Twitter Workshop 2014

TODAY’S AGENDA •  Introduction to Twitter

•  Case Studies

•  Twitter Best Practices

•  Planning for the Moment

•  Twitter Advertising

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A brief history of Twitter

140 character maximum is based on SMS texting limitations - plus up to 20 characters for a username.

THE FORMAT

FOUNDED IN 2006 BY

True now as it was then, Twitter’s strength is the ability to communicate with anyone on any mobile phone anywhere in the world.

THE BENEFIT

230m+ active users

@TwitterAdsUK | Confidential

source: Twitter Internal Q3 2013

3.5 billion Tweets

@TwitterAdsUK | Confidential

every week source: Twitter Internal Q3 2013

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Connect in real-time with who and what interests you most

MOVIES AND!TELEVISION

MUSIC!

SPORTS!

FASHION

Food AND DRINK

TECHNOLOGY!

BOOKS AND COMICS!

TRAVEL!

BUSINESS

The Good Examples

THE WORLD’S EVENTS HAPPEN ON TWITTER

@7UPARABIA

May 2013: Launched promoted campaigns Focus was on Promoted Trends

ENGAGE WITH YOUR FOLLOWERS

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#              #BESTTWEETPRACTICES  

If your brand was a person, who would they be and why?

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Interests Target users based on their interests

Resonate with users

Mobile Target users by device & platform

Reach user at point-of-purchase

Look-a-likes Target users who are similar to your followers

Increase potential reach

Location Target users by country, state or metro area

Narrow in on key markets

Search Target users searching relevant keywords

Leverage real-time intent

@ Handle Targeting Target a audience of influencers

Target niche audiences via custom accounts

Keywords Target users talking about precise keywords

Target real-time context & intention

Gender Target users by gender

Increase relevance

Twitter’s targeting capabilities

KEEP YOUR TWEETS LOOKING CLEAN

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Think  about  the  ac8on  you  want  to  happen  and  make  it  as  easy  as  possible  

for  the  user  

INCLUDE STRONG CALL TO ACTION

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Tweets  must  have  one  strong  call  to  ac8on  and  

when  possible  tell  the  user  what  sort  of  value  add  there  

is  to  engage  

DRESS UP CONTENT WITH VIDEOS AND IMAGES

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QUICK TIPS FOR MAKING TWEETS ENGAGING

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Keep  your  tweets  clean  

Use  Strong  call  to  ac8on    

Engage  with  your  followers  

Use  video  and  images    

Make  value  clear  to  your  followers    

@TwitterAds | Confidential

Plan for the Moment

How can you plan for the moment?

Scenario Planning

EVERYDAY MOMENTS

LIVE MOMENTS CONNECTED MOMENTS

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#SKYWIRE GENERATED 1M TWEETS!

Robert Flores @RoFloESPN

#Skywire is a victory for courage, perseverance, and dad jeans.

267 RETWEETS

124 FAVORITES

Seth Meyers @sethmeyers

Thank you, Jeansus. #Skywire

3,734 RETWEETS

1,713 FAVORITES

Lee Jeans @LeeJeans

Denim: preferred by cowboys, rockstars and @NikWallenda #Skywire

32 RETWEETS

12 FAVORITES

Plan for everyday moments

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MON TUE WED THU FRI SAT SUN

“tired” VOLUME OF CONVERSATION

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Source: Twitter Internal July, 2013

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Results for #WhyICantSleepAtNight Related: #whyicantsleepatnight insomnia, #flipyourmorning, gnoooomes, hd...

zzzQuil @zzzQuil Seriously, these tweets will still be here tomorrow. Let’s go to bed together.

Promoted by zzzQuil

Top / All / Timeline Tweets

Everyday moments

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RAMADAN  TWEETS  2013  ENGLISH  &  ARABIC  

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500000  

1000000  

1500000  

2000000  

2500000  

Mentions  

18.7 M TWEETS IN THE GCC!

FOOD  RELATED  TWEETS  2013  ENGLISH  &  ARABIC

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MOR   AFT   EVE   MOR   AFT   EVE   MOR   AFT   EVE   MOR   AFT   EVE   MOR   AFT   EVE   MOR   AFT   EVE   MOR   AFT   EVE  

Mentions  

July  7th     July  8th     July  9th     July  10th     July  11th     July  12th     July  13th    

Tweets peaked at 83.5K on the 1st day of Ramadan (July 9th) in EGY, UAE, KUW & QAT

FOOD  RELATED  TWEETS  2013  ENGLISH  &  ARABIC  

July  7th     July  8th     July  9th     July  10th     July  11th     July  12th     July  13th    

Tweets peaked at 806K on the 1st day of Ramadan (July 9th) in KSA

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MOR AFT EVE MOR AFT EVE MOR AFT EVE MOR AFT EVE MOR AFT EVE MOR AFT EVE MOR AFT EVE

Mentions  

3.2M TWEETS in 12 HOURS!

@TwitterAdsUK

In Summer 2014, people around the world will flock to Twitter to take part in the World Cup

@TwitterAdsUK

Using a mix of interest and keyword targeting, you can be there with them

@TwitterAds | Confidential @TwitterAds | Confidential

Football is a global passion

& 47M FOOTBALL FANS

230M ACTIVE USERS

THERE ARE OVER

@TwitterAds | Confidential

Record Tweets-per-second:

source: Twitter Internal, 2012

16.5M total Tweets

@TwitterAds | Confidential

Big games drive conversation

@TwitterAds | Confidential source: GWI, July 2013 @TwitterAds | Confidential

43% WANT EXPERT

CONTENT

66% WANT COMPETITIONS

TO WIN FOOTBALL TICKETS

What fans want from brands

62% WANT PROMOTIONS /

DISCOUNTS ON BRAND &

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KFC Colonel @kfc_colonel RT @rydogg23: KFC, if you have any interest for your next commercial, I’m available #kfc #iatethebones vine.co/v/bUzDvbPbQHB

Promoted by KFC Colonel

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TV is more effective with Twitter

+27% increase in

engagement rates

+58% higher purchase intent

+95%!stronger message

association

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Source: Nielsen Brand Effect for Twitter, March 2013

Creating a Twitter Strategy

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LISTEN FIRST

"  Monitor conversations about your brand

Reach out quickly and approach individuals directly

"  Observe the competition’s conversations

Jump in only if it’s appropriate and play to your strengths

"  Elevate supporters, pacify critics

Listen for signals - address both positives and negatives

Questions?

#Thankyou