Building an Active Follower Base

on Twitter

Mark Huerta

Lead Strategist

@offerpop

#BiteSizedSocial

Offerpop Confidential 2

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, 02/12

2: Mashable, 03/12

3: MediaBistro, 06/12

4: BitDefender, 09/11

5: Guardian, 06/09

Offerpop Confidential 3

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 Confidential 4

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 Confidential 5

TWITTER CAMPAIGN OBJECTIVES

Follower Acquisition (today)

Follower Engagement (next Friday)

Follower Conversion (next Friday)

Offerpop Confidential 6

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 brand Diet 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.

Offerpop Confidential 7

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.

Offerpop Confidential 8

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.

Offerpop Confidential 9

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.

Offerpop Confidential 10

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.

Offerpop Confidential 11

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

Offerpop Confidential 12

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 Huerta

Lead Strategist

@huertamd

@offerpop

#BiteSizedSocial