Communications news and views, from Starcom Australia
Monday, March 23, 2009
Friday, March 20, 2009
Twitter...a Marketing tool?
Last week at the Sydney AdTech conference I attended the Twitter session (actually as did many of my peers, it was without question the most crowded session I attended). So yes it seems Twitter has finally gained some traction in Australia.
I've been on Twitter since late 2007. Up until early this year, I will admit to being a bit slack on the tweet front. I'd perhaps tweeted about 20 times. As with much of what I do on the internet, I adopt this behavior to learn from just as much as to participate (no really!). But enough about my personal twitter use now.
I have to say, as much as I felt like a laggard, I did get a lot out of the session. My initial thoughts were...not really a Marketing tool. After the session my opinion changed. Why? Firstly, there were some convincing case studies (even Telstra BigPond is on board, who knew). Secondly, post the session I have easily been able to apply the how and the why to many other brands - in my mind rather than in practice I must admit.
Let's take James's problem with advertising locally. Let's meet his brief with a Twitter response.
- James's client (I am making this up), is an independently owned fruit store in Brisbanes New Farm
- This is a small business run by a man with a big personality
- Said man has loyal customer base but they are not visiting frequently enough, choosing to pick up much of their fruit and Veg at the Supermarket
- Using twitter, he decides to set himself up as ContheFruiterer
- Con begins to tweet about all the delicisous, in season produce arriving to his NewFarm store daily
- He uses his big personality to his advantage and is clearly authentic in his tweets
- In the shop he begins to banter with his customers about Twitter and encourages them to join and follow him
- In turn (in time), his customers begin to become aware of what's new/fresh/in season and when and also what he has on sale for limited time periods - even special deals for those following his tweets
- After building up his 'followers' Con realises it's time to take it to the masses
- Next step sees Con using geographical targeting tools to eDM local families and businesses about his great Twitter adventure
- Cons loyal base begins to enjoy 'being in the know' and even coming in more frequently
What's your Twitter strategy?
I've been on Twitter since late 2007. Up until early this year, I will admit to being a bit slack on the tweet front. I'd perhaps tweeted about 20 times. As with much of what I do on the internet, I adopt this behavior to learn from just as much as to participate (no really!). But enough about my personal twitter use now.
I have to say, as much as I felt like a laggard, I did get a lot out of the session. My initial thoughts were...not really a Marketing tool. After the session my opinion changed. Why? Firstly, there were some convincing case studies (even Telstra BigPond is on board, who knew). Secondly, post the session I have easily been able to apply the how and the why to many other brands - in my mind rather than in practice I must admit.
Let's take James's problem with advertising locally. Let's meet his brief with a Twitter response.
- James's client (I am making this up), is an independently owned fruit store in Brisbanes New Farm
- This is a small business run by a man with a big personality
- Said man has loyal customer base but they are not visiting frequently enough, choosing to pick up much of their fruit and Veg at the Supermarket
- Using twitter, he decides to set himself up as ContheFruiterer
- Con begins to tweet about all the delicisous, in season produce arriving to his NewFarm store daily
- He uses his big personality to his advantage and is clearly authentic in his tweets
- In the shop he begins to banter with his customers about Twitter and encourages them to join and follow him
- In turn (in time), his customers begin to become aware of what's new/fresh/in season and when and also what he has on sale for limited time periods - even special deals for those following his tweets
- After building up his 'followers' Con realises it's time to take it to the masses
- Next step sees Con using geographical targeting tools to eDM local families and businesses about his great Twitter adventure
- Cons loyal base begins to enjoy 'being in the know' and even coming in more frequently
What's your Twitter strategy?
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