Twitter Weibo marketing case for a dessert store in the U.S.

This is the recent understanding of the new twitterhttp://www.aliyun.com/zixun/aggregation/9046.html "> Marketing case." A dessert boutique Tasti lite, popular in the local , providing more than 100 flavors of heat-free ice. For more than more than 20 years, Tasti has been popular with customers in New York, has opened more than 50 stores and continues to open stores as the coverage has increased.

BJ Emerson is tasti Lite's information and socialization technology director, who manages the @tastidlite account. BJ2008 heard about Twitter in May, but initially wasn't sure how to use Twitter to help its business. So BJ decided to slowly try, first use search to listen to Twitter users how to talk about Tasti, its products, and competitors. BJ feels that for Twitter, his learning curve is almost the same as when other companies started using Twitter, no matter what the industry. He suggested that a 3 "M" approach could be used to start using twitter–monitor (monitoring), followed by mingle (mixed), then measure (measured).

A long time ago, BJ decided to start talking to customers who talked about Tasti and the New York desserts they needed, and to mingle. BJ began to focus on users who had talked about Tasti Lite, and to get their comments into a real-time two-way conversation through @replies (Twitter's ability to talk to someone) or letters (if customers had already focused on tasti). Many of these conversations can bring surprises, even sales.

Twitter allows BJ and Tasti lite to interact with them in a way that customers can express and communicate with them in real time, creating relationships and getting some unexpected insights into customers.

For instance, a customer who worked in the Empire State Building said on Twitter that he was desperate for Tasti lite ice cream that afternoon, but was frustrated that he couldn't get out and that the administrators of the Empire State Building were not allowed to send food into the house. BJ was quick to figure out the situation –tasti can circumvent the restrictions on food delivery because they have a store in the Empire State Building! After many similar accidents, BJ discovered that the Empire State Building's customers were apparently unaware that Tasti could provide delivery services to the people in the building. Tasti Lite then spoke on Twitter about their delivery services and highlighted the evacuation of the Empire State Building, which made more people aware of the matter and eventually promoted sales.

Twitter provides a window into the customer's ideas in real time – knowing these will make your marketing effort easier. Trying to use coupons on Twitter is one way to increase customer engagement and sales, and BJ often publishes Twitter-specific coupons that customers can print and redeem at their favorite tasti stores. He has set up specific code for each coupon, which needs to be entered at every register terminal in Tasti to track the coupon conversion rate and the final sales. From these figures, BJ concludes that Twitter coupon activities can be more than the exact ads on social networking platforms, or PPC ads, if they work properly on Twitter. But BJ found that these effects are just the beginning of what Tasti can do on Twitter. What's the next stop? Try to offer paperless mobile coupon options and separate Twitter accounts for each store.

For companies that are just starting to use Twitter, BJ believes there is no need to be intimidated by the limitless possibilities offered by Twitter. BJ says he doesn't have an orthodox market or PR background, but it doesn't matter. "The spirit of what we do on Twitter is very different from what traditional marketers have done over the years. We can't go crazy with selling information – these big topics don't fit the end consumer community. The opportunity is tempting, but it requires you to use Twitter as a dialogue tool and to think creatively about what value you can offer your followers. ”

Original: @tastidlite: Generating Unexpected customer insights