On the heals of Dell’s announcement last week about selling $3 million through Twitter, we’ve also seen some revenue coming from our Twitter stream.
A recent promotional campaign pulled it’s first ever response from Twitter after three months of testing. While the conversion rate was less than .05% and the dollars were pretty dismal at just over $1,000.00, we were encouraged that the average order size was $77 — about 50% higher than the standard cart size. Moreover, it performed better than our Facebook Fan Page (althought the average FB order was just over $100), and our RSS feeds.
Granted, this revenue won’t make or break a campaign and certianly nowhere near that of Dell, but when new media begins to show signs of monetization during testing it is worth continuing to explore. It’s worth noting that our strategy for Twitter is similar to that of Dell, although we’re not pushing outlet pricing–just sound direct marketing offers. Of course, there’s no real way of knowing the residual impact each of medium might have had on the other. We recognize that each promotional effort could have affected the other and the user could have simply chosen the handiest promotional code to redeem.
Nonetheless, we believe we may be onto something with our testing strategy and we will continue to share our successes and failures.
Tags: Monetization, Revenue, Twitter