In David Meerman Scott’s The New Rules of Marketing and PR he stresses the importance of monitoring your company’s online reputation. What is being said about you online? How are you interacting with your potential customers online? Are you ignoring important complaints? Are you finding solutions to problems?
Last Wednesday I posted here about the great campaign Wieden + Kennedy has developed for Levi’s Jeans. As you can tell from the tone, I was very excited about it. In fact, I was seriously contemplating adding some 501 Shrink to Fit jeans to my wardrobe because of it.
That afternoon I sent out this tweet:
@Levisguy looking for a higher quality denim than the standard 501 Shrink to Fit. Raw, selvedge preferred. Not too $$$. Recommendations?
This is the twitter address I was sent to when I clicked the “follow us on twitter” link on the new Levi’s homepage. Despite his declaration that he’s “attempting to get everyone in a pair of 501’s” I haven’t heard back from Levisguy. A quick look at his tweets shows that he has been online and active in the last five days.
This may be a small thing, but it suggests to me that there is a disconnect between the campaign and the company’s performance.
My question now is if Levi’s is ready to live up to it’s ‘Go Forth’ campaign. Wieden + Kennedy has done a fantastic job giving them a look and feel that fits right into the zietgeist of our time. The videos are inspiring, the website uses all the interactive tools (and is really cool.) The promotional tools are in place. Is the company ready to use them?
Levi’s Jeans, I’m your customer. Are you there?
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Twitter would be really cool if it weren’t for all those pesky tweets…
Jacob, you’ve stumbled upon something that many others have. When you commit to Twitter, you should follow-through.
I suggest brands on Twitter have a Twitter policy about replies. Nobody says you have to reply. But if someone expects it and you don’t then you look bad.
David