Bite-Sized Social:Engaging and Converting Your Twitter FollowersMark HuertaLead Strategist                                ...
TWITTER: QUICK STATS                            500 million users 1                            140 million monthly active ...
TWITTER CAMPAIGNS                            Brands use Twitter for many different reasons                            How ...
FACEBOOK VS. TWITTER CAMPAIGNSFACEBOOK AS A PLATFORM IS ABOUT CONNECTING TO FRIENDS,TWITTER IS ABOUT CONNECTING TO INTERES...
TWITTER CAMPAIGN OBJECTIVES                            Follower Acquisition (last week)                            Followe...
FOLLOWER ENGAGEMENT                                                              Engaged followers will listen to brand   ...
FOLLOWER ENGAGEMENT BEST PRACTICES                                                         Create a landing page for your ...
FOLLOWER ENGAGEMENT BEST PRACTICES                                                               UGC campaigns work on Twi...
FOLLOWER CONVERSION                                                                         Run Twitter exclusive sales or...
FOLLOWER CONVERSION BEST PRACTICES                                                                        Consider distrib...
MULTIPLE OBJECTIVESIn this Fandango example, using Offerpop’s New Follower app, theyincentivized users to become new follo...
REAL-TIME REPORTS & METRICS                             Once a campaign is launched on                             Offerpo...
KEY TAKEAWAYS                             Twitter is an effective marketing channel                             Engagement...
Questions
Thank you for joining!Mark HuertaLead Strategist@huertamd                               @offerpop                         ...
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Bite-Sized Social Webcast: Engaging and Converting Your Twitter Followers

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Bite-Sized Social Webcast: Engaging and Converting Your Twitter Followers

  1. 1. Bite-Sized Social:Engaging and Converting Your Twitter FollowersMark HuertaLead Strategist @offerpop #BiteSizedSocial
  2. 2. 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, 02/12 2: Mashable, 03/12 3: MediaBistro, 06/12 4: BitDefender, 09/11 5: Guardian, 06/092 Offerpop Confidential
  3. 3. 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.3 Offerpop Confidential
  4. 4. FACEBOOK VS. TWITTER CAMPAIGNSFACEBOOK AS A PLATFORM IS ABOUT CONNECTING TO FRIENDS,TWITTER IS ABOUT CONNECTING TO INTERESTS Categories Facebook Twitter No pages, only 140 Canvas Page real estate characters Experience In-depth experiences Quick touchpoints Actions Many social actions Tweeting Algorithms EdgeRank Timestamp Structured promotional Less structured Guidelines guidelines promotional guidelines4 Offerpop Confidential
  5. 5. TWITTER CAMPAIGN OBJECTIVES Follower Acquisition (last week) Follower Engagement (today) Follower Conversion (today)5 Offerpop Confidential
  6. 6. FOLLOWER ENGAGEMENT Engaged followers will listen to brand messaging Ask engaging and relevant questions Mix it up Include links to visuals and content RTing followers is a fun way to feature themFunday Monday / I Spy Thursday from Modcloth, a weeklyengagement program for the past 18 months, using Offerpop’sOffer app and seeing hundreds of participants per week andover 65,000 new followers. 6 Offerpop Confidential
  7. 7. FOLLOWER ENGAGEMENT BEST PRACTICES Create a landing page for your campaign (Offerpops 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 fromBeavis & Butthead to promote an upcoming premiere.Participants had to watch the video to find the answerto a daily engaging question to unlock prizes! Thiscampaign generated thousands of video views. 7 Offerpop Confidential
  8. 8. 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 audienceSkype engaged their Twitter followers by asking them to telltheir #SkypeStories, generating hundreds of usertestimonials and anecdotes about their products andservices. 8 Offerpop Confidential
  9. 9. 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 retweetLipton Iced Tea ran their National Iced Tea Day promotion usingOfferpop’s Viral app. Once the message was retweeted 150 times, allparticipants received a coupon for a free bottle of iced tea. The dealtipped in minutes. 9 Offerpop Confidential
  10. 10. 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 formBarneys New York partnered with Lady Gaga to sell a limited number of fields in a landing pageproducts. Participants followed and tweeted at BarneysNY to unlockearly access to an exclusive sale of 100 products, which sold outinstantly. 10 Offerpop Confidential
  11. 11. MULTIPLE OBJECTIVESIn this Fandango example, using Offerpop’s New Follower app, theyincentivized 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.11 Offerpop Confidential
  12. 12. 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 exports12 Offerpop Confidential
  13. 13. 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 success13 Offerpop Confidential
  14. 14. Questions
  15. 15. Thank you for joining!Mark HuertaLead Strategist@huertamd @offerpop #BiteSizedSocial

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