Dive summary:
- Skepticism in social commerce on Twitter is well-founded due to less than stellar examples from Facebook, but early adopters like Duane Reade and Papa John's Pizza have experienced major successes.
- Walgreens subsidiary Duane Reade grew its Twitter follower base to 1.1 million—a 6,700% increase—in one year, and its #DRLegwear campaign led to a 28% increase in women's hosiery sales.
- A Papa John's location in Houston used HipLogiq's SocialCompass platform to find users tweeting select keywords and tweeted a coupon to the posters; the coupon conversion rate was 52% during a four-week period—all without a Promoted Tweet buy.
From the article:
"Bernie Perrine, CEO of HipLogiq, said his company and Papa John's are currently talking about rolling out similar efforts around the country. He said the Houston results should show skeptics that Twitter can be a powerful sales engine.
'The platform offers much better geotargeting compared to other social networks,' Perrine said. 'You can reach out to the local consumer who has shown purchase intent. Those are the elements Twitter brings to marketers.'"
