Measure effectiveness

Track campaign performance and shifts in the public conversation to tailor your real-time marketing accordingly
$7M

in earned media from a 100% customer-driven social campaign by Wendy’s

30%

of inquiries converted into sales by LateRooms

Challenge

With information changing at the speed of social, it’s critical to watch for real-time campaign feedback and adjust on the fly

  • You’ve got an excellent campaign idea for your brand, but in practice, it doesn’t seem to be working. You need to know, in real-time, what is making waves and what needs to be changed.

  • Keeping up with what is changing and happening, day to day, is critical for your brand. If social opinion or priority is evolving before your eyes, your brand needs to be at the forefront of what the people want, when they want it.

  • Your customers have been responding to your campaign favorably, but it’s been running long and interest is tapering. You need the data to measure and show you what they liked so that you can keep that social capital going for many iterations in the future.

Strategy

Leverage Twitter data for exclusive insight into what is trending and what is dying

  • Brand evangelists doing the work with your support. When your biggest fans are talking to you, other people are listening in on the conversation. With Twitter, you have the opportunity to leverage your loyal customers’ positive feedback or loyal support to your advantage, simply by engaging in the conversation that’s already happening.

  • Know who you’re talking to. Understand it all: any topic, any conversation, any influencer, or any event. With Twitter’s powerful internal demographic and insights models, you can easily find the makeup and interests of your target audience and create highly customized partnerships that resonate with each group.

  • Optimize on the fly. Accurately measure content performance, optimize content creation, and realize the full potential of your marketing efforts, all in real-time, using Twitter’s programmatic access and impression and engagement data for brand and influencer owned organic Tweets.

We can measure the entire customer journey, from impression to conversion, and deliver deeper insights and recommendations optimized to a brand’s business objectives.

LiftMetrix

Results

Measure social media ROI

Wendy's

It all started with a Twitter user named Carter, hoping to be the beneficiary of free Wendy’s chicken nuggets for a year. Tweeting at the fast food chain, he asked the beloved fast-food restaurant how many Retweets he would need in order to land a year’s supply of nuggets, and #NuggsForCarter was born. The chain received $7M in earned media from what was 100% a customer-driven campaign. Furthermore, Wendy’s instilled an overall feeling of authenticity to the efforts and increased positive brand sentiment, all while increasing social capital for future marketing efforts.

LateRooms

LateRooms.com, a last-minute hotel booking service in the UK and Europe, deployed Twitter Official partner Brandwatch to provide tools to monitor what travelers were saying across Twitter. Looking for keywords associated with travel and purchase intent, LateRooms was able to identify relevant conversations from people looking to book a holiday, then step in with advice and tips. When travelers Tweet at their specialized Concierge looking for a property with an on-site gym or a room on the Left Bank for under €50 a night, they get an immediate response with suggestions. 30% of these inquiries have become sales, proving that social data can lead to a solid ROI.

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