Live from DMA 2011: Biz Stone, Gary Vaynerchuk and Larry Kimmel Talk Meaningful Marketing
What makes it so great to Stone and Vaynerchuck is not that companies can get on Twitter and make offers to potential customers following them. What makes it powerful is the ability to listen to what is being said about your company, and to react to that and use it as an opportunity to show why people should be interacting with and buying from you.
This has been powerful for both Stone and Vaynerchuk. Vaynerchuk talked about a Wine Library customer who they checked out on Twitter and saw that he was a big Jay Cutler fan. So Vaynerchuk sent him an autographed Jay Cutler jersey as a thank you, and that won the company a lot of new business.
Stone talked about how JetBlue was an early corporate adopter of Twitter, but in the beginning only tweeted press releases. The Twitter users derided these, until finally a frustrated JetBlue representative asked "What do you want from us?!" And the community said, "That." The twitter community wanted to be asked what it wanted and to be engaged in conversation, not have press releases shoved down its throat.
The takeaway is part of a concept Stone calls meaningful marketing, and Vaynerchuk explains as communicating in context. As Stone put it, "Customers are seeking a deeper relationships." And that's something companies can tap into just by being nice.