How to: Integrate Social Media in Business Using Twitter (Part 2)
So you’ve seen the benefits of Twitter and now wanting to be part of the Twitter community but have no idea how to? If you’re absolutely new to Twitter, check out this step-by-step video on how to create your very own Twitter profile for your business:
Congrats with your Twitter account! With that covered, we will now be looking at some real life implementations on how business have use Twitter to their advantage:
Levi’s knew what they wanted to do and achieve with Twitter. They wanted to target the young male demographic which eventually led towards hiring Gareth as the @levisguy to share behind-the-scenes stories at Levi’s events and updates on new products.
Why is that so significant? Levi’s knew what it takes to create a bond, a connection with their fans. By hiring someone in the same demographic, he will be able to speak the same language the fans speak, allowing him to spur conversations about topics that matter to them, such as the latest fashion trends – without being awkward.
2. Dell Outlet
Dell understood what they need – they need a tool to get the word out fast due to their nature of business. They went on Twitter and have not turned back ever since. On Twitter they realized that people are interested in talking to them, asking questions and sharing their experiences, both good and bad.
“Offering relevant information that people are interested in is key.” – Stephanie Nelson, Dell (Austin)
With that, Dell now concentrates on interacting with people while keeping deals to a minimum to avoid spamming. Those are not ordinary deals though, they are exclusive, Twitter-only deals which has received very positive response having booked more than $3 million in revenue attributable to its Twitter posts. They minimized promotions with their followers in mind but offered exclusive deals whenever a post is due – 2 birds in 1 stone.
This is perhaps my most favorite integration of Twitter in a business! Unlike other examples, CoffeeGroundz is an independent coffee shop in Houston that sells a variety of locally roasted coffee, tea, pastries, sandwiches and the likes. Being new to Twitter, it took J.R. Cohen (General Manager) awhile to grow the number of followers on Twitter organically – and that changed everything.
Cohen took Twitter 1 step further by asking his followers from Houston to “come into the store and ask for J.R.” He will then take the opportunity to meet with each and every patron who asked for him by name! He created an opportunity to strengthen his bond with his followers, going beyond mere online interactions.
“This is what social media is meant to be.” – J.R. Cohen
What makes things even more interesting is that in 2008, one of CoffeeGroundz’s regular customers requested to place a ‘to-go’ order for a breakfast wrap. It is argued that Sean’s request for an order ‘to-go’ was the first of its kind on Twitter. And because Cohen is an avid user of Twitter, was able to reply quickly to Sean’s requests. With this reply, he implemented a whole new way to place and receive an order online, reserve tables and book the place – through Twitter’s DM service. How awesome is that?
4. DiGi Telecommunications
Sad to say that there are only a handful of great Twitter integrations in business back here in Malaysia. Businesses here seem more inclined towards Facebook but here is one that caught my attention – DiGi is seen using Twitter primarily to receive feedback, complains, questions and to provide support to their customers. In some cases, I was told that DiGi also offers special compensations and exclusive offers to dissatisfied customers on a case-by-case basis.
Apart from that, it also acts to humanize the brand by interacting with their followers by posting birthday wishes and replying to what others are saying about the brand which definitely adds a human touch to the brand.
Hopefully the above examples are able to give you some idea and insights on how you can get started on Twitter. Remember that it takes time to get it right so don’t be too worried if you’re doing it wrong or disappointed with the initial results.
If you’re sitting there thinking that Twitter is not suitable for your business
or your customers / prospects are not on Twitter and never going to be on Twitter, you should really take 4 minutes off your time to check out this video:
On the other hand, if you are having trouble thinking of running out of things to Tweet, I recommend reading this post here by @AskAaronLee, a social media addict with tons of experience and things to share about Twitter. I’m sure his post will help you just fine :)
Do you have an example that you would love to share? I would most definitely want to hear from you!
Its funny because I sent digi a tweet and they didn’t bother to reply me as well. Bad marketing perhaps? I was clearly interested in getting an iphone 4 but no replies makes me questions their marketing on twitter. I tested a few companies on twitter. 3 that I am most impressed are
1) Air Asia
I travel a lot so its a great thing that they are replying to help.
Hey Aaron, wow, that’s pretty strange as I went asking around and chatting up people and found that DiGi was one of those that actually respond and listens to conversations. Seems like they are very inconsistent on their social media efforts.
As for Air Asia, i heard that their Facebook page performs better while Twitter can be ‘abandoned’ at times, although Tony Fernandez makes up for that pretty well. Hmm.. looks like Malaysia still need to buck up on social media efforts.
I was looking high and low for someone performing like Coffee Groundz but yet to find anything.
Thanks for the additional insights! They are very, very valuable :)
Indeed Air Asia is doing a great job on facebook. I don’t think anyone can beat them on facebook customer service.They check and respond to all the comments every 1 hours to 2 hours max.
While MAS really have a tough time on their page. They usually reply every 10 -12 hours and only selected people. Its really disappointing.
Oh! i forgot to add, I think people are connecting with the wrong Air Asia customer service, people should contact their customer service twitter account and not the main one if they want a faster reply on their comment. I contacted their customer service account.
As for coffee groundz, I don’t think anyone can beat them yet. Maybe in the future? :)
Ah, maybe that’s why! Thanks for the tip! I’m assuming that the customer service twitter account you mentioned is @askairasia? My guess is that the same team managing the Facebook page manages @askairasia too, hence the quick response time.
Strange enough, they actually do not provide a link to the customer service account on AirAsia.com and interestingly, the number of followers is no where near the main account (@AirAsia) despite it’s good service – looks like the consumers are more tuned in to offers and discounts. That’s sad to hear about MAS. The turnaround time is long enough and it’s only for selected people? I wonder where they are getting to.
And yes, I would love to see somebody running a concept similar to coffee groundz here in Malaysia. If there is, they already have a customer here! :)