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
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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
Try our new salted caramel lattes from now until Jan! Download a coupon for your second one free at http://baristabar.info/saltedcaramel
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