Socialholic

Honesty moment here – when I set up the #KingOfBiscuits poll, I did it purely to try to prove that Custard Creams were great and Rich Tea biscuits deserve to be banned. It all came about because of a discussion with the people at my favourite deli, Oliva’s in Topsham (you should go there, it’s lovely!).

Anyway, in an online poll that was open for around 30 hours, I asked “Which biscuit would you crown King of Biscuits?” and the results were as follows:

Chocolate Digestive (Milk) 15%

Custard Cream 14%

Hobnob 11%

Bourbon 10%

Hobnob (chocolate) 7%

Ginger Nut 6%

Jaffa Cake 6%

Rich Tea 5%

Other 5%

Chocolate Digestive (Plain) 4%

Shortbread 4%

Garibaldi 3%

Jammy Dodger 3%

Party Ring 3%

Oreo 2%

Digestive 1%

Nice 1%

Shortcake 1%

Viennese Whirl 1%

Cookie (any) 0%

I think you can see that this proves, if nothing else, that that Rich Teas are much more rubbish than Custard Creams. That’s scientific fact now.

But I give you the King of Biscuits 2011 – The Milk Chocolate Digestive!

THE END

…

Except it isn’t.

I couldn’t help but take a look through the stats surrounding the #KingOfBiscuits poll. So, here are some stats (forgive the rounding):

Approximately 70,000 tweet impressions were created containing the #KingOfBiscuits tag.

Tweets including #KingOfBiscuits reached approximately 21,000 people (during the poll – not including post poll discussion).

Votes cast were 102.

This gives us a click thru rate (CTR)* in excess of 4.85%. Average CTRs on tweets tend to peak around the 2.5% mark for a good tweet (I’m not talking about my tweets here but an industry standard). Of course, there are anomalies for particularly targetted campaigns but, as a rule, CTRs over 2.5% are rare.

So, what have we learnt? We have learnt that a carefully crafted campaign using good hashtags can spur people into action. Or maybe that people care a lot about biscuits.

Most of all, we have learnt that Rich Tea are rubbish and Custard Creams are fab.

All Hail The Custard Cream!

*Although we are talking about CTRs here, our 4.85% is actually a tweet-to-action rate. This is normally much lower than the CTR as people do often click links without ‘doing’ the thing they are asked to do.