As with any new form of media, social networking, (or more broadly social media) has brought a new opportunity to marketers. I think this movement of participant media or consumer generated content like YouTube, podcasting, video podcasting, lifestreaming and others, signals an amazing wave of interaction on the part of consumers. No longer do we sit in front of our TVs or Nintendos while someone else entertains us - consumers have decided to get involved in media, which creates a wonderful but scary opportunity for brands and marketers.
Brands have a tendency to hold very closely that which they value most, their message, and keep consumers at a distance. However, web 2.0 has shown us that technology will no longer hold the consumer back. Twitter was one of those concepts that seemed silly at the beginning but is starting to create a rumble of interest in brands and consumers alike. I jumped on Twitter early, not because I thought it was the next big thing or that I would somehow align my career to it but because I needed something to do with my Blackberry besides work. Here was this powerful little phone/device, but it wasn’t very much fun. I had signed up for Twitter and thought, why not fiddle around with it on my phone. About 10 tweets later I was hooked.
Cherp exists because I believe Twitter can be an amazing communication platform, and I want everyone to use it. Here is an example of why: recently I was able to follow one of my favorite graphic artists/illustrators on Twitter and here his daily musings (or grumblins) - an opportunity I never would have had otherwise. It allows me to communicate about something important, or nothing at all, and it’s this nature which makes me believe that everyone who drives a car, shops, eats, or uses devices of any kind should be on Twitter. It is this unfiltered voice that will allow the world to really know how it’s doing. If you are a blogger, you need to be inspired to write about your experience - good or bad. With Twitter, you just say what comes to mind.
“Mmmm. I love Starbucks.”
“Watching season 4 of Entourage on DVD. Greatest…show…ever…”
“I am never renting a car from Budget again. Crappy car, crappy service, UGH!”
“Sleepy. Goodnight twitter.”
By themselves, these comments are powerless. With search engines, other Twitter users, and brands that listen - this is a direct line to what consumers are thinking and saying about their experiences with brands. It’s not that I like Twitter because it allows brands to send messages to consumers, I like Twitter because it allows brands to hear, and hopefully listen to what the world is saying. Instant, constant market research - provided free by the public at large - brought to you on Twitter.
And if brands are smart, they will respond. In the tweet above about Budget (a message posted to Twitter is a tweet) - what do you think the consumer would do if Budget contact them directly and said, “Sorry. Can we make it up to you?” Simple and direct, and likely to turn an irritated former customer into someone willing to give it another go.
How about Starbucks responding to the tweet above with, “We love you too. Here’s a hat (or a free coffee, or a free music download, or a mug, or whatever they can think of to engage the customer.)” Doesn’t it make it that much easier to spend $6 on a coffee when at least you know they are really listening. Why not look for every opportunity to interact, instead of advertise? Further empower consumers to participate - that’s the ideal goal of every consumer brand - drive interaction on an ongoing basis. It builds trust, passion, and a feeling of connection to a brand that advertising will never buy.
The real magic of Twitter is going to come with creative use of the tool that inspires more people to participate. The tool is just that, a communications tool. But it’s whimsical and powerful at the same time. I started Cherp to excite consumers and brands into using Twitter to engage each other. The idea behind Cherp is to help deliver an ROI to both consumers and brands who participate in Twitter.
Create a Twitter account and follow us! We think it’s going to get interesting.
