This is part four of a five part series between Butch Stearns, host at The Pulse Network, and Allen Bonde, Chief Marketing Officer at The Pulse Network, as they explore the lifecycle of digital marketing and the new solutions offered by The Pulse Network.
In this episode Butch and I look at Twitter and how this social channel has emerged as a key communication tool, listening platform and even an efficient ‘list builder’ for digital marketing campaigns.
From a marketers’ standpoint, Twitter is deceptively simple. Find some folks to follow, reply to a few tweets, push out updates, and repeat. Yet, when you think of Twitter as a campaign platform with some similarities to both Facebook, in terms of running promotions, and email marketing – but with a self-building list – its potential gets pretty interesting.
And if you are focused on reaching influencers as part of a B2B marketing campaign, Twitter become even more attractive. Especially when you consider that the profile of many early (and heavy) Twitter users is concentrated around analysts, marketers, media types, and technology buyers.
Functionally, Twitter also plays a distinct role vs. Facebook and LinkedIn. If Facebook and LinkedIn are all about a ‘place’ (for your content and discussions), Twitter is more of a ‘time’ – where you interact, and sample what’s hot, and link your friends to what’s interesting. But in many cases that content lives elsewhere – like on your blog or Facebook page.
Successful social marketing is about programming, and aligning with the language and social gestures of each channel. At a high level, there are three steps we follow at TPN when building your presence on Twitter and launching a campaign: an assessment of your goals, content mix and audience; development of a campaign calendar; and promotion building – think contests and fun ideas that promote engagement within your community (using a tool like Offerpop). For example, we promote our Inbound Marketing Summit event through different social media by creating promotions on both our Facebook and Twitter page, and amplifing these programs via special hashtags and our website and email newsletters. Remember – even while you focus on one channel like Twitter, it’s all about engaging everywhere!
I’d love to hear what you think. How are you using Twitter as part of your marketing mix? And in case you missed Part 3, I explained how our Executive Briefing 3.0 helps to break the bottleneck in getting executives to blog and post on social channels like Twitter.