Twitter cards: social sign-up 2.0

“Use social media to get new subscribers”. It's possibly not the first time you have come across that tip. In fact, most of us will probably have promoted their subscribe page via a Twitter post, implemented a form on Facebook or posted a subscribe link on LinkedIn. But let's face it, when we look at the percentage of new subscribers, social media tend to account for only a fraction of all traffic. One year ago however, Twitter launched something that makes it easier to subscribe via social media: Twitter lead generation cards.

Recap: Twitter cards allow you to attach rich photographs, videos and media experiences to Tweets that drive traffic to your website. Simply add a few lines of HTML to your web page and users who Tweet links to your content will have a "card" added to their Tweet that is visible to all their followers.

But why do we need to rework our social sign-ups? Well, because the traffic to these sign-up pages is very low. That seems odd because aren't we supposed to be reaching our target group in a valuable content environment? Well, to put it simply: 95% of subscribe posts are push. You are pushing a tweet with a subscribe post, or pushing a Facebook or LinkedIn post. Aside from the fact that the push doesn't work well in a sign-up procedure, you are also asking for user-heavy interaction in a content overload.

And last but not least, you are asking your friends to read your post, click on a link, fill in a web form, submit the form and confirm via email. Talk about a cumbersome procedure!

Well-aware of the problem, Twitter asked themselves 2 questions:
1. How can we integrate the sign-up into Twitter?
2. How can we make it super simple to subscribe?

So, how do you set up a sign-up tool via a lead generation card?

1. You will need a Twitter promoted account
2. Login, and go to the Twitter Ads UI, visit the “Cards” tab under “Advertising” and click the “Create new card” button.
3. Provide an image, description and call-to-action copy for your card. 
4. Save your card and deploy it to users within a tweet
5. Your new sign-ups will be collected within your Twitter Ads account and you can download your leads via the interface.
6. Or, your can set up a secure POST/GET end point to directly submit new contacts via your CRM or emailing tool.

When deployed, your sign-up tool will look something like this:



Though around for over a year now, this sign-up tool has not yet been adopted as widely as it might. So if you are looking for a new way to get more subscribers from Twitter, you couldn't go wrong with Twitter lead generation cards.

Posted on
Jul 24, 2014