Does Social Marketing Actually Work?

Tried & Tested on 400,000 Twitter Followers

Martino MatijevicFounder & CEOWhichBudget Flight Searchwww.whichbudget.com@WhichBudget

co-Founder & Marketing DirectorThe Travel Magazinewww.thetravelmagazine.net@TravelMagazine

Affiliates

Merchants Networks

photo: Gavin Llewellyn

Social messages that convert!

400,000 Followers= big deal??

Dorifor 2

Purely as a number, we have twice as many followers as some of our major competitors.

400,000 Followers= big deal??

vs print circulation of 120,000 copies= YES

Convertvisitors, leads/sales, buzz,

interaction (RTs, follower acquisition)

Twitter = over half of social referrers

Twitter = only 343 visits/month

Convertvisitors, leads/sales, buzz,

interaction (RTs, follower acquisition)

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

10% off flights to Ukraine

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

10% off flight to Ukraine

OFFERdeals/promotions vs news/articles

URGENCY“this weekend” + “until midnight”

RELEVANCYEuro2012 + increased interest in Ukraine as tourist destination

photo: wellbid.fr

20% off Radisson

805 page impressions 62 clicks 0 sales!!

Convertvisitors, leads/sales, buzz,

interaction (RTs, follower acquisition)

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/

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

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

Dorifor 2

Just the fact that the company acknowledged the problem and showed it was listening improved customer psychology 83% of the time.

Source: http://www.bizreport.com/2008/09/twitter_as_a_marketing_tool.html

Once you have a relationship and a captive, engaging audience:

Does Social Marketing Actually Work?

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.

Martino Matijevic

martino@whichbudget.com

Skype: martinomatijevic