Sponsored Conversations
via Twitter
Presented by Ted Murphy - @tedmurphy

platform pillars
Ethics
• Mandatory disclosure
• Authentic voice
• Freedom of choice
• Transparency of identity
Scalability
Measurement
Simplicity

platform pillars
ethics

mandatory disclosure
Disclosure is systematically enforced
• 100% compliance through proprietary Disclosure Engine™
• Designed to adhere to FTC and WOMMA guidelines
Multiple standardized options provided
• Specific type of disclosure determined by Tweeter or Advertiser
Examples of disclosure within a Tweet
I would like to thank my sponsor ACME.
AD: 1/2 off ACME widgets http://bit.ly/1234

authenticity
Tweeters can write their own tweets
Advertiser restrained from injecting opinion
in advertiser written tweets
Acceptable advertiser written tweet
Todays Tweet’s Sponsored by ACME.
Unacceptable advertiser written tweet
I think that ACME’s widget is the best ever.

freedom of choice
No auto-injection of any tweets
• Tweeters must agree to each individual
Mutual handshake process
• Tweeter must approve any advertiser written tweet
• Advertiser must approve any tweeter written tweet

transparency of identity
Detailed information about Tweeters
• Stats from multiple sources
• Twitter
• Twitter Grader
• Twitter Counter
Advertisers info displayed to Tweeters
• Reduces promotion of affiliate offers without tweeter knowledge
• Allows both parties to research and follow each other

platform pillars
scalability

tweeter spectrum
@kimkardashian
1.6M Followers
@chrispirillo
Amount of followers people have
71K Followers
@pensieverobin
2.6K Followers
People using Twitter

reach the masses
Aggregate users with less followers
• Provides more variation in messaging
• Ability to execute on smaller campaigns
• Open to performance based options
@kendrawilkinson
Access to power users
• Mainstream media celebrities
• Web celebrities @pop17
• Media properties
Ability to drive massive
@speedtv
traffic from influencers
in short time frames

platform pillars
measurement

measurement
Bit.ly integration to shorten URLs
• Integrated reporting within sponsored tweets
• More detailed reporting via Bit.ly
One click Google Analytics tracking
• By Source
• By Campaign
• By Tweeter
Provides the ability to
track conversion on
from an individual
Tweeter

platform pillars
simplicity

simplicity
Self serve platform
User friendly interface
• Advertisers : Make your first offer in under 5 minutes
• Tweeters : Get setup to receive offers in under 2 minutes
Telephone, email and twitter support