Comments on: Yves Klein Blue - Calculating Social Media Marketing Reach

By: Stephen Hamilton

Stephen Hamilton — Thu, 23 Jul 2009 07:16:25 +0000

Perhaps (as Luke touched on above), it wasn’t the best medium to reach the desired demographic. Assuming the target demographic is indeed hipster indie kids, then I think Twitter was not a great choice.

The age group who are the largest users of Twitter are apparently over-55’s. Overall, 60% of Twitter users are over-35’s (these tit-bit’s I was told on a recent ‘Twitter for Business’ webinar).

Perhaps most tellingly, a 15 year old with an internship at Morgan Stanley recently had his 15 seconds of fame with the revelation that Twitter is for old people (that is a glib summary, but I stand by it).

I think that the age of the users isn’t the only factor to consider, but it would be an important consideration in my opinion. It comes down to not only reaching your desired audience, but giving them a compelling reason to take the desired action.

By: Andrew Simms

Andrew Simms — Sun, 05 Jul 2009 08:24:55 +0000

Reach has always been a lazy measure. It’s about targeting. Better to spend relatively more $ on relatively fewer (finely-targeted) prospects. That way, you’ll create a different and superior impression in their minds than the competitors who can’t be bothered doing the fine-targeting.

By: Brian Carter

Brian Carter — Fri, 03 Jul 2009 18:15:02 +0000

Ya I think even that calculation of reach is inaccurate, since some people’s followers may overlap, right? Or would you consider multiple exposures to the same person more “reach”?

By: Luke Wallace

Luke Wallace — Fri, 03 Jul 2009 03:42:41 +0000

Having said that, the #Hashtag campaign seems to be working pretty well for #Moonfruit

And I just came across this somewhat similar Twitter #Hashtag marketing app: http://cinematweets.com/

By: Luke Wallace

Luke Wallace — Fri, 03 Jul 2009 03:36:40 +0000

Really good honest summary of the campaign.
It was a slick looking micro-site, easy to use.

I just think the call to action was a little too much of a blatant marketing campaign. “Tweet us and we’ll give you a free song”
I think they could have been a little more covert in the message. Kids are savy as to being used as marketing pawns.

But maybe there aren’t as many hipster indie kids using Twitter as frequently as we may think.

If the application was also built to incorporate Facebook, then I think they could have extended that ‘reach’ much further.

By: Matt Granfield

Matt Granfield — Fri, 03 Jul 2009 02:25:45 +0000

Hey Leon, it’s not really an issue because the campaign was setup so that the tweets happened automatically through the app!

By: Leon

Leon — Fri, 03 Jul 2009 02:21:56 +0000

Did you consider (i’m sure you did) that the name ‘Yves Klein Blue’ is a bit of a tongue twister and fiddly one to spell?

I wonder how many people would consider tweeting, only to refrain because the name was just too complicated to print.

By: Matt Granfield

Matt Granfield — Fri, 03 Jul 2009 01:58:57 +0000

Hi Ben, the link is in there, but thanks all the same!

By: Ben Cooper

Ben Cooper — Fri, 03 Jul 2009 01:14:22 +0000

Hey Matt… you forgot the link http://twitter.yveskleinblue.com/

By: Matt Granfield

Matt Granfield — Fri, 03 Jul 2009 00:58:08 +0000

By the way, I should add that I wasn’t insinuating that traditional ‘reach’ was the metric for success in this campaign, the point was to show that you just can’t trust it.