Promoted Tweets are only in their infancy, but at least one firm is showing huge gains from trying out the new marketing technique. Zecco, an online brokerage firm, says that in several cases it has achieved between 280% and 300% increases in click-through rates on “hot” topics, especially around content pertaining to BP, according to an article in Online Media Daily.
Zecco taps social media to engage existing users and gain potential customers. The company tweets about specific content and real-time market data, leveraging the Twitter platform to send direct messages alerts to customers about specific stocks. Zecco relies on Twitter Promoted Tweets to realize revenue from contextual ads and conversions on the site through keyword searches.
Zecco targets 35- to-45-year-olds, with $100,000 to $500,000 in investable assets, which gives you an idea about the age demographics and financial status of people tweeting. Zecco’s strategy is to come to the trader – rather than drive the trader to the Web site – to help clients take action, such as trade a stock on the site where they stumble upon content.
Zecco, which supports a community of 350,000, lets community members share stock tips and actual trading transactions. When a member “friends” someone, it gives them access to show the symbols being purchased and sold, along with the overall position of the portfolio. Zecco takes the intelligence of that community and turns it into market data.
