Indian Social Media Case Study on how Shoppers Stop created a buzz on Social Media by creating a Tweetstore and a common hashtag #SSTweetstore.

1. How @Shoppersstop Made Indian Tweeters
Made
Go Crazy! #SSTweetStore |Case Study
!
@Shoppersstop on Twitter came up with amazing application and hashtag
based contest that stands unique when compared to all other hashtag based
contests till date in the country. This time the contest is not about quality of
tweet or creativity of tweet or number of tweet, it is about probability of the
tweet,
tweet.
Yes, Probability of the tweet! And your timely luck makes you win
What did Shoppers Stop do?
 @Shoppersstop came up with an external shoppers stop tweet store –
first of its kind in India with an inbuilt twitter API that can track all your
tweets with #SStweetstore .
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2.  @Shoppersstop announced give aways for every 850th or 1000th tweet or
is picking up lot on different giveaways at different numbers for tweeters
tweeting with #SStweetstore. For example the one displayed in the
picture above shows a gift voucher worth Rs. 1,000 on 1000th tweet and
there are about 500 tweets remaining to win that one up.
 The application is smartly built, it tracks and displays every tweet with
#SStweetstore. Every tweet is counted and a serial wise number is
allocated to every tweet which is displayed on the tweet store. As the
tweet reaches the bidding point or the announced number the tweeter is
declared a winner.
What’s the Result of the App?
 Thousands of people started tweeting with #SSTweetstore. As of now
there are about 5,000+ tweets made with reference to winning or
appreciating contest.
 Most of the tweets were highlighting craziness to win the contest.

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3.  Some of the tweets were from marketers, thought leaders and social
media enthusiasts who loved the application and the innovation in the
Twitter marketing tactics by brands
ter

 Since the contest is pretty viral there are chances of #SSTweetstore
becoming a trending topic of the country and thus increasing chances of
more conversations and participation using #SSTweetstore
Pros of the Contest:
 Contest is very smart and the application is very unique.
 It involves no pain of tweeting with art or creativity and Tweeters don’t
really have to be fake.
 The contest is very much timely so involvement of a third party decision
maker or judge is not required to announce the winner.
s
 The contest has triggered the virality and this will increase the chance of
#SSTweetstore becoming the trending topic ( for that brand needs to
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4. encourage some quality tweets and increase the number of giveaways to
increase the pace of tweeting)
rease
Cons of the Contest:
 Since this is based on probability and luck. The quality of tweet is badly
impacted. It doesn’t give brand any value nor it helps them spread the
Word of Mouth about the contest. Look at some examples of tweet
below:


 The giveaways are too far to achieve for example the the gift voucher can
be achieved with 1000th tweet and there are still 400 tweets to reach
there. This slows down the pace of tweeting.
 Brand needs to encourage tagging of friends, encourage Influencers or
hire them to tweet to reach to mass and thus making the topic
more conversational.
What can brand do to overcome the cons?
 Brand needs to encourage people to tweet with some characters or
answer a question probably. Example: Your tweet should at-
-least have 50
characters or can ask tweeters to tag one of their friends with
#SSTweetstore
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5.  There should be many hidden giveaways which encourages many
participants to go really and genuinely crazy about the contest.
 Give aways should be with lesser gap in tweet numbers, this will
encourage enthusiasm.
Did Brand Really Succeed?
 I understand the campaign manager’s aim was to make #SStweetstore a
trending topic on twitter, but apparently primary objective failed as the
topic didn’t trend despite 11,000+ tweets were made with
#SSTweetstore
 I believe secondary objective was to make shoppers stop a healthy
discussion point amongst tweeters, which really didn’t happen as
participants were merely tweeting for the sake of winning. For example:
#SSTweeter Jaya
#SSTweeter hdjddhnf
#SSTweeter I want to win
#SSTweeter soon
 Brand did achieve the objective to showcase innovation and stand unique
as many marketers loved the platform it has built to run this contest.
Article originally posted on http://www.soravjain.com | © Copy Rights Reserved | Contact Sorav for
Social Media Consulting at +919791134451 or email him at Sorav@echovme.in for more details