Twitter Case Study: How to Reach Customers

Wondering how to engage with your target audience and tap into a larger audience of potential customers? TV is a great way to do it. “But wait,” you say, “isn’t this about Twitter?” The following Twitter case study will show you how Arkside Marketing can use Twitter to harness an engaged TV show audience and make it work for you!

22.1% of adults text friends/family about content while watching it.

By now, you have probably heard of “live tweeting”. Fans from around the world can connect in real-time over their favorite TV series or live event. For advertisers, it is a great way to connect with an audience of loyal, interested fans. Go on Twitter during a Monday night showing of The Bachelor and you’ll see hundreds of thousands people tweeting their dramatic reactions and raw emotions to what is happening on screen. Shows like the Biggest Loser, Scandal, and The Walking Dead have huge audiences that follow along on Twitter.  These are called “multi-screeners”. They utilize two or more screens simultaneously; Twitter and television, in this case. Some shows take matters into their own hands and have cast members live-tweet during the show to enhance the conversation. You can participate and join the conversation as an expert! When done professionally, your involvement can expose you and your business to a new, captivated audience of potential customers.

12.3% of adults Tweet about a show’s content while watching it.

Our goal with this Twitter case study is to show we approach Twitter live-tweets and the benefit it brings our clients.

THE CLIENT

A medically-supervised weight loss program in Riverside, CA.  Their program uses a combination of high quality meal replacements, appetite suppressants, exercise guidance, and dietary management.

THE SITUATION

Part of our strategy for the client was to increase their brand awareness and explore opportunities with new markets. Shortly after the strategy was approved, we learned that the TV show, My Diet Is Better Than Yours, would be airing their season finale. This was a high profile opportunity to introduce the doctor (proprietor of the business) to his unreached audience. The client was briefed on the logistics and agreed.

THE SHOW

My Diet Is Better Than Yours is a television show on ABC that pits weight loss experts and their diets against each other to see who really has the best diet technique for their “patient”. The diets combine diet and exercise to see which diet can yield the highest percentage of body fat lost over the course of 14weeks.

LOGISTICS

The client would watch the show live and text his thoughts to a member of our digital team. These texts would then properly condensed and hashtagged with appropriate account tagging to be tweeted. Our team member would then monitor the account for engagement: Likes, Re-tweets, and inclusion in conversation. They would then reply as appropriate from the client account.

LIVE TWEETING

We live-tweeted the finale of My Diet Is Better Than Yours, which lasted 2 hours. The client was prepared by our team with what type of reactions would work best and how our team would convert his reactions into tweets. Our team member made sure that every tweet contained the hashtag for the show, and made sure to tag appropriate parties in each tweet.  Each tweet went out no more than 60 seconds from when the doctor’s reaction was received. If someone mentioned the client in a tweet, our team member would then engage in a conversation with that person on behalf of the clinic. If any questions came up that needed an expert opinion our team member would promptly text the doctor.

RESULTS

Over the course of the 2 hours we:

  • Sent 82 Tweets
  • Received
    • 66 Likes
    • 23 Re-tweets
    • 4 Replies
  • Generated
    • 12,376 impressions
    • 5 new followers
    • 7 ReTweets and 9 Likes from a Twitter Verified celebrity account
    • 11 Retweets from other stars of the show
    • 13 Likes from other starts of the show
    • Engagement rate of 1.76% (event)
    • Engagement rate of 1.08% (entire month)

This is the highest monthly engagement rate achieved on the client’s account as of this live tweeting event and nearly double the engagement rate of the previous month.

Summary: As you have seen in this Twitter case study, engaging with your target audience can be achieved when done professionally. It takes an understanding of Twitter best practices, experienced staff, and a strong relationship with a client. Most importantly, it can be enjoyable for everyone involved. Seek out the interests of your target market and align your efforts accordingly. Doing so creates a better relationship with your current audience and can help earn new, relevant relationships.


If you would like to learn more about how Arkside Marketing can help your business find success on Twitter and how to integrate with your other marketing efforts, contact our office today. The first consultation is free and we will analyze your social media at no charge.

Leave A Comment