VIEWS: 5 PAGES: 2 POSTED ON: 6/29/2011
MCM/ continued from page 28 teacher, he leads an interesting life into which Twitter could overly commercial and turning off your followers. offer a fun and fascinating window (i.e., what he's invent- In terms of online merchants, Woot.com is using ing/teaching/thinking/performing) . Twitter to broadcast its deal of the day, when it sells out, Every week Steve appears live on Denver's 9News to do and "Woot-offs." You can see the company's recent tweets a science experiment that would make for great "Twitter at www.twitter.com/woot. Although unabashedly com- fodder." So would the more noteworthy events leading up mercial, Woot's tweets serve a useful purpose because to the appearance, such as "Just bought 100 boxes of bak- Woot aficionados crave immediate updates when a new ing soda for tomorrow's science experiment." product goes up on the site. If you do any marketing online, you should have a Electronics merchant Circuit City is using Twitter to Twitter account, and as a minimum you should be tracking inject itself into the conversation, such as a recent inci- Twitter conversations that mention your brand by using dent in which the "circuit_city" Twitter user (www.twit- Twitter's track feature. It wouldn't be a bad idea to start ter.com/circuit_city) craftuy recommended a Panasonic sending out your own tweets, too! ToughBook to Forrester analyst Jeremiah Owynn^ in response to Jeremiah's tweet about the fragility of note- Get started with TWitter Thefirststep to getting started book computers. with Twitter is to go to www.twitter.com and register. At my urging, Netconcepts' client and science guy Don't forget to upload a picture of yourself so your follow- Steve Spangler recently joined Twitter. Steve's a perfect ers can see your likeness. fit for Twitter: As a toy inventor, TV personality, profes- After that, the rest is up to you. You can track keywords sional speaker, CEO of a multichannel retailer and science you have a keen interest in, follow people who interest you. Zappos takes to Twitter success One of the e-commerce world's optional and are more for employees to learn how observing how we interact with each other on success s t o r i e s when it comes to Twitter to sign up for Twitter and use various features Twitter," Hsieh says. is Zappos.com. The online shoe store itnown for and third-party applications," says Hsieh. "We And while Zappos doesn't measure Twitter's its dedicated employees, high degree of customer really don't give any specific guidelines except to effect on sales, the internal camaraderie service, and wide selection of products has imple- tell them to use their best judgment." exposed through Twitter does have a measur- mented companywide adoption of Twitter. Is Zappos able to definitively show that its able effect on customers. "The customers who Zappos' top priority is its company culture, says CEO Tony Hsieh. "For Twitter, we don't really view it as a marketing channel so much as a way "We're not really looking at short-term ROI in terns of sales," to connect on a more personal level-whether it's with our employees or our existing customers." Hsieh says. ferro ifeloíig refeSonHps Éï Zappos initially started getting the entire company more involved with Twitter "because we saw it as a great way to help build our company culture," Hsieh says. "But then we involvement with Twitter results in more sales? are following @zappos on Twitter seem to really discovered it was also a great way to connect "We're not really looking at short-term ROI in enjoy it, because it allows them to interact with with customers as well." terms of sales," Hsieh says. "We're looking to us on a much more personal level," Hsieh says. You might think that Zappos has a strong form lifelong relationships with our customers, Merchants considering Twitter as a busi- set of policies in place to prevent PR disasters and we think Twitter helps us do this." ness tool need to "be real and use it as a way caused by employees twittering about company Zappos has also found that Twitter has been to connect more deeply with people," Hsieh secrets or other sensitive information. It doesn't. great for recruiting "because people can get advises. "Don't think of it as a marketing tool "We do offer Twitter classes, but those are a glimpse into what our culture is like just by you have to leverage."-SS 30 MULTiCHANNELMERCHANT.COM / AUGUST 2 0 0 8
"Zappos takes to Twitter success"