It’s a Twitter Reality

Do you twitter?

No I’m not a perv.  For the uninitiated, twittering is the next/most recent incarnation of communication.

How does one explain twitter?  Have you ever been to a party or a gathering and had a multitude of conversations going on around you and been following and participating in them too?  Imagine doing that with a much larger group of people all over the world in almost real time.  Twitter allows you to follow or be followed by anybody who uses Twitter.  As a user, you make small posts in 140 characters or less that provide some form of update, question, comment, response, etc…  You can post your updates from a mobile phone using text messaging, or a mobile twitter client. You can also submit a twitter update (called a tweet) from the Twitter website or a desktop twitter client on your computer.

In a nutshell, Twitter is cool.

Twitter provides you with an ability to reach out and to interact with ANYONE famous or otherwise.  For example, some of the famous people I follow on twitter are:

I have sent messages to many of them and in some cases have received a response.  I don’t expect a response from celebrities because of the sheer number of people who may be responding to them at any given time so it’s pretty cool when I do get one.  By following a celebrity you have ‘unlisted’ opportunities to interact with them.  Recently Levar Burton was waiting for his plane in Phoenix and posted a tweet to anyone who was available and in the airport that they could join him for drinks.  Unless you were following Levar on twitter, you would not have that opportunity.  Kind of like a secret club.  That’s cool

Twitter also allows you to ‘meet’ all kinds of people in your area whom you may have never met otherwise.  By following some people that my friends follow, I have been able to build a unique twitter feed of some very dynamic and interesting people.  My world has been expanded by simply following what these people talk about and seeing what they do.  There are only a couple of degrees separating us all and I feel like I have grown simply by being able to participate in their communications.  I have been able to lend ‘quit smoking’ support to someone I have never physically met.  I originally typed strangers but they don’t seem like such strangers since I’ve been interacting with them.  Looking at you brundle_fly 😉

Twitter has also illustrated some interesting ways of connecting the dots on who knows who.  I had an opportunity to meet Tom Purves at a social ‘x-camp’ gathering last year.  Being in the wireless industry, it was great to meet the guy behind Wirelessnorth.ca.  Late last year, I received an email about an event being hosted a Ontario College of Art and Design for the launch of the Mobile Experience Innovation Center (MEIC) but was unable to attend due to short notice.  I was able to find out that Michelle Perras was the co-ordinator for this initiative and started communicating with her via email and phone.  I have never met Michelle in person.  I follow both Tom and Michelle on twitter and was able to connect the dots that they both live with the same dog.  A very cute dog named Dingo.  This type of connection may have eventually come out during a conversation far down the road but by following the threads on twitter it presented itself with very little effort.  That’s cool.

Twitter has also provided an opportunity to discover and see the birth of some very exciting grassroots events organized by some pretty motivated and smart people.  A couple of these events/initiatives are listed here.

There are many other events that are ad-hoc or focused in nature and by participating in twitter with some of these people I have been able to watch them emerge.  HOHOTO was a hugely successful event last Christmas that went from ideation to full event execution in a matter of weeks with an initial goal of raising a few thousand dollars for The Daily Bread Food bank but with an ultimate total of $25000 raised.  This event was started entirely on twitter and participation was voluntary and the efforts of the many participants helped to organically pull together a massively successful event in record time.  Twitter provides an opportunity to expand your perspective that otherwise would not have been possible or at the very least, a difficult endeavor.

What do you/will you twitter about?

Who do you/will you follow?

Who follows/will follow you?

What are you waiting for? First Hit’s Free. (it’s always free)

  • Twitter.com – The main twitter site where you can register for your free account.
  • tweetdeck– Desktop twitter client
  • twhirl– Desktop twitter client.
  • spaz– Desktop twitter client.

You can follow me on Twitter here

Canadian Tire FAIL

With very little fanfare or notification, Canadian Tire, a Canadian Institution for going on 87 years, put a notice on thier website that they would be ceasing all internet sales activity on January 29th 2009.

On it’s own, this is a non-remarkable announcement.  Put into context of the current state of the global economy, the trend to move toward internet sales and the sheer massive distribution capabilities of this home service giant, this becomes a rather remarkable announcement.

From where I sit (and this is my blog so I can sit wherever I want) I see massive loss of opportunity here that Canadian Tire seems to be giving up.

I’m sure they have had a long and hard look at the numbers and the effort required to run an online shopping experience.  They probably had a lot of high priced consultants come in and run various scenarios and advise that there was limited opportunity given the current economic downturn in the marketplace and that the best option was to abandon the online store (because someone on high really ultimately wanted to hear that message).

Lets take a look at some of the outsiders viewpoints and see if they make any sense shall we?

Managing product in a warehouse or via drop shipping is a more cost effective means of managing margin.  There is no need to do massive distribution chain to stores for products sold online as they can be shipped from the warehouse or direct from the manufacturer if the model allows.  Look at Amazon.  Do you think they keep millions of copies of titles in stock?  Nope.  They keep a few in stock and request more from the printer or publisher when they are required.  They have centralized distribution and warehousing to facilitate easier pack and pick operations and aggregated shipping.  Now I’m not saying that Canadian tire is Amazon but there are opportunites to learn from the likes of Amazon to build a more efficient distribution model for online sales.

Canadian Tire did little in the way of driving customers to the website.  A little footnote at the bottom of the page on a flyer is insufficient to advise subscribers that they can buy online.  There was also no incentive to purchase online.  I can’t recall ever seeing a “Web Only” deal that required a customer to purchase an item through the website to get some great deal.  Most successful online store have a daily door crasher that can only be purchased from the web.  Dell, Newegg, Home Depot, The Source, The Bay, FutureShop, Best Buy, etc… It keeps people coming back for more.  Canadians love a good deal and with Canadian Tire’s penchant for taking that 3000 piece socket set that you absolutely must have and marking it down by 75% to the low low price of $67.95 there had to be some opportunity to leverage this daily deal mania.

Canadian Tire also did something that most people (at least in the online community) feel is an act of cowardice.  They did not issue a press release or notify the media, they simply and quietly put a page on their site advising anyone who happened to click on it that this action was happening in a matter of weeks.  This type of approach to online marketing and treating your online customers with little respect is probably the main reason that the online store concept failed at Canadian Tire.  They just didn’t *get* the opportunity.  They assumed, like most noobs, that if you put the page up, people will automatically flock to it ‘For Great Justice’ (sorry, got a little ‘All Your Base…’  there).  This is a rookie mistake and one that should have been dealt with a little more effectively by a company with the pedigree of Canadian Tire.  They didn’t give the online store the proper care and feeding that it required to flourish and become a great presence in Canadian Online Retail.

There are many opportunities for companies with an online presence to advertise such presence via traditional media to drive traffic.  The old guard at Canadian Tire forgot to include the online presence in these media spots when placing the million dollar ad buy’s.  I guess that Canadian Tire did what so many Canadian companies are so great at.  They built a great product/service but didn’t tell anyone about it and then stood by scratching thier heads wondering why it was not a great success.

Here is my view of this act of cowardice as told by the fine cast of Zero Wing . The names have been changed to include… You 🙂

Computer: Main screen turn on.
You: It’s you !!
CT.com: How are you gentlemen !!
CT.com: All your base are belong to us.
CT.com: You are on the way to destruction.
You: What you say !!
CT.com: You have no chance to survive make your time.
CT.com: Ha ha ha ha ….

Sorry couldn’t resist.  It just seemed to fit.

Matthew Ingram said it best on Twitter today ‘I love how Can Tire tries to sell it “You’ve told us how great we are… so we’re making our site even less useful”

For those of you who are interested, Here is a screengrab of the impending shutdown notice.

Captured from Canadian Tire Website Jan 21, 2009

Captured from Canadian Tire Website Jan 21, 2009

have to go and see how I’m stocked for Socket Sets.  I think I’m running a bit low.

Update Jan 21:added image of Can Tire message. fixed typo’s