Written by Tom Cross @techtionary
I gave a talk on Twitter at Rockies Venture Club Hyperaccelerator. This is a week-long effort to help startups understand everything they need to do to not fail or at least not fail as fast. I do the Twitter for @rockiesventure which topped 10K (click on image to follow RVC) this week. The reaction from the audience went from skeptical to being annoyed at even the idea. Now I can’t change their hearts and minds about Twitter but maybe, just maybe get them to understand marketing in terms that most of them were male – sports. Coaches of nearly all sports use “playbooks” to guide their team hopefully to victory. There are hundreds of plays like marketing plans, coaches and marketing leaders try as many as they can. Some work though many don’t because the other team (like customers) change their mind, are fickle or just don’t play the way you want them to play. In addition, sports teams like customers change every year or even everyday with new ones being added and old ones retiring changing the game landscape (marketing) in ways no one can understand. One must also realize that any playbook or marketing plan needs to change as often as customers do. In the end, my class was successful from my perspective as like President Trump is doing with Twitter allowing companies to connect directly to their customers and supporters.
Here is the summary of the slides below –
- If you still ask “why” Twitter, the answer is both easy and hard.
- The easy answer is – it is the new way to connect with your customers and provide customer service as they don’t complain by just calling you they increasingly complain via Twitter with the famous hashtag #fail which can go viral.
- If you think it is just for promoting your corporate blogs and blather, you are likely missing out on how customers really feel about you, this is the hard answer because customers just buy from someone else.
Use as a guideline but the must-haves are 1-strong thought leadership, 2-stronger calls-to-action and 3-persistent constant delivery.
1 – #1 it is a social network, not a broadcast network, people want to feel listened to not just talked down to.
2 – Write compelling customer-centric “thought leadership” guiding them on ways to improves their lives, not just about your solutions or views.
3 – Write compelling CTA-calls to action to get them to not just listen but act.
4 – Engage-engage and engage more with others not just post your own “selfies” though as often or always add a pic, gif, or video to your post.
5 – Like exercise do it daily and it’s a marathon, not a sprint – no just once and done and certainly not use tools. While stair master can help with exercise, you still have to walk-the-walk yourself.
6 – Lift all boats, helping others helps you.
7 – Cross post on other platforms – realize your customer may be elsewhere.
9 – Integrate all website content and have an overall thoughtful content in all formats and platforms.
9 – Use an EDCAL-editorial calendar to manage and coordinate content over the year.
10 – Remember followers also have followers and so engaged with all.
I don’t pretend to have all the answers or know-it-all. My mom gave me a business card a long time ago and it said, “if you think you know what’s going on, you’re probably full of sh–.” Alas, I do help clients grow their Twitter presence and believe it works it if you work it right like above. Thought leadership, CTA-call-to-action and constant promotion works for Starbucks, McDonald’s and others. Even Google is advertising now as they want to expand their own piece of the swamp.
Here are a few slides from the presentation and click on any for the complete presentation. If you like I will walk you through it or at least answer any question if you email me and we can setup a time to talk on the tele or Skype. I have proven clients and references or if you prefer you can also contact @evankirstel he can help you as well.