Use Twitter to Tell The World About Your Mobile App
An (older) article from the Harvard Business Review really hits the nail on the head when it comes to social media marketing. And by “social media,” I mean facebook.com, twitter.com, meetup.com, eventbrite.com, quora.com or any medium where people congregate to socialize, virtually or physcially. These websites enable companies to effectivley interact directly with customers, yet we still think of advertising in a 60’s style of mass media advertising. While there are valid issues such as best practices, tools, costs and measurments, at the end of the day, if you are not part of the conversation about your product, you are not part of the conversation!
Here is an excerpt pulled from the HBR article: “Imagine a brand manager sitting in his office … He identifies which broad market segments to target, sets prices and promotions, and plans mass media communications … What’s wrong with this picture? This firm—like too many—is still managed as if it were stuck in the 1960s, an era of mass markets, mass media, and impersonal transactions. Yet never before have companies had such powerful technologies for interacting directly with customers, collecting and mining information about them, and tailoring their offerings accordingly. And never before have customers expected to interact so deeply with companies, and each other, to shape the products and services they use.“
Use Social Media to Engage Your Customers. Users of social mediums are open to being communicated to and in a number of cases even reach out to the businesses to voice their opinion. Granted, certain mediums like Twitter hold a larger segment of these open communicators, but that is part of your social strategy that comes out of understanding your customer. The bottom line is that you have started a conversation as well as building rapport with your customer. The kicker is that social media can be more cost effective than paying a marketing company tens of thousands of dollars to acheive similar results.
If anything talks to the success of engagment via social media, it should be the number of companies willing to pay twitter to advertise through their network, which have been on the rise. Take a look at the numbers that Twitter is quoting in this article: “Back in March, Twitter partnered with Paramount Pictures to launch the trailer for new film SUPER 8 on Twitter. Bain also said today that Twitter helped Super 8 sell 1 million sneak peek tickets, and opening weekend box office exceeded projections by more than 50 percent. Another example of advertising success on Twitter, was with fashion line Burberry, who launched a fashion show on Twitter and saw 14 percent higher engagement, and saw a 10X lift in brand mentions.”
Measure The Heck Out Of Your Social Media Engagement. How many downloads are you achieving because of a link posted on Facebook or Twitter? Are you measuring these inbound links? If not, you should. I am currently looking at deploying Optify, Salesforce and Meteor Solutions to quantify my social media engagement. These tools will tell you how well your social media out reach is performing and also give insight as to who your customers are and how to get them to help promote more. Although, I always like to go back to the fact that I have no budget, yet I am still able to reach thousands of developers in a meaningful way. So my efforts, if compared in a “$/developer acquired” metric, will come out on top.
Look At All The New Customers You Are Engaging With! Alternatively, you could also look at the amount of exposure to new customers that you otherwise would not have reached had you used traditional marketing. The Ford Fiesta marketing campaign is a good example of where the social media campaign reached an an astoundingly large, perviously potentially untapped audience: “6.5 million YouTube views and 50,000 requests for information about the car — virtually none from people who already had a Ford in the garage. Ford sold 10,000 units in the first six days of sales.”
Just Go Give It a Try! While the time spent may be significant because you are ramping up on social media technology skills, I would still say try. Try because those few gems of customers that interact with your brand can really make the difference in social media when the say they LOVE your product and recommend it to every person that passes by them, online or in real life. If the youtube video production skills are too much or Twitter gets confusing, go hire a high school kid.
Heck, they’ll show you how it’s done and probably even automate the whole thing for you. At the end of the day, I subscribe to Brad Feld’s mantra of “Do More Faster” and “Fail Fast.”
So go out there, be a part of the conversation, engage your customers about your product and give social media a try as a means to boost sales of your mobile app. I use it exclusively because I can have real conversations with real people from all around the world that are searching for information that is mutually benefitial. If you need help promoting, hit me up at http://www.twitter.com/alex_donn and I can help you get started with my 1200+ followers on Twitter or help post videos on Facebook. And as always, post back here and let us know your thoughts!