Let&#x2019;s look at a second social media marketing campaign. This one was about building awareness in the industry of the relationship between performance and conversions.
Hand off to AC
First, I create the message I want to track. In GA&#x2019;s case, this gives me a long URL I can use -- every visit will bear the markings of the campaign.
Then I shorten that long URL with a service
I Tweet the message with the short URL
When I get traffic, I can see which message worked best. I&#x2019;ll also see ALL Tweets -- even those that came from other clients and desktops. I&#x2019;ll even see viral spread to other networks.
in this case, bigco announces that they&#x2019;ve got a 20% discount for T-shirts in the next 10 minutes. a couple of people respond. @bigco then D messages each person with a unique shorturl identifier. As a result, they&#x2019;re able to trace each shortened URL to an actual person and measure both virality and conversion rates for each &#x2018;micro-campaign&#x2019;.
@bigco Twitter Conversion
“20% discount on T-shirts for the next
10 minutes. Reply with ‘shirt’ in the
message if you want one.” 12 followers
<friend1> “@bigco Gimme a shirt discount!”
<friend2> “@bigco WANT shirt kthxbai” 3 responded
to o er
<friend3> “@bigco I’ll take a shirt code, pls”
“D <friend1> go to http://is.gd/ABC123
“D <friend2> go to http://is.gd/DEF456 0 blocked or
“D <friend3> go to http://is.gd/GHI789
2 visited site