H&R Block, an early adopter of Twitter, initially saw the social networking tool “as a way to push its marketing message out to a small group of influential people. Call that Twitter Mistakes 101.” But soon, H&R saw the wrong ways in their motives. Stacy Getz, marketing manager at H&R, explained that “We soon realized that we needed to listen and share, rather than pushing out marketing messages.”
Tinker, a new service inspired by CNN’s interactive Twitter integration during President Obama’s inauguration, is designed to capture all conversations around a certain topic, and to do so using more “than just clumsy #hashtags and Twitter search.” In fact, “these curated event conversations” can be sponsored by a brand and distributed with a widget or through standard ad units across the web. Brands are already exploring it as an option for exploiting Twitter, even for swine flu. (A company that sells sanitizing soap sponsored the Swine Flu event, apparently.)”
Those are just two of the case studies in iMedia Connection’s intensive case study post. The final three studies come from MTV, who tries to create a 21st century version of the game Telephone, Kogi BBQ, a Korean BBQ truck company in Los Angeles who wanted to create a cult following, and Microsoft, who launched ExecTweets.
The full story at iMedia Connnection:
http://www.imediaconnection.com/printpage/printpage.aspx?id=23151
