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7-Eleven is the world’s largest convenience store chain, in both the physical and the digital world. With over 51,000 Twitter followers, they have almost as many people reading their tweets as they have store locations.

And while they undoubtedly need to make a good impression in-store, their social media is of equal importance. Considering that 7-Eleven sells 2,300 fresh sandwiches every hour, 1 million cups of coffee every day, and 100 million hot dogs every year … Well, it looks like their strategy is working.

So why is 7-Eleven’s Twitter presence so strong? It seems they truly understand what consumers are looking for when they click the “Follow” button for a brand.

According to a 2013 Nielsen Twitter Consumer Survey, 55 percent of people who follow brands on Twitter do so simply because they like the brand. 7-Eleven understands that their followers can’t like only the 7-Eleven products, but also the distinct 7-Eleven personality.

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This next tweet works because it shows that 7-Eleven is in touch with what their followers like — in this case, the recently popular “Hot Dogs or Legs” meme. Thirty-four percent of consumers follow brands because they tweet interesting/entertaining content. That 7-Eleven can incorporate popular culture with a reminder to buy a $1 hot dog is a plus.

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Others — 27 percent — want to be able to engage with the brand and provide feedback, and replying in a way that aligns with the brand personality is essential.

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An additional 38 percent want to participate in contests through Twitter, and 7-Eleven is great at using hashtags to generate some friendly competition.

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And, of course, around half want to use Twitter to find out about special offers. Using social media to spread the news about promotions, bundle deals and freebies is a sure way to have followers pay attention.

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Last, another large chunk — 51 percent – want to stay up-to-date with brand news. Making your account a must-follow means sharing information that’s valuable, and more important, exciting … such as surprise visits from NASCAR stars.

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Written by Immediate Consumption

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