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Twitter Marketing: "Anvil" Case Study
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Twitter Marketing: "Anvil" Case Study

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In 2009 Thin Martian started a Twitter campaign for Universal Pictures’ release of Anvil! The Story of Anvil. Working with Universal Pictures’ PR agency, Cohn & Wolfe, they developed a highly …

In 2009 Thin Martian started a Twitter campaign for Universal Pictures’ release of Anvil! The Story of Anvil. Working with Universal Pictures’ PR agency, Cohn & Wolfe, they developed a highly effective viral campaign that produced some surprising results. In this insightful case study, Andrew Walker and Steve Parker talk us through the campaign and explain what they learned from the experience. Presented at Social Media Marketing 2010 (London).

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  • 1. Thin Martian - Cohn & Wolfe „Anvil, The Story of Anvil‟ – A social media & Twitter case study
  • 2. Andrew Walker – Thin Martian • MD at Thin Martian @thinmartian • Designer / Developer / Data geek • Co-founder @Tweetminster @killdozer
  • 3. Steve Parker – Cohn & Wolfe • Director, Digital Media @cohnwolfe • Consultant / PR / Creative • Dedicated to creating, building & energising brands @parkersteve
  • 4. Anvil, The Story of Anvil • The brief: Launch „Anvil, The Story of Anvil‟ DVD • The Challenge: generate interest shortly after the hype of the premiere
  • 5. Anvil Must Rock Glastonbury! • Create online petition • Highly visual • Dynamic • Viral spread by connecting to social networks • Media currency
  • 6. Integrated with email marketing
  • 7. Viral : A multi-channel approach Real World Experiences Central Idea Social Mainstream Media Media
  • 8. Introducing @anvilmovie
  • 9. The process @anvilmovie campaign was designed to explore the potential of Twitter marketing against the following factors: • Compare the value (reach & influence) of broadcasting vs. conversations • Establish relevant metrics to evaluate success • Define the best practice for Twitter marketing
  • 10. Twitter message reach • Twitter reach is similar to page impressions for an advert • But traction is higher due to inherent two-way communication • The more interaction that takes place between the brand and users, the further the reach will go through the network • Interaction drives more unique people to see the message • Self-selecting social network model means Twitter reach equivalent to premium ad slots
  • 11. The campaign Campaign runtime: Jan 28th – July 28th 2009 (6 months) Still running & driving secondary point of contact buzz • Followers: 2,922 • Following: 2,398 • Tweets posted: 533 (av. 3 per day) • Direct Messages posted: 218 • @anvilmovie replies & retweets: 488 • Total no. conversation partners: 247
  • 12. Converting the results into metrics Understanding the Twitter reach network (direct followers & the people who follow them) Our broadcast reach = 2,922 (our followers) ReTweet reach = 217,143 (followers of those people re-tweeting us) Conversational reach = 2,218,302 (2,000,000 from Coldplay) total campaign reach = >2,438,367* total campaign TOTS min = 3,214,158 TOTS = Twitter Opportunity To See, the instance of a branded message appearing on a user‟s screen *Including adjustments for probability of seeing the tweet
  • 13. Reach - @AnvilMovie Maximum of 2200 views per day generated by twitter users over campaign period
  • 14. Converting the results into metrics Defining reach as a % of potential reach • Total reach of all followers = 9,163,559 • Campaign reach = 2,438,367 • @anvilmovie campaign = 26.6% total possible reach
  • 15. How to spread reach? Re - tweets Number of Tweets by of your @messages to messages you your account Fast Spread Medium Spread Slow Spread
  • 16. How to Maximise Spread • Identify & follow key influencers in your sector • Engage: e.g. We followed & RT @gibsonguitar – which gets the @anvilmovie ID into search & hashtag results, opens channels to communicate, we end up doing a live Twinterview from Gibson UK. (that‟s why it‟s called “social” media) • Get influencers to re-tweet your messages (adjust PR activity to scope Tweeters as well as mainstream media)
  • 17. Identifying influencers (how we did it) • Create an eigenvector based network analysis engine… • Seed the program with your Twitter ID (or competitors…) • Crawl the twitter link network and identify influencers • NOT BASED ON NUMBER OF FOLLOWERS OR FRIENDS • Very similar method to search engine page ranking algorithms
  • 18. Identifying influencers (easy version) • Spend a couple of weeks analysing Twitter ecosystem around your subject area • Follow slowly • Follow people who chat /converse • Create & participate with #hashtags (US / Canadian users find UK strange for being slow to #hashtag)
  • 19. Influencers - @AnvilMovie‟s followers Rank Name Rank Val Friends Followers (Fo/(Fr+1)) R * (Fo/Fr) 1 Stern Show 0.013132 0 58556 58556 768.97 2 metallica.com 0.010965 0 30767 30767 337.36 Re-tweets from these people are 3 David Lynch 0.035216 20 135430 6449 227.11 4 Chris Rock 0.005904 0 31680 31680 187.03 very valuable 5 Slash 0.021089 10 74411 6765 142.66 6 The Killers 0.004234 0 30082 30082 127.35 7 JohnCleese 8 Patrick Stump 0.040482 0.00266 79 0 233813 16556 2923 16556 118.32 44.03 Measure the influence score of 9 Rob Dyrdek 10 Nine Inch Nails 0.00748 0.018311 47 17 282465 35085 5885 1949 44.02 35.69 anyone who re-tweets your 11 Jamie Oliver 12 gerardway 0.01477 0.008941 106 35 178271 71381 1666 1983 24.61 17.73 messages 13 Rob Thomas 0.013254 93 101274 1077 14.28 14 Maroon 5 0.002879 0 4731 4731 13.62 15 Music Vice Magazine 16 Adam Carolla 0.004858 0.009204 0 37 2604 50980 2604 1342 12.65 12.35 Tune PR activity in real time to 17 Rogiddy 0.011408 112 112990 1000 11.41 maximise Twitter reach – front 18 Alexander.William 0.004003 41 87562 2085 8.34 19 katakagara 0.025032 13 2969 212 5.31 page Metro less reach than 20 Mikey Way 0.007391 101 64840 636 4.70 21 VH1 22 opie radio 0.002205 0.007433 0 82 1690 39979 1690 482 3.73 3.58 mention from Howard Stern… 23 Kermode and Mayo 0.006131 39 21659 541 3.32 24 drafthouse 0.004908 4 3373 675 3.31 25 Adam Carolla 0.004132 15 9722 608 2.51 26 Hayden Panettiere 0.002933 48 37942 774 2.27 27 J-Man 0.004786 22 9593 417 2.00 28 Seattle Film 0.006979 5 1679 280 1.95 29 fys 0.003848 18 9211 485 1.87 30 Doug Benson 0.012055 271 39520 145 1.75 31 Randall W. Haws 0.031607 224 12394 55 1.74 32 Baya Voce 0.001948 4 3703 741 1.44
  • 20. What didn‟t happen? • Twitter campaigns don‟t *automatically* drive traffic into YouTube, Facebook etc. • Don‟t expect people to be won over by the same mechanisms (prize promos less effective than offering access) • Didn‟t get connect organically with media outside Twitter (still needs PR activity) • Didn‟t get reciprocal tweeting with other brands on Twitter – they‟ve got their goals, you have yours.
  • 21. Twitter campaign essentials… • Honest / transparent proposition “we‟re the PR team for Anvil‟s UK DVD launch…” • Actively follow, follow-back, converse, #hashtag • Don‟t over invest in strategy – Twitter is tactical, organic, short term / high frequency interaction • Remember you‟re creating a channel that will last beyond the campaign – long term ROI @AnvilforBestPic • Get it right & expect 50% - 70% greater ROI (reach & CTR) over ad inventory / affiliate marketing
  • 22. Social media & mainstream media
  • 23. Connecting fans to the live experience
  • 24. Overall Campaign Results • Achieved a campaign OTS of 206,447, 888 • Successfully engaged rock and film fans • Anvil got signed for Download Festival • Achieved campaign ROI of 1:53 • AND.......
  • 25. ...a word from the top “We're aware of the documentary and I've seen the petition online, so it's definitely something we'll consider. We have room and there's still time. Whatever happens I hope we can get the film for the festival, so Anvil should be at Glastonbury in some form or other.“ Emily Eavis, Co-organiser, Glastonbury Festival
  • 26. Thank you.