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Bite-Sized Social:
Engaging and Converting Your Twitter Followers



Mark Huerta
Lead Strategist
                                     @offerpop
                               #BiteSizedSocial
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, 02/12
                            2: Mashable, 03/12
                            3: MediaBistro, 06/12
                            4: BitDefender, 09/11
                            5: Guardian, 06/09
2   Offerpop Confidential
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.




3   Offerpop Confidential
FACEBOOK VS. TWITTER CAMPAIGNS

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

                             Categories   Facebook                 Twitter

                                                                   No pages, only 140
                             Canvas       Page real estate
                                                                   characters

                             Experience   In-depth experiences     Quick touchpoints


                             Actions      Many social actions      Tweeting


                             Algorithms   EdgeRank                 Timestamp

                                          Structured promotional   Less structured
                             Guidelines
                                          guidelines               promotional guidelines


4    Offerpop Confidential
TWITTER CAMPAIGN OBJECTIVES



                            Follower Acquisition (last week)



                            Follower Engagement (today)



                            Follower Conversion (today)



5   Offerpop Confidential
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.

  6          Offerpop Confidential
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 content
MTV 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.



  7           Offerpop Confidential
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.




  8           Offerpop Confidential
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.



     9           Offerpop Confidential
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
Barneys New York partnered with Lady Gaga to sell a limited number of   fields in a landing page
products. Participants followed and tweeted at BarneysNY to unlock
early access to an exclusive sale of 100 products, which sold out
instantly.



    10          Offerpop Confidential
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.
11    Offerpop Confidential
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

12   Offerpop Confidential
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


13   Offerpop Confidential
Questions
Thank you for joining!


Mark Huerta
Lead Strategist
@huertamd
                               @offerpop
                         #BiteSizedSocial

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Bite-Sized Social Webcast: Engaging and Converting Your Twitter Followers

  • 1. Bite-Sized Social: Engaging and Converting Your Twitter Followers Mark Huerta Lead Strategist @offerpop #BiteSizedSocial
  • 2. 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, 02/12 2: Mashable, 03/12 3: MediaBistro, 06/12 4: BitDefender, 09/11 5: Guardian, 06/09 2 Offerpop Confidential
  • 3. 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. 3 Offerpop Confidential
  • 4. FACEBOOK VS. TWITTER CAMPAIGNS FACEBOOK AS A PLATFORM IS ABOUT CONNECTING TO FRIENDS, TWITTER IS ABOUT CONNECTING TO INTERESTS Categories Facebook Twitter No pages, only 140 Canvas Page real estate characters Experience In-depth experiences Quick touchpoints Actions Many social actions Tweeting Algorithms EdgeRank Timestamp Structured promotional Less structured Guidelines guidelines promotional guidelines 4 Offerpop Confidential
  • 5. TWITTER CAMPAIGN OBJECTIVES Follower Acquisition (last week) Follower Engagement (today) Follower Conversion (today) 5 Offerpop Confidential
  • 6. 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. 6 Offerpop Confidential
  • 7. 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 content MTV 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. 7 Offerpop Confidential
  • 8. 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. 8 Offerpop Confidential
  • 9. 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. 9 Offerpop Confidential
  • 10. 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 Barneys New York partnered with Lady Gaga to sell a limited number of fields in a landing page products. Participants followed and tweeted at BarneysNY to unlock early access to an exclusive sale of 100 products, which sold out instantly. 10 Offerpop Confidential
  • 11. 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. 11 Offerpop Confidential
  • 12. 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 12 Offerpop Confidential
  • 13. 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 13 Offerpop Confidential
  • 15. Thank you for joining! Mark Huerta Lead Strategist @huertamd @offerpop #BiteSizedSocial