Twitter has come out in full force for the 2014 FIFA World Cup like we’ve never seen before. They brought back hashflags, made it extremely easy for fans to follow along and let the Twitterverse proudly choose their side and wear it like a badge of honor on their profile. When you look at the social media numbers surrounding the World Cup, this was an extremely smart move.
I’ve been swooning over Twitter’s World Cup activations the past few days and have six big takeaways from their success that I think we can all carry into our work:
1st– Make the point of entry easy.
Each point of entry for Twitter’s different activations is super easy. As you can see from the photos above, they literally walk you through the steps. And, it was also easy to skip steps (which is very much appreciated).
Anytime you run a social media campaign, there needs to be as few steps as possible. If the point of entry is long and tedious, people won’t have enough patience to figure out how to participate (unless there is a grand prize of $1,000,000, of course).
Additionally, Twitter’s activations were seamless because they were not run by a third-party platform. I know this is easy for Twitter to do, but it’s a great lesson to activate on the platform where people are and not make them jump back and forth.