Twitter can be a powerful tool for sharing information, following topics of interest, and connecting with industry leaders. However, for many businesses (both large and small), Twitter is still that “strange” social media platform that they would like to use but they are unsure how.
There are many different approaches that businesses can take when using Twitter, such as:
- Customer service
- Lead Generation
- Sales and discounts for customers
- Communicate with customers
The following are three case studies that showcase different ways that businesses have successfully used Twitter, as well as lessons learned while implementing these different tactics.
The Social Media Examiner interviewed Marla Erwin, the Interactive Art Director at Whole Foods, about Whole Foods’ amazing success integrating Twitter into their marketing strategy. Whole Foods was an early adopter of Twitter, and has now become one of the largest retail brands on Twitter. Marla explains that Whole Foods has learned a lot about how Twitter fits into their overall company strategy and goals, but that their main focus of using Twitter to connect with customers has not changed.
In the interview, Marla discusses:
- Why Whole Foods decided to add Twitter to their marketing strategy
- Whole Foods’ dedication to integrating user generated content
- The organic growth of Whole Foods’ Twitter following
- How Twitter was used to increase blog traffic
- The strategy behind having over 150 different Whole Foods’ Twitter profiles
- The development of niche profiles
- How Whole Foods’ used Twitter to create an on-going conversation
I highly recommend checking out this case study to learn more about using Twitter to drive website traffic, connect with customers, and deepen customer loyalty.
Dell was an early adopter of Twitter, realizing early on that the growing social media platform had the potential to not only increase sales but to also help better product development and deepen customer loyalty. Dell’s Twitter strategy continues to evolve, but it is still focused around the same goals they had when they started using Twitter, to listen and engage with their followers.
This case study focuses on the evolution of Dell’s Twitter strategy, I found it particularly interesting because of the focus on follower engagement and how it tied into Dell’s ROI calculations. In addition, this case study focuses on Dell’s integrated approach to using Twitter, focusing on customer services, sales promotions, listening to customers, and more.
Naked Pizza is a take-out and delivery pizza chain that began with one restaurant location in New Orleans. The restaurant had a few bumpy years in the beginning, but with a revamped branding, a new overall company strategy, and a Twitter focused marketing strategy, Naked Pizza found their footing and grew like crazy.
This case study focuses on how Naked Pizza was able to increase both their number of new customers and their total sales by using Twitter only promotions. The true measure of success is in the numbers, and this case study shows it. Naked Pizza’s first Twitter only promotion accounted for 15% of their total sales, and 90% of customers who responded to the Twitter only promotion were new! Check out the full case study on Naked Pizza to learn how Twitter has now become a key component of their overall company strategy.
For more examples of how companies have successfully integrated social media into their marketing strategy, check out Social Media Case Studies: Facebook Successes to Learn From.
Do you think one company in particular is doing an amazing job as utilizing Twitter for their business? Or do you have a favorite Twitter success case study?
I always appreciate your insights and feedback, please leave a comment below
By Brianna Smith