Right before the holiday season we launched our newest free service: Mentionbox, a social search engine. We decided to run a Twitter contest in order to spread the word about it, and created a landing page to promote our contest. It was an excellent way to take our second product, Campaign Manager for a spin. Campaign Manager helps you track the clicks, conversions and sales (in this case entries) of any promotion or offer in social media. In our case, we wanted to track the success of our Twitter campaign and how many people used our landing page to enter our contest. The concept was simple, tweet about #SWIXmas and be entered to win a Deckster watch from our friends at N-Product set up with a iPod Nano- very slick indeed. We created the landing page and embedded code into the "tweet button". That code was able to track what social property or tool people where coming from to our landing page and if they decided to enter by tweeting directly from our page. This meant they were able to read about Mentionbox and make a conscious decisions about entering. Here is how it panned out and a little more about our campaign and how we promoted it.
Looking at the report from Campaign Manager- Twitter obviously came in on top in terms of highest referring sites, which was our goal. What else we can gather from the data is that although our blog was second highest refer- emails had the lowest click rate but a higher conversion rate then other medias. Email marketing is one of the best way to speak to your customers, clients or subscribers often because you have an "opt-in relationship" with them. They are more likely to have an open ear to what you're writing to them about. It's fair to say, that perhaps we should email information to our clients on a more regular basis- perhaps it is a channel that could developed further- a newsletter perhaps?
Overall, with little lead up to our launch we were happy with the results of the contest. The more contests a brand does like this- the more opportunity you have in order to make the entire process better; design, rules, execution, promotion etc. The first step in improving your strategy is having a plan to measure your success.
