| Twarketing: Twitter Marketing Case Studies |
| Tweet, Follow Or Get Out Of the Way |
I thought this was a very creative way to get those who are not opera goers to learn more about both Twitter and the Opera. What are your thoughts?
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Is @aplusk Ashton Kutcher smiling now that major corporations are eating his dust when it comes to followers on Twitter? Now that his twitter account is about to make it to the 4 million mark of followers more and more corporations are finally surpassing this million follower milestone. This just recently happened to Dell’s @DellOutlet twitter account and there was no real fan fare on their part.
Lionel Menchaca Dell’s Chief Blogger just wrote that the million follower mark just kinda snuck up on them. He further writes that they are happy to be in the company of other brands like @Google, @WholeFoods, @Zappos, and @JetBlue
We here at @Twarketing have been tracking these corporate brands using site like Twitterholic and Twittercounter and we have come to one conclusion. This million follower mark is just the beginning. If you look at the corporate brands that are not major celebrities, sport figures, news agencies, popular online publications and of course Twitter themselves the top 10 would round out like this:
Corporation/Brand Twitter Followers Twitter Friends Twitter Name
1 Google 1,457,835 167 @google
2 Whole Foods 1,263,357 512,976 @wholefoods
3 Zappos 1,214,336 400,421 @zappos
4 woot 1,207,896 16,517 @woot
5 JetBlue 1,132,685 117,628 @jetblue
6 DellOutlet 1,098,523 24 @delloutlet
7 Ustream 1,074,034 108 @ustream
8 Amazon MP3 997,247 544 @amazonmp3
9 CBOE 794,896 5,791 @CBOE
10 CME Group 786,454 2,602 @CMEGroup
Let me know your thoughts on how your brand is doing on Twitter.
All the best
JB
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How many of you would donate money to the founders of Twitter if they put a simple “PayPal Donate” button on your Twitter profile page? I just read an article by Claire Cain Miller @clairecm of the New York Times “Bits Blog” that stated how Dell has made over 3 million dollars from its “Free” Twitter account. I am sure if you took into consideration the referral and repeat business stemming from this Twitter traffic, that 3 million is probably more like 5 million.
Here is my theory. What if Dell made a donation of say 50 cents per follower that directly purchased an item from a Twitter link? @DellOutlet on Twitter currently has 758,311 followers. Lets just take 10% of those followers or 75k and multiply that by the 50 cents. Ok that figure comes out to be about $37,500. CBS charged a record $2.6 million for a 30-second spot during Super Bowl XLI. That’s roughly $87,000 per second. Do you think Dell would have made the same type of ROI it did with Twitter if it had purchased a 2.6 million dollar Super Bowl ad?
Don’t get me wrong I know Twitter is not lacking in venture capital to keep its doors open but I also don’t mind paying for a service that can bring me the type of Return on Investment that Twitter has freely given to major corporations like Dell, @Starbucks, @JetBlue and @Whole Foods just to name a few.
So here is my suggestion to Twitter. Create a simple “PayPal Donate” button and place it on your “How do you make money from Twitter?” page that is located in the “About us” section of the Twitter website. If you choose not to profit yourselves from the donations, may I suggest a few charities that would be more than willing to take the much needed funds of your hands.
Johns Hopkins University to support pancreas cancer research
So I ask you again, would you mind if Twitter placed a “Donate” button on your Twitter account profile ? How much is your Twitter account worth to you these days? Please share what your Twitter account is worth and also share if given the chance how much would you donate to keep your Twitter account?
All the best
JB
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If you don’t know by now the KFC (@kfc_colonel) Free Chicken Meal offer from Oprah (@oprah) is now over. KFC pulled the offer and is now having the President of KFC apologize to America through a youtube video. Both Oprah and KFC should have realized that this type of promotion had the makings of disaster. I was one of the lucky ones to actually redeem my coupon but I could not get the grilled chicken or my choice of sides as advertised on the coupon. I had to settle for a substitution of the original recipe and coleslaw with mashed potatoes. I was not mad at them for the substitution and I really appreciated them still honoring the coupon even though they had run out of the grilled chicken. But I was one of the lucky ones because now there is only a “Rain Check” waiting for anyone willing to bring their Oprah/KFC coupon into a KFC location. Check out the details below.
One good learning experience that came out of this mess for both KFC and Oprah was the marketing impact this offer had on both their brands. This will be an obvious case study on what not to do with a free meal offer.
The Twitter impact was also both good and bad. KFC and Oprah were both top trends for the past few days almost bringing the Twitter platform to a halt. This serge of traffic pushed Oprah’s followers over 900k but only increased KFC to just over 2k.
I in turn got a Tweet from KFC to my @jbrath twitter account saying they would make good on me not getting to sample the Kentucky Grilled Chicken with my free coupon. They 
instructed me to send them a DM and they would take care of me. So KFC its on you to redeem yourself to me and all those millions of people who were turned away empty handed with no grilled chicken on behalf of Oprah.
I will update this blog post with the KFC answer to my DM.
Let me know your thoughts
JB
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I was very disappointed with this list of Women CEO. I could not find one of these women on Twitter. Worse of all is that only 5 of the 15 companies headed by these woman are on Twitter.
I think I was most disappointed in Avon not having an official Twitter presence since they are one of the most popular consumer brands with millions of women customers. I think Twitter would be an amazing asset for a company like Avon. Especially as a customers support tool for its legions of independent sales reps. Twitter could also be a great lead generator for Avon’s sales force. I just did a twitter search of “Avon Makeup” and came up with hundreds of conversation all commenting on Avon products.
Of the 5 companies that have a twitter presence, Yahoo of course has the most followers with just over 10,000. Then it drops down to PepsiCo with just over 1500 and then it takes a dramatic drop with Xerox at just over 500, DuPont with 125, and Western Union with just 25.
Maybe these ladies should take a lesson from Oprah who currently has close to 500k followers at this time and will have a million by the end next month. Oprah just got on Twitter a few days ago but I can bet you she has big plans on how she will capitalize on her use of this new communication service.
Pat Woertz – Archer Daniels Midland (ADM) – No. 27
Angela Braly – Wellpoint (WLP) – No. 32
Lynn Elsenhans – Sunoco (SUN) – N0. 41
Indra Nooyi – PepsiCo (PEP) – No. 52 http://twitter.com/pepsico
Irene Rosenfeld – Kraft Foods (KFT) – No. 53
Ellen Kullman – DuPont (DD) – No. 75 http://twitter.com/DuPont_News
Mary Sammons – Rite Aid (RAD) – No. 100
Carol Meyrowitz – TJX (TJX) – No. 131
Anne Mulcahy – Xerox (XRX) – No. 147 http://twitter.com/XeroxEvents
Brenda Barnes – Sara Lee (SLE) – No. 199
Andrea Jung – Avon Products (AVP) – No. 255
Laura Sen – BJ’s Wholesale Club (BJ) – No. 269
Susan Ivey – Reynolds American (RAI) – No. 294
Carol Bartz – Yahoo (YHOO) – No. 345 http://twitter.com/yahoo
Christina Gold – Western Union (WU) – No. 451 http://twitter.com/WesternUnion
So ladies I am officially calling all of you out when it comes to your non Twitter presence. Lets not let all the celebrities, entertainers and sports figures grab all the glory on Twitter. Madam CEOs you may now Tweet, Follow or just get out of the way.
All the best
JB
@twarketing
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