Here's an example of how a brand develops a personal relationship with its target. It is not MASS marketing, its smaller and more targeted and can create a deeper connection than standard advertising.
Jason Calcannis founded Silicon Alley Reporter, and Weblogs and is kind of geek famous. He blogs regularly, and updates his twitter a couple times a day and I track him as do 12,000 other people (a number that’s growing rapidly day over day) He’s a bit of a pompous jerk, but very smart. I track him because his ideas and thinking are useful to me professionally and he’s a wise ass and I’m curious to see which significant tech power player he’s going to pick a fight with next. Tonight he organized what he called Dim Sum 2.0 where he invited tech entrepreneurs, marketers, programmers, and writers to get together for Dim Sum at a place in China Town tonight to talk technology. The invite was extended through his blog and twitter feed. I would’ve been there but I’m in LA.
Around east coast dinner time in my twitter feed I saw this from Calcannis:
I'm streaming live right now, come chat! http://qik.com/video/38665
1 minute ago from web
At his Qik.com link he ran around with a video enabled cell phone and filmed the event. He kibitzed with other tech geeks while 500 people chatted live, and he spoke to them and shared their comments with other geeks.
For most people the content sucks, but they're not Jason Calcannis fans and they have little or no interest in him or what he’s talking about. But I do. When he tells people from ValleyWag to fuck off, that’s entertaining to me because I know the back story. When he talks to the founder of Trender about when they met in 1995, and saw the Mosaic browser, and believed in the internet when no one else did, that was cool b/c guys like that are pioneers to me. Take the nerdness out of it. Everyone has things they care about like this and our brands can draft off them.
I don’t think Qik or Twitter or a Blog is any more answer to communications challenges than Dim Sum is. It’s the frequent contact that’s always fresh, its inclusion of the audience with the brand, it’s the real-time interaction, and its niche content that matches a target audience. A blog and twitter and Dim Sum are tools to help you communicate more frequently with those that are interested and give your customers what they want.
You don’t need a twitter strategy we need an engagement strategy (knowing about the tools how they are used just opens up possibilities)