REAL-TIME P L A N N I N G

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The short version.

Twitter Ads UK@TwitterAdsUK

This book is a teaser of a bigger workbook. For the full version and a planning workshop please contact your representative or @TwitterAdsUK

@TwitterAdsUK

Twitter is an open, real-time platform that instantly connects people with what’s most meaningful to them. We often say that Twitter is the shortest distance between you and what interests you most.

This interest is expressed in a huge volume of conversation on Twitter. 400 million Tweets are sent every day.

Brands have the opportunity to be part of the conversation and surface their messages to the people that matter most. Real-time planning is key to managing these messages successfully.

@TwitterAdsUK

CONTENTS

CONTENT STRATEGY2.

MEASUREMENT5.

MEDIA MIX4.

CAMPAIGNS3.

MARKETING IN THE MOMENT1.

@TwitterAdsUK

Marketing in the moment means the relevance of advertising messages can be enhanced by the sweet spot of timing. Whether online, in front of the TV or on mobile, Twitter allows brands to connect with their customers at peak moments of desire and need.

A “moment” on Twitter is about the intersection between interest and intent.

Every time a user tweets, or engages with a Tweet, a new marketing moment arises. For example, “I need to plan a holiday”, or “so excited about the Grand National,” sends signals about the user’s interests and intent.

moment = relevance

interests

intent

MARKETING IN THE MOMENT

1.

@TwitterAdsUK

CONTENT STRATEGY

Content is the substance of any conversation. What does your content say about your brand every day? What do you want your audience to think and do when they engage with you? And what’s in it for them?

Planning what you say, and when you say it, is key to success. (And remember, great content gets shared.)

2.

@TwitterAdsUK

to get updates on future products

to stay informed about the activities of a company

to get updates on upcoming sales

to learn more about the company

to interact (ie. share ideas, provide feedback)

to show my support for the company to others

customer service 41%

41%

42%

44%

53%

55%

57%

Reasons Twitter UK users follow brands:

Whether in 140 characters, photos, or video, understanding the interests and intent of your audience can help you decide on tone of voice. We see successful content as largely giving one-to-one help, broadcasting information, or entertaining. It doesn’t always have to be funny :)

fun helpful

informative

pick two

WHAT YOU SAY

Source: Compete UK, 2012

@TwitterAdsUK

Constraint inspires creativity, and on Twitter you can say more with less. It’s always the simple that consistently performs, and travels further and faster with every retweet.

If Twitter is the chatroom then hashtags are the channel. Hashtags enable brands to organise and steer the conversation. Just as you have a brand hierarchy, a hashtag hierarchy is key to fully leveraging your content.

MASTER BRANDeg. Nike’s #makeitcount

PRODUCTeg. EE’s #4GEE

CAMPAIGNeg. Three’s #danceponydance

REACTIVEeg. Absolute Radio’s #nowplaying

Hashtag hierarchy:

freebies photo fun comment sale group-buy new product video live event charity

39%42%43%45%45%45%

48%51%

57%

What do people retweet?

Source: Compete UK, 2012

@TwitterAdsUK

PLANNING for THE MOMENT,

REAL-TIME PLANNING IS

NOT JUST IN IT.

WHEN YOU SAY IT

@TwitterAdsUK

CONTENT STRATEGY CONTENT CALENDARREAL-TIME RESPONSE

SCENARIO PLANNING

ALWAYS ON

SCENARIO PLANNING Have you built a presence to minimise brand risk and capitalise on new opportunities?

REAL-TIME RESPONSEDo you have a process that enables real-time decision making and response to users, memes, other brands, celebs & TV?

CONTENT CALENDARAre you ready to create, harness and amplify the buzz around your key launches, sponsorships and campaigns?

ALWAYS ONIs your brand present at peak moments of interest?

@TwitterAdsUK

CAMPAIGNS

3.

In this sea of real-time content, does

your brand message consistently rise

to the top?

Does it reach and reward the people

it needs to?

@TwitterAdsUK

CUSTOMERS

PROSPECTS

ADVOCATES

While organic activity only reaches your followers, Promoted Products are powered by interest and intent so you can reach new people. A range of targeting options ensure you reach customers, prospects and gain more advocates.

Great Twitter campaigns take advantage of the organic uses of the platform, as well as the paid enhancements.

Twitter’s Promoted Products ensure your brand messages are surfaced when it matters, to the people that matter most.

ORGANIC

PROMOTED

TARGETING

SURFACING YOUR CONTENT

45% are likely to recommendthe brand they follow

25% of mobile users followmore than 10 brands

50% follow a brand for customer service

of mobile Twitter users follow a brand67%

@TwitterAdsUK

MOBILE

80% of UK Twitter users access the platform via mobile.

Source: Compete UK, 2012

SECOND SCREEN

of UK Twitter users use Twitter while

watching TV

60%of all UK Twitter

traffic around peak time is about TV

40%of online public

conversations about TV are on Twitter

90%+

Twitter is increasingly the second screen.

Source: SecondSync 2012, Crimson Hexagon 2012

AVERAGE ENGAGEMENT RATES

Standard Display

0.07%Twitter Promoted

Tweets

1-3% 11-15%with a Promoted

Trend

Source: Twitter Internal 2012

DID YOU KNOW?

@TwitterAdsUK

ALWAYS ON

EVENT SPIKES

What are the key objectives for your brand and products? Is your audience on the sofa, on mobile, or online? Have you considered how Tweet context and sentiment can improve your campaign?

Targeting Tweets by keywords and interests ensures brand presence at peak moments of intent.

Users often also tweet replies, creating a feedback loop between brand and customer. Harnessing real-time user responses helps refine and optimise your campaigns.

ALWAYS ON

Twitter is an online, public mirror for real-world events. Whether in support of your sponsorships, or simply to align your brand, targeting Tweets and Trends is the most scaleable way to tap into these conversations.

Similarly, brand-owned events and launches can see maximum impact with similar buys. The Promoted Trend guarantees visibility in the Trends box - the destination for discovering the biggest conversations in real-time.

For targeting specific interests or audiences, Promoted Tweet targeting gives brands relevance at scale.

EVENTS

@TwitterAdsUK

Whatever the ad, wherever it is, chances are people are talking about it on Twitter. Brands can use these conversations to harness the full potential of cross-media campaigns.

Through the two phenomena of discovery and engagement, Twitter and other media channels drive each other in a complimentary cycle. For example, an integrated hashtag can boost engagement by organising people to tweet and interact. In the other direction, a Twitter Promoted Trend, or Tweet in a users’ timeline, can drive discovery.

TWITTER

MEDIA

ENGAGEMENT

DISCOVERY

MEDIA MIX

4.

When things happen in the real world, they happen on Twitter

@TwitterAdsUK

Simply integrating a hashtag can organise your conversations, and prompt your audience to engage. Having a visible presence on Twitter helps connect your Twitter and TV story. Tweets are easily shareable. Assets like photos and videos are often retweeted more.

Deeper integration stimulates a greater volume of Twitter conversation. Inviting users to participate through competitions, polling or generating their own content creates involvement and feedback loops that propel your brand story further and faster.

SIMPLE INTEGRATION

DEEPER INTEGRATION

1.

2.

3.

4.

5.

PROMINENT # IN ALL MEDIA

TWITTER OPTIMISATION

EASILY SHAREABLE ASSETS

USER PARTICIPATION

FEEDBACK LOOP/

DYNAMIC STORYTELLING

@TwitterAdsUK

#danceponydance integration in the TV ad organises viewers around the single hashtag,

1.

Organic and paid Twitter activity connects the campaign to viewers on the platform - continuing the conversation and deepening engagement.

2.

Video embedded in the Promoted Tweets allowed viewers to view the ad again, and easily share by simply retweeting.

3.

Invited user participation in creating their own version of the ad with an online mixer. User generated content propels the ad into meme status.

4.

Promoted dynamic storytelling with user generated videos aired as the next TV spots.

5.

#danceponydanceTV + TWITTER

EXAMPLE:

@TwitterAdsUK

Conversations happen on Twitter. Organic, user generated hashtags surface.

1.

Promoted Trend launches ticket sales with hashtag #BookOfMormonTickets to harness the online conversation and drive users to action.

2.

Every Tweet is instantly shareable. Purchase link in the Tweet spreads further and faster with every retweet.

3.

User’s adoopt the hashtag #lovemormon to comment, give reviews, deepen the story.

4.

User and celeb Tweets create a feedback loop. Tweets used as the content for the next wave of print and outdoor ads.

5.

#lovemormonPRINT/OUTDOOR + TWITTER

EXAMPLE:

@TwitterAdsUK

Advertisers can manage their campaigns in real-time with full view into their paid and earned activity, and additional audience insights.

TWITTER ADS CENTRE

PAIDAdvertisers only pay when users engage with their ads. Reporting gives breakdowns by reach, engagement and spend metrics.

EARNEDCampaign performance goes over and above the engagements advertisers pay for, namely when Tweets get shared. Earned media reporting, providing a complete view into the impact of Promoted Tweets in driving reach and engagement.

INSIGHTRegardless of campaign set-up, advertisers can see granular performance breakdowns by device, location, gender and interests. Additional audience insight into secondary interests, beyond initial targeting, help refine strategies both on and off Twitter.

MEASUREMENT

5.

@TwitterAdsUK

There are a number of certified partners who specialise in earned media value, attribution and more. Please speak with your Twitter representative for further information.

PARTNERS

In collaboration with Nielsen, the brand survey tool enables advertisers to measure the impact of their Twitter campaigns on message association, brand metrics and purchase intent.

NIELSEN BRAND EFFECT FOR TWITTER

Brand Effect surveys feel native to the platform with surveys embedded in Tweets. Participation does not require click through to an external site, or an interruptive pop-up.

Advertisers are able to measure and compare survey responses across devices - desktop, tablet and smartphone. Additionally, brands can understand how perceptions differ among different audience segments including interests, location, gender.

advertising.twitter.com | @TwitterAdsUK | business.twitter.com