Feature Friday: Twitter Lead Generation Cards + Publicaster

Last year, Twitter rolled out an exciting new feature for its paying advertisers: Lead Generation Cards. How it works is that when someone expands a tweet, they see a description of a special offer (anything you want to promote, really), and by clicking a button, the user sends their name, Twitter handle and email address to the advertiser. An example, from Twitter:

Here's an example of a lead generation card in Twitter.

In essence, this is a way for users to opt-in to your mailing list without leaving Twitter. (And we all know it’s essential to make it as easy as possible for people to sign up for your communications.) Did you know that Twitter Lead Generation Cards can feed directly into WhatCounts Publicaster Edition? They do, and you don’t even need to use a complicated API!

First, you’ll want to create an opt-in form specifically for Twitter. Instructions on creating opt-in forms can be found here. As you create the opt-in form, be sure that your mailing list includes fields for the Twitter handle (the @ username) as well as the user’s name, because Twitter will be sending that information into Publicaster. When you have completed building the form, the final page of the builder will show you a Post URL. Copy this URL and paste it into the text editor of your choice, as you’ll need it for the next step of the process. (Also, keep this page open, as you’ll need to refer to it in a little bit.)

Copy and paste the page URL.

Next, you’ll want to go into your Twitter Ads account, and open up your Lead Generation Card. In the Card’s Data settings section, you’ll see a field titled “Submit URL,” and a drop-down box titled “HTTP method.” Paste the Post URL from the Publicaster opt-in form builder in the Submit URL field, and select POST as the HTTP method:

Here's how your data settings should look.

Make sure that you have also specified Fallback and Privacy Policy URLs. The Fallback URL would direct to a confirmation page shown to users from a third-party Twitter client, such as TweetDeck, so it could be a landing page on your website thanking the user for opting-in for your offer.

Next, you will need to tell Twitter what the field names are in your Publicaster mailing list. Go back to the final screen of the Publicaster opt-in form builder (remember, we told you to keep this page open) and look at the Data Field Mappings:

Go back and look at your data field mappings.

Match those fields to the Custom Key Names you see in the Twitter Card settings:

Match the data to the custom key names in Twitter.

Congratulations! Your Twitter Lead Generation Card is now submitting data directly into Publicaster!

(Reminder: Twitter Lead Generation Cards are only available to paying Twitter advertisers.)

Tim Brechlin
Inbound Marketing Manager, WhatCounts
@timbrechlin

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