Conventional traditional paid media is dying a quick death. The old discussion of targeting consumers and buying their attention in :30 second increments is over. Twitter may be the ultimate media for the attention deficit consumer who has suffered media overload for the last 30 years. When used correctly, you can make a million with 140 characters. You just have to follow the lead of the Dell Outlet:
Out next week, but wanna welcome all the new followers based on news Dell sold $1M thru Twitter. Happy Holidays to all!
Releasing deals, one at a time to opt-in followers created a new way of connecting intimately with people who want to buy their products. It’s that connection that is the secret sauce of new media marketing in a web 2.0 world.
Traditional conventional media depended on repetition with a twist to keep it interesting. How many versions of “Hi, I’m a Mac, Hi, I’m a PC” have there been? If we tweeted the same message over and over, we’d have no followers in no time.
Social media requires an opt-in relationship, meaning it’s only going to last as long as you keep providing value. Many companies talk about their “commitment to the customer” but- what they need to be evolving to is a “commitment to the community.” Defining and nurturing that relationship isn’t a part-time job to hand to the intern either- just see what happens when a relationship is done right: Robert Scoble (who started at Microsoft and grew a community that would stay with him instead of M$)
Obvious communities are Apple users, Harley riders and Oprah followers. But when you look at how Nike took the solitary sport of running and turned it into a global community with their Nike+ technology, you start to see that opportunities to build community abound.
Twitter is a way to tie your company into a community in real time. Not having to wait weeks to produce an ad and get it out into the marketplace can be a powerful tool to out-maneuver your competition.
There are a couple of posts about Twitter from Rohit Bhargava of the Influential Marketing Blog:
The 5 Stages Of Twitter Acceptance
(I’ve copied the image text into the alt text so that this searches properly and is accessible- click on the image to get his 5 stages in computer readable format.
His other post:
9 Ways To Make Twitter More Useful For You
Is well worth reading as well. The 9 ways- without their full descriptions to tease you to click on the link:
- Listen to conversations in real time.
- Track emotion moments.
- Get link love.
- Reach unreachable people.
- See what’s popular/important
- Introduce more people to your personal brand
- Get quick answers.
- Optimize your event attendance.
- Read instant feedback.
There are more ways in the comments, including: build relationships with leaders in your field, track customers and competitors, but, most importantly- connect with a community.
Here is the final word on why Twitter is neither a marketing shotgun or rifle- those analogies are just as dead as the idea of conquering customers in a war for market share. You don’t buy market share, you don’t win it- you earn it, by building relationships with real people, one-on-one, in real time.
If you want to follow my thoughts on marketing- long and short, you can follow me at http://twitter.com/thenextwave.