Twitter’s Promoted Tweets Generate Leads & Brand Awareness for Mongoose Metrics – A Social Media Case Study
By Kathleen Colan, director of marketing and content for Mongoose Metrics, an enterprise-level call tracking and conversion analytics provider. Learn more about how call tracking can help you understand which marketing sources drive phone calls, download, “Top 10 Things You Can do with Call Tracking.”
Introduction: Twitter launched a beta advertising platform called Promoted Tweets on Nov. 1 to a select group of 20 advertisers around the world. Promoted Trends, a separate product was also launched on Nov. 1. Mongoose Metrics is actively participating as one of the 20 beta testers in Promoted Tweets.
With the news yesterday that Twitter is set to release it’s own analytics product, we thought it was a good time to share initial thoughts on the Promoted Tweets program, and give further insight into the reporting capabilities:
1. Just like Google Adwords, you can place advertisements in front of niche audiences. You can buy key terms, including hashtags, to strategically position messages in campaigns.
2. You can own hashtags. For example, we ran Promoted Tweets last week during #PubCon, generating more than 40,000 impressions. At this moment, we’re in a bidding war for #Twtrcon.
3. The haters will hate. But it’s minimal. As usual, the minority is often vocal.
4. Your Klout score will significantly improve. Ours went from 43 to 70 since participating in Twitter’s Promoted Tweets beta which began on Nov. 1.
5. Follower count increases. Followers increased by 700 since Nov.1.
6. If you do it right, you can track conversions and actions. Add Google’s utm_source code for links to sought-after conversion steps. In our case, whitepaper downloads about call tracking.
7. Conversions increase. Qualified leads are significant.
8. Brand awareness increases. Mongoose Metrics’ Promoted Tweets have been viewed more than 150,000 times. More than 3,000 people have engaged with our content. Influencers notice, and website traffic is up.
9. The landscape is dynamic. Promoted Tweets began appearing in searches and user streams within Twitter and HootSuite on Nov. 1. On Nov. 16, Promoted Tweets started appearing in TweetDeck.
10. Twitter’s built-in analytics dashboard is powerful, and presents a wealth of actionable data.
Conclusion: We are exploring a variety of uses for Promoted Tweets, including hashtags and keywords related to industry events and terms. We’re still learning, but so far it appears that Promoted Tweets, and the related anlaytics platform, will be powerful tools for marketers.
What do you want to know about Promoted Tweets? Send an @message to @mongoosemetrics and we’ll get the conversation started!
Addendum: Here’s a further explanation and some data from Brian Solis, “The Future of Advertising has been promoted: A New Study”
Tags: Call Tracking, mongoose metrics, phone call tracking, promoted tweets, Twitter
