SHOOT FROM THE HIP

Twitter is here to stay. I don’t think that’s a particularly bold statement. Twitter has been embraced by consumers of every age and demographic. More and more companies are realizing it is a compelling medium through which to communicate their brand identity and engage in dialogue with their fans and detractors alike. They quickly learn that the most straightforward way in which to activate, and participate, in a conversation is through the use of hashtags. For those who have an active Twitter handle, hashtags are old news. But for anyone who has yet to be initiated into the language and etiquette of the Twitverse, the mention of hashtags draws black stares. And, unfortunately, the uninitiated still outnumber the converts by a significant margin.

Simply put, hashtags are any word, or linked words – words strung together without spacing, preceded by the “#” sign, eg. #asquaredgroup. Ideally, they relate to the subject of the tweet in which they are found. Traditionally, they are placed at the end of the tweet. Most importantly, they serve as a signpost for anyone wanting to be part of a conversation about the hashtagged subject.

For example, if I want to talk to people who love Nintendo, I’ll search #NintendoEnthused. My search will reveal a real-time discourse between Tweeters across the Twitverse who are excited about that brand and want to share their opinion with a larger audience. The search filters out any tweets from those same individuals that aren’t about Nintendo. I don’t have to be following any of them. I can “listen” to the conversation by just following the tweet stream. I can jump in and out of it whenever I want.

If I want to start a new conversation, all I need to do is send a tweet about my subject of choice and include a hashtag of my own making. My followers can engage in dialogue with me about it. In addition, anyone who is interested in the subject, and searches for it, can join in. The conversation takes on a life of its own. If members of the Twitverse think it is relevant, the conversation may continue for hours, days, or months. It may even start a movement.

The hashtag is a beautiful thing. And it’s just one of the many reasons why those of us who have embraced the incredibly dynamic and exciting world of Twitter advocate it so emphatically.

If you’ve been following the Swedish furniture giant, IKEA, lately – whether via its newest catalogue, Twitter or Time Magazine – you have probably discovered that the company recently underwent a transformation which caused shock waves and outrage to ripple through the Social Media universe. The transformation was a change in the style of font used for IKEA catalogues and print advertising, beginning with the recently-mailed 2010 catalogue. The ensuing consumer response to this change illustrates three notable phenomena: 1) the passion of brand enthusiasts, 2) the crucial need to listen to, and engage with, customers before making changes that affect those customers’ perceptions of one’s brand, and 3) the vital force of Twitter. That is why I love this story.

The switch IKEA made was from a customized version of Futura to a standardized version of Microsoft’s open-source Verdana. Now, before you roll your eyes, let me assure you that this was a strategic decision. IKEA wanted to cut costs and be able to use the same font across the globe. As IKEA spokeswoman, Monika Gocic, put it, Verdana is “more efficient and cost-effective.” The ultimate result of IKEA’s decision, however, may turn out to be anything but cost-effective, and ultimately damaging to its brand identity.

IKEA failed to consider the level of passionate attachment IKEA enthusiasts have for the brand, and its visual representation. According to statements made on Twitter and in interviews, many IKEA enthusiasts saw the company’s shift to a more ubiquitous, simplified font as potentially emblematic of a shift in IKEA’s larger brand and design philosophy. And they were vocal in their upset.

This was both a blessing and a curse. The fact that enthusiasts are so invested in the IKEA brand that they felt compelled to articulate their dismay is impressive, on one hand. It indicates how much they identify, and personalize their relationship, with the brand. Companies live for this kind of loyalty. However, these enthusiasts had interpreted the company’s actions as negatively influencing the overall brand image and value.

No company known amongst its loyalists as a design innovator wants to suddenly be associated with dumbed-down, common-place design. But that is exactly the leap that was made. IKEA did not expect this reaction. In addition, it did not formulate a response to, or open up dialogue with, its enthusiasts.

This may have been a critical misstep.

In less than a day, IKEA’s new font was as active a topic in the Twitterverse as Senator Edward Kennedy’s death. And the conversation was global. Days later, the discussion continues. It is fed by the interactive energy of Twitter, and carried forward by mainstream media, blogs and word-of-mouth. It involves both IKEA enthusiasts and those originally only marginally interested in the subject. But a voice from IKEA has yet to join in.

It is too soon to tell whether enthusiasts’ negative sentiments will mushroom into a revolt, as happened for Coke when it made a little change back in 1985, or will disappear from the Twitterstream without affecting IKEA’s bottom line. It would be a shame, however, if nothing is learned from this “surprise” development.

I hope that IKEA eventually does fashion a response to their enthusiasts, addresses the misunderstanding, and adjusts their strategy following this episode. If nothing else, perhaps they now will remember the following:

a) Never underestimate the power of your brand enthusiasts. They will carry you far, maintain inspiring loyalty and spread the message of your brilliance… as long as you hold up your end of the bargain. Simply put:

* Listen to your enthusiasts;

* Respect their opinions; and

* Create dialogue to communicate your intentions.

b) Do not dismiss the force of Twitter. It is now, dare I say it, as powerful as the blog.

In the interest of full disclosure, let me clarify that A SQUARED GROUP has no present or past association with IKEA, though I’d put money down that most of the team, at one point or another, has owned a piece or two of IKEA’s assembly-required furniture.

I attended the WOMMA (Word of Mouth Marketing Association) conference last week in Las Vegas. In past years WOMMA has been one of the highlights of our marketing education and this year was no exception. Meeting up with peers, brands, and thought leaders in WOMM gives us a fantastic perspective on what’s happening in our industry and how others are leveraging WOM to create unique and engaging marketing programs. As I listened to the speakers and networked with my fellow attendees, I noticed a few common themes began to surface:

Twitter – Social media is always a large part of the WOMMA conference. After all, it is one of the best mechanisms for spreading WOM online. This year we were all atwitter about Twitter. Every third person at WOMMA (including me!) spent the conference tweeting presenter sound bites, planning in-face meetings (called tweet-ups), and getting to know each other over the twitterverse. Figures on how many people are using Twitter are actually hard to come by, but some estimate it’s as many as 11 million users. With that many users, it’s become obvious to marketers and brands alike that Twitter is here to stay. So, as marketers, how do we use it?

On day one, keynote speaker Tony Hsieh, CEO of Zappos.com, talked about the company’s unique culture and corporate transparency via twitter.

Hsieh has his own public twitter account that consumers can use to communicate with him and over the years he has encouraged over 450 Zappos employees to join twitter as well. Together they field customer service questions, earnings inquiries, and describe a day in the life of a Zappos employee.

Additionally, Zappos has set up a website that tracks any mention of their company on twitter. The good, the bad and the frivolous are all documented on this online WOM community. Zappos is a fantasic example of a young cutting edge company using social media to create an online culture, amplify their own WOM and set themselves apart with excellent customer service.

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