Marketing week
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Twitter presentation from Marketing Week Live June 2013

Twitter presentation from Marketing Week Live June 2013

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Marketing week Marketing week Presentation Transcript

  • 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
  • @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 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
  • 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 | Confidential Friday, June 28, 13
  • 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
  • @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
  • #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 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
  • @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 @EmergencyPuppy @TwitterAdsUK Friday, June 28, 13
  • @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/ bDVDizDdOuz Doritos @doritosuk @TwitterAdsUK 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/ bDVDizDdOuz Doritos @doritosuk @TwitterAdsUK Friday, June 28, 13
  • @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 @TwitterAdsUK Friday, June 28, 13
  • 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 @TwitterAdsUK Friday, June 28, 13
  • 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
  • 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
  • @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 Friday, June 28, 13
  • @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
  • @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
  • @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 @DaraNasr Friday, June 28, 13