Admittedly, I did not understand or realize the power of the micro blogging site Twitter. Although other real estate professionals have raved about the contacts, referrals, etc. that they have obtained from Twitter, I simply did not see its use or potential. However, a recent news story and my own experience showed me a glimpse of the power of Twitter:
- In this week's edition of BusinessWeek (March 2, 2009), there is a short sidebar article entitled "A Social Networker's Story: Zappos CEO and UPS Step In." The story describes how Tara Hunt, a marketing executive with Intuit, initially contacted UPS regarding the tracking of a delivery package and received a generic response from the customer service representative explaining that packages sometimes aren't delivered until 9 p.m. during the Christmas season. Not satisfied with the response, Ms. Hunt summoned the power of Twitter and posted a message on Twitter (known as a "tweet") describing how she wanted to walk her dog and was waiting on UPS to deliver a package. The tweet was heard by the CEO of Zappos who was having dinner with UPS's President for the Western Region, who then mentioned the tweet to the UPS exec. The Zappos CEO replied to the tweet "someone will call." The UPS exec contacted the operations manager who then was able to schedule a pre-set delivery time. The UPS driver arrived not only with the package - but also flowers, chocolates, and dog toys. It was an excellent example of customer service. But, the question remains, did it pay off? You bet. Ms. Hunt now goes out of her way to use UPS and even purchased a pair of shoes from Zappos.
- Similar to the story above, I posted a story to my blog on ActiveRain.com about a hijacked listing on Trulia.com. It explained my frustration with Trulia.com regarding one of our listings appearing on their site with with links directing prospects to our competitors for information on the property. The blog post was sent to Twitter via ActiveRain. Similar to Ms. Hunt, I had contacted customer service only to receive a generic reply indicating that a work order was being opened. However, Rudy of ActiveRain and Trulia fame saw the post on Twitter, read the blog post on ActiveRain, and rolled up his sleeves and dove right in. The issue was resolved in 24 hours. Again, it was an excellent example of customer service. Although I didn't get flowers, chocolates or dog toys like Ms. Hunt, I did get great customer service. Similar to Ms. Hunt, I am a satisfied customer and will go out of my way to encourage our agents to use Trulia for their listings.
So here is what I learned from the article and my own personal experience:
- Customers hate automated replies or generic responses.
- Customers can accept mistakes and problems if they know what is going on with their problem or complaint and receive timely updates.
- Whether blogging or tweeting, remember that others are or may be listening (including friends, family, employers, competitors, etc.).
- If you are a company, you may just want to listen in on Twitter to see what your customers are saying about your company and the service it provides.
- A satisfied customer is more likely to be a source of repeat business and referrals.
Interested in City Living? Interested in learning how technology can help you buy or sell your home in St. Louis? Contact Ryan Shaughnessy at PREA Signature Realty at 314-971-4381 or by e-mail to Ryan@PREASignatureRealty.com.
________________________________________________________________________________________________
PREA SIGNATURE REALTY
PREA Signature Realty is a full service brokerage located at 1709 Park Avenue in the Lafayette Square neighborhood of the City of St. Louis. PREA Signature proudly serves the following city neighborhoods: Lafayette Square, Soulard, Benton Park, Benton Park West, Downtown Loft District, Forest Park Southwest, Central West End, Tower Grove East, Tower Grove South, Compton Heights, Shaw, The Hill, Dogtown, Carondelet, Holly Hills, St. Louis Hills, Dutchtown, and the Other Historic Neighborhoods of the City of Saint Louis, Missouri.
The opinions expressed herein represent the opinions of the author only and do not reflect the opinions of PREA Signature Realty. All photos and written content were produced by PREA Signature Realty. All Rights Reserved - PREA Signature Realty (2009). This content may not be reproduced or reprinted, except for Active Rain re-blogging, without express written permission of PREA Signature Realty.
For more information, visit our website at www.PREASignatureRealty.com or contact Ryan Shaughnessy at 314-971-4381 or send an email to Ryan@PREASignatureRealty.com.
Interesting. I couldn't agree with you more... It never ceases to amaze me who far these sites can reach! Thanks for sharing.
Ryan ~ I am just beginning to understand the power and significance of Social Networking! It takes a while to fully understand/appreciate/use social media as a way to find and distribute information. Thank you for sharing your thoughts on twitter!
Andrew: It is pretty amazing. I don't quite understand the allure of Twitter - but it is growing on me.
Terrie: I get social networking like LinkedIn, Plaxo, ActiveRain, etc. I don't quite get microblogging yet. I did post a status message on my Facebook and got some great replies so there is some hope for me yet. You can teach old dogs new tricks.
Ryab, it is instantaneous communication. Unlike IM, where only 1 person sees it, On twitter, all see it.
It is awesome to see how some companies 'get it" and use it's power to their advantage.
I am a small insurance broker in Upstate NY and still haven't found how to use it to my advantage but I do like to tweet!
Tom Larsen
Tom: We use TwitterHawk to search for terms. I've made a few connections - but haven't incorporated it into my personal marketing plan. What part of upstate New York?
Ryan: Good reminder that we all have to listen. I think that's what Twitter is doing right now. It's harnessing the power of real people to be heard again. Sadly it might be feeding into the culture's ADD problem, but...what was I saying? Seriously, I've connected with Realtors across the country via Twitter. Who knows when that might lead to shared business for us.
Nancy - I love the ADD comment. Twitter is definitely a different animal with a different language.
I agree with Nancy. I'm normally big on having big ears, and just started with Twitter. I went on faith that I should just "listen" and eventually I would start "getting it," which is still the mode I am in. Just the exchange of ideas and the swirling energy are even enough for me. I'm hooked.
Ryan: Rudy is an excellent "agent" for TRULIA. I hear rumor that Twitter has been trying to capture money for this concept of customer service. Certainly shows how anyone in business should be socially connected. Thanks for reminding us of the value.
Hmm, Twitter is good (we have several hundred followers), but blogging and content creation for the search engines remains our #1 priority. :)
Bev: For me the jury is still out... I see its benefits. I just don't know if it matches my personality and style or how exactly to incorporate it into my practice.
CJ: Rudy definitely delivered. His response beat the automated customer service reply. I found it fascinating. I really posted just to see if others had a similar problem. My experience is just a small personal example of a larger phenomenon. At first, I thought it was a bit "1984." However, in the end, I was extremely glad he was online, saw the tweet and post, and jumped on the problem while keeping me informed along the way.
The Lanes: I definitely enjoy blogging over tweets. But, it may be that I just don't get it, do it enough, etc.
Hi Ryan I'm with you - while I still don't quite 'get' the microblogging (like that word) what you wrote above is a good example of the power of ONE note, message or "tweet".
While I think it may be more beneficial to larger companies and social networking sites that need to drive visitor traffic to their sites, locally finding fellow "twits" (is that a derogatory word?) and connecting/following that way should be a great form of "speed" networking. I'm a newbie on twitter and I'm still figuring out how it fits into my marketing plan but it can not hurt!
Congrats on making the daily grind - AR newsletter!
Oh, I'll be following you on twitter now ;-)
Karen: Thanks for reading. It is an interesting and evolving technology. Your words describe my feelings - don't know how it fits but it can't hurt.
Wow, pretty powerful communication tool. How do you use it for real estate and do you follow people who follow you or are you selective about who you accept?
Both of those are pretty amazing examples of the power of microblogging. While I haven't had anything like that happen to me on twitter I have found twitter to be very helpful when I want to get opinions on a new service or marketing approach I'm planning on taking. Not to mention that when I've got a tech question someone on twitter usually has good advice.
In case you didn't see this but you have been featured in Rainmakers http://activerain.com/groups/internetmarketing. Thank you for the good post!
Ryan, Thank you. What an eye-opener for networking and the power of these "vehicles". Great post!
Bruce: I am fairly selective about what I post. As to the follows, I am less selective, in part, because I don't post personal info. Other than my blog posts, it isn't much more personal than any of a dozen conversations that I have with a sales clerk or waitress.
Justin: Remarkably similar uses of the technology - I read the story and essentialy said "Hey, that just happened to me." I have asked tech questions on Twitter and also got good advice. Right now, I am more of a lurker and less of a talker.
Shane: I didn't notice it - but thanks. I love the tech - now if I had more hours to figure it all out.
Teri: I was pretty amazed - both by Trulia's response but also by the UPS story. Sometimes, it is getting in touch with the right people who can help you. Twitter did that for me.
The power of this social networking stuff is remarkable. One has to wonder why the president of Zappos was reading Twitter during dinner with the president of UPS? Now that's an addiction!!
That said, smart companies will imbrase a comprehensive social marketing platform sooner rather than later. I believe that those that embrace it now will be the companies and individuals that will come out of the gate fastest when the economy turns around.
Kate: I thought the same thing - I'm thinking awards banquet. Agreed - time to stake out territory and develop a following is now.
Ryan, Thanks for the post. I'll have to investigate getting "twitterlated" in my never ending effort to catch up to the techno- possibilities.
I still don't get it, but I know I need to with Twitter. I'm going to try nad get the hang of it in the next 30 days.
Hi Ryan - Zappos corporate office is just a couple of buildings down from my office in Henderson NV. I've toured it a few times, and can tell you there are probably hundreds of stories just like this one. They really take customer service to a very high level.
I've also had a similar quick response from Rudy at Trulia. It's great to see how some companies really understand and proactively participate in web 2.0.
Great post, Ryan, but I am so sorry you didn't get flowers, chocolates, and dog toys. Did you file a complaint on Twitter about that? LOL
Ryan, thaks for a great post and a lesson that will be taken to heart.
Interesting, I haven't quite taken the twitter plunge.
<please read this with my British accent!> You are mad; you just explained in your own story the power of Twitter!
The power of Twitter is your ability to interact with the previously inaccessible in small, bit sized, efficient snippets of distilled thought such that great action results in faster time. But the real story is in the exponential reach.
Here's what I mean -- a story from @PerryBelcher --
He posts a link on his Twitter feed, that has been shorted at budurl.com (which has a tracking feature) He had only 3,800 people on his list, at that time. That link - his link - gets clicked on 9,800 times.
Now how else would that have been possible, for free? Not through email. Unlikely through blogging unless you have substantial readership. how else?
That's Twitter. By the way, I'm @julietjohnson
Juliet: The radio show with Belcher and Crouch was pretty funny - and did have some good tips on Twitter. After listening to the show, my question is How Long Will Twitter Be Free? As to your point, I agree with your comment on exponential reach. Belcher also got hits with raceday food as fish tacos (one of my first replies on Twitter). Don't necessarily see how that would get business - but a conversation at least opens the door.
That is a great story about UPS & Zappos...wow the power we have at our hands now days is simply amazing! And Rudy of Trulia is great isn't he...but I am still waiting to hear back on my Trulia problem. I think its been a week now....I'm headed off to Tweet him now and see what is up!
Lynn: Keep in touch. I would know what you learn and how you plan to use Twitter.
Ray: Same here. For now, I mostly lurk, watch, and listen to Couch's TwitterTuesday blog radio show.
John: Zappos was just the conduit. But it appears that they are definitely wired. The delivery was actually from Target who apparently isn't wired as much as Zappos.
Russel: Not mad at Twitter - I think Trulia owes me some dog toys. Actually, Trulia and Rudy were generous and gracious. I can't complain about their customer service on my problem - it was excellent.
Kathy: I just did and am learning... I would love to hear about you experience once you take the plunge.
Sonya: I enjoyed the story and Twitter is a powerful tool. Just imagine - I could have festered and post negative comments for hours. But, a prompt personal message took the edge off. Problem with tech is that there are bugs. Unfortunately, when it is a paid service, I wanted it fixed immediately (so do most customers I imagine).
Andrew,
Wise tips to consider.
For me, I have to be very aware of this. I have TWO markets. I sell real estate in Sacramento, and then for everywhere else, I am a real estate coach---had I known more about this, I might have set up two twitter accounts so that I could communicate with my two different markets, but oh well!
Thanks for the post---good job on getting a feature!
Tamara
Tamara: Thanks for reading. I would love to know more about your coaching services.
Hi Ryan!
Thanks for writing such a great post.
Customer service is a part of my daily responsibilities at Trulia. Although I'm the public face and voice of Trulia, helping brokers such as yourself with issues is really a team effort. We have an amazing customer service team that works their tails off to make your Trulia experience the best it can be. I just wanted everyone to know that :) Having said that, it was our absolute pleasure to help you.
There is lots of talk about the optimal use of social media marketing but social media encompasses so much more including customer service, educating, learning, listening, reputation management, breaking news and the building and fostering of relationships. The key, whether you're a company or individual, is to be genuine, sincere and open to anything.
Thanks again for your kind words Ryan. We're always here for you.
Best,
Rudy
Social Media Guru at Trulia
Hi Sonya!
We haven't forgotten about you. Both Alex and Marcques have been on the case. We have the issue mostly fixed already and will provide you with an update for the remaining item.
Thanks so much for your patience.
Best,
Rudy
Rudy - I don't envy your job. Customers DO TALK - as you can see from my two posts as examples. With Twitter, AR and other sites, the disgruntled now have a forum and sometimes a small problem can spin out of control and become a PR nightmare for good companies. I just wanted to say thanks again and give a shout out to the power of Twitter and how good companies use it to stay abreast of customer service issues.
Thanks Ryan :) No matter how challenging it may be at times, I love my position at Trulia! Just knowing that we were able to help you and others is a priceless feeling.
Customers do talk....and the ones that do speak up and share their thoughts, opinions, tech issues, likes and dislikes in places like twitter certainly help companies like Trulia become better at what we do. So I want to say thank you!
Everyone's Voice Counts!
Rudy
Hi Ryan. I love, love loved this story! The reason I did is because it only goes to show there are people on the other end of the above mentioned companies who care! I nearly cried when I read the story about @Zappos having dinner with the UPS guy and what it led to...Magic...(I'm no wimp, but I am a sucker for a good story).
I'll have to see if I'm following you on twitter. By the way, love your blog skin - one of the coolest I've seen.
HI Ryan! GREAT post and I'm sorry that I'm a day late commenting on it! I read it yesterday and didn't get a chance to comment...
I have to say that THE best online ordering company IS Zappos! I love, love, love them and do you know why? Because of their amazing customer service. I've ordered shoes that just didn't look right and they IMMEDITAELY shipped a new pair--I've ordered 5 pairs, knowing that I would return 4 of them but, wanted to be sure that I had the perfect pair for a special occasion--and NO problem returning the other 4 pairs! They are fabulous and do you know how many people I've told about Zappos? HUNDREDS! They have got it going on, let me tell you! LOL
Also, I once wrote a complaining comment about Zillow on someone else's post and do you know that I got instant, personal service from them and my incident was resolved within 24 hours as well.
We just never know what this social media 'thing' is going to turn into in the future but, if this is a sign of the results that we are going to receive with the Twitters of the world then, I think I'm going to love it!!
Natalie
Thanks - photo of our neighborhood signs with a little touch up... Funny story - loved the dog toys, chocolates and flowers - over the top but great.
Debe - The social sites like Twitter are interesting - I got a chance to Tweet with one of our mayoral candidates with the election just days away. She is using Twitter as a grassroots tool to get her message out. It may be the great equalizer to restore some power to the people. It should be interesting she is running as an independent against an incumbent - but stranger things have happened. Who knows we may wake up on March 4 and have the first black woman as our mayor...
I have heard from several folks that Twitter will get companies to address your problems faster than email, which is not public. Once you complain in public, they have to deal with it-- and quickly.
Use Twitter for customer service. That is one of its strengths.
@Juliet Johnson is on the money concerning the reach of Twitter. GaryV tells the story of putting a code for free shipping in a tweet and getting more orders than his print, billboard and website offers, combined.
Joseph: Pretty interesting...
Ryan,
When I worked for an internet advertising company as a coporate blogger I had a client of the company contact me on Twitter when she couldn't get thru the normal channels.
I myself recently published a post on my local blog about my disatisfaction with the way my internet service provider handled my incoming call and I received a comment from a managerial rep. from the company to assist me.
Yes microblogging and blogging lends a strong and powerful voice to the consumer that otherwise wasn't heard thru the "normal" channels.
Rebecca: It sure changes the dynamic. Companies that don't pay attention to social media are missing an opportunity to improve their customer service.
Great blog, Ryan. It's so suprising to hear a little microblog reaches so many people. I've just become a Twitter fan!
I guess with all this talk lately about twitter I am realll going to need to start using it more.
Julie: Never realized its power myself - but from a real life example can tell you it works.
Jennifer: I never understood it until I started using it. Still learning - but enjoying some of the conversations.
Ryan, once again you are off the chart with information for us. This is great information and a lot of it.
Kelly - Thanks - I hope it helps.
Micro blogging in its infancy. Your info is most helpful. My guess is by the time I geet a handle on Twitter there something that will replace. For an old guy like me technology is moving at lightning speed
Interesting take on the twitter service. I'm going to try this out. I can use the services to monitor not only what people say about me or my company, I can also use them to monitor the competition. This is going to go a long way in helping to grow the business. Thanks!
Michael: Technology is a moving target.
Tony: Customer service, monitoring competition, lead generation, etc. are some of the important aspects of Twitter.
Ryan, thanks for the post, but I still don't see how Twitter can help me as a Realtor... I just don't get it. I think I need someone to spell it out for me!!! ;-)
Brian:
Here are a few ways that I use Twitter:
Posing Job Openings / Seeking Employment
Comments on Industry Trends
Invites to Industry Events
Announcements for New Listings / Price Updates / Special Incentives
Selling Information / Other Success Stories
Technology Questions and Comments
Publishing my Blog Posts
Customer Service - Hear What Your Customers are Saying
Competitor Research - Hear What Your Competitors are Saying and Doing
I don't look to sell anything. I look to start online conversations using Twitter. Here is an example from today. I posted a blog article on the "MSD Rain Barrel Initiative." From this post, I received three replies:
The key to Twitter is to understand that it is not an advertising medium per se. It is all about the conversation. Until the person cares or connects with you - there is no business opportunity.
Nice advice and examples. I need to have more conversations --and your post simply illustrates that even more to me. thanks!
Alexsandra - The biggest thing for me to learn was that Twitter is all about the conversation and not about advertising.