Ryan Ginsberg | Building Community Through Twitter

  • 1,006 views
Uploaded on

 

  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
No Downloads

Views

Total Views
1,006
On Slideshare
0
From Embeds
0
Number of Embeds
4

Actions

Shares
Downloads
19
Comments
0
Likes
2

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. Twitter, Inc. | Thursday, November 14, 13 Confidential
  • 2. Life is a series of “now” moments @TwitterAds | Confidential Thursday, November 14, 13 3
  • 3. Thursday, November 14, 13
  • 4. #SKYWIRE GENERATED 1M TWEETS Thursday, November 14, 13
  • 5. Thursday, November 14, 13
  • 6. Thursday, November 14, 13
  • 7. Thursday, November 14, 13
  • 8. T WI T T ER IS Live, Public, Conversational Thursday, November 14, 13
  • 9. Participate in the conversation Influence consumers attitudes and behaviors @TwitterAds | Confidential Thursday, November 14, 13 12
  • 10. 75% access Twitter via mobile Source: Twitter Internal July, 2013 @TwitterAds | Confidential Thursday, November 14, 13 13
  • 11. 230M active users Source: Twitter Internal July, 2013 @TwitterAds | Confidential Thursday, November 14, 13 14
  • 12. 500 million Tweets every day Source: Twitter Internal July, 2013 @TwitterAds | Confidential Thursday, November 14, 13 15
  • 13. Millions of moments to engage Thursday, November 14, 13
  • 14. How can you plan for the moment? Thursday, November 14, 13
  • 15. Plan for everyday moments Thursday, November 14, 13
  • 16. #hungry VOLUME OF CONVERSATION MON TUE WED THU FRI SAT SUN Source: Twitter Internal July, 2013 @TwitterAds | Confidential Thursday, November 14, 13 19
  • 17. “run” VOLUME OF CONVERSATION MON Thursday, November 14, 13 TUE WED THU FRI SAT SUN
  • 18. 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
  • 19. “tired” VOLUME OF CONVERSATION MON TUE WED THU FRI SAT SUN Source: Twitter Internal July, 2013 @TwitterAds | Confidential Thursday, November 14, 13 21
  • 20. @TwitterAds | Confidential Thursday, November 14, 13 22
  • 21. 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
  • 22. Thursday, November 14, 13 H
  • 23. Thursday, November 14, 13
  • 24. Thursday, November 14, 13
  • 25. Every holiday is a moment to connect @TwitterAds | Confidential Thursday, November 14, 13 27
  • 26. 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
  • 27. Thursday, November 14, 13
  • 28. Thursday, November 14, 13
  • 29. Plan for cultural moments Thursday, November 14, 13
  • 30. @TwitterAds | Confidential Thursday, November 14, 13 32
  • 31. #WinTheMoment | Thursday, November 14, 13 Twitter Confidential
  • 32. #WinTheMoment | Thursday, November 14, 13 Twitter Confidential
  • 33. #WinTheMoment | Thursday, November 14, 13 Twitter Confidential
  • 34. 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
  • 35. 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
  • 36. Plan for Live moments Thursday, November 14, 13
  • 37. adidasfootball @adidasfootball Twelve months. One moment. All different - #allforthis #UCLFinale pic.twitter.com/4CGZeJC9CC Scenario Planning @TwitterAds | Confidential Thursday, November 14, 13 39
  • 38. @TwitterUK Thursday, November 14, 13
  • 39. #SMWF | @ShaneSteele Thursday, November 14, 13
  • 40. 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
  • 41. Text Thursday, November 14, 13
  • 42. Inspirational Moments Thursday, November 14, 13 H
  • 43. Thursday, November 14, 13
  • 44. Thursday, November 14, 13
  • 45. Plan connected moments Thursday, November 14, 13
  • 46. 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
  • 47. 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
  • 48. 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
  • 49. Thursday, November 14, 13
  • 50. @TwitterAds | Confidential Thursday, November 14, 13 52
  • 51. #Hashtags drive action @TwitterAdsUK Thursday, November 14, 13
  • 52. Baileys US @BaileysOriginal In honor of the ultimate #Oscars2013 #girlsnight we put together our own musical number: @TwitterAds | Confidential Thursday, November 14, 13
  • 53. #Recommendations @TwitterAds | Confidential Thursday, November 14, 13
  • 54. LISTEN AND RESPOND TO CHATTER Thursday, November 14, 13
  • 55. PR0VIDE VALUE WITH ALWAYS-ON CONTENT Thursday, November 14, 13
  • 56. 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
  • 57. SET TARGET OBJECTIVES Thursday, November 14, 13
  • 58. GROW YOUR FOLLOWER BASE Thursday, November 14, 13
  • 59. 62 CONNECT CROSS-PLATFORM CONVERSATION Twitter, Inc. | Thursday, November 14, 13 Confidential
  • 60. 63 BREAK THROUGH THE CLUTTER Twitter, Inc. | Thursday, November 14, 13 Confidential
  • 61. 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
  • 62. Plan for the moment @TwitterAds | Confidential Thursday, November 14, 13
  • 63. #Everyday moments @TwitterAds | Confidential Thursday, November 14, 13
  • 64. #Live moments @TwitterAds | Confidential Thursday, November 14, 13
  • 65. #Connected moments @TwitterAds | Confidential Thursday, November 14, 13
  • 66. Brands don’t have target markets, they have target moments. 59 characters @rorysutherland Thursday, November 14, 13
  • 67. #thankyou @rygins Thursday, November 14, 13