SMX Social: Up Close with Twitter Cards

Up Close With Twitter Cards Twi$er'Cards'Setup'

Courtney Seiter | Monique Pouget | Michelle Stinson Ross l 11.20.14

@courtneyseiter | @MoniqueTheGeek | @SocialMichelleR

WEBSITE SETUP

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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


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


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


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


TWITTER ADS

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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 ELEMENTS WEBSITE 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 X Fallback webpage for unsupported devices / apps

Image Size 800 x 320px 800 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

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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.


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.


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 & A DOWNLOAD this presentation:

bit.ly/smxsocialtwittercards

SMX Social: Up Close with Twitter Cards

Business

Transcript of SMX Social: Up Close with Twitter Cards