What's the value of a tweet? A lot according to a study conducted by Deloitte that concluded positive Tweets by brands were four times as effective as non-Twitter advertising for driving sales.
The study titled 'Tweets for Sales: Gaming', looked at the impact Tweet response had on the sales of 100 best-selling Xbox and PlayStation 3 video game titles of 2012 in the UK. It was found that Electronic Arts (EA) Games received over 500, 000 mentions and a 29 per cent engagement rate during its launch of the "Fifa 13", its most popular football game. How'd they do it? They planned in advance. Before a big match like the Manchester City and Manchester United derby, EA began building the relationship between the fan and the game through its fantasy team of the week via Twitter thus driving engagement and ultimately increasing sales of its game packs.
Another one of EA's biggest successes was the celebration of Lionel Messi scoring for the 86th time in 2012, in turn breaking Gerd Mueller's 40-year-old record for most goals in a year. Launching a giveaway using the #86messi hashtag, EA was mentioned more than 50,000 times.
Advance planning, according to Oli Snoddy, head of planning at Twitter, is one of the key ways that brands can ensure that they can consistently rise to the top socially. So is "matches as marketing" which is connecting a social media strategy to popular live events or television shows just as Burberry did when it streamed the London Fashion Week and sent out personalized thank you notes to all those in attendance.
Even better than advertising, conversations via Twitter influence sales. Therefore, positive tweets directed at your brand do, in fact, have a high ROI. Visit BHive Plugs to learn more about how you can double your brand's exposure.