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23 OCTOBER 2012

Small business marketing: tweeting globally, accessed locally

"SAN FRANCISCO – Three weeks after Curtis Kimball opened his crème brûlée cart in San Francisco, he noticed a stranger among the friends in line for his desserts. How had the man discovered the cart? He had read about it on Twitter.

For Mr. Kimball, who conceded that he 'hadn't really understood the purpose of Twitter,' the beauty of digital word–of–mouth marketing was immediately clear. He signed up for an account and has more than 5,400 followers who wait for him to post the current location of his itinerant cart and list the flavors of the day, like lavender and orange creamsicle.

'I would love to say that I just had a really good idea and strategy, but Twitter has been pretty essential to my success,' he said. He has quit his day job as a carpenter to keep up with the demand.

Much has been made of how big companies like Dell, Starbucks and Comcast use Twitter to promote their products and answer customers' questions. But today, small businesses outnumber the big ones on the free microblogging service, and in many ways, Twitter is an even more useful tool for them."

(Claire Cain Miller, 22 July 2009, New York Times)

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TAGS

ad budget • advertising and marketing • advertising strategy • being discovered • big companies • cart • Coca-Cola • Comcast • creme brulee cart • current location • Curtis Kimball • customers • Dell • desserts • digital word-of-mouth marketing • e-commerce business • fresh • itinerant cart • little-bitty store • little-bitty town • local businesslocal businesseslocalisationMcDonaldsmicroblogging • mom-and-pop shops • multiplatform marketers • New York Times • promote products • San Franciscoshopping behavioursmall businesssmall businesses • small-business owners • social mediaStarbucks • supersmall businesses • sushi restaurant • tactical engagementTweetDeckTwitter • Twitter followers • Twitter localisation • Umi (restaurant) • word of mouth • word-of-mouth • word-of-mouth promotion

CONTRIBUTOR

Simon Perkins
31 JULY 2012

A Complete Guide to Microblogging with Tumblr

"Think of Tumblr as micro–blogging on steroids (technically, it's called 'tumblelogging'). Whereas Twitter and similar services limit posts to 140 characters or less, Tumblr lets you post updates of any length, although it's best suited to short–format posts. Tumblr bridges the gap between full–blown blog and micro–blog.

Tumblr is also an option for designers and creative people, because it gives you complete control over the look of your tumblelog. It also offers great opportunities for theme designers..."

(Cameron Chapman, 22 July 2010, Smashing Magazine)

Fig. Jenna Anne "What you need to know about Tumblr" Uploaded by JustKidding1026 on 12 Dec 2010.

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TAGS

blogbloggingclippingcollectingcommunication platformcommunication tool • contemporary visual culture • critical reflection • design notes • design workbookdigital culturedocumenting design processinspirational visual contentinspirational works • micro-blog • micro-bloggingmicroblogmicrobloggingonline journalphotobloggingreblog • reblogging • reflective journalremix culturereverse chronological • short-format • sketchblogSmashing Magazine • tumblelog • tumblelogging • TumblrTwittervideo publishingvisual researchweblogworkbook

CONTRIBUTOR

Simon Perkins
01 JUNE 2010

PlaySport: naming by consensus

"For those companies willing to make the cultural commitment to the instantaneous praise and bashing served up 140 characters at a time on Twitter, the rewards can be considerable.

Jeffrey Hayzlett, Kodak's chief marketing officer, said that he learned firsthand after the company originally debuted its Zi8 waterproof, pocket–sized HD video camera earlier this year. ...

Most companies would either ignore the panning or, perhaps, send the product back to the sales and marketing gurus to come up with a better name.

Kodak didn't. Instead, this summer it took the naming process to the people via Twitter, asking the great unwashed masses on the microblogging site to see if they could come up with something better. The winner, or winners as it turns out, were promised a free trip to Vegas for this year's CES and will have their likeness displayed in some way on the product's packaging.

From the thousands of tweets received from the crowdsourcing experiment, Kodak combined two fairly mundane suggestions –– 'Play' and 'Sport' –– to derive the new moniker 'PlaySport.' It's not rocket science but, according to Hayzlett, it's a damn sight better than Zi8."

(Larry Barrett, 7 January 2010)

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TAGS

140 characters2010brandbrand awarenessbrand recognitioncampaign • CES • Consumer Electronics Show • HD • Jeffrey Hayzlett • KodakLas Vegasmicrobloggingnaming process • PlaySport • productsocial mediasocial networkingTwittervideo camera • Zi8 waterproof

CONTRIBUTOR

Simon Perkins
12 OCTOBER 2008

I'm So Totally, Digitally Close to You

"Social scientists have a name for this sort of incessant online contact. They call it 'ambient awareness.' It is, they say, very much like being physically near someone and picking up on [their] mood through the little things [they do] — body language, sighs, stray comments — out of the corner of your eye. Facebook is no longer alone in offering this sort of interaction online. In the last year, there has been a boom in tools for 'microblogging': posting frequent tiny updates on what you’re doing. The phenomenon is quite different from what we normally think of as blogging, because a blog post is usually a written piece, sometimes quite long: a statement of opinion, a story, an analysis. But these new updates are something different. They’re far shorter, far more frequent and less carefully considered."

(Clive Thompson – NYTimes.com)

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CONTRIBUTOR

Simon Perkins
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