FutureM 2014 TV's Real-Time Social Soundtrack: The Win For Brands, Content Partners & Fans Speaker: David Grossman (@davidgrossman8) Head of Entertainment, Twitter Content Partnerships Team

1. TV’S REAL-TIME SOCIAL SOUNDTRACK
THE WIN FOR BRANDS, CONTENT PARTNERS & FANS
DAVID GROSSMAN
@DAVIDGROSSMAN8
HEAD OF ENTERTAINMENT
TWITTER CONTENT PARTNERSHIPS TEAM
#FUTUREM

3. SOUNDTRACKS
“When the synchronized soundtrack was invented, far
from it being a threat to the silent film industry, instead,
it unleashed a wave of creativity.”
-Deb Roy, Chief Media Scientist, Twitter

5. Ellen DeGeneres
@TheEllenShow
If only Bradley's arm was longer. Best photo ever.
#oscars
3.4M
RETWEETS
3.3B
IMPRESSIONS

6. Source | Twitter internal, 2014

7. SNICKERS®
@SNICKERS
Hey @luis16suarez. Next time you're hungry just
grab a Snickers. #worldcup #luissuarez
#EatASNICKERS
4:26 PM - 24 Jun 2014

8. John McCain
@SenJohnMcCain
My hero Jack Bauer is back tonight @24Fox!
RETWEETS
262
FAVORITES
189
9:32 AM - 5 May 2014

9. 580BILLION
POTENTIAL IMPRESSIONS
FROM TWEETS AROUND TV
BROADCASTS IN 2013 (US)

10. TWITTER ACQUIRED SNAPPYTV
Editing and sharing video is now
faster and easier than ever

11. SOCIAL TV IS CONSUMED IN REAL-TIME

12. FROM TV TO TWEET IN JUST SECONDS
CAPTURE
LIVE CONTENT
EDIT
FRAME-BY-FRAME
SHARE
MEDIA-FORWARD

13. Department of State
@StateDept
U.S. will be joined by broad coalition [against ISIL].
We rally nations on behalf of common security &
humanity.
9:29 PM - 10 Sep 2014

14. Fashion Rocks Live
@FashionRocksTV
And if the #BootyBomb wasn't enough...we present the
@JLo hair flip. #FashionRocks snpy.tv/1qfz7qY
Promoted by Verizon Wireless USA
10:14 PM - 9 Sep 2014

15. INVESTING IN
VIDEO SOLUTIONS
NBA @NBA
MONSTER block by Mahinmi to end the half on
TNT #NBARapidReplay
Media-forward
One-tap playback
Video analytics
Vine improvements
on.nba.com/1BxS37B
Dorothée Bergin @doro
Of Many in the TriBeCa Film Fest! YES
@PerLibby!!! huffingtonpost.com/2014/03/12/
che…
Mike Park @mep
Fritos: actually hard to find right now (for the
chili for the #GoT)
Fallon Tonight @FallonTonight
From the monologue: Rob Ford shares more
bad advice on Twitter
Laura King @LK

17. US Open Tennis
@usopen
Match point. History. #Nishikori #Djokovic #usopen
@Heineken_US
Promoted by Heineken US
10:14 PM - 9 Sep 2014

18. MTV
@MTV
Loving absolutely everything about this @IGGYAZALEA
@RitaOra "Black Widow" #VMA performance on.mtv.com/
1vdmfUf
Promoted by Degree Women
11:22 PM - 24 Aug 2014

19. Comedy Central
@ComedyCentral
With @TMobile on The Colbert Report, Stephen has
great reception everywhere. Seriously, everywhere.
thecolbertreport.cc.com/videos/p4t1a2/ …
Promoted by T-Mobile
1:37 PM - 8 May 2014

20. WHAT MAKES A SUCCESSFUL
SOCIAL TV CAMPAIGN?
Premium content
Complements TV viewing
Variety of content formats (e.g. video, photo, GIFs)
Consistent and ‘always on’
Real-time and relevant
CONFIDENTIAL

21. SAMSUNG AT THE BILLBOARD AWARDS

22. BillboardMusicAwards
@OfficialBBMAs
You heard it at the #BBMAs first. Who would @AustinMahone
like to take to dinner...find out here
Promoted by Samsung Mobile US

23. BillboardMusicAwards
@OfficialBBMAs
On the red carpet at the #BBMAs with
@2chainz
Promoted by Samsung Mobile US

24. BillboardMusicAwards
@OfficialBBMAs
The backstage view you won't see on TV: We're behind the
scenes at the #BBMAs with @NICKIMINAJ
Promoted by Samsung Mobile US

25. BillboardMusicAwards
@OfficialBBMAs
.@jtimberlake celebrates his win gph.to/1t7EwPa #BBMAs
Promoted by Samsung Mobile US

26. +388% +225% -39%
increase in ER over
Amplify entertainment
benchmark
increase in ER over
BBMAs Samsung
Promoted Tweets
decrease in eCPE vs
Amplify entertainment
benchmark
What made this Amplify program a big success
was the collaboration between our brand and
DCP. Together we customized a package to
truly magnify the second screen experience.
“
“
- Amber Mayo, Director of Media and Partnerships
Samsung Telecommunications America
Before Twitter Amplify, there wasn’t an
orchestrated way to cover content creation,
production, media and distribution. Now we’re
able to offer our partners a suite of tools to
make marketing moments come to life.
“
“
- Ariel Elazar, SVP, Digital Distribution & Brand Licensing at
Dick Clark Productions

27. WHERE IS BRANDED CONTENT ON
TWITTER HEADED?

28. BEYOND TENTPOLES & THE BIG GAME
#REALITY
#SCRIPTED
#TALK&NEWS #TVMOVIES

29. MOMENTS THAT MATTER
SEASONAL / HOLIDAY THEMATIC

30. !
THANK YOU!
@DAVIDGROSSMAN8