Ryan Ginsberg | Building Community Through Twitter

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Ryan Ginsberg | Building Community Through Twitter

  1. 1. Twitter, Inc. | Thursday, November 14, 13 Confidential
  2. 2. Life is a series of “now” moments @TwitterAds | Confidential Thursday, November 14, 13 3
  3. 3. Thursday, November 14, 13
  4. 4. #SKYWIRE GENERATED 1M TWEETS Thursday, November 14, 13
  5. 5. Thursday, November 14, 13
  6. 6. Thursday, November 14, 13
  7. 7. Thursday, November 14, 13
  8. 8. T WI T T ER IS Live, Public, Conversational Thursday, November 14, 13
  9. 9. Participate in the conversation Influence consumers attitudes and behaviors @TwitterAds | Confidential Thursday, November 14, 13 12
  10. 10. 75% access Twitter via mobile Source: Twitter Internal July, 2013 @TwitterAds | Confidential Thursday, November 14, 13 13
  11. 11. 230M active users Source: Twitter Internal July, 2013 @TwitterAds | Confidential Thursday, November 14, 13 14
  12. 12. 500 million Tweets every day Source: Twitter Internal July, 2013 @TwitterAds | Confidential Thursday, November 14, 13 15
  13. 13. Millions of moments to engage Thursday, November 14, 13
  14. 14. How can you plan for the moment? Thursday, November 14, 13
  15. 15. Plan for everyday moments Thursday, November 14, 13
  16. 16. #hungry VOLUME OF CONVERSATION MON TUE WED THU FRI SAT SUN Source: Twitter Internal July, 2013 @TwitterAds | Confidential Thursday, November 14, 13 19
  17. 17. “run” VOLUME OF CONVERSATION MON Thursday, November 14, 13 TUE WED THU FRI SAT SUN
  18. 18. Thursday, November 14, 13 :0 0& :0 0& :0 0& :0 0& :0 0& :0 0& :0 0& :0 0& :0 0& :0 0& :0 0& :0 0& :0 0& :0 0& :0 0& :0 0& :0 0& :0 0& :0 0& :0 0& :0 0& :0 0& :0 0& :0 0& :0 0& :0 0& :0 0& :0 0& :0 0& :0 0& :0 0& :0 0& :0 0& :0 0& :0 0& :0 0& :0 0& :0 0& :0 0& :0 0& :0 0& :0 0& “run” VOLUME OF CONVERSATION MON TUE WED THU FRI SAT SUN
  19. 19. “tired” VOLUME OF CONVERSATION MON TUE WED THU FRI SAT SUN Source: Twitter Internal July, 2013 @TwitterAds | Confidential Thursday, November 14, 13 21
  20. 20. @TwitterAds | Confidential Thursday, November 14, 13 22
  21. 21. Everyday moments Results for #WhyICantSleepAtNight Related: #whyicantsleepatnight insomnia, #flipyourmorning, gnoooomes, hd... Tweets Top / All / Timeline zzzQuil @zzzQuil Seriously, these tweets will still be here tomorrow. Let’s go to bed together. Promoted by zzzQuil @TwitterAds | Confidential Thursday, November 14, 13 23
  22. 22. Thursday, November 14, 13 H
  23. 23. Thursday, November 14, 13
  24. 24. Thursday, November 14, 13
  25. 25. Every holiday is a moment to connect @TwitterAds | Confidential Thursday, November 14, 13 27
  26. 26. Lowe’s @Lowes Stripped screw? No problem, just use a rubber band. #lowesfixinsix #howto vine.co/v/bU61aqq2YOp Add value to everyday moments Vine @vineapp · Unfollow Jamison Ernst @JamisonMernst Mind blown. “ @Lowes: Stripped screw? No problem, just use a rubber band. #lowesfixinsix @TwitterAds | Confidential #howto vine.co/v/bU61aqq2YOp Thursday, November 14, 13 28
  27. 27. Thursday, November 14, 13
  28. 28. Thursday, November 14, 13
  29. 29. Plan for cultural moments Thursday, November 14, 13
  30. 30. @TwitterAds | Confidential Thursday, November 14, 13 32
  31. 31. #WinTheMoment | Thursday, November 14, 13 Twitter Confidential
  32. 32. #WinTheMoment | Thursday, November 14, 13 Twitter Confidential
  33. 33. #WinTheMoment | Thursday, November 14, 13 Twitter Confidential
  34. 34. Tweets Oreo Cookie @Oreo WARNING: Shark sighted. Dunk at own risk. #dailytwist pic.twitter.com/nEM1g7kv Promoted by Oreo Twitter Inc. | @TwitterAds Thursday, November 14, 13
  35. 35. Tweets Oreo Cookie @Oreo A fire will rise. An Oreo cookie will dunk. #dailytwist pic.twitter.com/dZ Promoted by Oreo Cookie Promoted by Oreo Cookie Hide Photo Hide Photo Twitter Inc. | @TwitterAds Thursday, November 14, 13
  36. 36. Plan for Live moments Thursday, November 14, 13
  37. 37. adidasfootball @adidasfootball Twelve months. One moment. All different - #allforthis #UCLFinale pic.twitter.com/4CGZeJC9CC Scenario Planning @TwitterAds | Confidential Thursday, November 14, 13 39
  38. 38. @TwitterUK Thursday, November 14, 13
  39. 39. #SMWF | @ShaneSteele Thursday, November 14, 13
  40. 40. 2.8M Tweets 8-Oct 9-Oct 10-Oct 11-Oct 12-Oct 13-Oct 14-Oct 15-Oct 16-Oct 17-Oct #SMWF | @ShaneSteele Thursday, November 14, 13
  41. 41. Text Thursday, November 14, 13
  42. 42. Inspirational Moments Thursday, November 14, 13 H
  43. 43. Thursday, November 14, 13
  44. 44. Thursday, November 14, 13
  45. 45. Plan connected moments Thursday, November 14, 13
  46. 46. Twitter is the EKG of attention on TV 700K Walking Dead X Factor Pretty Little Liars The Voice 525K 350K 175K 0K Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Source: Twitter internal 2012 Twitter, Inc. | Confidential 48 Thursday, November 14, 13
  47. 47. 66 % mobile users Use Twitter in front of the TV at home I learn all my negotiation techniques from watching @SharkTankABC! Love watching @mcuban #sharktank 33 % mobile users Tweet about the show they are watching Thursday, November 14, 13 Source: Nielsen State of the Media: The Nielsen Cross-Platform Report Jan ’12 Twitter, Inc. | Confidential 49
  48. 48. Twitter drives the online TV conversation 95 % Of the public conversation around TV is taking place on Twitter Source: Bluefin US 2012 (top) and Compete US 2012 (middle, bottom) Twitter, Inc. | Confidential 50 Thursday, November 14, 13
  49. 49. Thursday, November 14, 13
  50. 50. @TwitterAds | Confidential Thursday, November 14, 13 52
  51. 51. #Hashtags drive action @TwitterAdsUK Thursday, November 14, 13
  52. 52. Baileys US @BaileysOriginal In honor of the ultimate #Oscars2013 #girlsnight we put together our own musical number: @TwitterAds | Confidential Thursday, November 14, 13
  53. 53. #Recommendations @TwitterAds | Confidential Thursday, November 14, 13
  54. 54. LISTEN AND RESPOND TO CHATTER Thursday, November 14, 13
  55. 55. PR0VIDE VALUE WITH ALWAYS-ON CONTENT Thursday, November 14, 13
  56. 56. Plan & execute against content series Monday: #_______________ Tuesday: Sports Highlight Also factor in support for media buys, events and general milestones or holidays Thursday, November 14, 13 Wednesday: Tips and Tricks Thursday: Spokesperson Spotlight Friday: Weekend Inspiration
  57. 57. SET TARGET OBJECTIVES Thursday, November 14, 13
  58. 58. GROW YOUR FOLLOWER BASE Thursday, November 14, 13
  59. 59. 62 CONNECT CROSS-PLATFORM CONVERSATION Twitter, Inc. | Thursday, November 14, 13 Confidential
  60. 60. 63 BREAK THROUGH THE CLUTTER Twitter, Inc. | Thursday, November 14, 13 Confidential
  61. 61. Promotion drives reach & acceleration Organic campaign 10-15% of followers will see a brand’s organic tweet Paid campaign THE Twitter Internal, UK campaigns Q3 2012 SOURCE @TwitterAds | Confidential Thursday, November 14, 13 64
  62. 62. Plan for the moment @TwitterAds | Confidential Thursday, November 14, 13
  63. 63. #Everyday moments @TwitterAds | Confidential Thursday, November 14, 13
  64. 64. #Live moments @TwitterAds | Confidential Thursday, November 14, 13
  65. 65. #Connected moments @TwitterAds | Confidential Thursday, November 14, 13
  66. 66. Brands don’t have target markets, they have target moments. 59 characters @rorysutherland Thursday, November 14, 13
  67. 67. #thankyou @rygins Thursday, November 14, 13

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