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Social Data Week SF: In Conversation with Twitter - April Underwood, Director of Product, Twitter
Social Data Week SF: In Conversation with Twitter - April Underwood, Director of Product, Twitter
Social Data Week SF: In Conversation with Twitter - April Underwood, Director of Product, Twitter
Social Data Week SF: In Conversation with Twitter - April Underwood, Director of Product, Twitter
Social Data Week SF: In Conversation with Twitter - April Underwood, Director of Product, Twitter
Social Data Week SF: In Conversation with Twitter - April Underwood, Director of Product, Twitter
Social Data Week SF: In Conversation with Twitter - April Underwood, Director of Product, Twitter
Social Data Week SF: In Conversation with Twitter - April Underwood, Director of Product, Twitter
Social Data Week SF: In Conversation with Twitter - April Underwood, Director of Product, Twitter
Social Data Week SF: In Conversation with Twitter - April Underwood, Director of Product, Twitter
Social Data Week SF: In Conversation with Twitter - April Underwood, Director of Product, Twitter
Social Data Week SF: In Conversation with Twitter - April Underwood, Director of Product, Twitter
Social Data Week SF: In Conversation with Twitter - April Underwood, Director of Product, Twitter
Social Data Week SF: In Conversation with Twitter - April Underwood, Director of Product, Twitter
Social Data Week SF: In Conversation with Twitter - April Underwood, Director of Product, Twitter
Social Data Week SF: In Conversation with Twitter - April Underwood, Director of Product, Twitter
Social Data Week SF: In Conversation with Twitter - April Underwood, Director of Product, Twitter
Social Data Week SF: In Conversation with Twitter - April Underwood, Director of Product, Twitter
Social Data Week SF: In Conversation with Twitter - April Underwood, Director of Product, Twitter
Social Data Week SF: In Conversation with Twitter - April Underwood, Director of Product, Twitter
Social Data Week SF: In Conversation with Twitter - April Underwood, Director of Product, Twitter
Social Data Week SF: In Conversation with Twitter - April Underwood, Director of Product, Twitter
Social Data Week SF: In Conversation with Twitter - April Underwood, Director of Product, Twitter
Social Data Week SF: In Conversation with Twitter - April Underwood, Director of Product, Twitter
Social Data Week SF: In Conversation with Twitter - April Underwood, Director of Product, Twitter
Social Data Week SF: In Conversation with Twitter - April Underwood, Director of Product, Twitter
Social Data Week SF: In Conversation with Twitter - April Underwood, Director of Product, Twitter
Social Data Week SF: In Conversation with Twitter - April Underwood, Director of Product, Twitter
Social Data Week SF: In Conversation with Twitter - April Underwood, Director of Product, Twitter
Social Data Week SF: In Conversation with Twitter - April Underwood, Director of Product, Twitter
Social Data Week SF: In Conversation with Twitter - April Underwood, Director of Product, Twitter
Social Data Week SF: In Conversation with Twitter - April Underwood, Director of Product, Twitter
Social Data Week SF: In Conversation with Twitter - April Underwood, Director of Product, Twitter
Social Data Week SF: In Conversation with Twitter - April Underwood, Director of Product, Twitter
Social Data Week SF: In Conversation with Twitter - April Underwood, Director of Product, Twitter
Social Data Week SF: In Conversation with Twitter - April Underwood, Director of Product, Twitter
Social Data Week SF: In Conversation with Twitter - April Underwood, Director of Product, Twitter
Social Data Week SF: In Conversation with Twitter - April Underwood, Director of Product, Twitter
Social Data Week SF: In Conversation with Twitter - April Underwood, Director of Product, Twitter
Social Data Week SF: In Conversation with Twitter - April Underwood, Director of Product, Twitter
Social Data Week SF: In Conversation with Twitter - April Underwood, Director of Product, Twitter
Social Data Week SF: In Conversation with Twitter - April Underwood, Director of Product, Twitter
Social Data Week SF: In Conversation with Twitter - April Underwood, Director of Product, Twitter
Social Data Week SF: In Conversation with Twitter - April Underwood, Director of Product, Twitter
Social Data Week SF: In Conversation with Twitter - April Underwood, Director of Product, Twitter
Social Data Week SF: In Conversation with Twitter - April Underwood, Director of Product, Twitter
Social Data Week SF: In Conversation with Twitter - April Underwood, Director of Product, Twitter
Social Data Week SF: In Conversation with Twitter - April Underwood, Director of Product, Twitter
Social Data Week SF: In Conversation with Twitter - April Underwood, Director of Product, Twitter
Social Data Week SF: In Conversation with Twitter - April Underwood, Director of Product, Twitter
Social Data Week SF: In Conversation with Twitter - April Underwood, Director of Product, Twitter
Social Data Week SF: In Conversation with Twitter - April Underwood, Director of Product, Twitter
Social Data Week SF: In Conversation with Twitter - April Underwood, Director of Product, Twitter
Social Data Week SF: In Conversation with Twitter - April Underwood, Director of Product, Twitter
Social Data Week SF: In Conversation with Twitter - April Underwood, Director of Product, Twitter
Social Data Week SF: In Conversation with Twitter - April Underwood, Director of Product, Twitter
Social Data Week SF: In Conversation with Twitter - April Underwood, Director of Product, Twitter
Social Data Week SF: In Conversation with Twitter - April Underwood, Director of Product, Twitter
Social Data Week SF: In Conversation with Twitter - April Underwood, Director of Product, Twitter
Social Data Week SF: In Conversation with Twitter - April Underwood, Director of Product, Twitter
Social Data Week SF: In Conversation with Twitter - April Underwood, Director of Product, Twitter
Social Data Week SF: In Conversation with Twitter - April Underwood, Director of Product, Twitter
Social Data Week SF: In Conversation with Twitter - April Underwood, Director of Product, Twitter
Social Data Week SF: In Conversation with Twitter - April Underwood, Director of Product, Twitter
Social Data Week SF: In Conversation with Twitter - April Underwood, Director of Product, Twitter
Social Data Week SF: In Conversation with Twitter - April Underwood, Director of Product, Twitter
Social Data Week SF: In Conversation with Twitter - April Underwood, Director of Product, Twitter
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Social Data Week SF: In Conversation with Twitter - April Underwood, Director of Product, Twitter

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Some of the more successful use cases for Twitter presented by April Underwood, Director of Product during Social Data Week San Francisco.

Some of the more successful use cases for Twitter presented by April Underwood, Director of Product during Social Data Week San Francisco.

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  • 1. @TwitterAds | Confidential Plan For the Moment Social Data Week | September 16, 2013 April Underwood @aunder Tuesday, September 24, 13
  • 2. @TwitterAds | Confidential 2 Tuesday, September 24, 13
  • 3. @TwitterAds | Confidential 2 Tuesday, September 24, 13
  • 4. @TwitterAds | Confidential 2 Tuesday, September 24, 13
  • 5. @TwitterAds | Confidential 2 Tuesday, September 24, 13
  • 6. Tuesday, September 24, 13
  • 7. Tuesday, September 24, 13
  • 8. @TwitterAds | Confidential Life is a series of “now” moments 4 Tuesday, September 24, 13
  • 9. @TwitterAds | Confidential Life is a series of “now” moments 4 that happen with data Tuesday, September 24, 13
  • 10. Twitter is Live, Public, Conversational Tuesday, September 24, 13
  • 11. @TwitterAds | Confidential 6 Tuesday, September 24, 13
  • 12. @TwitterAds | Confidential 6 Tuesday, September 24, 13
  • 13. #SKYWIRE GENERATED 1,000,000 TWEETS Tuesday, September 24, 13
  • 14. Robert Flores @RoFloESPN #Skywire is a victory for courage, perseverance, and dad jeans. 267 RETWEETS 124 FAVORITES Tuesday, September 24, 13
  • 15. Seth Meyers @sethmeyers Thank you, Jeansus. #Skywire 3,734 RETWEETS 1,713 FAVORITES Tuesday, September 24, 13
  • 16. Lee Jeans @LeeJeans Denim: preferred by cowboys, rockstars and @NikWallenda #Skywire 32 RETWEETS 12 FAVORITES Tuesday, September 24, 13
  • 17. Tuesday, September 24, 13
  • 18. Billions of moments to engage Tuesday, September 24, 13
  • 19. How can you plan for the moment? Tuesday, September 24, 13
  • 20. Plan for everyday moments Tuesday, September 24, 13
  • 21. @TwitterAds | Confidential #hungry WED SATFRITUE THU SUNMON VOLUME OF CONVERSATION 14 Source: Twitter Internal July, 2013 Tuesday, September 24, 13
  • 22. @TwitterAds | Confidential #hungry WED SATFRITUE THU SUNMON VOLUME OF CONVERSATION 14 Source: Twitter Internal July, 2013 Tuesday, September 24, 13
  • 23. @TwitterAds | Confidential “run” VOLUME OF CONVERSATION WED SATFRITUE THU SUNMON 15 Source: Twitter Internal July, 2013 Tuesday, September 24, 13
  • 24. @TwitterAds | Confidential :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 15 Source: Twitter Internal July, 2013 Tuesday, September 24, 13
  • 25. @TwitterAds | Confidential MON TUE WED THU FRI SAT SUN “tired” VOLUME OF CONVERSATION 16 Source: Twitter Internal July, 2013 Tuesday, September 24, 13
  • 26. @TwitterAds | Confidential MON TUE WED THU FRI SAT SUN “tired” VOLUME OF CONVERSATION 16 Source: Twitter Internal July, 2013 Tuesday, September 24, 13
  • 27. @TwitterAds | Confidential 17 Tuesday, September 24, 13
  • 28. @TwitterAds | Confidential 17 Tuesday, September 24, 13
  • 29. @TwitterAds | Confidential Results for #WhyICantSleepAtNight Related: #whyicantsleepatnight insomnia, #flipyourmorning, gnoooomes, hd... zzzQuil @zzzQuil Seriously, these tweets will still be here tomorrow. Let’s go to bed together. Promoted by zzzQuil Top / All / TimelineTweets Everyday moments 18 Tuesday, September 24, 13
  • 30. @TwitterAds | Confidential Moments matter Non-engaged user Engaged user Purchase IntentBrand Favorability +30% +53% Source: Nielsen Brand Effect for Twitter, March 2013 19 Tuesday, September 24, 13
  • 31. Plan for live moments Tuesday, September 24, 13
  • 32. @TwitterAds | Confidential 21 Twelve months. One moment. All different - #allforthis #UCLFinale pic.twitter.com/4CGZeJC9CC adidasfootball @adidasfootball Key “now” moments can be planned for Tuesday, September 24, 13
  • 33. @TwitterAds | Confidential 0M 1M 2M 3M 06:00 12:00 18:00 24:00 22 And engaged at scale 6MTWEETS Source: Twitter Internal May, 2013 Tuesday, September 24, 13
  • 34. @TwitterAds | Confidential 23 Tuesday, September 24, 13
  • 35. @TwitterAds | Confidential 23 Tuesday, September 24, 13
  • 36. @TwitterAds | Confidential 24 So excited to introduce the newest member of the Obama family -- our puppy, Sunny! at.wh.gov/04DkW --mo pic.twitter.com/KKO9NTmgha FLOTUS @FLOTUS Live moments can be planned for Tuesday, September 24, 13
  • 37. @TwitterAds | Confidential Purina ONE Dog @PurinaONEdog Only the finest of puppies eat Purina ONE Smart Blend - Healthy Puppy Formula! #FLPOTUS pic.twitter.com/di239jc Tweets Tuesday, September 24, 13
  • 38. @TwitterAds | Confidential #hungry Twitter connects and strengthens sponsorships association Source: Nielsen Brand Effect for Twitter, March 2013 Message association Not exposed to Promoted Tweet Exposed to Promoted Tweet +22% 26 Tuesday, September 24, 13
  • 39. Plan connected moments Tuesday, September 24, 13
  • 40. @TwitterAds | Confidential TV x Twitter 28 Tuesday, September 24, 13
  • 41. @TwitterAds | Confidential 29 Tuesday, September 24, 13
  • 42. @TwitterAds | Confidential 29 Tuesday, September 24, 13
  • 43. @TwitterAds | Confidential 30 KFC Colonel @kfc_colonel RT @rydogg23: KFC, if you have any interest for your next commercial, I’m available #kfc #iatethebones vine.co/v/ bUzDvbPbQHB Promoted by KFC Colonel Tuesday, September 24, 13
  • 44. @TwitterAds | Confidential 30 KFC Colonel @kfc_colonel RT @rydogg23: KFC, if you have any interest for your next commercial, I’m available #kfc #iatethebones vine.co/v/ bUzDvbPbQHB Promoted by KFC Colonel Tuesday, September 24, 13
  • 45. @TwitterAds | Confidential 31 Tuesday, September 24, 13
  • 46. @TwitterAds | Confidential #Couchgating 32 KFC Colonel @kfc_colonel RT @sirslimealot: I ATE THE BONES! #KFC vine.co/v/b3b0xQ57nP6 Tuesday, September 24, 13
  • 47. @TwitterAds | Confidential #Couchgating 32 KFC Colonel @kfc_colonel RT @sirslimealot: I ATE THE BONES! #KFC vine.co/v/b3b0xQ57nP6 KFC Colonel @kfc_colonel RT @tdotbizness: #iatethebones #kfc #howto eat the bones #vineportraits of a bone eater #favthings vine.co/ b9jlgHKuVHq Tuesday, September 24, 13
  • 48. @TwitterAds | Confidential #Couchgating 32 KFC Colonel @kfc_colonel RT @sirslimealot: I ATE THE BONES! #KFC vine.co/v/b3b0xQ57nP6 KFC Colonel @kfc_colonel RT @tdotbizness: #iatethebones #kfc #howto eat the bones #vineportraits of a bone eater #favthings vine.co/ b9jlgHKuVHq KFC Colonel @kfc_colonel RT @sirslimealot: I ATE THE BONES! #KFC vine.co/v/b3b0xQ57nP6 Tuesday, September 24, 13
  • 49. @TwitterAds | Confidential TV is more effective with Twitter +27% increase in engagement rates +58% higher purchase intent +95% stronger message association 33 Source: Nielsen Brand Effect for Twitter, March 2013 Tuesday, September 24, 13
  • 50. Data reveal the WHO, WHEN, WHAT for marketing moments Tuesday, September 24, 13
  • 51. Simple ad products Tuesday, September 24, 13
  • 52. Grow reach and engagement with Promoted Tweets Scale your audience with Promoted Accounts Drive mass awareness with Promoted Trends Simple ad products Tuesday, September 24, 13
  • 53. Powerful data Look-a-likes Location Followers Device TV ads Search Keywords Interests Gender Tuesday, September 24, 13
  • 54. Introducing Molly Tuesday, September 24, 13
  • 55. Tuesday, September 24, 13
  • 56. So excited about college but could use some help with tuition! #needascholarship Tuesday, September 24, 13
  • 57. DeVry University @DeVryUniv Apply to DeVry by Aug. 29th and you could qualify for the Career Catalyst Scholarship, up to $20,000. bit.ly/18YP0co Promoted by DeVry University Tuesday, September 24, 13
  • 58. DeVry University @DeVryUniv Apply to DeVry by Aug. 29th and you could qualify for the Career Catalyst Scholarship, up to $20,000. bit.ly/18YP0co Promoted by DeVry University Tuesday, September 24, 13
  • 59. Molly Lerner @mollylerner Pumped to start @DeVryUniv in the fall! Going to spend the summer learning something new :) Tuesday, September 24, 13
  • 60. General Assembly @GA Learn to code your own prototypes in our intensive 3-month web development program in SF: cards.twitter.com/cards/2tg4az/hl Promoted by General Assembly Molly Lerner @mollylerner m*****@gm***.com Tuesday, September 24, 13
  • 61. General Assembly @GA Learn to code your own prototypes in our intensive 3-month web development program in SF: cards.twitter.com/cards/2tg4az/hl Promoted by General Assembly Molly Lerner @mollylerner m*****@gm***.com Tuesday, September 24, 13
  • 62. @TwitterAds | Confidential Plan for the moment Tuesday, September 24, 13
  • 63. @TwitterAds | Confidential moments#Everyday Tuesday, September 24, 13
  • 64. @TwitterAds | Confidential moments#Live Tuesday, September 24, 13
  • 65. @TwitterAds | Confidential moments#Connected Tuesday, September 24, 13
  • 66. @TwitterAds | Confidential Image courtesy of AMC’s Mad Men 47 Brands don’t have target markets, they have target moments. Executive Creative Director and Vice-Chairman of OgilvyOne Tuesday, September 24, 13
  • 67. @TwitterAds | Confidential Image courtesy of AMC’s Mad Men 47 Brands don’t have target markets, they have target moments. Social Data Week | September 16, 2013 April Underwood @aunder #ThankYou Executive Creative Director and Vice-Chairman of OgilvyOne Tuesday, September 24, 13

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