This document provides strategies for building an active follower base on Twitter. It discusses using Twitter campaigns to drive follower acquisition and engagement. Some key tactics include running tweetstakes contests that require users to follow your brand to participate, promoting exclusive content or deals for followers, and incentivizing users to mention friends. Tracking metrics in real-time reports is also important for measuring campaign success. The document advocates keeping campaigns relevant, promoting them frequently, and leveraging partner programs to expand reach. The overall message is that Twitter allows quick engagement, so brands should focus on lightweight actions and regularly rewarding users for following.

1. Building an Active Follower Base
on Twitter
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 touch points
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 (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 promotions
Online retailer Bonobos ran hourly holiday Viral campaigns to
Run dual-channel promotions
unlock discounts on winter wear. Once a certain RT threshold
was 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 new
followers only with a $3 coupon, fulfilled automatically via DM on coupons or links to exclusive content
Twitter.
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 exports
11 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 key
12 Offerpop Confidential

13. Join us next Friday, July 27th, for Part 2!
Questions

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