Holy moly, Twitter marketing that doesn’t suck!
I really can’t believe it. Yesterday I was on the receiving end of a marketing ploy on Twitter that was well conceived. I know, it sort of freaked me out too. Most marketeers don’t understand the social space. I don’t want your brand to randomly hassle me. I don’t want a generic friend request from your crispy fried chicken/fancy new car/extreme type soda. If I seek out a brand that’s one thing, but intrusive outreach makes me want to flame them.
Anyway, this is my Twitter. I updated my status to “can’t help but wonder why Wow Wow Wubbzy is so great.” If you haven’t seen Wow Wow Wubbzy I would strongly recommend it. It’s sort of like Japanimation and Rainbow Bright had a kid who takes a tremendous amount of ecstasy. Ben loves it. There’s a good chance I’d watch it after a couple of cocktails even if I didn’t have a kid. Then next morning I had some one new following me on Twitter: WubbzyJen.
The first thing you always do when someone follows you is to check them out. Her bio:
Bio Hi, my name is Jennifer! I work with Wubbzy and would love to talk. Feel free to tweet me with any questions or comments about anything Wubbzy.
Her Twitter profile also had a link to the official Wubbzy blog. Somebody at Nick Jr. in the illustrious Wubbzy division gets how to do this stuff. Some important rules were followed:
- Social marketing requires laser beams, not shotguns – I got hit up because I’d mentioned Wubbzy already. They pre-qualified that I might be receptive before the targeted me.
- Take the light touch approach – The wrong thing to do in this scenario would have been to shoot a direct message over with something like “Hey! YOU LIKE WUBBZY! YOU SHOULD FOLLOW US ON TWITTER BECAUSE WE’RE MARKETING AND IT WILL BE COOL AND EXTREME AND [insert additional buzz words here]!!” They only followed me which is as light as it gets on Twitter
- Use people – The Twitter account was for some staffer named Jen, not for the show itself. That makes me way less likely to get pissed off since people connection is the model that we generally adhere to in the Twitter format.
- Engage with me, don’t market at me – Clearly they wanted me to end up on the Wubbzy blog. But they resisted the temptation to have every Tweet be a demand to visit. They stuck with the common practice of linking to it only from the home page and focusing the Tweets on actual communication with fans.
So there you go. Marketing on a social platform that doesn’t suck. Now here’s some Wubbzy to soothe your brain.
