When research showed that its target audience preferred Twitter to other social networks, the plan went into action:
- During the checkout process, Rickshaw Bagworks asked customers for their Twitter handles.
- When a new bag was about to be shipped, staff would snap a photo and send a tweet with the customer's handle and the #FreshBagFeed hashtag. For instance: "Tweed meets camouflage. We're in LOVE. Great choice @floflidesign #FreshBagFeed."
Initially, the tweets linked to images posted at Twitpic, but Rickshaw Bagworks encountered a problem. "The pages displayed third-party ads, including some from a major competitor," explains Smith. The fix came in the form of personalized landing pages that echoed the design sensibilities of the company's website.
The results were spectacular:
- Sixty percent of customers who received @ mentions responded with a reply or retweet.
- On the low end, landing pages receive between 10 and 15 visits. But others get much more traffic, according to Smith: "One received more than 1,500 views, though that's unusual; highs typically range between 300 and 500 views."
The Po!nt: If you produce share-worthy content and make it easy to share, customers might start spreading the word before your product ever arrives.
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