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Twitter: How Effective as a Marketing Tool? March 25, 2009

Posted by StrategicGrowth in Twitter.
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I’ve been wondering how effective Twitter really is for marketing a company, a product, a service or an event.  As a relatively new user myself, I have definitely found it to be of value in increasing awareness of articles I’ve written and my website; but I kept wondering if it could do more than that.  So I’ve started doing some research to locate examples of how people are using it and the results they’re getting.  In my search, I located a case study in a blog entitled, “The Marketing Fresh Peel” from a group that used Twitter to publicize an event.  They devised a very interesting strategy and appear to have been very successful with it.

Read the article below and let me know what you think.  I would also be very interested in receiving information about other ways companies have used Twitter to promote themselves so we can continue educating our readers.  Enjoy the article!

 

Using Twitter as a Frenzy Promotional Tool

Posted by Chris Wilson March 6th, 2009

Oklahoma City OKCsocialrave Twitter Case Study

(Photo via: @chrismartintv)

What do you get when you combine Twitter and a frenzy-style promotional model? OKCsocialrave of course.

On February 24, four Oklahoma City brands came together to put the promotional power of their Twitter networks to the test.

I’ve put together a case study detailing the highlights:

—–

 

Objectives: Get the city excited enough to attend a flash event at 4:30 on a Tuesday evening afternoon, promoted solely through the social through Twitter. (Put the driving social/promotional force of Twitter to the test.)

Sponsoring Brands: JD Merryweather (@jdmerryweather) from COOP Ale Works (@COOPAleWorks) and Ryan Parrott (@chefrp) from Iguana Mexican Grill put the idea together as a way to promote their brands together. They defined the parameters and then invited others to add to the event.

OKCBiz (@OKCBiz) was invited to participate after JD and Ryan found out that an OKCBiz article on Twitter, in which they were interviewed for, would be hitting the news stands the day before the event.

JD found DJ JoJo Bolds (@djJ2O) on Twitter and asked him to join in. After all, how can you have a party without the proper tunes?

OKCsocialrave sponsoring brands

 

Audience: Twitter users from Oklahoma City and surrounding areas.

 

Approach: During the week before the event, the sponsors coined the name and tag, #OKCsocialrave, and started dropping hints about who was hosting and how there would be offering free local gourmet food from Iguana and local beer from COOP Ale Works.

To build anticipation and keep everyone interested the location wasn’t announced until 30 minutes prior to the event. This led to many users creating their own rumors and guesses on where the event would happen, further spreading word and building anticipation. When the location was finally announced an surge in Retweets circulated letting everyone know the actual location.

 

Results: 

 

  • 130+ people attended OKCsocialrave
  • Contact information was collected at the door from everyone in attendance, including: Name, Email, Twitter ID, Company.
  • #OKCsocialrave became the 9th most popular trending topic on Twitter for the day (beating out a number of conference hashtags I might add)

 

Analysis: This is a great example of one way to tap into the network effect of Twitter. It opens up an array of opportunities for promoting causes both online and off.

—–

For a other Twitter-based promotions see: Twestival, Pledge to End Hunger.

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Comments»

1. Amit | Web Design - April 15, 2009

Hi
I’m a newbie in the Twitter thingi, but I have find that its really cool tool
if you want to promote yourself or any other service you may like.

Thanks for explaining few points here and Thank you for the post.
Definitely learned something new today 😉

Amit

2. Tai - March 26, 2009

Good example of how online networking requires off-line collaboration. I think those who are able to creatively engage their online network will have success using Twitter as a component of their marketing strategy.

3. John Ferguson - March 25, 2009

Thanks for the article Linda. Definitely shows the connection power that is developing on the social network sites. As a newbie to the whole scene, I’m trying to learn as much as I can about what works and what doesn’t. Articles like this encourage me to keep working at it.
Thanks again.

4. Twitter: How Effective as a Marketing Tool? « Twitter @ Information-Source-Online.Com - March 25, 2009

[…] Original post by StrategicGrowth […]


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