A Twitter search on just about any packaged-goods brand shows
much of the chatter to be about promotional offers. But
deal-sharing is actually far more prevalent beyond the gaze of
social-media search, based on SocialTwist's experience across more
than 40 campaigns for consumer-packaged goods marketers.
The firm found that 55.4% of brand advocates used e-mail to
share information vs. only 2.6% using Twitter and 41.8% using
But e-mail proved to be the most-effective channel for reaching
consumers who "engage and convert," as SocialTwist puts it, which
is to say those who click on offers and redeem them. Across its
campaigns, 50.8% of new consumers were reached via email, vs. 26.8%
via Twitter and 22% via Facebook.
So while Twitter may be the least-popular medium for SocialTwist
offer sharing, it punches well above its weight in terms of reach
-- when an offer is retweeted, it tends to get a lot more exposure
than say a forwarded email. Twitter also over-indexed when it came
to conversions, accounting for 16.8% of offer redemptions though it
accounted for only 2.6% of shares.
The trend toward email being the leading sharing medium "was a
surprise" when SocialTwist first noticed it 18 month ago, said
Chief Marketing Officer Vijay Sundaram.
He believes it's because "e-mail is still a personal, one-to-one
medium." People are more likely to use e-mail to share offers about
personal-care and luxury products that they may not necessarily
want the whole world to know they're interested in, Mr. Sundaram
said, while they're somewhat more likely to use social networks to
share offers about less-personal household products.
The SocialTwist study also found that the old Pareto Principle
applies to social deal sharing: 10% of influencers were responsible
for 85% of "all desired marketing outcomes" such as coupon
downloads and redemptions. And the study found personal-care
products generate more engagement with and redemption of offers
than household products, though Social Twist said social-marketing
methods work for both categories.