Wednesday, 16 November 2011

Twitter Stealth Marketing - @girlbehindsix

This Wendy's Twitter promotion is great - although good luck in migrating their fans away from this promotion now that it's over.

This is one of the problems with stealth marketing campaigns on social platforms - I've admired the thinking, but the execution is nearly always poor. It is very easy with the right marketing mix to get a lot of fans and engagement on a certain Twitter account or Facebook page, but then what do you do when the promotion is over?

I've spend a lot of time migrating pages this year, and let me tell you something - it's not easy. If you get at least one percent of the audience to follow you across, then you have done a good job.

Also, following accounts on social platforms is not down to an 'either/or' decision. People aren't going to actively unlike or unfollow a campaign account, they're just going to like or follow the page that you are trying to direct them to - or not.

Remember - whether it's a like or follow, you are still asking people to work. If you are a brand, remember that you are not their friend. You are not at the top of their list of contacts when they change their email address, phone number or address details. By asking them to move accounts, you are asking them to do something that they would only normally do for their friends. If you are doing your job right, you won't just be marketing to sheep that blindly click and share everything you say (although I'm sure that a few Community Managers would prefer it that way), so give them something - a thank you, or even an improvement to what you are offering.


  1. Appreciate the look at our effort, Ben, and the insight on migrating folks to our brand. Also agree on the "work" point-- well stated.

    Getting people to migrate over to our standard Twitter handle really wasn't the point. We wanted to generate some conversation around a new combo number on our menu, and attempt to test the space for future efforts.

    --Brandon Rhoten, Digital Director for Wendy's

  2. Hi Brandon,

    Thanks for taking the time to read the blog - and for clarifying your end goal with the promotion, it makes a lot of sense.

    And it's always good to 'test' a space, so bravo for trying something different. As I said at the outset, I think you've done a great job of building awareness and engaging an audience.



  3. Appreciated! Thanks again for the coverage. And you can catch me on Twitter for any follow-up @brhoten. --Brandon