Evently Case Study – Butterfly Social Events and Twitter

 

In a new feature for the Evently blog we take a look at some of the people already using Evently and the different ways they’re taking advantage of the tools to optimise their online marketing. In this first edition we’re looking at how Evently’s social media tools can prove effective as part of a wider campaign.

 

Every Evently user gets unlimited access to our Twitter and Facebook tools, but while some may see them as secondary additions to their email campaigns or events broadcasting; they can be powerful marketing tools in their own right and form part of your wider marketing through Evently’s simple interface.

For a free demo of what Evently is capable of get in touch with the team here.

Who? Paula Fagan, MD at Butterfly Social Events

Butterfly Social Events™ is a stylish London social club offering a wide range of friendly social activities and cultural events in and around London.

Why was Paula using Twitter?

Butterfly Social Events has been using Evently for 6 months and has been using its Social Media tools to reach new audiences. When shown a demo of our service, Paula knew instantly that being able to schedule tweets on Twitter with Evently was a great additional tool  for promoting Butterfly Social Events, and signed up a couple of weeks before her Evently account went live. The ability to shorten links through Evently and gain maximum exposure via #hashtags were both significant factors.

What happened?

Butterfly Social Events used Evently to schedule tweets about a competition to win an Amazon Kindle. The competition ran for a month and was a roaring success. The entrants were directed to the Butterfly Social Events website and their email addresses collected.

They used the hashtags #competition and #win – attracting people looking for competitions, gaining the interest of existing followers and generating buzz seen by the wider network of connections, particularly through retweets by competition groups. This meant massive exposure of the brand to potential clients not immediately visible to Butterfly Social Events.

These 3 different levels of connections retweeted the competition tweets; and the mentions were collected in Evently – a direct sign that their social media usage was creating a buzz and sending people to their website with a shortened URL.

“Evently has proved to be a very useful tool for Butterfly Social Events. As well as using the Email and Events modules regularly, we were particularly pleased with the results of our recent Win a Kindle Competition where we used Evently’s Social Media tools to support a very successful Twitter campaign.”

- Paula Fagan, MD of Butterfly Social Events

 

The result:
With a popular #hashtag like #competition it can seem like your tweets are still getting lost in the fog, but Paula persevered and soon competition groups picked up the thread and encouraged their followers to retweet the competition to spread the word. As you can see on our infobox this meant an enormous amount of interest for a new venture.

It’s of course difficult to know how many of the competition entrants will prove to be Butterfly Social Events’ clients in the long term, but with a new venture Paula was mainly aiming for brand exposure, and boy did she get it.

What we would suggest next:

Butterfly Social Events have been using the hashtags #competition and #win to promote their competitions and draw in new clients, so why not add their own hashtag as well like #butterflysocialevents to use their competiton to get a topic trending that is unique to their brand as well as continuing to attract people interested in competitions.

With the advent of Promoted Tweets and Promoted Trends the value of having your brand trending on Twitter is clear, and big companies are increasingly prepared to pay for the privelege.