On May 22nd, Twitter announced the beta launch of a new Twitter card, the Lead Generation Card, which will enable lead capture within a Promoted Tweet. The Lead Generation Card is part of Twitter’s larger agenda to build opportunities for deeper engagement within Tweets themselves, rather than driving users off the platform. In this POV paper Resolution Media looks at the opportunities for brands.

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Resolution POV: Twitter Announces Lead Generation Card
May 2013
Background
On May 22nd, Twitter announced the beta launch of a new Twitter card, the Lead
Generation Card, which will enable lead capture within a Promoted Tweet. The Lead
Generation Card is part of Twitter’s larger agenda to build opportunities for deeper
engagement within Tweets themselves, rather than driving users off the platform.
How it Works
Twitter cards are a way to add additional content to a tweet — such as a video,
article excerpt or photo — which can be seen when a user expands the tweet.
The Lead Generation Card features a
lead capture form when the tweet is
expanded. To streamline the signup
process, the @username and email
address associated with the Twitter
account automatically populated in
the form (currently, these are the only
pieces of information that can be
collected). All the user must do is a
click a button with customizable text
in order to submit their information.
The form can be built directly within
the Twitter advertising interface prior
to creating a Promoted Tweet
campaign. As part of the creation
process, advertisers must provide
specific information such as the URLs
to which your leads will be submitted
as well as a fallback URL. There are
also additional options, such as a key
name, custom hidden data values,
and more.
Once the campaign setup has been completed and campaigns launched, any
further communication by the brand or advertiser after lead collection will take place

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over email; currently the lead capture functionality does not allow retargeting on
Twitter.
Resolution POV:
The Lead Generation Card will likely bring new direct-response focused advertisers to
Twitter who in the past may have been hesitant to use the platform due
measurement limitations. It will also be a boon to existing advertisers looking to
create new use cases for the platform and drive deeper engagement with
consumers beyond the tweet.
Potential Use Cases:
· The form could be used for contests or sweepstakes, providing the first
opportunity for advertisers to capture entries within the platform.
· Instead of revealing coupon codes in the body of a tweet, advertisers could
compel email sign-up to receive the promotion.
· Advertisers using Twitter for awareness can now capture emails of consumers
interested in learning more about their product at an earlier stage.
· One exciting advantage of this form is that advertisers should be able to use
the emails they collect on Twitter to retarget via Facebook custom audiences.
Many advertisers are not sure their existing email lists are compliant to use on
Facebook, but language can be inserted into the privacy policy of the
Promoted Tweet to call out permission to re-use for social advertising.
· If Twitter decides to offer an email retargeting option or custom audience
capabilities, these emails would be usable for that as well.
Streamlining the lead-collection flow to a single click within a tweet will likely result in
strong response and conversion rates. And while advertisers are currently limited to
collecting emails and Twitter handles only, Twitter would do well to expand the scope
of information that can be captured. Allowing for custom fields, for instance, would
enhance the usability of the unit for advertisers looking to drive inline job applications,
membership sign-ups, and much more.
Currently the Lead Generation card is only available to managed advertisers.

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Summary
The Lead Generation Twitter Card will allow advertisers to have an even more
multifaceted experience with Twitter. With some simple setup, advertisers will be able
to easily collect leads directly through Twitter. This can be used in a multitude of
ways, including sweeps entries, coupon distribution and requests for information.
Although the product can currently only collect Twitter handle and email address, it is
certainly possible that the product could be amended in the future to include other
custom fields.
For more information, visit the resources below:
· http://advertising.twitter.com/2013/05/Capture-user-interest-with-the-Lead-
Generation-Card.html
· https://dev.twitter.com/docs/cards
For information about Resolution in Asia Pacific
Visit our website: www.resolutionmedia.com.
Get in touch: asiainfo@resolutionmedia.com