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.
|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|
Twitter’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.
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.
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.
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 Engagement Cloud account and quickly generate a signup form that, once on your website, can be used here. More on that over at https://support.dotdigital.com/hc/en-gb/articles/212211788-Creating-a-signup-form.
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).
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 Engagement Cloud 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.
Next, you need to map the data coming from Twitter back to your Engagement Cloud 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 Engagement Cloud 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.dotdigital.com/hc/en-gb/articles/212211908-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:
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 Engagement Cloud 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.
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 Engagement Cloud 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?’
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 Engagement Cloud 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.