Twitter Shopping:
Tap into the power of conversation to drive sales
Twitter wanted to throw open its doors to small businesses and creators, and empower them to monetize on the platform. People on Twitter were already talking about products — it was time to enable them to shop in the moment of discovery.
The goal
Our goal was to make Twitter the world’s most engaging place for brand discovery, shopping, and selling.
To accomplish this, we needed to grow awareness of our new Twitter Shopping solutions and to empower merchants to sell their products.
My role
As the lead content strategist for Twitter Shopping and our products for Professionals (small businesses), my job was to build a strong foundation of messaging to inspire and educate merchants.
I sat on the Product Marketing team under Global Business Marketing.
Project highlight: Twitter Shopping website
My main project at Twitter was to launch a Twitter Shopping microsite in order to:
1. Introduce the world to Twitter’s new suite of Shopping solutions
2. Drive merchants to sign up through product education
3. Educate merchants with insights and best practices
The site included a homepage and 6 landing pages for each of our Shopping products: Twitter Shops, Shop Spotlight, Shopping Manager, Product Drops, Live Shopping, and Twitter x Shopify.
I oversaw everything from copywriting to creative direction.
Considerations
The Shopping website copy and creative needed to reflect the live energy and vibrance of the Twitter brand and the fun and excitement of shopping.
The website copy incorporated two narratives – the Twitter Shopping narrative and our SMB narrative.
Challenges
Twitter Shopping had no established brand guidelines or assets, a minimal budget, and no outside agency resources.
Because Twitter Shopping had just launched, there weren’t many merchant success stories. I reminded the Product Marketers to keep uncovering customer stories and made them digestible and actionable.
Collaborators and stakeholders
My main collaborators were the Twitter Shopping Product Marketer, an in-house art director, and an in-house designer.
I built relationships cross functionally with key stakeholders to gain buy-in, including the Business.Twitter.com editor, Twitter’s in-house Brand Studio, Twitter’s in-house Digital Brand Team, copywriting, SEO, and legal.
Results
Twitter gained an impressive number of merchant signups in just a few months.
The Twitter Shopping product team embedded the educational content I created directly into the product, and the Customers org and global marketing teams leveraged the content in forums they own – from client support conversations to scaled outreach.
Other projects at Twitter
Provided content strategy for a future Twitter Shopping blog and secured initial funding.
Created B2B content for the Business.Twitter.com blog to educate merchants around Twitter Shopping.
Provided copy to bring Business.Twitter.com main pages up-to-date with Twitter’s new Shopping and Professionals products.