A Successful Advertising Strategy over Twitter

Kyota Okubo,Kazumasa Oida

doi:10.5539/cis.v10n3p10

Kyota Okubo, Kazumasa Oida

Open Access

https://doi.org/10.5539/cis.v10n3p10

Copy DOI

Abstract

Large information cascades over online social networks have attracted a great deal of attention. The life times of most cascades are quite short, whereas recent advertising campaigns sometimes generate long-lived ones by employing effective dissemination strategies (instant-win, reminders, etc.). This paper reports one such campaign, YOGUR STAND, on the Twitter network in Japan. The data analysis shows that the campaign popularity has two interesting features. (1) It shows elastic behavior in that the impact of the destructive earthquake on the popularity was quite temporary. (2) It exhibits stationary behavior in that the campaign account gained approximately 2,000 new followers every day.The analysis also demonstrates that there were communities in the campaign participants. The campaign was successful because about 2.4 million Twitter users received the campaign retweets every day and 10-15% of them received the retweets for the first time.

Highlights

Large-scale information cascades on information networks, especially over online social networks (OSNs), have attracted a great deal of attention in many fields
Cascade Structure In order to understand the information cascade of the campaign web page, we investigate from whom each participant received the web page URL for the first time
The destructive Kumamoto earthquake occurred during the YOGUR STAND campaign period

Summary

Introduction

Large-scale information cascades on information networks, especially over online social networks (OSNs), have attracted a great deal of attention in many fields. Viral marketing (Klopper, 2002), a marketing strategy that focuses on spreading product information from person to person through social networks, and various paid services (e.g., Twitter promotion services) make the information diffusion processes even more complex. We report the YOGUR STAND campaign, which adopts a worked-out strategy for disseminating the campaign web page over the Twitter network in Japan. The aim of this paper is (1) to report the details of the campaign so that our work plays an important role in creating effective advertising strategies and (2) to discuss the reason why a long-lived diffusion phenomenon occurred over the Twitter network.

Rel ated Work

Advertising Strategy