How to use Twitter’s Lead Generation Cards to grow your contact lists

Update January 2015: Twitter has modified how cards are created. Although the documentation here is still broadly correct, some of steps and screenshots may no longer be accurate.

Contents

Step 1 - Creating the card
Step 2 - Filling in the details
Step 2 - Filling in the details:
Card content
Step 2 - Filling in the details:
Destination URL settings
Step 2 - Filling in the details:
Data settings
Step 3 - Using your card

Summary

Example.pngTwitter’s Lead Generation Cards offer the chance of converting your Twitter followers into list subscribers – and what’s more, once it’s set up, there’s very little ongoing work.

Here’s how to get going (I’m going to assume you have a Twitter account and that it’s set up for Twitter Ads. If it isn’t, head over to https://business.twitter.com/start-advertising first).

This will guide you through creating the card. If you’ve never used Twitter cards before, then it’s worth noting how they differ to tweets: a card is a template for a Twitter action, that can then be used in a tweet. You can create a card once and use it in multiple tweets.

Step 1 – Creating the card

Log in to your Twitter account, click the Settings menu and select Twitter Ads. On the next page, choose the Creatives menu from the top bar, and select Cards. Lastly, click Create Lead Generation card.

Step 2 – Filling in the details

Now it’s time to complete the details that make up your card. These cover everything from the card content, to what’s going to happen to the data it collects.

Card content

The first section is going to have to come from you: you need to enter a description and an image, and what you want your signup button to read. You’ll also need to provide a link to your privacy policy.

Lastly, you need to enter a ‘Fallback URL’. This should be a page on your website that offers an alternative route to subscribing (third-party Twitter apps for example may not support cards just yet).

If you don’t already have a signup page on your website, you can log in to your dotmailer account and quickly generate a signup form that, once on your website, can be used here. More on that over at https://support.dotmailer.com/entries/20644996-How-can-I-create-a-signup-form-.

Fields_and_preview.png

Destination URL settings

These don’t have to be completed, but they can add to your follower’s experience if used wisely.  The Destination URL is the page that your followers (who, by this point in their journey, will also be your subscribers!) will go to after signing up, so it’s a nice way to drive them to your website. I’d recommend a ‘thank you’ page, rather than just your homepage.

Post-submit message is a 100 word message that your users will see after clicking your subscribe button. This will typically get shown first, with a link to the Destination URL (although some Twitter clients handle this slightly differently).

Data settings

We’re now where the magic is. First up, you need to enter a Submit URL – a page which will handle the data coming from Twitter. For dotmailer accounts, this will be rX-t.trackedlink.net/signup.ashx (depending upon which region your account belongs to, rX will be r1, r2, etc.). When you enter this, an option for HTTP method will pop up – choose POST.

Twitter_Ads_-_post_method.png

Next, you need to map the data coming from Twitter back to your dotmailer contact data fields. Twitter will always send you a minimum of three pieces of information: Name, Email and Screen name (which is the users ‘@’ name).

  • Name: needs to map to your ‘Fullname’ contact data field, but prefixed with ‘cd_’ (so it becomes ‘cd_Fullname’)
  • Email: needs to map to ‘Email’, which is Twitter’s default – so you don’t have to touch this one.
  • Screen name: as dotmailer doesn’t have a pre-existing contact data field for Twitter names, you’ll have to create one if you want to store this information. Our KB article over at https://support.dotmailer.com/entries/20657352-Creating-and-deleting-contact-data-fields#creating will guide you through this if you’re not sure how it’s done. I’d recommend calling it something like ‘Twitter_id’ – but whatever you use, you’ll need to prefix with ‘cd_’ before entering it here.

By now, you should have something looking like this: 

 Twitter_Ads_-_default_keys.png

You now need to add some ‘hidden’ mappings, so Twitter knows who you are and what address book you’d like new subscribers to go into.

  • Click the Add hidden field button, and enter ‘addressbookid’ for the key. Ignore the Value box for now
  • Click Add another hidden field. For this one, enter ‘userid’ for the key.
  • You now need to obtain the two ‘values’: Login to your dotmailer account, and go to Contacts > Signup forms.
  • Under Embed on your website, choose Single address book subscribe. Then select the address book you’d like new subscribers to go into. You don’t need to worry about the contact data field selection, validation or return page settings.
  • Click Create form, and the embed code will appear.

If you scroll approximately halfway down the embed code, you’ll see a line that looks something like:

<input type="hidden" name="addressbookid" value="123456">

The number next to ‘value’ (in this case, 123456) is the number you should enter as the value for your ‘addressbookid’ hidden value in Twitter.

You’ll also see a line something like:

<input type="hidden" name="userid" value="1234">

This is the number you should enter as the value for your ‘userid’ hidden field.

Twitter_Ads_-_hidden_keys.png

That’s the hard bit over with. From here, you can hit the terms and conditions checkbox and click Create card.

When you do this, Twitter will test the card for you. You should see a ‘Successfully submitted the card’ message. If you do, go to dotmailer and navigate your way to your address book. All being well, it should now contain one contact (which will probably be you!), alongside your name and Twitter ID. Back in Twitter, select Yes to ‘Did you receive this data?’

Step 3 – Using your card

To use your card straight away, you can click the Compose Tweet with this card option. This will load up the usual ‘New Tweet’ popup, but your card will already be assigned to it. Compose your tweet, and hit the Tweet button.

And that’s it – your tweet is out in the wild, and anyone clicking your button will automatically get added to your dotmailer account.

You can use this card again, as part of different tweets – and also as part of Promoted Tweets, allowing you to target non-Followers with signup opportunities.

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Comments

  • Avatar

    If you wanted to send through some more contact data fields are you able to do this using additional hidden data values?

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    I've answered my own question.,,,you can!

    For example the address book could be for newsletter signups which is already being added to by a form on your website or dotSurvey, so you might want to know how many of the sign ups originated from Twitter so if you have a Contact Data Field "Source" you can specify this as the hidden field cd_Source and then set a static value of 'Twitter' which will pull through into the Contact Data Fields when the subscriber is added to the address book.

  • Avatar

    ;-)   To add to Jon's post - you're allowed up to 10 hidden fields. Assuming you're using one for the address book ID and one for your account ID, that leaves you with eight to play with.

  • Avatar

    Hi, this is really great. I don't suppose there will be the functionality to trigger a dotmailer email as soon as someone signs up from the lead gen card? 

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    Hi Emily - absolutely. If you're adding your Twitter contacts into a dedicated address book, you can use a join action to fire off a campaign to them straight away: https://support.dotmailer.com/entries/20657868-Triggering-a-campaign-when-a-contact-joins-an-address-book

    You can also use the program builder, which will allow you to go beyond just a single campaign send - allowing a sequence of events to be initiated.

  • Avatar

    Is it still possible to do this? I've tried to do this via Twitter Ads but things have changed a great deal and I don't think it's possible to set up lead generation ads in this way any more. Unless I'm missing something, of course!

  • Avatar

    Hi James - We still use these for our clients and they work fine. One thing we found when following the steps above is access to either 'Twitter Ads' or 'Creatives' (can't remember which) is only available when you have added a Credit Card to the Twitter Account, so if you haven't done this yet you'll need to do this to give you access to that part of Twitter Ads. They're completely free to use.

    @dotmailer - Any plans to offer the same integration to Facebook's Lead Ads?

  • Avatar

    The credit card thing might explain it. Thank you.

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