David Scott - The New Rules of Marketing and PR

And Adagio Teas really is active, using social networks to communicate with customers. The mistake made by so many other companies is just using social media like Twitter as a one-way broadcast advertising channel. For example, @AdagioTeas tweeted: “We are developing a wish list feature & would love feedback. Would you use it as a bookmark for yourself, or as a list to help guide others?” A follow-up tweet thanked customers for their suggestions, announced the launch of the wish list, and prompted further discussion.

People love this kind of interaction and happily talk up organizations that provide it. For example, @jamieworley tweeted: “It’s so cool that @AdagioTeas sends me twitter DMs to let me know where my tea shipment is!” And it is cool. I wish some of the companies I frequently do business with used Twitter Direct Messages (DMs) to communicate.

Over the Thanksgiving holiday, Allison made her own blend because she wanted to have interesting Christmas and holiday gifts for family and friends. The “Create a Blend” widget is really easy to use. Many people love mixing teas, and Adagio has made it fun and easy to mix different flavors to create a unique and tasty blend: You name your creation and choose the types of teas and the percentages of each. You then have an opportunity to create a custom label, either simple text or something much more elaborate.

Here social networking pops up yet again, because you can upload a Facebook photo to be part of your custom label. Instead, Allison made a hand drawing for her label, which she scanned and saved as a JPEG and then imported into Adobe Photoshop. There she added text before uploading the image to the Adagio Teas app. Her “scottea dog” blend is “Just a cute jumpy Christmas blend of assam melody, hazelnut, and peppermint.”

Another fun social aspect of Adagio Teas is that the creator of a custom tea earns points whenever a customer buys that blend. Points can be used to get discounted or free tea. This encourages social sharing by people who create blends—when their new blends are ready to be sold, many people will tweet about them, or post an image of the label with a link on Facebook, or make a Tumblr post talking about the blend. After all, it’s in their best interest to do so.

By building social networking features into all aspects of the customer experience, Adagio Teas drives business success. As customers talk about teas on social networks, fan their favorite blends, or even create their own to share with their friends, new people learn about the company. It sure beats traditional advertising to get the word out.

Social media sites are places where people congregate to discuss things that are important to them. Where are people discussing your industry and the products and services you offer? If that place already exists, you should monitor it and participate as appropriate. If it doesn’t yet exist, consider starting a place for colleagues and customers to meet and revel in information that is important to your market.

Now let’s turn to blogs, another form of social media.

1 1 search.twitter.com

2 2 howtomarkettome.com

3 3 adagio.com

4 4 adagioteas.tumblr.com

Текст предоставлен ООО «ЛитРес».

Прочитайте эту книгу целиком, на ЛитРес.

Безопасно оплатить книгу можно банковской картой Visa, MasterCard, Maestro, со счета мобильного телефона, с платежного терминала, в салоне МТС или Связной, через PayPal, WebMoney, Яндекс.Деньги, QIWI Кошелек, бонусными картами или другим удобным Вам способом.