Is your organization using Twitter to engage with customers, obtain product feedback, and coordinate communication about new product releases? Should they be? While some traditional marketing teams are still avoiding or possibly dabbling in Twitter, others are jumping in and and building value for their customers. As Twitter and other forms of social media become more prevalent in our society, it’s likely that how we value software investments and elicit requirements for products and services will evolve too.
With that in mind, I’m excited to introduce you to Melissa Hourigan today. She shares her expertise on how companies are using Twitter to engage with customers and build better products.
Melissa has spent the last 12 years in high-tech PR with a focus on emerging technology and start-up companies. Through the course of the last two years, she’s found a need to increase attention on the benefits of social media for communicating a company’s message but also connecting directly with end-users. You can find Melissa on Twitter (of course!) @MelissaHourigan. She also hosts a blog on PR for Start-Ups, is a partner at DigitalIdeaMedia, and was instrumental in getting the MediaOnTwitter site off the ground (and keeping it there).
The value in Twitter
Q: There’s a lot of talk about Twitter these days. What value are individuals finding in Twitter?
A: Twitter essentially is helping to make it easier for anyone to broaden their network and better understand how people connect, communicate and share what is of interest to them. Individuals have a greater opportunity to engage by listening and responding through a tool that really forces you to get to the point. I personally have found that I can connect with others who have common interests in a way that wouldn’t have been possible through traditional networking.
Using Twitter to engage with customers
Q: Can you explain a successful model of a company using Twitter to engage with customers?
A: There are the classic examples like Comcast, JetBlue and H&R Block who have helped build best practices for others to observe and replicate. I would also have to say that the smaller companies, specifically in the tech space, have really begun to understand the value of monitoring to help boost the relationship with customers and prospects. I really like what Spud Brothers is doing. Spud Brothers, a Boulder establishment known for the World’s Greatest Fries, sends promotions using a combination of Twitter and SMS to draw interest from consumers who love the fries. The campaigns are obviously done on a local level and in a town where Twitter is a big hit but what makes it unique is that the interactions are authentic and genuine. I think companies need to be careful about sounding too scripted or overusing Twitter as a newsfeed. At the end of the day, it is about relationships one-to-one and one-to-many.
Q: Where do you see the potential for companies to engage on Twitter? Is this for specific types of companies, products, services, etc?
A: I think companies from all industries can benefit from having a group of people monitor Twitter and engage in the dialogue. What is important is that companies commit. This is like a friendship. You don’t just chime in when it is convenient for you. Relationships are reciprocal and if you want a following, you need to show interest, engagement and interaction. I work primarily in the tech space and see a huge opportunity for companies to use Twitter as an extension to their customer support, recruiting and thought leadership programs.I am of the mindset that anyone who doesn’t see the value of Twitter, probably has challenges with networking in general.
Companies are putting their brands at risk if they aren’t factoring some level of Twitter strategy. I can think of an example where SalesForce had an outage and Twitter was blowing up with complaints and discussion around the outage. The only voice not involved in that discussion was SalesForce. That situation presented a perfect opportunity for SalesForce to be on top of the conversation and explain the situation. I know that the company has done some really interesting things since then but thought that was a missed opportunity.
Using Twitter to build better products
Q: I see a lot of negative product feedback on Twitter. How are companies using this insight to build better products or experiences?
A: This is actually one of the best ways for companies to respond. We all know that given any opportunity, people are more likely to complain versus praise in a public forum. By listening to the negative feedback and having the courage to respond in a public setting, companies can actually demonstrate a commitment to customer satisfaction versus just saying it on their marketing materials. Not only is this a great way to solicit advice, it is also a way for companies to engage with these individuals for future feedback or focus group-like activities.
I work with several companies that make it a point to respond or pay close attention to the comments made about them publicly. This information is invaluable to companies as before, people would just share these experiences with friends in conversation. It is a double-edged sword. On one hand, you hate to draw attention to a negative experience however, if you choose to ignore the comments, your competition might view the negative feedback as an opportunity to reach out with their own services or offerings. It is up to the vendor to take charge and view this as a chance to engage on a deeper level and improve the experience.
Q: How have you seen companies use Twitter to help communicate product launches or releases?
A: I think one of the most interesting ways I have seen companies use Twitter for product releases is to get alpha and beta users through Twitter. Often times, it is those on Twitter who have a curiosity or interest in being the first to know. This presents an ideal scenario to enlist early testers and get them to promote their involvement or experience using Twitter.
Companies themselves should never rely on their own Twitter aliases to promote a product launch. People want to hear from those that are using it, writing about it or talking about it outside of the company itself. When planning a product launch, it is a good idea to identify those influencers early, let them know what you are doing and then promote on Twitter as the product release gets closer. Trust is a big factor on Twitter, you are more likely to trust news about a great product from a friend or influencer than just the company itself. That is not to say that the company shouldn’t promote its releases on Twitter, but it should consider others in the process.
What comes after Twitter?
Q: What’s the next thing in social media that will change how companies engage with their customers?
As more and more companies get transparent and open up the conversation without filters, we will see customers and brands getting closer. Customers have a bigger voice than ever before and often times can influence others more so than traditional media. As companies get more active in the social web and adopt social tools on their sites, we will see smarter decision-making, less money wasted, new advertising models emerge that are interest-based versus demographic-based and people versus companies connecting with their customers.
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By Laura (Brandau) Brandenburg. Laura Brandenburg is an independent business analyst consultant. She is passionate about the BA profession and is committed to contributing by supporting this blog as a forum for business analysts to build on each other's experiences. View more blog posts by Laura (Brandau) Brandenburg |
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