Marketing via Twitter: the case of Banesto and @ EspirituGanador

Banesto was the first Spanish company to which I could see using Twitter advertising formats such as Promoted Accounts (Promoted Accounts) and promoted Tweets (Promoted Tweets), two of the three offered by Twitter advertising at this time along with the topics Promoted Moment (Promoted Trending Topics).

Banesto see in this area I was particularly surprising being undoubtedly one of the largest financial institutions in this regard proactive in maintaining the presence and explore new social media formats (these are the most active bank in Facebook , where are now about to reach the fifty thousand followers), so I thought it likely that level of proactivity would be accompanied with an appropriate level of openness in data sharing. Since I've spent many years as Professor of IE Business School to provide training on these issues at the center of Cercedilla , knew the right people at that address, so I asked some dimensions on the campaign and its efficiency. The result, as originally supposed, has been full disclosure.

Let the data: it was a joint action to celebrate Facebook Twitter-twenty-five thousand fans on Facebook page " Banesto Winning Spirit , "which today has almost doubled that figure. The comment was an action short story contest limited to one hundred forty characters in the account @ EspirituGanador on Twitter. The entire action took place between 10 and 27 March 2011, with an evolution in Twitter account that went from 37 to 2038 followers, with a time of year ten days and four days of actions promoted (24 to March 27). @ EspirituGanador account was the first Spanish bank account to try this type of tool, launched by Twitter in April 2010 and considered still in beta.

The results are as follows: by Account Promoted obtained 283,665 impressions, 1,034 followers and 2246 profile visits, with global segmentation (24 and 25 March, get 702 followers) and segmentation Spain (25-27 March 338 new followers). Promoted by the Tweets are achieved tweet 1,996 prints shown in the illustration. The engagement of @ EspírituGanador (ratio to measure the success of the action as Twitter, calculated as the amount of clicks, and direct messages retweets divided by the total number of prints) was 5.3% for a normal average estimated Twitter between 1% and 3%. The after-action Promoted Account scored until the 13th of April, a total of 600,000 impressions and 850 new followers.

These data, published the first of its kind in our country, can begin to assess the kind of response we can expect from the marketing tools that Twitter is being launched relating to their activities. There are data from other campaigns with these tools for advertisers published Virgin Atlantic or Red Bull , as Disney-Pixar on Toy Story 3 or some other pioneering brands , but these are the first experienced by a Spanish brand. My thanks to Banesto and Wallace Tower transparency in this respect and the ability to publish and dispose of them for study.