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SMX Social: Up Close with Twitter Cards

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On November 20th, I spoke on a Twitter Cards panel with Courtney Seiter and Michelle Stinson-Ross! Here's my part of the presentation, which includes setting up Twitter Cards for your website and basic Twitter Ads setup.

To see the full presentation with Twitter Cards examples and analytics to track, visit: http://www.slideshare.net/SearchMarketingExpo

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SMX Social: Up Close with Twitter Cards

  1. 1. Up Close With Twitter Cards Twi$er'Cards'Setup' Courtney Seiter | Monique Pouget | Michelle Stinson Ross l 11.20.14
  2. 2. WEBSITE SETUP @courtneyseiter | @MoniqueTheGeek | @SocialMichelleR 1
  3. 3. Twitter Cards Setup: Steps 1. CHOOSE A CARD TYPE YOU WANT TO IMPLEMENT 2. ADD THE META TAGS (MARKUP) TO YOUR PAGE 3. RUN URL AGAINST THE VALIDATOR TOOL FOR APPROVAL 4. TWEET URL AND CONFIRM THE CARD APPEARS 5. USE TWITTER CARD ANALYTICS TO MEASURE RESULTS @courtneyseiter | @MoniqueTheGeek | @SocialMichelleR https://dev.twitter.com/cards/overview
  4. 4. Twitter Cards Setup: Website Markup ADD THE APPROPRIATE META TAGS TO YOUR WEBSITE. THESE WILL VARY DEPENDING ON YOUR CARD CHOICE. @courtneyseiter | @MoniqueTheGeek | @SocialMichelleR https://dev.twitter.com/cards/getting-started
  5. 5. Twitter Cards Setup: WP Plugins USING “SUMMARY WITH LARGE IMAGE” OR “SUMMARY” CARDS? THERE’S A WP PLUGIN FOR THAT! @courtneyseiter | @MoniqueTheGeek | @SocialMichelleR https://dev.twitter.com/cards/cms-integration
  6. 6. Twitter Cards Setup: Validation AFTER ADDING THE MARKUP MANUALLY OR THROUGH A PLUGIN, YOU NEED TO RUN YOUR WEBSITE THROUGH THE TWITTER CARDS VALIDATOR. @courtneyseiter | @MoniqueTheGeek | @SocialMichelleR https://cards-dev.twitter.com/validator
  7. 7. TWITTER ADS @courtneyseiter | @MoniqueTheGeek | @SocialMichelleR 2
  8. 8. Twitter Ads: Clicks vs. Leads Website Clicks Twitter Card User Goes to Landing Page @courtneyseiter | @MoniqueTheGeek | @SocialMichelleR
  9. 9. Twitter Ads: Clicks vs. Leads Lead Generation Twitter Card User Stays on Twitter @courtneyseiter | @MoniqueTheGeek | @SocialMichelleR
  10. 10. Twitter Cards: Clicks vs. Leads @courtneyseiter | @MoniqueTheGeek | @SocialMichelleR AD ELEMENTS WEBSITE CLICKS OR CONVERSIONS CARDS LEAD GENERATION CARDS Campaign / Card Name X X Customizable Start Dates X X Website Conversion Tracking X CRM Integration X Bold Text 70 character “Headline” 50 character “Short description” Website URL X Fallback webpage for unsupported devices / apps Image Size 800 x 320px 800 x 200px* with important content In the 540 x 140px region Call to Action Button Select from 6 options Create your own Privacy Policy X Target by Keywords, interests & Followers, Television, OR X X Tailored Audiences Target By Location X X *Twitter says the size for Twitter Lead Generation Cards is 800 x 200px, but the display portion is actually 540 x 140px
  11. 11. SETUP TIPS @courtneyseiter | @MoniqueTheGeek | @SocialMichelleR 3
  12. 12. Setup Tips: Targeting @courtneyseiter | @MoniqueTheGeek | @SocialMichelleR • KEYWORDS – Catch people talking about something “in the moment” like events, conferences, or movies. – Make sure your audience is using keywords, or reach and conversions will be low. • USERNAMES / INTERESTS – Who do you want to reach? Who do they follow? – What types of things are they interested in? – Usernames that perform more “successfully” receive more impressions. Tread lightly.
  13. 13. Setup Tips: Personal Experience • TARGET 10-25 USERNAMES WITH VARYING NUMBERS OF FOLLOWERS. RELEVANCY IS KEY. • IF YOUR AUDIENCE FALLS INTO MULTIPLE GROUPS, TARGET SEPARATELY IN DIFFERENT CAMPAIGNS. • PREPARE 3-6 VERSIONS OF YOUR TWITTER AD TWEETS. • AVOID HASHTAGS OR USERNAMES IN TWITTER AD COPY. FOCUS ON ONE PIECE OF CLICKABLE CONTENT. • INCLUDE A BUTTON WITHIN YOUR TWITTER CARD VISUAL, EVEN IF IT’S NOT TECHNICALLY CLICKABLE. • TEST. ANALYZE. REPEAT. @courtneyseiter | @MoniqueTheGeek | @SocialMichelleR
  14. 14. Setup Tips: CRM Integration SET UP CRM ENDPOINT INTEGRATION TO KEEP TRACK OF TWITTER LEADS FROM LEAD GENERATION CARDS. @courtneyseiter | @MoniqueTheGeek | @SocialMichelleR http://bit.ly/1t7qryr
  15. 15. Q & A DOWNLOAD MICHELLE STINSON ROSS @courtneyseiter | @MoniqueTheGeek | @SocialMichelleR COURTNEY SEITER Head of Content Marketing Buffer courtney@bufferapp.com Social Marketing Manager Offers.com MONIQUE POUGET michelle.stinsonross@offers.com Director of Marketing ThunderActive monique@thunderactive.com this presentation: bit.ly/smxsocialtwittercards

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