surpass the 140 character limit on twitter
DESCRIPTION
A presentation of the tweet formats that enable you to boost the engagement generated by your publications.TRANSCRIPT
Surpass the 140 character limit on Twitter
September 2014
A presentation of the tweet formats that enable you to boost the engagement generated by your publications
brainsonic.com
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SUMMARY
CLASSIC TWEETS
CARDS TWEETCAMPAIGNS
FUTUREFORMATS
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“140 characters are a thing of the past”
Too often we tend to associate Twitter with the traditional limit of 140
characters, based on the model of SMS messages.
Community managers must therefore strike a balance between catchy and
relevant content.
Once hashtags and URLs have been incorporated into a tweet, very little space
remains for additional information. Another recurring problem is the
challenge of standing out within the never-ending stream of messages.
On Twitter, if a message is not hard-hitting, it will almost certainly fall through
the cracks…
However, Twitter offers many ways of making engaging and eye-catching
tweets, allowing messages to go well beyond the limit of 140 characters.
This unexploited potential is what we address in this presentation…
Mathieu CrucqAccount Manager & Social Media Consultant
@cineshowFRfr.linkedin.com/in/[email protected]
Master
CLASSICTWEETS
These are tweets you can compose on twitter.com, your smartphone or
software such as TweetDeck.
Stand out visually on Twitter feedsWhether it’s an infographic, a quote or a thank you, don’t hesitate to use images in order to distinguish your tweets through striking visuals.As of recently, it’s also possible to tag up to 10 people in an image, which is an easy way of freeing up characters in the tweet itself.
SINGLE IMAGEtweets
The arrival of story-telling Easy to use in gallery mode, adding multiple images and displaying them in a specific order means you can really tell a story. Announce key figures, incorporate engaging visuals: just like PowerPoint or Slideshare, these multi-image tweets allow you to tell an entire story…in just one tweet.
MULTI - IMAGEtweets
The power of the shortThanks to the rise of Vine, Instagram and gifs, the “short” is now a major tool for brands on Twitter.
The use of this new format, which is viewed in the Twitter stream itself, offers marketers interesting ways of promoting their messages, while respecting the 140 character limit.
ANIMATEDtweets
Go further with
CARDS
Twitter cards are easy to use, as they simply require the addition of HTML
meta tags in the source code of your web page. They allow you to
incorportate more engaging and often interactive content in tweets. The
appearance of each tweet is completely modifiable, so you can present
very rich information.
The default Twitter cardDisplay “simple” information linked to the website or shared page (title, description, image).
Summary Card
Find out more:
>> https://dev.twitter.com/cards/types/summary
For highly visual contentAlmost identical to the previous card, the summary card with a large image draws more attention to the thumbnail in question.
Summary Card with Large Image
Find out more:
>>https://
dev.twitter.com/cards/types/summary-large-image
When the photo is the main element being sharedNot to be confused with the Summary Card with Large Image, photo cards prioritize the visual as the main piece of information.
Photo Card
Find out more:
>> https://dev.twitter.com/cards/types/photo
Why settle for one photo when you can promote your content through several? Share an image gallery with internet users. Ideal for travel and products up for rent or sale. For pages that contain more than one distinctive photo, this card is useful as it’s a lot more visual.
Gallery Card
Find out more:
>> https://dev.twitter.com/cards/types/gallery
Maximize exposure and number of downloads for your mobile appsAre you an application developer? App cards allow you to display all the key information about your app. Clicking takes users directly to the app store, where they can buy or download it.
App Card
Find out more:
>> https://dev.twitter.com/cards/types/app
Make your tweets interactiveIncorporate interactive media in a tweet (video player, live video streaming, audio player, slideshow etc…).Content can be viewed within the tweet itself; there’s no need to leave the platform.
But be careful: specific regulations designed to optimize user experience apply to player cards.
Player Card
Find out more:
>> https://dev.twitter.com/cards/types/player
>> https://dev.twitter.com/cards/types/player/approval
Your e-commerce catalogue on TwitterDesigned for e-commerce professionals, these cards integrate the buying process of a product in tweets (name/ price/ type/ color…). Information can be modified, making the process of accessing the store a lot more efficient.
Product Card
Find out more:
>> https://dev.twitter.com/cards/types/product
CAMPAIGN TWEETSGet more with
Unlike cards, which require additional tags in the HTML code
of webpages, campaign tweets are created on the Twitter
Ads interface- even if you don’t use them in sponsored
campaigns.
Maximize calls-to-actionKnown as “website cards”, these tweets are designed to drive traffic to your website or internet portal.
Allowing you to integrate adapted visuals (also visible on mobile) that also contain rich and attractive information, these tweets enable you to control the information linked to calls-to-action: caption, site URL, button text and tracked URL.
Generate Traffic
Find out more:
>>https://
blog.twitter.com/2014/increase-traffic-and-conversions-with
-the-new-website-card
CRM tweets!These types of tweets can only be linked to media campaigns. Designed specifically for CRM purposes, the lead generation format allows registration to take place without leaving the Twitter platform. Information (name/ surname/ email) is saved, allowing brands to use them for marketing purposes later on.
Lead Generation
Find out more:
>>https://
blog.twitter.com/2013/capture-user-interest-with-t
he-lead-generation-card
Maximize exposure and number of downloads for mobile appsAre you an application developer? App promotion allows you to promote information linked to your app in order to maximize calls-to-action and downloads. No more wasted clicks; the “INSTALL” button leads straight to the app store.
AppPromotion
Find out more:
>>https://
blog.twitter.com/2014/introducing-mobile-app-pro
motion
Enhance and effectively measure video campaignsThe Promoted Video format integrates video players into tweets.
Videos are downloaded on the Twitter platform, allowing you to use analytics in order to obtain average visualization percentages (0%, 25, 50, 75 et 100%).
Promoted Videos
Find out more:
>>https://
blog.twitter.com/2014/introducing-promoted-video
-on-twitter
And tomorrow?
FUTURE FORMATS
Recently or soon-to-be released, many of these formats are currently being
tested by leading brands. The ROI is not yet known, but the frequency of
new releases indicates Twitter’s desire and need to go beyond, or indeed
around its 140 character limit…
A step towards commerce on TwitterAfter being tested for several months by a few brands and officially announced more recently, the Buy Button, as its name indicates, allows payments to be made on Twitter. Transactions are completed on the platform and order information is sent in a follow-up email.
Buy Button
Find out more:
>> https://
blog.twitter.com/2014/testing-a-way-for-you-to-ma
ke-purchases-on-twitter
#ForeverFasterUsed for the first time by PUMA for its #ForeverFaster campaign, this function allows access to content only after a pre-defined number of retweets.
The marketing potential is clearly very significant, particularly in e-commerce, as promotions or products can become available only once a pre-set benchmark has been reached.
In the world of entertainment, media and cinema, professionals can also benefit from this tool by launching eagerly awaited content and allowing films to generate (even more) buzz.
Flock to Unlock
Find out more:
>> https://
business.twitter.com/tactics/flock-unlock
Engage Twitter users without leaving the platform?
Twitter recently tested what appears to be a new card dedicated to polls.
No official announcement has been made, but the social network seems to be pursuing its objective of optimizing the user experience within the Twitter feed itself.
Integrated Polls
Find out more:
>>
http://thenextweb.com/twitter/2014/09/24/twitter-w
orking-native-polling-tools-publishers
/
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BEFORE WE FINISH…
If you enjoyed this presentation, don’t forget to share it!
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D o c u m e n t c r e a t e d b y :INConclusion
Enhance the qual i ty and var iety of communicat ion.
I n c re ase engagement w i th content by m u l t i p l y i ng / va ry i ng e d i t o r i a l t e c hn i que s .
Opt imize web p la t fo rms technical ly i n o rder to max imize the eff ect iveness o f messages .
With such an array of tweets, formats and marketing tools offered by Twitter, brands now have an even wider range of ways in which to:
Mathieu CrucqAccount Manager & Social Media Consultant
@cineshowFRfr.linkedin.com/in/[email protected]
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