Bite-Sized Social:Engaging and Converting Your Twitter Followers

Mark HuertaLead Strategist

@offerpop#BiteSizedSocial

Offerpop Confidential2

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, 02/122: Mashable, 03/123: MediaBistro, 06/124: BitDefender, 09/115: Guardian, 06/09

Offerpop Confidential3

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.

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FACEBOOK VS. TWITTER CAMPAIGNS

Categories Facebook Twitter

Canvas Page real estate No pages, only 140 characters

Experience In-depth experiences Quick touchpoints

Actions Many social actions Tweeting

Algorithms EdgeRank Timestamp

Guidelines Structured promotional guidelines

Less structured promotional guidelines

FACEBOOK AS A PLATFORM IS ABOUT CONNECTING TO FRIENDS,TWITTER IS ABOUT CONNECTING TO INTERESTS

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TWITTER CAMPAIGN OBJECTIVES

Follower Acquisition (last week)

Follower Engagement (today)

Follower Conversion (today)

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FOLLOWER ENGAGEMENT

Engaged followers will listen to brand messaging

Ask engaging and relevant questions

Mix it up

Include links to visuals and content

RT'ing followers is a fun way to feature them

Funday Monday / I Spy Thursday from Modcloth, a weekly engagement program for the past 18 months, using Offerpop’s Offer app and seeing hundreds of participants per week and over 65,000 new followers.

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FOLLOWER ENGAGEMENT BEST PRACTICES

Create a landing page for your campaign(Offerpop's apps do this automatically!)

House campaign creative, media, legal, and instructions in one place

Regular, recurring, thematic programming

Leverage exclusive contentMTV International leveraged exclusive clips from Beavis & Butthead to promote an upcoming premiere. Participants had to watch the video to find the answer to a daily engaging question to unlock prizes! This campaign generated thousands of video views.

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FOLLOWER ENGAGEMENT BEST PRACTICES

UGC campaigns work on Twitter too!

Keep mobile in mind

Promote your campaigns consistently

Establish a schedule based on your target audience

Skype engaged their Twitter followers by asking them to tell their #SkypeStories, generating hundreds of user testimonials and anecdotes about their products and services.

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FOLLOWER CONVERSION

Run Twitter exclusive sales or promotions, offering coupons or discounts to followers only

Ask for product feedback via Twitter, award fans by sending them samples

Offer a low value prize for a simple action such as a retweet

Lipton Iced Tea ran their National Iced Tea Day promotion using Offerpop’s Viral app. Once the message was retweeted 150 times, all participants received a coupon for a free bottle of iced tea. The deal tipped in minutes.

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FOLLOWER CONVERSION BEST PRACTICES

Consider distributing single-use codes via DM, available in Offerpop Twitter apps!

Keep non-followers from redeeming

Immediate gratification is key – fulfill in real-time with a code or printable coupon

Encourage email acquisition with form fields in a landing pageBarneys New York partnered with Lady Gaga to sell a limited number of

products. Participants followed and tweeted at BarneysNY to unlock early access to an exclusive sale of 100 products, which sold out instantly.

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MULTIPLE OBJECTIVES

In this Fandango example, using Offerpop’s New Follower app, they incentivized users to become new followers to receive a $3 off coupon, driving follower acquisition and customer conversion in a single campaign! This campaign resulted in over 50,000 new followers.

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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, timelines around participation, clickthrough links and coupons delivered

All eligible participants and tweets are available in Excel exports

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KEY TAKEAWAYS

Twitter is an effective marketing channel

Engagement requires persistence – develop a schedule

Run Twitter exclusive sales to convert followers into customers

Reports to help track metrics leading to ROI are crucial in measuring success

Questions

Thank you for joining!

Mark HuertaLead Strategist@huertamd

@offerpop#BiteSizedSocial