The Effectiveness Of Advertising On Social Networks

The effectiveness of advertising on social networks

Do you remember the popular series of video clips in which the charismatic man in a blender grinds various household items - iPhone, golf balls, a Rubik's Cube? Today let's talk about the manufacturer of the most blenders, Blendtec company, about why they organized a custom action, and what came of it.

To begin to brush up on their most popular movie.

At present, the company BlendTec page on YouTube has 440,000 subscribers and 190 million. Video views. In addition, the channel 85 they have thousands of subscribers in Facebook and 7 thousand Twitter. But whether these channels bring their income and how much? Given an order to measure the economic results of its activity in social media, in BlendTec decided to use Google Analytics and promo codes.

"We produce and sell blenders" - says Nate Hurst, a marketing analyst at Blendtec, - "If a person regularly uses his blender, he may want to change it for a newer model or recommend to friends." But his first step before purchasing will transition from YouTube, Facebook or Twitter on the manufacturer's website. The first step was the measurement of the effectiveness of conversion tracking sources the video clips, and other materials, with a conversion level of these sources, in comparison with other channels to attract customers. In the next step, the promotional codes were introduced, which were placed on the pages of social networking. Their use in the purchase also tracks statistics system.

The focus of the communications BlendTec gives to Facebook. Every user who has subscribed to a page or set of Like a publication, they send extra information, such as cranberry sauce recipe before Thanksgiving, special promotions for users of social networks, the functionality of the latest models of blenders. For a single sales record, occurring as a result of promotions and contests, the manufacturer gives the participants a special type of promo codes, without time limits. Nate Hurst keeps secret the number of buyers who came to the company from the social network, but claims that their number double the company's expectations.

The idea of ??a series of video clips �? Will it blend� was born in the then little-known company spontaneously - the staff of the technical department BlendTec periodically tested blenders strength by placing them in a variety of foreign objects. And once this process saw the director of marketing ... The first task was placing rollers PR, increase brand awareness. It was only after the resounding success of the first movie in the company thinking about the direct monetization of this popularity. Further themes for movies carefully thought through and were selected based on popular search queries (for example, a roller with a figure of Chuck Norris). If you type in Google �Chuck Norris�, BlendTec roller ranked highly enough. Such a high position was made possible due to the large number of comments and discussions of video, one component of which is to succeed Hot Topic (Chuck Norris).


In addition to searching queries in the search of new themes for rollers used and offers visitors to the pages of social networks that they could be sent through a special form. In shows movies on the Internet BlendTec not stop and start the DVD on sale with a selection of the best movies 50ti.
Now the company has a tremendous popularity in the United States. Even in the specialized industrial exhibitions to the stand of suitable visitors are asked to arrange a live demonstration or even line up for autographs to the marketing director George Wright.