Daily Archives: May 3, 2011

Ways Twitter Can Build Brand Loyalty.

Source: http://t.co/m4zWf5P

A social platform like Twitter isn’t a sales driver; it’s a far subtler marketing tool.

The public doesn’t like to be harangued with sales messages when they’re socializing. They don’t want it in the pub and they don’t want it online.

But Twitter still has an immense value, even if it’s hard to measure. It’s superb for building brand loyalty, as long as you approach it in the right spirit.

Last year, a U.S. study by Chadwick Martin Bailey and iModeratefound that 79 percent of consumers who follow a brand on Twitter are more likely to recommend that brand compared to before they followed them.

It’s hard to put a price on that kind of word-of-mouth publicity and shows the value of having a popular Twitter identity.

So, here are my five top tips for building brand loyalty through Twitter.

Tweet Something Worthwhile

This is a basic tip, but it’s sadly often overlooked. What will your corporate Twitter account actually say and will it be anything that people want to read?

You’ll never follow a brand that relentlessly churns out marketing messages, even if you like the actual product or service. Who would?

Some brands also retweet every favorable mention of themselves, which is fine in small doses but gets a bit tiring if they are constantly bringing these tweets to your attention (price comparison websites are particularly bad for this).

Every message you post should provide some value for the reader, unless it is such good publicity that you simply have to share it.

On the occasions that you do use Twitter simply to blow your own trumpet, make sure it’s for something impressive — think major donations to good causes or winning industry awards.

Anything less and you just look a bit desperate and a bit corporate, which won’t result in brand loyalty.

Valuable tweets might include links to interesting, relevant articles and blog posts; research and statistics you’ve uncovered; expert commentary on industry events; discounts; offers of freebies; and relevant news.

  • What’s most important: The two most important words here are value and relevance. Deliver both and your Twitter feed will be a success.
For More Information: http://t.co/m4zWf5P

AT&T Launching Groupon Competitor

Source: http://t.co/RzWyyhI

Add another big player to the list of Groupon competitors: AT&T.

The telecom giant Monday began pre-registration to consumers in Los Angeles, Atlanta and Dallas-Fort Worth for a service via the company’s yp.com that will send daily deals to consumers. The company is offering $10 toward the first Deal of the Day for those who sign up through May 22. The service is expected to go live in a few weeks.

Spokeswoman Dawn Benton says that initially the deals will be sent to users via email, but over time they will be broadcast to mobile phones as well. Benton says that the move is a “natural evolution” for AT&T. “Our Yellow Pages is a trusted brands that millions already turn to,” she says.

AT&T’s not the first to eye Groupon’s business, which has put the company on track for an IPO possibily in the $25 billion range. Google just got into the daily deals business itself with Google Offers and other major players, including Facebook and Groupon’s biggest pure-play rival LivingSocial. AT&T’s ShopAlert also texts information about nearby deals to consumers in Chicago, Los Angeles, New York and San Francisco.

Image courtesy of Online MBA.com


Twitter To Buy TweetDeck

Source: http://t.co/fIq8OJb

Twitter has acquired TweetDeck, we’ve heard from a source with knowledge of the deal, and the transaction will be announced in the next few days. The $40 million – $50 million purchase price includes both cash and Twitter stock, says our source.

In February we reported that an acquisition of TweetDeck by Bill Gross’ UberMedia was all but done, in the $25 – $30 million range. And that deal was in fact all but done. But Twitter quickly provided an unsolicited counter offer, and TweetDeck was in play again. TechCrunch EU has the full story on how that played out.

This deal is defensive for Twitter, say all the sources we’ve spoken with over the last couple of months. They simply couldn’t allow UberMedia to have so much market share in this space. The company has acquired UberTwitterEchoFonand a number of other Twitter-related startups. Adding TweetDeck to the UberMedia stable of products would give them too much leverage over Twitter, say our sources, and so Twitter made a strong defensive bid to disrupt the deal. Which succeeded nicely, apparently.

TweetDeck image
Website: tweetdeck.com
Location: London, United Kingdom
Founded: July 4, 2008
Acquired: May 2, 2011 by Twitter

TweetDeck is an Adobe Air desktop application, currently in public beta, that looks to capture the abundance of social media and display it in a unique columned user interface.

In recent months there has been an explosion in social media with…Learn More

Twitter image
Website: twitter.com
Location: San Francisco, California, United States
Founded: March 21, 2006
Funding: $360M

Twitter, founded by Jack DorseyBiz Stone, and Evan Williams in March 2006 (launched publicly in July 2006), is a social networking and micro-blogging… Learn More

UberMedia image
Website: ubermedia.com
Location: Pasadena, California, United States
Founded: March, 2010
Funding: $21M

UberMedia (formerly postup) is the leading independent developer of applications and web-based services that make it easier for users to find, follow and communicate with others on Twitter and other social media platforms. The company is focused on… Learn More


LinkedIn Becoming A Traffic Firehose?

Source: http://t.co/CGNGQgL

Out of nowhere, Business Insider started seeing real referral traffic from LinkedIn last month.The chart below illustrates the spike.

LinkedIn product manager Liz Walker tells us the traffic is coming from a bunch of sources – mostly new products like LinkedIn.com/Today, newsletters, and LinkedIn News.

All of these sources are programmed by LinkedIn populated “inShares,” which are kind of like Facebook “likes” or Twitter “re-tweets.”

Who knew?

Google, by the way, is trying to pull of a similar trick with its +1 button.  Larry Page is obsessed with figuring out social. He’s worried about how people are finding content in their Facebook News Feeds and Twitter streams before they ever think to Google search for it. Maybe he should worry about Linkedin, too. Maybe he should just buy LinkedIn.


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