Turning Tweets Into SalesTwitter’s allure is tough to translate into dollars, though Dunkin’ Donuts is tracking resultsBoston Business Journal - by Lisa van der Pool Friday, March 12, 2010
Twitter represents a gold mine of marketing possibilities, but the
vast majority of firms haven’t figured out how to transform those
140-character tweets into sales.
One exception is mega-brand Dunkin’ Donuts, which has started to
track dollars flowing from Twitter by tallying the number of people who
click through from a “Win Free Coffee For a Year Offer” on Twitter.
Users who enroll in the “DD perks” program are entered into a company
database. The Canton-based company has a quantitative value for
database members, although it will not disclose that number or the
Twitter click-through rate.
Yet while Dunkin’ has become a dominant brand on Twitter with over
46,000 followers, most Boston firms are in the early stages of puzzling
out how best to monetize a Web site whose passionate users crank out an
average of 50 million tweets each day.
Still, a growing number of companies are seeking out Twitter for
marketing purposes: 35 percent or 173 of Fortune 500 companies have
active Twitter accounts, according to a recent study about corporate
Twitter usage in 2009 from the University of Massachusetts Dartmouth
Center for Marketing Research. The study called company growth on
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