Some of the greatest challenges in business today centre around keeping people motivated, productive and loyal. However, we live in times where a plethora of choices and digital distractions makes this more difficult than ever before. In response to this challenge, game designers have been developing incredibly powerful ways to get people to learn, stay attentive, collaborate, and stick with the task until it's done with excellence.
Marketing on Twitter is largely about influence, unless you simply want to use it as a customer service channel. You either want to co-opt people who are influential on the platform, or become influential yourself.
Some people think that influence on Twitter can be determined simply by looking at the number of followers a person has, but this is crude - you have no idea how that person grew their follower base, to what extent people actually pay attention to what they are tweeting about, or how many of their followers are active. Another approach is to survey other Twitter users in your target segment about how you or others influence them, but this will be subjective and time-consuming. So the most viable approach I've found is to use analytics tools.
One of the best Twitter analytics tools I've yet used is called Klout. It measures your influence, or "Klout" on Twitter. I found the output, the KloutScore fascinating and insightful, so I wanted to know what variables they use to get their results.
Influence on Twitter, according to Klout, can be derived from the following variables:
o How diverse is the group that @ messages you?
o Are you broadcasting or participating in conversation?
o Are your tweets interesting and informative enough to build an audience?
o How far has your content been spread across Twitter?
o How likely are you to be retweeted?
o Do a lot of people retweet you or is it always the same few followers?
o How many people did you have to follow to build your count of followers?
o Are your follows often reciprocated?
o How influential are the people who @ message you?
o How influential are the people that retweet you?
o Are you tweeting too little or too much for your audience?
o Are your tweets effective in generating new followers, retweets and @ replies?
So, you may be wondering how you can raise your level of influence. Well, according to Klout, it's simple:
Just use Twitter on a regular basis, say interesting things and engage with people and your score will inevitably start to go up.
To that I'd also add: use Twitter analysis tools to help you understand where you could perform better!
Mike Stopforth often speaks of a concept called Guerilla Kindness. There's not much about it online though, so I thought I'd spark the conversation.
Guerilla Kindness is an ongoing strategic approach undertaken by a company to surprise and delight people in the hope of creating a great story associated with the experience to pass on to their peers, and hopefully mention online.
- Graham from Missing Link was sent a toy car by the call-centre agent at Outsurance when he crashed his car. He blogged about it, and many a reader of his blog (including me) was impressed by the remarkable courtesy and good humour displayed by the insurer.
- Aston Martin gave Mike the keys to a DB9 for a day after he wrote an article mentioning the vehicle. He subsequently blogged the experience, the post was picked up by some major sites and over 50 000 people read it. As a result and I'm sure quite a few of those have grown their appreciation for the company and its cars (I have).
- An idea might be to organize a flashmob to clean up a really messy city street in an instant; paint an ugly building; plant a few hundred trees or organise fabulous suprises for random clients.
- The idea is not to brand the act, nor to publicize it yourself.
- Your intentions should be good, and hopefully someone will mention it of their own accord (that's how things work in the blogosphere and the world of Social Currency)
In other words it refers to random acts of kindness that are:
- Unexpected, and
(Drink from the CUP of kindness :-p)
By the way, the more money you spend, the less it is trusted. Use some energy, thoughtfulness and time instead.
It's a fun idea. I'm already working on my company's Guerilla Kindess strategy for 2008.