Using Twitter for Online B-to-B Technology Marketing

We’ve all heard so much buzz about Twitter over the past few months, and with good reason.  Recent Twitter growth statistics were quoted in a blog posting last week on Godfrey.com - “Twitter’s Value to B-to-B Marketers“

According to statistics from Nielson NetView, there were 7,038,000 Twitter users in February 2009, an increase of 1,381%, up from 475,000 the previous year.  Even higher figures were seen from Compete, who reported over 14,000,000 unique users in March 2009.

One may think that Twitter is primarily a vehicle people use for updating “followers” with their most up-to-the minute “tweets” - all in 140 characters or less.  But what is the value of Twitter to B-to-B marketers, and how should it be used?

Twitter is about connecting with people and sharing information.  Online B-to-B marketers should look at Twitter as a vehicle for listening, sharing, and responding.  Not only can marketers gain insight on how people think and feel about their products, marketers can also use Twitter to solicit feedback and conduct research.  Twitter can also be used for marketers to share news on product releases or even announce event (such as webcast) updates. Lastly, Twitter may even be used as a method marketers can use to respond to customers.

The beauty of Twitter is its real-time delivery of updates people care about, instantly.  Marketers can deliver timely responses, address or answer complaints, build/nurture relationships, and engage with customers, at all different stages in the buying cycle.

Can Twitter be incorporated within a media campaign?  It sure can!  In fact, there is one program I am currently managing that is mainly comprised of syndication of client content, custom Microsite creation, and sponsorships within our IT Knowledge Exchange (ITKE) IT user community.  We’ve included an additional component involving the creation of a Twitter account on behalf of the client, giving the client the ability to promote their Twitter community within the ITKE community as well as within their own user community. “Tweets” may be posted on behalf of the client, at a frequency of 3-4 tweets per week.  Updates could be broadcasted on a multitude of things, like new videocasts recorded, recent blog postings published, upcoming webcasts available, as well as fresh content made available on the Microsite itself. 

This approach is a great next step for staying visible in front of active followers, and is also a great way to dip your toes into the next realm of social media!