It was interesting to see a job offer asking for an analysis of a touch point to be submitted with the application. So I thought I would do one myself, and chose “Twitter” as the Touch-point Analysis. In a one page analysis, here is something that might help you and your business…..
Twitter can be a good marketing tool if used correctly. Regardless of if you only have a small number of followers or a fair number of followers; what is important is how many of those followers are active with you? It is very difficult to get people to stay on Twitter and to stay interested in watching your tweets.
Look at the amount of tweets that you sends out, relative to how many you have on your account, and it is probably not very many, but what is more important to me is the amount of interaction you have with the followers. Touchpoint’s are broken up into 3 major sections; pre-purchase, post-purchase and purchase experience, and it is important to first establish what you are trying to achieve, what experience do you want your fellow tweeter to have, and what you want to get out of this powerful marketing engine; Ultimately to drive potential business to the company
You need to interact more with the followers, to gain confidence in them, as well as give them valued information. Make them feel welcome, and make them feel that if they don’t stay, they can miss out on important things you have to say.
It is important to also tweet about things that are relevant to your business; it is no use re-tweeting things that have no relation to you, and also not personal information with friends, it must be strictly business. People that are following you should care about your product, not the fact that your fax machine’s ink ran out. The person doing your tweeting must understand your product, your company, know what’s important and of course know how to communicate well.
Your tweets should of course bring in sales to the company, and for social media, which is growing at an alarming rate, is equated to be something like this: 20% of your tweets should inform your followers about business, products, specials, events etc. 20% should be light-hearted and entertaining to engage your followers, and 20% should convert to business. The other 40%, the largest part of your Tweeting, is for interacting with your followers.
Mobile touch-points present an opportunity to develop ever-increasing, positive customer relationship experiences, and encourage loyalty. The mobile phones of today are designed to deploy service messages; alerts, notifications, events and product updates, all by ‘push alerts’. It is vital to capture your market and to keep them entertained.
Today, everyone walks around with a potential encyclopaedia of information, and constant push alerts of what is happening. Tablets, iPads and Android smart phones have rich viewing capabilities; why not use that to your advantage in a tweet link, with a quick interactive movie of what is happening on the innovative side of your business?