Boston Business Journal: Turning Tweets Into Sales

  • 12 Mar 2010 9:58 AM
    Message # 307463
    Deleted user

    Turning Tweets Into Sales
    Twitter’s allure is tough to translate into dollars, though Dunkin’ Donuts is tracking results
    Boston 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 Twitter “explosive.”

    Click here to read the rest of the article in the Boston Business Journal

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