The campaign encourages people to tweet amusing insights on the real election with the hashtag #zumwohl attached. Each day the funniest/cleverest tweet wins a bottle of said product (which is wicked btw).
The campaign was greatly assisted by using prominent tweeter and blogger Russell Brown at Publicaddress.net who hosted some simple display ads that we updated each week.
Russell also helped by being completely open about the commercial offer and advocating participation amongst his followers and readers. This subtle element made all the difference when it came to commercial businesses levering twitter as a promotional vehicle.
By being honest that this was nothing more than a promotion that “…earns Public Address a little money before Christmas…” the foundation was set for a new brand to build some exposure.
That’s a useful lesson for a new brand entering social media and one I guess Qantas wish they’d considered before today’s “hashjack”…
A friend of mine recently overhauled their company website. The result has been a massive improvement with a simple navigation and tidy redesign. What they hadn’t considered, however, was how each part of their site would be measured. To me, that’s critical.
The website uses Google Analytics – which is a big tick – but their gap was using modal pop-up boxes for their key conversion goals. This approach meant tracking conversion goals would not work by matching the URLs. Instead, each action in the journey to goal conversion had to be tagged as ‘onClick events’.
In the past this would have meant the conversion metrics would not be deemed a ‘goal’ – thankfully, version 5 of Google Analytics has finally allowed this function. However, what my friend can’t do with the new site is create goal funnels using the events. I see this a real gap in analysis.
Being able to quickly create the goal conversion funnels and present them to clients and site managers is terrific. You can all see where people are coming from and where they’re dropping out. That knowledge is particularly valuable as it serves as the centre-point of the ‘tweak, measure, tweak, measure’ approach that makes online promotion so simple.
Good site design is important. But if you don’t have a clear, simple metric reporting platform underneath, you’re limiting your website’s potential.
Two friends I follow on twitter have recently joined an existing web business and quickly started using their personal twitter accounts to promote the employer’s various marketing activities.
Now I’ve got no problem with them doing this…except that I find it rather boring and just a bit forced. It feels like there’s a trend building that people are expected to use their personal twitter accounts to tweet or retweet their employer’s or client’s messages.
If this continues, will the number and quality of your twitter followers become an important asset to include in your CV?