Seizing Value During Live Moments on Twitter

November 15, 2016

Today’s Speakers

Tommy FilipponeBrand PartnershipsTwitter

Jared SilvermanGlobal Associate Director Resolution Media

Aaron GoldmanChief Marketing Officer4C    

@TFil @Silverman_Jared @AaronGoldman

Twitter Trends

Election Insights

PROPRIETARY AND CONFIDENTIAL ©4C INSIGHTS, INC. PAGE

1.5 BillionSOCIAL MEDIA USERS

25,000ENTITIES

250,000INTEREST CATEGORIES

50,000BRANDS

41LANGUAGES

World’s largest social affinity database

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6Proprietary and confidential. ©2016 4C Insights, Inc.

The Social CampaignPOSITIVE SENTIMENT AND ENGAGEMENT

ON SOCIAL MEDIA DURING THE CAMPAIGN

Election Night EngagementPOSITIVE SENTIMENT AND ENGAGMENTON SOCIAL MEDIA ON ELECTION NIGHT

Too little too late?#IMSTILLWITHHER #STAYINLINE

#HESNOTMYPRESIDENT #NOTMYPRESIDENT

HASHTAGS ON TWITTER DURING ELECTION NIGHT

SAP Live Business + NBA Under Armour Campaign

Proprietary and confidential. ©2016 4C Insights, Inc.

The Brief:Change perception that SAP is an ERP/manufacturing-focused only solution that is too complex and expensive

Position SAP as the technology partner for businesses to create value and win in the digital economy. The campaign will represent our vision of a seamless digital business that enables our customers to sense, respond, learn, adapt, and predict…run simple.

SUMMARY OF TASK

Drive Awareness & Purchase Consideration

BUSINESSOBJECTIVES

Business leaders - CEOs and their executive LOB teams

AUDIENCE

Increase brand awareness and drive an increase in traffic to campaign landing page.

MARKETING &MEDIA OBJECTIVES

Q2-Q4 2016

TIMING

Provide Coverage Across 4 Social Core PlatformsThe Strategy:Join live conversation streams on social platforms to tell the Live Business story

Deploy detailed targeting strategy to reach key audiences

Support sponsorships when applicable

Capitalize on storytelling by expanding impact placements

Trial new offerings to further enhance social connection

Increase video presence across social channels

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Key Execution:Capitalizing on Live Moments in NBA Finals

Deliver Promoted Tweets

Leverage Co-Branded Creative

Trigger Ads

4C Technology

The Results:Social media performance exceeded all benchmarks

Extended reach and engagement of the Under Armour video via paid social

amplifications

15.2M impressions, 5.1M+ video views and 34% View Rate (13% greater than Twitter’s benchmark)

SAP’s Twitter Amplify NBA “Performance of the Night” sponsorship received 4X the impression volume

of the NBA organic tweets

Ads on Twitter that were triggered with 4C Sport Sync achieved 56% lower Cost Per Interaction while

achieving a 13% higher Interaction Rate

15Proprietary and confidential. ©2016 4C Insights, Inc.

Critical to Success:Agency collaboration and strong partnerships

Questions?

Tweet Us

Tommy FilipponeBrand PartnershipsTwitter

Jared SilvermanGlobal Associate Director Resolution Media

Aaron GoldmanChief Marketing Officer4C    

@TFil @Silverman_Jared @AaronGoldman