Does the Hard Sell Work on Social Nets? New Research from Publicis Groupe Suggests Consumers Are Open to Offers amid the Chatter

By Morrissey, Brian | ADWEEK, November 9, 2009 | Go to article overview

Does the Hard Sell Work on Social Nets? New Research from Publicis Groupe Suggests Consumers Are Open to Offers amid the Chatter


Morrissey, Brian, ADWEEK


The conventional wisdom is that brands should mostly concentrate on listening rather than talking in social media. This may not be totally accurate.

Publicis Groupe digital shop Performics has found consumers are actually quite receptive to direct response-style product offers on social networking sites like Facebook. "Companies need to look for ways to do classic push marketing," said Michael Kahn, svp of marketing at Performics.

Performics, which runs performance marketing campaigns, has run efforts through Facebook's sell-service ad platform that are "as effective as search in terms of ROI," according to Kahn. One was a push for T-shirt seller Threadless promoting a sale that performed on par with its search efforts, and resulted in $3 in revenue for every $1 spent on cost-per-click ads.

While Facebook remains the largest and most attractive social platform, others are proving effective at sales. Digg has seen success with direct offers from advertisers like Amazon using its social ads platform that lets users vote on ads. Dell has sold over $3 million worth of goods through its Twitter accounts that feed product offers. @DellOutlet has over 1.3 million followers.

Yet the scale can still appear underwhelming. JetBlue has its own offers feed, @JetBluecheeps, which has only 38,000 followers. That won't stop marketers from fishing where the fish are, according to Kahn.

Performics has run Facebook campaigns for a dozen clients and is advising it on the development of an application programming interface that should allow advertisers to automate campaigns through the system.

The findings show the potential for Facebook to develop a substantial direct response business to complement its more awareness-oriented ad products. …

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