Count IBM as one marketer that has found a way to make Twitter work as a CRM tool in a business-to-business context.
Big Blue has set up Twitter communities around events, both face-to-face and online. Attendees can communicate among themselves and with speakers and product managers before, during and after the event.
“These attendees are classic early adopters,” says Ed Linde II, senior marketing manager for Web marketing at IBM. “They are using Twitter to share tips and experiences with the products, telling new users what to expect, and to offer planning guidance. It’s like a real-time user group. Often, they trust each other more than they trust the vendor. Plus, they like the networking.”
Linde’s group is also using Twitter to enhance customer communications. Jan Van Hoomissen, IBM’s Web marketing manager, noticed a tweet grumbling about IBM Intel servers being overpriced. On examination, the message turned out to be from an IBM business partner. She reached out to the partner, and was able to restructure the deal. Later, the partner twittered his gratitude for IBM’s responsiveness.
“We’re using these new tools to cut through some of the organizational complexity,” notes Linde. “It’s important to be quick, transparent and honest in social media. We have to take some lumps, but if we respond appropriately, we can turn them around into a positive.”
— RUTH P. STEVENS ([email protected]) consults on customer acquisition & retention, and teaches marketing to graduate students at Columbia Business School.
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