Being Cheryl: Social Media Marketing Tips from Columbus, Ohio

In the Twitterverse, you can find everything from a mom and pop restaurant to an international banking institute Tweeting away - self-promoting, conversing with their network and occasionally posting irrelevant information - and many have seen great success.

According to Bill Balderaz, founder of Webbed Marketing, “We’ve seen Twitter drive membership to a community, influence public policy in healthcare. We’ve had clients change their messaging based on information gathered on Twitter.”

“I’m hard pressed to think of an audience that [Twitter is] not appropriate for,” says Balderaz. “Honestly, in a year that will be like asking if there is a business that e-mail or telephones are not appropriate for. Twitter is a fundamental shift in the way we communicate.”

So how are all thesebusinesses using Twitter? What kind of information are they posting, and what results, if any, have they seen? I interviewed the people behind seven Central Ohio business Twitter accounts and pulled some of their stats and posts to find out.

(Note: Following/follower numbers were pulled April 21)

Surly Girl Saloon
The advertisement Tweet- wake up to a chuck wagon breakfast pizza, it will cure your hangover but it’s not for the faint of heart. brunch goes 11-4pm.
The conversational Tweet - @jonmyers what cat? thought the dog was babysitting collier west today?
The irrelevant Tweet - do you like pina coladas? we don’t have em.

Number of followers: 792
Number of updates: 289
Date joined Twitter: January 9, 2009
Twitter bio: Bringing the low-brow to High Street, neighborhood saloon serving up heaping helpings of good food and cold beer 11am-2am daily.

Elizabeth Lessner is the CEO of Surly Girl Saloon, in addition to Tip Top Kitchen, Betty’s and Dirty Frank’s Hot Dogs. She has all four restaurants Tweeting regularly. “We use Twitter to communicate specials, special events and links to press or other relevant media items,” Lessner says. “We like to stay on top of communicating with our guests in the most efficient way possible, and it doesn’t get more direct than Twitter. Twitter also allows us to quickly remedy or answer problems, questions or concerns. We think of it as an online concierge service for our restaurants.”

While the restaurants haven’t been directly measuring the impact of their Twitter efforts, the effect is easy for Lessner to see. “Twitter has a funny way of seeping into the subconscious,” Lessner says. “We have had customers come in and tell us that they have a crock pot full of food at home waiting on them but since we mentioned our crab cakes, they are dying for one and had to stop on the way home!

Katzinger’s Delicatessen
The advertisement tweet -seats still available for the cheese, wine and beer tasting next wednesday 4/29. call now for reservations! 614.228.3354
The conversational tweet - @b_moore bastard
The irrelevant tweet - ok i have to go pay for my sewer repairs now……

Number of followers: 668
Number of updates: 509
Date joined Twitter: December 13, 2008
Twitter bio: Times baaaad? Deli gooood!

Diane Warren, owner of German Village’s Katzinger’s Delicatessen, joined Twitter after one of her board members suggested it as a possible marketing tool. “I have enticed a few deli virgins so that’s a success,” Warren says. Plus, “I’ve gotten some traditional press because of it.”

Warren recently invited a group of social media-savvy individuals in for a “TasteCasting” – the group goes to a restaurant, enjoys free food, and then broadcasts the goods via Twitter and other social platforms.

“Immediately following the [TasteCasting] I had an increase in cheese sales, but I’ve been doing this long enough to know I never know until I’ve seen a continued steady increase over time,” Warren says. “Since it is over time, I don’t ever know exactly what the catalyst is.”

Though Warren has enjoyed using the site, she cautions that Twitter may soon become an outdated advertising platform. “I wonder where the tipping point is – at what point Twitter becomes the Sunday paper back when it was The Sunday Paper loaded with ads,” says Warren. “I think Twitter is, and can continue to be, another vehicle for getting your word out, but it is a whole new way to distinguish yourself in a flooded market.”

Crimson Cup
The advertisement tweet - Exciting News!!!! We will be celebrating our 18th Anniversary on May 12th at our coffee house with $1 lattes/mochas. Details soon!
The conversational tweet - @lizless In Bexley it’s lookin clear
The irrelevant tweet - Good Morning! Happy Earth Day! Today is mtg day, so I’ll be in and out all day.

Number of followers: 576
Number of updates: 1201
Date joined Twitter: November 3, 2008
Twitter bio: We roast & package coffee and teach coffeehouse owners how to be successful! Visit our blog http://crimsoncup.wordpress.com

According to Anna Harper-Hess, PR and Marketing “Super Star” for Crimson Cup, says the coffee roaster is using the site to connect with fans of the brand and introduce Crimson to people who are unfamiliar.

“Right now, we are more interested in having an experience with and for the customer,” says Harper-Hess. “We are inviting people to samplings, coffee cuppings, and tours at our HQ.  Discounts and coupons might draw some folks in for a visit, but will they really understand who we are and what we do? We’d rather invite someone in to learn about us, and then after having a conversation, leave them with a discount on their next visit. A loyal customer is someone who understands, relates to, and appreciates the product/service you provide regardless of whether or not you offer up discounts.”

Through building the brand online, Crimson Cup has seen a noticeable increase in brand awareness and conversation around the brand. Sales have also increased, but therein lies the only problem she has had with Twitter: “It’s hard to say with 100% accuracy that Twitter has improved our sales.”

Bloomtastic Florist
The advertisement tweet - BOGO BLOOMS (buy one get one free) tomorrow!
The conversation tweet - @miaandmaggie Chris, LOVE your website! Found you on LinkedIn…looking forward to your tweets!
The irrelevant tweet - I’m back! Sorry I’ve been away, it’s been super busy here! Oh look…it’s starting to rain….again.

Number of followers: 1028
Number of updates: 185
Date joined Twitter: February 7, 2009
Twitter bio: When you want fantastic, choose Bloomtastic!

Bloomtastic florist owners Heather and Jayson Waits had been using MySpace heavily for promotion to great success, but upon a drop in traffic to MySpace decided to pursue other social media outlets to connect with a local audience.  “We setup and are utilizing a Facebook account and at the same time we thought we would just try Twitter and see what it is all about,” says Jayson Waits.  “We noticed an increase in website traffic instantly the very same day. We started to use twitter on Feb 7th and since then, Twitter is our number one source for website traffic outside of Google web searches.  The week of Valentines Day we received a number of orders as a result of Twitter and we continue to see an increase in website traffic and orders placed along with wedding and event orders. Today we have over 1,000 followers on our Twitter page and 90% are within the Columbus area.”

Bloomtastic uses the site to Tweet about new flower shipments, flower facts, bride consultations, customer testimonials and specials.

“Twitter is a very powerful marketing tool,” says Waits. “You can create unique relationships with your customers and potential customers through Twitter that other sources can not provide. Twitter can give people a virtual look inside your business and see the day to day activity.  It is a great tool to let your followers know of upcoming specials, activities, and customer testimonials or stories.”

COSI Science Center
The advertisement tweet- COSI is back to being open 5 days a week. (Wed-Sat) 10am-5pm & Sunday Noon-6pm.
The conversational tweet - @i_lold Uh oh - if you pushed the red button, my desk may or may not be there when I return…
The irrelevant tweet - Funny Comic: What if TV science was more like REAL science?

Number of followers: 1932
Number of updates: 883
Date joined Twitter: October 14, 2008
Twitter bio: Columbus, Ohio’s Dynamic Hands-on Science Center, Ranked #1 by Parents Magazine!

COSI, the Center of Science and Industry in downtown Columbus, joined Twitter when Public Relations Manager Kelli Nowinski learned of the site through social media seminars. As a cost-free service, she found Twitter to be practical for the non-profit. COSI uses Twitter to promote events, exhibits, films and education programs at the science center, in addition to science news and behind the scenes information, contests and coupons, and conversations with Central Ohioans.

“Beyond the growing list of anecdotal customer service situations that have been encountered on Twitter, the organizations involvement in the network has forged new ties for COSI to the Columbus technology community,” says Knowinski. “From relationships formed through Twitter, COSI has had assistance donated through volunteered expert time in a number of different areas including social media strategy and donor event planning.  By combining the virtual presence of the institution with a physical presence at local meetup gatherings, this effect has been multiplied.”

“I do know we have driven more than 1,000 visits to our web site through traceable links posted on the Twitter network, and we have solicited the help of Twitter followers to pass along event and program information,” says Knowinski. “We have also gained substantial recognition in the museum community for Social Media involvement. COSI was featured on the widely read Museum 2.0 blog, and continues to provide advice and guidance to other museum institutions.”

Knowinski sees tremendous value for other Central Ohio businesses. “Social media tools including Twitter can empower a company’s brand advocates by giving them multiple new tools to share their experiences and opinions,” says Knowinsi.  “It can enhance relationships, and build trust.   Twitter can allow you to get more immediate feedback and register suggestions and concerns, and gives you the opportunity to respond quickly.”

Experience Columbus
The advertisement tweet - Give or get recommendations on playing, dining, shopping in Columbus. Ask #ExpCols
The conversational tweet - @rachelesterline What types of things are you looking for?
The irrelevant tweet - RT @cgreenoh: Dear Columbus: Go out to eat. It’s beautiful outside.

Number of followers: 2423
Number of updates: 3040
Date joined Twitter: April 8, 2008
Twitter bio: Tweets about things to do in Columbus. Want to give or get recommendations? Include #ExpCols in your tweet!

Experience Columbus, the Greater Columbus Convention and Visitors Bureau, has an organization Twitter account, @ExpCols, and an additional 20 staff members who tweet from individual accounts affiliated with Experience Columbus. Irene Alvarez, Marketing Project Manager for Experience Columbus, saw the potential of the site and convinced the Marketing VP to give it a try.

“We use it in so many ways, but some of the main things we’ve been able to do include post Columbus events and news relevant to our organization and markets, build relationships within our networks and industry, engage media and respond to them when they need information we can provide, stay on top of industry news and share best practices, build awareness for Experience Columbus and Columbus as a destination, connect with people who are relevant to our individual jobs and roles and monitor conversation and reach out when we can help, whether it’s helping someone find something to do, book a hotel or secure meeting space.”

“We’ve managed to promote our membership with it, promote Columbus to visitors, stay on top of news and build relationships,” says Alvarez. “It’s also helped us educate the local community about who we are and what we do – which actually makes me wonder - did you have any idea what Experience Columbus was about before we joined Twitter?”

I did not.

“It’s also been an awesome source of feedback - people are willing to tell us what we can do better, and we’re willing to listen.  And there is no doubt that it contributes to our Web traffic - the @ExpCols account is sending about 6,000 hits to our Web site a month, and that number doesn’t include all of our staff tweeting – if you add that, who knows how many more. It’s been great to see lots of retweets, too, and people putting their own endorsements on certain Columbus events or attractions.”

Alvarez’s favorite part of Twitter is the engagement she sees in the community – which she believes plays a vital role in the growth of Columbus tourism. “We see so many endorsements in a day about things to see and do here and that’s amazing. It helps to spread the word about how great it is to be here and what a great town Columbus is for playing, dining and shopping. That can encourage people to visit, and along with visitors comes visitor spending. And visitor spending is critical to the health of our local economy.”

Columbus Chamber of Commerce
The advertisement tweet- Did you know? Columbus has 14 Fortune 1,000 headquarters
The conversational tweet - @rockson FTW!
The irrelevant tweet - RT @karinabrown: HEY mamabiz owners! KeyCorp to lend $3B to women-owned businesses: Goal of lending $2 billion

Number of followers: 494
Number of updates: 67
Date joined Twitter: November 12, 2008
Twitter bio: Providing connections to resources, information and people that businesses need to grow

Jamie Timm, Director of Marketing and Communications for the Columbus Chamber of Commerce, got the organization involved after several employees began Tweeting on their own, sparking interest for the Chamber. “The Chamber uses Twitter to listen for business trends and questions that we can help answer. Twitter is a way to help keep a pulse on the business community, our emerging workforce and influencers. The Chamber typically tweets (or retweets) news about the Columbus business community, tips for members, upcoming events, information about our members, and updates on our initiatives.”

“We’ve been able to gain new members, be relevant to new audiences, drive traffic to our sites, create and take advantage of news media opportunities and stay current with best practices in other Chamber’s and economic development organizations.”

“As we all stretch resources and refine the way we market/communicate, understanding local resources and players is a great way to be more efficient with time and money. Twitter also helps democratize signal, you no longer need to be the largest or have the most marketing budget to be able to connect with your customers - it’s truly about relationships.”