bite-sized social:growing an active twitter follower base

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Building an Active Follower Base on Twitter Mark Huerta Lead Strategist @offerpop #BiteSizedS ocial

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Page 1: Bite-sized Social:Growing an Active Twitter Follower Base

Building an Active Follower Baseon Twitter

Mark HuertaLead Strategist

@offerpop#BiteSizedSocial

Page 2: Bite-sized Social:Growing an Active Twitter Follower Base

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

Page 3: Bite-sized Social:Growing an Active Twitter Follower Base

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.

Page 4: Bite-sized Social:Growing an Active Twitter Follower Base

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

Page 5: Bite-sized Social:Growing an Active Twitter Follower Base

Offerpop Confidential5

TWITTER CAMPAIGN OBJECTIVES

Follower Acquisition (today)

Follower Engagement (next Friday)

Follower Conversion (next Friday)

Page 6: Bite-sized Social:Growing an Active Twitter Follower Base

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.

Page 7: Bite-sized Social:Growing an Active Twitter Follower Base

Offerpop Confidential7

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.

Page 8: Bite-sized Social:Growing an Active Twitter Follower Base

Offerpop Confidential8

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.

Page 9: Bite-sized Social:Growing an Active Twitter Follower Base

Offerpop Confidential9

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.

Page 10: Bite-sized Social:Growing an Active Twitter Follower Base

Offerpop Confidential10

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.

Page 11: Bite-sized Social:Growing an Active Twitter Follower Base

Offerpop Confidential11

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

Page 12: Bite-sized Social:Growing an Active Twitter Follower Base

Offerpop Confidential12

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

Page 13: Bite-sized Social:Growing an Active Twitter Follower Base

Join us next Friday, July 27th, for Part 2!

Questions

Page 14: Bite-sized Social:Growing an Active Twitter Follower Base

Thank you for joining!

Mark HuertaLead Strategist@huertamd

@offerpop#BiteSizedSocial