Post on 14-Apr-2017
transcript
#tmkme2@joell
THE POWER OF
@bampen
#MASHUPMENA
LIVE
Twitter is a live platform
PUBLIC
Tweets flow freely
CONVERSATIONAL
Twitter connects everyone
EVERYWHERE
Twitter lives everywhere
#MASHUPMENA
#ISTANDWITHAHMED
#MASHUPMENA
How can you connect with your consumers in a mobile first world?
#MASHUPMENA
THE EXPECTATION OF
#MASHUPMENA
SOURCE | Kleiner Perkins Internet Trends, 2015
150 TIMESCONSUMERS UNLOCK THEIR PHONES EVERY DAY
#MASHUPMENA
8 SECONDS
SOURCE | Microsoft research, May 2015
#MASHUPMENA
8 SECONDSTHE HUMAN ATTENTION SPAN
SOURCE | Microsoft research, May 2015
#MASHUPMENA
6,000
Tweets per second
SOURCE | Twitter Internal Data, 2015
#MASHUPMENA
40 yearsof video watched daily
SOURCE | Twitter Internal Data, 2015
#MAYPAC
2.7BN IMPRESSIONS
Source: Twitter Internal Data, 2015
EXCITEMENT IN THE #NOW@FLOYDMAYWEATHER
@MANNYPACQUIAO
#MASHUPMENA
THE ONLY DAYPART IS
#MASHUPMENA
Reaching fragmented audiences
Connecting with rich experiences
Understanding the new purchase funnel
BIGGEST CHALLENGES TODAY
#MASHUPMENA
What if you could easilylive on mobile?
reachpeople
#MASHUPMENA
live reach
#MASHUPMENA
What if you could be morerelevant, all day, everyday ?
#MASHUPMENA
everyday relevance
#MASHUPMENA
What if you could deliver engagingexperiences on mobile?content
#MASHUPMENA
engaging content
#MASHUPMENA
LIVE Reach
#MASHUPMENA
#MASHUPMENA
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
Source: Twitter Internal Data, 2015#MASHUPMENA
#ARABSGOTTALENT #ARABIDOL #STARACARABIA
#MASHUPMENA
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
LIVE REACH BUILDS MOMENTUM ON TWITTER
0
15M
30M
60M
MAR 4 MAR 7
45M
Cumulative Impressions
Source: Twitter Internal Data, 2015#MASHUPMENA
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
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
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
#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
#MASHUPMENA
#MASHUPMENA
100%+boost in Reach
#MASHUPMENA
EVERYDAY Relevance
#MASHUPMENA
ACTIVE SOCIALITELoves meeting new people
and socializing with her friends
#MASHUPMENA
OFFICE PROFESSIONAL
Loves networking and building his career
#MASHUPMENA
CONSCIENTIOUS MOTHER
Loves trying new activities with her young children
#MASHUPMENA
#MASHUPMENA
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
#MASHUPMENA
THE MOST POWERFUL TARGETING SIGNALS
Events Media IntentInterests
#MASHUPMENA
IntentInterests
EVENT TARGETING
TV TARGETING
Events Media
#MASHUPMENA
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
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
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
THE MOST POWERFUL TARGETING SIGNALS
MediaEvents IntentInterests
AaKEYWORD
TARGETINGINTEREST
TARGETING
#MASHUPMENA
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
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
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
#MASHUPMENA
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
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
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
PARTICIPATE AROUND INTERESTS AND CONVERSATIONS
FOOD & SNACKS
ENTERTAINMENT
COOKING
FASHION FITNESS
CARS SPORTS
GAMINGMUSIC
#MASHUPMENA
PARTICIPATE AROUND INTERESTS AND CONVERSATIONS
FOOD & SNACKS
ENTERTAINMENT
COOKING
FASHION FITNESS
CARS SPORTS
GAMINGMUSIC
#MASHUPMENA
@MAGGIArabiaMAGGI Arabia
#MASHUPMENA
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
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
PREDICTABLE & POWERFULEveryday moments on Twitter are like the sun.
#MASHUPMENA
ENGAGING Content
#MASHUPMENA
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
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
MAXIMISE CONTENT FROM
YOUR BRAND AMBASSADORS
DISTRIBUTE YOUR VIDEO
CONTENT
Promoted by Samsung Middle East
Promoted by Dubizzle
#MASHUPMENA
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
It’s ti
me
to s
how
the
wor
ld th
at
doing
thing
s #L
ikeAG
irl m
eans
st
rong
, tale
nted
and
dow
nrig
ht
amaz
ing.
Alw
ays
@Al
way
s
4 RE
TWEE
TS 3
FAV
ORI
TES
Prom
oted
DEEPER EMOTIONAL IMPACT
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
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
Source | NeuroResearch at Twitter, Neuro-Insight, 2014
Sense of personal relevance
+51%
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
#tmkme2@joell
THE POWER OF
@bampen
#MASHUPMENA
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
Mine everyday conversations
TIPS FOR EVERYDAY
Plan for evergreen content
Deliver to moments of receptivity
1
2
3
#MASHUPMENA
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