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Bite-sized Social:Growing an Active Twitter Follower Base
Bite-sized Social:Growing an Active Twitter Follower Base
Bite-sized Social:Growing an Active Twitter Follower Base
Bite-sized Social:Growing an Active Twitter Follower Base
Bite-sized Social:Growing an Active Twitter Follower Base
Bite-sized Social:Growing an Active Twitter Follower Base
Bite-sized Social:Growing an Active Twitter Follower Base
Bite-sized Social:Growing an Active Twitter Follower Base
Bite-sized Social:Growing an Active Twitter Follower Base
Bite-sized Social:Growing an Active Twitter Follower Base
Bite-sized Social:Growing an Active Twitter Follower Base
Bite-sized Social:Growing an Active Twitter Follower Base
Bite-sized Social:Growing an Active Twitter Follower Base
Bite-sized Social:Growing an Active Twitter Follower Base
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Bite-sized Social:Growing an Active Twitter Follower Base

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  • 1. Building an Active Follower Baseon TwitterMark HuertaLead 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, 06/092 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 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 touch points Actions Many social actions Tweeting Algorithms EdgeRank Timestamp Structured promotional Less structured Guidelines guidelines promotional guidelines4 Offerpop Confidential
  • 5. TWITTER CAMPAIGN OBJECTIVES Follower Acquisition (today) Follower Engagement (next Friday) Follower Conversion (next Friday)5 Offerpop Confidential
  • 6. FOLLOWER ACQUISITION Tweetstakes – Tweet to participate sweepstakes contests on Twitter Branded landing pages Multiple low-value prizes > one high- value prize Require users to follow you / @mention your brand Diet Pepsi, as part of their New York Fashion Week initiative, turned to Twitter to give away multiple sets of tickets to runway shows. Followers had to tweet @DietPepsi with #NYFW to qualify.6 Offerpop Confidential
  • 7. FOLLOWER ACQUISITION BEST PRACTICES Offer exclusive content or deals to followers only Promote your campaign 2-3 times / day RT and @mention interesting or funny participant responses Embed follow buttons across channels Incentivize for @mentioning friends Modcloth, an online fashion company, runs frequent follower-only promotions by distributing online codes for redemption through Twitter.7 Offerpop Confidential
  • 8. FOLLOWER ACQUISITION BEST PRACTICES Daily / weekly prize giveaways Keep the prize relevant to your brand and followers For retailers: utilize the mobile nature of Twitter with in-store promotionsOnline retailer Bonobos ran hourly holiday Viral campaigns to Run dual-channel promotionsunlock discounts on winter wear. Once a certain RT thresholdwas hit, the deal became active. simultaneously on Facebook and Twitter 8 Offerpop Confidential
  • 9. FAN ACQUISITION THROUGH LIGHTWEIGHT ACTIONS Lower barrier = higher participation Consider lightweight actions Reward users for becoming followers Automatically fulfill incentive via DM –Fandango ran a New Follower campaign, incentivizing newfollowers only with a $3 coupon, fulfilled automatically via DM on coupons or links to exclusive contentTwitter. 9 Offerpop Confidential
  • 10. PARTNER PROGRAMS – DRIVING AWARENESS Your tweets only reach your existing followers Partner with other brands to leverage follower bases Encourage participants to follow partner brand Birchbox, a New York-based social commerce company, runs frequent partner programs using Offerpop’s Offer app to expand their reach and provide value to their brand partners, averaging over 1000 new followers per campaign.10 Offerpop Confidential
  • 11. 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, and timelines around participation All eligible participants and tweets are available in Excel exports11 Offerpop Confidential
  • 12. KEY TAKEAWAYS Twitter is an effective marketing channel Utilize the quick touch point nature Require users to follow your brand to participate Keep your prizes relevant Promote your campaigns frequently Tracking participation and metrics is key12 Offerpop Confidential
  • 13. Join us next Friday, July 27th, for Part 2!Questions
  • 14. Thank you for joining!Mark HuertaLead Strategist@huertamd @offerpop #BiteSizedSocial

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