making twitter relevant
WhatsTheProblem?


Twitter must find a way to build better connections
with more people.
a few seconds ago from Miami Ad Sc...
WhatsTheProblem?


1. Increase registration from underrepresented
segments. The objective is to make Twitter more
relevant...
WhatsTheProblem?


2. Twitter needs to retain its audience.
a few seconds ago from Miami Ad School Minneapolis


1. Increa...
WhatsTheProblem?
WhatsTheProblem?
the target
TheTarget


Teens, 13-19 years old.
a few seconds ago from Miami Ad School Minneapolis
TheTarget
TheTarget


Why aren’t they on Twitter? They’re just not
interested!
a few seconds ago from Miami Ad School Minneapolis


...
TheTarget


Network E!ect: could snowball into bigger problem.
a few seconds ago from Miami Ad School Minneapolis




Why ...
TheTarget


Twitter doesn’t really add to existing technology.
a few seconds ago from Miami Ad School Minneapolis




Netw...
TheTarget


How do we make them care?
a few seconds ago from Miami Ad School Minneapolis




Twitter doesn’t really add to...
TheTarget


The average teenager’s week...
a few seconds ago from Miami Ad School Minneapolis
Sleep
30%
30%




18%


       Online
30%




           18%
     16%



School
30%




     14%
TV
                 18%
           16%
Other Media                30%
               9%


              14%


                          18%
                    1...
Friends
           6%
                   30%
      9%


     14%


                  18%
            16%
Homework

           4%
      6%
                 30%
 9%


14%


                18%
       16%
Other

           4% 4%
      6%
                    30%
 9%


14%


                   18%
       16%
TheInsights


The Big Three: Entertainment, Music, & Celebrities
a few seconds ago from Miami Ad School Minneapolis
TheInsights


Largely impatient; immediacy important. This is what
Twitter is great for!
a few seconds ago from Miami Ad S...
TheInsights


Real celebrities running accounts, not PR consultants.
a few seconds ago from Miami Ad School Minneapolis


...
TheInsights


Twitter closes the gap between celebrity lifestyles
and consumer lifestyles.
a few seconds ago from Miami Ad...
TheInsights


Why else are celebrity reality shows so popular?
a few seconds ago from Miami Ad School Minneapolis




Twit...
direction
Direction


Twitter is the ultimate celebrity reality show.
a few seconds ago from Miami Ad School Minneapolis
Direction


Invite young people to communicate and interact
with their celebrity idols.
a few seconds ago from Miami Ad Sc...
Direction


Narrow the gap between the lives of the average teen
and the lifestyles of the rich and the famous.
a few seco...
creative executions
CreativeExecutions


Print.
a few seconds ago from Miami Ad School Minneapolis
CreativeExecutions


Commercial.
a few seconds ago from Miami Ad School Minneapolis




Print.
a few seconds ago from Miam...
CreativeExecutions


Web.
a few seconds ago from Miami Ad School Minneapolis




Commercial.
about a minute ago from Miami...
Twitter Campaign Pitch
Twitter Campaign Pitch
Twitter Campaign Pitch
Twitter Campaign Pitch
Twitter Campaign Pitch
Twitter Campaign Pitch
Twitter Campaign Pitch
Twitter Campaign Pitch
Twitter Campaign Pitch
Twitter Campaign Pitch
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Twitter Campaign Pitch

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Twitter Campaign Pitch

  1. 1. making twitter relevant
  2. 2. WhatsTheProblem? Twitter must find a way to build better connections with more people. a few seconds ago from Miami Ad School Minneapolis
  3. 3. WhatsTheProblem? 1. Increase registration from underrepresented segments. The objective is to make Twitter more relevant to these users. a few seconds ago from Miami Ad School Minneapolis Twitter must find a way to build better connections with more people. about a minute ago from Miami Ad School Minneapolis
  4. 4. WhatsTheProblem? 2. Twitter needs to retain its audience. a few seconds ago from Miami Ad School Minneapolis 1. Increase registration from underrepresented segments. The objective is to make Twitter more relevant to these users. about a minute ago from Miami Ad School Minneapolis Twitter must find a way to build better connections with more people. one minute ago from Miami Ad School Minneapolis
  5. 5. WhatsTheProblem?
  6. 6. WhatsTheProblem?
  7. 7. the target
  8. 8. TheTarget Teens, 13-19 years old. a few seconds ago from Miami Ad School Minneapolis
  9. 9. TheTarget
  10. 10. TheTarget Why aren’t they on Twitter? They’re just not interested! a few seconds ago from Miami Ad School Minneapolis Teens, aged 13-19 years old. a few seconds ago from Miami Ad School Minneapolis
  11. 11. TheTarget Network E!ect: could snowball into bigger problem. a few seconds ago from Miami Ad School Minneapolis Why aren’t they on Twitter? They’re just not interested! about a minute ago from Miami Ad School Minneapolis Teens, aged 13-19 years old. one minute ago from Miami Ad School Minneapolis
  12. 12. TheTarget Twitter doesn’t really add to existing technology. a few seconds ago from Miami Ad School Minneapolis Network E!ect: could snowball into bigger problem. about a minute ago from Miami Ad School Minneapolis Why aren’t they on Twitter? They’re just not interested! one minute ago from Miami Ad School Minneapolis Teens, aged 13-19 years old. two minutes ago from Miami Ad School Minneapolis
  13. 13. TheTarget How do we make them care? a few seconds ago from Miami Ad School Minneapolis Twitter doesn’t really add to existing technology. about a minute ago from Miami Ad School Minneapolis Network E!ect: could snowball into bigger problem. one minute ago from Miami Ad School Minneapolis Why aren’t they on Twitter? They’re just not interested! two minutes ago from Miami Ad School Minneapolis Teens, aged 13-19 years old. over two minutes ago from Miami Ad School Minneapolis
  14. 14. TheTarget The average teenager’s week... a few seconds ago from Miami Ad School Minneapolis
  15. 15. Sleep 30%
  16. 16. 30% 18% Online
  17. 17. 30% 18% 16% School
  18. 18. 30% 14% TV 18% 16%
  19. 19. Other Media 30% 9% 14% 18% 16%
  20. 20. Friends 6% 30% 9% 14% 18% 16%
  21. 21. Homework 4% 6% 30% 9% 14% 18% 16%
  22. 22. Other 4% 4% 6% 30% 9% 14% 18% 16%
  23. 23. TheInsights The Big Three: Entertainment, Music, & Celebrities a few seconds ago from Miami Ad School Minneapolis
  24. 24. TheInsights Largely impatient; immediacy important. This is what Twitter is great for! a few seconds ago from Miami Ad School Minneapolis The Big Three: Entertainment, Music, & Celebrities a few seconds ago from Miami Ad School Minneapolis
  25. 25. TheInsights Real celebrities running accounts, not PR consultants. a few seconds ago from Miami Ad School Minneapolis Largely impatient; immediacy important. This is what Twitter is great for! about a minute ago from Miami Ad School Minneapolis The Big Three: Entertainment, Music, & Celebrities one minute ago from Miami Ad School Minneapolis
  26. 26. TheInsights Twitter closes the gap between celebrity lifestyles and consumer lifestyles. a few seconds ago from Miami Ad School Minneapolis Real celebrities running accounts, not PR consultants. about a minute ago from Miami Ad School Minneapolis Largely impatient; immediacy important. This is what Twitter is great for! one minute ago from Miami Ad School Minneapolis The Big Three: Entertainment, Music, & Celebrities two minutes ago from Miami Ad School Minneapolis
  27. 27. TheInsights Why else are celebrity reality shows so popular? a few seconds ago from Miami Ad School Minneapolis Twitter closes the gap between celebrity lifestyles and consumer lifestyles. about a minute ago from Miami Ad School Minneapolis Real celebrities running accounts, not PR consultants. one minute ago from Miami Ad School Minneapolis Largely impatient; immediacy important. This is what Twitter is great for! two minutes ago from Miami Ad School Minneapolis The Big Three: Entertainment, Music, & Celebrities over two minutes ago from Miami Ad School Minneapolis
  28. 28. direction
  29. 29. Direction Twitter is the ultimate celebrity reality show. a few seconds ago from Miami Ad School Minneapolis
  30. 30. Direction Invite young people to communicate and interact with their celebrity idols. a few seconds ago from Miami Ad School Minneapolis Twitter is the ultimate celebrity reality show. a few seconds ago from Miami Ad School Minneapolis
  31. 31. Direction Narrow the gap between the lives of the average teen and the lifestyles of the rich and the famous. a few seconds ago from Miami Ad School Minneapolis Invite young people to communicate and interact with their celebrity idols. about a minute ago from Miami Ad School Minneapolis Twitter is the ultimate celebrity reality show. one minute ago from Miami Ad School Minneapolis
  32. 32. creative executions
  33. 33. CreativeExecutions Print. a few seconds ago from Miami Ad School Minneapolis
  34. 34. CreativeExecutions Commercial. a few seconds ago from Miami Ad School Minneapolis Print. a few seconds ago from Miami Ad School Minneapolis
  35. 35. CreativeExecutions Web. a few seconds ago from Miami Ad School Minneapolis Commercial. about a minute ago from Miami Ad School Minneapolis Print. one minute ago from Miami Ad School Minneapolis

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