Plan for the Moment - #BrightonSEO

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Plan for the Moment - #BrightonSEO

  1. 1. @TwitterAds | Confidential Plan for the Moment @olisnoddy September 13, 2013 Tuesday, September 17, 13
  2. 2. @TwitterAdsUK the pulse of the planet @TwitterAdsUK Tuesday, September 17, 13
  3. 3. @TwitterAdsUK Barack Obama @BarackObama Four more years. pic.twitter.com/bAJE6Vom @TwitterAdsUK Tuesday, September 17, 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 Tuesday, September 17, 13
  5. 5. Labour Press Team @labourpress Send out a search party - @LibDemPress haven’t tweeted since July 13th. @TwitterAdsUK Tuesday, September 17, 13
  6. 6. 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. @TwitterAdsUK Tuesday, September 17, 13
  7. 7. @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. @TwitterAdsUK Tuesday, September 17, 13
  8. 8. Tuesday, September 17, 13
  9. 9. JOSE MARIA @Josemalo76 @JoseantonioJun Hola José Antonio, tenemos farola sin tapa al alcance de niños en C/Lince junto al contenedor pic.twitter.com/KpFxvpG3pz Tuesday, September 17, 13
  10. 10. Tuesday, September 17, 13
  11. 11. Miguel Espigares @elgranespi @JoseantonioJun @josemalo76 Restituida la tapa de farola, gracias por el aviso pic.twitter.com/OkavTbaPph Tuesday, September 17, 13
  12. 12. @TwitterAdsUK 1. more relevant 2. a multiplier 3. can be planned for The moment... Tuesday, September 17, 13
  13. 13. #hungry Stanley Milgram (1933 - 1984) Tuesday, September 17, 13
  14. 14. Number of People Looking Up Probability of passersby looking up ...who stop Tuesday, September 17, 13
  15. 15. Number of People Looking Up Probability of passersby looking up ...who stop Tuesday, September 17, 13
  16. 16. Number of People Looking Up Probability of passersby looking up ...who stop Tuesday, September 17, 13
  17. 17. Number of People Looking Up Probability of passersby looking up ...who stop Tuesday, September 17, 13
  18. 18. Number of People Looking Up Probability of passersby looking up ...who stop Tuesday, September 17, 13
  19. 19. Number of People Looking Up Probability of passersby looking up ...who stop Tuesday, September 17, 13
  20. 20. Number of People Looking Up Probability of passersby looking up ...who stop Tuesday, September 17, 13
  21. 21. #hungry Attention is steered by the visible crowd Tuesday, September 17, 13
  22. 22. Live, Public, Conversational TWITTER IS Tuesday, September 17, 13
  23. 23. Tuesday, September 17, 13
  24. 24. 3.2M TWEETS in 12 HOURS Source: Topsy Pro, 2013 Tuesday, September 17, 13
  25. 25. 3.2M TWEETS in 12 HOURS Source: Topsy Pro, 2013 Tuesday, September 17, 13
  26. 26. Tuesday, September 17, 13
  27. 27. Tuesday, September 17, 13
  28. 28. Tuesday, September 17, 13
  29. 29. Tuesday, September 17, 13
  30. 30. Tuesday, September 17, 13
  31. 31. Tuesday, September 17, 13
  32. 32. Tuesday, September 17, 13
  33. 33. Tuesday, September 17, 13
  34. 34. 15M UK users Tuesday, September 17, 13
  35. 35. 80% access Twitter via mobile Tuesday, September 17, 13
  36. 36. 1 billion Tweets every 2 days Tuesday, September 17, 13
  37. 37. Billions of moments to engage Tuesday, September 17, 13
  38. 38. How can you plan for the moment? Tuesday, September 17, 13
  39. 39. @TwitterAdsUK Scenario Planning EVERYDAY MOMENTS LIVE MOMENTS CONNECTED MOMENTS Tuesday, September 17, 13
  40. 40. Plan for everyday moments Tuesday, September 17, 13
  41. 41. #hungry WED SATFRITUE THU SUNMON VOLUME OF CONVERSATION Source: Topsy Pro, 2013 Tuesday, September 17, 13
  42. 42. #hungry WED SATFRITUE THU SUNMON VOLUME OF CONVERSATION Source: Topsy Pro, 2013 Tuesday, September 17, 13
  43. 43. “run” VOLUME OF CONVERSATION WED SATFRITUE THU SUNMON Source: Topsy Pro, 2013 Tuesday, September 17, 13
  44. 44. :00& :00& :00& :00& :00& :00& :00& :00& :00& :00& :00& :00& :00& :00& :00& :00& :00& :00& :00& :00& :00& :00& :00& :00& :00& :00& :00& :00& :00& :00& :00& :00& :00& :00& :00& :00& :00& :00& :00& :00& :00& :00& “run” VOLUME OF CONVERSATION WED SATFRITUE THU SUNMON Source: Topsy Pro, 2013 Tuesday, September 17, 13
  45. 45. “shopping” WED SATFRITUE THU SUNMON VOLUME OF CONVERSATION Source: Topsy Pro, 2013 Tuesday, September 17, 13
  46. 46. “shopping” WED SATFRITUE THU SUNMON VOLUME OF CONVERSATION Source: Topsy Pro, 2013 Tuesday, September 17, 13
  47. 47. Tuesday, September 17, 13
  48. 48. Big, predictable moments every single day Shopping Tesco Source: Topsy Pro, 2013 Tuesday, September 17, 13
  49. 49. @TwitterAdsUK Stripped screw? No problem, just use a rubber band. #lowesfixinsix #howto vine.co/v/bU61aqq2YOp Lowe’s @Lowes Vine @vineapp · Unfollow Add value to everyday moments Tuesday, September 17, 13
  50. 50. @TwitterAdsUK Stripped screw? No problem, just use a rubber band. #lowesfixinsix #howto vine.co/v/bU61aqq2YOp Lowe’s @Lowes Vine @vineapp · Unfollow Add value to everyday moments Tuesday, September 17, 13
  51. 51. @TwitterAdsUK Stripped screw? No problem, just use a rubber band. #lowesfixinsix #howto vine.co/v/bU61aqq2YOp Lowe’s @Lowes Jamison Ernst @JamisonMernst Mind blown. “ @Lowes: Stripped screw? No problem, just use a rubber band. #lowesfixinsix #howto vine.co/v/bU61aqq2YOp Vine @vineapp · Unfollow Add value to everyday moments Tuesday, September 17, 13
  52. 52. @TwitterAdsUK NatWest Help@NatWest_Help Cold in your student flat? DIY winter warmer #uniproof vine.co/v/hMFZhBnZ3Qa Tweets Tuesday, September 17, 13
  53. 53. #hungry Tuesday, September 17, 13
  54. 54. #hungry Tuesday, September 17, 13
  55. 55. #hungry Moments matter Non-engaged user Engaged user Purchase IntentBrand Favorability +30% +53% Source: Nielsen Brand Effect for Twitter, March 2013 Tuesday, September 17, 13
  56. 56. Plan for live moments Tuesday, September 17, 13
  57. 57. @TwitterAds | Confidential 45 Twelve months. One moment. All different - #allforthis #UCLFinale pic.twitter.com/4CGZeJC9CC adidasfootball @adidasfootball Key live moments can be planned for Tuesday, September 17, 13
  58. 58. @TwitterAdsUK Tuesday, September 17, 13
  59. 59. @TwitterAdsUK Tuesday, September 17, 13
  60. 60. @TwitterAdsUK Tuesday, September 17, 13
  61. 61. @TwitterAdsUK Tuesday, September 17, 13
  62. 62. @TwitterAds | Confidential 50 NBA @NBA How did that go in?!? Pondexter with crazy shot and foul! #NBARapidReplay #LiveMas - on.nba.com/Z7HypG  Promoted by NBA Tweets Twitter Amplify Tuesday, September 17, 13
  63. 63. @TwitterAds | Confidential 50 NBA @NBA How did that go in?!? Pondexter with crazy shot and foul! #NBARapidReplay #LiveMas - on.nba.com/Z7HypG  Promoted by NBA Tweets Twitter Amplify Tuesday, September 17, 13
  64. 64. Plan connected moments Tuesday, September 17, 13
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  70. 70. @TwitterAdsUK Optimise your TV ads It seems while I’ve been away a pony has been moonwalking youtu.be/Ekro5T9Iaio #DancePonyDance Clare Balding @clarebalding @TwitterAdsUK Tuesday, September 17, 13
  71. 71. @TwitterAdsUK Campaign coverage: 200k Tweets with OTS of 23m UNIQUE REACH (USERS) DATE 0 6250000 12500000 18750000 25000000 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 25M 12.5M source: Datasift, Colourtext 2013 Tuesday, September 17, 13
  72. 72. #hungryUtilise two screens Tuesday, September 17, 13
  73. 73. #hungry Tuesday, September 17, 13
  74. 74. #hungry Tuesday, September 17, 13
  75. 75. Twitter, Inc. | Confidential TV is more effective with Twitter increase in purchase intent vs. TV alone +58% increase in message association vs. TV alone +95% Source: Nielsen Brand Effect for Twitter, March 2013 Tuesday, September 17, 13
  76. 76. @TwitterAds | Confidential moments#Everyday Tuesday, September 17, 13
  77. 77. @TwitterAds | Confidential moments#Live Tuesday, September 17, 13
  78. 78. @TwitterAds | Confidential moments#Connected Tuesday, September 17, 13
  79. 79. @TwitterAds | Confidential Plan for the moment Tuesday, September 17, 13
  80. 80. @TwitterAdsUK 1. more relevant 2. a multiplier 3. can be planned for The moment... Tuesday, September 17, 13
  81. 81. Tuesday, September 17, 13
  82. 82. 166m Tweets of #MTVhottest Tuesday, September 17, 13
  83. 83. @TwitterAds | Confidential @olisnoddy September 13, 2013 #ThankYou Tuesday, September 17, 13

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