The View From Here

By Melissa Campanelli

About Melissa

Melissa Campanelli is the editor-in-chief of Target Marketing's eM+C brand and All About ROI, a monthly print magazine, website and e-letter (The ROI Report) that's all about the integration of sales channels, including print/catalog, transactional websites and retail stores, as well as email, mobile, social media and more.

Prior to becoming editor-in-chief of eM+C, Melissa spent ten years at DM News, where she was first a senior editor and then deputy editor. She's also a leading expert in small business e-commerce and author of the books "Entrepreneur Magazine's Open an Online Business in 10 Days" and "Start Your Own e-Business."

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A Twitterview Live From TWTRCON

By Melissa Campanelli | Posted on June 04, 2009

Question: What's the best way to learn about what went on at TWTRCON SF 09 (www.twtrcon.com), the first conference entirely focused on Twitter as a business platform?Answer: Do a Twitter interview, or a Twitterview, live from the conference.So that’s what I did with Michael Della Penna, an attendee of the event and founder of the Participatory Marketing Network, which was a sponsor of the event. (Full disclosure: The Twitterview wasn’t exactly live. It took place a few days later.)At the conference, which was held in San Francisco on May 31, attendees learned how to create Twitter business strategies, use Twitter applications to create revenue, and use Twitter to listen to customers and respond. Attendees also networked with marketing and media executives, Twitter developers and social media experts. Speakers included Guy Kawasaki, co-founder of Alltop; Stefanie Nelson, who runs the marketing communications for Dell Outlet; Jeremiah Owyang, senior analyst at Forrester Research; Bob Pearson, president of The Blog Council; and Ed Terpening, vice president, social media marketing for Wells Fargo.Mike and I discussed some key concepts brought up at the event, all in tweets of less than the specified 140 characters. The following are some highlights from our discussion: mcampanelli: What are the some of the biggest obstacles for companies looking to adopt social media?mikepenna: Typically 1. Fear; 2. Costs; 3. Scalability concerns; 4. Perceived lack of tools; 5. IT/corporate departments.mcampanelli: I just learned of a study your org. presented there that said Gen Yers aren't using Twitter. Why?mikepenna: Most don't get it. They do text messaging and visit social networks, but don't understand the value of Twitter yet.mcampanelli: What do some of the best corporate social media policies include? mikepenna: 1.What you can or can’t say; 2. What behaviors are appropriate; 3. Who owns what; 4. Disclosure info.; 5. Education. mcampanelli: Are companies starting to put these policies in motion? If not, what could happen? mikepenna: They are — but have to re-examine traditional approaches and policies and address new ones.mikepenna: One example of what companies now must address is "who owns the followers" when an employee leaves? mcampanelli: Let's talk about marketing with Twitter. Can you do real targeting with Twitter? mikepenna: Yes. New tools are coming to market. In essence they will allow marketers to create groups, schedule tweets, etc. mcampanelli: What are some of the new tools out there? mikepenna: There were several at the show. CoTweet for one helps marketers manage dialogs with customers. They are in beta now.mcampanelli: Any interesting case studies from TWTRCON? Firms that do marketing on Twitter right?mikepenna: Yes. Several in fact. Some of the bigger ones were @comcastcares for customer service and @delloutlet for sales.Click here for a larger version.

Companies Mentioned:

Dell

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