2 benjamin ampen - twitter mena - the power of now - mashup mena conference
TRANSCRIPT
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#tmkme2@joell
THE POWER OF
@bampen
#MASHUPMENA
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LIVE
Twitter is a live platform
PUBLIC
Tweets flow freely
CONVERSATIONAL
Twitter connects everyone
EVERYWHERE
Twitter lives everywhere
#MASHUPMENA
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#ISTANDWITHAHMED
#MASHUPMENA
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How can you connect with your consumers in a mobile first world?
#MASHUPMENA
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THE EXPECTATION OF
#MASHUPMENA
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SOURCE | Kleiner Perkins Internet Trends, 2015
150 TIMESCONSUMERS UNLOCK THEIR PHONES EVERY DAY
#MASHUPMENA
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8 SECONDS
SOURCE | Microsoft research, May 2015
#MASHUPMENA
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8 SECONDSTHE HUMAN ATTENTION SPAN
SOURCE | Microsoft research, May 2015
#MASHUPMENA
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6,000
Tweets per second
SOURCE | Twitter Internal Data, 2015
#MASHUPMENA
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40 yearsof video watched daily
SOURCE | Twitter Internal Data, 2015
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#MAYPAC
2.7BN IMPRESSIONS
Source: Twitter Internal Data, 2015
EXCITEMENT IN THE #NOW@FLOYDMAYWEATHER
@MANNYPACQUIAO
#MASHUPMENA
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THE ONLY DAYPART IS
#MASHUPMENA
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Reaching fragmented audiences
Connecting with rich experiences
Understanding the new purchase funnel
BIGGEST CHALLENGES TODAY
#MASHUPMENA
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What if you could easilylive on mobile?
reachpeople
#MASHUPMENA
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live reach
#MASHUPMENA
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What if you could be morerelevant, all day, everyday ?
#MASHUPMENA
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everyday relevance
#MASHUPMENA
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What if you could deliver engagingexperiences on mobile?content
#MASHUPMENA
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engaging content
#MASHUPMENA
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LIVE Reach
#MASHUPMENA
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#MASHUPMENA
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Tweet views about #FIFAWWC on and off Twitter
9BNof Tweets came from
a mobile device
89%
Source: Twitter Internal Data, 2015; Nielsen Social, July 2015#MASHUPMENA
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Source: Twitter Internal Data, 2015#MASHUPMENA
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#ARABSGOTTALENT #ARABIDOL #STARACARABIA
#MASHUPMENA
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27 RETWEETS 73 FAVORITES
The #Avengers have officially assembled on Twitter. Watch the #AgeOfUltron trailer:
The Avengers @Avengers
3,320 RETWEETS 4,318 FAVORITES
Promoted
Brands can create live reach
#MASHUPMENA
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LIVE REACH BUILDS MOMENTUM ON TWITTER
0
15M
30M
60M
MAR 4 MAR 7
45M
Cumulative Impressions
Source: Twitter Internal Data, 2015#MASHUPMENA
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LIVE REACH BUILDS MOMENTUM ON TWITTER
0
15M
30M
60M
MAR 4 MAR 7
45M
Cumulative Impressions
views in 24 hours, 500M in total
32Mof Tweet views were from original Tweets vs. RT’s
80%
Source: Twitter Internal Data, 2015#MASHUPMENA
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6 LANGUAGES:
• ENGLISH• SPANISH• PORTUGESE• FRENCH• RUSSIAN• ITALIAN
14 MARKETS: • US• AUS• UK• INDONESIA• PHILIPPINES• CANADA• INDIA• RUSSIA• FRANCE• BELGIUM• BRAZIL• SPAIN• LATAM• ITALY
#MASHUPMENA
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Samsung Australia @SamsungAU“We’ll always have Paris” Photo by @garypeppergirl at #PFW Get ready to fall in love with the #NoteEdge #cuttingedge
Promoted
31 135
Taco Bell @tacobellLess drama. More Taco Bell.
Spotify @SpotifyOh AND.. I finished school last week.. & I know I never post on
4.8K 4.5K
Starbucks @StarbucksPay, earn stars, get free drinks…with your phone.
Promoted
1,746 9,723
Starbucks17 ratings
Mindy Kaling @mindykalingOne napkin is a joke
Kylie Jenner @KylieJennerOh AND.. I finished school last week.. & I know I never post on
848 1.8K
Exclusive targeting signals1
The best reach in mobile
Uniquely powerful creative
2
3
MEETING PEOPLE WHERE THEY SPEND THEIR DAY
#InsideOut @PixarInsideOutWatch a sneak peek of #InsideOut before it comes to theaters June 19th! di.sn/6001CzO7
Promoted
256 656
KATY PERRY @katyperryFACT: moms love chai!
Fallon Tonight @FallonTonightOh AND.. I finished school last week.. & I know I never post on
7K 15K
TWITTER AUDIENCE PLATFORM
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#InsideOut @PixarInsideOutWatch a sneak peek of #InsideOut before it comes to theaters June 19th! di.sn/6001CzO7
Promoted
256 656
KATY PERRY @katyperryFACT: moms love chai!
Fallon Tonight @FallonTonightOh AND.. I finished school last week.. & I know I never post on
7K 15K
#MASHUPMENA
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#MASHUPMENA
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#MASHUPMENA
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100%+boost in Reach
#MASHUPMENA
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EVERYDAY Relevance
#MASHUPMENA
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ACTIVE SOCIALITELoves meeting new people
and socializing with her friends
#MASHUPMENA
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OFFICE PROFESSIONAL
Loves networking and building his career
#MASHUPMENA
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CONSCIENTIOUS MOTHER
Loves trying new activities with her young children
#MASHUPMENA
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#MASHUPMENA
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Matt Buckland @ElSatanico
Karma - the guy who pushed past me on the tube and then suggested I go F myself just arrived for his interview...with me...
22K 13K
#MASHUPMENA
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#MASHUPMENA
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THE MOST POWERFUL TARGETING SIGNALS
Events Media IntentInterests
#MASHUPMENA
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IntentInterests
EVENT TARGETING
TV TARGETING
Events Media
#MASHUPMENA
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BET AWARDS
THE VOICE
GLASTONBURY FESTIVAL
MNET ASIAN MUSIC AWARDS TAYLOR SWIFT “1989”
BILLBOARD MUSIC AWARDS THE BRIT AWARDS
OSHEAGA MUSIC FESTIVALCOACHELLA VALLEY MUSIC AND ARTS FESTIVAL
PARTICIPATE IN TELEVISION AND CULTURAL EVENTS
#MASHUPMENA
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MUSIC EVENTS
JUN 2014
MAY 2015
JUL 2014
AUG 2014
SEP 2014
OCT 2014
NOV 2014
DEC 2014
JAN 2015
FEB 2015
MAR 2015
APR 2015
MNET ASIAN MUSIC AWARDS3.1M TWEETS/DAY
GRAMMYS9.8M TWEETS/DAY
BILLBOARD MUSIC AWARDS3.5M TWEETS/DAY
SOURCE | Twitter Internal, 2015
MUSIC EVENTS (72M TWEETS)
Twee
ts/D
ay
12M
9M
6M
3M
GLASTONBURY MUSIC FESTIVAL398K TWEETS/DAY
THE VOICE FINALE196K TWEETS/DAY
#MASHUPMENA
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EVERYDAY MUSIC
SOURCE | Twitter Internal, 2015
EVERYDAY MUSIC (1.05B TWEETS)
Twee
ts/D
ay
JUN 2014
MAY 2015
JUL 2014
AUG 2014
SEP 2014
OCT 2014
NOV 2014
DEC 2014
JAN 2015
FEB 2015
MAR 2015
APR 2015
12M
9M
6M
3M
1BN+ TWEETS
#MASHUPMENA
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THE MOST POWERFUL TARGETING SIGNALS
MediaEvents IntentInterests
AaKEYWORD
TARGETINGINTEREST
TARGETING
#MASHUPMENA
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FOLLOWS AND TWEETS TELL US A LOT
Enjoying the beauty of #Yosemite after hiking to Glacier Point. Amazing view of Half Dome. Perfect OSX name.
2,181 3,527
Interested in history and music Active and likes to hike
#MASHUPMENA
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FAVORITES ARE POWERFUL TOO
Early adopter interested in tech
Sports fan who likes Duke basketball
Dannii @GoogleKnowsUs
This made me very happy @tim_cook @TfL
1 7
Duke Basketball @dukeblueplanet
Coach K was lone college hoops coach among Top 25 most influential people in college sports in recent CBS survey
167 310
#MASHUPMENA
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You can learn a ton about Tim Cook just by looking at his favorited tweets read.bi/1O8R4j1
7 4
BI Tech @SAI
“We've rounded upsome of Tim Cook'sfavoritedyou a better idea of
Apple's CEOabout. ”
tweets to give
what cares___
ONLY TWITTER PROVIDES THESE INSIGHTS
#MASHUPMENA
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#MASHUPMENA
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TWEETS ABOUT COFFEE
Twee
ts/H
our
SOURCE | Twitter Internal, 2015
COFFEE(2M TWEETS OVER 24 HOURS)
32K
24K
16K
8K
6AM 6PM12AM 12PM 11PM
#MASHUPMENA
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TWEETS ABOUT COFFEE
Twee
ts/H
our
SOURCE | Twitter Internal, 2015
40K
30K
20K
10K
MON FRI SAT
COFFEE(15M TWEETS OVER 7 DAYS)
TUES WED THURS SUN
#MASHUPMENA
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TWEETS ABOUT COFFEE
Twee
ts/H
our
SOURCE | Twitter Internal, 2015
32K
24K
16K
8K
APR APR APR
COFFEE (60M TWEETS OVER 30 DAYS)
#MASHUPMENA
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PARTICIPATE AROUND INTERESTS AND CONVERSATIONS
FOOD & SNACKS
ENTERTAINMENT
COOKING
FASHION FITNESS
CARS SPORTS
GAMINGMUSIC
#MASHUPMENA
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PARTICIPATE AROUND INTERESTS AND CONVERSATIONS
FOOD & SNACKS
ENTERTAINMENT
COOKING
FASHION FITNESS
CARS SPORTS
GAMINGMUSIC
#MASHUPMENA
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@MAGGIArabiaMAGGI Arabia
#MASHUPMENA
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Sharing a @CocaCola down by the lake. How are you going to #ShareaCoke? #sp
Cody Johns@Cody
Vine
My salsa dancing kitten Celebrating National Tortilla Chip Day! #PringlesAirDip
Zach King@FinalCutKing
Vine
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EVERYDAY DRIVES IMPACT
22% Lower average CPM
2.6X Greater SOV
1.5-2X Sales lift*
*CPG categorySOURCE | Twitter Internal Data, 2015; Brilliant Noise, 2014; Oracle Datalogix CPG Norms
#MASHUPMENA
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PREDICTABLE & POWERFULEveryday moments on Twitter are like the sun.
#MASHUPMENA
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ENGAGING Content
#MASHUPMENA
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VIDEO ON TWITTER DRIVES DEEP ENGAGEMENT
+63%favorability
TWITTER LIVE VIDEO; VIDEO VIEWED LATER VS. ONLINE VIDEO NORMS
SOURCE | Twitter Live Video Research, Neuro Insight, 2015
+45%engagement
90% mobile viewership
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THE HIGHEST QUALITY ENGAGEMENT
UberFacts @UberFacts
Goosebumps @GoosebumpsMovie
Koi fish can live for centuries. One lived to be 226-years-old.
Huffington Post @HuffingtonPostKylie and Kendall Jenner and the Nobel Peace Prize winner are all on TIME's Most Influential Teens
841 2K
Do you dare to release the Goosebumps trailer? Tweet using #UnlockGoosebumps and the creatures will come to life…
140 140
Unlock TrailerPromoted by
100%viewability,
minimum of 3 secs
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MAXIMISE CONTENT FROM
YOUR BRAND AMBASSADORS
DISTRIBUTE YOUR VIDEO
CONTENT
Promoted by Samsung Middle East
Promoted by Dubizzle
#MASHUPMENA
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DEEPER EMOTIONAL IMPACT
It’s time to show the world that doing things #LikeAGirl means strong, talented and downright amazing.
Always@Always
4 RETWEETS 3 FAVORITES
Promoted
#MASHUPMENA
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It’s ti
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Prom
oted
DEEPER EMOTIONAL IMPACT
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A CONVERSATION THAT BUILDS MOMENTUM
A Path Appears @APathAppears
Jen Welter makes history as @NFL's first female coach! bit.ly/1Kvk8mW #NoCeilings #LikeAGirl
22 18
Sarah Richardson @Sarahbezeee
Beautiful hike to #windcavetunnels today with this sweet little girl. She pushed me to the top! #LikeAGirl 💛💪
2
#MASHUPMENA
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Those engaging with video Promoted Tweets vs. non-engages
SOURCE | Twitter Brand Effect Measurement Norms, 2015
ENGAGING WITH VIDEO ON TWITTER IS MORE POWERFUL
campaign awareness
+40%purchase
intent
+44%
#MASHUPMENA
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Source | NeuroResearch at Twitter, Neuro-Insight, 2014
Sense of personal relevance
+51%
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SOURCE | Twitter Vertical Profile, Millward Brown, 2014, Primary vertical targets* Compared to average of all 6 social networks measured (Twitter, Instagram, Facebook, Pinterest, Vine & Tumblr)
POWERS THE PURCHASE FUNNEL
125AWARENESS
132INTERACTION
168ENGAGEMENT
111PURCHASE
151ADVOCACY
LIVE Reach
EVERYDAYRelevance
ENGAGINGContent
Lexy Dermenjian @mugwumpter
To 🐝, or not to 🐝: that is the question… To take 💪 against a 🌊 of troubles, and by opposing, end them? To 💀, to 😴.
#MASHUPMENA
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#tmkme2@joell
THE POWER OF
@bampen
#MASHUPMENA
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C O N F I D E N T I A LSource | Datalogix analysis of 25 CPG campaigns on Twitter 12/12-1/14
WEEK
FORTUNE 500 NORMS
ORGANIC TWEETS
PROMOTE TWEETS
1
10
3Source | SocialCode, December 2014
#MASHUPMENA
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Mine everyday conversations
TIPS FOR EVERYDAY
Plan for evergreen content
Deliver to moments of receptivity
1
2
3
#MASHUPMENA
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Mine everyday conversations
TIPS FOR EVERYDAY
Plan for evergreen content
Deliver to moments of receptivity
1
2
3
brand terms category conversations moments of intent
content series utility-based content affinity alignment
keyword targeting interest targeting @handle targeting
#MASHUPMENA