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The perfect way to use Twitter to launch a campaign

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This is an example of how to build and manage the perfect digital campaign. Our friends atCampaign Monitor have created a website advocating for Microsoft to fix Outlook.

Here is the context of their site…

Microsoft have confirmed they plan on using the Word rendering engine to display HTML emails in Outlook 2010.

This means for the next 5 years your email designs will need tables for layout, have no support for CSS like float and position, no background images and lots more. Want proof? Here’s the same email in Outlook 2000 & 2010.

Outlook 2010 is still in beta and Microsoft wants your feedback. It’s time to rally together and encourage Microsoft to embrace web standards before it’s too late.

Let’s use Twitter to send a clear message to Microsoft.

Join 8,863 others asking Microsoft to improve standards support and make sure you include fixoutlook.org in your tweet. We’ll pull together every tweet that includes the link here to give Microsoft a unified message from the community

The site was launched this morning and within a few hours had close to 9,000 tweets. Initially they only used their email distribution list and Twitter. Soon after they hit 6,000 tweet they attracted enough attention to be mentioned on TechCrunch. The reason this campaign works so well for Campaign Monitor is that it uses a bigger social issue to build empathy and action to bring attention to its own services. This is a smart way to push an agenda without doing heavy sales.

Author Richard Banfield

As CEO, Richard leads Fresh Tilled Soil’s strategic vision. He’s a mentor at TechStars and BluePrintHealth, an advisor and lecturer at the Boston Startup School, and serves on the executive committees of TEDxBoston, the AdClub’s Edge Conference, and Boston Regional Entrepreneurship Week.

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