Is This A Good Twitter Strategy?

Simon Byholm Reply 30. Jan, 2010 at 4:11 pm

Using those keywords to find people to contact is in my opinion good market research.

How you contact them (is it spam) and what you say about your competitor may very well make it sleazy

At a minimum I would find it an acceptable practice to follow these people hoping that they will follow you back and check out your twitter page where you have info about what you do.

Simon
Secret Search Engine Labs

Terry Green Reply 30. Jan, 2010 at 4:21 pm

My opinion is that cherry-picking the names of people mentioning your competitors and or the names of their products – and contacting them to downplay your competitors products or services is sleazy. It’s one thing to do the cherry-picking to promote your own product or service, but to promote your own product by downplaying the product or services of someone else is sleazy. I want people to purchase my products or use my services because they are quality products and services, not because I’ve hashed the quality of the products or services of someone else.

Scott Ellis Reply 30. Jan, 2010 at 4:31 pm

No particularly sleazy, but probably not the most effective means someone could use either. It’s really just the social media version of the Verizon/ATT “who has a better network” commercials or the Apple/Microsoft “your a dork, we’re cool” type of marketing.

Calling out your competitors and targeting their customers is nothing new. That said, the technique as executed my not be particularly scalable if it’s all being handled manually.

I probably wouldn’t use it but not because it’s “sleazy.”

Tim Reply 30. Jan, 2010 at 4:47 pm

Its brilliant! Thanks for the tip! Always good stuff from you Stu. Keep it up.

Dan Safkow Reply 30. Jan, 2010 at 5:03 pm

Hey Stu,

Good conversation starter!

I thinks it an acceptable practice, as long as it’s your product you’re speaking of, and you’re contacting each person directly and are open to having a real dialogue on the topic.

I would consider it sleazy if you’re promoting an affiliate product and you’re not disclosing your affiliate relationship, or you’ve some how automated the process with no intention of responding to replies. Then I would consider it social media spam.

Best wishes,
Dan Safkow

Stu McLaren Reply 30. Jan, 2010 at 6:10 pm

Interesting thoughts Dan about using this for “affiliate” products versus your own.

Does that change the dynamics of the question or does the strategy still remain the same regardless?

Scott Reply 30. Jan, 2010 at 5:07 pm

It’s OK to find like minded people by looking to your competitors followers. Slamming your competitors imo, is just not necessary if you have a good product.

As far as the cherry picking followers. I don’t see any difference then in the offline world renting a customer list of a competitor from a list broker and then sending out a mailing. So imo, this method has it’s good and bad points.

Dr. Serena Reep Reply 30. Jan, 2010 at 5:21 pm

I think this is a BAD practice. Anytime you put down a competitor, you are reducing your own value, not to mention uplifting the competition’s value. If I received such a message, my thought would be: If you are stooping low enough to knock someone, your product must not be good enough to stand on its own. I propose a much more “classy” strategy – Talk to the competition instead and see how both can join hands and work together and benefit together. Don’t forget, “rising tide lifts all boats”.

Scott Ellis Reply 30. Jan, 2010 at 2:25 pm

Dr. Reep, Your point is taken but I don’t think it’s necessarily [always] true. Back to the Apple/MS commercials, that is exactly what Apple is doing (not cherry picking but cutting down their competitor) and it’s been effective and [arguably] Apple makes a much better product. I would argue they do as would many. Cisclaimer: i still haven’t moved to Mac.. Yet, but will because they make a better product (Unix based OS will smoke MS anyday) not because of the commercials but the strategy stands.

I would however agree that it may “imply” that you have an inferior product if you don’t already have brand recognition for quality.

Ford is on the up right now but given their troubles over recent decades it would be a mistake (an unnecessary) for them to cut down GM, even if they are making a superior product.

Diane Eble Reply 30. Jan, 2010 at 5:38 pm

I suppose a lot depends on what you say about the competitor’s product and how you say it. I always go by the “love and truth” test, and only do and say things in business or personal life that are in line with that. That’s how I operate, and I only care to associate with people who operate under the same principles.

If someone came to me and openly “dissed” a competitor, I would definitely put that person and product on my own “never do business with” list.

However, if you honestly feel you have a better product or service, and you can prove that in a way that benefits the potential customer, then perhaps it’s ok. For instance, I’m a publishing coach, and there are a lot of companies out there who simply exploit aspiring authors. I really hate that. I would be doing aspiring authors a great service if I honestly showed what some of these companies are really like and really (don’t deliver), and steer them to an honest recommendation. Again–love and truth.

Rob Metras Reply 30. Jan, 2010 at 5:48 pm

The practice of seeking out all those who have an interest in your business or issue is that of finding the market, where they live. Once you have found the market negative thoughts on competitors or their products are sleazy and not productive for you in the long run. There is nothing sleazy about highlighting the benefits of your offering, and indeed you are doing a disservice to the market if you do not. As they say all press is good press. If you encourage a conversation about the benefits and keep it positive that is conversation .If all you are doing is dissing, you are wasting a great opportunity to connect.

Jason Moffatt Reply 30. Jan, 2010 at 6:00 pm

I think you need to be cautious of anyone who bashes or talks trash about their competition.

A fierce competitor knows that there are way more effective ways to build trust with a prospect then trashing a competitor. And, if not careful when you insult the competitor you often insult the buyer or potential buyer who was interested in the original competitor.

You are better off complimenting something about the competitor and buyer and then making other suggestions about why your product may fill a void that the other lacks. But outright slamming of a product would not be advisable in my opinion in most scenarios.

Stu McLaren Reply 30. Jan, 2010 at 6:08 pm

That’s a good point Ja about “insulting” the buyer. I bet a lot of people don’t realize they are doing that when they downplay a competitors product.

Bill Covert Reply 30. Jan, 2010 at 6:03 pm

Hi Stu,

There is no answer suitable until you know exactly how the person that did the “name” research is using it. If they are contacting the customers saying ANYTHING negative… it is Sleazy!

However, if they say that that have a complementary product and praise the competitor, I’d say it’s okay.

Using common sense judgment is critical. Just be thinking if the roles were reversed – how would you like people criticizing your product.

It is NEVER good practice to bad-mouth a competitor. Stand on your own Value. Otherwise you will hurt our whole industry.

This year I am bringing out The Accelerator for Success system using my proprietary Dream Bar Cafe Principles. I am happy to have competitors work WITH me – that way we can all add value to the marketplace.

Here’s to a great 2010!

Stu McLaren Reply 30. Jan, 2010 at 6:07 pm

Thanks for all the comments so far.

What I’m sensing from most of the comments above is that finding people on Twitter from searching competitive keywords is good market research.

But how you contact them is where is becomes either “sleazy” or “good business”.

From what I’m hearing is if you contact these people and downplay your competitors in order to promote and push your own product, you’re crossing the line to “sleaze land”.

So contacting is ok.

Downplaying competition is not good.

Thoughts?

Scott Ellis Reply 30. Jan, 2010 at 2:30 pm

Stu, I think downplaying isn’t the best strategy but I’m having a hard time classifying it as “sleazy.” Maybe I’m getting hung up on the semantics of a word but sleazy implies “unethical” whereas I would consider this tactic “aggressive” but not unethical.
Certainly not a best practice either.

David Hepburn Jr Reply 30. Jan, 2010 at 3:48 pm

Stu,
The strategy is neither good nor bad. It’s what people think about it that determines it being good or bad. It’s an interesting way to research. What you then tell the people that you have found will show YOU to the world and who you are. The strategy isn’t the issue. It’s what you say when you contact potential clients that will show the world if they want to deal with you or not. If the only way you can get ahead is by trashing others, then you aren’t going to be in business long.

Cindy Rushton Reply 30. Jan, 2010 at 4:04 pm

Great discussion Stu! WOW!

I think that there is a big difference in market research for keywords vs going out there targeting customers of a certain company.

Now, what I am about to say must be prefaced by the fact that I really do blow off a lot of “keyword search” emphasis in my business. My perspective is that what is HOT today in the search engines is from YESTERDAY. I want to set the pace for what people are looking for, rather than chase the things that people were looking for in the past–looking for what HAS been researched could be valuable, but whatever happened to the rock-solid business principle of being a trendsetter and shaping your market needs? Those who will be successful for years to come must be trendsetters–not copycats. Just a thought.

Ok…back to what I was saying above– looking for keywords that are being commonly used in your market could be very beneficial. Looking at the ones being used by your competitors could be as well. I see value in that for some businesses–my husband designs, manufactures, and sells commercial playgrounds with http://www.Playmasters.info. Knowing what his customer is looking for and how they search for that information online helps him greatly. BUT! Content on our site, developing the very best products, and caring about our customers helps even more.

Now, going into your question of where it gets sleazy. I have had competitors come to my sites and online events trying to pull away my customers to their businesses. I would agree that this boarders on sleazy. Of course, the reactions of my community show that my community feels the same way. I think that in the long run, the company that does this as a practice is tightening the noose around their own neck.

We are in a day that “poor” businesses are showing their true colors. They lack focus, creativity, and ethics. Instead of doing the hard work of building a rock-solid business, they are stooping to unprecedented levels of poor character.

The good news is–they will not be around very long. This economy is definitely separating the wheat from the chaff. Poor businesses will not be able to ride the waves until we get on the other side.

The bad news–they will be snooping around and copying great businesses for a little while until they implode.

Great question! You have my brain swimming with thought!

Tilen Krivec Reply 30. Jan, 2010 at 6:39 pm

AAAAa, stop screaming! lol, it’s a sleazy strategy, as twitter shouldn’t be a place where small businesses bombard people with offers but a place to develop relationship with your potential clients/costumers and turn them from strangers,? to friends, to costumers, to fans…

Sylvie Fortin Reply 30. Jan, 2010 at 11:04 pm

My opinion? REALLY bad idea!

I concur with some of your commenters who suggested that if your products or services cannot stand on their own two feet without bashing your competition, then you need to invent a better product.

This is just bad business all around, bad form, bad “karma”.

Let’s replace the word “Product” with the word “service” and see how it would feel…

Let’s say you’re a writer, and you write a few articles for a few people. They like your work, so they tell their friends on Twitter about you.

One of your competitors stalks your name and every time someone says something nice about your writing skills, they say something nasty instead, and point to their writing website instead.

Does this feel like good business strategy to anyone?

So, why would it be any different if we’re talking about digital products, software, or t-shirts?

All in all, a terrible idea, and I would personally be offended if anyone approached me and tried to sway my already existing purchase decision.

To me, anyone who does this has a shameful character, and should be spanked.

Lisa Suttora Reply 31. Jan, 2010 at 1:15 am

I have to second what Sylvie says. There are much more effective ways of marketing and a lot better ways to get an ROI on your marketing efforts than bashing competitors – or at least trying to cherry pick customers.

Not to mention the golden rule “Do unto others as you would have them do unto you.”

I’m a big believer that the success of the business you build is a reflection of how you build it.

And although there are a lot of marketers who have used sleazy tactics – eventually it catches up with them.

Keyword research on Twitter? Absolutely!

Living in the communities where your customers live and becoming a part of those communities? Definitely!

Writing a good salesletter that shows the value of what you have to offer? Showing the gaps that your competitors overlook? It’s a must!

Dedicating your energy to cherry picking customer names with the intent to bash the competition? Not a good business strategy.

Bryan Bliss Reply 06. Feb, 2010 at 5:09 pm

This is a phenomenal, complicated question.
I think the answer isnt so cut and dry or black and white.
I think its almost too easy to just say Bad idea, thats just wrong.

WHAT IF I know for a fact, and believe in my heart, and feel the truest generous helpful and empowering educating inspiring intent and I see someone going down a path doomed to failure or being misled by a morally corrupt scammer? isnt it then MY MORAL OBLIGATION to tell them not just whats a better option but why their previous choice may harm them?

WHAT IF we ask the same question, but the stakes are higher, and not just about a product, but about perhaps our country?

WHAT IF your knowledge and intervention could save a life?

The classification of calling someone sleazy for just helping enlighten and in effect SAVE the misled and sharing SPECIFICS gets tougher now doesent it?
ah but theres the rub.
it all boils down to INTENTION, sincerity, and who is honest doesent it?
how are we to REALLY know ultimately who is right and who is wrong?
how can we tell the ones who use this “tactic” to sleaze into an honest debate to steal, from the ones who come to the rescue to protect?

Consider the way this strategy has been employed in politics lately.
Joe Wilson….. aka.. YOU LIE!!!
Justice Samuel Alito….. aka… ” thats not True”

your interpretation as to whether justice Alito is a sleaze or a savior of truth probably depends on which party you voted for and maybe even which cable news station you watch…
does that make YOU sleazy? wrong? right?

this is a great question and I love this kind of analysis on persuasion mixed with marketing/ethics and emotion

ah the controversy
Stu I’ll bet this gets even more comments where Ryan and Sylvie and Michel debated the “naming names”

interesting question
Sylvie, do you think Ryan was wrong or sleazy for “naming names”?
of course I know you don’t but my point is we all need to broaden our minds here and do some lateral thinking, relate this question to other subjects we already know and have deep opinions on.
makes it both more interesting and impactful.
thanks to all of you for carrying on the integrity debates that inspire and empower us all.
ps i made a video where I ask some even MORE powerful WHAT IF questions to inspire and fuel this debate.
here:

and a brief follow up here:

Thanks and take care,
Bryan

ps if those embeds dont work I’ll include a comment below again with just links to the videos i made for just this post.
thanks and take care,
bry
- Bryan Bliss 06. Feb, 2010 at 5:12 pm
  
  just links to the you tube debate commentary
  pt 1 : http://www.youtube.com/watch?v=zVDsDJ4ZwLs
  
  pt 2: http://www.youtube.com/watch?v=V6ENt9jXNLo
  
  thanks Stu

Mari Smith Reply 31. Jan, 2010 at 1:32 am

Hey Stu,

Thanks for the ping on Twitter.

I’m guessing you’ve directly experienced (been on the receiving end) of this particular Twitter “poaching” strategy?

A few points:

I personally do not believe in “competition” – as there is only one you. Even if a whole bunch of peeps offer the exact same product or service, you deliver it with your own unique blend of experience, knowledge and wisdom. Granted, there could be more competition among brands/companies vs. solo entrepreneurs. But then it comes down to taste – I may prefer Pepsi, and you prefer Coke.

Any individual or company who downplays another individual or company is operating out of a scarcity mindset. Those people you’re talking about using this Twitter strategy are in fear, thinking there is not enough business/clients for them (or they get greedy and want more, more, more) and they have to go and “steal/poach” from their “competitors.” How sad.

Last year, I had the pleasure of meeting Richard Branson – he shared about the awful things a certain British airline did years back to try and push Virgin Airlines out of business. Mean, underhanded and coercive behavior does have the potential to really harm another’s business. But, at the end of the day, the law of karma/reciprocity will always take care of things naturally.

I agree with the theme here insofar as healthy tracking & monitoring of your marketplace. But most definitely never, ever speaking badly about anyone. Period!

Cheers
@marismith
(Psst, would highly recommend using a mic for better quality audio!)

Ken Reply 31. Jan, 2010 at 5:07 am

I think it’s smart…but I think, like everything else, it depends how you present yourself….it’s all about good relationship building!

Mary McRae Reply 31. Jan, 2010 at 4:05 pm

You’ve entered too many variables into the discussion. It is a smart practice as a business owner to employ twitter search to discover people who might be talking about a product or service you offer (or a competing one) and send them an @reply introducing yourself and your business? Absolutely not. I highly recommend it.

On the flip side, bashing your competition or competitor’s products is just a bad sales tactic. Always has been in my book. Tell me why your product or service is great; not why someone else’s isn’t as good.

Carlos Scarpero Reply 01. Feb, 2010 at 12:17 am

I think the researching the competitor’s name is a good thing. You can certainly be friends with their known customers. If the customer is following your competitor, they will probably follow you if you have quality stuff.

The part about putting them down and stealing them away is horrible and will come back to haunt those who do it.

Kelly Rudolph Reply 01. Feb, 2010 at 2:32 am

Stu, I know you have microphones because you told me which ones to buy. You could take the place of the yelling dude selling Oxyclean!

This convo exercised my brain at a time when it thought it was going to sleep. My bad. Ha!

Research is essential and this is a good strategy for it.

Ethics are up to the individual so if they turn it into sleaze, they were already there in whatever else they were doing.

If you build relationships and better products and services using this strategy, it is good business.

If we acknowledge, trust and follow our gut feelings, which ALWAYS lead us the right way, we can avoid most of the sleaze and creepiness people dish out.

P.S. You look good in “scruffy,” Stu!

Kellie Frazier Reply 01. Feb, 2010 at 7:26 am

I completely agree with Mari on the ‘competitiveness’, ’scarcity’, mindset. Speak factually about any topic and light comes to the surface for those who want to determine their own outcome. If someone were to speak poorly of you then it is up to you to live as though no one could ever believe it anyway. Hurting people hurt other people as they’ve been hurt so it’s a good time to test your own character strengths by being the hero, forgive and move on.

PS…you may want to speak a wee bit softer next time… I nearly jumped out of my skin! lol

CMB Reply 01. Feb, 2010 at 11:14 am

Hey Stu

I think any form of media release is a great option, Twitter, Facebook, Myspace
etc. If you truly think your competitors
pale in comparrison to you, let the masses know. If your not doing this yet, chances are your competitor are. In my humble opion, do what you can do to get the word out. Sleazy, probually, but hey, if
its an outlet, don’t let the competition beat you to it.
and by the way follow me on Twitter CMB

Jeremy O'Krafka Reply 04. Feb, 2010 at 10:34 am

Good practice is in the eye of the beholder. If I were promoting a service I use and was contacted by a competitor putting down my supplier, I would view it as sleazy. On the other hand, if I were complaining on Twitter, I’d be happy to hear some alternative solutions. Thoughtful market research and response (not automated) is always good business practice.

CynthiaCharleen Reply 06. Feb, 2010 at 10:32 am

I’m witn Lisa and Sylvie. What goes around comes around. I also subscribe to the Golden Rule – Do unto others as you would have them do unto you. I think using the keywords to pick people to follow and hopefully they will follow you back.

I think the best idea is to have an outstanding product and then share it with others.

P.S. I like the format of your blog, Stu.

Connie Ragen Green Reply 06. Feb, 2010 at 12:04 pm

Stu,

You know I do lots of affiliate marketing, so these characters were drawn to me early on, like flies to honey. I even took the time to check out what they were promoting, and there was nothing I would have promoted.

When they think I will promote their product instead of the one I already use and believe in, just to make a few more dollars, they insult my integrity as a business owner and marketer.

Gilles L'Heureux Reply 06. Feb, 2010 at 2:38 pm

I really think it’s a cheap and sleazy tactic. I mean really, using someone else’s success to try and develop your own, without their permission??? There are sleazy and slimy creatures called leeches that do that sort of thing in nature.
Have integrity! Stand up and rise on your own merit. Don’t use someone else’s successes, tear it down and try to make yourself look good. Just my opinion…
Gilles

Beverly Reply 06. Feb, 2010 at 3:44 pm

Here it is for me…if someone starts slamming a competitor I am immediately suspicious esp if it is someone I don’t know. I feel the same way about the ’slam game’ strategy with any form of promotion ie social media, commercials, d.m.,blogs whatever. Why not rave about the product or service they are representing – maybe there is no reason to rave!