Search and Social

Express is the New Twitter Case Study

by Ian Orekondy on October 7, 2010

Earlier this week, Twitter announced the launch of Twitter Promoted Accounts, which is a new advertising feature being rolled out to a handful of companies this week.  In the announcement, Twitter used Xbox as an example. 

Well, here’s our first example of another Twitter Promoted Account from @ExpressLisaG

ExpressLisaG - Twitter Promoted Account

One of the first Twitter Promoted Account Examples - Retail Apparel - Express

So what’s the impact of Express using Twitter Promoted Accounts?  Well, the first way to measure the success is in the number of followers (yes, it’s a measure of success):

Twitter Promoted Accounts Drives More Followers for Express

Express Twitter Followers Spike After Launch of Promoted Accounts

Her average number of daily new followers has increased 7x as we can see here:

Twitter Promoted Accounts Drives 7x increase for Express

7x increase in average daily new twitter followers, since launching Promoted Accounts

But I think @ExpressLisaG ‘s Promoted Twitter Account is more interesting than simply the increasing follower count.  I think it demonstrates a few Twitter best practices that most stbrands and many people still struggle to follow:

  • Transparency – she clearly states in her Twitter profile that she works for Express (she’s the CMO)
  • Personality - her twitter name, profile and tweets all work together to give us a glimpse into her personality
  • Authentic Engagement- Lisa is interacting with her followers in lots of great ways.  She’s not only answering customer questions, thanking people for mentioning Express and her social media efforts, but she’s even reading her followers’ blogs and then connecting back with them on Twitter!  That is something I almost never see brands do on Twitter. Lisa – what’s your preferred social media listening tool? Got any great tips!?
  • Mix of Promotions – Lisa is mixing in promotional tweets to contests, sales, new products, which I think makes for a great balance overall. People want promotions with personality!
  • Advanced Tracking – not only is she using bit.ly to track clicks (which reveals at least one initial anecdotal insight – see below); she appears to be integrating Express’s Omniture Site Catalyst Web Analytics package into her tweets as well as we can see in the &CID parameter in the long URL below:

Example Long URL of shortened URL within tweet: http://www.express.com/london-sweater-27904-20.pro?Mft=london+sweater&Mpper=3&Mpos=1&Mpg=SEARCH%2BNAV&Mrsaa=*&Mrsavf=SIZE_NAME&Mrsavf=category&Mrsavf=Color&CID=937

Example Shortened bit.ly URL: bit.ly/b8d5eO

Bit.ly URL Tracking for Express Tweet - London Sweater

Bit.ly Tracking Reveals a Recent Express Tweet Received almost 200 clicks

That’s a lot of clicks!  Now, granted she’s got over 22,000 followers, but 181 clicks being driven to a highly-relevant landing page is pretty fantastic.

A similar recent tweet for Men’s Peacoats received only 22 clicks, so I wonder if Express could use this type of data to inform SEO landing page testing going forward?

Anyway, I found @ExpressLisaG ‘s twitter account via Twitter’s Promoted Accounts, and I have to say, I’m pleased. Impressed actually!  Nice job to Express and Lisa’s team overall!

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