Customers heart 140!
In Twitter With a Twist (Adweek, January 25, 2010), Brian Morrissey catalogs many recent, current, and emerging uses of Twitter by brand advertisers and marketers.
You must read it. Why? Two words: “curator” and “content.” As brand enterprises continue to adopt social media marketing:
- Lurking and listening is now a given;
- Creating an @<Brand> account to actively monitor your brand and customer relationships is also common.
- Promotional marketing that tweets exclusive redeemable offers also counts as “monitoring.”
- Serving as “curators” and “content” providers or leaders is a new role that Morrissey observes.
Tweaking Twitter content allows brands to actively engage customers and measure results. The evangelization isn’t new; the context and the content are.
Twitter brand innovators seed content in Twitter and watch the trail of buzz created by devoted followers. While Morrissey notes a number of campaigns, the one that caught my attention is Sweethearts® candies. [picapp align=”right” wrap=”true” link=”term=valentines+day%2c+candy&iid=181204″ src=”0177/7df14df7-7981-4d07-be84-067ba7711942.jpg?adImageId=9545296&imageId=181204″ width=”234″ height=”156″ /] Being contemporary defines this iconic brand. (Did you share the coy “Fax me” treat featured a few seasons back?)
Well, the second decade of a new century calls for new lovespeak. In fact, the Sweethearts landing page announces:
New Sayings & Colors
For the first time in 145 years, Sweethearts® discarded all its previous phrases and asked the American public to tell us how they express their love. The 2010 Sweethearts® are featured in bright and bolder new colors.
Every season, I like to feature one campaign to follow. This February, look for blog posts on the mysweethearts.com.
Posts will offer a mix of two lenses. First as a consumer inside the experience, then as the media creative person reporting on the emergence of new media and the ways in which advertisers and creatives continue to be empowered by new media and empower their customers, in turn. (Tough work but someone has to!)
For starters, here’s my thesis:
- Content represents the sweet spot that will engage customers to further own the brand by first owning and sharing the experience peer-to-peer. Sweethearts will appear in search engines and posted to Twitter and Facebook. This will be interesting as the Google search begins with 3.7 million pages.
What would you like to see? What are your thoughts about content and Twitter and branding?
Looking forward to your comments. E.
P.S. Type “Starbucks” in the search bar (above, right) and you’ll find my previous series on the coffeemaker’s Real Food. Simply Delicious campaign (July 2009).