Dunkin’ Donuts Tracking Twitter In Effort To Turn Tweets Into Sales
Twitter represents a gold mine of marketing possibilities, but the vast majority of firms haven’t figured out how to transform those 140-character tweets into sales.
One exception is mega-brand Dunkin’ Donuts, which has started to track dollars flowing from Twitter by tallying the number of people who click through from a “Win Free Coffee for a Year Offer” on Twitter. Users who enroll in the “DD Perks” program are entered into a company database. The company has a quantitative value for database members, although it will not disclose that number or the Twitter click-through rate.
Yet while Dunkin’ has become a dominant brand on Twitter with over 46,000 followers, most firms are in the early stages of puzzling out how best to monetize a website whose passionate users crank out an average of 50 million tweets each day.
Still, a growing number of companies are seeking out Twitter for marketing purposes: 35 percent or 173 of Fortune 500 companies have active Twitter accounts, according to a recent study about corporate Twitter usage in 2009 from the University of Massachusetts Dartmouth Center for Marketing Research. The study called company growth on Twitter “explosive.”
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