Download - Marketing week
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Twitter, Inc.
AN INTEREST NETWORK WITH SOCIAL QUALITIES
H O W T O P L A N I N T H E M O M E N T W I T H T W I T T E R
@DaraNasr
Friday, June 28, 13
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@TwitterAdsUK
the pulse of the planet
@TwitterAdsUK
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@TwitterAdsUK
Barack Obama@BarackObama
Four more years.pic.twitter.com/bAJE6Vom
@TwitterAdsUK
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@TwitterAdsUK
David Whitehouse@d_whitehouse
Lance Armstrong should be applauded for being able to ride a bike so well on drugs. I tried it once. Hit a dog and fell into a canal.
10,496RETWEETS
2,229FAVORITES
4:17 PM - 18 Jan 13
@TwitterAdsUK
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powered by conversations
@TwitterAdsUK
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1 billion Tweets every 2.5 days
source: Twitter Internal 2012
@TwitterAdsUK
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@TwitterAdsUK
where news breaks
@TwitterAdsUK
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@TwitterAdsUK
Fast news1m Tweets in 3 hours
@TwitterAdsUK
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@TwitterAdsUK
Friday, June 28, 13
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@TwitterAdsUK
where new connections are made
@TwitterAdsUK
Friday, June 28, 13
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Labour Press Team@labourpress
Send out a search party - @LibDemPress haven’t tweeted since July 13th.
@DaraNasr | Confidential
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Lib Dem Press Office@LibDemPress
@labourpress Sorry, we’ve been busy running the country. #Coalicious
Labour Press Team @labourpress
Send out a search party - @LibDemPress haven’t tweeted since July 13th.
@DaraNasr | Confidential
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@labourpress Sorry, we’ve been busy running the country. #Coalicious
Labour Press Team @labourpress
Send out a search party - @LibDemPress haven’t tweeted since July 13th.
Lib Dem Press @LibDemPress
Labour Press Team@labourpress
@LibDemPress yes, that’s going well. Keep up the good work.
@DaraNasr | Confidential
Friday, June 28, 13
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#WeNurses
@TwitterAdsUK
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Twitter is the shortest distance between youand what interests you most
@TwitterAdsUK
Friday, June 28, 13
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10m users in the UK
source: Twitter UK Internal 2012
@TwitterAdsUK
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200m users globally
@TwitterAdsUK
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@TwitterAdsUK
80% access Twitter UK on mobile
source: Twitter UK Internal 2012
@TwitterAdsUK
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mobile.on the sofa, on the move, in the moment.
@TwitterAdsUK
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@TwitterAdsUK
TV is a key interest on Twitter
source: SecondSync 2012, Crimson Hexagon 2012
95%of online public conversations
are on Twitter
40%of all Twitter traffic around
peak time is about TVof UK Twitter users use
Twitter while watching TV
60%
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@TwitterAdsUK
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Twitter is the shortest distance between youand what interests you most
@TwitterAdsUK
Friday, June 28, 13
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Twitter is the shortest distance betweenand what interests you most
@
@TwitterAdsUK
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Twitter is the shortest distance betweenand
@ #
@TwitterAdsUK
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Capitalise on real-time marketing through content and targeting
@TwitterAdsUK
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@TwitterAdsUK
1. Live
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@TwitterAdsUK
2. Public
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@TwitterAdsUK
3. Conversational
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@TwitterAdsUK
#RyanGoslingWontEatCereal
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4. Mobile
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New York
4. Mobile
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São Paulo New York
4. Mobile
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São Paulo TokyoNew York
4. Mobile
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@TwitterAdsUK@TwitterAdsUK
#ThankYouSirAlex1.4m Mentions in first hour
Big cultural moments
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Oreo Cookie@Oreo
Power out? No problem.pic.twitter.com/dnQ7pOgC
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@TwitterAdsUK
Would you just look at this owl, isn’t it great? #SuperbOwl pic.twitter.com/NCF2HOAV
Emergency Cute Stuff@EmergencyPuppy
@TwitterAdsUK
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@TwitterAdsUK
Small personal moments
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@TwitterAdsUK
= memesmoment
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@TwitterAdsUK
memesmoment ≠
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@TwitterAdsUK
moment = relevance
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@TwitterAdsUK
moment = relevance
interests
intent
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@TwitterAdsUK
content strategy
ALWAYS ON
CONTENT CALENDAR
SCENARIO PLANNING
REAL-TIME RESPONSE
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@TwitterAdsUK
Plan for the moment
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@TwitterAdsUK
1. Plan for always-on marketing moments
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@TwitterAdsUK
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@TwitterAdsUK
Friday, June 28, 13
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@TwitterAdsUK
2. Create a winning content calendar
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@TwitterAdsUK
You gotta be in it to win it! Can you name this classic to win Easter prizes? #DoritosNameThatTune vine.co/v/bDVDizDdOuz
Doritos@doritosuk
@TwitterAdsUK
Friday, June 28, 13
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@TwitterAdsUK
You gotta be in it to win it! Can you name this classic to win Easter prizes? #DoritosNameThatTune vine.co/v/bDVDizDdOuz
Doritos@doritosuk
@TwitterAdsUK
Friday, June 28, 13
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@TwitterAdsUK@TwitterAdsUK
French Connection
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@TwitterAdsUK
3. Plan for the best scenarios
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@TwitterAdsUK
@jennymaria_ a piece of the Burberry runway #MadeFor Jenny twitpic.com/c56xOo
Burberry@Burberry
@TwitterAdsUK
Friday, June 28, 13
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Twitter, Inc. | Confidential
Barclaycard - rewarding conversation
Friday, June 28, 13
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LauraEllen@Laura_ellenxx
Can tell I like chocolate abit too much when I’m following @KITKAT and @Oreo hahahahahah
@TwitterAdsUK
Friday, June 28, 13
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LauraEllen @Laura_ellenxxCan tell I like chocolate abit too much when I’m following @KITKAT and @Oreo hahahahahah
Kit Kat@KITKAT
The fight for @Laura_ellenxx’s affections is on. @Oreo your move #haveabreak twitpic.com/cb1g84
@TwitterAdsUK
Friday, June 28, 13
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Kit Kat @KITKATThe fight for @Laura_ellenxx’s affections is on. @Oreo your more #haveabreak twitpic.com/cb1G84
Oreo Cookie@Oreo
Sorry, @KITKAT we couldn’t resist... #GiveOreoABreak pic.twitter.com/iMXjChet
@TwitterAdsUK
Friday, June 28, 13
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@TwitterAdsUK
4. Expect the worst scenarios
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@TwitterAdsUK
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Dogging Tales: 118k Tweets
Friday, June 28, 13
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@TwitterAdsUK
Friday, June 28, 13
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@TwitterAdsUK
Friday, June 28, 13
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@TwitterAdsUK
Lynx spends millions on advertising and then this happens! #doggingtales
Alan Carr@AlanCarr
@TwitterAdsUK
Friday, June 28, 13
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@TwitterAdsUK
‘Crisis meetings’ all morning thanks to Les in #DoggingTales last night... We’ve concluded there is no crisis pic.twitter.com/cqfmTDEhWH
The Lynx Effect@lynxeffect
@TwitterAdsUK
Friday, June 28, 13
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@TwitterAdsUK
If you go down to the woods today, be sure to be smelling your best... @lynxeffect #DoggingTales pic.twitter.com/t9ZFP3wLsn
DMac@waronfacades
@TwitterAdsUK
Friday, June 28, 13
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@TwitterAdsUK
5. Speed can be a key differentiator
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@TwitterAdsUK@TwitterAdsUK
Friday, June 28, 13
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@TwitterAdsUK@TwitterAdsUK
#NandosFergieTime
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@TwitterAdsUK@TwitterAdsUK
Friday, June 28, 13
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@TwitterAdsUK
Every Tweet creates a moment
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@TwitterAdsUK
Every campaign creates a moment
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@TwitterAdsUK
Every TV programme creates a moment
Friday, June 28, 13
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@TwitterAdsUK
Every event creates a moment
Friday, June 28, 13
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@TwitterAdsUK
Plan for the moment
Friday, June 28, 13
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Twitter, Inc.
AN INTEREST NETWORK WITH SOCIAL QUALITIES
H O W T O P L A N I N T H E M O M E N T W I T H T W I T T E R
@DaraNasr
Friday, June 28, 13