This research clearly demonstrated that there is a positive link between a brand having an interactive Twitter presence and customer feelings towards a brand. Because @Target used Twitter for customer service, other people could see these interactions, creating positive sentiment. By interacting and using Promoted Tweets, @Target was able to take lapsed and infrequent shoppers and increase their shopping intent considerably. Finally, by leveraging Twitter, @Target increased brand love by 11% (according to a Nielsen survey) and turned its customer service into creating more satisfied users.*
Phase 1: Twitter Insiders Study
- What is Twitter Insiders? Twitter Insiders is a private online community of ~7,000 multicultural Twitter users in the US aged 16+, split across 3 rooms
- Activities: Users first engaged in a ‘Mad Libs’ discussion about the last brand they connected with on social media, what they enjoyed about the experience and why.
Target shoppers then took a survey to evaluate examples of past Target organic guest interactions on Twitter, and its impact on their perception of the brand (key metrics: brand affinity, shopping intent, and brand recommendation).
- Source: Twitter Insiders + DAN, Guest Engagement Research, November 2016; N = 430 users who shop at Target
Phase 2: Nielsen Brand Study
- What is a Brand Study? Measures the impact of Promoted Tweet campaigns on brand metrics such as Awareness, Association, Favorability, Purchase Intent, and Advocacy. Measures survey responses from “control” and “exposed” groups across mobile + desktop
- Source: Nielsen Brand Study for Target, November 2016; *Statistically significant different at a 90% confidence level against the control group