In his book “Engage” Brian Solis talks about how savvy businesses use Twitter.
1. Special Offers
We live in the society that is as distracted as it is informed. The trick here is to consisely introduce the value up front. If the offer is compelling and affiliated with people’s interests, the consumer will make the connection to personal value and benefits and click-through to redeem the coupon.
Case Studies:
@delloutlet uses Twitter to send coupons to customers. In just one year, Dell recorded upward of $6 million in sales directly sourced from Twitter.
@caltort (California Tortilla) sends coupon passwords via Twitter which customers must say at checkout to redeem the offer.
2. Ordering
Many businesses are using Twitter to log orders.
Case Study:
@cofeegroundz uses the direct message channel to receive and prepare orders. The company reported 20-30% increase in sales and market share due to Twitter.
3. Word of Mouth Marketing
Some companies use #tweettowin campaigns
Case Study:
Moonfruit offered 11 Macbook Pros and 10 iPod Touches to celebrate its 10th anniversary. In order to quality contestants had to send a tweet using the hashtag #moonfruit. One month following the completion of the contest, Moonfruit site traffic was up 300% and sales increased by 20% (their investment was $15,000). The company also realized SEO benefits, by landing on the first results page on Google for “free website builder”.
4. Conversation Marketing
Some companies “unmarked” on Twitter via conversations and engagement.
Case Study:
@zappos 436 employees use Twitter, including their CEO Tony Hsieh. Proactively sharing company culture and values creates a humanizing effect that invites people to be part of the community, and also acts as a sales driver
5. Customer Service
Companies like Comcast and Dell are paving the way for service-focused organization on Twitter.
Case Study:
@comcastcares is a perfect example of helping customers who are having issues with the product or service. The 10-person help desk not only helps 200-300 subscribers a day, they proactively seek out complaints.
6. Focus Groups
Wisdom and creativity are widespread in social media. Tuning in to the frequency of conversations related to the brand or marketplace can serve as a real-time focus group for innovation and adaptation.
Case Study:
Jet Blue was inspired to change policy because of Twitter. The company eliminated a $50 fee for carry-on bikes after hearing complaints via Twitter.
7. Direct Sales
Case Study:
Brian Simpson (@BSIMI) has helped The Roger Smith in New York monitor dialogue related to hotel stays and travel in order to offer specials in the hopes of attracting new guests. Using Twitter search, he can identify prospects and offer them a 10% discount on the lowest-rate rooms. Simpson estimated that Twitter and other forms of social media have netted $15,000-20,000 in additional revenue.
8. Business Development
Twitter is abundant with conversations that broadcast and echo dissatisfaction with brands and products. One company’s crisis is another’s opportunity. Monitoring conversations related to competitors provides the ability to “save the day” with better service or monetary incentives.
9. Information Networks
Companies can use Twitter to send out helpful alerts and notices to help followers avert problems, change plans, and pursue new opportunities.
Case Studies:
The Michigan Department of Transportation uses Twitter and Facebook to alert friends and followers of traffic and road closures.
Oakland County Parks – to spread the word about events and conduct polls to improve local programs and services.
JetBlue tweets flight delays.
United Linen alerts to delays in deliveries when weather becomes a factor.
10. Dedicated and Branded Channels
Sometimes establishing exclusive channels to share specific information increases signal versus noise.
Case Study:
@forddrivegreen focuses on sustainability, whereas @fordmustang shares content related to the Mustang.
11. Mobile and Geo Location Marketing
Local businesses are using social tools to identify customers within the area to attract new business and also extend the online interaction into a full-blown community in the real world.
Case Study:
If you tweet at @kogiBBQ (Kogi) requesting their presence there is a good chance they would stop by your neighborhood and serve you dinner
12. Hosted Conversations That Generate Traffic and Referrers
Case Study:
During the NBA Eastern Conference Finals between the Cleveland Cavaliers and the Orlando Magic, Turner Broadcasting integrated Twittter into TNT.com. Visitors could log into the site with their Twitter ID and respond directly in the hosted timeline. As such, their tweets not only appeared on TNT.com but also in Twitter, attracting more fans into the site.
13. User-Generated Change
As we’ve seen, in social media tiny online social revolutions can manifest and ultimately ignite change. Several services like Twitition and TinyPetition are dedicated to organizing people on Twitter to call for change officially.
14. Vendor Relationship Management
Case Study:
UK-based Wiggly Wigglers, a marketer of farming and gardeingin supplies, was surprised to learn that British Telecom overcharges the company by $10,000. after 5 months of a stalemate and without any promise or hope of resolution, company took their story to Twitterverse. Within 30 minutes, @BTCare responded with help and 2 days later, the bill was adjusted.
15. Ideation
As we’ve witnessed with My Starbucks Idea and Dell’s IdeaStorm, crowdsourcing ideas can not only be an excellent source for innovation, but also and effective means for establishing goodwill.
Case Study:
IBM uses Twitter to test concepts and solicit feedback and ideas through @ibmresearch.
BestBuy asked Twitter followers to help them decide on a new logo for one of their products.
16. Employee Recruitment
Twitter is a magnet seeking information. Some companies successfully publicize their job openings on Twitter.
17. Events
Organizing and promoting events are natural applications for Twitter. Tweetups transcend online relationships and become real-world connections.
18. Research and Intelligence
A few existing services are dedicated to applying a magnifying lens into the dialogue that leads to insight, direction, creativity. Brands.peoplebrowsr.com and celebrity.peoplebrowsr.com provide real-time insight into the most actively discussed brands and celebrities on Twitter. StockTwits provides an open, community-powered idea and information service for investments.
19. Fund Raising
There are services like TipJoy – basically a PayPal for Twitter – that allows you to raise money for a cause.
20. Words of Wisdom
Case Studies:
@homedepot monitors dialog related to the company but also those individuals who are tackling home projects and seeking tips and instructions.
BestBuy’s @twelpforce has authorized its entire staff of trained employees to seek out discussions related to consumer electronics, home theaters, gaming, music, appliances, technology, and to answer questions, whether or not they are directly tied to the BestBuy brand.