@sociomole
sociomole
@sociomole
sociomole
CASE STUDY
Sector: Motor industry
Area of Operation: New and Second Hand Car Sales
Purpose of Assignment
Mercedes of Stoke on Trent offer for sale, a wide range of new and used prestige motor vehicles.
The campaign is targeted to find and engage with Tweeters who are looking to replace their motor
vehicle, irrespective of whether it was a new or second hand vehicle they had in mind.
The search and filter terms used, enabled Sociomole to find those Tweeters where they posted
phrases such as “looking to replace my car” but where that statement was followed by “
wipers/clutch/wheel, etc etc” the system filtered out those tweeters who had a problem with their
car but were not looking to buy a new one as the client was not looking for repair work or to supply
spare parts in this campaign.
Initially the campaign was set up to engage in the three tiers conversation the system can utilise,
however it was quickly established by the Sociomole team that when someone tweets out that
they’re thinking about a new car, they respond to a more direct interaction. The team recognised
that conversation levels were low until they changed the emphasis of the campaign to a single sales
pitch. Once Sociomole had identified a potential customer it sent out a message which directed the
Tweeter to the clients’ web site using the URL, www.mercedesofstoke.co.uk.
Results
The campaign has engaged over the 13 days of the campaign so far, in 45 automated conversations.
From these conversations, 19 potential clients clicked through to the client’s website. This is a
42.22% click through success rate.
The campaign continues with search terms and responses being added regularly as the Sociomole
team refine the campaign based on the Tweets engaged with. As demonstrated above encouraging
results can be achieved in a relatively short period of time.
Conclusion
The assignment demonstrates that by identifying simple phrases which match the client’s potential
audience requirements, immediate interaction can be created with those clients who have what
they perceive to be an urgent need for the product or service being offered. Sociomole, finds those
people who want our clients’ service or product before they’ve thought about making a Google
search or going to Yell.com or similar giving them a head start on their competitors.
42% of those Tweeters the system engaged with followed the link to our clients’ web site surpassing
traditional PPC or SEO expectations.
Sociosciences Limited, 7500 Daresbury Park, Daresbury, WA4 4BS
01928 793 593
info@sociosciences.com
Company Registration No : 08926800
www.sociosciences.com