TNW aka The Next Web did a rather interesting – yet costy – experiment by buying a sponsored tweets by celebrity Paris Hilton for their Amsterdam (Holland) conference. Note that a non-paid tweet by Charlie Sheen a few months ago got them 23,000 page views. But as it seems La Hilton is a lot less adequate when it comes to driving traffic than Sheen. Add to that that a conference is less clickfriendly then the Twitter Counter product that Sheen passed on to his Twitter followers. It’s Twitter after all.
The tweet brought TNW 2,652 visits, with 75% of them being new, and 85% of those visits bouncing. So only 15% of the visitors continued to stay on the site or perhaps purchased a ticket for the conference. Not exactly the traffic you’d expect from 6.5 million followers, and certainly not for $3000.
Is there a conclusion to be made? Not really, since the sponsored ‘product’ was quite different, the outcome was bound to be different. And you have to wonder how many followers of Hilton would go to Holland in the first place and how many followers are actually tech-minded. In short the TNW-team spent their money on the wrong public to start with. Had it been a dutch tech crowd I’m pretty sure the outcome would have been pretty different.