bite-sized social webcast: engaging and converting your twitter followers
TRANSCRIPT
Bite-Sized Social:Engaging and Converting Your Twitter Followers
Mark HuertaLead Strategist
@offerpop#BiteSizedSocial
Offerpop Confidential2
TWITTER: QUICK STATS
500 million users 1
140 million monthly active users 2
400 million tweets per day 3
1,750 tweets received per active user per day 4
126 followers per average user 5
Sources:1: MediaBistro, 02/122: Mashable, 03/123: MediaBistro, 06/124: BitDefender, 09/115: Guardian, 06/09
Offerpop Confidential3
TWITTER CAMPAIGNS
Brands use Twitter for many different reasons
How do you create meaningful experiences and effective engagement in 140 characters?
Followers on Twitter want to engage, not just follow.
Shortly after Offerpop’s launch in late 2010, large brands began using the platform to engage their followers. In this example, Offerpop’s Offer app powered Audi’s #ProgressIs Super Bowl campaign in 2011, the first Super Bowl ad to incorporate Twitter.
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FACEBOOK VS. TWITTER CAMPAIGNS
Categories Facebook Twitter
Canvas Page real estate No pages, only 140 characters
Experience In-depth experiences Quick touchpoints
Actions Many social actions Tweeting
Algorithms EdgeRank Timestamp
Guidelines Structured promotional guidelines
Less structured promotional guidelines
FACEBOOK AS A PLATFORM IS ABOUT CONNECTING TO FRIENDS,TWITTER IS ABOUT CONNECTING TO INTERESTS
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TWITTER CAMPAIGN OBJECTIVES
Follower Acquisition (last week)
Follower Engagement (today)
Follower Conversion (today)
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FOLLOWER ENGAGEMENT
Engaged followers will listen to brand messaging
Ask engaging and relevant questions
Mix it up
Include links to visuals and content
RT'ing followers is a fun way to feature them
Funday Monday / I Spy Thursday from Modcloth, a weekly engagement program for the past 18 months, using Offerpop’s Offer app and seeing hundreds of participants per week and over 65,000 new followers.
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FOLLOWER ENGAGEMENT BEST PRACTICES
Create a landing page for your campaign(Offerpop's apps do this automatically!)
House campaign creative, media, legal, and instructions in one place
Regular, recurring, thematic programming
Leverage exclusive contentMTV International leveraged exclusive clips from Beavis & Butthead to promote an upcoming premiere. Participants had to watch the video to find the answer to a daily engaging question to unlock prizes! This campaign generated thousands of video views.
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FOLLOWER ENGAGEMENT BEST PRACTICES
UGC campaigns work on Twitter too!
Keep mobile in mind
Promote your campaigns consistently
Establish a schedule based on your target audience
Skype engaged their Twitter followers by asking them to tell their #SkypeStories, generating hundreds of user testimonials and anecdotes about their products and services.
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FOLLOWER CONVERSION
Run Twitter exclusive sales or promotions, offering coupons or discounts to followers only
Ask for product feedback via Twitter, award fans by sending them samples
Offer a low value prize for a simple action such as a retweet
Lipton Iced Tea ran their National Iced Tea Day promotion using Offerpop’s Viral app. Once the message was retweeted 150 times, all participants received a coupon for a free bottle of iced tea. The deal tipped in minutes.
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FOLLOWER CONVERSION BEST PRACTICES
Consider distributing single-use codes via DM, available in Offerpop Twitter apps!
Keep non-followers from redeeming
Immediate gratification is key – fulfill in real-time with a code or printable coupon
Encourage email acquisition with form fields in a landing pageBarneys New York partnered with Lady Gaga to sell a limited number of
products. Participants followed and tweeted at BarneysNY to unlock early access to an exclusive sale of 100 products, which sold out instantly.
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MULTIPLE OBJECTIVES
In this Fandango example, using Offerpop’s New Follower app, they incentivized users to become new followers to receive a $3 off coupon, driving follower acquisition and customer conversion in a single campaign! This campaign resulted in over 50,000 new followers.
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REAL-TIME REPORTS & METRICS
Once a campaign is launched on Offerpop’s Twitter platform, a real-time report becomes active, tracking relevant metrics
Track reach, virality, timelines around participation, clickthrough links and coupons delivered
All eligible participants and tweets are available in Excel exports
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KEY TAKEAWAYS
Twitter is an effective marketing channel
Engagement requires persistence – develop a schedule
Run Twitter exclusive sales to convert followers into customers
Reports to help track metrics leading to ROI are crucial in measuring success
Questions
Thank you for joining!
Mark HuertaLead Strategist@huertamd
@offerpop#BiteSizedSocial