TenTree

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The Twitter Ecosystem!

Twitter has made itself easily adaptable, lending itself to aide companies in their pursuit of the five objectives mentioned in Groundswell, by Charlene Li and Josh Bernoff.

@Companies

#ANYBODYLISTENING

On Twitter you will begin to get a following, these are the people that want to hear from your company. They are probably one of the easiest groups of people to listen to, because they come up in your news feed if you follow them back; it is the people that you are not following that you have to try and listen to as much as possible. As a company, you need to listen to what your customers are saying about your products, your brand, and your company. This can help avert any negative feelings towards the company, if you act quickly and accordingly to each situation (especially negative situations, because that is what stops a crisis). It can be difficult to watch every comment, tweet, or mention on twitter about a company; most companies (especially those starting out) do not have the staff to sit and watch these comments and tweets all day, every day.

#YOURVOICE

Talking on Twitter is limited to 140 characters or less, which can make it really good or really boring; depending on the approach that you take, as a company. Twitter is a social media platforming, meaning you need to be social, to be interesting. In the article, Users of the World Unite, written by Andreas Kaplan and Michael Haenlein they mention 5 points about being social:

  1. Be Active
  2. Be Interesting
  3. Be Humble
  4. Be Unprofessional
  5. Be Honest

 As you talk on Twitter, you will be posting what is known as a tweet! They can be filled with trending topics (known as hashtags, “#”) or mentions someone or a company through the “@” Symbol. An example of this is, if I wanted to mention Ten Tree into one of my tweets, it would look like the following:

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#ENERGIZING

To energize your followers on Twitter this can be accomplished a few different ways; the most common ways are by responding to your followers and retweeting their content. This will make them want to continuously engage with your company and promote it; it allows your company to build dialogue with its followers. Don’t waste your following, by not engaging with your followers.  For Ten Tree to create dialogue with me they could: REPLY by hitting the arrow pointing to the left; RETWEET me by hitting the two arrows making up a box; FAVORITE me by hitting the star; or SHARE me on another platform by hitting the connected dots. By replying, retweeting, favoring, or sharing my tweet it allows other followers to become energized as well! They can join into the conversation too!

#SUPPORTINGONEWORLD

The most influential objective that Twitter helps with is supporting your customers.  Whether your company is on Twitter or not, you will still be talked about on the platform. When you create a Twitter account, your customers are going to be looking to communicate with you! If they have questions about your company and tweet them to you, they are expecting you to respond. Your company can send them links of where to go to fix any problems that arise, which is why it is important to have someone monitoring your twitter account (Get the staff, it is worth it). Twitter provides companies with a chance to create a community with their followers, as well as join and become engaged with other communities on trending topics.

#EMBRACING

This is the hardest objective to successfully master on Twitter, due to the fact that you are limited to 140 characters. In embracing your customers you are working with them, and taking on their ideas regarding your products and market strategies. Your community has to be focused on driving ideas for you, allowing you to fully embrace them on Twitter. The best way to embrace your community is to create dialogue.

On Twitter (and other social media sites), dialogue is probably the most important thing to create, build, and maintain for any company, especially in hopes of achieving the 5 objectives (Listening, Talking, Energizing, Supporting, and Embracing) from Groundswell‘s POST METHOD.

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Supporting One World


In Groundswell, written by Charlene Li and Josh Bernoff, the POST method offered 5 objectives for a company:

 

This week is all about supporting your customers, because helping your customers support each other will make them happier. When your customers feel happy they are likely to share your company with other people through word of mouth, blogs, forums, etc. These customers will begin to promote your company in their own way expanding your company’s community further. When considering support as one of your objectives for your company, you have to ask yourself three questions:

 

What problem will you solve?

We have one world!  Deforestation and global warming are taking its toll on our planet, as seen in the Earth Hour video. Earth Hour is a global movement that is trying to get everyone around the world to come together, to do something good for our planet. They support movements that protect our planet’s trees, waters, and people. Ten Tree’s goals and strategies with planting ten trees for every item you buy, aligns with this movement. Ten Tree’s focusing on solving the problems about deforestation happening around the world, and they accomplish this through getting people to purchase their clothing. Ten Tree has connected apparel to environmentalism, which is ultimately focused on getting people to enjoy life and our planet. We only have one!

How will your company get involved?

Ten Tree has gotten involved in the global issues around deforestation and linked the solution to their apparel line. You do not have to get out there and save the world, although the company really encourages you to do so, you just have to buy one of their items. For every item you buy on their website you receive a tree code that you can plant your ten trees from each item anywhere in their regions. When you purchase things on their website they even provide you with tree facts.

Should you build your own community or join an existing one?

Ten Tree has already created a community, through their Facebook, Twitter, Instagram and Pinterest followings.  They continually post their progress with tree planting, as well as utilizing inspirational quotes and pictures to inspire their audience to do the same. The company has taken a further step of getting involved with their audience through their newly released BlogTen Tree has created a visually appealing and educational blog that keeps you engaged through their “Treestories”. Although, Ten Tree already has a strong community I suggest that they get involved with other communities as well. Ten Tree could align their company’s strategy and goals by joining other global movements like Earth Hour, to further build their community.

 

What’s next?


In Groundswell, Charlene Li and Josh Bernoff have created the groundswell strategy known as the POST Method. This provides businesses with the starting point and ending point to every great social media marketing strategy.

 

People

Who are the people you are looking for?

Where can you find them?

What do they want from you?

All of this was answered in my previous blog, One Step Forward, where I determined who my Social Technographic Profile was. This is important for every business to figure out early on, because these are the people who will become your income. Ten Tree’s target market are females that are working towards their Graduates degree.

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Objectives

What do you want?

What do you hope to achieve?

Where is your focus?

Once you know who your people are, you can begin to look at what you are hoping to achieve. There are 5 basic objectives that a business can utilize: Listening, Talking, Energizing, Supporting, and Embracing. If you don’t have a goal, you will likely fail as a business.

Ten Tree’s goal is to educate people how the impact that planting trees has on the environment. They incorporated their audience into their business plan, goals, and objectives. They sell their audience with their product in hopes of inspiring others to get out there and purchase it as well. They are giving their audience an opportunity to plant ten trees through just purchasing their clothes, but ultimately Ten Tree is focused on creating a positive impact… the impact of 10 trees on a nation, on the ecosystem, and on the world.

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Strategy

What will your company do?

What is your plan?

How will you achieve your goals?

You know who your people are, and where to find them. You have made goals and objectives that your company hopes to achieve. Now how will you achieve it? A company must create a plan. It is best to start small but leave room for growth. Consider what your objectives are for you company, when developing your strategy because once you start a movement with your company’s direction it is difficult to stop it.

“For every action there is an equal and opposite reaction” – Sir Isaac Newton’s 3rd Law of Motion

Consider all the consequences and end results of your company’s strategy, and the impact it could have on your company’s image. Things can go either really good or really bad depending on the strategy you choose. The face of your company is important, and remembering who is representing your company is even more important. As discussed previously, in Users of the World Unite, once information is out on the Web it is difficult to get rid of it. This is true also for everything that you align with your company to help you achieve each of your company’s goals.

Ten Tree’s strategy has focused on their social responsibility, through planting ten trees with every item one of their customers buys. They sell their products online through their website, as well as through stores such as Below the Belt, Boathouse, and Extreme (just to name a few in Edmonton). To help ensure they are reaching their audience and educating their customers they have created various social media platforms. As well, they have considered who they want to be supporting their company from their experience on the Dragon’s Den. Ten Tree had to focus on who they wanted to represent the face of their company, which can be demonstrated in the clip below.

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Technology

What social applications will you use?

How will these social applications affect your target audience?

Which social applications should you build on?

These are the various social applications that a company can use to get their message out there, which help them reach their objectives. This is the technology you use to reach your audience, but it is important to use the right social application. There is a lot of traffic on the Web now a days, and new trends are happening all the time. As a company, you may want to get involved in all these trends, but DON’T! As a business you have to determine what works best for your company, because if you don’t it could negatively affect your business.

Ten Tree has successfully mastered technology through focusing on social applications such as Facebook, Twitter, and YouTube. They chose the application that were populated with their target audience, the joiners and spectators, creating opportunities for them to join groups and watch what the company is all about. They have separated themselves from their competitors through heavily utilizing these applications, because they are creating an awareness that is larger than themselves.

 

Following the order of the POST method is probably the most important thing for businesses to take away. The biggest mistake that a company makes is to start with the technology aspect of the method; however, if you start with the technology, you are probably spending a lot of unnecessary time and money where you don’t need to be. The POST method can be used to help align your people to the technology you are using, because it is important to sync these two aspect together as one.