Jul 05 2010
“You RT me and I’ll RT you” & other marketing lessons from Twitter
“RT”, for readers not engaged in the Twitter world is short hand for re-tweeting, or sending the post of someone else to your followers. It’s a way for you to agree with the original observation and spread the message while giving credit to original author.
This brings the mesage to your followers and introduces them to someone they may wish to follow. It’s an act of support and friendship that creates relationship all around, and serves as a form of currency in the network.
The new marketing haiku, “You RT me and I’ll RT you” came from Bryan Vartabedian, M.D. @Doctor_V who I recently met at the Digital Pharma West conference in San Francisco.
@Doctor_V - Bryan Vartabedian, M.D. speaking at Digital Pharma West
He was on a panel discussing ways that pharmaceutical companies can reach doctors now that golf junkets are out and drug reps have a hard time getting face time. Bryan gave a more intelligent sounding answer while on stage. But his private conversation RT quote was more profound and representative of the shift that’s going on in marketing. (You can read more profound thoughts on his 33 Charts blog.)
The drug companies can look to Twitter to find some of their marketing answers. They can move to creating a relationship, where there is an exchange with their audience instead of selling.
The traditional one way marketing message doesn’t work well on Twitter. Beverly Macy, the co-author of the upcoming book “The Power of Real-Time Marketing” @PowerRTM likes “the 80/20 rule of Twitter – give 80 percent of the time + ‘get’ or talk about yourself 20 percent of the time”.
TweetDeck is the new black bag for @Doctor_V
This could mean a paradigm shift from moving product to focusing on helping the patient become healthier. From selling to the doctor to helping them do their job.
We heard great examples at the conference of companies creating patient support communities. Could we see a similar support to doctors that would offer practice management tips, assistance in moving to electronic medical records, or working to connect attendees at dinner meeting talks to expand referral networks?
What would be other examples of RT a customer that would work to reach physicians? What else can we learn about marketing from Twitter?
Mark Harmel
Tweet
Mark, It was great meeting you. I think the dialog regarding changes in healthcare and pharma marketing is just beginning. We have a long way to go before understanding how to make this work for everyone – especially the patient. Love the picture – depth of field can be so powerful.
Mark
Nice meeting you as well – and I’m glad I was there when @Doctor_V said that to us.
Twitter does offer some metaphors for how important relationships are in business. I’m not so sure I personally subscribe to “RT me & I’ll RT you” since I RT simply to share what I find interesting.
Still, it’s an important social gesture – one which traditional, one-way marketing simply can’t achieve.
I don’t know if I would classify Twitter as a “marketing tool” because it’s such a pliant communications utility with many purposes, but it does have its place within broader marketing efforts. I refer to Twitter as a linchpin in the larger framework of communications.
As more doctors use emerging media, I’m sure we’ll see them used to take advantage of the ambient intimacy they can engender.
Again, great meeting you at Digital Pharma West!
@PhilBaumann
Phil Baumann´s last blog ..A Bill of Rights for Social Media Sites
DrV – Depth of field is great. Too bad you were looking good while @doctoranonymous was being laid-back. It must be his California look.
Looking forward to more profound thoughts.
Phil,
I follow people I like and RT posts that I think are interesting and others may enjoy. I don’t see it as a “Quid pro quo” system. The metaphor to me implies more of a friendship where you buy each other drinks when you visit 100 Beers together.
Good thoughts on this already. A lot of the “old school” or “old media” people still believe that twitter and other social media outlets are still a one-way or only out going communication. When people actually experience social media platforms for themselves for a few weeks, they start to realize the real power of it –> Mainly the two way communication and a richer experience.
Hey Mark – It was great to meet you at Digital Pharma West. Keep these thoughts coming. I’ll definitely be checking out more of the blog (and following on twitter, of course)
@DoctorAnonymous
I’ve found that it often takes time to build up familiarity with the medium. The news feed approach is at least being in the game instead of watching from the sidelines. Some groups never make it beyond the first step, but I prefer something to nothing.
Mark Harmel´s last blog ..“You RT me and I’ll RT you” -amp other marketing lessons from Twitter
Mark -
Oh, I’m not saying there’s anything wrong with the meme – it’s a great metaphor.
I just find RTing a natural part of using Twitter.
Plus it’s just fun
@PhilBaumann
Phil Baumann´s last blog ..A Bill of Rights for Social Media Sites
Great post Mark!