Marketing in The Moment
#DML14 - 21 Mei 2014
@suzanneekel
@TwitterAds | Confidential
LIVE
PUBLIC
CONVERSATIONAL
@TwitterAds | Confidential 3
@TwitterAds | Confidential 4
@TwitterAds | Confidential 5
@TwitterAds | Confidential 6
@TwitterAds | Confidential
78% on mobile
Source | Twitter Internal, 2014
500m Tweets/day
255m active users
Eurovision Tweetfestival
#ESF14
Eurovision Tweetfestival
#ESF14
Eurovision
Tweetfestival
Eurovision 

Tweetfestival
#ESF14
Subtitle
Your
statement
@TwitterAds | Confidential
@TwitterAdsUK | Confidential
40%
of all Twitter traffic
around peak time is
about TV
of Twitter mob...
1 in 2NL users FOLLOW
brands on Twitter1
Source | 1Nielsen Twitter Consumer Survey The Netherlands nov 2013
94%of Twitter users shop on
their mobile devices
Source | Mobile Clickstream Research, Retail, Nielsen UK, Sept 2013
A REALTIME
OPPORTUNITY
FOR BRAND
RELEVANCE
RIGHT CONTENT
RIGHT MOMENT
RIGHT AUDIENCE
GREAT
CONTENT
=
EFFECTIVE
ADVERTISING
PROMOTED
PRODUCTS
=
INCREASED
RESULTS
Promoted Products
#PromotedTweets - drive engagement
#PromotedAccounts - grow follower base
#PromotedTrends - quickly ramp...
Prospecting
Conversion
Loyalty
Interest
Look-a-like
Followers
TV targeting
Search
Keyword
Tailored
audiences
Overlay with:...
EVERYDAY
LIVE
PLANNED
UNPLANNED
REACTIVE
ALWAYS
ON
EVENT
CAMPAIGN
EVERYDAY
LIVE
PLANNED
UNPLANNED
ALWAYS
ON
EVENT
CAMPAIGN
REACTIVE
EVERYDAY
LIVE
PLANNED
UNPLANNED
ALWAYS
ON
EVENT
CAMPAIGN
REACTIVE
@TwitterAds | Confidential 25
EVERYDAY
LIVE
PLANNED
UNPLANNED
ALWAYS
ON
EVENT
CAMPAIGN
REACTIVE
EVERYDAY
LIVE
PLANNED
UNPLANNED
ALWAYS
ON
EVENT
CAMPAIGN
REACTIVE
EVERYDAY
LIVE
PLANNED
UNPLANNED
ALWAYS
ON
EVENT
CAMPAIGN
REACTIVE
EVERYDAY
LIVE
PLANNED
UNPLANNED
ALWAYS
ON
EVENT
CAMPAIGN
REACTIVE
EVERYDAY
LIVE
PLANNED
UNPLANNED
ALWAYS
ON
EVENT
CAMPAIGN
REACTIVE
EVERYDAY
LIVE
PLANNED
UNPLANNED
ALWAYS
ON
EVENT
CAMPAIGN
REACTIVE
EVERYDAY
LIVE
PLANNED
UNPLANNED
ALWAYS
ON
EVENT
CAMPAIGN
REACTIVE
#resultsAv. ER: 19%
Top ER: 28%
Av. Cost/Engagement: €0,04
Make a difference
Tell stories
Engage your audience
Take risks
@TwitterAds | Confidential
THANK YOU!
@suzanneekel
#TweetYouLater
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Digital Marketing Live! 2014 - Twitter - Suzanne Ekel

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Published on

'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

Digital Marketing Live! 2014 - Twitter - Suzanne Ekel

  1. 1. Marketing in The Moment #DML14 - 21 Mei 2014 @suzanneekel
  2. 2. @TwitterAds | Confidential LIVE PUBLIC CONVERSATIONAL
  3. 3. @TwitterAds | Confidential 3
  4. 4. @TwitterAds | Confidential 4
  5. 5. @TwitterAds | Confidential 5
  6. 6. @TwitterAds | Confidential 6
  7. 7. @TwitterAds | Confidential
  8. 8. 78% on mobile Source | Twitter Internal, 2014 500m Tweets/day 255m active users
  9. 9. Eurovision Tweetfestival #ESF14
  10. 10. Eurovision Tweetfestival #ESF14
  11. 11. Eurovision Tweetfestival Eurovision 
 Tweetfestival #ESF14
  12. 12. Subtitle Your statement
  13. 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. 14. 1 in 2NL users FOLLOW brands on Twitter1 Source | 1Nielsen Twitter Consumer Survey The Netherlands nov 2013
  15. 15. 94%of Twitter users shop on their mobile devices Source | Mobile Clickstream Research, Retail, Nielsen UK, Sept 2013
  16. 16. A REALTIME OPPORTUNITY FOR BRAND RELEVANCE
  17. 17. RIGHT CONTENT RIGHT MOMENT RIGHT AUDIENCE
  18. 18. GREAT CONTENT = EFFECTIVE ADVERTISING
  19. 19. PROMOTED PRODUCTS = INCREASED RESULTS
  20. 20. Promoted Products #PromotedTweets - drive engagement #PromotedAccounts - grow follower base #PromotedTrends - quickly ramp awareness
  21. 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. 22. EVERYDAY LIVE PLANNED UNPLANNED REACTIVE ALWAYS ON EVENT CAMPAIGN
  23. 23. EVERYDAY LIVE PLANNED UNPLANNED ALWAYS ON EVENT CAMPAIGN REACTIVE
  24. 24. EVERYDAY LIVE PLANNED UNPLANNED ALWAYS ON EVENT CAMPAIGN REACTIVE
  25. 25. @TwitterAds | Confidential 25
  26. 26. EVERYDAY LIVE PLANNED UNPLANNED ALWAYS ON EVENT CAMPAIGN REACTIVE
  27. 27. EVERYDAY LIVE PLANNED UNPLANNED ALWAYS ON EVENT CAMPAIGN REACTIVE
  28. 28. EVERYDAY LIVE PLANNED UNPLANNED ALWAYS ON EVENT CAMPAIGN REACTIVE
  29. 29. EVERYDAY LIVE PLANNED UNPLANNED ALWAYS ON EVENT CAMPAIGN REACTIVE
  30. 30. EVERYDAY LIVE PLANNED UNPLANNED ALWAYS ON EVENT CAMPAIGN REACTIVE
  31. 31. EVERYDAY LIVE PLANNED UNPLANNED ALWAYS ON EVENT CAMPAIGN REACTIVE
  32. 32. EVERYDAY LIVE PLANNED UNPLANNED ALWAYS ON EVENT CAMPAIGN REACTIVE
  33. 33. #resultsAv. ER: 19% Top ER: 28% Av. Cost/Engagement: €0,04
  34. 34. Make a difference Tell stories Engage your audience Take risks
  35. 35. @TwitterAds | Confidential THANK YOU! @suzanneekel #TweetYouLater
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