Today is the day Old Spice became the scent for men to have, thanks to a beautifully executed social media campaign.
Mashable have said it best here, but essentially the gorgeous man from the TV campaign launched in February this year has spent the day responding to fans’ Tweets. All responses have been posted on Old Spice’s YouTube channel and linked through to their facebook fan page too. Media coverage is now international and I suspect Old Spice would be a Twitter trending topic, even if it wasn’t sponsored.
This is a campaign to be talked about for years – and not just for that body.
I know Twitter etiquette says we should follow those who follow us, but is that the best use of Twitter and your time? I have many people who want to hear from me, but I don’t wish to return the favor. Sure, you can show me how to spam people to get thousands of followers, but I prefer quality over quantity. So what should you do to convince me to follow you? 1. Be Relevant Have a look at my Tweets and who I am. Am I in your target audience? Will your Tweets benefit me? I have hundreds of Tweets presented to me daily. I don’t want rubbish cluttering my feed so you get an extra follower. 2. Be Genuine Add personality to your Tweets. I don’t care if you’re repeating your company messages, just make sure we know you’re a real person. 3. Engage with Me Twitter is a public relations tool. So remember it’s all about building relationships, personal and business. Join in conversations and if you see a Tweet your followers may enjoy – share it. Now you know how to get my attention – follow me. I may just follow you back.
Recently I was asked how Twitter could be used to get a message out to an audience. It was a late, after dinner conversation and I was coming down ill at the time. Here are the quick hints – but a little more coherently.1. Be StrategicWhat do you want to achieve overall and with each tweet? To inform? More clicks? Re-tweets? Make sure you tweet the comments at the best time to reach your audience. HootSuite can help with scheduling.2. Keep the Message ShortYou have 140 characters (including spaces) but try to keep it shorter. If you want to be re-tweeted make sure there’s enough space for your username to be included (so you get the credit) and possibly an extra comment they may add.3. Use shortened linksBit.ly and other URL shorteners give you more space for your message, and tracks the number of clicks. It’s mandatory if you’re trying to generate website traffic.4. Join in the ConversationIt’s tempting to blast your message to followers, but this is social media and all about relationships. You need to earn their respect to be followed, or better yet, re-tweeted. So follow them, respond to their tweets and re-tweet (share) anything your followers will like.5. Be YourselfIt’s great to get the message out but remember your followers are people. Put some personality into your tweets and occasionally send a frivolous one. I’m not saying drunken tweets or what you had for breakfast, just enough to let them know you’re a person too.
We all know about finding the correct audience and tools for the message, so when I was voicing my disgust in 2DAY FM’s new processes dealing with Kyle and Jackie O’s foul breakfast programme I only aimed for my Twitter followers. There’s a wider range of people in my FaceBook friends and I didn’t think it would be as well received.I slipped up using TweetDeck and forgot to deselect the FaceBook option. The message went to both sites.The response was surprising.On Twitter there was one response (not someone following me) trying to recruit me into a boycott of Kyle and Jackie O’s sponsors.Within minutes on FaceBook friends had “liked” the status with one comment added the next morning. In total there are eight responses. Unfortunately none of the 2DAY FM fans prompted a debate but when I thought it was too controversial for my FaceBook friends it was a good result.If you want to follow my tweets, my username is biancajsmith.