Twitter’s Lead Generation Card Now Live For Selected Brand Advertisers

twitter-new-logo-blueAfter testing a lead-gen capable tweet internally, Twitter has now expanded the product to a select few brand advertisers — and more will, no doubt, be able to access the technology soon.

Twitter announced its new “Lead Generation Card” today. It gives brands a chance to drive new leads inside a tweet. Here’s how Twitter describes it:

The Lead Generation Card makes it easy for users to express interest in what your brand offers. Users can easily and securely share their email address with a business without leaving Twitter or having to fill out a cumbersome 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.

Lead gen cards have been tested recently by brands like New Relic, Full Sail and Priceline. In a tweet yesterday, Priceline was using the lead gen card to invite consumers to sign up for a 10 percent hotel discount coupon.

twitter-lead-gen-card

You can see how my name, Twitter handle and email address are all pre-populated from my Twitter profile.

For now, Twitter says the lead gen cards are only available to “managed clients,” but the plan is to make it available globally soon. I suspect that a fair amount of small business owners will want to kick the tires when that happens.

Related Topics: Channel: Social Media Marketing | Social Media Marketing | Top News | Twitter | Twitter: Advertising | Twitter: Cards

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About The Author: is Editor-In-Chief of Marketing Land. His news career includes time spent in TV, radio, and print journalism. His web career continues to include a small number of SEO and social media consulting clients, as well as regular speaking engagements at marketing events around the U.S. He recently launched a site dedicated to Google Glass called Glass Almanac and also blogs at Small Business Search Marketing. Matt can be found on Twitter at @MattMcGee and/or on Google Plus. You can read Matt's disclosures on his personal blog.

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  • Alex Stewart

    That’s pretty awesome. I’m glad they are making the data exchange easier and this is exactly the type of ideas that will keep twitter around longer.

  • Nick Boylan

    Hmm…this may bring me to the table. As I’m in the B2B space, Twitter has always been a bit of a headache. Advertising on it wasn’t close to being on the radar. With a direct lead-gen ad format, my attitude changes entirely.

  • Matt McGee

    I’m assuming you won’t be the only one thinking that way, Nick.

  • Matt McGee

    Twitter hasn’t shared any more details like that, Catherine. I would assume it’s CPL, but not positive.

  • http://www.socialbakers.com/ Michal Smetana

    This is really great news. This new “Lead generation Card” looks really promising. I just wonder if its cost will be determined as a CPL, or they will come up with something else. Thanks for sharing it with us, @mattmcgee:disqus.

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