Real Time Twittering Real Time Twittering

Rewards & RisksRewards & Risks

QuestionQuestionOn Twitter, brands proactively follow users On Twitter, brands proactively follow users and and reply to tweets that mention their brand reply to tweets that mention their brand name.name.Is this actually stalking?Is this actually stalking?

http://socialtoo.com/survey/view/2760

Hashtag Hashtag #stalkertweet#stalkertweet

http://www.flickr.com/photos/blast7/

http://www.flickr.com/photos/27128437@N07

MechanicsMechanicsSet up Twitter Search for your brand nameSet up Twitter Search for your brand nameReply to tweets mentioning your nameReply to tweets mentioning your nameAs soon as you engage, As soon as you engage, followfollow the user the userStop talking to them, until they reply, Stop talking to them, until they reply, then...then... - If they reply before/during a visit, offer - If they reply before/during a visit, offer helphelp - If they reply after visiting, ask for - If they reply after visiting, ask for feedbackfeedback

ToneToneBe genuine and sound helpful and friendlyBe genuine and sound helpful and friendlyRemember that the user might be creeped Remember that the user might be creeped out,out,so remember DMs are availableso remember DMs are available1 or 100,000 followers? Talk to them either 1 or 100,000 followers? Talk to them either wayway

http://www.flickr.com/photos/jayndori/

RewardsRewardsVisitorsVisitors see an extra touchpoint to encourage see an extra touchpoint to encourage visitvisit

Customer ServiceCustomer Service for those who don't like for those who don't like talking talking

FeedbackFeedback for the brand for the brand

Brand ReachBrand Reach to new and (hopefully) engaged to new and (hopefully) engaged followersfollowers

Better reputationBetter reputation among your existing among your existing followersfollowers

Question (slight return)Question (slight return)““A great example of a way in which cultural A great example of a way in which cultural heritage orgs can see potential of new heritage orgs can see potential of new techs techs and use them to provide a richer and use them to provide a richer experience? experience?

Or an illustration of the dangers of personal Or an illustration of the dangers of personal comms exploited by the commercial comms exploited by the commercial sector? sector?

The next time I tweet that I’m off to the The next time I tweet that I’m off to the pub, will I receive messages from lager pub, will I receive messages from lager companies?”companies?”

ReadWriteWebReadWriteWeb““It's kind of a modern day horror story, isn't It's kind of a modern day horror story, isn't it? it?

Web 2.0's potential benefit for humanity Web 2.0's potential benefit for humanity tragically sold short by social media tragically sold short by social media because because it fell under a fog of marketing software”it fell under a fog of marketing software”

http://budurl.com/machineeatstweets

ImpactWatchImpactWatch““They may only respond to influentials’ They may only respond to influentials’ complaints, negative comments, or to sales complaints, negative comments, or to sales opps. That’s not engaging in a “real” opps. That’s not engaging in a “real” conversation.conversation.

The main concern is the The main concern is the motivationmotivation of companies who engage in social media.”of companies who engage in social media.”http://www.impactwatch.com/2009/is-social-media-monitoring-creepy/

http://www.flickr.com/photos/27128437@N07

RisksRisksIntruding into “private” conversationsIntruding into “private” conversationsClaims of “stalking” and “scaring” usersClaims of “stalking” and “scaring” usersStoking a hornet's nest of bad publicityStoking a hornet's nest of bad publicity

In essence, is the average user ready for In essence, is the average user ready for this this level of interaction yet?level of interaction yet?

MotivationMotivationAre you looking for a short-term, free, Are you looking for a short-term, free, (probably) sales-led opportunity?(probably) sales-led opportunity?ororAre you looking for a long-lasting, no-Are you looking for a long-lasting, no-strings attached, engaging relationship with strings attached, engaging relationship with the the customer that they can end at any point? customer that they can end at any point?

TakeawaysTakeawaysEstablish motivations to get in touchEstablish motivations to get in touchProduce a loose code of conductProduce a loose code of conductEngage proactively with visitorsEngage proactively with visitorsReflect the values of yourself and the brandReflect the values of yourself and the brandAnd remember that it's And remember that it's notnot a sales a sales opportunity;opportunity;endeavour to support and assist endeavour to support and assist

Final thoughtFinal thoughtWill this type of interaction become the Will this type of interaction become the norm norm for the social web in some shape or form? for the social web in some shape or form?

Probably, depending on how the risks and Probably, depending on how the risks and rewards play out.rewards play out.

QuestionQuestionOn Twitter, brands proactively follow users On Twitter, brands proactively follow users and and reply to tweets that mention their brand reply to tweets that mention their brand name.name.In light of this talkIn light of this talk is this actually is this actually stalking?stalking?

http://socialtoo.com/survey/view/2760

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