Twittering for Marketing

January 14, 2008 at 5:02 pm (blog, blogging, marketing, photrade, twitter)

One of our marketing/community engagement strategies is to create a Photrade twitter.  Our twitter is managed by our photrade evangelist, Erin.  Let me provide my overview of Twitter as a marketing tool.

Time Involvement:

Initially it takes a while to set up and friend people, afterwards the going involvement is minimal.  Probably 15 – 30 min a day.

What we do:

We initially began by following a number of tweeters (people on twitter), and those who were interested follow us back.  We primarily tweet (which is a twitter post) our photo of the day, and try to engage with Photraders who are on Twitter.

Results:

As of now we have follow 975 and have 185 followers.

Twitter has sent us almost 500 visits of which 73% were new.   Their average time on the site is WAY lower than our average, and the bounce rate is high however they are still looking at about 3 pages.  Also, we are invite only, so perhaps that has something to do with it.

Tips/Learnings

When we did our initial “follow” push, we had a negative response from one tweeter, who didn’t like that we were following everyone.  We responded that he was welcome to unfollow as we were looking to build community with those who are interested… we aren’t there to spam.

I think that they key with Twitter as with any other vehicle is 1) Don’t spam and respect the community, 2) Twitter something interesting, don’t just Twitter for the sake of it, 3) Use it as a tool to engage and interact with your existing community online.

Overall:

Probably not the best source for new customer acquisition, but a good way to stay engaged with the community and maintain involvement with Photraders across multiple touchpoints.

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7 Comments

  1. » Twittering for Marketing said,

    […] arscherer wrote an interesting post today onHere’s a quick excerptOne of our marketing/community engagement strategies is to create a Photrade twitter.  Our twitter is managed by our photrade evangelist, Erin.  Let me provide my overview of Twitter as a marketing tool. Time Involvement: Initially it takes a while to set up and friend people, afterwards the going involvement is minimal.  Probably 15 – 30 min a day. What we do: We initially began by following a number of tweeters (people on twitter), and those who were interested follow us back.  We primarily tweet (which is a twitter post) our photo of the day, and try to engage with Photraders who are on Twitter. Results: As of now we have follow 975 and have 185 followers. Twitter has sent us almost 500 visits of which 73% were new.   Their average time on the site is WAY lower than our average, and the bounce rate is high however they are still looking at about 3 pages.  Also, we are invite […] […]

  2. Erin said,

    I have to say the intangibles of networking and connections have been very favorable-also does not account for mentions of photrade by other tweets…it’s viral!

    Tips from twitter have led to information on other photo sites and happenings in the photo community, as well as keeping Photrade in the SM community as a whole…participation is key!

  3. thisiswhyimhot said,

    Erin (who actually runs our Twitter campaign) makes great points.

    With a financial analysis background I tent to focus on the quantitative side and things like user acquisition, etc…. and forget to talk about the intangibles.

    There are lots of intangible benefits from engaging in Social Media, as pointed out above. Thanks for keeping me balanced Erin!

  4. Erin said,

    it’s why I’m here. LOL-actually was having a convo with another evangelist the other day talking about keeping the company engaged in ways they don’t really understand, but will trust in time-the intangibles can be hard sometimes.

  5. Adam - Acmephoto said,

    I would say from what I have seen on twitter, and as an unofficial http://twittographer.com twitter user, having a “too aggressive” of an “adding spree” or too high follower / followEE ration can cause people to not check you out or add you back.

    Also replying and engaging in conversation makes users want to add you back, if the twitter account is a “I’m a corporate account” looking name. Companies who add and just spam their stuff are annoying and there has been a rash of that lately.

    One thing you missed is what the twitter ID is….. you want followers right? Do post.

    ~Adam

  6. Adam - Acmephoto said,

    I guess it would help if I could spell http://twitographer.com/ right! (new real spelling)

  7. Imposing said,

    Somehow i missed the point. Probably lost in translation 🙂 Anyway … nice blog to visit.

    cheers, Imposing.

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