[meetsoda-blog]

Soda Conversion Tracking Preview

Soda is in private beta for almost a month now. We have welcomed our first advertisers, who are giving us great feedback! One of the things we have heard a lot is if we could add conversion tracking to Soda. Since recently the Twitter Ads API allows us to add conversion tracking to Soda, and we have been working hard on it ever since. 

Soon we'll go live with a brand new conversion menu where users can create a conversion funnel and get the web event tags to put on the landing page. Also, we have integrated conversion results in the reports and optimisation pages, so you can keep track of the conversions while they happen.

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Launch is coming

About Game of Thrones and Product Development

April was a big month for our development team. The launch of Soda and season 4 of Game of Thrones. Other than the beautiful scenery, sex and violence, there is a lot of knowledge imparted by the wise rulers and warriors of Westeros.

It wasn’t too long before we extended this knowledge to our product.

You know nothing, Jon Snow

Jon Snow knew nothing about the free-folk before he truly interacted with them — we truly got to know our users when we sat side by side and used our application alongside them. Our first usability test made sure we realized this.

Evaluations with real life users, not only tested our code, but also our copy, interactions and how comfortable the users felt using our platform. It became crucial to act like the Rangers of Castle Black in our approach to usability. We regularly crossed over the wall and understood how our users felt about the product. We reported back and made sure we constantly adapted based on the user. After our first test, we realized that some important assumptions did not hold true.

Like what you're reading? Read the full article on Medium

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Simplifying Social Media Advertising

Managing social media advertising is hard: every network has different dashboards, metrics and reports and targeting your campaigns can be very complex. With Soda, we’re on a quest to make social media advertising a lot easier.

It all started when Twitter asked us to join their Marketing Platform Partner Program. We decided we were going to seize the opportunity to apply everything we learned about social media advertising in the past three years — by working for clients like Heinz, Unilever, Randstad, Spinnin’ Records and Dell — and started building a new tool from the ground up. 

We have sworn to each other that even the most easily distracted, but incredibly creative content managers should be able to use Soda to manage the advertising part of their communities. 

Continue reading our post on Medium

[meetsoda-blog]

Honoring the greatest burgers through hashtag engagement

In Holland, burgers are gaining (g)astronomical popularity and to honor this, Heinz wanted to give them a special place on Twitter. Heinz introduced #ereburger (burger of honor) to create a stage for the most unique burgers. In an interactive campaign, Heinz and Soda worked together to reach, engage and motivate Dutch burger lovers.

Mobile targeting was key for reaching people at the right moment. Burger lovers Tweeted a total of 150 burger pics. Through specific targeting variables, Soda reached the right influentials with an average 566 followers per engaged user (Dutch average: 47 followers). 

Heinz’ strong content and Soda’s specific targeting reached a peak engagement rate of 25.7%. Secondary goal was to gain followers on the @HeinzNL account. With Promoted Tweets, Heinz gained 518 new followers. Soda promoted @HeinzNL with a small budget and grew followers with an additional 1082 followers. 

”The combination of a strong communication concept, interactive content and advertising was key in the success of this campaign. A compelling promo movie, an interactive Heinz applause for participants and a consumer hashtag #ereburger, integrated with a smart advertising plan and execution, ensured high engagement and cost-effective impact on Twitter.”

@jorisveger, Digital & Social Media Lead Benelux H.J. Heinz 

It was great to work closely together with Heinz to amplify their campaign with our technology. Our team of content creators and advertising specialists used Soda to reach out to Dutch burger enthousiasts and engaged them in a creative way.

See the complete case study

Stay thirsty, Soda.