Just so you know enough about me to listen but not so much that you get bored, my name is Nate Kartchner; I’m the Social Media Evangelist at Decho, better known as the provider of the online backup service Mozy at Mozy.com. Today I want to talk to you about the value of social media, and how we were able to turn Twitter into a valuable channel for our business. First, I want to tell you a little about my philosophy on social media.
In my experience, value is the currency of social media; the best social media campaigns provide value to both the company and the audience. Before you engage on ANY social media channel, you need to decide a couple of things. First, you need to determine why you’re going to approach that channel. What are you hoping to get out of it? Direct sales? Positive word-of-mouth? You need to decide this. (hint: it helps if you can think of a way to measure it.) Second, what value do you plan on offering your audience in order to achieve your goals? You’ll need to provide a value that matches your desired outcome. More sales? Offer unique discounts through the channel. Better word-of-mouth? Give issues voiced on the channel priority to create a positive, remarkable experience that they can share.
Make sure that once you’ve established values, decide what you’re going to measure to help you determine what success means. To see if your campaign is valuable to you, look at number of sales or number of positive comments occurring on the channel, for example. Similarly, to see if your campaign is valuable to your audience, look at the number of followers you’re adding, or how involved your audience is becoming with your brand. As far as measuring some of these things,there are a host of sites and programs to help you out. In addition, I’ve got a few tracking ideas and schemes, so feel free to hit me up after to talk about it. If you’ve got experience tracking offline advertising, tracking social media has a lot of similarities.
Once you’ve started to get a good handle on how things are going based on your measurements, start to make changes. Think about where you want your campaign to be and then figure out ways to get it there. Try new angles. Throw a lot of mud on the wall and see what sticks. You’ve never figured it out completely, and there’s always something new that can take you to the next level.
Case in point? Mozy.com.
We determined that we wanted a greater share of word-of-mouth marketing in our industry as measured by followers, leading to more sales.
In order to entice people to listen to us, we took a page out of Comcast’s book and decided to offer first-priority tech support via Twitter. We figured we could turn detractors into active evangelists, thus increasing the positive word-of-mouth about our brand.
This strategy worked reasonably well, and from December 1, 2008 (when I officially took over the Twitter feed) to February 1, 2009, we went from 91 followers to about 450 followers- an increase of roughly 500%.
We also got a few mentions in the IT press for our efforts, which helped boost our credibility as well.
Early February I was discussing our goal of trying to get greater reach with the Mozy Twitter account (read: more followers) with a friend (@BigBags), and we came up with Free Account Friday. Essentially we would give away a free MozyHome Unlimited 1-Year account ($55 value) each week to a qualified, randomly-selected entrant. Only two rules were required to win. 1. You must be following Mozy by the time the Friday was over. 2. You must tweet out a specifically prepared message. The message consisted of a proclamation that they had entered the contest and an invitation for others to join the contest by following @mozy and retweeting the message. To generate more sales from the contest, when we would announce the weekly winner, we would also announce a very steep limited-time discount to people who signed up immediately. The idea was to convert some of our new followers into paying customers quickly.
The results speak for themselves. In the first week, the contest generated upwards of 400 new followers, was the #3 retweeted message on all of Twitter, and had over 150 entrants.
Since then our follower base has grown to nearly 6000, and while that growth is slowing a little bit, we expect to have 10000 followers by the end of the year.
We’ve also seen a much higher volume of tweets around our service when compared to our competitors, in large part because of the awareness that the contest has created for our presence on Twitter.
Twitter has:1. Generated thousands of dollars of sales for Mozy.2. Gained Mozy a major Share of Conversation about online backup
Thanks, Blah, blah, blah, I’m a nerd… But a cute one… Blah, Blah, Blah
Mozy's Twitter Success Story
It’s Mozy Free Account Friday!!!<br />Or how one company used Twitter to make a difference in their marketing.<br />
NateKartchner<br />Social Media Evangelist<br />Decho, Inc. (Mozy.com)<br />
Establish Value<br />What do you want out of social media?<br />What will you offer your audience in exchange?<br />