I spend a lot of time on Twitter*. Well I mean, not a lotThreads the best version it can be. of time, but enough to benchmark and learn enough to emulate the best practices they have and brainstorm ideas that I will pitch to @khaleelkazi to make
I usually bookmark four types of content, which I then read at the end of the week:
- Politically biased - From both wings, and I also try to find libertarian oriented content. This is just to fuel my rage and to be somewhat informed, but also to remind me there is bias everywhere.
- Artificial Intelligence - I'm already saving around 10 hours a week just by using AI, and you could too. All you need is to... just kidding, but some of this content does work and allows me to be up to date with what is going on and leverage AI to make life easier.
- Crypto and Finance Twitter - Isn't this obvious?
- Business and Strategies - Most of what is here is rehashed, reused content that adds nothing to my knowledge and expertise because this kind of content is made by people who are looking to go viral but have no actual knowledge and keeps the information on their threads on a very shallow and superficial level, but every once in a while I find true gems.
I found one of these Gems 9 days ago, and it wasn't until today that I am actually able to write about it. I don't do this frequently, I tend to get my own ideas and topics for long form publications on Leo Finance, but this one in particular is fascinating, so I decided to do more research about it and share my thoughts in here, and then translate this into a Twitter growth strategy that I am going to apply to promote LeoFinance and Hive and in the meantime, grow my own audience and perhaps even become a mini-influencer on the blue bird app; this might come useful in the future when I'm trying to go viral about an announcement on chain etc.
It's funny, once I began my research journey I found out that this Tweet that went highly viral, is just a rehash of a few articles - which are most likely rehashed - published in late 2022, early 2022, and late 2021 in three different news outlets.
Either way, the topic is alluring as hell, so let's jump onto it.
Enter Waffle House
A bit about Waffle House: They are open 24/7, 365 days a year, even on Holidays and during bad weather, and right after disasters occur - there's even a Waffle house index that was coined based on Waffle House's availability and readiness to be open during or shortly after a weather disaster occurs. In short, if you ever go to Waffle House, no matter when, it will be open and ready to make you fat.
Born in 1955, they now have over 1900 stores and generate over 1.3B in annual revenue, with a presence in over 25 states in the USA. Not bad at all.
Marketing is a key piece for any business of that size, but The Waffle House doesn't spend a dime in Marketing.
No Marketing = No sales. That's a true and correct statement in this day and age, when we are getting constantly bombarded by companies to convince us - or trick us - to buy their products, and where the attention economy plays a huge role in seizing a share of any market.
Unless you are The Waffle House.
I knew about this concept, after all I studied marketing in university, but man, this strategy is so simple and obvious and yet, I had never thought of it and translated it to Twitter growth - which could also be applied to Hive growth.
The Strategy
No ads, no billboards, no social media promoted content, no paid voices, no representatives, no nothing.
It's all about location for Waffle House.
But not any location. Waffle House carefully assesses where their stores will be set up before anything else, and they take into account just one factor to make this decision:
The location has to be along an already-existing traffic stream of people looking to fulfill another need that you can provide.
The strategy is simple: Target that market and find a way to absorb that traffic.
Waffle House exceeds at this, they piggyback ride on Wal-Mart's traffic:
Yes, I went on to Google Maps looking to prove this theory and to my amusement, it is true in 90% of the cases. The other 10% is not incorrect, Waffle House piggyback rides the traffic of a supermarket, just not Walmart's specifically.
They offer fast food for families. Supermarkets usually receive families. Setting up shop next to the biggest traffic driver in the area, so you can feed these families is stupidly simple, and yet genius.
The key here is to find your WalMart and use the ongoing traffic they are already generating, and piggyback ride it and leverage it for your own success. All you have to do is create a business strategy, a workflow, and find a way to gobble all the overflowing traffic from your Walmart.
Translating this into a Twitter Strategy
As I mentioned before, I spend some time on Twitter and I've seen a lot of strategies unfold before my eyes. Some of them are:
- Blatant spam from low level content creators looking to attract unwary followers, but usually only bots end up following them.
- OnlyFans girls engaging meaningfully with a nice profile pic, so the men reading their replies get curious enough to click their profile and receive the uninitiated with an OnlyFans link and then close the sale by having a photography showcasing her best assets in a pinned tweet.
- Propagandists trying to make a case for or against a topic completely unrelated to the Tweet or Thread. They don't do bad for themselves, there's always someone who'll resonate with their propaganda - or that wants to hear exactly that - and end up following them.
- Controversialists who, by stirring the pot, showcase themselves as strongly opinionated and with character, something that always attracts the weak minded and even weaker willed person, a profile that is common to find on Twitter.
- Engagers who, by actual and meaningful engagement, try to build a follower base through real interactions. This is highly successful, but it takes time, effort and knowing what you are doing. The key word here is time. Nobody has ten spare minutes to spare to invest in gaining one extra follower by engaging with them with 15 tweets back and forth.
- Gurus who - according to them - spread their knowledge below any viral Tweet. Some times these are actual gurus and you end up following them. Some others you end up checking out their profile hoping to read good stuff, only to find out they are complete bozos.
There are more, but you get the drill.
One strategy I've seen work wonders, is to piggyback ride on other people's Tweets. This is a similar, but not he same strategy the OP Twitter Thread showcases. He mentions that by carefully selecting your own Walmarts, your traffic drivers, you can build your follower base by arriving early to their highly engaged Tweets, and then leaving replies and answering questions or whatnot in the comment section of these personalities' Tweets.
Basically, use the traffic other people generate to meet people with similar interests, and connecting with them in a meaningful way to gain more followers.
But to be completely honest. I don't have 2 hours a day to spare doing this. I'd rather spend time with my family or working some juicy side gigs, I'd prefer to exercise or work on my own projects, and I'd simply choose playing chess over hustling on Twitter. I already hustle so many fronts that I am definitely not going to spend that time replying to people on Twitter. I'm already slacking in my reply game on Hive to even attempt to have a reply game on Twitter.
A simpler Strategy
As I said, I am not a Twitter expert and my Marketing, Psychology and Business knowledge is far from ideal to be talking about these topics and be considered a respected voice. You should not follow my lead until I come back in August with some results.
Here's the strategy that I'll start on July 1st:
1- I always wake up at 4am CET and then walk on the treadmill while I read some news, stay up to date with my investments, check important messages and emails etc. I will add to my to-do-while-walking-list to *select a news piece that will cause noise in the USA once they are awake. I will have around 2 hours before crypto and finance Twitter wakes up and starts buzzing EST, and around 4 hours before PST.
2- I walk for 40 minutes, I'll read as many articles as possible related to the topic, then compile the links.
3- Mash them all together in a little sheet model I've built where I separate each article by category.
4- Feed these to GPT and ask for a 3k word summary of all the articles. I will use Midjourney AI to generate attractive, relevant visual support.
5- I already know the topic because I read all the articles, but time is of essence here. After revising the summary, I'll compose a 1000-1500 word article about the topic and then I'll tweet about it following a freshly learned strategy to use the algorithm in my favor.
6- I usually spend from 5 to 8am working deep stuff while my brain is in alpha, but after that, I reply to emails and do petty stuff. This is when I will keep an eye to my third screen, where I'll have Tweetdeck open with a column specifically about the topic I wrote about.
7- I will detect every high profile Tweet I find on the topic, and I will reply to that Tweet with a helpful takeaway - most likely a template I'll reuse throughout the month - and quote my own Tweet where I share my article. These high profile Twitter accounts will act as my WalMart to my Waffle House.
8- I will then measure the success of this strategy and make weekly updates.
Results
I have no idea if this strategy will pay off. At least I will force myself to write a publication every single day of the month on Hive, something I haven't done since 2018 or so.
If it pays off and my follower base skyrockets and I become some sort of niche influencer on Twitter, I'll make more thorough guide on...
How to emulate the Waffle House Marketing Strategy on Twitter
Posted Using LeoFinance Alpha
That actually sounds like a great strategy, and you'll have to really play the algorithm so it helps you instead of marking that activity as spam. It has been quite harsh last month. But yeah, people is already flowing to certain markets, and can be picked up being a more ready to go option, a more engaging option, ot being there when the main market is saturated.
I'm gonna be watching haha I would love to see the results
Good luck I think? XD
At least you'll do comments properly, I remember early days of hive (pre-identity switch) where someone employed this strategy so laughably horribly I'm surprised they could bring themselves to do it (comment was almost literally "using your blog to promote mine - link" on a post by a popular author that was doing pretty well, no effort made to address anything else in the post).
and now my oppositional defiance and imposter syndrome both kick in and make me not want to comment on popular people's posts so I don't look like I'm just trying to draw attention but commenting is my jam dammit XD
There is also one more strategy which falls under influencer one. Where we pick the logo of Hive and put it on the pillow and the other items. And use them around infleuncer in their videos and people see enough of those videos would feel naturally attracted towards the Hive. This works out when we are building exposure for hive. You remember those projects where people use logo and selfies from around the world to show the penetration of such projects? Yes, this type of strategy falls into it.
As someone who has spent some formative years going to Waffle House and been to WaHos in 8 different states, it plays a big role in Southern culture (especially in Atlanta). Would I say necessarily they're playing off the whole Wal-Mart strategy? Likely not, that's more of an Applebee's thing to do. Applebee's tends to have locations near Home Depot, Lowe's, and Wal-Mart.
Waffle House is a real estate company masquerading as a restaurant, but so are many restaurant chains. Real estate location is EVERYTHING with chain restaurants. The objective is to be near areas off interstates where travelers would pull over and in the case of Waffle House, the late night crowd really generates a lot of revenue and being in the vicinity of the outflow of bar traffic is a must. Ever seen security or lines outside of a Waffle House? You'll find them between midnight and 5 am when the bar traffic has made their way to try to help the weary avoid a hangover the next morning. It's an environment that has a mingling effect among customers unlike other diner or restaurant experiences.
The sheer ubiquity and low cost of real estate plays a massive role in the success of a location. Also, Waffle House locations are small generally uniform lots with buildings, unlike other sit-down restaurants that do not serve alcohol. They're competing with Perkins', Denny's, Huddle House, and IHOP for market share. Their competition have less ubiquity, but they take up more space. The margins are much lower and to compete and survive, cost-effectiveness is a must. In the case of Waffle House staff, the pay is not good, but drunk people tipping cash does go a long way.
The experience at Waffle House is unique and almost impossible to copy as every part of the way you order there is built around efficiency, transparency, and a lack of formality. Waffle House fills the gap where Greek immigrant restauranteurs who established diners did not pursue (largely the American South) and made a no-frills, sit yourself down sort of environment.
Hopefully, I have smothered, covered, and capped this post in a way that is not scattered.
Sounds like a plan.
Looking forward to hearing how it works out.
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This is fascinating. I must admit I have heard of Waffle House, but I couldn't remember a single commercial. I think this is a good strategy, and I think you maybe successful. Good Luck
I have in the past tried to promote Leofinance by adding articles related to polls and such generated by Twitter Influencers, but I never thought of using my articles to build my following. I did try this now.