I just spoke in some detail with Dylan Fuller who is behind the “Cheers to Social Media” UK social media case study that I referred to earlier today. To refresh your recollection, Dylan and a colleague were promoting a small beer festival sponsored by a local business just outside London, about a 10 minute train ride from Victoria Station.
They used Eventbrite for the registration and pointed to the Eventbrite site with their social media promotion. They began promoting the event online about a month before the scheduled date. There was limited space so they didn’t want to have too many people but there was also concern about getting enough people to the event outside the city. They initially released 500 tickets and then subsequent batches of roughly 100 each. In the end they exceeded their goals and had about 1,350 people in total attendance.
Here’s the really interesting part . . . Fuller said that the owner’s internal email list drove roughly half the registrations/ticket sales. The other half were from Twitter and Facebook promotion. In this case Fuller said that they got 23 attendees (twenty three) based on their Facebook promotion and more than 600 (six hundred) from Twitter. Fuller told me that retweets were approaching 10X for each tweet they put out. Among other things, they discussed the types of beer varieties that would be a the festival and were generally thoughtful about the content they presented on Twitter.
Let’s be careful about generalizing, notwithstanding my inflammatory headline, but in this case Twitter was dramatically more effective as a promotional tool.