Background: In early 2009, Twitter had just over a million users, Facebook had fewer than 12 million users, and while social media was all the rage among consumers, few brands had integrated these channels into their official marketing and customer support strategies. Plain and simple, the tools they needed did not yet exist to track conversations, manage responses and report results in compliance with brand standards and guidelines. Ad hoc engagement held too much risk.
Strategy: CoTweet comprised three founders and a credit card, with a goal to deliver the first social media management platform for enterprises. Through personal connections, the team had secured an impressive list of early beta customers, many of who became leading champions in the enterprise social media market. FOLIO’s goal was to increase CoTweet’s visibility with prospects, partners and investors, and establish the company’s founders as the go-to experts on “social for business,” in contrast with consumer-oriented competitors HootSuite, Seesmic and others.
Strategies included: cultivating high-profile customer references as passionate CoTweet advocates; hosting Tweet Up events with VIP speakers in major U.S. cities; promoting customer best-practices in parallel with calendar-driven events (e.g., social media strategies of airlines during summer travel season); collaborating with partners such as Twitter, Facebook, Klout and Salesforce on joint announcements and marketing initiatives; aggressively pursuing industry awards and speaking opportunities; publishing exclusive social media research reports; developing relationships with top-tier analyst firms; and conceiving one of the most unique, and highly regarded hospitality events at SXSW Interactive – Sunday Brunch on the Terrace at Whole Foods.
Results: FOLIO played key role in CoTweet’s rapid rise from startup to market leader, and ultimate acquisition by ExactTarget in 2011. Recurring feature coverage in top-tier business and trade publications included American Banker, CFO, CNET, CRM, GigaOM, InformationWeek, Mashable, MIT Technology Review, ReadWriteWeb, Silicon Alley Insider, TechCrunch, The New York Times, Wall Street Journal, VentureBeat and numerous others, while CEO Jesse Engle became a frequently sought-after speaker at leading industry events, including Mashable Connect, MarketingProfs Digital Marketing Forum, SXSW Interactive, TWTRCON, Web 2.0 Expo, and more. CoTweet also enjoyed consistently positive coverage in leading analyst research reports by Altimeter, Constellation Research Group, Forrester, Frost & Sullivan and Gartner. FOLIO continued to work as the social media arm of ExactTarget’s global PR team for two years following CoTweet’s acquisition.