Twitter recently announced an addition to its suite of Twitter Cards called Lead Generation Cards. Twitter cards are the ubiquitous additional information that often shows up under a tweet. Lead Generation cards allow for Lead Generation activities to happen directly from within twitter (both web and support clients).
The Lead Generation Card enables users to easily and securely share their email address with a business without leaving Twitter or having to fill out a form.
When someone expands your Tweet, they see a description of the offer and a call to action. Their name, @username, and email address are already pre-filled within the Card. The user simply clicks a button to send this information directly (and securely) to you.
You can easily embed a call to action inside a tweet. When this call to action is clicked, Twitter can fire information (such as Twitter handle and Email address) directly into an Eloqua Form, where you can take that information and process it just like any other Form submission.
Wondering how Twitter’s Lead Gen Cards can be instrumental in driving a lower cost-per-lead compared with marketing automation? It’s a very streamlined process. The marketer creates a call to action, which shows up as a button. When someone clicks that button, that information is passed over into Eloqua. We capture that interaction as a form submission. It’s a simple interaction that allows for requests for additional information, entering into promotions or just a pass through to sales. And it’s very simple to tie into Eloqua:
1. Create Form in Eloqua
In Eloqua, create a Form. Twitter has the ability to send in the following standard fields:
- Twitter Handle
- Email address
You also can create certain custom fields, such as "Campaign ID" or "Lead Source", if those are required for your process. Create the field that you would like to map. Create the appropriate processing step (see this article for information on creating forms).
2. Create the Lead Gen Card in Twitter
In order to use this functionality, you must have a Twitter advertising account and it must be enabled. To enable the account, speak to your Twitter account representative.