I gave up caffeine when I became a vegan a while back. Now days, I get a kick out of herbal tea! There’s a particular tea that really fills the coffee gap (for me) – Peppermint and Liquorice from Tea Pigs. I used to tweet about it with enthusiasm, spreading the Tea Pigs word.
Without @teapigs, giving up Coffee would have been impossible. Have you tasted the peppermint and liquorice? Talk about an addiction!
— Adrian Melrose (@AdrianMelrose) March 22, 2012
To me, there’s nothing worse than paying a brand (or person) a compliment and not to have a response – perhaps a little “thank you for spreading the Tea Pigs word”. The above tweet was not the first compliment I paid Tea Pigs on Twitter – the one above just happens to be the last one (& I bookmarked it for this blog post after feeling the past frustration of never being thanked)
Tea Pigs on Twitter have never replied to any of my complimentary tweets so my excitement when this morning’s Tea Pigs delivery arrived never made it onto my Twitter stream.
Gary Vaynerchuck in his really engaging book “The Thank You Economy” (certainly worth a read – at the very least Tea Pigs, your social media team should read it) convinces the reader that it’s time for brands to engage with their customers and proves why the social amplification is a power not worth ignoring.
Now, you’ll argue that I continue to buy Tea Pigs tea because of its quality and that therefore the brand hasn’t been damaged by their lack of engagement on Twitter. That may be true, but I’d like to offer up two arguments to try and convince brands out there to get out and have a conversation on Twitter with their customers. Stop using Twitter to broadcast message – that’s the old world of push marketing and it doesn’t work any more.
Argument 1: If Tea Pigs had engaged with me on Twitter in the past, I would continue spreading Tea Pigs joy in my social media circles. I already know a handful of my social media friends who discovered Tea Pigs and regularly order from them because of tweets like the one above. I no longer am a brand advocate because I feel they’re too arrogant to buy into the Thank You economy.
Argument 2: I would show a lot more loyalty and stickiness if Tea Pigs had engaged with me on Twitter but they haven’t. So when another tea provider comes along – and frankly I’m looking for one after being a little peeved with Tea Pigs lack of transparency about being owned by Tetley – I’ll drop Tea Pigs without a second thought.
I am writing this blog post so I can refer the many friends and clients that don’t ‘get’ Twitter to a little cast study -so many won’t engage in conversation. If you’re reading this Tea Pigs – please – it’s too late to make a fuss and no, I don’t want a freebie thank you!
Perhaps this is my last Tea Pigs order? Anyone know a comparable Peppermint and Liquorice tea from a truly Independent Tea Provider?
UPDATE: When I tweeted this post I deliberately avoided mentioning @Tea Pigs in the tweet. It was impressive that Hannah from Tea Pigs did comment on the post later in the day so brownie points for their media monitoring! Within minutes of my tweet I had recommendations from my followers – First recommendation was @lahlootea and then a few including @foodsafariuk recommended Pukka teas. Hats off to both Lahloo and Pukka for engaging with me on Twitter almost immediately. Not only are they truly independent but appear to have a lovely herbal tea range. I shall be ordering soon. Then Helen Tarver ( @presentqueen ) commented on the post below and added Bellevue to the mix.
And then, drumroll, as if by magic, Pukka launched their Peppermint and Licorice blend. I’ve just placed an order. Thanks everyone – now do you see the value of using Social Media to engage properly?