Starbucks' Tweet-a-Coffee Campaign Generated $180,000 in Sales, HUGE Long-term Benefits
Just over a month ago, Starbucks launched a great campaign allowing users to buy $5 gift cards for friends directly on Twitter.
We're excited to announce @Tweetacoffee, a new way to share the gift of Starbucks: http://t.co/E9OKYKYyV8
— Starbucks Coffee (@Starbucks)
October 28, 2013
All users had to do was tweet "@tweetacoffee to @recipient" and Starbucks would send over a link for an eGift card that recipients can redeem on their mobile devices.
How Did the Campaign Do?
We've been tracking the campaign using our Conversation Tracking tool since launch.
Over $180,000 has been spent to date, with users buying almost 37,000 gift cards
More than 27,000 unique users bought gift cards for friends, and 34% bought more than one gift card
Not surprisingly, much of the activity took place early -- 32% of the gifts were bought on the first day
The tracker can be found at http://keyhole.co/realtime/Starbucks/
This Campaign Was About a LOT More Than Gift Cards
Couple of interesting takeaways from here that we thought were worth discussing.
First, it's an interesting validation of the idea that social media can have a very direct ROI. While most campaigns that organizations run are brand-building campaigns, there is certainly a great opportunity for Twitter to become a direct response marketing channel as well.
Second, Starbucks now has information for all these gifters and recipients in their system, and this can have massive longer-term impact on the ROI of this campaign.
As these users continue to be customers, Starbucks now has a tie-in between the Twitter accounts + credit cards + mobile devices + their customer list, and they have it for 54,000 people (gifters and recipients) -- that's HUGE!!
Even tech companies have struggled so far with creating a link between these different IDs for their customers, let alone consumer brands. This Starbucks campaign was about a lot more than just $180k in eGift sales. It was about customer understanding, identification and targeting that will help them for a very long time!
Here's a partial screenshot of the tracker, which can be found in full here.
Why Facebook Should Ignore Snapchat -- A Look at the Social Networking Space
In the last two days I have used 10 apps you might characterize as “social”. In no particular order:
Twitter, for keeping up on news and commenting on tech and stratechery
Facebook, for posting personal status updates and checking in
LINE, for text messaging with my wife and friends in Taiwan
Snapchat, for exchanging photos with my wife
Skype, for instant messaging with my colleagues
Facetime, for talking with my wife and kids
Instagram, for posting cool photos
Email, for all types of content, both work and personal
Photostream, for sharing photos with my family
WordPress, for posting to this blog
...
Look again at my list of apps: each of them has their own place... In fact, there is hardly any overlap at all – and none with Facebook.
Ben then continues to argue that Facebook should stop trying to buy startups like Snapchat, which don't contribute to their potential "gold mine" of a display business.
What do you think? As a social marketer, are you finding that your audiences have barely any overlap with Facebook, and is ignoring them the right strategy?
3 Great Marketing Lessons from Dan Ariely -- Understanding the Irrational Customer
Some excerpts from this great interview with Dan Ariely:
What is one of the most surprising findings from your research?
One of them is something we called “coherent arbitrariness.” … If you get somebody to behave in a certain way one time, you’re not just influencing them that once, but you can actually go on to influence a long sequence of decisions.
One is something called a “default,” and it is the path of least resistance. We’ve shown in many experiments that this is an incredibly appealing decision. It’s actually a decision of not making any decision… All of those decisions are vastly influenced by the path of least resistance.
Another of the things we find is that in terms of motivation, sometimes things that you could buy with a fixed amount of money are more motivating than the money itself. For example, let’s assume you like lattes, and lattes are $3. We find that, if that’s the case, I can get you to do things for me more easily for a latte than I can get you to do it for $3.
Which of your findings do you think is the most important for a marketer to know?
The most important one is a finding on relativity. It’s the idea that people don’t know how much something is valued, and we try to assess the value by comparing it to things that are just in the environment next to it.
For more, read the full interview at https://www.google.com/think/articles/understanding-irrational-customer-dan-ariely.html
In case you didn't see this earlier, here's a mind-numbing exchange between Verizon and one of its customers on Twitter:
The exchange can be found on Twitter here.
Verizon clearly uses automated responses for customer on Twitter (screenshot below shows they use Attensity Respond 5), but shocking that there's no human oversight over this.
Verizon's supposed to be one of the 'grown ups' in the social marketing space, but rookie mistakes don't get worse than this.
Has this ever happened to you when speaking with a brand? How would you respond?
Every PR pro needs something just a little different from what their colleagues need. Odds are good that you’ll need a mix of tools. With that in mind, here is a list of tools that can help with your specific measurement requirements...
Mashable: Space-Loving Twitter Users Cover for NASA During Shutdown
[Original article: Here]
Congress could not strike a deal on a funding bill by the end of the fiscal year, causing thegovernment shutdown Tuesday. Some 800,000 federal workers were sent home. And on the 55th anniversary of the day the agency became operational, most NASA employees were furloughed, aside from those at Mission Control who are supporting astronauts currently in space.
SEE ALSO: 15 Twitter Accounts Every Space Lover Should Follow
Space itself, however, was not shut down — the universe is still expanding and the celestial bodies have continued their orbital dance. In addition, many of NASA's contractors have continued to work, such as Jet Propulsion Lab, which is in charge of the Curiosity Mars rover mission, among others.
To continue keeping people informed about these missions and other space news, a group of NASA fans came to the rescue.
"I thought, 'Why don't I start tweeting what NASA can't?'" Bill Dunford told Mashable. "[I tried] to take a guess at some of the things they would normally tweet — they would normally talk about — and just do it myself."
Dunford, of Salk Lake City, Utah, works at a software company and also runs a non-profit educational website called Riding With Robots. Tweeting as @ridingrobots, he created the #ThingsNASAMightTweet hashtag.
"It's a little long, but it's descriptive," Dunford said.
Here's his first tweet with the previously unused hashtag:
In solidarity, today I'm tweeting some #ThingsNASAMightTweet if they could. Starting with this. 55 years today. pic.twitter.com/vEyygNC95c
— RidingWithRobots (@ridingrobots)
October 1, 2013
The campaign gained momentum a few days later when Angela Gibson, an educator who lives near Norfolk, Va., wrote a post on Facebook to rally NASA's tight knit social media community to "stand in the gap" by using social media to share information about space and science during the shutdown.
"A couple days into the shutdown, I was very frustrated," Gibson told Mashable. "I felt very much like I needed to do something."
Dunford commented on Gibson's post, informing the group of his hashtag. From there, hundreds of members of the community began to pitch in. Some organized shifts and took on designated topics, while others just posted randomly. The chart below shows the hashtag's growth.
Veronica McGregor, a media relations manager at NASA's Jet Propulsion Lab, is normally in charge of several of NASA's Twitter accounts, including @MarsCuriosity which has nearly 1.5 million followers. McGregor said she has certainly taken notice of her temporary replacements.
"There's been this amazing way that our supporters have picked up the slack," she toldMashable.
"They are actually tweeting space updates for us; we just thought that was great."
"They are actually tweeting space updates for us; we just thought that was great."
While its Twitter account is offline for the shutdown, McGregor said the Curiosity rover mission has gone on as planned. NASA contracts Jet Propulsion Lab employees, who technically work for the California Institute of Technology.
Additionally, NASA's next Mars probe is on schedule despite the shutdown. The Mars Atmosphere and Volatile Evolution orbiter, or Maven, has a scheduled launch date of Nov. 18. For the benefit of science nerds everywhere, let's hope the government shutdown ends before then.
Wanted to share some exciting news with you: we've just launched 3 new products that will help you understand your audience even better!
Audience Intelligence
Here's a surprising fact we found in our research: Less than 9% of any brand's audience actually talks about that brand. This means that when marketers are monitoring brand mentions, they're missing more than 91% of their audience's conversations!
Audience Intelligence helps you find what else your specific audience is talking about in real-time, including how they differ from competitors' audiences. Have your own 'Dunk in the Dark' moment by talking about the same things your audience is talking about. Your can learn more at http://keyhole.co/audience_intelligence.
Influencer Intelligence
Most marketers would agree that a small set of 'influencers' drive most of the conversation. Influencer Intelligence helps you stay on top of what they're talking about in real-time so that you can lead the conversation, not just find out about them once the story's already trending and it's too late.
If this sounds interesting, please visit http://keyhole.co/influencer_intelligence to learn more.
Content Insights
We know a lot of users have setup Tracks not just to measure volume, but also for content discovery -- to find the best topical stories in minutes, not hours -- and Content Insights helps make it even easier.
The new Content Insights product (located in a new tab beside each of your existing Tracks) brings out the best content related to your search in a much easier-to-digest format. If you haven't already checked it out, give it a whirl, we think you'll like it!
We're continuing to work on new products, and will be announcing more shortly. As always, would love your feedback, so would love to hear from you at [email protected] with any suggestions or questions!
Keyhole was featured in a Huffington Post Live video! Watch, as host Ahmed Shihab-Eldin (@ASE) uses Keyhole's real-time analytics to discuss the Syria crisis.
Hey everyone,
We're thrilled to announce a new program that allows users to earn FREE Tracks -- whether you're a paid subscriber yourself or not!
Here's how it works: Every time you refer a friend and they subscribe, you both get an additional Track. And you can both keep this free Track for as long as your friend remains a subscriber.
To get started, please visit http://keyhole.co/referrals (remember to login).
Social Media Today: Burger King Twitter Feed Hacked, They're Loving it: Positive Results by the Numbers
[Original article: Here]
Crisis situations are off to a strong start this year, especially when it comes to large brands and social media. On February 18 the fast food giant Burger King had their account hacked (various have claimed it, none officially confirmed), and after about an hour of the hacker joyriding on their feed, the account was suspended. Prior to the suspension, the account was converted into a mirror image of @mcdonalds, and began posting shoutouts to rappers, odd images, and some other random bits. Details are still fuzzy about who did it and why; however, we do know that there were likely more positive results from this situation than negative.
Unlike the other real social media crisis situations, Burger King's account manager was not outright at fault (unless they just handed the account over, but doubtful), and realistically there are only a few things you can prepare for in these situations. But I'll leave the punditry to other people, and be optimistic about this because Burger King was not at fault.
The following are some rough estimates and things to take into account, all of which @burgerking was able to gain free of charge.
Cost for a daily trending topic on Twitter: $200,000
Promoted tweets cost-per-click: Between .50 - $1.50. times the amount of retweets and clicks the rouge account received
Promoted Twitter account: Between .50 - $2.50 per follower gained, with at least 20,000 new followers gained from the situation
Time, human resources, and even probable agency involvement to produce such attention grabbing content: Invaluable. See W+K's Old Spice campaign and Oreo's Super Bowl social media case studies.
Press generated from social campaign: Invaluable as it does not happen frequently
Estimated total via data from Keyhole
225k tweets x $1.5 CPE = ~$337,000
+ 216k link clicks x $1.5 CPE = ~$324,000
+ 20k new followers x $2 CPF = $40,000
+ trending topic = $200k
= $900,000+
Though Burger King's social team or agency may have a need for a few additional beers , after organizing a simple apology they could immediately play the situation off and keep the attention going. The kind of press and attention they will receive as a result of the hack would have required nearly a $1,000,000 campaign investment, so if they play their cards right a negative can be turned into a positive.
With this said, we'll just have to wait and see what Burger King will do.
Data and Mentions
Thanks to my friends over at Keyhole, there is now some awesome data to support my claim as well.
Ripple Effect
The ripple effect of course will stretch far, but these two tweets say it all.
And they are back in action:
Finally, MTV and BET tried to make it appear like their accounts were hacked as well, but Buzzfeed and @emilcDC quickly noticed that their social media managers provided a warning shot. This of course shifted the initial shock to slight humor, and then on to anger about MTV not actually playing music anymore.
A Larger Issue
With the Burger King situation slowing down, another has appeared. Jeep's Twitter account was also hacked, and from the signs of the content being shared it was from the same group or individual that took over Burger King's feed. Keyhole has started to track the information here, but because this is the second day in a row that such a situation has occurred, it will likely be less about Jeep, and more about Twitter not protecting accounts. However, Jeep has already become a trending topic in the US.
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