modified based on my observations and personal experiences.
Number 1. Special Offers
People are making decisions on what to read, view, purchase, visit, andsample based on the information that filters through their attention dash- boards. At best, even the most qualified information sourced from the mosttrusted contacts will receive only a cursory overview. The trick is toconcisely introduce the value up front. If the offer is compelling andaffiliated with their interests, the consumer will make the connection topersonal value and benefits and click-through to redeem the special orcoupon when ready or so inclined.For example, California Tortilla (@caltort), a chain of 39 casual Mexicanrestaurants based in Rockville, MD, sends coupon passwords via Twitter, which customers must say at checkout to redeem the offer.
Number 2. Ordering
While the distance between introduction and action is only separated by alink, many businesses are using Twitter to log orders. Coffee Groundz(@coffeegroundz) uses the direct message channel on Twitter to receiveand prepare orders. Using Twitter as a promotion and marketing channel,Coffee Groundz reports 20 to 30 percent increased sales and market share.
Number 3. Word of Mouth Marketing
Moonfruit offered 11 Macbook Pros and 10 iPod Touches to celebrate its10th anniversary. In order to qualify, contestants had to send a tweettweetusing the hashtag #moonfruit. One month following the completion of thecontest, Moonfruit site traffic was up 300 percent and sales also increased by 20 percent—and all because of a meager investment of $15,000. Thecompany also realized SEO benefits, by landing on the first results page onGoogle for “free website builder.”
Number 4. Conversation Marketing