Business Insider described Travis's marketing as “realtime reactive marketing.” This Twitter thread, which Business Insider covered, is the example. Joel Califa (@notdetails) started it by calling Liquid Web's reply an auto-reply. He finished it respecting the response, and he became a Liquid Web customer.

On October 15, 2013, GoDaddy announced it was buying the web host Media Temple. That day, Joel tweeted that he was no longer moving to Media Temple. Travis Stoliker, then VP of Marketing at Liquid Web, replied from the @LiquidWeb account with an offer of $100 free for worried Media Temple customers.

Joel took it for an auto-reply. It was not. Travis created Liquid Web's real-time social response strategy and ran it himself, and he wrote and sent each of these @LiquidWeb replies personally. He answered like a person, apologized for the bother, and left the door open. Joel ended the exchange respecting the response instead of resenting it, and he went on to become a Liquid Web customer.

The thread, word for word

  1. Joel Califa @notdetailsNot moving to @mediatemple after all, I guess.Shared with a GigaOM link about GoDaddy buying Media Temple.
  2. Liquid Web @LiquidWebMaybe checkout @LiquidWeb. We are offereing $100 free to MT Refugees that are worried
  3. Joel Califa @notdetailsI gotta say, auto-reply scripts don't make me love you.
  4. Liquid Web @LiquidWebDefinitely not an auto-reply and we totally understand how you feel. Sorry for the bother.
  5. Joel Califa @notdetailsIn that case I respect your lighting-fast social media skills.
  6. Liquid Web @LiquidWebHaha, thank you very much! Seriously though if we can help in anyway. Let us know. Even if you're not looking to leave MT yet.