dara nasr, head of agency sales, twitter
DESCRIPTION
Dara Nasr, Head of Agency Sales, Twitter presentation on getting the most out of the platform's real time capabilities made at ad:tech London 2013.TRANSCRIPT
@TwitterAds | Confidential
Generating Real Time Value
@DaraNasrSeptember 12, 2013
Monday, September 9, 13
@TwitterAdsUK
1. More Relevant2. A Multiplier
The moment is...
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Live, Public, Conversational
TWITTER IS
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3.2M TWEETS in 12 HOURS
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3.2M TWEETS in 12 HOURS
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Twitter is the shortest distance between youand what interests you most
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Twitter is the shortest distance betweenand what interests you most
@
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Twitter is the shortest distance betweenand
@ #
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15M UK users
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80% access Twitter via mobile
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1 billion Tweets every 2 days
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Billions of moments to engage
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How can you plan for the moment?
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@TwitterAdsUK
Scenario Planning
EVERYDAY MOMENTS
LIVE MOMENTS
CONNECTED MOMENTS
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Plan for everyday moments
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#hungry
WED SATFRITUE THU SUNMON
VOLUME OF CONVERSATION
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#hungry
WED SATFRITUE THU SUNMON
VOLUME OF CONVERSATION
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“run”VOLUME OF CONVERSATION
WED SATFRITUE THU SUNMON
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6/23/13&0:00&
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“run”VOLUME OF CONVERSATION
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“shopping”
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“shopping”
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Big, predictable moments every day
Shopping Tesco
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@TwitterAdsUK
Big, predictable moments every day
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@TwitterAdsUK
Stripped screw? No problem, just use a rubber band. #lowesfixinsix #howto vine.co/v/bU61aqq2YOp
Lowe’s@Lowes
Vine @vineapp · Unfollow
Add value to everyday moments
Monday, September 9, 13
@TwitterAdsUK
Stripped screw? No problem, just use a rubber band. #lowesfixinsix #howto vine.co/v/bU61aqq2YOp
Lowe’s@Lowes
Vine @vineapp · Unfollow
Add value to everyday moments
Monday, September 9, 13
@TwitterAdsUK
Stripped screw? No problem, just use a rubber band. #lowesfixinsix #howto vine.co/v/bU61aqq2YOp
Lowe’s@Lowes
Jamison Ernst @JamisonMernstMind blown. “ @Lowes: Stripped screw? No problem, just use a rubber band. #lowesfixinsix #howto vine.co/v/bU61aqq2YOp
Vine @vineapp · Unfollow
Add value to everyday moments
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@TwitterAdsUK
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#hungryMoments matter
Non-engaged userEngaged user
Purchase IntentBrand Favorability
+30%
+53%
Source: Nielsen Brand Effect for Twitter, March 2013
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Plan for live moments
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@TwitterAds | Confidential 34
Twelve months. One moment. All different - #allforthis #UCLFinale pic.twitter.com/4CGZeJC9CC
adidasfootball@adidasfootball
Key live moments can be planned for
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Twitter, Inc. | Confidential
0M
1M
2M
3M
06:00 12:00 18:00 24:00
35
And engaged at scale
6M TWEETS
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@TwitterAdsUK@TwitterAdsUK
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@TwitterAdsUK@TwitterAdsUK
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@TwitterAdsUK@TwitterAdsUK
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@TwitterAdsUK@TwitterAdsUK
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@TwitterAdsUK
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@TwitterAdsUK
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@TwitterAds | Confidential 42
NBA @NBAHow did that go in?!? Pondexter with crazy shot and foul! #NBARapidReplay #LiveMas - on.nba.com/Z7HypG
Promoted by NBA
Tweets
Twitter amplifies live moments
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@TwitterAds | Confidential 42
NBA @NBAHow did that go in?!? Pondexter with crazy shot and foul! #NBARapidReplay #LiveMas - on.nba.com/Z7HypG
Promoted by NBA
Tweets
Twitter amplifies live moments
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#hungryTwitter connects and strengthens sponsorships association
Source: Nielsen Brand Effect for Twitter, March 2013
Message association
Not exposed to Promoted Tweet Exposed to Promoted Tweet
+22%
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Plan connected moments
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#hungry
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15.4M impressions
3.2M uniques
(US only)
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Live
Reach
15.4M impressions
3.2M uniques
(US only)
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@TwitterAdsUK
Hashtag integration
It seems while I’ve been away a pony has been moonwalking youtu.be/Ekro5T9Iaio #DancePonyDance
Clare Balding@clarebalding
@TwitterAdsUK
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@TwitterAdsUK
Campaign coverage: 200k Tweets with OTS of 23mUNIQUE REACH (USERS)
DATE
0
6250000
12500000
18750000
25000000
1/3 2/3 3/3 4/3 5/3 6/3 7/3 8/3 9/3 10/3 11/3 12/3 13/3 14/3 15/3 16/3 17/3
25M
12.5M
source: Datasift, Colourtext 2013
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@TwitterAdsUK
Engaging big, cultural moments
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@TwitterAdsUK
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#hungryTwo screen engagement
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#hungry
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#hungry
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@TwitterAdsUK
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Twitter, Inc. | Confidential
TV is more effective with Twitter
increase in purchase intent vs. TV alone
+58%increase in message association vs. TV
alone
+95%
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Twitter, Inc. | Confidential
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Twitter, Inc. | Confidential
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@TwitterAds | Confidential 63
Samsung Mobile US @SamsugMobileUSComing to you first: unlock JAY Z’s new album #MagnaCarta 72 hours early, only on your Samsung Galaxy. See how: smsng.us/1ai7eEx
8,067RETWEETS
3,898FOLLOWING
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If 1 Million records gets SOLD and billboard doesn't report it, did it happen? Ha. #newrules77 characters
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@TwitterAds | Confidential
moments #Everyday
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@TwitterAds | Confidential
moments #Live
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@TwitterAds | Confidential
moments #Connected
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@TwitterAds | Confidential
Plan for the moment
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@TwitterAds | Confidential
#ThankYou
@DaraNasrSeptember 12, 2013
Monday, September 9, 13