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Ryan Ginsberg | Building Community Through Twitter
 

Ryan Ginsberg | Building Community Through Twitter

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    Ryan Ginsberg | Building Community Through Twitter Ryan Ginsberg | Building Community Through Twitter Presentation Transcript

    • Twitter, Inc. | Thursday, November 14, 13 Confidential
    • Life is a series of “now” moments @TwitterAds | Confidential Thursday, November 14, 13 3
    • Thursday, November 14, 13
    • #SKYWIRE GENERATED 1M TWEETS Thursday, November 14, 13
    • Thursday, November 14, 13
    • Thursday, November 14, 13
    • Thursday, November 14, 13
    • T WI T T ER IS Live, Public, Conversational Thursday, November 14, 13
    • Participate in the conversation Influence consumers attitudes and behaviors @TwitterAds | Confidential Thursday, November 14, 13 12
    • 75% access Twitter via mobile Source: Twitter Internal July, 2013 @TwitterAds | Confidential Thursday, November 14, 13 13
    • 230M active users Source: Twitter Internal July, 2013 @TwitterAds | Confidential Thursday, November 14, 13 14
    • 500 million Tweets every day Source: Twitter Internal July, 2013 @TwitterAds | Confidential Thursday, November 14, 13 15
    • Millions of moments to engage Thursday, November 14, 13
    • How can you plan for the moment? Thursday, November 14, 13
    • Plan for everyday moments Thursday, November 14, 13
    • #hungry VOLUME OF CONVERSATION MON TUE WED THU FRI SAT SUN Source: Twitter Internal July, 2013 @TwitterAds | Confidential Thursday, November 14, 13 19
    • “run” VOLUME OF CONVERSATION MON Thursday, November 14, 13 TUE WED THU FRI SAT SUN
    • Thursday, November 14, 13 :0 0& :0 0& :0 0& :0 0& :0 0& :0 0& :0 0& :0 0& :0 0& :0 0& :0 0& :0 0& :0 0& :0 0& :0 0& :0 0& :0 0& :0 0& :0 0& :0 0& :0 0& :0 0& :0 0& :0 0& :0 0& :0 0& :0 0& :0 0& :0 0& :0 0& :0 0& :0 0& :0 0& :0 0& :0 0& :0 0& :0 0& :0 0& :0 0& :0 0& :0 0& :0 0& “run” VOLUME OF CONVERSATION MON TUE WED THU FRI SAT SUN
    • “tired” VOLUME OF CONVERSATION MON TUE WED THU FRI SAT SUN Source: Twitter Internal July, 2013 @TwitterAds | Confidential Thursday, November 14, 13 21
    • @TwitterAds | Confidential Thursday, November 14, 13 22
    • Everyday moments Results for #WhyICantSleepAtNight Related: #whyicantsleepatnight insomnia, #flipyourmorning, gnoooomes, hd... Tweets Top / All / Timeline zzzQuil @zzzQuil Seriously, these tweets will still be here tomorrow. Let’s go to bed together. Promoted by zzzQuil @TwitterAds | Confidential Thursday, November 14, 13 23
    • Thursday, November 14, 13 H
    • Thursday, November 14, 13
    • Thursday, November 14, 13
    • Every holiday is a moment to connect @TwitterAds | Confidential Thursday, November 14, 13 27
    • Lowe’s @Lowes Stripped screw? No problem, just use a rubber band. #lowesfixinsix #howto vine.co/v/bU61aqq2YOp Add value to everyday moments Vine @vineapp · Unfollow Jamison Ernst @JamisonMernst Mind blown. “ @Lowes: Stripped screw? No problem, just use a rubber band. #lowesfixinsix @TwitterAds | Confidential #howto vine.co/v/bU61aqq2YOp Thursday, November 14, 13 28
    • Thursday, November 14, 13
    • Thursday, November 14, 13
    • Plan for cultural moments Thursday, November 14, 13
    • @TwitterAds | Confidential Thursday, November 14, 13 32
    • #WinTheMoment | Thursday, November 14, 13 Twitter Confidential
    • #WinTheMoment | Thursday, November 14, 13 Twitter Confidential
    • #WinTheMoment | Thursday, November 14, 13 Twitter Confidential
    • Tweets Oreo Cookie @Oreo WARNING: Shark sighted. Dunk at own risk. #dailytwist pic.twitter.com/nEM1g7kv Promoted by Oreo Twitter Inc. | @TwitterAds Thursday, November 14, 13
    • Tweets Oreo Cookie @Oreo A fire will rise. An Oreo cookie will dunk. #dailytwist pic.twitter.com/dZ Promoted by Oreo Cookie Promoted by Oreo Cookie Hide Photo Hide Photo Twitter Inc. | @TwitterAds Thursday, November 14, 13
    • Plan for Live moments Thursday, November 14, 13
    • adidasfootball @adidasfootball Twelve months. One moment. All different - #allforthis #UCLFinale pic.twitter.com/4CGZeJC9CC Scenario Planning @TwitterAds | Confidential Thursday, November 14, 13 39
    • @TwitterUK Thursday, November 14, 13
    • #SMWF | @ShaneSteele Thursday, November 14, 13
    • 2.8M Tweets 8-Oct 9-Oct 10-Oct 11-Oct 12-Oct 13-Oct 14-Oct 15-Oct 16-Oct 17-Oct #SMWF | @ShaneSteele Thursday, November 14, 13
    • Text Thursday, November 14, 13
    • Inspirational Moments Thursday, November 14, 13 H
    • Thursday, November 14, 13
    • Thursday, November 14, 13
    • Plan connected moments Thursday, November 14, 13
    • Twitter is the EKG of attention on TV 700K Walking Dead X Factor Pretty Little Liars The Voice 525K 350K 175K 0K Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Source: Twitter internal 2012 Twitter, Inc. | Confidential 48 Thursday, November 14, 13
    • 66 % mobile users Use Twitter in front of the TV at home I learn all my negotiation techniques from watching @SharkTankABC! Love watching @mcuban #sharktank 33 % mobile users Tweet about the show they are watching Thursday, November 14, 13 Source: Nielsen State of the Media: The Nielsen Cross-Platform Report Jan ’12 Twitter, Inc. | Confidential 49
    • Twitter drives the online TV conversation 95 % Of the public conversation around TV is taking place on Twitter Source: Bluefin US 2012 (top) and Compete US 2012 (middle, bottom) Twitter, Inc. | Confidential 50 Thursday, November 14, 13
    • Thursday, November 14, 13
    • @TwitterAds | Confidential Thursday, November 14, 13 52
    • #Hashtags drive action @TwitterAdsUK Thursday, November 14, 13
    • Baileys US @BaileysOriginal In honor of the ultimate #Oscars2013 #girlsnight we put together our own musical number: @TwitterAds | Confidential Thursday, November 14, 13
    • #Recommendations @TwitterAds | Confidential Thursday, November 14, 13
    • LISTEN AND RESPOND TO CHATTER Thursday, November 14, 13
    • PR0VIDE VALUE WITH ALWAYS-ON CONTENT Thursday, November 14, 13
    • Plan & execute against content series Monday: #_______________ Tuesday: Sports Highlight Also factor in support for media buys, events and general milestones or holidays Thursday, November 14, 13 Wednesday: Tips and Tricks Thursday: Spokesperson Spotlight Friday: Weekend Inspiration
    • SET TARGET OBJECTIVES Thursday, November 14, 13
    • GROW YOUR FOLLOWER BASE Thursday, November 14, 13
    • 62 CONNECT CROSS-PLATFORM CONVERSATION Twitter, Inc. | Thursday, November 14, 13 Confidential
    • 63 BREAK THROUGH THE CLUTTER Twitter, Inc. | Thursday, November 14, 13 Confidential
    • Promotion drives reach & acceleration Organic campaign 10-15% of followers will see a brand’s organic tweet Paid campaign THE Twitter Internal, UK campaigns Q3 2012 SOURCE @TwitterAds | Confidential Thursday, November 14, 13 64
    • Plan for the moment @TwitterAds | Confidential Thursday, November 14, 13
    • #Everyday moments @TwitterAds | Confidential Thursday, November 14, 13
    • #Live moments @TwitterAds | Confidential Thursday, November 14, 13
    • #Connected moments @TwitterAds | Confidential Thursday, November 14, 13
    • Brands don’t have target markets, they have target moments. 59 characters @rorysutherland Thursday, November 14, 13
    • #thankyou @rygins Thursday, November 14, 13