Twtr chamber112811 revised [compatibility mode]

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Twtr chamber112811 revised [compatibility mode]

  1. 1. Issue Advocacy and the First Twitter ElectionNovember 28, 2011 TWITTER INC. CONFIDENTIAL 1
  2. 2. The Twitter Election
  3. 3. The Twitter Election“In 2012, the Web phenomenon mostlikely to change the political dynamicis Twitter, the social networking sitethat creates a real-time loop ofcommunication among its users.” ” - The Hill, “Welcome to thefirst Twitter Election,” Nov 25,2011
  4. 4. How Twitter Works @joedoe Handle Who I Follow My FollowersTimeline Suggested Accounts To Follow Trending Topics TWITTER INC. CONFIDENTIAL 4
  5. 5. Connect through interests sports NEWS music humor Politics fathe Tech Industry r entertainment colleagues food & travel brands TWITTER INC. CONFIDENTIAL 5
  6. 6. #RealTime TWITTER INC. CONFIDENTIAL 6
  7. 7. Twitter growth400M+Unique Visitors / Month100M+Active Users250M+Tweets per day 2006 2009 2012 TWITTER INC. CONFIDENTIAL 7
  8. 8. Billions of Tweets servedThen: 3 years, 2 months, 1 dayNow: 4.5 days TWITTER INC. CONFIDENTIAL 8
  9. 9. Twitter is mobileof active users utilizeTwitter on a mobiledeviceof new Twitter users starton a mobile device TWITTER INC. CONFIDENTIAL 9
  10. 10. Millions of ways to use Twitter 60% 40% Tweet Producers Tweet ConsumersListen Tweet Retweet @Reply Listen TWITTER INC. CONFIDENTIAL 10
  11. 11. Twitter users are opinionleaders SOURCES: * Exact Target / CoTweet - June 2010 ‡ Pew Research Center - June 2011 TWITTER INC. CONFIDENTIAL 11
  12. 12. Top Tweet producers Political Leaders 100% of Presidential candidates are on Twitter Athletes 90% of NBA basketball players are on Twitter Humanitarians 99% of America’s top 200 non-profits are on Twitter Entertainers 90% of the Billboard Top 100 are on Twitter TV Shows 100% of the top 50 Nielsen-rated TV shows are on Twitter TWITTER INC. CONFIDENTIAL 12
  13. 13. Television Drives Twitter Usage 250000 Plan ahead to target organically trending topics and #hashtags during relevant offline events to increase the frequency and reach of your content. Align your messaging with popular conversations in real-time. 200000 “#CNNdebate” “#CNNdebate”Number of Mentions 150000 Democracy Democrat “#GOPdebate” GOP “#GOPdebate” Republican Bloomberg Debate CNN Debate 100000 “#GOPdebate” Fox Debate “#ECONdebate” Republican Debate 50000 0 TWITTER INC. CONFIDENTIAL 6/1 6/8 6/15 6/22 6/29 7/6 7/13 7/20 7/27 8/3 8/10 8/17 8/24 8/31 9/7 9/14 9/21 9/28 10/5 10/1210/19 13
  14. 14. Promoted Products for PoliticsSeptember 21, 2011- Political Ads Launch- DC - based team established- Political ads identifiable by the purple check- Mouse - over for customizable disclaimer language TWITTER INC. CONFIDENTIAL 14
  15. 15. Media Products TWITTER INC. CONFIDENTIAL 15
  16. 16. Engagement matters.05% Standard Display TWITTER INC. CONFIDENTIAL 16
  17. 17. 1. Scale your followers using Promoted Accounts to add more advocates and influencers2. Amplify conversations through Promoted Tweets for authentic word-of-mouth interaction3. Ramp awareness with Promoted Trends that drive buzz and engagement TWITTER INC. CONFIDENTIAL 17
  18. 18. Promoted AccountsScale your followers in the Who to follow moduleadd advocates | enrich conversations | grow incremental earnedmedia TWITTER INC. CONFIDENTIAL 18
  19. 19. The Value of Your FollowersYour campaign will invest time and money into the content published on Twitter.Doubling the amount of followers at the beginning of the campaign will double theamount of engagement/ROI and earned media from the same (fixed) amount ofinput/updates. 30,000 Organic Due to the increased activity, we see a 12% avg. uplift in Followers organic follower acquisition when advertisers run Promoted Accounts. 20,000 25,000 20,000 15,000 Total Followers Proposed media plan 15,000 10,000 18k 10,000 5,000 5,000 Current run rate has CLIENT X’s acquiring an 6k estimated 6k organic followers by Election Day. 0 Nov. 2011 Nov. 2012 Twitter Confidential 2011 19
  20. 20. Promoted TweetsTargeting options In timelines In search to followers or follower-look-a-likes at the top of the results page Geo-targeting by DMA also available for local and regional campaigns TWITTER INC. CONFIDENTIAL 17
  21. 21. Promoted TrendsAccelerate awareness of your message capture the moment | seed conversation | generate buzz TWITTER INC. CONFIDENTIAL 21
  22. 22. Promoted TrendsAccelerate awareness of your message capture the moment | seed conversation | generate buzz TWITTER INC. CONFIDENTIAL 22
  23. 23. Case Study & BestPractices TWITTER INC. CONFIDENTIAL 23
  24. 24. Increasing reachOrganic or paid, Twitter drives reach & exposure for yourbrand Promoted Tweets in the Timeline Organic Tweets Promoted Accounts scale your followers Promoted Tweets to Followers Twitter Confidential 2011 24
  25. 25. Maximizing Engagement viaPaid & Organic ActivityThere are 8 common traits that drive the highest level of engagement forboth Promoted & Organic Tweets: Link 98% included links for deeper engagement Hashtag 72% used hashtags to brand the conversation Real-Time 70% featured new, up-to-the minute content Call to Action 40% used direct calls to action (“Click here”) Exclamatory! 40% were exclamatory in tone (used “!”) New Product 38% announced the launch of a new product Ask a Question 24% asked a question Game-Related 22% related to a game or contest TWITTER INC. CONFIDENTIAL 25
  26. 26. National Parks Conservation Associationleverages a current event to drive actionsGoal:Grow awareness, increase donations andpetition signatures.Solution:Piggy-back Promoted Tweets on anorganically trending topicResults:Using #IfGovernmentShutsDown injectedimmediacy into the campaign.Over 5,200 people clicked on the link in theTweet to contact members of Congress tosupport national park fundingPicked up by Twitter’s “Top Tweets” and broadcasted to an additional 1.1 millionpeopleCNN reported the message being one of the most popular government shutdownTweets TWITTER INC. CONFIDENTIAL 26
  27. 27. U.S. Chamber of CommerceTwitter helps the U.S. Chamber reach an influential audience Promoted Accounts, Promoted Tweets @uschamber• Promoted Accounts: Built an influential follower base by targeting users interested in policy issues• Promoted Tweets: Used hashtags such as #jobs to communicate jobs creation plan and to ask for petition signatures• Retweet rates for Promoted Tweets: 50% higher than the average across Twitter• Acquired in 3 months, the same number of followers it would have taken 4 years to acquire organically Twitter users are 50% more likely to influence someone’s vote* 80% of Congress is on Twitter *2011 Pew Research Center Study @TwitterAds | Confidential 27
  28. 28. U.S. Chamber of CommerceTwitter helps the U.S. Chamber reach an influential audience Promoted Accounts, Promoted Tweets @uschamber Challenge: The U.S. Chamber of Commerce invests heavily in CAMPAIGN TIP traditional media to relay its position on national issues. With the Use Promoted Accounts to increasing success of social media in galvanizing the public, the organization wanted to add more dynamic ways to extend the impact of your communicate policy issues to influencers. Tweets by building a base of influential followers who will Solution: Twitter offers access to journalists, traditional news help you spread your message. media, the general public and government leaders — over 80% of Congress is on Twitter. Twitter users are also 50% more likely to influence someone’s vote*. U.S. Chamber used Promoted Accounts to build a follower base of these influential groups and then used Promoted Tweets to broadcast issues such as jobs creation. Results: At an organic rate it would have taken the U.S. Chamber about four years to gain the same number of followers that it acquired in only three months from the campaign. Followers fit right into the influential target audience — most also followed members of Congress and national campaign committees. Retweet rates for Promoted Tweets were high — 50% more than the average rate. *2011 Pew Research Center Study @TwitterAds | Confidential 28
  29. 29. Analytics TWITTER INC. CONFIDENTIAL 29
  30. 30. Promoted AccountsWho are yourfollowers and whendid you get them? See when your existing followers started following you Discover their top interests Gender Gain insight into See where your the accounts you followers are from by share most country and state, followers with and dive into each TWITTER INC. CONFIDENTIAL 30
  31. 31. Promoted TweetsPromoted Tweet and Timeline Activity dashboardsCheck out individual Tweet andoverall campaign performance TWITTER INC. CONFIDENTIAL 31
  32. 32. Promoted TrendsTools to gauge engagement and performanceEverything you wantto know about Trendperformance can befound on the TrendsDashboard TWITTER INC. CONFIDENTIAL 32
  33. 33. #ThankYoupgreenberger@twitter.commindy@twitter.com 3

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