotional connect that causes recall in customers.
IT companies use Twitter for hiring more than for promotion. A lot of companies both small and large have used Twitter for B2B lead generation as well.
There are examples of small companies in India who have gained international business using Twitter. Twitter provides an opportunity to reach out to, engage with and build relationships with people you never thought possible.
A story of the truest victory on Twitter is that of Zaapos. Acquired by Amazon, it is today the largest online shoe store. They use social media to put a human face on the company and engage with customers. Employees use their Twitter accounts for casual communication rather than promotions or marketing pitches. In the words of a customer: “Talking to Zaapos is like talking to a friend who happens to sell shoes”.
This is the ultimate aim-can you make your customers become your friends. And on social media, Twitter provides you with the best opportunity to achieve that. To be a success on Twitter, this is the level one aims to achieve and if you have achieved this level then anything you want to sell will be sold.
Hope these series helped you to realize the potential of Twitter and how you can leverage it for your start-up.
All the best!
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This post is based on a Webinar by Mr. Pradeep Chopra, CEO of Digital Vidya. You can find a recording of the session here.