up close with twitter cards: examples, set up, & analytics

Up Close With

Twitter CardsExamples, Setup & Analytics

Courtney Seiter | Monique Pouget | Michelle Stinson Ross l 11.20.14

Part 1:

What Are Twitter

Cards & How

Can I Use Them?Courtney Seiter

@courtneyseiter | @MoniqueTheGeek | @SocialMichelleR

CARD

BASICS

1

@courtneyseiter | @MoniqueTheGeek | @SocialMichelleR

“Twitter cards are… creating

new opportunities to build

engaging experiences into

Twitter.”

-Michael Sippey, Twitter

Card Basics: Origin

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• FAMILIAR

• MULTIMEDIA

• CONTAINED

• PORTABLE

• CONSISTENT

Card Basics: Psychology

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CONTENT

CARDS

2

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Content Cards: Summary

Headline

Summary

Thumbnail

CTA

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Content Cards: Photo Summary

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PHOTO

CARDS

3

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Photo Cards: Single Photo

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Photo Cards: Gallery

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MULTI

MEDIA

CARDS

4

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Multimedia Cards: Product

Image

Title

Description

2 key

details

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Multimedia Cards: Player

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Multimedia Cards: Audio

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Multimedia Cards: App

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ACTION

DRIVER

CARDS

5

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Card Types: Lead Generation

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Card Types: Website

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FUTURE

CARDS!

6

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Future Cards: Burberry

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Future Cards: Acura

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Card specs, dimensions & more:

bit.ly/cards-guide

Part 2:How To Set Up Your Twitter Cards

Monique Pouget

@courtneyseiter | @MoniqueTheGeek | @SocialMichelleR

WEBSITE SETUP

1

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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

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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

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TWITTER ADS

2

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Twitter Ads: Clicks vs. Leads

Website Clicks Twitter Card User Goes to Landing Page

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Twitter Ads: Clicks vs. Leads

Lead Generation Twitter Card User Stays on Twitter

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Twitter Cards: Clicks vs. Leads

AD ELEMENTSWEBSITE 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 XFallback webpage for unsupported

devices / apps

Image Size 800 x 320px800 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

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SETUP TIPS

3

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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.

Part 3:

How To Measure

Success With

Twitter CardsMichelle Stinson-Ross

@courtneyseiter | @MoniqueTheGeek | @SocialMichelleR

METRICS TO

MEASURE

SUCCESS

1

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KPI TO

RULE

THE

WORLD

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In Twitter: Engagement

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In Twitter: Engagement

• BRAND AWARENESS

– Do your cards generate favorites and replies?

• MESSAGE AMPLIFICATION

– Are your cards getting retweeted?

– Are you gaining organic impressions?

• LINK CLICKS

– Are people clicking through to see more?

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WAIT THERE’S MORE!

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On Site: Traffic & Conversion

• GENERAL SITE TRAFFIC

– Overall, do you see a boost in traffic from Twitter?

• PAGE LEVEL

– Does your page level data match up with Twitter’s link

click numbers?

– How long do visits generated by a card stay on page?

– If they don’t convert, where do they go from that page?

@courtneyseiter | @MoniqueTheGeek | @SocialMichelleR

MY MINIONS!

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On Site: Traffic & Conversion

• RE-ENGAGE

– Are those promoted pages collecting a remarketing audience?

@courtneyseiter | @MoniqueTheGeek | @SocialMichelleR

COURTNEY

SEITER

Head of Content Marketing

Buffer

courtney@bufferapp.com

Social Marketing Manager

Offers.com

MONIQUE

POUGET

michelle.stinsonross@offers.com

MICHELLE

STINSON ROSS

Director of Marketing

ThunderActive

monique@thunderactive.com

Q & ADOWNLOADthis presentation:

bit.ly/TBD