Here’s a tale of two local bars.

A tale in which two bars set out to engage in the local Social Media community of Calgary. Both bars are of similar statue and manner. Both are located at cross-sections of popular nighttime destinations. Both are new ventures, which have taken over from _Classic_ and well known establishments. And this year both bars reached out on Twitter (and to an extend Foursquare) to attract new customers.

Bar Number 1

Let’s briefly talk about the first one. Last March it established a “Twitter presence”:http://www.twitter.com/classicjacks and proceeded to follow the Calgary community. The account page was bland, generic and didn’t provide any insight into the culture of it’s clientèle or even an hint at it’s overall image. Instead the bar made two comments along the lines of _we’re open_ and _we’re hiring_. It didn’t try very hard to engage the community and didn’t create a two-way form of communication; rather it just broadcasted a simple one-way message to an uninterested audience.

Since those two posts … well the account has sat dormant.

In all likelihood the account will never resurface in any form. Which is unfortunate, as it was one of the first restaurants to venture into the Twitter community. It had a leg-up on the community and could have been poised to potentially leverage this new clientèle. *But it failed*.

There was no commitment to the campaign and _more importantly_, it didn’t give back to the community it was interacting with. Instead, their tactics probably left most members of the Calgary online community with a sour taste in their mouth.

For their image, their soft attempt at leveraging Social Media *probably did more harm than good*.

Bar Number 2

Now, let’s look at the second bar. It’s a fairly new concept bar, which took over the reigns of the old Fox and Firkin. Their goal is to sell locally produced food and _Brewskies_. This bar of course is “The District”:http://www.enjoydistrict.com. Opened a few months ago, it is a place that is slowly becoming an after-work destination and an enjoyable niche hangout.

Similar to my previous example, The District also embarked on a “Twitter campaign”:http://www.twitter.com/enjoydistrict. Unlike the aforementioned establishment, The District began engaging in the growing Calgary Twitter community through a simple organic campaign – offering specials, promoting it’s bucket of bacon and (recently) it began encouraging organization to use it’s location for a variety of meet-ups. Over time it has grown it’s audience to well over a 1,000 followers and now appears to be a destination within the online community.

In addition to all this wonderful Twitter exposure, it also took the plunge on the newest Social Networking craze “Foursquare”:http://foursquare.com. In the past few weeks it became one of the first venue partners in the city and now offers “discounts to mayors and some secret discounts for frequent visitors”:http://foursquare.com/venue/253410. As a foursquare user, it’s become a place to visit to ‘achieve’ the next status of discount.

Subsequently, The District has created an identity and presence within these two networks *that is unique to its competitors*.

It’s positioned it’s self as a destination place for the people engaged in the community and a quick look at either network shows it’s success. This level of interaction has change the community’s opinion, from a bar on the outskirts to a place to meet and be seen.

In The End

I’m not going to speculate on the success of either establishment, I’m not by any means a restaurateur. The point of this post is to look at the difference in Social Media strategy and the change to the online perception of both establishments. The one thing that I do know about the _Food and Drink_ industry is that *optics are a key element to success*.

Buzz and word of mouth are invaluable.

When we look at the rewards of these two Twitter campaigns, it’s pretty obvious which of these bars came out on top.

A month ago Shel Israel swung through Calgary on a “promotional stop”:http://www.meetup.com/third-tuesday-calgary/calendar/11278682/ for his latest book, “Twitterville”:http://redcouch.typepad.com/weblog/twitterville.html. Intrigued by his previous work, “Naked Conversations with Robert Scroble”:http://books.google.ca/books?id=8tD1OOLUbJgC&dq=naked+conversations&printsec=frontcover&source=bn&hl=en&ei=dj3qSr7pBI30sQOR3fHWCA&sa=X&oi=book_result&ct=result&resnum=4&ved=0CBcQ6AEwAw, Half of the Armadillo team attended his talk to see what Shel had to say about on twitter. Shel spent the evening doing what he does best; regaling the audience with anecdote after anecdote about the growing importance of Twitter for business (and to a lesser extent society). Needless to say, very few attendees of that event left without a copy of twitterville under their arm.

Shel is a gifted story teller and _Twitterville_ is nothing short of enthralling and inspiring. From a business perspective if you are looking to properly explore the world of Social Marketing, in particular Twitter, consider picking up a copy.

See Twitterville easily overshadows the “plethora of other Twitter books”:http://www.google.ca/url?sa=t&source=web&ct=res&cd=1&ved=0CA4QFjAA&url=http%3A%2F%2Fwww.dummies.com%2Fstore%2Fproduct%2FTwitter-For-Dummies.productCd-0470479914.html&rct=j&q=twitter+for+dummies+book&ei=30zwSpzYCJLWtgPO7LiABg&usg=AFQjCNFPwJyyZ2O85EOsh5qHKEYzgsPJ0g, because it is *an honest look at the evolving community, from the viewpoint of someone who truly cares*. Shel enthusiasm clearly demonstrates his appreciation for the subject material. His business anecdotes have an intimate feel to them, due to the relationships he has built with the major protagonists in each story. Within each chapter he is promoting and championing businesses that understand Twitterville and are pushing it in a positive direction. More importantly, he showcases the people behind these successful accounts, who are leverage their own generosity and compassion to further the community and their own bottom-line.

In a sense, the basic take-away from Twitterville, revolves around the divide between the personal and impersonal. As Shel notes throughout the book, the downfall of many business strategies on Twitter are routed in the impersonal and archaic _broadcast_ tactics many companies are familiar with. Where businesses are seeing favourable results on Twitter, is when they shift their focus towards a more involved and open two-way communication strategy. Shel’s philosophy is that *Businesses will succeed on Twitter only when they are personable*. And he leverages many examples throughout Twitterville; from the success story of “comcastcares”:http://twitter.com/comcastcares to “scottymonty”:http://twitter.com/scottymonty and his ability to suppress Ford Ranger Fan-club backlash to the small business success of Houston’s “coffegroundz”:http://twitter.com/coffeegroundz.

That is not to say that Twitterville is only for the novice twitter user. Rather Twitterville is an important read even for the most seasoned of power users. From his own personal ideal _That Twitter is the Place where People Act The Most Honest_ to the concept of _Lethal Generosity_, Shel is able to show Twitter’s evolving ability in a different light. In addition, Shel’s business cases and anecdotes are well researched and provide even experienced marketers with ideas and concepts to work with or bring to their clients. That is not to say that there aren’t any remedial chapters intended for the novice users (the Last Chapter is dedicated to the basics of Twitter and there is a detailed chapter geared towards the darker side of twitter).

It’s easy to be sceptical of the magnitude of literature popping up regarding the business opportunities within the Twitter community; the technology is far too young for anyone to truly comprehend the future ramifications of the tool. But Twitterville is a fantastic first step in that direction. It is a book which is chalkful of insightful ideas and positive concepts, that showcase ideas that promote the community rather than exploit it.

If you are small business looking to engage with your clients on Twitter, take the time to seek out _Twitterville_.

With hundreds of Twitter applications available at the moment, it’s easy to get lost in the sea of promises. As with any technological movement, many apps are popping up to take advantage of businesses and users trying to promote themselves using Twitter. Unfortunately, a majority of these apps are probably useless for most businesses looking to start a twitter campaign, but a few seem to be invaluable. In our opinion, the one Twitter application that every business needs is “Hootsuite”:http://www.hootsuite.com.

Built by Vancouver’s own “Invoke Media”:http://www.invokemedia.com/, Hootsuite is widely regarded as an “indispensable tool for Twitter Power users”:http://www.invokemedia.com/hootsuite-wins-best-app-at-shorty-awards/. After toying with the application for our own Armadillo Studios Twitter campaigns and for our first “two private campaigns”:http://blog.armadillostudios.ca/article/twitter-for-the-calgary-market, we have to agree with that judgment.

Why Use HootSuite?

*Hootsuite* is an online tool that leverages information from your Twitter stream into a similar, yet powerful interface. Hootsuite’s interface is like flying first class to Twitter’s economy class web interface.

While an upgraded interface really doesn’t justify Hootsuite’s power, the real benefit comes from the application’s ability to *add multiple admins to a single account, the integrated tiny-url creator (Ow.ly), to schedule tweets to post on a time delay and to view the metrics on links that you send out*. All the bells and whistles that can really enhance any sized Twitter campaign. Whether it is for a large company, non-profit or for a small-medium sized business.

But in our opinion the two aspects of the Hootsuite application that make it worthwhile are the *Time Delay Posts* and *the ability to view metrics on links*.

Time Delay Posts

The beauty of Twitter is it’s simplicity. You post short snippets throughout the day and your followers (or potential customers) read your tweets. Unfortunately, there are a couple of occasions where the ability to schedule tweets can be a real benefit. Either for maximizing your potential readership or when you know you won’t be online for a certain time period.

For example, say you religiously post a “#FollowFriday”:http://mashable.com/2009/03/06/twitter-followfriday/ recommendation every Friday at 10:00am, but you’ve got a morning meeting this Friday. Hootsuite’s scheduling app allows you to create the tweet on Monday and schedule it to post later that week. Simple as pie.

Now the previous example was a very simple run down of the benefits, but you scheduling of tweet to coincide with a product or site launch can help to focus you on the important tasks rather than worrying about tweeting at the proper time.

Viewing Link Metrics

Embedded in the Hootsuite application is the tiny-url creator “ow.ly”:http://ow.ly/url/shorten-url. Like all tiny-url creators it allows you to take a long link and shorten it to a 10 to character link. *The ow.ly service embedded straight into the posting interface on it’s own, is a fantastic addition to Hootsuite*.

But it gets better.

For all links which use the ow.ly tiny-url, Hootsuite will track the metrics of that link. It will track the amount of followers opening the link over a variety of time periods; providing you with some key information, which can determine what the optimal time to make a post is or what subjects are producing the most interest. Two critical bits of information for any campaign.

Your Campaign’s Best Friend

Without question, Hootsuite is a great addition to any business driven Twitter campaign (or for personal users interested in their own metrics). Rumor around town is that “Invoke is launching a 2.0 version, which includes multiple columns and other bells and whistles”:http://www.techvibes.com/blog/hootsuite-2.0-get-your-beta-invite-here. But in the meantime give Hootsuite a try. We promise you won’t be disappointed.

Yesterday afternoon, we had a great interview with Danielle Suchet of CBC Radio One for a segment on *Job Seekers Leveraging Social Media in the Struggling Economy*. We had a wonderful chat with Danielle and a couple of quotes were broadcast during the segment.

If you happened to miss our comments, the CBC Calgary has posted a synopsis of the segment – “Calgary Job Seekers Tweet To Find Work”:http://www.cbc.ca/canada/calgary/story/2009/06/09/calgary-jobs-twitter-social-networking.html?ref=rss. Including a great little snippet of the interview:

Posting links on Twitter *will not eliminate the need for traditional job boards or online listings but it’s an avenue to reach a wider audience*, said Connor Turner, owner of Armadillo Studios, which consults on social networking for small businesses.

“People are using Twitter and Facebook just to get the word out there and show a connection and then drive them back to the original form like their website and the job posting,” he said. “*It’s just an indirect way, a more personal way to get out there and touch people and provide the information that people are looking for*.”

If your curious about our Twitter Consulting services, feel free to have a look at original article – “Twitter For the Calgary Market”:https://www.armadillostudios.ca/twitter-for-the-calgary-market/.

Monday’s panels took on a very visual tint.

Opening the day was the arrival of the Texas Sun and a panel called “Shift Happens: Moving from Pictures to Words”:http://www.sxsw.com/interactive/talks/panels?action=show&id=IAP0900080. The panel featured some of the core brains behind the great “CommonCraft”:http://www.commoncraft.com/ explanation videos and “VizTalk”:http://www.vizthink.com/blog/ , two companies that are transforming how we explain complex issues and concepts by utilizing our basic need for visualization.

The entire talk resided around how corporations can utilize simple drawings and images to covey the complexity of ideas. Whether it is a brainstorming session on a company vision or to define a complex set of corporate strategies, the companies featured in this panel are aligning themselves with corporate companies to produce visual elements that make it easier for their customers or employees to understand.

A great example of this concept from the work that “Sunni Brown”:http://sunnibrown.com/ is doing via VizTalk. I’ve embedded a couple pieces of her work to give an example.

!http://sunnibrown.com/wp-content/themes/sunni/images/vois-thumbnail-sketch-1-440×338.jpg!

!http://3.bp.blogspot.com/_D3qn1sofjqM/SPUqX4lAnxI/AAAAAAAAATo/xqNuVrvG-D8/s400/Virtuous+and+Vicious+Cycles.JPG!

The second panel of note was the final panel of the day called “Color Angels: It’s Not Just Black & White”:http://www.sxsw.com/interactive/talks/panels?action=show&id=IAP0900201 featuring three of the top Women Designers in the world. Of note was “Veerle”:http://veerle.duoh.com/blog/about/ one of the most brilliant designers in the industry and an inspiration to Armadillo Studios.

This panel discussed the use of Color in Web Design to help usability, resolve culture color difference and to enhance a corporation’s branding. The discussion touched upon ideas regarding the cultural differences in colour recognition and techniques to allow color blind users to read your web site.

As a designer these colour issues are sometimes forgotten. An example that was given was the difference in color layouts for a Chinese Wedding web site where Red means fortune, while the color white tends to represent death. Which is counter intuitive to North American tradition. Then the panel wrapped up by examining some case studies in colour design and the latest trends in the industry.

And with that the third day of panels was closed. With the sun shinning and the annual “Big British Meet-up”:http://sxsw.com/interactive/parties_and_lounges and the “NXNW”:http://raincitystudios.com/taxonomy/term/477 SXSW really kicked off.