At Soldsie, we were excited to see Starbucks’ new program that would allow users to buy $5 gift cards for their friends by tweeting “@tweetacoffee” and the friend’s Twitter handle. Now, we’re even more intrigued by the data Saif Ajani of Keyhole Blog has compiled: namely, in one month, the program has generated $180,000 in sales.
Over 27,000 unique users bought nearly 37,000 gift cards (34% bought more than one card), and 32% of those purchases happened on the first day. What does this tell us? Well, for one, social commerce works for mompreneurs and big business alike–we think it’s beyond cool that Starbucks has wised up to selling on social media.
For another, it’s a great proof point for the power of commerce on social networks. We see how selling on Facebook, Instagram, or Twitter can lead very direct ROI. Ajani adds that Starbucks now has integrated information about the participants’ Starbucks accounts, Twitter accounts, credit cards, and mobile devices.
“This Starbucks campaign was about a lot more than just $180k in eGift sales,” Ajani writes. “It was about customer understanding, identification and targeting that will help them for a very long time!”