Twitter Generates $3 Million for Dell

I really enjoyed reading the recent New York Times piece where they reported that since 2007, Dell had earned $3 million in revenues directly from Twitter postings, mainly through coupons and word-of-mouth. Without a doubt, I think we are on the cusp of a “Twitter Revolution,” I wouldn’t be surprised to see Google Adwords revenues go down as business who are looking to do more with less turn to Twitter. However, I think the direct mail postcards and print advertising industries are going to be hit first.

The fact is Twitter is FREE! The only cost is for the time for someone to create and manage the campaigns (I’m sure this will change sometime in the future). Of course, you will have a serious issue if you don’t have any followers! DellOutlet has over 650,000 followers. If you are going to even consider using Twitter as a marketing strategy, you better have a Twitter follower acquisition strategy before you begin.

The second story here is the turnaround that Dell has with the web. It wasn’t that long ago when Dell made crap, and Jeff Jarvis started the”Dell Sucks” revolution through his blog: www.buzzmachine.com. Now, Dell appears to be the poster company for how to create a successful internet marketing campaign!

What do I think is a reasonable Start-up Twitter Marketing Strategy?

First in order to have followers, you need to offer them something of value, this will give them a reason to follow you. It could be offering tips, answer questions (Q&A), after you give value first you can throw in an offer. Maybe its a discount, a buy one get one free, or get a free add-on or gift with purchase. Whatever works for your business. How do you get followers? Have your Twitter account on all marketing materials (brochures, business cards) as well as on your companies e-mail signature. If you have a print or email newsletter, make sure you have the Twitter logo clearly visible with a link to your Twitter account. These are your key customers, these are people who have bought from you in the past, so you need to first focus on them! As you build more and more followers, others will find you because their friends follow you. And so it continues until you build momentum.

Another way to build a following is to hold a contest. But it needs to be newsworthy (& low cost to you). You may want to give away a years worth of your product, lunch with the founder, or free tickets to an event. I’m currently researching Twitter contests, and will discuss them in depth in a future blog.

Enough of my ramblings, have a great day!!

Cheers, Jeff Russell