April 29, 2010
The last couple of weeks have been a frenzy of developer conferences sponsored by the likes of Twitter and Facebook. The sheer amount of information released is staggering and because the events have been targeted primarily to developers the ‘marketing messages’ haven’t been fully formed yet.
As such, having the opportunity to dissect the announcements and share perspectives with peers is important. And last night I attended a Portland event hosted at Webtrends and moderated by local celebrity Rick Turoczy where a group of developers and marketers that attended F8, Chirp, InsideSocialApps, and iPadDevCamp shared their views on the implications of the announcements from the event.
In typical Portland fashion the conversation was relevant, smart, and provided some smart insights into what has transpired over the following weeks. One question stumped the crowd though (and I’m paraphrasing):
How can I, as a marketer, spend money on Twitter [compared to Facebook]?
Personally, I was a bit struck at the fact that there was any pause at all so I tweeted:
I sincerely didn’t expect much in terms of replies. I was wrong.
What is curious is the diversity of answers and the lack of direct answers about how to spend 100k on Twitter directly. Could it be the way I phrased the question & comment? Is it a lack of comprehension on Twitter’s business model?
To set the record straight, I not only agree you have to have the why defined and the goals defined prior to launching a campaign i’m an advocate in the industry for the process. However, for the purpose of this discussion let’s put the following paramaters around the question:
1) You have defined your goals to drive 5000 leads to your b2b technology company, Webtrends.
2) You have dedicated 100k to explore Twitter as a channel.
3) Your CEO will only let you spend the 100k on Twitter (you can’t buy additional resources, software, etc.)
So, with that…how would you spend 100k on Twitter?