bite-sized social:growing an active twitter follower base
TRANSCRIPT
Building an Active Follower Baseon Twitter
Mark HuertaLead Strategist
@offerpop#BiteSizedSocial
Offerpop Confidential2
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, 02/122: Mashable, 03/123: MediaBistro, 06/124: BitDefender, 09/115: Guardian, 06/09
Offerpop Confidential3
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.
Offerpop Confidential4
FACEBOOK VS. TWITTER CAMPAIGNS
Categories Facebook Twitter
Canvas Page real estate No pages, only 140 characters
Experience In-depth experiences Quick touch points
Actions Many social actions Tweeting
Algorithms EdgeRank Timestamp
Guidelines Structured promotional guidelines
Less structured promotional guidelines
FACEBOOK AS A PLATFORM IS ABOUT CONNECTING TO FRIENDS,TWITTER IS ABOUT CONNECTING TO INTERESTS
Offerpop Confidential5
TWITTER CAMPAIGN OBJECTIVES
Follower Acquisition (today)
Follower Engagement (next Friday)
Follower Conversion (next Friday)
Offerpop Confidential6
FOLLOWER ACQUISITION
Tweetstakes – Tweet to participate sweepstakes contests on Twitter
Branded landing pages
Multiple low-value prizes > one high-value prize
Require users to follow you / @mention your brandDiet Pepsi, as part of their New York Fashion Week initiative, turned to Twitter to give away multiple sets of tickets to runway shows. Followers had to tweet @DietPepsi with #NYFW to qualify.
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FOLLOWER ACQUISITION BEST PRACTICES
Offer exclusive content or deals to followers only
Promote your campaign 2-3 times / day
RT and @mention interesting or funny participant responses
Embed follow buttons across channels
Incentivize for @mentioning friends
Modcloth, an online fashion company, runs frequent follower-only promotions by distributing online codes for redemption through Twitter.
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FOLLOWER ACQUISITION BEST PRACTICES
Daily / weekly prize giveaways
Keep the prize relevant to your brand and followers
For retailers: utilize the mobile nature of Twitter with in-store promotions
Run dual-channel promotions simultaneously on Facebook and Twitter
Online retailer Bonobos ran hourly holiday Viral campaigns to unlock discounts on winter wear. Once a certain RT threshold was hit, the deal became active.
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FAN ACQUISITION THROUGH LIGHTWEIGHT ACTIONS
Lower barrier = higher participation
Consider lightweight actions
Reward users for becoming followers
Automatically fulfill incentive via DM – coupons or links to exclusive content
Fandango ran a New Follower campaign, incentivizing new followers only with a $3 coupon, fulfilled automatically via DM on Twitter.
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PARTNER PROGRAMS – DRIVING AWARENESS
Your tweets only reach your existing followers
Partner with other brands to leverage follower bases
Encourage participants to follow partner brand
Birchbox, a New York-based social commerce company, runs frequent partner programs using Offerpop’s Offer app to expand their reach and provide value to their brand partners, averaging over 1000 new followers per campaign.
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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, and timelines around participation
All eligible participants and tweets are available in Excel exports
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KEY TAKEAWAYS
Twitter is an effective marketing channel
Utilize the quick touch point nature
Require users to follow your brand to participate
Keep your prizes relevant
Promote your campaigns frequently
Tracking participation and metrics is key
Join us next Friday, July 27th, for Part 2!
Questions
Thank you for joining!
Mark HuertaLead Strategist@huertamd
@offerpop#BiteSizedSocial