Adventures in Mobile Marketing

A fail & a win for Myspace, Backtype

Two ends of the spectrum on abilities to marketing online this morning. One from MySpace (Fail) and one from BackType (Win!)

MySpace Fail

Gmail - [@RecipientFirstName], want to find people you may know on MySpace? -
Yep, that’s “[@RecipientFirstName]“. All of us email marketers have to merge in a default name if the data value is a null, so here they just, um, forgot to do that and the data column field name, or the variable, or whatever system they’re using either didn’t parse the email as a merge, or printed nulls as the variable name. For MySpace’s other issues, I guess this isn’t huge, but from an email perspective, this is huge.

Win! BackType

BackType sent me a Twitter direct message, welcoming me to their feed and sending me on to their blog. That is brilliant.
You can setup an auto-responder each time you get a Twitter notification that someone is following you, and write them a note saying, “Thanks for following me, here’s some more information.” Great way to leverage the social medium and create stickiness, share, engage, have a conversation, and all that good stuff.

Note- on Twitter @justinpremick and I were discussing, follow our feeds to enjoy. Mine is @banane.

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Written on Wednesday, 29. October 2008 at 13:56 In the category campaigns, mechanics, social networks. Follow the comments via RSS here: RSS-Feed. Read the Comments. Trackbacks- Trackback on this post. Share on FriendFeed

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  1. Thanks for the kind words. I followed your conversation on Twitter and would like to add my two cents.

    I think this kind of marketing really comes down to the nature of the engagement. Why does an individual follow a company on Twitter? Probably because they want to receive updates on the progress of a product, receive real-time support, etc. So I think an auto-dm welcoming that user/customer with some info that can get them up-to-date more efficiently is appropriate.

    Comment: Christopher Golda – 29. October 2008 @ 4:43 pm

  2. Ha! Now that’s timing. Had no idea you’d blogged this until just now.

    Before I clutter our respective timelines any further – I think your point about companies vs. individuals:

    gets at the crux of the issue: expectations. If it’s not appropriate for individuals, it’s because we don’t expect them to automate it, whereas we might for a company.

    The nature of the DM in “non-marketing” Twitter use – personal messages, 1-to-1 (rather than 1-to-many) communications – creates (at least for me) a disconnect. It makes you say, “ooh, ooh! a personal message just for me that they didn’t want any other followers to see!” only to find out that it’s well, not really personal. (Yes, I know that’s a tad naive of me. But am I the only one?…)

    Maybe Twitter simply hasn’t yet matured to the point where we expect this sort of thing, like we do with email.

    Comment: Justin – 29. October 2008 @ 4:52 pm

  3. One thing here is that BackType responded with more information. I see a direct message in Twitter not as super secret, but more polite, in this case, as they’re nto self-promoting by pinging my entire list of friends with a “thanks!”. So a private message on “thanks for adding- here’s another place to access our info” is totally appropriate & helpful. You’re right that it’s using some of the private/fun space of direct messages, but I think the pros outweigh the cons. As you said before Justin, it may get abused and done wrong with time. As it is it was one of the first ones I got- sounds like you’re getting a lot more. If it’s a person who is on behalf of a company, would be OK, but if it’s just a friend/person with no company, etc, it seems a little insecure & needy.

    @Christopher- completely agree that it’s the nature of the engagement, which was what I was trying to get at in our twitter conversation with the note Justin referenced above re: if it’s a person, not so hot, but a company or service, fine

    Comment: banane – 29. October 2008 @ 5:51 pm

  4. Thanks for this information. I think this will be useful.

    Comment: Graphic Design Brisbane – 04. July 2010 @ 10:08 pm

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