Tag Archives: Twitter

Mar 03

A few weeks ago I watched on Twitter as a marketer committed social media suicide.

Within hours after someone tweeted about having a severe, nearly fatal allergic reaction, she received a marketing message from a company that sells non-allergenic products. So far, so good. The marketer had obviously set up a search on the appropriate term and used the information to reach out to a potential customer.

Unfortunately, the marketing message was poorly targeted and offensively presented. Not only was the recipient angry at the clumsy overture, she responded in such a way that everyone reading her tweetstream would become aware of the problem. The marketer garnered some bad publicity for his company.

Then, instead of apologizing, the marketer made a bad situation worse by defending his actions. The potential customer has now publicly vowed never to use the company’s products, and she has told a number of people about the problem. More bad publicity.

Three lessons from this marketing debacle:

1. Search terms are not enough.
If the marketer had actually read the tweet, he would have known enough about the situation to avoid offending a potential customer with mistaken assumptions. If you are selling cat toys, for example, don’t try marketing to someone who has tweeted either “I hate cats” or “My cat just died.” Either one is likely to be unproductive at best.

2. Social media messages are not ads, they are personal conversations.
The strategies that work well in a print or TV ad don’t work in door-to-door selling—and social media are much more akin to direct sales. Always remember that you’re talking to an individual on her own territory. Be respectful, friendly, and aware of her feelings.

3. When you’ve angered the customer, apologize.
Arguing with the customer’s reaction just makes matters worse. It’s okay to explain that you didn’t intend to be insensitive, but apologize sincerely for having caused offense. This leaves the potential customer in a forgiving mood, and you may make a sale anyway.

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Jan 28

Picture 3

This the fourth and final part of our Trends for 2010 tips. Today, I’m focusing on five rules to help you leverage technology to add to your trade show success.

1. Online is not an add-on.

The virtual component must be integral to every step of your trade-show planning.  Select the best online communities to reach your customers. And maintain your brand voice and image in every message.

2. Accessibility is key.

Make sure your trade-show web page is optimized for all the browsers, including those on smart phones. The design that looked great on Internet Explorer may be unreadable on a Droid.

3. Make your message move and speak.

Use web video, still images, and podcasting as well as text. Multimedia approaches engage more of the user’s attention. Live feeds from your booth can extend your trade show message to customers around the world, and YouTube videos can make it accessible months or years after the event is over.

4. Update often.

Keep your customers coming back to check for more. Good content may be news and links, helpful tips, community-building, or just the sense of a warm, engaging person as the face of the company.

5. Listen as well as talk.

Twitter, Facebook, and blogs offer almost instantaneous feedback on what’s working and what’s not. If a member of your booth staff was rude to a customer, you can be sure the news will be all over Twitter in five minutes. Monitor the Internet and the Twitterverse with automatic searches, and respond instantly to any problems.

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Jan 21

These days when you’re comparing trade shows, you have a new factor to consider: whether the show offers an integrated platform for social media. These platforms, such as GoExpo and ChirpE, help link exhibitors and attendees in a new and exciting dimension.

When you consider these platforms, ask yourself the following six important questions:

1. How does the software bring together attendees and exhibitors?
ChirpE works by  integrating familiar applications and services, such as Twitter, LinkedIn, and FacebookGoExpo is proprietary, but offers newsletter capabilities and maps of the floorplan so attendees can easily find your booth.

2. What’s the learning curve?

You may not have much time to learn to use the interface. A well-designed, intuitive system should make things much easier.

3. What usage metrics does the software offer, and when are the results available?

Measurable effectiveness is vital. Look for software that gives you clear, targeted reports in a reasonable amount of time.

4. What support is offered?

In the midst of a busy trade show, you need reliable service. Find out what kinds of support are available and what the downtime is.

5. How about data format and backups?

If the software allows you to gather names for your mailing list, you will need a way to save that data—and in a format that lets you use it later.

6. What is the privacy policy?

You may be entrusting important company data, from customer lists to passwords, to a third party. Make sure the information is secure.

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Jan 14

What’s ahead for trade shows and other marketing efforts in 2010?

Last week, I referred you to the StrongMail “2010 Marketing Trends” survey which polled more than 1,000 business leaders across a wide range of industries about their marketing plans for the upcoming year. This week I’ll continue reviewing the trends.

Trend: Everybody is jumping on the social media bandwagon. A whopping 59% of surveyed companies will be increasing their social-media budgets. How many will be spending less? A mere 3%.

Social media has become the new essential tool for marketing.

3 things this means to you:

1.  Choose the right social networks. Twitter covers almost every audience. Facebook and Myspace pages work best for products with consumer appeal. LinkedIn groups are most appropriate for BtoB marketing.

2. Stay on message. The speed and flexibility of social media can be a huge advantage, but it can also be a pitfall. Set clear guidelines for all communications, and review the messages and results regularly.

3. Use social media to support trade show exhibits. Twitter, Facebook, and LinkedIn can allow you to increase the effectiveness of your trade show appearances. You’ll reap great benefits when you integrate social media into your overall marketing strategy.

“Twitter: Best Practices and Tips”
If you’ve felt like tweeting for quite some time now, but didn’t know where to start, this guide is for you.

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Jan 07

In November the StrongMail “2010 Marketing Trends” survey polled more than  1,000 business leaders across a wide range of industries about their marketing plans for the upcoming year. For the next few weeks, we’ll be discussing those trends and giving you tips to make them work for you and your company.
Trend: For almost everyone, marketing budgets (particularly tradeshow budgets) should hold steady or increase. At 48%, more companies will be boosting their budgets than just keeping them the same (41%). A mere 11% of executives said they were allocating less money for marketing. With the economy on the upswing, marketing efforts can make a huge difference now.

What this means to you:
•    Spend smarter, not harder. Make the most of the budget you have by careful targeting. Invest in the trade shows that are likely to give you the best return.
•    Make new friends, but keep the old. In terms of profit, an established customer is worth from five to seven times what a new customer is worth. Send your current customers special invitations to come to your booth. Show them how much you appreciate their loyalty.
•    Out of sight doesn’t have to be out of mind. Maintain the connections you make at trade shows with targeted emails, Twitter, LinkedIn, and other social media.

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