When a user expands the tweet, they’ll see a description of the offer, as well a small button underneath that will allow them to instantly send their basic contact information – name, Twitter handle and email address – to the brand or business in question. It is still not clear on how the brand will acquire the data for future marketing purposes. I am sure in the coming days we will hear of an API that works hand in hand with this. One of the things that stands out for me is that it makes it easy on the consumer (already pre-filled fields). I can see a very low abandonment rate once a follower expands the tweet.
Currently Twitter is rolling this out to a select few clients that are managed by them. As you can see from the screenshot one of them is priceline the others are New Relic and Full Sail.
This is a giant step forward for social marketing and fusing the integrated approach that is key to running a successful marketing program. If I had one prediction it would be that for this to work marketers will need to look at their email programs closer to see how they can create lifetime customers from this acquisition channel.
 |
| Priceline promoted Tweet using New! Lead Generation Card |
 |
| Email received with promotion code |
