Miriam Melchers – Social Media Manager Europe

Twitter Case Study Generate strong leads that convert to sales

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We’ve grown our followers in the UK from 3,000 to 20,000+ in 8 months. We wanted to celebrate this together with them, while also growing our sales at the end of the month.

Twitter brings you closer.

Our ‘semail’ strategy*

Generate ‘strong’ leads via Twitter that convert to sales via email. 1.  Promoted Tweets 2.  Twitter-specific landing page 3.  Twitter-specific email 4.  Key influencer *semail= social + email J

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1. Promoted Tweets

We used Promoted Tweets in timeline to encourage people to exclusively sign up to receive our ‘Best Deal Ever’ on a new language.

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2. Twitter-specific landing page

When people clicked on the link, they were directed to a Twitter-specific landing page where they could enter their email address to receive their #TwitterSurprise via email. They could also Tweet the offer to their followers.

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3. Twitter-specific email

At the end of June, everyone who had signed up, received their #TwitterSurprise via email. All they needed to do was make sure they claimed it within 48 hours.

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4. Key influencer

To reach and engage with a wider audience, we worked with one of our largest ambassadors, British comedian and actor @eddieizzard (3M followers). He agreed to share on Twitter that he’s learning three languages with us, linking to our landing page.

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The results

35x higher sales conversion*

lower cost per lead**

follower growth in 10 days

4x 3%

Overall, we generated strong leads that converted to sales, with a positive Return on Media!

*Compared to emailing same amount of people in email base. ** Compared to Display Campaigns.

Our 3 keys to success

1. Make it Twixclusive We rewarded our followers by making our offer exclusive to Twitter. As part of this, we created a Twitter specific landing page, which helped monitor results accurately, while driving conversion rates. 2. Create intrigue and urgency To boost engagement, we didn’t reveal the full details of our ‘Best Deal Ever’ and provided a short window of opportunity for people to sign up. 3. Amplify reach through influencers We amplified our reach and engagement by promoting a relevant Tweet from @eddieizzard’s account with his permission.

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Meet our #ambassadors

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Meet our #ambassadors

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Twitter is helping us to move beyond interrupting people. We can really find the people that will be interested in what we have to offer. It keeps surprising me how often they reach out to us, talk about us and recommend us to others. Twitter gives “power to the people” and we leverage that by making our customers & followers lead the way in everything we do. My approach in Twitter terms: Unfollow your management. Retweet your customers!

Conclusion

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Then I invite you to run our Twitter account for a day J

Still don’t believe that Twitter can bring you closer?

@miriam_melchers

About Rosetta Stone

As the leading language-learning company in the world, Rosetta Stone, makes learning a new language second nature. Millions of learners in more than 150 countries have already used Rosetta Stone to gain the confidence that comes with truly knowing a new language.

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THANK YOU! @RosettaStoneUK