Tweeting For Brand, Awareness & Dollars

In the nine weeks we have been on Twitter we posted about 6000 Updates! And, I wrote them all.

Our objectives were to:

1. Create awareness for a new ws: http://cpinstituteonline.org
2. Create demand for our brand and value-proposition
3. Create a Twitter-base for RTs, Mentions and FFs
4. Start building for referrals
5. Build trust and confidence
6. Include Canada and the UK (planned expansion)
7. Create an income stream

Using auto-posting tools, Hootsuite, Twinbox and other tools we created integrated campaigns that addressed:

a. Follower universe characteristics
b. Times of day (traffic patterns)
c. Messaging content (soft sell, shock, did you know, hard sell, education, novel, news)

We created interlaced-campaigns based upon DAY and TIME (groups are next) that addressed, among other things: Twitter traffic patterns, demographics, psychographics, stress patterns and gender patterns.

These campaigns created these content components:

- education - news and expert information
- soft sell - why you should and soft-shock
- did you know - industry facts relating to consumers
- hard sell
- novel - adaptation of news in tangential areas as they related to debt collection
- news - highly relevant news with commentary

We Tweeted these campaigns according to a set of carefully created schedules that included:

- people at home
- people at work
- late night people
- location
- hi concentration areas
- seniors
- upline and downline referral potential
- test tweets

We measure our Tweets with various tools such as Tweeteffect, inbound phone calls, DMs and emails.

Results:

1. Measurements show that education and news/commentary is first followed by soft and then hard sell.
2. We built system trust through news, commentary and useful information (see other blog post on this) followed by news, followed by pointers to our ws/tel# and email address.
3. Over time we started substituting Tweest + URLS with Tweets sans URLS (e.g., no authoritative source) to test for receptivity using standard URL compression utilities and their associated "hit" "open" counters + DMs, emails and phone calls.
4. Shock worked best at late nite and early AM.
5. When asked people to RT, some did. The most RTs were Tweets that contained very new, unusual, highly relevant or very useful content.
6. Calls for a Free Newsletter were high, calls for Affiliates were medium and late night calls for free help were common.

On the subject of Free. When we posted Free consultations or Emergency Assistance responses were high.

In summary, Twitter can be an effective marketing tool that builds Brand, Awareness and Dollars as long as you create and drive a carefully planned strategy that plays to the unique culture of the Twitter universe.

More to come....