This document discusses whether social marketing on Twitter actually works based on experiments run by Martino Matijevic and his company WhichBudget Flight Search. In one experiment, they promoted a 10% discount on flights to Ukraine to their 400,000 Twitter followers. This resulted in 76 visits, 6 clicks leading to travel agency leads, and 2 bookings. They found that time-limited, relevant deals promoted on Twitter can convert visitors to leads and sales. However, the main benefits of social media marketing are building engagement over time through interactions like retweets rather than expecting immediate sales from single tweets. Social marketing requires treating followers as individuals rather than a mass audience.

1. Does Social Marketing Actually Work?
Tried & Tested on 400,000 Twitter Followers

2. Martino Matijevic
Founder & CEO
WhichBudget Flight Search
www.whichbudget.com
@WhichBudget
co-Founder & Marketing Director
The Travel Magazine
www.thetravelmagazine.net
@TravelMagazine

3. Affiliates
Merchants Networks

4. Social messages that convert!
photo: Gavin Llewellyn

5. 400,000 Followers
= big deal??

7. 400,000 Followers
= big deal??
vs print circulation of 120,000 copies
= YES

8. Convert
visitors, leads/sales, buzz,
interaction (RTs, follower acquisition)

9. Twitter = over half of social referrers

10. Twitter = only 343 visits/month

11. Convert
visitors, leads/sales, buzz,
interaction (RTs, follower acquisition)

12. 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=aeros
vit

14. 10% off flights to Ukraine

15. 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

16. 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

19. 20% off Radisson
 805 page impressions
 62 clicks
 0 sales!!

29. Convert
visitors, leads/sales, buzz,
interaction (RTs, follower acquisition)

32. 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/

33. 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

34. Source: http://www.mediabistro.com/alltwitter/branding-twitter-facebook_b16845

36. 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

37. Martino Matijevic
martino@whichbudget.com
Skype: martinomatijevic