plan for the moment - #brightonseo

@TwitterAds | Confidential

Plan for the Moment

@olisnoddySeptember 13, 2013

Tuesday, September 17, 13

@TwitterAdsUK

the pulse of the planet

@TwitterAdsUK


@TwitterAdsUK

Barack Obama@BarackObama

Four more years.pic.twitter.com/bAJE6Vom

@TwitterAdsUK


@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


Labour Press Team@labourpress

Send out a search party - @LibDemPress haven’t tweeted since July 13th.

@TwitterAdsUK


Lib Dem Press Office@LibDemPress

@labourpress Sorry, we’ve been busy running the country. #Coalicious

Labour Press Team @labourpressSend out a search party - @LibDemPress haven’t tweeted since July 13th.

@TwitterAdsUK


@labourpress Sorry, we’ve been busy running the country. #Coalicious

Labour Press Team @labourpressSend 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.

@TwitterAdsUK


JOSE MARIA@Josemalo76

@JoseantonioJun Hola José Antonio,tenemos farola sin tapa al alcance de niñosen C/Lince junto al contenedorpic.twitter.com/KpFxvpG3pz


Miguel Espigares@elgranespi

@JoseantonioJun @josemalo76Restituida la tapa de farola, gracias por el avisopic.twitter.com/OkavTbaPph


@TwitterAdsUK

1. more relevant2. a multiplier3. can be planned for

The moment...


#hungry

Stanley Milgram (1933 - 1984)


Number of People Looking Up

Probability of passersby

looking up

...who stop


#hungry

Attention is steered by the visible crowd


Live, Public, Conversational

TWITTER IS


3.2M TWEETS in 12 HOURS

Source: Topsy Pro, 2013


15M UK users


80% access Twitter via mobile


1 billion Tweets every 2 days


Billions of moments to engage


How can you plan for the moment?


@TwitterAdsUK

Scenario Planning

EVERYDAY MOMENTS

LIVE MOMENTS

CONNECTED MOMENTS


Plan for everyday moments


#hungry

WED SATFRITUE THU SUNMON

VOLUME OF CONVERSATION



“run”VOLUME OF CONVERSATION




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“run”VOLUME OF CONVERSATION




“shopping”


VOLUME OF CONVERSATION



Big, predictable moments every single day

Shopping Tesco



@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


https://twitter.com/search?q=%23lowesfixinsix&src=hash


https://twitter.com/search?q=%23howto&src=hash


https://t.co/zNdoiIvFOi


https://twitter.com/vineapp


https://twitter.com/search?q=vine.co&src=typd#


@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


















@TwitterAdsUK

NatWest Help @NatWest_HelpCold in your student flat? DIY winter warmer #uniproof vine.co/v/hMFZhBnZ3Qa

Tweets


#hungry


#hungryMoments matter

Non-engaged userEngaged user

Purchase IntentBrand Favorability

+30%

+53%

Source: Nielsen Brand Effect for Twitter, March 2013


Plan for live moments


@TwitterAds | Confidential 45

Twelve months. One moment. All different - #allforthis #UCLFinale pic.twitter.com/4CGZeJC9CC

adidasfootball@adidasfootball

Key live moments can be planned for


@TwitterAdsUK


@TwitterAds | Confidential 50

NBA @NBAHow did that go in?!? Pondexter with crazy shot and foul! #NBARapidReplay #LiveMas - on.nba.com/Z7HypG

Promoted by NBA

Tweets

Twitter Amplify


Plan connected moments


@TwitterAdsUK

Optimise your TV ads

It seems while I’ve been away a pony has been moonwalking youtu.be/Ekro5T9Iaio #DancePonyDance

Clare Balding@clarebalding

@TwitterAdsUK


@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


#hungryUtilise two screens


#hungry


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%

Source: Nielsen Brand Effect for Twitter, March 2013



moments #Everyday



moments #Live



moments #Connected



Plan for the moment


@TwitterAdsUK

1. more relevant2. a multiplier3. can be planned for

The moment...


166m Tweets of #MTVhottest



@olisnoddySeptember 13, 2013

#ThankYou


plan for the moment - #brightonseo

Technology

topsy pro

sunmon source

number of people

probability of passersby

twitteradsuk david whitehouse

hours source

twitteradsuk barack

libdempress labour press