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Digital Marketing Live! 2014 - Twitter - Suzanne Ekel
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Digital Marketing Live! 2014 - Twitter - Suzanne Ekel

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'MARKETING IN THE MOMENT’: OVER REAL TIME MARKETING MET TWITTER …

'MARKETING IN THE MOMENT’: OVER REAL TIME MARKETING MET TWITTER

Hoe kun je als merk meer uit Twitter halen? Tijdens deze
presentatie legt Suzanne Ekel uit hoe via Twitter real-time
marketing kan worden ingezet. Hoe creëer je campagnes
die je merk versterken, activeren en engagement
genereren? ‘Live marketing’ dus, aan de hand van enkele
aansprekende cases.

Published in: Marketing

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Transcript

  • 1. Marketing in The Moment #DML14 - 21 Mei 2014 @suzanneekel
  • 2. @TwitterAds | Confidential LIVE PUBLIC CONVERSATIONAL
  • 3. @TwitterAds | Confidential 3
  • 4. @TwitterAds | Confidential 4
  • 5. @TwitterAds | Confidential 5
  • 6. @TwitterAds | Confidential 6
  • 7. @TwitterAds | Confidential
  • 8. 78% on mobile Source | Twitter Internal, 2014 500m Tweets/day 255m active users
  • 9. Eurovision Tweetfestival #ESF14
  • 10. Eurovision Tweetfestival #ESF14
  • 11. Eurovision Tweetfestival Eurovision 
 Tweetfestival #ESF14
  • 12. Subtitle Your statement
  • 13. @TwitterAds | Confidential @TwitterAdsUK | Confidential 40% of all Twitter traffic around peak time is about TV of Twitter mobile users use Twitter while watching TV 64% Source: Compete US 2012 Source: Nielsen, The Social Media Report, 2012 Source: BlueFin Study 2012
  • 14. 1 in 2NL users FOLLOW brands on Twitter1 Source | 1Nielsen Twitter Consumer Survey The Netherlands nov 2013
  • 15. 94%of Twitter users shop on their mobile devices Source | Mobile Clickstream Research, Retail, Nielsen UK, Sept 2013
  • 16. A REALTIME OPPORTUNITY FOR BRAND RELEVANCE
  • 17. RIGHT CONTENT RIGHT MOMENT RIGHT AUDIENCE
  • 18. GREAT CONTENT = EFFECTIVE ADVERTISING
  • 19. PROMOTED PRODUCTS = INCREASED RESULTS
  • 20. Promoted Products #PromotedTweets - drive engagement #PromotedAccounts - grow follower base #PromotedTrends - quickly ramp awareness
  • 21. Prospecting Conversion Loyalty Interest Look-a-like Followers TV targeting Search Keyword Tailored audiences Overlay with: ! Mobile Gender Geography Language TARGET THE RIGHT AUDIENCE
  • 22. EVERYDAY LIVE PLANNED UNPLANNED REACTIVE ALWAYS ON EVENT CAMPAIGN
  • 23. EVERYDAY LIVE PLANNED UNPLANNED ALWAYS ON EVENT CAMPAIGN REACTIVE
  • 24. EVERYDAY LIVE PLANNED UNPLANNED ALWAYS ON EVENT CAMPAIGN REACTIVE
  • 25. @TwitterAds | Confidential 25
  • 26. EVERYDAY LIVE PLANNED UNPLANNED ALWAYS ON EVENT CAMPAIGN REACTIVE
  • 27. EVERYDAY LIVE PLANNED UNPLANNED ALWAYS ON EVENT CAMPAIGN REACTIVE
  • 28. EVERYDAY LIVE PLANNED UNPLANNED ALWAYS ON EVENT CAMPAIGN REACTIVE
  • 29. EVERYDAY LIVE PLANNED UNPLANNED ALWAYS ON EVENT CAMPAIGN REACTIVE
  • 30. EVERYDAY LIVE PLANNED UNPLANNED ALWAYS ON EVENT CAMPAIGN REACTIVE
  • 31. EVERYDAY LIVE PLANNED UNPLANNED ALWAYS ON EVENT CAMPAIGN REACTIVE
  • 32. EVERYDAY LIVE PLANNED UNPLANNED ALWAYS ON EVENT CAMPAIGN REACTIVE
  • 33. #resultsAv. ER: 19% Top ER: 28% Av. Cost/Engagement: €0,04
  • 34. Make a difference Tell stories Engage your audience Take risks
  • 35. @TwitterAds | Confidential THANK YOU! @suzanneekel #TweetYouLater