Social Media Strategy, Social Media Marketing

Why Twitter Is the Anchor of the Social Media Team

twitter logo 800c397295 pixels 1 Why Twitter Is the Anchor of the Social Media TeamBecause of its simplicity and immediacy, Twitter enables brands to win the 1:1 battle with customers and potential customers in ways that even other social media constructs cannot. The density of Eureka! moments on Twitter is quite high, and if brands use it right, it’s the ultimate weapon for turning lemons into lemonade.

Let’s examine two recent personal examples:

Twitter Done Right, Conference Style

Recently, I was a speaker at the ExactTarget Connections conference in Indianapolis. Like all good digital marketing geeks, I was monitoring the Twitter conversation by setting up a search for “#ET08″ (the official conference hashtag) and “Exacttarget” on my Twitellator Pro iphone app. (this can also be done using http://search.twitter.com).

I come across the tweet below from Andrew Eklund, CEO of Ciceron, a Web marketing firm in Minneapolis.

twitter   andrew eklund  landed in indy for the exa 300x142 Why Twitter Is the Anchor of the Social Media Team

Note that this conference had sold out at 1,200 attendees. A possibly soon to be disappointed Mr. Eklund was headed to the hotel from the airport. However, Dawn DeVirgilio runs the @ExactTarget Twitter account and was also monitoring conference tweets.

She rushed to the registration desk, signed up Mr. Eklund for the conference, and had a name badge and complete registration package ready and waiting by the time he made it to the hotel 15 minutes after his initial tweet.

That’s the power of Twitter-driven customer service.

Twitter Done Right, Reply Style

preview Why Twitter Is the Anchor of the Social Media TeamSocial media is all about timeliness. I have an RSS feed of any tweets that mention my name or company name. Apparently, folks at the National Hockey League are doing the same thing.

My recent post about the NHL’s new ad campaign and its missing social media and digital marketing ingredients was answered almost immediately by Mike DiLorenzo, the Director of Corporate Communications for the league:

twitter   umassdilo  jaybaer read your blog on 300x155 Why Twitter Is the Anchor of the Social Media Team

I then had a very interesting series of email exchanges with Mr. DiLorenzo about the NHL and its future social media plans. Fantastic! Talk about listening and responding with an authentic voice. To think that an NHL executive found my post through Twitter, acknowledged its merit, and then talked to me about it within 18 hours is simply extraordinary.

Twitter Done Wrong, Travel Style

I’ve spoken at a ton of conferences lately, and while I’ve been absolutely blessed with on-time airline travel, I’ve been bedeviled by a series of crappy hotel rooms. The nadir may have been the Westin in Indianapolis, where I must have had the worst room on the property. I sent out this missive via Twitter:

twitter   jason baer  et08 great conference so 300x155 Why Twitter Is the Anchor of the Social Media Team

No response whatsoever from the hotel or Westin corporate. Given that nothing incites passion like travel, you’d think social media monitoring would be a MUST for a company like Westin. Evidently not.

I’m no Chris Brogan, Joseph Jaffe, or Jason Falls (yet), but I do have ~475 followers on Twitter (and a 92 on Twitter Grader). That’s 475 people (in theory) that saw me bitch about the Westin in Indianapolis (including at least 15 people who were staying at the same hotel). Can I determine the precise consequences for Westin as a result? No, but I don’t think it’ll help them. And I won’t be back.

Do you have stories of good or bad Twitter usage? Comment ‘em

 

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  • http://OnStartups.com/ Dharmesh Shah

    Great article. I like your “density of Eureka moments” concept.

    Also, thanks for trying out Twitter Grader. A 92 is impressive.

    -Dharmesh (@onstartups)

  • http://OnStartups.com/ Dharmesh Shah

    Great article. I like your “density of Eureka moments” concept.

    Also, thanks for trying out Twitter Grader. A 92 is impressive.

    -Dharmesh (@onstartups)

  • http://OnStartups.com Dharmesh Shah

    Great article. I like your “density of Eureka moments” concept.

    Also, thanks for trying out Twitter Grader. A 92 is impressive.

    -Dharmesh (@onstartups)

  • Jason Baer

    Dharmesh -

    Thanks for the kind words. And thanks also for all of the “graders”.

    I reviewed Website Grader here on the blog http://www.convinceandconvert.com/search-marketing-advice/agency-advantage-tools-1-website-grader/

    I was just talking to an agency in NYC today about Hubspot and your ability and dedication to taking tricky digital and social media tasks and productizing them for the mass market. You’re the Henry Ford of Web 2.0. Keep rockin’

    jason

  • Jason Baer

    Dharmesh -

    Thanks for the kind words. And thanks also for all of the “graders”.

    I reviewed Website Grader here on the blog http://www.convinceandconvert.com/search-marketing-advice/agency-advantage-tools-1-website-grader/

    I was just talking to an agency in NYC today about Hubspot and your ability and dedication to taking tricky digital and social media tasks and productizing them for the mass market. You’re the Henry Ford of Web 2.0. Keep rockin’

    jason

  • http://www.socialmediawiz.com/ Shialesh Ghimire

    It’s always fun to read of real live examples of social technologies. It underscores the point that at the end of the day that technology is only the medium, it’s really about people . Connecting with them, serving them and building friendships with them. That’s the power.

  • http://www.socialmediawiz.com/ Shialesh Ghimire

    It’s always fun to read of real live examples of social technologies. It underscores the point that at the end of the day that technology is only the medium, it’s really about people . Connecting with them, serving them and building friendships with them. That’s the power.

  • http://www.socialmediawiz.com Shialesh Ghimire

    It’s always fun to read of real live examples of social technologies. It underscores the point that at the end of the day that technology is only the medium, it’s really about people . Connecting with them, serving them and building friendships with them. That’s the power.

  • Jason Baer

    Shialesh – You’re spot on. The concept of social media isn’t new. It just leverages the technology to allow brands to find conversations and react to them much faster than they could in the offline world.

    The trick I find in my consulting practice is to show the value of those individual wins, and prove that they’re important in a marketing world that’s addicted to reach and frequency.

    jason

  • Jason Baer

    Shialesh – You’re spot on. The concept of social media isn’t new. It just leverages the technology to allow brands to find conversations and react to them much faster than they could in the offline world.

    The trick I find in my consulting practice is to show the value of those individual wins, and prove that they’re important in a marketing world that’s addicted to reach and frequency.

    jason

  • http://twitter.com/idpkbrian/status/943886006 Brian Brown

    Retweeting blog post by @jaybaer. http://tr.im/6e2

  • http://davidtaboada.com/video/making-the-most-out-of-twitter/ David Taboada

    Simplicity and immediacy are exactly two of the reasons I am on twitter, so your opening line really resonated with me. Another reason why I joined twitter is that it is asynchronous, unlike IM and it is a better fit to my daily activities. By the way, I landed on this post via twitter.

    Jason, the link I entered points to a post with three resources and three videos on twitter (including “The twitter Song”). I hope you enjoy them.

    Best regards,
    @katalink

  • http://davidtaboada.com/video/making-the-most-out-of-twitter/ David Taboada

    Simplicity and immediacy are exactly two of the reasons I am on twitter, so your opening line really resonated with me. Another reason why I joined twitter is that it is asynchronous, unlike IM and it is a better fit to my daily activities. By the way, I landed on this post via twitter.

    Jason, the link I entered points to a post with three resources and three videos on twitter (including “The twitter Song”). I hope you enjoy them.

    Best regards,
    @katalink

  • http://davidtaboada.com/video/making-the-most-out-of-twitter/ David Taboada

    Simplicity and immediacy are exactly two of the reasons I am on twitter, so your opening line really resonated with me. Another reason why I joined twitter is that it is asynchronous, unlike IM and it is a better fit to my daily activities. By the way, I landed on this post via twitter.

    Jason, the link I entered points to a post with three resources and three videos on twitter (including “The twitter Song”). I hope you enjoy them.

    Best regards,
    @katalink

  • Jason Baer

    Very cool. The asynchronous nature is a plus and a minus. As Twitter continues to grow, I think use of Twitter search and setting up topical RSS feeds, etc. is going to become critical. You miss too much good stuff otherwise!

    Great resources on your link too. Thank you.

  • Jason Baer

    Very cool. The asynchronous nature is a plus and a minus. As Twitter continues to grow, I think use of Twitter search and setting up topical RSS feeds, etc. is going to become critical. You miss too much good stuff otherwise!

    Great resources on your link too. Thank you.

  • Jason Baer

    Very cool. The asynchronous nature is a plus and a minus. As Twitter continues to grow, I think use of Twitter search and setting up topical RSS feeds, etc. is going to become critical. You miss too much good stuff otherwise!

    Great resources on your link too. Thank you.

  • Pingback: Recession marketing, Twitter power and corporate blogging - Top 6 Monday marketing links « Training Marketer

  • http://trainingtime.wordpress.com/ Marie

    Thanks for the comment over at Training Marketer. I think more companies need to realize the power of Twitter when it comes to business. I don’t have any awesome success stories just yet, but love how Twitter (like you said) helps win the 1:1 battle with customers. Great post!

  • http://trainingtime.wordpress.com/ Marie

    Thanks for the comment over at Training Marketer. I think more companies need to realize the power of Twitter when it comes to business. I don’t have any awesome success stories just yet, but love how Twitter (like you said) helps win the 1:1 battle with customers. Great post!

  • http://trainingtime.wordpress.com/ Marie

    Thanks for the comment over at Training Marketer. I think more companies need to realize the power of Twitter when it comes to business. I don’t have any awesome success stories just yet, but love how Twitter (like you said) helps win the 1:1 battle with customers. Great post!

  • http://hip-shots.com/ James

    I put the following out on Twitter, “I’m looking for a contact in marketing at Jott Networks in Seattle. Know anyone there??”

    Within minutes I heard from @JottNetworks, “@jhipkin I do! What can I help you with?”

    I’m pretty sure they weren’t following me so they must have had their search on. Back and forth a couple of times and I had the contact I needed.

    It will be interesting to follow the acceptance of social media in general and Twitter in particular. Will it penetrate the main stream? We will see.

  • http://hip-shots.com/ James

    I put the following out on Twitter, “I’m looking for a contact in marketing at Jott Networks in Seattle. Know anyone there??”

    Within minutes I heard from @JottNetworks, “@jhipkin I do! What can I help you with?”

    I’m pretty sure they weren’t following me so they must have had their search on. Back and forth a couple of times and I had the contact I needed.

    It will be interesting to follow the acceptance of social media in general and Twitter in particular. Will it penetrate the main stream? We will see.

  • http://hip-shots.com/ James

    I put the following out on Twitter, “I’m looking for a contact in marketing at Jott Networks in Seattle. Know anyone there??”

    Within minutes I heard from @JottNetworks, “@jhipkin I do! What can I help you with?”

    I’m pretty sure they weren’t following me so they must have had their search on. Back and forth a couple of times and I had the contact I needed.

    It will be interesting to follow the acceptance of social media in general and Twitter in particular. Will it penetrate the main stream? We will see.

  • http://twitter.com/hollyrae/status/959130816 hollyrae

    twitter ‘done right’ at conferences … http://snipurl.com/4cmcp [www_convinceandconvert_com]

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  • http://www.SuccessWithEFT.com/ Michele Price

    You are so correct!

    I believe that more Companies will see the power of excellent customer service and those are the companies I will not only tweet about but also use as examples when I am teaching and coaching my clients and in my blog,

    So companies beware, do you want to be known as proactive or “going out of business” in this new economic paradigm

    Michele Price’s last blog post..Success For All Tapping 2009-Recording

  • http://www.SuccessWithEFT.com/ Michele Price

    You are so correct!

    I believe that more Companies will see the power of excellent customer service and those are the companies I will not only tweet about but also use as examples when I am teaching and coaching my clients and in my blog,

    So companies beware, do you want to be known as proactive or “going out of business” in this new economic paradigm

    Michele Price’s last blog post..Success For All Tapping 2009-Recording

  • http://www.SuccessWithEFT.com Michele Price

    You are so correct!

    I believe that more Companies will see the power of excellent customer service and those are the companies I will not only tweet about but also use as examples when I am teaching and coaching my clients and in my blog,

    So companies beware, do you want to be known as proactive or “going out of business” in this new economic paradigm

    Michele Price’s last blog post..Success For All Tapping 2009-Recording

  • http://twitter.com/ubervu/status/19566454057 ubervu

    RT @jaybaer: Why Twitter Is the Anchor of the Social Media Team http://tr.im/6e2

  • http://twitter.com/barbchamberlain Barb Chamberlain

    I had a hotel experience in February 2010 that highlights Twitter service done right.

    Making plans to attend a conference in Portland, I was frustrated by a hotel website that told me they had “cardio equipment” but not WHAT type of equipment. (I cycle and wanted to know if they had an exercise bike.)

    I tend not to put out complaining tweets because that's not really what I'm like most of the time, but couldn't refrain from saying something:

    “Folks from Portland: I'm staying @ Hilton next wk for @CASE8. Site lists “cardio equip” in fitness rm. Bike? treadmill? elliptical?”

    (I had already started following people from Portland in higher ed communications so I knew I had some reciprocal followers to tap into with the question.)

    I got a quick response from @Joshua_Roberts of the Portland Hilton, who must have been monitoring since I didn't use the account name @HiltonPortland. He sent me the link (bad web design–pix were accessed via a teeny-tiny Tour/camera icon I overlooked on the home page, and weren't linked on the detail Services/Amenities page where I expected to find them).

    I thanked him publicly right away. The relationship we established came in handy once I was at the conference; I had problems with wifi access and then was unhappy to find out they would CHARGE for access to said cardio equipment (depends on which tower you stay in).

    He took care of everything, and I don't think I would have gotten the same care had I just marched up to the front desk to complain about their policies. (Sorry, Hilton.) When I say something on Twitter I'm saying it in a public, searchable format–I think that's the key.

    In the “karma category” of Twitter responsiveness, I might add that I told Joshua if he ever wants to move to Spokane I'll connect him with people in the hospitality industry here because I was so impressed with his customer service and use of social media use. Good customer service doesn't just pay the company, it pays the customer service person….

    I can't stress enough the importance of Google Alerts in finding mentions of the campus for which I work. People aren't just posting questions on Twitter, obviously–they're off on city-data.com and other spaces asking whether they should pursue a degree on our campus, for example. And on Twitter they're not necessarily using our account name so you can't rely on your @ message box.

    @BarbChamberlain
    Director of Communications and Public Affairs
    Washington State University Spokane
    http://www.spokane.wsu.edu
    @WSUSpokane

  • letstalkandchat

    I just found a great company that builds websites for info products. To keep your costs low, they’ll mentor you on how to create your site, design a marketing funnel (one of the guys works in Hollywood and makes really slick videos), and the other guy programmed Myspace. If you’re looking to have professional web design for your small business and not waste any time or money then check their site out. Check them out: http://www.mikelmurphy.com/easy-info-product-site-system/