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Does Social Marketing Actually work? Tried & Tested on 400,000 Twitter Followers

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Martino Matijevic, WhichBudget.com

a4uexpo Barcelona 2012

Published in: Technology, Business
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Does Social Marketing Actually work? Tried & Tested on 400,000 Twitter Followers

  1. 1. Does Social Marketing Actually Work? Tried & Tested on 400,000 Twitter Followers
  2. 2. Martino MatijevicFounder & CEOWhichBudget Flight Searchwww.whichbudget.com@WhichBudgetco-Founder & Marketing DirectorThe Travel Magazinewww.thetravelmagazine.net@TravelMagazine
  3. 3. AffiliatesMerchants Networks
  4. 4. Social messages that convert! photo: Gavin Llewellyn
  5. 5. 400,000 Followers = big deal??
  6. 6. 400,000 Followers = big deal??vs print circulation of 120,000 copies = YES
  7. 7. Convert visitors, leads/sales, buzz,interaction (RTs, follower acquisition)
  8. 8. Twitter = over half of social referrers
  9. 9. Twitter = only 343 visits/month
  10. 10. Convert visitors, leads/sales, buzz,interaction (RTs, follower acquisition)
  11. 11. 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
  12. 12. 10% off flights to Ukraine
  13. 13. 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
  14. 14. 10% off flight to Ukraine OFFER deals/promotions vs news/articles URGENCY “this weekend” + “until midnight” RELEVANCY Euro2012 + increased interest in  Ukraine as tourist destination photo: wellbid.fr
  15. 15. 20% off Radisson 805 page impressions 62 clicks 0 sales!!
  16. 16. Convert visitors, leads/sales, buzz,interaction (RTs, follower acquisition)
  17. 17. 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/
  18. 18. 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
  19. 19. Source: http://www.mediabistro.com/alltwitter/branding-twitter-facebook_b16845
  20. 20. Does Social Marketing Actually Work?Once you have a relationship and a captive, engaging audience: 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. Source: http://www.bizreport.com/2008/09/twitter_as_a_marketing_tool.html
  21. 21. Martino Matijevicmartino@whichbudget.com Skype: martinomatijevic

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