May 11, 2007Twitter while you work...
Filed Under: New Branding
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Earlier this week, I challenged Delta to stop talking about change and change already! I criticized a bloated 30-second spot which essentially says, "we're changing", but offers no proof. In addition, it sets them up for failure with typical mismatched expecations between communication and ground-level activation (service, baggage handling, delays, comfort - I could go on)
My point was simple: instead of telling us you're changing, why not prove it to us? Why not update us regularly with - for example - a Twitter group.
On the same day of my post, a Delta Twitter account mysteriously appears. What makes this so surreal is that the "voice" is not brand-speak or corporatese. It's human.
The voice is certainly informed:
- @Blephen - been trying to make the employees happier too. Gave out bonuses and part-ownership in the company: http://tinyurl.com/28ddae
So now the real questions:
- Who does the voice belong to?
- Is it a fake voice? There are many opaque twitter accounts such as this one "belonging" to Condi Rice (via shakewellbeforeuse)
- Is it sanctioned by Delta? It could very well be a purposeful unofficial voice. After all, humans can say many things corporations (or brands for that matter) can't
- Is this (or should this be considered as) the voice of "the brand"? Does it speak as an "official agent" of the company? And if not, does it matter?
- What will happen to the voice?
I have some hunches as to answers 1), 2), 3) and 5), but I think the real conversation is in 4)
This is one of those very clear - even seminal - moments in marketing that reflect a clear departure from the norm and status quo. It's a BIG story and has even BIGGER implications for all of marketing and its future.
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Comments
Like how they are actually conversing with Twitter users, instead of using the service as a quasi-press release.
Posted by: Mack Collier
My riff on twitter.com/deltaairlines and the broader implications for brands: http://gregverdino.typepad.com/greg_verdinos_blog/2007/05/folks_seem_pret.html
Posted by: Greg Verdino
I am willing to bet it is a fake. I don't think it is malicious, but that really remains to be seen.
Posted by: B.L. Ochman
I hope it isn't fake. Someone is doing them a favour if it is. If it's not, it's a great thing to behold. I'm sure we'll see much more of it in the future, especially from certain kinds of brands.
There are so many possibilities. I could see people already in the public eye starting to twitter as a way of developing a closer connection with their audiences. Will we see twittering Idol contestants in the future for instance?
Posted by: jj
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Posted by: Rajesham
Seems like the account's been pulled from Twitter - by Delta's lawyers maybe?
Posted by: Robin Grant
Was that really "you" who prompted social interaction, Joe? Or, maybe a small group of forward-thinking creatives who spent more than two years working on Delta's "change" into the social space?
You can take the credit though. Surprise.
Posted by: Edward
