The Perfect Storm Guide to Using Twitter in Online Retail – Part 2

The Perfect Storm Guide to using Twitter in Retail, Part 2 a

You’ve already seen our first part Twitter and Retail Guide, now part two!, if you have any questions, please do not hesitate to contact us should you have any questions.

Advice on tone of voice on Twitter
Each brand has its own identity and tone of voice, and this will need to be reflected in every interaction which comes from your brand on social media sites (Twitter included). However, Twitter is designed as a
friendly, informal mechanism for sharing information and tidbits, and therefore your tone should ideally be reflective of this:

Tweet Honestly
While keeping in mind that everything you do on Twitter is public, make sure that your tweets are always coming from a place of honesty and transparency. Put real emotion in your tweets and your followers will stay with you. If you don’t treat Twitter as a more personal experience and spam it with sales messages, you will get unfollowed very quickly.

Give your followers value
Answer questions that your followers have if you know the answer. Share helpful tips for your industry that don’t have to do with your followers buying your product. Ask questions, speculate on theories or ideas and invite others to join in. What’s going on in your industry or in the news? What insights or opinions can you offer? Feeding out links is fine, but add commentary if necessary. Always give your followers something that they can take away from the conversation and use. They will recommend you to your friends and you will generate tweets that will encourage new people to follow you.

Tweet Regularly
Tweet often, but only if you have something of value to say. You should aim for a few tweets a day. Do not install a bot program to Tweet for you – your followers will figure it out and unfollow you. If you are taking off for a few days use a service like TweetLater to schedule your tweets.

Leverage your other online properties
If you have a company blog or are running a competition on your website, share updates that you make to it on Twitter. Give out free stuff Sitepoint, an American content hub for the web development community, grew their followers by 10,000 in a week. All they did was give away a free e-book that was usually only for sale as a paper book to anyone who followed them on Twitter or gave them their e-mail address. For you it might be online offers, free online tools, discounts, job openings etc. Think quality, not quantity unless you narrowly avoided death by eating a puffer fish, nobody really wants to know about what you are eating today. Just ask yourself if this is interesting to your followers – if the answer is “yes”, then it’s OK to tweet.

Offer exclusives
Give exclusive news, offers or insights and you’ll find that your tweets will be full of great content to please your followers, get you Retweeted and entice new people to join your network.

Snip Your URL’s
Since you have to adhere to the 140 character limit, it is almost impossible to link to pages on your site without the URL taking up all of the post. Users get round this by using any one of the URL
snipping services out there, like TinyURL, to shorten your links to something manageable. Most Twitter users snip their URL’s regardless of their size just to keep them readable. If you can fit your tweet into the box whilst maintaining your brand URL, this is better since Tiny URL’s go through redirects and therefore aren’t ideal for search engines.

Twitter and sales revenue?
Do not start a Twitter account on the back of thinking it will drive you sales revenue!

Whilst the core of online retail will always be about selling products, it’s extremely important to note that retailers who simply advertise to their Twitter audience are unlikely to make £1 in revenue. The emphasis needs to be on conversation and engagement with brand followers, not selling to them.

However, that is not to say Twitter can’t make you money, as done properly, Twitter offers a new channel for users to hear about your products and go directly to your site to make a purchase.

Dell report $1m in revenue from Twitter “Less altruistically, some businesses have discovered that Twitter is an effective way of communicating with consumers. Dell says Twitter has produced $1 million in revenue over the past year and a half through sale alerts. People who sign up to follow Dell on Twitter receive messages when discounted products are available the company’s Home Outlet Store. They can click over to purchase the product or forward the information to others.”

Jet Blue drive brand loyalty with special offers US discount airline Jet Blue uses Twitter to offer real-time discounts, sometimes even offering tickets or adding flights when large numbers of people are Twittering sadly about the lack of transport options to a conference or festival. JetBlue also monitors Twitter for comments about the company, responding quickly to compliments and complaints, and following its customers.

Twitter and customer service
Twitter is another social media site which can help your customer service teams to react quicker to customer complaints. Many more customers are likely to write a passing negative comment in their Twitter feed or Facebook status then actually bother to phone up and speak to a customer service representative to lodge a complaint. The point here is that if you are monitoring Twitter you can pick up these negative comments (which can linger round the internet for a long time) and deal with them quickly. Do it quickly enough and you will not only nip the problem in the bud, you’ll also be providing a positive brand message that generates its own feeling of goodwill. Consider this recent example; Sam Decker, the CMO of Bazaarvoice tweeted on April 7th a mild complaint about the American retailer Zappos. He did not contact them with this tweet; he merely updated his own network of over 2,000 followers: http://twitter.com/Zappos_Service

Within 24 hours the Zappos Twitter Team had got back to him with a complimentary $25 coupon. The fact the customer service team spotted this and then dealt with it byoffering a coupon changed the situation from a negative story about the Zappos brand into a positive customer service experience (which he subsequently told his network about):

How to track Twitter for brand mentions
A great way of keeping track of what’s being said about your brand is by using a site called Monitter. http://monitter.com

This tool is great as it allows you to monitor Twitter in real time for a set of keywords and watch what people are saying. Stick your brand name in to see what’s being said about you, compare against competitors, or try some keywords relating to your brand and find out what’s being said about the industry in general. Below you can see the real time updates of tweets that mention “Amazon”, “Tesco” and “Asos”. In many ways social media can (and should) be seen as a key facet to your overall customer care / retention strategy. Some brands have their own customer service teams operating on Twitter and all the time they are building loyal customers by talking to their customers about products, explaining delivery/fulfilment queries and offering regular customers VIP status.

Twitter as a free insight tool
Although Twitter brands itself as a place where you can tell the world what you’re doing now, it is also a place where people give recommendations to each other.

Important caveat:
We do not recommend that brands should join in these conversations and try and influence opinion. In this instance you’re not impartial and any attempt at influence could earn you some substantial negative press within Twitter circles. Our advice would be to simply use Twitter’s Search Engine to tap into this free insight and keep in tune with what’s being said.

Twitter to build a buzz
Another way retailers can tap into the power of Twitter is by subtlety dropping hints to its followers that something big is afoot. By doing this you are effectively giving your most loyal followers a sneak peak into something which is going to happen before anyone else. This generates further loyalty as more users will be inclined to follow your brand if you are providing scoops via Twitter, and it this type of information will build you blog attention – and any links generated are great for SEO.

Who should be responsible internally?
The person or persons who take responsibility for your branded Twitter account must have a comprehensive understanding of how conversations online work.

This kind of engagement is possibly more within the territory of the brand manager and marketing but be aware that your employees may already be Twittering. Utilise these existing experts within your company to help drive your understanding forward. The best brand engagement is a mix of PR, customer service and personal engagement.

As Twitter only broadcasts to those who opt-in, it is essential to add value to those who choose to receive updates so previews of new releases, engaging users in consumer research or access to exclusive specials or advance ticket ordering can really drive opt-in. Additionally promoting your Twitter profile through regular mailings will help increase readership. Any internal team responsible for Twitter should be adept at web analytics. For instance, Omniture have already added functionality into their Site Catalyst product to import Twitter data for better measurement of brand activity.

Other web analytics platforms are expected to follow suit, enabling marketers to identify brand advocates and detractors, better acknowledge feature requests from loyal users, categorize Twitterers as customers, vendors, or employees, and get real-time alerts via email or SMS based on specified criteria like spikes in brand mentions.

Our next installment will look at Twitter and SEO and conclude “Is Twitter Worth the Effort?”

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