1. “A real-time short messaging service that works over multiple networks and devices”
Twitter
2. “A playground for imbeciles, skeevy marketers, D-list celebrity half-wits, and pathetic attention seekers.”
3. “A tool for connecting people with people and people with information; a tool that at its highest manifestation can change lives and empower people to change the world”
Gareth Lymer, ShareAndComparePlay.com
Whatever your thoughts, you have likely heard about Twitter (we have been presenting on Social Marketing in play for almost twelve months) but as of yet, the play industry has yet to embrace Twitter or Social Marketing to reach anywhere near its potential.
Let’s go back to basics and remove the distraction of technology and hype.
Organisations exist to create products, services and experiences so valued by people that they are willing to exchange their time, effort and money to benefit.
In the case of Play, we are asking parents to trust that we are creating and providing valuable experiences for the most precious of people who cannot fully articulate their thoughts and needs whilst the impact of the experience may not be felt for many years.
As the indoor play centres we design, build and operate impact children for the rest of their lives, is it not our responsibility to figure out new ways to create value; to observe and listen to customers, sharing information and collaborating to invest in the play experiences of the future?
Today, technology enables us to listen and observe children and parents, to gather, analyse and utilise information so that we can better provide transformational (play) experiences and yet we choose to ignore the opportunity; why?
There are a woefully small number of soft play suppliers (three to my knowledge; as it happens, the same three suppliers that have embraced our website / transparency) and a relatively small number of play operators that use Social Media to exchange information with (prospective) customers and the broader community.
Furthermore, those organisations that use Twitter et al waste the valuable attention of their customers by talking solely about their business. This is like being the guy at a party who continually talks about himself rather than genuinely being interested in others.
Just because you are being ignorant using Twitter rather than in person, doesn’t make those that just talk about themselves any less of an ass.
In terms of opportunity, the potential of Social Media in play is infinite. To get the ball rolling, here are three simple opportunities where Twitter and / or Facebook can be used by play centres:
• This prototype toy for kids sends Tweets to parents to say what the child has been playing with. Why can’t we use a similar principle to gather information as to what children use and like on indoor play equipment (so we can track which events they like rather than us guessing)? Why can’t we communicate this to parents on a big screen so they can “see” what their child is doing?
• Weather often equals a busy play centre and yet it is difficult to predict either. Why not incentivise customers to use Twitter to let you know if and when they will be visiting so that you can adjust staffing accordingly? A better service for customers and more profit for play centres.
• Why not establish a social network around your play centre so that parents can exchange information on parenting and then meet at your play centre when they like; if you can facilitate new connections, you will win (and so will your customers)
Whether you believe Twitter is for “imbeciles…/…half-wits”, has the potential to change the world or somewhere in between, in coming weeks we hope to persuade of the potential of social media to provide additional value to customers of play providers / suppliers and significantly grow the value of the play industry.
In the meantime, can we persuade you to take the first step of visiting Twitter and registering your name? 5 minutes could change your life, or at least, your business.
ShareAndComparePlay.com is the Indoor Play Supplier Comparison Website that Saves Play Operators £10,000s. The only source of independent reviews on every Supplier to the Play Industry, ShareAndComparePlay.com works to revolutionise the Play Experience for Children and to enable Businesses to profitably understand and meet the future needs of Families.
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