Microsoft Uses Twitter Testimonials to Launch Windows 7
But the really innovative approach is the rotating tweets about Windows 7. I've seen an occasional tweet used on other sites, but this is the most effective use I've seen yet. These tweets aren't a side not to the message. They are the message. And, when it comes to adopting technology like Windows 7, Microsoft knows that what the early adopters say about their product carries far more weight than anything they could claim.
These tweets should also carry more weight than the customer quotes you usually see on a website. Those quotes are often from customers who see something in it for them. I’m not saying they are paid quotes. It could be as simple as liking the attention they get from working with marketing.
Tweets are, presumably, spontaneous and unedited. The skeptics could say that these tweets came from Microsoft employees. I suppose that’s possible, although I’m not quite that jaded. Plus, Microsoft left off the Twitter ID, but they did give the time and date of the tweet. Those of you with time to waste could probably track down the original tweet.
And, yes, there are probably tweets out there that don’t shine such a positive light on the product. I don’t know that for sure, but it’s Microsoft – a pretty big target for those who like to sling arrows.
I like what they’ve done, but if I think about it further the take away for me is that Tweeps might hold more promise for many B2B marketers, especially in the technology industries, than even the bloggers. This is certainly true if you are trying to launch a new technology product. It’s a way to leverage the opinions of the early adopters who might be incredibly intelligent, but not always wonderfully articulate.
Outreach to bloggers should be part of your launch planning but the effort in writing a blog about your product is far greater than a 140 character tweet. Because of that effort you really have to have something spectacular for them to blog about. Plus, bloggers may only be reviewing your product. If they aren’t actual users, the blog can loses a slight amount of weight.
As you are planning your product launches and deciding who you want to be in your beta or in your early adopter phase, consider adding some of your customers who tweet.