For a few months now, I’ve been wondering how we to deliver branding solutions with concrete results using a tool like Twitter. Twitter’s reach is so specific that I find it difficult to use this tool for consumers’ products.
But today I came across interesting versions of the micro-blogging concept: http://www.fmylife.com/ (in French: http://www.viedemerde.fr). People basically share what happened in their day that “ruined their lives”. It’s really funny and the participation rate is so high!!! I linked it to the success of entendu.ca and realized that my concern with Twitter is that it’s only a tool. A nice tool but with no global context and clear positioning. This is probably why I (and I imagine some of my peers as well) never figured out how to incorporate it into successful digital branding solutions.
That being said, I still believe that micro blogging is a great strategy to generate recurrent visits to a site. Take Clairol for instance. They could launch a micro-blogging environment where women could share their “bad hair day” stories. It would offer consumers a context that is tied in with Clairol’s brand positioning as well as display relevant messaging to a highly targeted audience – for free (without buying media)!
Any thoughts?
Post by Isabelle Quevilly, Mar 16th
Tags: micro-blogging, twitter
I think Twitter is a great local tool.
Twitter was used to organize a party last christmas in Toronto that raised $25000 for the Toronto Daily Bread Food Bank as an example.
#HOHOTO was the event name.
here is the story
http://torontoist.com/2008/12/hot_hot_hohoto.phpI think
Comcast in the US is also experimenting with Twitter. They have set-up a customer service live feed using twitter.
The link is: http://torontoist.com/2008/12/hot_hot_hohoto.php