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Social Media

#263 – Social Media, Coffee and Knowledge Sharing

Today it’s a tale of social media, coffee and knowledge sharing. A while back on Twitter I connected with @TimTD (Tim Tarby-Donald) in a conversation about QRCodes, since then it’s expired that we both work for Xerox, but in different communities (Xerox is a large company after all!). We continued conversing and even got Klout scores for being influential about coffee! Since then, we’ve noted that Tim’s team would benefit from a better understanding of XMPie.

Today we finally managed to meet up, I presented to his team, and we even got the coffee we’d been promising each other. Results all round in my book. Just a shame that the sandwich purchased from the service station didn’t have the same results!

Social Media meets Cross-Media – The Results

We recently produced and ran a cross-media campaign that integrated beautifully into Twitter. For all the details of the campaign itself then take a look at my previous posting.

The campaign was tightly integrated into what we (XMPie) were doing at a UK trade show (MediaPro Expo 09) and was specifically targeting people to allow them to jump the queues and get a ‘VIP’ badge to attend the demonstration.

This campaign was exclusive to Twitter; which meant that anyone that wanted to experience it had to be a member of Twitter.com and they had to follow the account that we had set up. This again kept the campaign contained to a particular medium. When the campaign was initiated we seeded the viral element on about 5 twitter accounts, and we created a small press-release that went out.

Everyone therefore came into the campaign by responding to a viral message promoting the campaign or came in because of the press-release. There were a few that responded because of word-of-mouth.

Looking at the final results I believe that the viral element to the campaign was ‘potentially’ seen by 20,000 – 30,000 people. I say ‘potentially’ because only a small percentage of people will actually read every ‘tweet’ that they see from someone they are following – so the chances of seeing the viral tweet from the campaign was small. To that effect I cannot really draw any conclusion – except that the potential audience was relatively confined and small (in comparison to what it could have been if we had continually tweeted the viral element).

140 people responded to the call-to-action and followed the Twitter account that we had set up – but only 110 (79%) of those people actually came into their personalised website (RURL), which is interesting. I can […]

Social Media meets Cross-Media

I recall having sat through several presentations in the space of several weeks; all talking about the print industry and how both personalisation and cross-media were important. However within each presentation the presenter had also gone on to say that Twitter was also important; but only as a communication channel.

To a room full of commercial printers, market and service providers I could see them struggling to understand just how Twitter was important to them in delivering better communication services for their customers. I have to say, I was struggling as well. However I had a rare ‘moment’ in which I could see a way of using both technologies together to achieve an effective goal.

Twitter as we all know and love is great for micro-blogging and real-time social communication. Twitter exists for people/companies to act as content providers and for others to decide if they want to listen to them. They do this by ‘following’ those accounts that they have an interest in. Cross-media campaigns on the other hand exist to allow marketers to develop a conversation with a customer about a service, product, event or process. However in traditional campaigns marketers are normally forced to select customers that they would like to target the campaign at. Sometimes at random and sometimes selectively.

So, what if Twitter could be used to drive ‘interested’ people into a cross-media campaign about a product, service, event or process that they are actually interested about?

To test this principle we used the UK event, MediaPro Expo 09 as the topic of a campaign.

The process goes something like this:

A Twitter.com user openly decides to follow @xmpiemediapro09 as the account set up to promote XMPie’s activities at the show
A bespoke application written using XMPie’s APIs then recognises that a new […]