Agenda

1 Twitter & Ad Dynamo !

2 Why we use Twitter !

3 How brands are leveraging Twitter !

4 Tweet Mechanics !

5 Questions

&

Why we use Twitter

KEEP UP TO DATE

CONNECT DISCOVER 64%

Breaking news

49% Friends

50% Hobbies/ Interests

41% Celebrities

39% Sports

42% Brands/

products

37% Career

30% Family

55% People I

know 53% Those I don’t know

37% Celebrities

42% Talk/discuss with others

58% Search

41% Music, film, TV 38%

Brands/ products

43% Share

updates 40%

Procrastinate

Why we use Twitter

We laugh

We cry

948,916,919

Tweets about Mandela

We celebrate

Your StatementSubtitle

#OSCARS !

19.1M TWEETS viewed 3.3B timesby 37 million people

@TwitterAdsUK | Confidential@TwitterAdsUK | Confidential 16

How brands leverage Twitter

EVERYDAY

LIVE

PLANNED

UNPLANNED

REACTIVE

ALWAYS ON EVENT

CAMPAIGN

Successful brands listen first

@TwitterAdsUK

Tweets

LauraEllen @Laura_ellenxx

Can tell I like chocolate abit too much when I’m following @KITKAT and @Oreo hahahaha

@TwitterAdsUK

KITKAT @KITKAT

The fight for @Laura_ellenxx’s affections is on. @oreo your move #haveabreak twitpic.com/cb1g84

@TwitterAdsUK

Oreo Cookie @Oreo

Sorry, @kitkat we couldn’t resist... #GiveOreoABreak pic.twitter.com/iMXjChetOa

@smartcarusa outsmarts disparaging comments with a well-timed response

BEST PRACTICES • Address comments directly and quickly • Respond with authenticity • Be personal and conversational

Tweets

Official Smart Car USA @smartcarusa Couldn’t have been one bird, @adtothebone. Sounds more like 4.5 million. (Seriously, we did the math.) pic.twitter.com/aLYScFR3

Clayton Hove @adtothebone Outsmarted by Smart Car t.co/qfoOsZhQ Best. Social media response. Ever.

Clayton Hove @adtothebone Saw a bird had crapped on a Smart Car. Totaled it.

Monitor the conversation around your brand & act

REACTIVE

Everyday conversations are your marketing moment

@TwitterAds | Confidential

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#runVOLUME OF CONVERSATION

WED SATFRITUE THU SUNMON

@TwitterAds | Confidential

@TwitterAds | Confidential

Results for #WhyICantSleepAtNightRelated: #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 / TimelineTweets

What is distinct or known about an event?

KICK-OFF

Plan for unexpected moments

�26

�28�27

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Create a moment

@TwitterAds | Confidential37

BEST PRACTICES • Be bold and do the unexpected • Tie online and offline worlds together • Leverage celebs, spokespeople and

influencers to extend good news

Tweets

Peter Shankman @petershankman Oh. My. God. I don’t believe it. @mortons showed up at EWR WITH A PORTERHOUSE! lockerz.com/s/123ffvf

Peter Shankman @petershankman Hey @Mortons - can you meet me at newark airport with a porterhouse when I land in 2 hours? K, thanks. :)

@Mortons surprises a loyal and influential customer to generate an authentic conversation

Create serendipitous moments

#WorldCup2014

#WorldCup

The 2014 World Cup tournament:

32 days

64 matches

672M Tweets

SOURCE | TWITTER DATA

672 Million Tweets about #WorldCup2014

SOURCE: TOPSY

… that delivered 729 BILLION Tweet Impressions

SOURCE: TOPSY

…which were seen by every Twitter user in the world

SOURCE: TOPSY

How brands got involved in #WorldCup2014

Beats By Dre @beatsbydre

So far, the makings of an instant classic. #GER #ARG

Tide @tide

We’ve seen this match-up before. #GERvsARG #KeepItClean pic.twitter.com/e4ofiz15nS

Define your tone & voice

49

@O2 connects with users and addresses unsatisfied customer’s with a touch of humour

Tweets

O2 in the UK @O2 @Tunde24_7 Have you tried to reset the router ting fam, so mans can use the wifi and dat?

O2 in the UK @O2 @Tunde24_7 The router/modem that sends the WiFi signal round mans yard to get internet? Reset it and let us know how you get on fam.

Tunde @Tunde24_7 @O2 bastard big man ting I swear direct me to your owner what happened to my internet connection fam mans having to use wifi and dat

Tunde @Tunde24_7 @o2 jheeze so u man speak slang and dat r u a girl what ends u from. And naa ii didn't what router

BEST PRACTICES • Address brand detractors directly • Respond with empathy and

sincerity • Keep the discussion going for as

long the interaction is appropriate

Measure the mood when addressing brand critics

Tweet MechanicsBuild a community & amplify your brandStructure Tweets for engagement

Understand Tweet Mechanics

Structure Tweets for engagement Time Tweets to benefit your audience

Gain insight into what drives engagement on Twitter and experiment to find the approach that works best for your brand

-118 characters

Structure Tweets for engagementTweets

The Barista Bar @baristabar Check out this amazing latte mugshot from one of our followers! Follow @baristabar & tweet #mugshot with your best shot pic.twitter.com/kMKYmTIM

Top 10 Best Performing Tweets of all time incorporated these best practices: A character length of less than 100*

98% included a link for deeper engagement

72% used hashtags to brand conversation

70% featured new, up-to-minute content

40% used direct calls to action (“Click here”)

40% were exclamatory in tone (used “!”)

38% announced the launch of a new product

24% asked a question

Time Tweets for engagement

Frequency !

Day of Week !

Time of Day !

Live Moments !

#We’reNearlyThere SummaryBuild a community & amplify your brand

Choose the Products that deliver on your goals

Promoted Trends

Promoted Accounts

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The Barista Bar @baristabar

Promoted by The Barista Bar

Who to follow

Promoted

The Barista Bar @baristabar

Follow

Tweets

Username@username

San Francisco Trends

#DailyCoffeeDrink#CoffeeAroundTheWorld

#ILoveCoffee Promoted

Promoted Tweets

3 Products

A follower is 58% more likely to buy your product

A follower is 2.5x more likely to Tweet a positive experience

How will you succeed in the moment?

#asantesana@addynamo @seanrileysa