From Tweet To Trigger: Effective Content Campaigns In The Social Web

Customers talk about brands and products across the entire spectrum of social media every day, 24 hours a day, and the bigger the brand, the more mentions. Many are indirect. Some will not mention a brand, or parent company, directly, and others will be spelled incorrectly. Tracking this can be a nightmare. Responding to it, is harder still.

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If however, you are using software, like, which can listen to all the social media noise, and filter out what you need to know, and … and you use this information effectively, then you have a chance of turning this noise into a productive element of your marketing mix.

Knowing how customers, or prospective customers, feel about a product, service or brand (even if they don’t mention yours – the mention of a competitor could enable you to automate a campaign pathway, enabling you to gain market share) is valuable information.

Starbucks, for example, is @ mentioned on Twitter 10 times a second. Sentiment analysis helps their social media managers determine and respond to those which are complaints. There’s nothing worse than being disconnected from a customer service agent, which is exactly what it is like if a you complain on social media and get no response, except, everyone is watching.

Here is the approach to take if you want to take a Tweet and turn it into a trigger which could lead to increased customer revenue.

Decide Goals Before Generating Assets

With the right team or agency it is easy enough to generate social media, branded and content-based assets after deciding on a course of action. Problem is, have you decided the ROI before signing off what to create?

The amount of assets you could create are limited only by your imagination. There’s no telling what customers are likely to do and say until you’ve analyzed enough data points to understand the various pathways and scenarios which could play out.

What you do initially has to be based on the best assumptions of what customers might do. Such as: say they want something; say they’re thinking about products, and related products; express dissatisfaction; discuss, positively or negatively a rival product or service.

Going on those kinds of assumptions, you should now decide: what do you want to accomplish?

Ensure these are linked to your main marketing goals and sub-goals for content, social and email marketing.

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Create Brand Assets

This is accomplished by mapping out, using the data, the most likely action pathways. For example (the goal here is to increase database sign ups):

  1. A customer @ mentions your brand using positive language.

  2. Do you have their details in your customer database? Assuming here the answer is no.

  3. You reply, if appropriate, to a positive mention on Twitter.

  4. You use this trigger to generate an ad, either on Twitter or Facebook, so that they see you on their mental radar.

  5. The ad is generated specifically to encourage them to click on the website, view an offer, or enter their email address for the chance to be entered into a prize draw.

  6. They click the link and enter their email address. Goal accomplished.

This is one fairly simple pathway, out of thousands of possible scenarios. Most have many more touch points before hitting a click through and data capture based goal, like the above. The idea behind this example is to demonstrate that assets need to be created in order for a campaign to be initiated and result in goals being hit.

Campaigns can be automated, but they work best when marketing materials have already been created beforehand. This way when a customer mentions you on social media you can respond effectively, delivering a message which is tailored around what they need and want.

Struggling with your marketing campaigns? Investigate the ways others are tackling similar challenges and attend an online demonstration here or read more about how others are doing it. is a social behavior platform for elite marketing teams. We help brands and organizations predict how customers and supporters will behave – even what they might do or buy – from social data. It has been used by over 100 companies and organizations to improve thousands of email marketing and social media campaigns.