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’s Frederic 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 have 105 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