Johnny Cash was often perceived as a hard drinking, hell raisin, authority defying man- which he was throughout much of his life. Yet the true essence of Johnny Cash could be in the fact he wore black on behalf of the poor and hungry, on behalf of “the prisoner who has long paid for his crime”, and on behalf of those who have been betrayed by age or drugs.” Yet perception is reality and like Johnny said “life ain’t easy for a boy named Sue.”
Perception is reality is an unfortunate fact when it comes to naming or branding a product or service. Social media has a history of snappy, silly, cartoon like names meant to inspire a smile rather than a knowing nod. Names like Google, Bebo, Twitter, Facebook, Plurk, hi5, digg, Bit.ly, del.icious, and Orkut do little to inspire the perception of serious business tools.
What would happen if the two largest and most successful social networks, Facebook and Twitter, had serious names?
Facebook aka CRMA
Facebook’s name does little to describe it’s versatility and powerful role as a business tool in today competitive economy. What would the adoption rate and acceptance as a sales and marketing channel be if Facebook was named CARMA? Facebook is one of the most valuable customer relationship management (CRM) tools available today.
Customer: the focal point of every business
Relationship: creating relationships which tether consumers to your product or service
Management: showing up in the network to listen, respond, and offer help
Aggregator: collect and aggregate your brand’s consumers in one spot where they can communicate, find answers, and express their love your your product or services
Twitter aka MUSCLE
Twitter is often perceived as a fad or game due to the perception the name evokes with many potential users. The reality of Twitter is that it is one of the most powerful real time lead generating prospecting tools available today. What if Twitter was named MUSCLE?
Multiple: multi ways to prospect for new customers
Utility: the satisfaction involved in Twitter’s multiple uses
Sales: make offers in real time, close sales
Channel: measurable sales channel with specific etiquette and return on investment
Lead: keyword searches reveal real time consumer conversations providing leads for your company
Equity: brand equity built through real time engagement, service, and offers
Do you have Twitter Sol? If you do then you are utilizing and leveraging Twitter for all it is worth. You are making friends, networking, and making a difference. If you don’t have Twitter Sol you are not being heard, you have not opened lines of communication, you are not leveraging the network, and you are not making a difference- you are just there.
Twitter Status Quo
Most people and companies do not take the time to learn all of the features, functions, and strategies the network has to offer. After a frustrating time trying to blast spam or Noise messages of sales, the final chapter is an abandoned account which creates problems:
Perception: that the company or person did not take the time to learn or engage on Twitter could tarnish the brand in their consumer’s eyes
Listening: that the company or person no longer cares about the consumer’s concerns, stories of using the brand, or problems with the product or service
Communication: even if the company or person listens to the network they no longer have a tool they are willing to use to engage these consumers. Instead they will allow anything and every opportunity to pass all because they established a Twitter account before creating a strategy
Strategy: Do you understand how to leverage Twitter to perform
Prospecting for new clients
Monitoring your brand
Defending your reputation
Measuring ROI via keycodes
Creating a “viral army” of people or companies that will carry your messages forward
Recognizing people and companies via messages
Copywriting hashtag events
Replying directly to your prospects
Follow vs. Follower ratios 1:1
Attract a targeted Following
Segment through list building
Find “Real Time” conversations
Monitor multiple keywords
Engage with prospects
Network with industry-niche Associations, companies, people
Ask for guest post on blogs
Set up meetings
Contact from prospect
Recognition by your industry or prospects
Timing of offer or communication
Right place at the right time
Engage with prospect who do not communicate via email, postal, telephone or traditional channels
Find employees, partners, contractors
Discovered by online media, mass media, different countries or cultures
AnswerBagpublished this deansguide article 5-21-10
Twitter Hashtag events are strategic opportunities to network, communicate, recognize, and launch your brand. If done strategically and properly, your efforts will result in benefits for your brand. But beware. . . there are many mistakes and pitfalls of laziness. We have identified the biggest mistake and the best solution to fix this mistake.
Biggest Hashtag Event Mistake
The biggest mistake made during a #FollowFriday or industry-niche hashtag event is the simple listing of people or companies being recommended:
Best Hashtag Event Solution: Write Compelling Copy
Titles: create titles for people. Wine industry example- “Purple Elixer Fanatics”; “Grape Groupies”; “Bodyguards to the Vine” By creating a catchy title with personality, you embody what people want to be known for on Twitter
Reasons: create copy that describes the reason someone should follow. Wine industry example- “Vine Pro’s Prose” aka a great wine journalist or blogger; “Wine Ambassadors”; “Vine knowledge & patience”
Single Recommendations: the most powerful strategy is to create a recommendation for one vital and important contact you wish to make. Wine industry example- “@ChefChiarello innovative and rustic cuisine that makes a statement, sets the tone, satisfies the soul #FollowFriday (link)”
Edison Research:Twitter Usage In America 2010 produced surprising results and many new findings that shed some light on interesting developments within this growing marketing and sales channel. The following are a number of the interesting findings in the report:
Awareness of Twitter: has exploded from 5% of Americans age 12+ in 2008 to 87% in 2010 (by comparison, Facebook’s awareness is 88%) dg: Twitter awareness is being driven by traditional media outlets losing their grip on breaking news
Regular Usage: despite equal awareness, Twitter trails Facebook significantly in usage: 7% of Americans (17 million persons) actively use Twitter, while 41% maintain a profile page on Facebook dg: Facebook remains the juggernaut opportunity for companies willing to adopt an enterprise wide social media plan
Brands: 51% of active Twitter users follow companies, brands or products on social networks
dg: this statistic alone is a huge signal to companies that people are consuming information on Twitter as an alternative to traditional channels; consequently this shift is a huge sales opportunity and a must monitor channel
Mobile: nearly two-thirds of active Twitter users access social networking sites using a mobile phone dg: this signals the next generation of foursquare based instant real time messaging where consumers check in at a location, companies monitor foursquare, companies quickly make offers to consumers based on location
Income-Education: Twitter users are more likely to live in higher income households and 63% of users have a college degree dg: although the name is goofy and the channel is often disparaged for it’s frivolous number of tweets, the fact remains many intelligent people are leveraging this channel for their business goals
A new report by Edison Research/Arbitron Internet and Multimedia Study shows that “Twitter has now reached the same ubiquitous brand awareness in the U.S. as Facebook” as reported by Readwriteweb.com’sFrederic Lardinois. Twitter brand awareness was a mere 5% of the US population in 2008. Today, 87% of the US population knows of Twitter. Yet the key metric that would propel Twitter as a major marketing and sales channel, usage, remains a paultry 7%. Where is the disconnect?
Twitter: Relevant Sales and Marketing Channel
Twitter claims to have105 million register users as of April 2010. Yet, only 7% (7.5 million) use the site. The hard question: How does Twitter increase the number of regular users to the site resulting in Twitter becoming an accepted and valued sales and marketing channel equal to or more relevant than postal-email-phone channels of traditional direct marketing?
Adoption Conundrum: Where Is Corporate America?
Corporations have waited for the audience on Twitter to grow before justifying their efforts to adopt Twitter and launch a relevant strategy to sell and market their brands. Many consumers don’t want to spend the effort to become regular users of Twitter unless there are perks or bonuses available to them via the companies on Twitter.
Corporate Adoption: Channel Mentality
In order to increase the number of regular users on Twitter, American corporations must begin to view Twitter as a relevant and rich sales and marketing channel. Yes Comcast, Jet Blue, Starbucks, Coca Cola, Target, and many others have adopted Twitter. Yet the predominant strategy for the majority of corporations is public relations based broadcasting. Although consumers like to be heard by their favorite brands, this strategy is not enough to keep them coming back on a regular basis.
Create Value: Build Offer Campaigns
Currently Dell has one of the best sales and marketing strategies on Twitter that is producing 7 figure returns on investment. Here are ideas that companies could utilize to increase their sales and marketing reach on Twitter:
Measurement: begin by setting up key codes to track sales of products and services on Twitter
Offer Campaign: create offer campaigns that provide Twitter users a discount or product advantage over other consumers who are not using Twitter
Ongoing Strategy: maintain an ongoing strategy to provide value offers based on a monthly, weekly, daily, or hourly basis
Signal to Noise Ratio: create a tweet stream with 50% value offers and 50% valuable information important to the consumer audience
Corporations have waited for the audience on Twitter to grow before justifying their efforts to adopt Twitter and launch a relevant strategy to sell and market their brands. Many consumers don’t want to spend the effort to become regular users of Twitter unless there are perk or bonuses available to them via the companies on Twitter.
In past posts we have described strategies for utilizing the Twitter “Favorites” feature. From a repository for research links to a placeholder for prospective clients, the Twitter Favorites feature is a very useful tool. We have found one more use that may be one of the best ways to leverage this feature: testimonials.
Favorites: Twitter Testimonials
Use your Favorites section to hold all your personal or company testimonials:
Showcase: the Favorites section can showcase testimonials about you or your company
Document: by saving testimonials to your favorites section, you are creating a record
RT Resource: after saving your testimonials, you can schedule a time to RT the testimonial later
Thank You: once you have saved the testimonial, you can rely upon your Favorites section as a reminder to Thank the writer of the testimonial
Twitter Lists are an important part of a business strategy if you want to build a viral marketing army, network, give back to your following, or monitor a person or brand. I believe this is a long overdue and over looked method of using Twitter lists: The Facebook strategy
Premise: Twitter Lists for Facebook
The premise here is to build a list(s) that showcases Twitter users that have Facebook business pages.
Twitter List for Facebook: Strategy
Announce: broadcast you have a great Facebook page and ask your followers if they have a Facebook page they would like to share
Collect: collect and record the Facebook urls people provide to their business page
Segmentation: separate and segment your Facebook lists by industry, niche, customer, consumer, prosect, affiliated business, geographic, associations and other filters pertinent to your business
Gratitude: build your lists much like the gratitude lists that keep popping up, a list that showcases Facebook page urls provide value
List Message: when naming your list fill in added description box with the instructions-”Tweet ur Facebook page url for followers to see”
Requirement: only list those people or businesses that have a Facebook page and require that person or company to tweet their Facebook page url at least 1x per week
Twitter List For Facebook: Benefits
Resource: a list of Facebook page owners available to your following
Networking: list to help others become fans and connect with other Facebook business pages
Research: another place to find Facebook pages that contain research information
Monitor: help people or companies monitor other brands
Eliminate DM: if enough people adopted this strategy, it could render the useless spam DM announcing a Facebook page url
#FacebookFri: adopt a new hashtag event that allows people to recommend their favorite Facebook business pages- more on this tomorrow
Twitter lists are an important strategic tool that allows users to completely leverage the power of the most influential lead generating social network available today. The following is an outline of one of my Twitter list strategies.
Twitter List Strategy: Monitor
Prerequisite: In the Monitor strategy, the Twitter user should already have built a number of lists that segment the people and companies they follow. These lists would include prospects, industry peers, organizations, affiliate business partners, networking partners, and customers.
Monitor Strategy: Premise
The idea or premise behind the Monitor strategy is to set up a number of lists, or parts of current lists, that provide an effective monitoring tool for the user. The key to this strategy is the fact that Twitter users are NOT required to follow the people or companies they are listing.
Monitor Strategy: Benefits
Monitor: Twitter users may monitor a person or company by placing them on a list without the requirement of following them in return
Follow to Follower Ratios: without the requirement of following, Twitter users can keep their Follow vs Follower ratios 1:1
Perception: with your Twitter Follow vs Follower ratios near 1:1 you or your company will NOT be perceived as MLM spamming or hard sell sales pitching
Research: monitor competitors, industry leaders, consumers, customers, or breaking news agencies to learn and document your niche
Stealth: by NOT following your monitoring target, you do NOT show up on their radar helping to remain private in your observations
Cloak: Twitter users can hide or cloak lists by “locking” them. Locking your list will keep it private to you and away from your competitors’ prying eyes
What’s in a name? For human beings names often lead to derision, ridicule, or jokes. If you were a young boy named “Sue” your name, as Johnny Cash said, could lead you into fights. Or it could be worse for “Sue”: he would never be taken seriously. In the case of microblogging sensation “Twitter” what’s in a name may have created a perception they never wanted.
“Twitter” is one of the most vibrant “new media” Sales and Marketing channels available today
Twitter: What’s in a Name and the Perception it Creates?
Webster’s defines the word “Twitter”as “to talk in a ‘chattering’ fashion” or “to utter successive chirping noises”
“Twitter” the name creates a perception of a social network that is more toy than major business tool
Twitter’s micro-blogging platform of short 140 text like messages lends the perception it is designed for Gen Y Millennials
Twitter’s micro-blogging platform of short 140 character messages lends the perception it does not provide enough space for detailed communications
Twitter’s micro-blogging platform lends to the perception that it is ultra fast which in turn creates the perception that it is more frivolous communications than relevant business communications tool
Twitter’s Favorites section is a fantastic repository for you to save valuable research links, commentary from people you follow, proof that your efforts are working, or as a space to hold all relevant testimonials for your product or service. With all of this value that the Favorites section has to offer there is a dark side– a very dark side.
Beware of these Favorites Problems
Favorites can not be hidden or locked
Favorites can be accessed by the public like your tweets
Favorites can be mined and scrutinized by your competitors
Favorites can, if you favorite the “right” information, give your competition hints to your future plans
Favorites can showcase your prospects or current customers
Favorites can reveal the types of research you are examining
Until Twitter provides privacy or a locking option for your Favorites section, beware that what you place there can be used to evaluate your efforts.