1. Bite-Sized Social:
Engaging and Converting Your Twitter Followers
Mark Huerta
Lead Strategist
@offerpop
#BiteSizedSocial

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, 06/09
2 Offerpop Confidential

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. FACEBOOK VS. TWITTER CAMPAIGNS
FACEBOOK 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 guidelines
4 Offerpop Confidential

5. TWITTER CAMPAIGN OBJECTIVES
Follower Acquisition (last week)
Follower Engagement (today)
Follower Conversion (today)
5 Offerpop Confidential

6. 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.
6 Offerpop Confidential

7. 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 content
MTV 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.
7 Offerpop Confidential

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
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.
8 Offerpop Confidential

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 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.
9 Offerpop Confidential

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 form
Barneys New York partnered with Lady Gaga to sell a limited number of fields in a landing page
products. Participants followed and tweeted at BarneysNY to unlock
early access to an exclusive sale of 100 products, which sold out
instantly.
10 Offerpop Confidential

11. 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.
11 Offerpop Confidential

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 exports
12 Offerpop Confidential

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 success
13 Offerpop Confidential

14. Questions

15. Thank you for joining!
Mark Huerta
Lead Strategist
@huertamd
@offerpop
#BiteSizedSocial