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Twitter isn't just for conversation. Done correctly, a Twitter campaign with a strategic editorial focus can alter consumer brand perceptions. In this session we shared the Mardi Gras Twitter case study complete with stats and key lessons.For more information on the case study, you can visit www.tommartin.typepad.com to contact @TomMartin
Citation preview
A man, an iPhone and a dream.
Perception is reality.
Perception is reality.
Beer
Perception is reality.
Beer Beads
Perception is reality.
Beer BeadsB
three simple goals
Can you grow Twitter followers with the promise of good/interesting content?
Could you use Twitter to change brand perception?
Can you successfully do Product Placement in a tweetstream?
the plan
Invite my select six to play along.
Announce on my blog and then via Advertising Age website.
Field a pre-campaign benchmark survey.
Tweet baby. Tweet.
Field a post-campaign survey.
Share the results on Ad Age.com and then in more detail on my own blog.
the select six - relationships matter
@BethHarte@MackCollier
@LisaHoffman
@Armano
@ChrisBrogan
@AmberCadabra
a few extra friends agreed to play along
@tiffanystarnes@kenwheaton@pchaney
goal #1
total followers of @TomMartin pre-campaign
total followers of @TomMartin post-campaign
759
1,610
In less than 8 days
Perception is reality.
Been to Mardi GrasNever been to Mardi Gras
Been to NOLANever been to NOLA
Perception is reality.
0
25
50
75
100
Beer New Orleans Parades Beads Floats Ladders Food Family Tailgating Church Crazy Flashing
Pre-Campaign
When you think of Mardi Gras, what comes to mind (click all that apply).
Perception is reality.
0
25
50
75
100
Beer New Orleans Parades Beads Floats Ladders Food Family Tailgating Church Crazy Flashing
Pre-Campaign
When you think of Mardi Gras, what comes to mind (click all that apply).
Perception is reality in the absence of experience.
changing perception 1 tweet at a time
changing perception 1 tweet at a time
changing perception 1 tweet at a time
changing perception 1 tweet at a time
changing perception 1 tweet at a time
changing perception 1 tweet at a time
what they liked
!"
#!!"
$!!!"
$#!!"
%!!!"
%#!!"
&''("
)*+,-"
./*/(0"
&1'/23"
4+(0*3"
5*'6(3"
70/(3"8#"0,2*+039"
:;*'63"8#"0,2*+039"
<2*002"5/*"
!"#$%&'()*+&
changing perception 1 tweet at a time
< 2 0 t w e e t2 1 - 5 0 t w e e t s5 1 - 7 5 t w e e t s7 5 + t w e e t s
Perception is reality.
0
25
50
75
100
Beer New Orleans Parades Beads Floats Ladders Food Family Tailgating Church Crazy Flashing
Pre-Campaign
When you think of Mardi Gras, what comes to mind (click all that apply).
0
25
50
75
100
Beer New Orleans Parades Beads Floats Ladders Food Family Tailgating Church Crazy Flashing
Pre-Campaign Post-Campaign
When you think of Mardi Gras, what comes to mind (click all that apply).
Perception is reality in the absence of experience.
Perception is reality in the absence of experience.
0
17.5
35.0
52.5
70.0
Ladders Food Family Tailgating Church Crazy Flashing
Pre-Campaign Post-Campaign
+82%
+23%
+58%
+122%
+0%
-17%
-37%
Social Media humanizes
Social Media humanizes
product placement anyone???
product placement anyone???
product placement anyone???
#3 most viewed pic
The difference between art and advertising is discipline.
Coordinatesemail: [email protected]: 504-558-7778
blog: HelpMyBrand.com
twitter: @TomMartin
slideshare: slideshare.net/TomMartin
web: www.z-comm.com
blog: adage.com/smallagency
linkedIn: LinkedIn.com/in/tommartinjr
text “TomMartin” to 50500
www.budurl.com/TomMartin
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