One great way to get on the "inside" of an account is to follow key marketing decision-makers on Twitter. Anyone can "follow" anyone with a Twitter account, and by "following" a marketing executive you will receive a steady stream of anecdotal information that can better help you understand and ultimately sell the account.
The question is who in your client's marketing department is on Twitter? I've noticed that most ad managers and people focused on internal functions are often not. Even though Twitter is all the rage most people who start on it do not continue. A recent survey by Nielsen found that less than 60% of Twitter beginners continue after a month. In business, the people who tend to keep Tweeting are ones who find a business benefit. For internal people, like media buyers, once the novelty wears of it can be hard to justify the time, effort, and discipline required to keep up a steady flow of Tweets.
But an insightful Tweeting Chief Marketing Officer (CMO)can attract positive attention for an organization. Since most will assume they are involved in company policy, when their posts generate a positive reaction, it reflects on the company. That is a business benefit.
On a large account you may never meet or call on the CMO, but by "following " them on Twitter you can gain insight into the mind, values, and where abouts of the person setting the tone and direction for an organizations marketing.
Let's get started. Check this list of CMOs who are on Twitter maintained by by Systemic Marketing to see if you already know a CMO on Twitter. Hey, that's Zinio's CMO Jeanniey Mullen at #33 on the list. See? I already know a CMO on Twitter. I'll bet you do too!
Read about the Nielsen report about Twitter newcomers dropping off after a month
See the Systemic Marketing list of CMOs now on Twitter
The 60% drop out rate of Twitter just reinforces the fact that most people don't put the effort into social media that is required to succeed.
Posted by: Sharon Wilson | May 06, 2009 at 06:11 AM
Very good point. I'd add that many peopel get stared on social media thinking that a lot of business beneift will come. Truth is, soical media works very well for some things, not well for others. But social media takes time and effort. Whent he benefits done come effort drops off quickly.
Posted by: Josh Gordon | May 06, 2009 at 07:42 AM
The 60% figure is very surprising to me. Not sure if it should be taken that Twitter is a fad or if people feel like it is not worth the effort since the results are not instantaneous. Some of that blame could be placed on the people who rave about Twitter and Facebook as the second coming. This hype misleads people into believing that you can make a billions dollars overnight with little effort, when the fact is, it takes time and effort.
Posted by: Jack Zufelt | May 19, 2009 at 08:13 AM
Advertise makes twitter completely boring.so I prefer facebook.
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It will not take long before twitter will be including more options for ads - looking at the trends and "requirements".
Posted by: Email Marketing | February 06, 2010 at 02:01 AM
It all depends how you are using twitter and for what purpose? That's the basic question you should be knowing and asking yourself.
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