Positioning & Messaging - Do it Twitter Style
|by Kurt Ballard 12.17.2009|
If it takes more than 140 characters – a Twitter post known as a "tweet" - to explain the value of your product, go back to the drawing board.
Over the last six to twelve months Twitter has gone from an obscure technological novelty reserved for teenagers to a major force in global marketing communications.
How big is Twitter? The Global Language Monitor has reported that the word ‘Twitter’ was the most commonly used word of 2009 in its annual global survey of the English language that tracks words and phrases in the media and on the Internet, including blogs and social media. Business Week estimates 4 billion tweets posted by Twitter users this year. Twitter is big.
How did this happen and why should we care? New information technologies from multiple Web 2.0 channels including Twitter, Yelp, Facebook, YouTube, MySpace, LinkedIn and countless blogs have accelerated the marketing process from a “spray and pray” approach to instantly reaching highly targeted groups with laser precision. Now the real authors of your product story are your customers. Today’s customers opt in by joining groups and following people, companies and products. Still think it may not be right for your product company?
Consider Kodak, a product company by any measure. They accomplished a rapid sales turnaround in recent years by engaging customers through social media and Web 2.0 marketing channels. The Kodak team monitors Twitter regularly. They re-tweet the positive tweets, address the negative ones, and respond quickly to comments. For example, one person tweeted "Thinking of picking up a Kodak Z6" and got more info on the product than he could dream of. Kodak CMO, Jeff Hayzlett believes that “engagement is the new ROI.” You should too.
Here is a five step process any product company can execute to engage their target customers with social media.
Web 2.0 communication marketing can drive value for your products and your company. It offers a new, low barrier to entry and low cost platform to amplify your messages. It can even fund itself. Dell made an incremental $2 million in sales in 2008 by posting deals and special offers on its Twitter site.
If you want a closer connection between your products and customers contact Proficientz and we’ll help you develop a value story to further engage your customers and amplify your message.