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Real-Time Marketing#FURTHERFASTER@olisnoddy@LukeTownsinSaturday, May 18, 13
AgendaTwitter intro to RTMPaul McCrudden, AMV BBDOSammy King, W+KMark Carroll, TMWDavid Schneider@TwitterAdsUKSaturday, Ma...
#FurtherFaster@TwitterAdsUK@TwitterAdsUKSaturday, May 18, 13
@TwitterAdsUKSaturday, May 18, 13
@TwitterAdsUK@TwitterAdsUKSaturday, May 18, 13
@TwitterAdsUK@TwitterAdsUKSaturday, May 18, 13
@TwitterAdsUK@TwitterAdsUKSaturday, May 18, 13
@TwitterAdsUK@TwitterAdsUKSaturday, May 18, 13
@TwitterAdsUK@TwitterAdsUKSaturday, May 18, 13
@TwitterAdsUK@TwitterAdsUKFast news240k Tweets in first few hoursSaturday, May 18, 13
@TwitterAdsUKFast cultureSaturday, May 18, 13
@TwitterAdsUK#RyanGoslingWontEatCerealSaturday, May 18, 13
@TwitterAdsUKUnless it’s Cap’n CrunchSaturday, May 18, 13
@TwitterAdsUKSuper Bowl #blackout231K Tweets-per-minute@TwitterAdsUKSaturday, May 18, 13
@TwitterAdsUKWould you just look at this owl, isn’t itgreat? #SuperbOwl pic.twitter.com/NCF2HOAVEmergency Cute Stuff@Emerge...
Oreo Cookie@OreoPower out? No problem.pic.twitter.com/dnQ7pOgC@TwitterAdsUKSaturday, May 18, 13
@TwitterAdsUK= memesmomentSaturday, May 18, 13
@TwitterAdsUKmemesmoment ≠Saturday, May 18, 13
@TwitterAdsUKmoment = relevanceSaturday, May 18, 13
@TwitterAdsUKmoment = relevanceinterestsintentSaturday, May 18, 13
@TwitterAdsUKIn this sea of real-time content, does yourbrand message consistently rise to the top?Saturday, May 18, 13
@TwitterAdsUKcontent strategyALWAYS ONCONTENT CALENDARSCENARIO PLANNINGREAL-TIME RESPONSESaturday, May 18, 13
@TwitterAdsUK1. Plan for everyday marketing momentsSaturday, May 18, 13
@TwitterAdsUKSaturday, May 18, 13
@TwitterAdsUKSaturday, May 18, 13
@TwitterAdsUK2. Create a winning content calendarSaturday, May 18, 13
@TwitterAdsUK@TwitterAdsUKFrench ConnectionSaturday, May 18, 13
@TwitterAdsUK3. Plan for the best scenariosSaturday, May 18, 13
@TwitterAdsUK@TwitterAdsUKSaturday, May 18, 13
@TwitterAdsUK@TwitterAdsUKSaturday, May 18, 13
@TwitterAdsUK4. Expect the worst scenariosSaturday, May 18, 13
@TwitterAdsUKDogging Tales: 118k TweetsSaturday, May 18, 13
@TwitterAdsUK5. Speed can be a key differentiatorSaturday, May 18, 13
@TwitterAdsUK@TwitterAdsUK#ThankYouSirAlex1.4m Mentions in first hourSaturday, May 18, 13
@TwitterAdsUK@TwitterAdsUKSaturday, May 18, 13
@TwitterAdsUK@TwitterAdsUK#NandosFergieTimeSaturday, May 18, 13
@TwitterAdsUK@TwitterAdsUKSaturday, May 18, 13
@TwitterAdsUK@TwitterAdsUKSaturday, May 18, 13
@TwitterAdsUKEvery Tweet creates a momentSaturday, May 18, 13
@TwitterAdsUKEvery campaign creates a momentSaturday, May 18, 13
@TwitterAdsUKPlan for the momentSaturday, May 18, 13
DoritosPaul McCrudden, AMV BBDO@cruddenSaturday, May 18, 13
AMVBBDO Twitter #FurtherFaster May 15, 2013Saturday, May 18, 13
AMVBBDO May 15, 2013Twitter #FurtherFasterTwitter &AMV BBDOSaturday, May 18, 13
AMVBBDO May 15, 2013Twitter #FurtherFasterThe brand platformSaturday, May 18, 13
AMVBBDO May 15, 2013Twitter #FurtherFasterSaturday, May 18, 13
AMVBBDO May 15, 2013Twitter #FurtherFasterSaturday, May 18, 13
AMVBBDO May 15, 2013Twitter #FurtherFasterDriving loyalty and household penetration&Saturday, May 18, 13
AMVBBDO May 15, 2013Twitter #FurtherFasterDriving loyalty and household penetrationDoritos	  make	  any	  party	  be0er&Sa...
AMVBBDO May 15, 2013Twitter #FurtherFasterDriving loyalty and household penetrationDoritos	  make	  any	  party	  be0er&#D...
AMVBBDO May 15, 2013Twitter #FurtherFasterOur comms principles onTwitterSaturday, May 18, 13
AMVBBDO May 15, 2013Twitter #FurtherFasterOur comms principles onTwitter#DORITOSPARTYSaturday, May 18, 13
AMVBBDO May 15, 2013Twitter #FurtherFasterOur comms principles onTwitter#DORITOSPARTYDISTINCTIVE	  TONE	  OF	  VOICESaturd...
AMVBBDO May 15, 2013Twitter #FurtherFasterOur comms principles onTwitterPLAN	  AND	  REACT	  AROUND	  OUR	  FANS#DORITOSPA...
AMVBBDO May 15, 2013Twitter #FurtherFasterPlanning for the MomentEaster HalloweenFreshers’	  Week ChristmasBank	  holidays...
AMVBBDO May 15, 2013Twitter #FurtherFasterPersonalised image repliesSaturday, May 18, 13
AMVBBDO May 15, 2013Twitter #FurtherFasterPersonalised image repliesSaturday, May 18, 13
AMVBBDO May 15, 2013Twitter #FurtherFasterPersonalised Halloween picsSaturday, May 18, 13
AMVBBDO May 15, 2013Twitter #FurtherFasterPersonalised Halloween picsSaturday, May 18, 13
AMVBBDO May 15, 2013Twitter #FurtherFasterStaySaturday, May 18, 13
AMVBBDO May 15, 2013Twitter #FurtherFaster#Doritos MuralSaturday, May 18, 13
AMVBBDO May 15, 2013Twitter #FurtherFasterSaturday, May 18, 13
AMVBBDO May 15, 2013Twitter #FurtherFaster#DoritosNameThatTuneSaturday, May 18, 13
AMVBBDO May 15, 2013Twitter #FurtherFaster#DoritosNameThatTuneSaturday, May 18, 13
AMVBBDO May 15, 2013Twitter #FurtherFasterHow we Plan and ReactBRIEF	  &APPROVALAccount	  teamBrand	  teamIDEAS	  &SOCIAL	...
AMVBBDO May 15, 2013Twitter #FurtherFasterReacting in the momentSaturday, May 18, 13
AMVBBDO May 15, 2013Twitter #FurtherFasterReacting in the momentSaturday, May 18, 13
AMVBBDO May 15, 2013Twitter #FurtherFasterReacting in the momentSaturday, May 18, 13
AMVBBDO May 15, 2013Twitter #FurtherFasterRoss NobleTwitter BombSaturday, May 18, 13
AMVBBDO May 15, 2013Twitter #FurtherFasterRoss NobleTwitter BombSaturday, May 18, 13
AMVBBDO May 15, 2013Twitter #FurtherFasterRoss NobleTwitter BombSaturday, May 18, 13
AMVBBDO May 15, 2013Twitter #FurtherFasterRoss NobleTwitter BombSaturday, May 18, 13
AMVBBDO May 15, 2013Twitter #FurtherFasterRoss NobleTwitter BombSaturday, May 18, 13
AMVBBDO May 15, 2013Twitter #FurtherFasterRoss NobleTwitter BombSaturday, May 18, 13
AMVBBDO May 15, 2013Twitter #FurtherFasterRoss NobleTwitter BombSaturday, May 18, 13
AMVBBDO May 15, 2013Twitter #FurtherFasterSaturday, May 18, 13
AMVBBDO May 15, 2013Twitter #FurtherFasterPlan%for%the%moment,%preparing%campaign%assets%in%advance%Integrate%all%year%rou...
AMVBBDO May 15, 2013Twitter #FurtherFasterMcCruddenP@amvbbdo.com@cruddenSaturday, May 18, 13
ThreeSammy King, W+K@sammyiskingSaturday, May 18, 13
Making marketing work in themoment, setting yourself upfor anticipating and leveragingthe response.Saturday, May 18, 13
Saturday, May 18, 13
brand lovebrand fame+Saturday, May 18, 13
Saturday, May 18, 13
I like this and Ithink you’ll like ittoo.Saturday, May 18, 13
Saturday, May 18, 13
Saturday, May 18, 13
Saturday, May 18, 13
#DancePonyDanceSaturday, May 18, 13
@TwitterUK | ConfidentialTV + Twitter generated 200k # mentions over 17 days.0"1,000"2,000"3,000"4,000"5,000"6,000"7,000"8,...
+= 25% of #DancePonyDance Tweetscontained the adSaturday, May 18, 13
Saturday, May 18, 13
Saturday, May 18, 13
@TwitterUK | ConfidentialTV was integral to spread and success of the campaign.0"1,000"2,000"3,000"4,000"5,000"6,000"7,000"...
@TwitterUK | ConfidentialAd placements over the initial weekend targeted social TVand peak time moments.0"1,000"2,000"3,000...
Social TV helped drive significant conversation around the ad.v.ALAN CARR: CHATTY MAN2M viewers2.1K Tweets (first 10 mins)C...
@TwitterUK | ConfidentialReward ads didn’t drive as much Twitter activity - call toaction not as prominent.0"1,000"2,000"3,...
Reward ads celebrated the conversation that had gone before.Saturday, May 18, 13
TL;DRMake the hashtag integral to the campaign.Work the spotlight.Treat people how you would like to betreated yourself.Pl...
Thanks.@sammyisking@W2Optimism@ThreeUKSaturday, May 18, 13
LynxMark Carroll, TMW@themarkcarrollSaturday, May 18, 13
PLANNING FOR THE UNPLANNED@TheMarkCarrollSaturday, May 18, 13
45,000 followers1.1 Million Facebook FansSaturday, May 18, 13
Our approach to socialCampaignSnackableConversationalSaturday, May 18, 13
Always On approach for over a year now…Saturday, May 18, 13
We can avoid thisSaturday, May 18, 13
Saturday, May 18, 13
Saturday, May 18, 13
@imjustmikeSaturday, May 18, 13
@imjustmikeSaturday, May 18, 13
@imjustmikeSaturday, May 18, 13
FANS WILL LOVE YOU@DanyPeschlHATERS GON’ HATESaturday, May 18, 13
What about when things just happen...Saturday, May 18, 13
This is LesSaturday, May 18, 13
@TwitterAdsUKSaturday, May 18, 13
@TwitterAdsUKSaturday, May 18, 13
Saturday, May 18, 13
Saturday, May 18, 13
The show attracted 1.9 million viewers#Organically trendingSaturday, May 18, 13
Saturday, May 18, 13
Acknowledgeand aim toown theconversation...Saturday, May 18, 13
The element of surprisemeans no time to putthings out to thecommittee...JUST DOINGSaturday, May 18, 13
Channel 4 dropped intotwitter pop culture for that 24 hrsSaturday, May 18, 13
Channel 4 dropped intotwitter pop culture for that 24 hrsDon’t forgetChannel 4 +1AND 4ODSaturday, May 18, 13
Saturday, May 18, 13
The following day...Saturday, May 18, 13
Turning a negative into a positiveSaturday, May 18, 13
Turning a negative into a positiveSaturday, May 18, 13
140 charactersCommunity ManagerHashtagTOOLS?Saturday, May 18, 13
Heroes can be madeby dropping thecorporaterule book andgetting real...Understand your audienceBUTSaturday, May 18, 13
Would we do anything differently?Saturday, May 18, 13
NOT SURE IF PERFECTOR...........Saturday, May 18, 13
Keyword targeting.Promoted tweets - on the night and next day.Media supportSaturday, May 18, 13
Saturday, May 18, 13
Always listeningSaturday, May 18, 13
Client trustAlways listeningSaturday, May 18, 13
Community managerClient trustAlways listeningSaturday, May 18, 13
Planned always on as apractice groundCommunity managerClient trustAlways listeningSaturday, May 18, 13
Twitter gave us accessWithout that we might have been left watching as ourbrand got shafted (in the back of a car)Saturday...
Thank you...@TheMarkCarroll@TMWagency@LynxEffectmakemeasocialmediaexpert.comSaturday, May 18, 13
David Schneider@davidschneiderSaturday, May 18, 13
Real-Time Marketing#FURTHERFASTER@olisnoddy@LukeTownsinSaturday, May 18, 13
#FurtherFaster 1: Real-Time Marketing
#FurtherFaster 1: Real-Time Marketing
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Transcript of "#FurtherFaster 1: Real-Time Marketing"

  1. 1. Real-Time Marketing#FURTHERFASTER@olisnoddy@LukeTownsinSaturday, May 18, 13
  2. 2. AgendaTwitter intro to RTMPaul McCrudden, AMV BBDOSammy King, W+KMark Carroll, TMWDavid Schneider@TwitterAdsUKSaturday, May 18, 13
  3. 3. #FurtherFaster@TwitterAdsUK@TwitterAdsUKSaturday, May 18, 13
  4. 4. @TwitterAdsUKSaturday, May 18, 13
  5. 5. @TwitterAdsUK@TwitterAdsUKSaturday, May 18, 13
  6. 6. @TwitterAdsUK@TwitterAdsUKSaturday, May 18, 13
  7. 7. @TwitterAdsUK@TwitterAdsUKSaturday, May 18, 13
  8. 8. @TwitterAdsUK@TwitterAdsUKSaturday, May 18, 13
  9. 9. @TwitterAdsUK@TwitterAdsUKSaturday, May 18, 13
  10. 10. @TwitterAdsUK@TwitterAdsUKSaturday, May 18, 13
  11. 11. @TwitterAdsUK@TwitterAdsUKFast news240k Tweets in first few hoursSaturday, May 18, 13
  12. 12. @TwitterAdsUKFast cultureSaturday, May 18, 13
  13. 13. @TwitterAdsUK#RyanGoslingWontEatCerealSaturday, May 18, 13
  14. 14. @TwitterAdsUKUnless it’s Cap’n CrunchSaturday, May 18, 13
  15. 15. Twitter is the shortest distance between youand what interests you most@TwitterAdsUKSaturday, May 18, 13
  16. 16. @TwitterAdsUKSuper Bowl #blackout231K Tweets-per-minute@TwitterAdsUKSaturday, May 18, 13
  17. 17. @TwitterAdsUKWould you just look at this owl, isn’t itgreat? #SuperbOwl pic.twitter.com/NCF2HOAVEmergency Cute Stuff@EmergencyPuppy@TwitterAdsUKSaturday, May 18, 13
  18. 18. Oreo Cookie@OreoPower out? No problem.pic.twitter.com/dnQ7pOgC@TwitterAdsUKSaturday, May 18, 13
  19. 19. @TwitterAdsUK= memesmomentSaturday, May 18, 13
  20. 20. @TwitterAdsUKmemesmoment ≠Saturday, May 18, 13
  21. 21. @TwitterAdsUKmoment = relevanceSaturday, May 18, 13
  22. 22. @TwitterAdsUKmoment = relevanceinterestsintentSaturday, May 18, 13
  23. 23. @TwitterAdsUKIn this sea of real-time content, does yourbrand message consistently rise to the top?Saturday, May 18, 13
  24. 24. @TwitterAdsUKcontent strategyALWAYS ONCONTENT CALENDARSCENARIO PLANNINGREAL-TIME RESPONSESaturday, May 18, 13
  25. 25. @TwitterAdsUK1. Plan for everyday marketing momentsSaturday, May 18, 13
  26. 26. @TwitterAdsUKSaturday, May 18, 13
  27. 27. @TwitterAdsUKSaturday, May 18, 13
  28. 28. @TwitterAdsUK2. Create a winning content calendarSaturday, May 18, 13
  29. 29. @TwitterAdsUK@TwitterAdsUKFrench ConnectionSaturday, May 18, 13
  30. 30. @TwitterAdsUK3. Plan for the best scenariosSaturday, May 18, 13
  31. 31. @TwitterAdsUK@TwitterAdsUKSaturday, May 18, 13
  32. 32. @TwitterAdsUK@TwitterAdsUKSaturday, May 18, 13
  33. 33. @TwitterAdsUK4. Expect the worst scenariosSaturday, May 18, 13
  34. 34. @TwitterAdsUKDogging Tales: 118k TweetsSaturday, May 18, 13
  35. 35. @TwitterAdsUK5. Speed can be a key differentiatorSaturday, May 18, 13
  36. 36. @TwitterAdsUK@TwitterAdsUK#ThankYouSirAlex1.4m Mentions in first hourSaturday, May 18, 13
  37. 37. @TwitterAdsUK@TwitterAdsUKSaturday, May 18, 13
  38. 38. @TwitterAdsUK@TwitterAdsUK#NandosFergieTimeSaturday, May 18, 13
  39. 39. @TwitterAdsUK@TwitterAdsUKSaturday, May 18, 13
  40. 40. @TwitterAdsUK@TwitterAdsUKSaturday, May 18, 13
  41. 41. @TwitterAdsUKEvery Tweet creates a momentSaturday, May 18, 13
  42. 42. @TwitterAdsUKEvery campaign creates a momentSaturday, May 18, 13
  43. 43. @TwitterAdsUKPlan for the momentSaturday, May 18, 13
  44. 44. DoritosPaul McCrudden, AMV BBDO@cruddenSaturday, May 18, 13
  45. 45. AMVBBDO Twitter #FurtherFaster May 15, 2013Saturday, May 18, 13
  46. 46. AMVBBDO May 15, 2013Twitter #FurtherFasterTwitter &AMV BBDOSaturday, May 18, 13
  47. 47. AMVBBDO May 15, 2013Twitter #FurtherFasterThe brand platformSaturday, May 18, 13
  48. 48. AMVBBDO May 15, 2013Twitter #FurtherFasterSaturday, May 18, 13
  49. 49. AMVBBDO May 15, 2013Twitter #FurtherFasterSaturday, May 18, 13
  50. 50. AMVBBDO May 15, 2013Twitter #FurtherFasterDriving loyalty and household penetration&Saturday, May 18, 13
  51. 51. AMVBBDO May 15, 2013Twitter #FurtherFasterDriving loyalty and household penetrationDoritos  make  any  party  be0er&Saturday, May 18, 13
  52. 52. AMVBBDO May 15, 2013Twitter #FurtherFasterDriving loyalty and household penetrationDoritos  make  any  party  be0er&#DoritosPartySaturday, May 18, 13
  53. 53. AMVBBDO May 15, 2013Twitter #FurtherFasterOur comms principles onTwitterSaturday, May 18, 13
  54. 54. AMVBBDO May 15, 2013Twitter #FurtherFasterOur comms principles onTwitter#DORITOSPARTYSaturday, May 18, 13
  55. 55. AMVBBDO May 15, 2013Twitter #FurtherFasterOur comms principles onTwitter#DORITOSPARTYDISTINCTIVE  TONE  OF  VOICESaturday, May 18, 13
  56. 56. AMVBBDO May 15, 2013Twitter #FurtherFasterOur comms principles onTwitterPLAN  AND  REACT  AROUND  OUR  FANS#DORITOSPARTYDISTINCTIVE  TONE  OF  VOICESaturday, May 18, 13
  57. 57. AMVBBDO May 15, 2013Twitter #FurtherFasterPlanning for the MomentEaster HalloweenFreshers’  Week ChristmasBank  holidays• Microspikes  to  drive  sales  outside  of  campaign  periods• Promoted  Trends  &  Promoted  TweetsSaturday, May 18, 13
  58. 58. AMVBBDO May 15, 2013Twitter #FurtherFasterPersonalised image repliesSaturday, May 18, 13
  59. 59. AMVBBDO May 15, 2013Twitter #FurtherFasterPersonalised image repliesSaturday, May 18, 13
  60. 60. AMVBBDO May 15, 2013Twitter #FurtherFasterPersonalised Halloween picsSaturday, May 18, 13
  61. 61. AMVBBDO May 15, 2013Twitter #FurtherFasterPersonalised Halloween picsSaturday, May 18, 13
  62. 62. AMVBBDO May 15, 2013Twitter #FurtherFasterStaySaturday, May 18, 13
  63. 63. AMVBBDO May 15, 2013Twitter #FurtherFaster#Doritos MuralSaturday, May 18, 13
  64. 64. AMVBBDO May 15, 2013Twitter #FurtherFasterSaturday, May 18, 13
  65. 65. AMVBBDO May 15, 2013Twitter #FurtherFaster#DoritosNameThatTuneSaturday, May 18, 13
  66. 66. AMVBBDO May 15, 2013Twitter #FurtherFaster#DoritosNameThatTuneSaturday, May 18, 13
  67. 67. AMVBBDO May 15, 2013Twitter #FurtherFasterHow we Plan and ReactBRIEF  &APPROVALAccount  teamBrand  teamIDEAS  &SOCIAL  LISTENINGSocial  Content  ManagerCommunity  ManagerCREATEDesignersCrea?ve  Produc?onSocial  Content  ManagerACTIVATESocial  Content  ManagerCommunity  ManagerSaturday, May 18, 13
  68. 68. AMVBBDO May 15, 2013Twitter #FurtherFasterReacting in the momentSaturday, May 18, 13
  69. 69. AMVBBDO May 15, 2013Twitter #FurtherFasterReacting in the momentSaturday, May 18, 13
  70. 70. AMVBBDO May 15, 2013Twitter #FurtherFasterReacting in the momentSaturday, May 18, 13
  71. 71. AMVBBDO May 15, 2013Twitter #FurtherFasterRoss NobleTwitter BombSaturday, May 18, 13
  72. 72. AMVBBDO May 15, 2013Twitter #FurtherFasterRoss NobleTwitter BombSaturday, May 18, 13
  73. 73. AMVBBDO May 15, 2013Twitter #FurtherFasterRoss NobleTwitter BombSaturday, May 18, 13
  74. 74. AMVBBDO May 15, 2013Twitter #FurtherFasterRoss NobleTwitter BombSaturday, May 18, 13
  75. 75. AMVBBDO May 15, 2013Twitter #FurtherFasterRoss NobleTwitter BombSaturday, May 18, 13
  76. 76. AMVBBDO May 15, 2013Twitter #FurtherFasterRoss NobleTwitter BombSaturday, May 18, 13
  77. 77. AMVBBDO May 15, 2013Twitter #FurtherFasterRoss NobleTwitter BombSaturday, May 18, 13
  78. 78. AMVBBDO May 15, 2013Twitter #FurtherFasterSaturday, May 18, 13
  79. 79. AMVBBDO May 15, 2013Twitter #FurtherFasterPlan%for%the%moment,%preparing%campaign%assets%in%advance%Integrate%all%year%round%Make%it%easy%and%fun%for%fans%to%engage%Go%the%extra%mile%Saturday, May 18, 13
  80. 80. AMVBBDO May 15, 2013Twitter #FurtherFasterMcCruddenP@amvbbdo.com@cruddenSaturday, May 18, 13
  81. 81. ThreeSammy King, W+K@sammyiskingSaturday, May 18, 13
  82. 82. Making marketing work in themoment, setting yourself upfor anticipating and leveragingthe response.Saturday, May 18, 13
  83. 83. Saturday, May 18, 13
  84. 84. brand lovebrand fame+Saturday, May 18, 13
  85. 85. Saturday, May 18, 13
  86. 86. I like this and Ithink you’ll like ittoo.Saturday, May 18, 13
  87. 87. Saturday, May 18, 13
  88. 88. Saturday, May 18, 13
  89. 89. Saturday, May 18, 13
  90. 90. #DancePonyDanceSaturday, May 18, 13
  91. 91. @TwitterUK | ConfidentialTV + Twitter generated 200k # mentions over 17 days.0"1,000"2,000"3,000"4,000"5,000"6,000"7,000"8,000"9,000"10,000"1/3"2/3"3/3"4/3"5/3"6/3"7/3"8/3"9/3"10/3"11/3"12/3"13/3"14/3"15/3"16/3"17/3"18/3"#DancePonyDance"Men8ons"Source: Topsy ProSaturday, May 18, 13
  92. 92. += 25% of #DancePonyDance Tweetscontained the adSaturday, May 18, 13
  93. 93. Saturday, May 18, 13
  94. 94. Saturday, May 18, 13
  95. 95. @TwitterUK | ConfidentialTV was integral to spread and success of the campaign.0"1,000"2,000"3,000"4,000"5,000"6,000"7,000"8,000"9,000"10,000"0"2,000"4,000"6,000"8,000"10,000"12,000"14,000"1/3"2/3"3/3"4/3"5/3"6/3"7/3"8/3"9/3"10/3"11/3"12/3"13/3"14/3"15/3"16/3"17/3"18/3"Total"Ad"Impacts" #DancePonyDance"MenAons"Source: Topsy ProSaturday, May 18, 13
  96. 96. @TwitterUK | ConfidentialAd placements over the initial weekend targeted social TVand peak time moments.0"1,000"2,000"3,000"4,000"5,000"6,000"7,000"8,000"9,000"10,000"0"2,000"4,000"6,000"8,000"10,000"12,000"14,000"1/3"2/3"3/3"4/3"5/3"6/3"7/3"8/3"9/3"10/3"11/3"12/3"13/3"14/3"15/3"16/3"17/3"18/3"Total"Ad"Impacts" #DancePonyDance"MenAons"Source: Topsy ProSaturday, May 18, 13
  97. 97. Social TV helped drive significant conversation around the ad.v.ALAN CARR: CHATTY MAN2M viewers2.1K Tweets (first 10 mins)CORONATION STREET8M viewers2.4K Tweets (first 10 mins)source: SecondSync 2013Saturday, May 18, 13
  98. 98. @TwitterUK | ConfidentialReward ads didn’t drive as much Twitter activity - call toaction not as prominent.0"1,000"2,000"3,000"4,000"5,000"6,000"7,000"8,000"9,000"10,000"0"2,000"4,000"6,000"8,000"10,000"12,000"14,000"1/3"2/3"3/3"4/3"5/3"6/3"7/3"8/3"9/3"10/3"11/3"12/3"13/3"14/3"15/3"16/3"17/3"18/3"Total"Ad"Impacts" #DancePonyDance"MenAons"Source: Topsy ProSaturday, May 18, 13
  99. 99. Reward ads celebrated the conversation that had gone before.Saturday, May 18, 13
  100. 100. TL;DRMake the hashtag integral to the campaign.Work the spotlight.Treat people how you would like to betreated yourself.Plan media around social TV and key brandmoments.Saturday, May 18, 13
  101. 101. Thanks.@sammyisking@W2Optimism@ThreeUKSaturday, May 18, 13
  102. 102. LynxMark Carroll, TMW@themarkcarrollSaturday, May 18, 13
  103. 103. PLANNING FOR THE UNPLANNED@TheMarkCarrollSaturday, May 18, 13
  104. 104. 45,000 followers1.1 Million Facebook FansSaturday, May 18, 13
  105. 105. Our approach to socialCampaignSnackableConversationalSaturday, May 18, 13
  106. 106. Always On approach for over a year now…Saturday, May 18, 13
  107. 107. We can avoid thisSaturday, May 18, 13
  108. 108. Saturday, May 18, 13
  109. 109. Saturday, May 18, 13
  110. 110. @imjustmikeSaturday, May 18, 13
  111. 111. @imjustmikeSaturday, May 18, 13
  112. 112. @imjustmikeSaturday, May 18, 13
  113. 113. FANS WILL LOVE YOU@DanyPeschlHATERS GON’ HATESaturday, May 18, 13
  114. 114. What about when things just happen...Saturday, May 18, 13
  115. 115. This is LesSaturday, May 18, 13
  116. 116. @TwitterAdsUKSaturday, May 18, 13
  117. 117. @TwitterAdsUKSaturday, May 18, 13
  118. 118. Saturday, May 18, 13
  119. 119. Saturday, May 18, 13
  120. 120. The show attracted 1.9 million viewers#Organically trendingSaturday, May 18, 13
  121. 121. Saturday, May 18, 13
  122. 122. Acknowledgeand aim toown theconversation...Saturday, May 18, 13
  123. 123. The element of surprisemeans no time to putthings out to thecommittee...JUST DOINGSaturday, May 18, 13
  124. 124. Channel 4 dropped intotwitter pop culture for that 24 hrsSaturday, May 18, 13
  125. 125. Channel 4 dropped intotwitter pop culture for that 24 hrsDon’t forgetChannel 4 +1AND 4ODSaturday, May 18, 13
  126. 126. Saturday, May 18, 13
  127. 127. The following day...Saturday, May 18, 13
  128. 128. Turning a negative into a positiveSaturday, May 18, 13
  129. 129. Turning a negative into a positiveSaturday, May 18, 13
  130. 130. 140 charactersCommunity ManagerHashtagTOOLS?Saturday, May 18, 13
  131. 131. Heroes can be madeby dropping thecorporaterule book andgetting real...Understand your audienceBUTSaturday, May 18, 13
  132. 132. Would we do anything differently?Saturday, May 18, 13
  133. 133. NOT SURE IF PERFECTOR...........Saturday, May 18, 13
  134. 134. Keyword targeting.Promoted tweets - on the night and next day.Media supportSaturday, May 18, 13
  135. 135. Saturday, May 18, 13
  136. 136. Always listeningSaturday, May 18, 13
  137. 137. Client trustAlways listeningSaturday, May 18, 13
  138. 138. Community managerClient trustAlways listeningSaturday, May 18, 13
  139. 139. Planned always on as apractice groundCommunity managerClient trustAlways listeningSaturday, May 18, 13
  140. 140. Twitter gave us accessWithout that we might have been left watching as ourbrand got shafted (in the back of a car)Saturday, May 18, 13
  141. 141. Thank you...@TheMarkCarroll@TMWagency@LynxEffectmakemeasocialmediaexpert.comSaturday, May 18, 13
  142. 142. David Schneider@davidschneiderSaturday, May 18, 13
  143. 143. Real-Time Marketing#FURTHERFASTER@olisnoddy@LukeTownsinSaturday, May 18, 13

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