Using Twitter as Your Focus Group

It Showed Us an Asset We Didn't Know We Had

By Published on .

Lee Mikles
Lee Mikles

Recently we ran a series of banner campaigns supporting new products being launched by one of our CPG clients. While the client was launching multiple products, not all of them were being promoted through advertising.

Shortly after launch of the campaign for our client, we began monitoring Twitter for buzz on the products and online campaign. Almost immediately, the tweets started raving about one of the new products that we didn't promote.

Armed with this information, we met with the client and got the green light to run advertising for this new product. The Twitter research worked: The campaign for the new product generated a click-through rate 55% higher than the rest of the campaign. The number of people actually tweeting about the new product was small -- maybe a few hundred. But the number of additional people who followed the new banners was an order of magnitude more.

Twitter has a been a great tool for us to monitor buzz about products or campaigns for our clients. Simply searching a few key terms will expose you to a wealth of tweets that can quickly let you know what the public is thinking. Not scientific, but very helpful.

It's an example of how, more broadly, social networking has taken conversations that previously happened around water coolers and put them online, making them searchable by marketers. What marketers do with that information is up to them.

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Lee Mikles is CEO and founder of The Archer Group, a Wilmington, Del.-based interactive shop that has worked with J.P. Morgan Chase, SunGard, Warner Brothers, Gore-Tex, Wawa and others. Lee named The Archer Group after its fictitious leader, Bob Archer, who is Lee's nom de plume when writing the internet marketing blog, Meet Bob Archer.

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