Twitter isn’t as popular for running marketing campaigns.
You’re more limited in that you essentially have 140 characters to ignite the effort.
Most of tbk Creative’s work has been focused on facilitating Facebook and website campaigns, but I thought I’d run a little experiment of my own in February and share the results with you.
This year, I was one of the speakers at Fanshawe College’s annual eMarketing Conference on Feb. 28.
I had an additional ticket worth $299. I decided I would use Twitter to cause more awareness for the event (in a very “social media” kind of way).
On Feb. 23rd, I sent out the following tweet:
In total, this tweet received 23 retweets and reached a total of 6,908 people.
To add to its reach, that evening I was coincidentally appearing as a co-host on the new RogersTV show, #LdnOnt, so I took the opportunity to do the draw live on TV. I thought this was a great way to promote the show’s content (since it’s about Twitter in London) and fulfill on the objective of the Twiter Campaign.
A big congratulations to @JasonFredin who won the ticket:
All in all, here’s what I learned from this campaign with my own commentary:
1) Value – Campaigns like this can work well if the cost of your product is manageable. If tbk Creative was spending the $299 in out of pocket money (which we hadn’t), I don’t know if it would have been worth the $299 giveaway. In a traditional Cost-Per-Impression Model (at $10 CPM), our reach was worth probably $70 dollars. With that said, I don’t think it’s equitable to compare social media reach to traditional advertising because your reach is through referrals. The take away lesson with this point is the less you spend on the prize while keeping it attractive, the better. A restaurant, for example, could much more easily give away a $100 meal for two (cost of goods sold being likely $20-35).
2) Audience – The number of followers you have will matter. I have 1,500+ which supported the 20+ retweets. It’s a high number for a hyper local campaign. If you have a lower follower base, I’d recommend you get other team members or friends help push the initiative off.
3) Relevancy – I speculate this type of campaign can be GREAT for retailers around certain holidays or topical stories. Can you imagine if a flower company would have done this campaign in the morning of Valentine’s Day? Their tweet could have been: “Retweet this tweet. At noon today, we will contact 1 + arrange flowers to be delivered to your loved one’s office.”
I hope this blog article is helpful and sparks some new ideas. Do you have any good twitter campaign success stories? If you end up trying your own campaign, please let me know the results!
Andrew Schiestel is the Chief of WOW! Projects at tbk Creative, a London Ontario based web design & social marketing agency that instigates and accelerates consumer action around brands.
To contact Andrew about speaking at your upcoming web marketing & communications event, click here. To join tbk Creative’s growing Facebook community dedicated to optimizing your digital marketing efforts, click here.