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
@courtneyseiter | @MoniqueTheGeek | @SocialMichelleR
• FAMILIAR
• MULTIMEDIA
• CONTAINED
• PORTABLE
• CONSISTENT
Card Basics: Psychology
@courtneyseiter | @MoniqueTheGeek | @SocialMichelleR
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
@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
2
@courtneyseiter | @MoniqueTheGeek | @SocialMichelleR
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
@courtneyseiter | @MoniqueTheGeek | @SocialMichelleR
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!
@courtneyseiter | @MoniqueTheGeek | @SocialMichelleR
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!
@courtneyseiter | @MoniqueTheGeek | @SocialMichelleR
On Site: Traffic & Conversion
• RE-ENGAGE
– Are those promoted pages collecting a remarketing audience?
@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 & ADOWNLOADthis presentation:
bit.ly/TBD
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