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


“Twitter cards are… creating

new opportunities to build

engaging experiences into

Twitter.”

-Michael Sippey, Twitter

Card Basics: Origin


• FAMILIAR

• MULTIMEDIA

• CONTAINED

• PORTABLE

• CONSISTENT

Card Basics: Psychology


CONTENT

CARDS

2


Content Cards: Summary

Headline

Summary

Thumbnail

CTA


Content Cards: Photo Summary


PHOTO

CARDS

3


Photo Cards: Single Photo


Photo Cards: Gallery


MULTI

MEDIA

CARDS

4


Multimedia Cards: Product

Image

Title

Description

2 key

details


Multimedia Cards: Player


Multimedia Cards: Audio


Multimedia Cards: App


ACTION

DRIVER

CARDS

5


Card Types: Lead Generation


Card Types: Website


FUTURE

CARDS!

6


Future Cards: Burberry


Future Cards: Acura


Card specs, dimensions & more:

bit.ly/cards-guide

Part 2:How To Set Up Your Twitter Cards

Monique Pouget


WEBSITE SETUP

1


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

https://dev.twitter.com/cards/overview


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

https://dev.twitter.com/cards/getting-started


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

https://dev.twitter.com/cards/cms-integration


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

https://cards-dev.twitter.com/validator


TWITTER ADS

2


Twitter Ads: Clicks vs. Leads

Website Clicks Twitter Card User Goes to Landing Page


Twitter Ads: Clicks vs. Leads

Lead Generation Twitter Card User Stays on Twitter


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


SETUP TIPS

3


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.


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.


Setup Tips: CRM Integration

http://bit.ly/1t7qryr

SET UP CRM ENDPOINT INTEGRATION TO KEEP TRACK

OF TWITTER LEADS FROM LEAD GENERATION CARDS.

http://bit.ly/1t7qryr

Part 3:

How To Measure

Success With

Twitter CardsMichelle Stinson-Ross


METRICS TO

MEASURE

SUCCESS

1


KPI TO

RULE

THE

WORLD


In Twitter: Engagement


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?


WAIT THERE’S MORE!


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?


MY MINIONS!


On Site: Traffic & Conversion

• RE-ENGAGE

– Are those promoted pages collecting a remarketing audience?


COURTNEY

SEITER

Head of Content Marketing

Buffer

[email protected]

Social Marketing Manager

Offers.com

MONIQUE

POUGET

[email protected]

MICHELLE

STINSON ROSS

Director of Marketing

ThunderActive

[email protected]

Q & ADOWNLOADthis presentation:

bit.ly/TBD

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

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