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Archive for the ‘analysis’ Category

The adoption by the Boston Red Sox to twitter contests to score new followers has gotten me thinking about real time, location-based instaoffers. (Yup, just made up a term and a word).The latest by the Boston sports franchise is #tweetmyseat, offering the first tweeter to share his/her location along with a photo of the batter a gift basket. Cool concept, and I’m all over this when I hit Fenway on Sunday (ssh, don’t tell Mom)..but I’m curious if these schemes will offer long-term follower loyalty.

In a similar vein, @BostonTweet offers “find it” contests, sharing a picture of a gift certificate at a location and offering it up to his 20,000+ followers. They’re infrequent and random. Local Social‘s followed suit and used the planted gift card concept to drive followers of UBurger, G’vanni’s, and others to their locations to hunt down freebies.

Are these brands seeing loyalty as a result of these giveaways? Or is this more a viable strategy to drum up new interest rapidly?

We’re seeing a closer-knit brand network as a result of these promotions, and a quick surge in (inter)activity on their online feeds. But to really drive awareness and spread the word about our brands, we’re going to need to leverage some kind of cross-network promotional strategy. We’re working on it. Stay tuned.

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Want to measure your twitter engagement and snag some quick facts about your followers through a easy to read interface? We’re pretty pleased with the results from Sprout Social.

The tool fits great into our schedule of weekly metrics updates to clients. I pop in every few days, and at the end of the week can share:

  • breakdown of followers by gender: these numbers don’t fluctuate a while lot, if at all.  For a restaurant client (deets pictured below), a split of male/female down the middle is to be expected. Good to know we’re pretty equally speaking to both sexes.
  • age groups of followers: again, a pretty static display. Breaking down ages into 18-20, 21-24, 25-34, etc is smart; 7 age ranges gives us really specific data. In this case, because of my client’s location and positioning as a “college joint,” I was expecting most followers to be undergraduate age, and can use the fact that only 13% of this spot’s followers are as an indicator that we can tweak campaigns to target this demographic.
  • new followers, number of mentions, message volume, and engagement: these numbers pretty much serve to show I’ve been doing my job; we want to see positive numbers and up arrows.

Sprout Social also pulls your Twitter feed and DMs into their client, so the program could be used in lieu of a Tweedeck or HootSuite as well.

Pricing plans are $9/month for a basic package, and $49 for a more enterprise edition that includes local competitor keyword searching, supports more (10 vs 5) RSS feeds, and SMS alerts with Foursquare check ins.

Sprout Social also monitors Facebook and Linked In accounts.