jump to navigation

Mom-and-Pop Businesses Succeed with Social Media July 26, 2009

Posted by StrategicGrowth in Social Media, Strategic Growth Concepts, Twitter.
Tags: , , , , , , , , , , , , , , , ,
trackback

By CLAIRE CAIN MILLER, New York Times

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.
Peter DaSilva for The New York Times

Curtis Kimball, owner of a crème brûlée cart in San Francisco, uses Twitter to drive his customers to his changing location.

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.

For many mom-and-pop shops with no ad budget, Twitter has become their sole means of marketing. It is far easier to set up and update a Twitter account than to maintain a Web page. And because small-business owners tend to work at the cash register, not in a cubicle in the marketing department, Twitter’s intimacy suits them well.

“We think of these social media tools as being in the realm of the sophisticated, multiplatform marketers like Coca-Cola and McDonald’s, but a lot of these supersmall businesses are gravitating toward them because they are accessible, free and very simple,” said Greg Sterling, an analyst who studies the Internet’s influence on shopping and local businesses.

Small businesses typically get more than half of their customers through word of mouth, he said, and Twitter is the digital manifestation of that. Twitter users broadcast messages of up to 140 characters in length, and the culture of the service encourages people to spread news to friends in their own network.

Umi, a sushi restaurant in San Francisco, sometimes gets five new customers a night who learned about it on Twitter, said Shamus Booth, a co-owner.

He twitters about the fresh fish of the night — “The O-Toro (bluefin tuna belly) tonight is some of the most rich and buttery tuna I’ve had,” he recently wrote — and offers free seaweed salads to people who mention Twitter.

Twitter is not just for businesses that want to lure customers with mouth-watering descriptions of food. For Cynthia Sutton-Stolle, the co-owner of Silver Barn Antiques in tiny Columbus, Tex., Twitter has been a way to find both suppliers and customers nationwide.

Since she joined Twitter in February, she has connected with people making lamps and candles that she subsequently ordered for her shop and has sold a few thousand dollars of merchandise to people outside Columbus, including to a woman in New Jersey shopping for graduation gifts.

“We don’t even have our Web site done, and we weren’t even trying to start an e-commerce business,” Ms. Sutton-Stolle said. “Twitter has been a real valuable tool because it’s made us national instead of a little-bitty store in a little-bitty town.”

Scott Seaman of Blowing Rock, N.C., also uses Twitter to expand his customer base beyond his town of about 1,500 residents. Mr. Seaman is a partner at Christopher’s Wine and Cheese shop and owns a bed and breakfast in town. He sets up searches on TweetDeck, a Web application that helps people manage their Twitter messages, to start conversations with people talking about his town or the mountain nearby. One person he met on Twitter booked a room at his inn, and a woman in Dallas ordered sake from his shop.

The extra traffic has come despite his rarely pitching his own businesses on Twitter. “To me, that’s a turn-off,” he said. Instead of marketing to customers, small-business owners should use the same persona they have offline, he advised. “Be the small shopkeeper down the street that everyone knows by name.”

Chris Mann, the owner of Woodhouse Day Spa in Cincinnati, twitters about discounts for massages and manicures every Tuesday. Twitter beats e-mail promotions because he can send tweets from his phone in a meeting and “every single business sends out an e-mail,” he said.

Even if a shop’s customers are not on Twitter, the service can be useful for entrepreneurs, said Becky McCray, who runs a liquor store and cattle ranch in Oklahoma and publishes a blog called Small Biz Survival.

In towns like hers, with only 5,000 people, small-business owners can feel isolated, she said. But on Twitter, she has learned business tax tips from an accountant, marketing tips from a consultant in Tennessee and start-up tips from the founder of several tech companies.

Anamitra Banerji, who manages commercial products at Twitter, said that when he joined the company from Yahoo in March, “I thought this was a place where large businesses were. What I’m finding more and more, to my surprise every single day, is business of all kinds.”

Twitter, which does not yet make money, is now concentrating on teaching businesses how they can join and use it, Mr. Banerji said, and the company plans to publish case studies. He is also developing products that Twitter can sell to businesses of all sizes this year, including features to verify businesses’ accounts and analyze traffic to their Twitter profiles.

According to Mr. Banerji, small-business owners like Twitter because they can talk directly to customers in a way that they were able to do only in person before. “We’re finding the emotional distance between businesses and their customers is shortening quite a bit,” he said.

___________________________________________________________

If after completing this article you’re still not certain how Twitter can be utilized to market your company, we would be happy to assist you in developing a customized program to promote your business.  Please feel free to contact us via our website or via email at linda@StrategicGrowthConcepts.com to schedule a FREE initial consultation.

Advertisements

Comments»

1. Twitter helps real businesses make a profit « WhizzyBizzy - August 18, 2009

[…] helps real businesses make a profit 18 08 2009 Via Marketing with New Technology, the New York Times reports on real businesses that are harnessing Twitter to drive their […]

2. Buisness Marketing - July 31, 2009

Nice article. Sucessful business marketing can be done by educating and entertaining people. Telephonic marketing and Television marketing has become very famous. Educating people through marketing campaigns really works and is very effective as people are hungry for knowledge. If you have resource, talent and right knowledge you will be successful in creating a good entertaining ad.

3. Home of Blue Light Special Far From Singing the Blues - Everything Advertising | Advertising-Information.com - July 27, 2009

[…] Mom-and-Pop Businesses Succeed with Social Media « Marketing with … […]

4. Making Money Articles - July 26, 2009

[…] Read more from the original source: Mom-and-Pop Businesses Succeed with Social Media […]

5. Twitted by stevestone25 - July 26, 2009

[…] This post was Twitted by stevestone25 […]

6. Mom-and-Pop Businesses Succeed with Social Media | Unemployment Killer's Daily Blog - July 26, 2009

[…] post: Mom-and-Pop Businesses Succeed with Social Media Tagged as: become-the-focal, desserts, dream-together, focal-point, francisco, friends, […]

7. AdsBidWorld » Blog Archive » Mom-and-Pop Businesses Succeed with Social Media « Marketing with … - July 26, 2009

[…] to assist you in developing a customized program to promote your business. Read more here:  Mom-and-Pop Businesses Succeed with Social Media « Marketing with … Tags: certain-how, connected-with, cynthia, february, have-described, media, people-making, […]

8. Shopping for all ages » Blog Archive » Mom-and-Pop Businesses Succeed with Social Media - July 26, 2009

[…] See more here: Mom-and-Pop Businesses Succeed with Social Media […]


Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

%d bloggers like this: