Kenobi: переводы

→Twitter provides a window into the real-time thoughts of customers – leverage what you learn to improve your marketing. Experiment with coupons on Twitter as way of increasing customer engagement, and sales. BJ often tweets Twitter-exclusive coupons for customers to print out and redeem at their favorite tasti location. He creates specific codes for each coupon that are entered into the point of sale cash registers at tasti locations to enable the tracking of coupon conversions and the resulting sales. From the numbers, BJ concluded that Twitter coupon campaigns can outperform similar targeted ads on other social network platforms or certain PPC ads if Twitter is used effectively. However, BJ sees these efforts as merely the beginning of what tasti can do on Twitter. Next stop? Experimenting with paperless mobile coupon options and Twitter accounts for individual stores.

→In one case, a customer working in an Empire State Building office tweeted about a fierce afternoon craving for Tasti D-lite, but bemoaned the fact that he couldn’t get away from his office and that the Empire State Building management wouldn’t allow food deliveries. BJ quickly jumped in to clarify – tasti was exempt from delivery restrictions because they run a location in the building! After numerous similar encounters on Twitter, BJ realized ESB customers were clearly unaware tasti offers delivery services to office workers within the building. Tasti D-lite subsequently addressed the awareness problem by tweeting about their delivery services and adding signage about delivery at the ESB location, which led to increased awareness and ultimately sales.

→Before long, BJ decided he wanted to jump into the conversation and mingle with customers who were already talking about tasti and their New York dessert needs. BJ began following users who made comments about Tasti D-lite and turned their comments into immediate two-way conversations via @replies or Direct Messages (in the cases where customers followed tasti back). Many of these conversations led to surprising encounters and even sales.

→How does twitter add value?

→BJ Emerson is the Director of Information and Social Technologies at Tasti D-lite and manages the @tastidlite feed. BJ heard about Twitter in May 2008, but wasn’t initially sure how to take advantage of Twitter and use it to benefit his business. So BJ decided to start slowly, using search to listen to what Twitter users were saying about tasti, its products, and its competitors. BJ feels his learning curve on Twitter applies equally well to other companies getting started on Twitter, regardless of industry. He advises a three “m” approach to getting started on Twitter – monitor, then mingle, then measure.

→The popular dessert franchise Tasti D-lite offers customers over 100 flavors of guilt-free frozen treats. Tasti has been beloved by customers in the greater New York area for over 20 years, growing to 50+ locations and continuing to open new locations while expanding its geographic reach.

→Are you using Twitter in a cool way at your company, or have a case study to share? Please, let us know.

→Next case: Pepsi Written for Twitter by Ray Bradford

→A serendipitous Twitter interaction can lead to fresh and creative ideas for engaging customers with campaigns outside of Twitter.

→Lisa also connected her colleague in online advertising with the photographer to set up American Apparel advertising on the blog. They ran a unique banner ad for baby clothes, and the blog (pacingthepanicroom.com) became one of American Apparel’s top performing sites for online ads.

→American Apparel ad

→American Apparel fans with blogs occasionally write posts with favorable mentions of the company or its products. In some cases, these AA fans use Twitter as a conduit to share their posts with the company directly. In one memorable encounter, Lisa @americanapparel received a DM from a freelance photographer (Ryan Marshal @ThePanicRoom) chronicling his wife’s pregnancy with week-by-week photos of the mother-to-be in American Apparel threads. After seeing the blog, Lisa and American Apparel liked the photo series so much that they not only provided the new mom with free clothes, but used the images as the basis for an ad campaign showing cute and comfy looks for expectant moms.

→American Apparel employees began exploring with personal accounts in 2007 and established @americanapparel shortly thereafter. The account was started by Lisa Kim from the web marketing department and now multiple people are involved with responding to comments Twitter users make about the company, taking advantage of the opportunity to interact directly with customers.

→The Los Angeles company and leading basics brand provides hip clothing for people of all ages. Vertically-integrated American Apparel is the largest clothing manufacturer in the United States.

→“Direct mail is sent to a single address but there are multiple people in those houses. We want to maximize and extend our marketing reach and Twitter helps us do this in leaps and bounds.” Jeff now takes that newsletter content and feeds it to Twitter.

→Next case: American Apparel Written for Twitter by Tristan Walker

→Jeff continued to experiment, and iterate and recently (May 29th) set an in-store sales record, the bulk of which came directly from Twitter. A whopping 68.60% of total dollar sales came from customers who said "I'm calling from Twitter".

→Naked Pizza relies heavily on tracking promotions that are fed into the company’s Twitter stream. In a test run April 23, an exclusive-to-Twitter promotion brought in 15% of the day’s business.

→Today, Jeff claims that Twitter is mission critical to his business, so much so that he has created a kiosk within his store, where customers can sign up for a Twitter account if they hadn’t already been users. In addition, right next to Naked’s online ordering page, there will be the Naked Pizza Twitter stream in case customers have questions about the company’s product offering.

→Jeff Leach and Randy Crochet, co-founders of Naked Pizza, started using Twitter in March 2009. Mark Cuban, an early investor in the company, advised Jeff to sign up for a Twitter account to help create a community around healthy eating, save on marketing costs, and ultimately drive sales. There is a heavy focus on direct mail within the pizza industry, which proves to be particularly costly for owners. Opt-in newsletters cost $2000 to $3000 per year for even small database of names. Open rates are dropping to single digits and for small business owners, this can be prohibitively expensive.