Yes, this is another blog post about Twitter.

It looks like Twitter’s ready for your brand. Is your airline, coffee franchise, financial services organization, non-profit, car dealership, landscaping company, ad agency, funeral home or laundromat ready to Twitter?

From a social media marketing analysis standpoint, the conversation has changed from questioning Twitter’s viability as a channel to acceptance of the tool, its audience stability and growth. The question now is, how does a brand use it without (as the internet-savvy say) EPIC FAIL?

Here are some of the recent thoughts, proofs and discussions:

1. Dell expands Twitter strategy
2. Dell explains their strategy on YouTube
3. Zappos (@zappos) has 400+ employees on Twitter (and amazing online reputation/WOM momentum), and here are the employees: twitter.zappos.com/employees
4. Bryan Person (@BryanPerson) is collecting “BrandsOnTwitter” Delicious Links
5. Jeremiah Owyang (@jowyang) analyzes at the Brands that have been unsuccessful on Twitter
6. Fortune Magazine highlights Twitter’s potential

Let me know if you find more analysis to help brand planners and marketers understand Twitter.

Follow me here: @craigritchie

Update: Jeremiah Owyang has posted his recommendations for Brands on Twitter.

Filed under: Brands, Marketing, Social Media, Twitter, Web 2.0, Web Strategy by Craig Ritchie
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Tags: brandsontwitter, dell, fortune magazine, Twitter, zappos

Web conferences have become host to the new wave of viral tools and technologies that are enhancing community and business meetings. Carlson Marketing calls this next-gen conference style ‘Meetings 2.0.’ As a worldwide enabler of business meetings, Carlson has added mobile tools and social networking to their meetings and events offerings, which expands the experience from just ‘During’ to include ‘Before’ and ‘After.’

Twead carefully during your keynote

Recently, at the Toronto Mesh web conference, a lot was revealed about the future of conferences. Specifically, the massive impact of mobile devices and social media tools on these types of get-togethers. The communication vehicle of choice? Twitter, of course. During the two-day event, power-tweeters (frequent users of Twitter) introduced the power and benefits of micro-blogging to dozens of twuddites. (Twitter luddites)

What was the call to action for these new adopters? Easily a quarter of the audience members in any given session had laptops open, and half of them were twittering amongst themselves, expanding the presentations and panels to deep discussions in the seats.

Twemes, a Twitter API implemetation, further enabled the conversation between tweeters, as Mesh attendees or ‘Meshies’ tagged their 140-character-or-less comments with ‘#mesh08,’ allowing the community to follow the discussion in real time as the comments rolled by. You can see all of these comments aggregated here.

I recommend trying out Twemes.com: ideally, follow a “hot pick” in the top right corner (these are usually conferences) and click “start live update” to see the topic-tagged twitters roll by. You can imagine the additional engagement this provides for events and conferences.

The added value of the Twitter conversation backchannel was obvious. During the conference, Meshies were using Twitter to discuss the future of music as a business model, and taking the liberty of re-branding Saturn’s awkwardly named social network ImSaturn (the marketer from Saturn tried desperately to point us to the correct URL, but stumbled through the difficult address).

Do we even have to attend anymore?

ScribbleLive was unveiled at Mesh ‘08, a live blogging platform with real-time updates. In this forum, ScribbleLive users live-blogged forums and presentations, allowing multi-taskers and attendees in other sessions follow multiple discussions. For a great example of the group blogging output, check out the live blog of Steve Jobs’ Keynote at the WWDC, including his announcement of the new iPhone 3G.

My mobile meeting manager

Mesh ‘08 also boasted an impressive, although slightly off-the-mark blackberry app. The technically-oriented (crackberry-addicted) audience presented an optimal opportunity for Sweet Caesar to offer a free downloadable guide to the event. The features and user experience of the app were quite valuable, even though it just left me wanting more.

Among the features were a venue map, schedule and presenter bios. Unfortunately, this information didn’t update over the two days and was incorrect (as conference schedules go) as soon as the first keynote began. Overall however, the implementation demonstrated the potential for great value in the future. Now event planners must consider “What is my mobile strategy?” “What is my web strategy?” Maybe next time we’ll see the integration of Twitter, ScribbleLive and social networking tools to enhance our next Mesh (or your next conference’s) experience.

Look for Part 2 of my post on the evolution of Meetings and Conferences: Meeting virtually in real life (Part 2): Entertain us, we’re bored and twittering.

Filed under: Future, Marketing, Social Networking, Twitter, Web Strategy by Craig Ritchie
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Tags: app, blackberry, carlson marketing, conferences, imsaturn, iphone, meetings, meetings 2.0, mesh, mesh08, mobile, scribblelive, strategy, sweet caesar, twemes, Twitter, Web Strategy, wwdc

I don’t know if you’re experiencing it too, but if 2007 saw a social explosion online, the first quarter of 2008 is witness to the fallout. As Facebook adoption slows, Twitter is exploding with new users, LinkedIn’s engagement seems to be soaring, and niche social media sites are finding their stride among an empowered prosumer population. I’ve spent the last few months using a multitude of tools, and finding new life outside of Facebook.

The fallout is everywhere, and new, real growth from that fallout is happening thanks to users spanning beyond the early adopters and tech-savvy teens. So, ‘Hi’ to the grandmothers and other “late adopters” (CEOs?) out there joining the conversation. It’s richer now, and we’re all benefiting.

Filed under: Community, Social Media, Social Networking, Twitter, Web 2.0 by Craig Ritchie
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