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Twitter Announces Lead Generation Card
May 2013
Background
On May 22nd, Twitter announced the beta launch of a new Twitter card,
the Lead Generation Card, which will enable lead capture within a
Promoted Tweet. The Lead Generation Card is part of Twitter’s larger
agenda to build opportunities for deeper engagement within Tweets
themselves, rather than driving users off the platform.
How it Works
Twitter cards are a way to add additional content to a tweet — such as a
video, article excerpt or photo — which can be seen when a user
expands the tweet.
The Lead Generation
Card features a lead
capture form when the
tweet is expanded. To
streamline the signup
process, the @username
and email address
associated with the
Twitter account
automatically populated
in the form (currently,
these are the only pieces
of information that can
be collected). All the user
must do is a click a
button with customizable
text in order to submit
their information.

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The form can be built directly within the Twitter advertising interface prior
to creating a Promoted Tweet campaign. As part of the creation process,
advertisers must provide specific information such as the URLs to which
your leads will be submitted as well as a fallback URL. There are also
additional options, such as a key name, custom hidden data values, and
more.
Once the campaign setup has been completed and campaigns
launched, any further communication by the brand or advertiser after
lead collection will take place over email; currently the lead capture
functionality does not allow retargeting on Twitter.
Resolution POV:
The Lead Generation Card will likely bring new direct-response focused
advertisers to Twitter who in the past may have been hesitant to use the
platform due measurement limitations. It will also be a boon to existing
advertisers looking to create new use cases for the platform and drive
deeper engagement with consumers beyond the tweet.
Potential Use Cases:
• The form could be used for contests or sweepstakes, providing the
first opportunity for advertisers to capture entries within the platform.
• Instead of revealing coupon codes in the body of a tweet,
advertisers could compel email sign-up to receive the promotion.
• Advertisers using Twitter for awareness can now capture emails of
consumers interested in learning more about their product at an
earlier stage.
• One exciting advantage of this form is that advertisers should be
able to use the emails they collect on Twitter to retarget via
Facebook custom audiences. Many advertisers are not sure their
existing email lists are compliant to use on Facebook, but language
can be inserted into the privacy policy of the Promoted Tweet to

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call out permission to re-use for social advertising.
• If Twitter decides to offer an email retargeting option or custom
audience capabilities, these emails would be usable for that as
well.
Streamlining the lead-collection flow to a single click within a tweet will
likely result in strong response and conversion rates. And while advertisers
are currently limited to collecting emails and Twitter handles only, Twitter
would do well to expand the scope of information that can be captured.
Allowing for custom fields, for instance, would enhance the usability of the
unit for advertisers looking to drive inline job applications, membership
sign-ups, and much more.
Currently the Lead Generation card is only available to managed
advertisers but will soon be available to small and medium-sized
businesses as well.
Summary
The Lead Generation Twitter Card will allow advertisers to have an even
more multifaceted experience with Twitter. With some simple setup,
advertisers will be able to easily collect leads directly through Twitter. This
can be used in a multitude of ways, including sweeps entries, coupon
distribution and requests for information. Although the product can
currently only collect Twitter handle and email address, it is certainly
possible that the product could be amended in the future to include
other custom fields.
For more information, visit the resources below:
http://advertising.twitter.com/2013/05/Capture-user-interest-with-the-
Lead-Generation-Card.html
https://dev.twitter.com/docs/cards

4. 225 N. Michigan Ave., 8th Floor, Chicago, IL 60601 | www.ResolutionMedia.com | (P) 312.980.1600
For information about Resolution, visit our website:
www.resolutionmedia.com.