Using Twitter to Market Your Corporate All-Stars
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The document discusses using Twitter to market "corporate all-stars", or influential employees, to help build brands. It recommends that companies find or cultivate influential employees, connect them with customers on social media, give them independence but also focus their online presence, and provide support and training on active listening. Marketing corporate all-stars can help companies engage with digital elites who often trust employees over executives.
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Social networking has become hugely popular, with Facebook reaching 300 million unique visitors per month and Twitter hitting 32 million users. Consumers are increasingly gravitating towards social media platforms and trust peer opinions over other information sources. Savvy companies should encourage employees to engage authentically on social media to build their brand and help shape perceptions. While companies need enforceable social media guidelines, they should foster discussion and understand that being present in social conversations is important for brands. Marketers that have effectively engaged on social media, like KFC and Domino's during controversies, have seen benefits to being responsive to customers.
Dunkin' Donuts Case Study
Dunkin' Donuts launched its Twitter account in October 2008 to strengthen connections with customers and expand its brand community. The communications manager notes that Twitter allows for two-way conversations unlike billboards, and encourages embracing unknown aspects of interacting with people on the platform.
Flashlight Worthy Case Study
The document outlines six ways that the Twitter account @FLWbooks grew their follower base. These include finding and following other "book people" on Twitter, being nominated for and winning a Shorty Award which provided growth spurts, engaging conversations and retweets with followers, publishing user-generated content on their site and embedding their Twitter feed, and listing their account on sites like WeFollow and MrTweet. The account grew from launching in 2008 with 2 people to over 63,000 followers in just over 6 months on Twitter.
Create More Value Than You Capture
The document is a summary of Tim O'Reilly's Twitter boot camp presentation on June 15, 2009. Some of the main points from the presentation include:
1) The secret of social media is focusing on adding value to communities rather than self-promotion. The more value one creates, the more value the community will create in return.
2) O'Reilly's business model involves amplifying the voices of early adopters in a community to tell a big story. This builds the business by creating even more value for others.
3) On Twitter, one should ask questions that increase the value of their assets through participation and real-time information from customers. Involving customers increases value
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