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BizReport : Social Marketing : May 23, 2013

Twitter launches lead generation tool

A new Tweet format has been launched by Twitter. The tool will allow Twitter users to express an interest in a deal, discount or new product and provide brands the means to collect users' basic contact information.

by Helen Leggatt

Called the Lead Generation Card, the new Tweet format allows brands to offer deals and discounts to users and obtain their contact details. The format is expandable, opening up to reveal an automatically filled-in form containing a user's Twitter ID and email, as well as a call-to-action button. By clicking on the call-to-action button, which may say "Join our Club", as in the example below, or "Send me a Coupon", the user's details are securely sent to the advertiser.

tweet lead generation.jpg

The feature has been in a testing phase with Priceline, Barista Bar and Full Sail, among others. The feedback from those involved was, on the whole, positive; enabling deeper engagement with their Followers and other users. According to Twitter product manager, Mitali Pattnaik, the Lead Generation Card format drove lower cost-per-lead that other lead generation tools.

The tool isn't yet available to one and all.

"Today, the Lead Generation Card will only be available to our managed clients; we have plans to launch this Card globally and to small and medium-sized businesses soon," said Pattnaik.

Tags: brand marketing, data collection, lead gen tools, lead generation, product marketing, social media

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