Alert Blog Reviews

We’re in a new age now. As social media networks, particularly Twitter, become adopted by the mainstream media and corporate marketing firms, we’re seeing an evolution in the way that products are launched. Some might say that this is nothing new, that marketing has always been about capturing the current buzz machines and playing them to your needs, but I disagree. The difference between marketing methods of old and social media marketing is that customers have a say. The success of a social media campaign is dependent not upon how much money is spent, but upon the people being marketed to. If the message works and they like the product, the masses will Tweet it to the rest of the masses. If it doesn’t, the campaign might not even get past the initial push, and will likely spiral into oblivion. It’s All about the People There’s one factor that you can’t control, and that’s people. Knowing that, you have to make the most of what you can control, which are the tools at your disposal. In this case, we’ll be talking Twitter, but it also works for Twitter, Facebook, Email Marketing, and video. So how can you use Twitter for a product launch? Well, there are the obvious methods, such as using the TweetMeme plugin on your blog and product pages. People love to click these because it’s so simple, and I’m really amazed when I find a blog that doesn’t use it. Forcing Your Hand Another option is to create your own banner, with a built in link pointing to your launch page. Again, this works well because people can simply click and go…there’s no work involved. My friend Mike and I implemented this recently for our launch and within just a few days have noticed a huge difference in the buzz around our product. But just creating the banner might not be enough. If you want to create a contest or track the amount of ReTweets, you’ll need a hashtag or custom URL. We created both, so that we could track each message that we create. This is an example of setting a control, so that you can not only track the results, but split-test what works best. If one hash tag isn’t working well, you can try another. If one of your URL’s isn’t seeing the amount of on-page action that you’d like, you can adjust your copy to fix it. Real Time Tracking Once you have your campaign in place, and you’ve set the parameters, you need to find a way to track the activity. This is where Twitter Search comes in quite handy. However, since I’m not a huge fan of Twitter’s interface, I prefer to use clients like Tweet Deck or Seesmic to create custom searches. Of course, I’ll create a panel for my hashtag and possibly my URL, but I don’t stop there. The next step is to set up a Google Alert, using those same queries, so that you can catch any instances that Twitter Search might miss. This also allows you to capture the activity of sites like Topsy, which republish popular Tweets. Although Twitter Search will capture most of your action, Google Alerts will pick up the stragglers for you. Real Time Display Lastly, if you really want to take advantage of Twitter to capture the buzz and hype around your product launch, then it’s time to show the world what everyone is saying. You can do this easily by creating a custom search (they call them groups) in Tweetizen and then embedding the results on sales and contest pages. This does a number of things for you: It provides social proof It creates scarcity, which is a great way to capture a buyer’s attention It creates a sense of belonging when people see their name in the results I’ve seen a number of products use this recently, and even as someone that’s used to seeing this sort of thing, I was impressed by the sense of belief I had when viewing the results. The Total Package If you implement these techniques in your launch, you’ll have a set of controls that you can test and manipulate, which will help you know very quickly if your launch is going to be a hit. If you don’t see the activity you were hoping for, then you can either adjust your campaign or scrap it for another. If you pull it off, and the launch builds momentum, then you might get lucky enough to make the Twitter Trends list or get featured on a social media blog, like Mashable. The great thing about strategies like this, is that you don’t need any cash to get started, yet you can compete with anyone on the Web. Now that’s power. © 2008 TwiTip Twitter Tips . How to Use Twitter for a Product Launch

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How to Use Twitter for a Product Launch

Yesterday, Twitter started to officially roll out its own retweet function that has been the cause of some serious consternation from the Twittersphere (or whatever silly term you want to apply to the Twitter community). Before we go into any detail please note the following and make sure you filter your reactions through the most important piece of data that you will need to know about this whole thing: you don’t have to use the new function. You can do whatever you want with regard to keeping your version of the status quo or adopting Twitter’s new retweet function. Also, this is not the final product as Evan Williams points out in his explanation of this overly controversial move by Twitter . Overly controversial? Yup. While this can be viewed as a fundamental shift in how Twitter is used it’s not like some heavy-handed edict has been passed down to the users of Twitter in a “it is what it is” manner. No, it’s just another option. If you feel the need to complain even knowing this piece of information then you are likely to be the lottery winner that would say “Gee, if only I had won it last week I would have had more”. In other words, you probably complain about everything. Back to the story. TechCrunch sums up the changes as follows If you do happen to have it now, here’s a few interesting notes about the new feature (at least on twitter.com): First, there is a new Retweets area in the right side bar. This allows you to see “Retweets by others”, “Retweets by you”, and “Your tweets, retweeted”. While the UI for the main homepage retweets can be a bit confusing at times, this Retweet area is laid out pretty nicely, as it is easy to see who exactly retweeted what. Second, as co-founder Evan Williams noted today, there is an easy way to turn off retweets from individual users. Simply click on their profile and make sure the Retweet logo (the circular arrows) below their name is not highlighted green. This means that it’s off and you will not see Retweets from that user in your timeline. That’s great for users who go overboard with the feature and muck up your stream. Third, if you do hate the new Retweet way, just don’t use it. Nothing is stopping you from still using the “RT …” syntax. The new Retweets simply give you an easy way to highlight something to your followers with the click of a button. I HIGHLY recommend you visit the Ev Williams blog post for his complete explanation of the who, what, where and why of this change. Otherwise, this truly is what it is. Twitter has simply recognized that their third party developer and user system has created something of value. They are now trying to corral it in the best way they know how and leaving it open for debate and use. It’s actually that simple.

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Retweets Will Never Be the Same …. Unless You Want Them To Be