4320:LA(me)

According to the three tweeters, V Australia’s 4320:LA promotion has finished. After looking through all the tweets, I don’t think that this promotion was very successful. Why?

1. No Multimedia tweets on their accounts – every single tweet made by the team were just text with a #4320LA hash tag. To have user interest and involvement, users want to be able to visually experience what is happening with the campaign. Even though images were visible on the associated website, this wasn’t indicated anywhere on their accounts.
2. Vauge, uninteresting tweets – each tweet was a quick statement about where they were. Tweets like ‘Im Not’ with no replies, or references is a bit confusing and doesn’t really make me interested to see what the boys are getting up to next.
3. Minimal promotion when needed – the V Australia team flooded the market when they were looking for the tweeters, but promotions seemed to drop off the face of the planet when they needed it most during the execution of the promotion.
4. They expected people just to follow them – although they did start following people on the inital 4320LA account, they left the other three accounts to their own devices. This only created followers between 119-281 for the other accounts, with each account following noone –  not even each other or the 4320LA account.
5. Using a data intensive flash aggregator – I commend the team on their use of aggregating the tweets on their site – but the website is so data intensive, interested users with low bandwidth would have issues accessing the site.

So how could they make this work better for next time?

• Use Twitpic to post associated pictures with tweets
• Better selection of tweeters – look at past history of tweets to ensure they are continually interesting
• Keep a steady rate of promotions throughout the campaign to ensure continuted interest
• Follow key users (especially followers within the main 4320LA account) to assist with follow-backs
• Allow for a low bandwidth version of the website