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According to eMarketer, there are now more 90 million smartphone users in the U.S. (38% penetration), and this number is expected to nearly double by 2015. Recently, eMarketer looked at how the most popular smartphones stacked up. As could be expected, iPhones and Android phones make up just under 60% of the total smartphone market.
Source: eMarketer
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Most people tweet random things on Twitter at least from time to time. Most times, we don’t expect more than a couple of people to read it, and likely no one will respond.
So, stories like this one, from Peter Shankman, a well-known speaker, entrepreneur and angel investor, are extraordinarily rare. Shankman tweeted last week (presumably as a joke) that he was hungry and really wanted a steak from Morton’s Steakhouse.
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Now for most people, it would end there. Or, maybe a few people would tweet him about their favorite steakhouse or how much they also love Mortons.
Not in this case, Morton’s Steakhouse, who is actively listening and talking with its customers on Twitter, saw Shankman’s tweet. They sprung into action. They got clearance from corporate and prepared a full-on steak dinner for Shankman, and then met him outside the Newark Airport. Now, this goes above and beyond, but illustrates a few key points about how brands can actively use Twitter.
1. Active Listening
There is no reason why brands should not be monitoring what’s being said about them online. It’s essentially a mini free focus group. Pay attention to sentiment and what product(s) or service(s) they seem to be most inclined to tweet about. Then, join the conversation. Mortons would have never been able to pull off this PR stunt if they didn’t have an active Twitter presence.
2. Surprise and Delight Your Customers
Mortons didn’t have to supply a steak dinner to an unsuspecting Peter Shankman at the Newark airport, but they did anyway. Despite this obviously being a PR stunt and Peter Shankman having over 100,000 followers, it’s still a way of surprising people when they least expect it and exceeding their expectations.
Even a small gesture, such as Zappos expedited shipping, is a form of surprising and delighting customers. This small gestures, when used strategically, end up building more loyal brand advocates in the long run.
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SXSW may be seven months away, but the PanelPicker is already in full swing. This year, ClickFire Media has submitted two panels for the 2012 SXSW Interactive conference. We are asking for your help. If you want to hear us speak, please vote for either of our panels (and/or leave a comment) from now until Friday, September 2nd.
The technology and thinking behind filmmaking has been evolving since the art form has existed. The techniques taught for filmmaking have traditionally been done with only the film media in mind. More recently, interactive applications like video games, apps, and websites have risen in prominence as a visual storytelling medium, but while influenced by film, the techniques for their creation have evolved independently. Instead, it should be about merging the two worlds to create cinematic interactive experiences. Instead of just talking about these VFX techniques, we will demonstrate many of these VFX effects during our talk with the help of our green screen. These techniques include video compositing into live rendering 3D set pieces for browser based web experiences, real-time live action match moving and controlling stop motion sets with a mouse.
At SXSW, you’ll be sitting next, talking to, having drinks with brand marketers, agency folks, startup founders, freelancers, etc. For one week, we manage to all play nice. Then, we go back and collaborate relatively freely within our office and clients. But when asked to collaborate with other agencies, things can go downhill quickly. In an open conversation, we’ll outline ways to cut the tension, play nice and even get new business.
Do either of these panels sound interesting? Then swing on over the SXSW PanelPicker selection to cast your vote. ClickFire Media will thank you!
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August 2009
Every person at Click 3X is their own special kind of crazy.
The Rude Boy music video for Rihanna was a lot of fun to work on. Great collaboration, great teamwork, and a really cool looking finished product.
Donad Duck. I admire his ability to never wear pants.
Time Travel. I could redo or skip any moment. Also, I could know the lottery numbers every single time.
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May 2011
My favorite thing about working here are the people. The happy hours are also fantastic.
Choosing a favorite project? It would be as difficult as choosing a favorite star in the sky. Why would I ever feel the need to, when I get the opportunity to work on great projects everyday?
Bart Simpson. Why, you ask? Eat my shorts.
I’d like to move, think, and react at a superhuman speed. (aka the Flash).
