Date post: | 05-Dec-2014 |
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Technology |
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Does Social Marketing Actually Work?
Tried & Tested on 400,000 Twitter Followers
Martino MatijevicFounder & CEOWhichBudget Flight Searchwww.whichbudget.com@WhichBudget
co-Founder & Marketing DirectorThe Travel Magazinewww.thetravelmagazine.net@TravelMagazine
Affiliates
Merchants Networks
photo: Gavin Llewellyn
Social messages that convert!
400,000 Followers= big deal??
400,000 Followers= big deal??
vs print circulation of 120,000 copies= YES
Convertvisitors, leads/sales, buzz,
interaction (RTs, follower acquisition)
Twitter = over half of social referrers
Twitter = only 343 visits/month
Convertvisitors, leads/sales, buzz,
interaction (RTs, follower acquisition)
http://www.whichbudget.com/blog/en/deals/1371-this-weekend-only-get-10-off-flights-to-ukraine?utm_source=social&utm_medium=twitter&utm_content=travelmagazine&utm_campaign=aerosvit
10% off flights to Ukraine
10% off flights to Ukraine
76 visits (from Twitter); 63 UVs 6 clicks to Aerosvit website (leads) 2 completed bookings (sales) 10% click-through-ratio 33% conversion rate
photo: enviromineinc.com
10% off flight to Ukraine
OFFERdeals/promotions vs news/articles
URGENCY“this weekend” + “until midnight”
RELEVANCYEuro2012 + increased interest in Ukraine as tourist destination
photo: wellbid.fr
20% off Radisson
805 page impressions 62 clicks 0 sales!!
Convertvisitors, leads/sales, buzz,
interaction (RTs, follower acquisition)
Social marketing is about people [...] It cannot be treated as a mass marketing medium like a banner ad or
a television commercial. Instead all activities must be one-on-one to be successful.
Quote: http://www.webs9.com/sem/making-social-marketing-work
Photo: http://windmillnetworking.com/2012/05/22/3-reasons-why-building-social-into-marketing-is-a-significant-competitive-advantage/
Tweet is short-lived, so don’t expect instant sales.Instead, encourage interraction and viral sharing.
Photo: http://www.webs9.com/sem/making-social-marketing-work
Source: http://www.mediabistro.com/alltwitter/branding-twitter-facebook_b16845
Source: http://www.bizreport.com/2008/09/twitter_as_a_marketing_tool.html
Once you have a relationship and a captive, engaging audience:
Does Social Marketing Actually Work?
Promote deals and discount codes. Monitor and respond to information requests. Extend customer service support. Break news about products/services. Provide real-time event coverage. Generate brand buzz. Alert to new posts/articles on blogs.