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Case study: AI helped us increase our audience

Posted: 13 September 2017 | By Charlie Moloney

Access AI turned to AI marketing and engagement specialist Primal to help ramp up its Twitter following and drive brand awareness. The results were instant, more than quadrupling in just a few weeks.

The Challenge:

As a start-up with a small marketing team, Access AI were keen to leverage the engagement that could be driven through social media, but lacked the resources to dedicate a huge amount of time to it. Building a social media following from scratch can be a challenge and the company wanted to invest time in attracting the right followers.

Primal’s Twitter Ant solution feeds on the information of Twitter accounts followed by a company, extracting details on their follower’s interests in order to provide them with targeted marketing

“As a start up our resources are stretched across many different marketing activities and responsibilities. We recognise the power of an engaged social following but to build a bot-free, desirable audience takes time.” Darcie Thompson-Fields, Digital Marketing Manager, Access AI.

The company also wanted to increase traffic to its web stories and build a loyal audience in part of its mission to become a dedicated resource on artificial intelligence.

The Solution

Access AI turned to Primal, an AI specialist company founded by individuals from some of world’s leading tech companies, who have created a solution designed to better understand a customer’s interests based on their interactions with social media.  With the ability to read and comprehend any textual object (a tweet, an article, a blog etc) Primal will provide machine-readable semantic data that allows you to act upon the interests of your customers and treat them like individuals.

Access AI has seen a 15% growth week on week in its Twitter following since using Primal’s Twitter Ant and expects the rate to continue

Primal’s Twitter Ant solution feeds on the information of Twitter accounts followed by a company, extracting details on their follower’s interests in order to provide them with targeted marketing– or in the case of Access AI, content they are most likely to hold an interest in at a very high level of specificity. This ensures that the brand using Primal retains an engaged audience and can significantly increase traffic to the chosen content sources.

The Results

Access AI has seen a 15% growth week on week in its Twitter following since using Primal’s Twitter Ant and expects the rate to continue.

As well as increasing following Access AI has also seen an increase in the percentage of web traffic coming from its social media. By sending out content suggestions personalised to an individual user’s behaviour, the company has seen a great increase in positive client response.

Access AI said that it has saved their marketing team significant time when it comes to social media marketing and allowed them to increase time in other areas. The company said that by measuring the response to the content sent out by Primal’s Twitter Ant, it was able to make informed decisions as to what content would resonate well with its audience.

This service truly transcends segment marketing and enables one-to-one relationships at scale

As an example: The Ant employed by Access AI noticed one of its followers has ‘liked’ a tweet about an article featuring Deep Learning and the use of the NeuroBayes algorithm. In response to this action, the Ant ‘tweeted’ that person an article that Access AI had written about other emerging methods of Deep Learning. The follower was so impressed with the proactive serving of highly relevant content, that they both liked and re-tweeted the article. This service truly transcends segment marketing and enables one-to-one relationships at scale.

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