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Up Close With Twitter Cards Twi$er'Cards'Setup'
Courtney Seiter | Monique Pouget | Michelle Stinson Ross l 11.20.14
@courtneyseiter | @MoniqueTheGeek | @SocialMichelleR
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
https://dev.twitter.com/cards/overview
@courtneyseiter | @MoniqueTheGeek | @SocialMichelleR
Twitter Cards Setup: Website Markup
ADD THE APPROPRIATE META TAGS TO YOUR WEBSITE. THESE WILL VARY DEPENDING ON YOUR CARD CHOICE.
https://dev.twitter.com/cards/getting-started
@courtneyseiter | @MoniqueTheGeek | @SocialMichelleR
Twitter Cards Setup: WP Plugins
USING “SUMMARY WITH LARGE IMAGE” OR “SUMMARY” CARDS? THERE’S A WP PLUGIN FOR THAT!
https://dev.twitter.com/cards/cms-integration
@courtneyseiter | @MoniqueTheGeek | @SocialMichelleR
Twitter Cards Setup: Validation
AFTER ADDING THE MARKUP MANUALLY OR THROUGH A PLUGIN, YOU NEED TO RUN YOUR WEBSITE THROUGH THE TWITTER CARDS VALIDATOR.
https://cards-dev.twitter.com/validator
@courtneyseiter | @MoniqueTheGeek | @SocialMichelleR
Twitter Ads: Clicks vs. Leads
Website Clicks Twitter Card User Goes to Landing Page
@courtneyseiter | @MoniqueTheGeek | @SocialMichelleR
Twitter Ads: Clicks vs. Leads
Lead Generation Twitter Card User Stays on Twitter
@courtneyseiter | @MoniqueTheGeek | @SocialMichelleR
Twitter Cards: Clicks vs. Leads 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 Tailored Audiences
X X
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
@courtneyseiter | @MoniqueTheGeek | @SocialMichelleR
Setup Tips: Targeting
• 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.
@courtneyseiter | @MoniqueTheGeek | @SocialMichelleR
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
Setup Tips: CRM Integration
http://bit.ly/1t7qryr
SET UP CRM ENDPOINT INTEGRATION TO KEEP TRACK OF TWITTER LEADS FROM LEAD GENERATION CARDS.
@courtneyseiter | @MoniqueTheGeek | @SocialMichelleR
COURTNEY SEITER
Head of Content Marketing Buffer
Social Marketing Manager Offers.com
MONIQUE POUGET
MICHELLE STINSON ROSS
Director of Marketing ThunderActive
Q & A DOWNLOAD this presentation:
bit.ly/smxsocialtwittercards