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Twitter, Inc.
AN INTEREST NETWORK WITH
SOCIAL QUALITIES
H O W T O P L A N I N T H E M O M E N T
W I T H T W I T T E R
@Dar...
@TwitterAdsUK
the pulse of the planet
@TwitterAdsUK
Friday, June 28, 13
@TwitterAdsUK
Barack Obama
@BarackObama
Four more years.
pic.twitter.com/bAJE6Vom
@TwitterAdsUK
Friday, June 28, 13
@TwitterAdsUK
David Whitehouse
@d_whitehouse
Lance Armstrong should be applauded for
being able to ride a bike so well on ...
powered by conversations
@TwitterAdsUK
Friday, June 28, 13
1 billion Tweets every 2.5 days
source: Twitter Internal 2012
@TwitterAdsUK
Friday, June 28, 13
@TwitterAdsUK
where news breaks
@TwitterAdsUK
Friday, June 28, 13
@TwitterAdsUK
Fast news
1m Tweets in 3 hours
@TwitterAdsUK
Friday, June 28, 13
@TwitterAdsUK
Friday, June 28, 13
@TwitterAdsUK
where new connections are made
@TwitterAdsUK
Friday, June 28, 13
Labour Press Team
@labourpress
Send out a search party - @LibDemPress
haven’t tweeted since July 13th.
@DaraNasr | Confiden...
Lib Dem Press Office
@LibDemPress
@labourpress Sorry, we’ve been busy
running the country. #Coalicious
Labour Press Team @l...
@labourpress Sorry, we’ve been busy running the
country. #Coalicious
Labour Press Team @labourpress
Send out a search part...
#WeNurses
@TwitterAdsUK
Friday, June 28, 13
Twitter is the shortest distance between you
and what interests you most
@TwitterAdsUK
Friday, June 28, 13
10m users in the UK
source: Twitter UK Internal 2012
@TwitterAdsUK
Friday, June 28, 13
200m users globally
@TwitterAdsUK
Friday, June 28, 13
@TwitterAdsUK
80% access Twitter UK on mobile
source: Twitter UK Internal 2012
@TwitterAdsUK
Friday, June 28, 13
mobile.
on the sofa, on the move, in the
moment.
@TwitterAdsUK
Friday, June 28, 13
@TwitterAdsUK
TV is a key interest on Twitter
source: SecondSync 2012, Crimson Hexagon 2012
95%
of online public conversat...
@TwitterAdsUK
Friday, June 28, 13
Twitter is the shortest distance between you
and what interests you most
@TwitterAdsUK
Friday, June 28, 13
Twitter is the shortest distance between
and what interests you most
@
@TwitterAdsUK
Friday, June 28, 13
Twitter is the shortest distance between
and
@
#
@TwitterAdsUK
Friday, June 28, 13
Capitalise on real-time marketing through
content and targeting
@TwitterAdsUK
Friday, June 28, 13
@TwitterAdsUK
1. Live
Friday, June 28, 13
@TwitterAdsUK
2. Public
Friday, June 28, 13
@TwitterAdsUK
3. Conversational
Friday, June 28, 13
@TwitterAdsUK
#RyanGoslingWontEatCereal
Friday, June 28, 13
4. Mobile
Friday, June 28, 13
New York
4. Mobile
Friday, June 28, 13
São PauloNew York
4. Mobile
Friday, June 28, 13
São Paulo TokyoNew York
4. Mobile
Friday, June 28, 13
@TwitterAdsUK@TwitterAdsUK
#ThankYouSirAlex
1.4m Mentions in first hour
Big cultural moments
Friday, June 28, 13
Oreo Cookie
@Oreo
Power out? No problem.
pic.twitter.com/dnQ7pOgC
Friday, June 28, 13
@TwitterAdsUK
Would you just look at this owl, isn’t it
great? #SuperbOwl pic.twitter.com/
NCF2HOAV
Emergency Cute Stuff
@...
@TwitterAdsUK
Small personal moments
Friday, June 28, 13
@TwitterAdsUK
= memesmoment
Friday, June 28, 13
@TwitterAdsUK
memes
moment ≠
Friday, June 28, 13
@TwitterAdsUK
moment = relevance
Friday, June 28, 13
@TwitterAdsUK
moment = relevance
interests
intent
Friday, June 28, 13
@TwitterAdsUK
content strategy
ALWAYS ON
CONTENT CALENDAR
SCENARIO PLANNING
REAL-TIME RESPONSE
Friday, June 28, 13
@TwitterAdsUK
Plan for the moment
Friday, June 28, 13
@TwitterAdsUK
1. Plan for always-on marketing moments
Friday, June 28, 13
@TwitterAdsUK
Friday, June 28, 13
@TwitterAdsUK
Friday, June 28, 13
@TwitterAdsUK
2. Create a winning content calendar
Friday, June 28, 13
@TwitterAdsUK
You gotta be in it to win it! Can you
name this classic to win Easter prizes?
#DoritosNameThatTune vine.co/v...
@TwitterAdsUK
You gotta be in it to win it! Can you
name this classic to win Easter prizes?
#DoritosNameThatTune vine.co/v...
@TwitterAdsUK@TwitterAdsUK
French Connection
Friday, June 28, 13
@TwitterAdsUK
3. Plan for the best scenarios
Friday, June 28, 13
@TwitterAdsUK
@jennymaria_ a piece of the Burberry
runway #MadeFor Jenny twitpic.com/
c56xOo
Burberry
@Burberry
@TwitterAd...
Twitter, Inc. | Confidential
Barclaycard - rewarding conversation
Friday, June 28, 13
LauraEllen
@Laura_ellenxx
Can tell I like chocolate abit too much
when I’m following @KITKAT and @Oreo
hahahahahah
@Twitte...
LauraEllen @Laura_ellenxx
Can tell I like chocolate abit too much when I’m
following @KITKAT and @Oreo hahahahahah
Kit Kat...
Kit Kat @KITKAT
The fight for @Laura_ellenxx’s affections is on. @Oreo
your more #haveabreak twitpic.com/cb1G84
Oreo Cookie...
@TwitterAdsUK
4. Expect the worst scenarios
Friday, June 28, 13
@TwitterAdsUK
Dogging Tales: 118k Tweets
Friday, June 28, 13
@TwitterAdsUK
Friday, June 28, 13
@TwitterAdsUK
Friday, June 28, 13
@TwitterAdsUK
Lynx spends millions on advertising
and then this happens! #doggingtales
Alan Carr
@AlanCarr
@TwitterAdsUK
F...
@TwitterAdsUK
‘Crisis meetings’ all morning thanks to
Les in #DoggingTales last night...
We’ve concluded there is no crisi...
@TwitterAdsUK
If you go down to the woods today, be
sure to be smelling your best...
@lynxeffect #DoggingTales
pic.twitter...
@TwitterAdsUK
5. Speed can be a key differentiator
Friday, June 28, 13
@TwitterAdsUK@TwitterAdsUK
Friday, June 28, 13
@TwitterAdsUK@TwitterAdsUK
#NandosFergieTime
Friday, June 28, 13
@TwitterAdsUK@TwitterAdsUK
Friday, June 28, 13
@TwitterAdsUK
Every Tweet creates a moment
Friday, June 28, 13
@TwitterAdsUK
Every campaign creates a moment
Friday, June 28, 13
@TwitterAdsUK
Every TV programme creates a moment
Friday, June 28, 13
@TwitterAdsUK
Every event creates a moment
Friday, June 28, 13
@TwitterAdsUK
Plan for the moment
Friday, June 28, 13
Twitter, Inc.
AN INTEREST NETWORK WITH
SOCIAL QUALITIES
H O W T O P L A N I N T H E M O M E N T
W I T H T W I T T E R
@Dar...
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Marketing week

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Twitter presentation from Marketing Week Live June 2013

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Transcript of "Marketing week"

  1. 1. Twitter, Inc. AN INTEREST NETWORK WITH SOCIAL QUALITIES H O W T O P L A N I N T H E M O M E N T W I T H T W I T T E R @DaraNasr Friday, June 28, 13
  2. 2. @TwitterAdsUK the pulse of the planet @TwitterAdsUK Friday, June 28, 13
  3. 3. @TwitterAdsUK Barack Obama @BarackObama Four more years. pic.twitter.com/bAJE6Vom @TwitterAdsUK Friday, June 28, 13
  4. 4. @TwitterAdsUK David Whitehouse @d_whitehouse Lance Armstrong should be applauded for being able to ride a bike so well on drugs. I tried it once. Hit a dog and fell into a canal. 10,496 RETWEETS 2,229 FAVORITES 4:17 PM - 18 Jan 13 @TwitterAdsUK Friday, June 28, 13
  5. 5. powered by conversations @TwitterAdsUK Friday, June 28, 13
  6. 6. 1 billion Tweets every 2.5 days source: Twitter Internal 2012 @TwitterAdsUK Friday, June 28, 13
  7. 7. @TwitterAdsUK where news breaks @TwitterAdsUK Friday, June 28, 13
  8. 8. @TwitterAdsUK Fast news 1m Tweets in 3 hours @TwitterAdsUK Friday, June 28, 13
  9. 9. @TwitterAdsUK Friday, June 28, 13
  10. 10. @TwitterAdsUK where new connections are made @TwitterAdsUK Friday, June 28, 13
  11. 11. Labour Press Team @labourpress Send out a search party - @LibDemPress haven’t tweeted since July 13th. @DaraNasr | Confidential Friday, June 28, 13
  12. 12. Lib Dem Press Office @LibDemPress @labourpress Sorry, we’ve been busy running the country. #Coalicious Labour Press Team @labourpress Send out a search party - @LibDemPress haven’t tweeted since July 13th. @DaraNasr | Confidential Friday, June 28, 13
  13. 13. @labourpress Sorry, we’ve been busy running the country. #Coalicious Labour Press Team @labourpress Send out a search party - @LibDemPress haven’t tweeted since July 13th. Lib Dem Press @LibDemPress Labour Press Team @labourpress @LibDemPress yes, that’s going well. Keep up the good work. @DaraNasr | Confidential Friday, June 28, 13
  14. 14. #WeNurses @TwitterAdsUK Friday, June 28, 13
  15. 15. Twitter is the shortest distance between you and what interests you most @TwitterAdsUK Friday, June 28, 13
  16. 16. 10m users in the UK source: Twitter UK Internal 2012 @TwitterAdsUK Friday, June 28, 13
  17. 17. 200m users globally @TwitterAdsUK Friday, June 28, 13
  18. 18. @TwitterAdsUK 80% access Twitter UK on mobile source: Twitter UK Internal 2012 @TwitterAdsUK Friday, June 28, 13
  19. 19. mobile. on the sofa, on the move, in the moment. @TwitterAdsUK Friday, June 28, 13
  20. 20. @TwitterAdsUK TV is a key interest on Twitter source: SecondSync 2012, Crimson Hexagon 2012 95% of online public conversations are on Twitter 40% of all Twitter traffic around peak time is about TV of UK Twitter users use Twitter while watching TV 60% Friday, June 28, 13
  21. 21. @TwitterAdsUK Friday, June 28, 13
  22. 22. Twitter is the shortest distance between you and what interests you most @TwitterAdsUK Friday, June 28, 13
  23. 23. Twitter is the shortest distance between and what interests you most @ @TwitterAdsUK Friday, June 28, 13
  24. 24. Twitter is the shortest distance between and @ # @TwitterAdsUK Friday, June 28, 13
  25. 25. Capitalise on real-time marketing through content and targeting @TwitterAdsUK Friday, June 28, 13
  26. 26. @TwitterAdsUK 1. Live Friday, June 28, 13
  27. 27. @TwitterAdsUK 2. Public Friday, June 28, 13
  28. 28. @TwitterAdsUK 3. Conversational Friday, June 28, 13
  29. 29. @TwitterAdsUK #RyanGoslingWontEatCereal Friday, June 28, 13
  30. 30. 4. Mobile Friday, June 28, 13
  31. 31. New York 4. Mobile Friday, June 28, 13
  32. 32. São PauloNew York 4. Mobile Friday, June 28, 13
  33. 33. São Paulo TokyoNew York 4. Mobile Friday, June 28, 13
  34. 34. @TwitterAdsUK@TwitterAdsUK #ThankYouSirAlex 1.4m Mentions in first hour Big cultural moments Friday, June 28, 13
  35. 35. Oreo Cookie @Oreo Power out? No problem. pic.twitter.com/dnQ7pOgC Friday, June 28, 13
  36. 36. @TwitterAdsUK Would you just look at this owl, isn’t it great? #SuperbOwl pic.twitter.com/ NCF2HOAV Emergency Cute Stuff @EmergencyPuppy @TwitterAdsUK Friday, June 28, 13
  37. 37. @TwitterAdsUK Small personal moments Friday, June 28, 13
  38. 38. @TwitterAdsUK = memesmoment Friday, June 28, 13
  39. 39. @TwitterAdsUK memes moment ≠ Friday, June 28, 13
  40. 40. @TwitterAdsUK moment = relevance Friday, June 28, 13
  41. 41. @TwitterAdsUK moment = relevance interests intent Friday, June 28, 13
  42. 42. @TwitterAdsUK content strategy ALWAYS ON CONTENT CALENDAR SCENARIO PLANNING REAL-TIME RESPONSE Friday, June 28, 13
  43. 43. @TwitterAdsUK Plan for the moment Friday, June 28, 13
  44. 44. @TwitterAdsUK 1. Plan for always-on marketing moments Friday, June 28, 13
  45. 45. @TwitterAdsUK Friday, June 28, 13
  46. 46. @TwitterAdsUK Friday, June 28, 13
  47. 47. @TwitterAdsUK 2. Create a winning content calendar Friday, June 28, 13
  48. 48. @TwitterAdsUK You gotta be in it to win it! Can you name this classic to win Easter prizes? #DoritosNameThatTune vine.co/v/ bDVDizDdOuz Doritos @doritosuk @TwitterAdsUK Friday, June 28, 13
  49. 49. @TwitterAdsUK You gotta be in it to win it! Can you name this classic to win Easter prizes? #DoritosNameThatTune vine.co/v/ bDVDizDdOuz Doritos @doritosuk @TwitterAdsUK Friday, June 28, 13
  50. 50. @TwitterAdsUK@TwitterAdsUK French Connection Friday, June 28, 13
  51. 51. @TwitterAdsUK 3. Plan for the best scenarios Friday, June 28, 13
  52. 52. @TwitterAdsUK @jennymaria_ a piece of the Burberry runway #MadeFor Jenny twitpic.com/ c56xOo Burberry @Burberry @TwitterAdsUK Friday, June 28, 13
  53. 53. Twitter, Inc. | Confidential Barclaycard - rewarding conversation Friday, June 28, 13
  54. 54. LauraEllen @Laura_ellenxx Can tell I like chocolate abit too much when I’m following @KITKAT and @Oreo hahahahahah @TwitterAdsUK Friday, June 28, 13
  55. 55. LauraEllen @Laura_ellenxx Can tell I like chocolate abit too much when I’m following @KITKAT and @Oreo hahahahahah Kit Kat @KITKAT The fight for @Laura_ellenxx’s affections is on. @Oreo your move #haveabreak twitpic.com/cb1g84 @TwitterAdsUK Friday, June 28, 13
  56. 56. Kit Kat @KITKAT The fight for @Laura_ellenxx’s affections is on. @Oreo your more #haveabreak twitpic.com/cb1G84 Oreo Cookie @Oreo Sorry, @KITKAT we couldn’t resist... #GiveOreoABreak pic.twitter.com/iMXjChet @TwitterAdsUK Friday, June 28, 13
  57. 57. @TwitterAdsUK 4. Expect the worst scenarios Friday, June 28, 13
  58. 58. @TwitterAdsUK Dogging Tales: 118k Tweets Friday, June 28, 13
  59. 59. @TwitterAdsUK Friday, June 28, 13
  60. 60. @TwitterAdsUK Friday, June 28, 13
  61. 61. @TwitterAdsUK Lynx spends millions on advertising and then this happens! #doggingtales Alan Carr @AlanCarr @TwitterAdsUK Friday, June 28, 13
  62. 62. @TwitterAdsUK ‘Crisis meetings’ all morning thanks to Les in #DoggingTales last night... We’ve concluded there is no crisis pic.twitter.com/cqfmTDEhWH The Lynx Effect @lynxeffect @TwitterAdsUK Friday, June 28, 13
  63. 63. @TwitterAdsUK If you go down to the woods today, be sure to be smelling your best... @lynxeffect #DoggingTales pic.twitter.com/t9ZFP3wLsn DMac @waronfacades @TwitterAdsUK Friday, June 28, 13
  64. 64. @TwitterAdsUK 5. Speed can be a key differentiator Friday, June 28, 13
  65. 65. @TwitterAdsUK@TwitterAdsUK Friday, June 28, 13
  66. 66. @TwitterAdsUK@TwitterAdsUK #NandosFergieTime Friday, June 28, 13
  67. 67. @TwitterAdsUK@TwitterAdsUK Friday, June 28, 13
  68. 68. @TwitterAdsUK Every Tweet creates a moment Friday, June 28, 13
  69. 69. @TwitterAdsUK Every campaign creates a moment Friday, June 28, 13
  70. 70. @TwitterAdsUK Every TV programme creates a moment Friday, June 28, 13
  71. 71. @TwitterAdsUK Every event creates a moment Friday, June 28, 13
  72. 72. @TwitterAdsUK Plan for the moment Friday, June 28, 13
  73. 73. Twitter, Inc. AN INTEREST NETWORK WITH SOCIAL QUALITIES H O W T O P L A N I N T H E M O M E N T W I T H T W I T T E R @DaraNasr Friday, June 28, 13
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