Brand Tweets that Translate to Transactions

Brands have Twitter accounts because they want to sell things - groundbreaking. It’s no surprise that brands are conversing with us on social media in order to build a strong consumer base on which to sell us more stuff. Let’s not sugar-coat it - there’s no harm in the Pillsbury Dough Boy wanting to make some more dough, but the ingredients he uses to get there are crucial to the final outcome.

 

Twitter recently released a study entitled Exposure to brand Tweets drives consumers to take action - both on and off Twitter. Here Twitter outlined key findings regarding consumer behavior and how brands can users consumers to action. We dug deeper into this pattern to reveal three brands who recently drove consumers to take action with innovative social campaigns.

 

Chobani Takes Social to the Streets

As part of their national sampling efforts, the brand’s greek yogurt was carted across the country in CHOMobile trucks. When Chobani stopped to serve their samples, consumers also took a taste of social - engaging with TV displays on the sides of the trucks. The mobile-optimized visualizations displayed a user-friendly fill-in-the-blank component for samplers to proclaim their favorite flavor and taste-testers could also see what other Chobani fans were saying across the country - using the activity map showing #Chobani conversations. Fans looking for Chobani inspiration were interacting with a mosaic of consumer-generated content - including Instagram, Twitter, and Pinterest.

 

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Chobani literally drove social into their field marketing campaign - recognizing that, as the study noted, “consumers take action both online and offline after seeing brand mentions in Tweets.” Twitter’s study found that 19% of users would consider trying a brand they’ve seen in Tweets. Chobani simultaneously paired their product with social to bring together engagement and conversion as one.

 

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Chick-fil-A Knows How to Chirp - Or Tweet

When Chick-fil-A was preparing to roll out some new chicken deliciousness, they recognized another delectable opportunity - Twitter. In their study we noted that “Brands are an integral part of regular conversation on Twitter,” and the chicken fast-food chain wanted their meals to be included in these chats. Enter GrilledLove.com: a Chick-fil-A microsite built specifically to utuilize word of mouth marketing to accelerate product adoption. Here, consumers could interact with the product - seriously, they could eat a virtual chicken sandwich and share their #GrilledLove with the masses.

 

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Grilled chicken sandwiches, salads and nuggets all felt the love as fans got to know the grilled love gang. By adding hashtags and interactive media to their Twitter campaign, Chick-fil-A quickly engaged key audiences in one-to-one interactions to “drive volume and quality of earned media conversation.”

 

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With this social experience, fans were following the #GrilledLove of their fellow chicken lovers and even making relationship status updates to reflect their adoration for Chick-fil-A.

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Whether you’re a grilled chicken sandwich or a greek yogurt, your brand has a social calling. Now, finding the correct tools and strategy to transform Tweets into transactions is where the challenge lies. By building an engaging experience for users to interact, brands will start to see consumers flocking in their direction.

 

Jim Rudden's picture

Jim Rudden

@jimrudden
Jim is responsible for worldwide brand, product and revenue marketing at Spredfast. Prior to Spredfast, Jim was VP of Global Marketing at Lombardi Software (acquired by IBM) where he was responsible for brand and product marketing, as well as demand generation. He has more than 20 years experience in technology marketing and implementation in the areas of enterprise software. He has held positions in product management, marketing, consulting, and sales at Lombardi Software, BetweenMarkets Software (acquired by Innovis), and Trilogy Software. Jim holds a B.A. in American Studies from Stanford University.