#MarTechFest 2019 - Carlos Cantu
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Twitter’s Role in Your Marketing Technology Strategy
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#MarTechFest 2019 - Carlos Cantu
- 3. people Twitter is what’s happening in the world and what people are talking about
- 5. Mean man on dating app “the dress in the last photo isn’t doing you any favors…” Mean man on dating app GROW UP! And shop somewhere decent! Thanks. Hope this helps.”
- 6. Men are trash. (Included the pic he’s on about ) @theachippendale Thea Lauryn Chippendale
- 7. Men are trash. (Included the pic he’s on about ) @theachippendale Thea Lauryn Chippendale Lish Xx You’re gorgeous and so is that dress on you @Alishiarobertss You look amazing! Really love the fabric pattern and the color of the dress. Good eye! Dude is off his rocker. @ruedesrose em_roseMONSERRA T I love the dress! You look amazing @Monsse_Herrera She looks soo beautiful though in that dress. He must be blind for sure @dihaa11 Barefoot Max You look fabulous Ignore this muppet xx @MaxMgbrv
- 8. ASOS Here’s to finding our perfect match Thea babe, let’s talk. Check your DMs… @ASOS
- 9. @theachippendale Swipe right to see who had the last laugh… asos.com/… ASOS @ASOS
- 10. Alice Prowse @Alicejpx Replying to …I wouldn’t have bought the dress based on the original pictures but seeing Thea’s picture I want it. Christopher Hayter @MrChrisHayter Replying to She is beautiful and it just goes to show girls out that that one tiny little boys opinion is NOT a matter of fact! she’s a Queen zc @zuzca79 Replying to I’m definitely buying stuff from you now. brilliant gesture and brilliant PR. Please promote person who came up with this idea. Well done @ASOS
- 11. valuable receptive Your most valuable audiences are on Twitter, when they’re most receptive
- 13. people say the Twitter users is the first person they look to for advice when they want to learn more about a topic People go to Twitter users first for advice Source — Tapestry UK, 2017
- 15. increase in memory encoding when discovering content on Twitter (vs online norms) Messages on Twitter are better stored in our long-term memories Source — Kantar News, Discovery & Influence on Twitter ; December 2017 ; UK ; 829 Monthly Twitter UK users & 1501 Online UK population Source : Kantar MilwardBrown, 2017
- 16. Launch something new Connect with what’s happening
- 17. Launch something new Connect with what’s happening
- 18. Launch a new product Something N brand feature message promotion Launch
- 20. you connect with. customersBut how has changed...
- 22. 50% Half of marketers indicate that the window for success is shortening The window of success for launches has shortened Source: Bain & Company, 2019 Launch Marketer Survey, US, n=650.
- 23. Source: Bain & Company, 2019 Launch Marketer Survey, US, n=650. Increase in Launches 2018 vs 2017 +27% And the number keeps rising By the time we finish this meeting multiple brands will have launched something new around the world
- 24. 9:59 Wednesday, April 4th TWITTER now Apple #AppleEvent is about to start. Tap to watch live… Shell @Shell A cleaner energy system is emerging, so we're reshaping our portfolio ⚡️ See how we're positioning Shell for the future of energy and as a world-class investment case 🌍 go.shell.com/2XrdlUx Facebook @facebook Today we're excited to introduce @PortalFacebook to everyone. Come say hi and check out portal.facebook.com to learn more. Qatar Airways @qatarairways Join us at FIFA Women’s World Cup France 2019™, an incredible celebration held in some of the world’s most iconic cities and stadiums. Nasir Abdullahi🕊 @ProfAbdinasir Best airline have ever I traveled. Keep it up the good work. Discover the wonders of our newest destination www.qatarairways.com
- 25. Brands that land launches grow market share Market Share More likely to gain market share vs peers 1.8x and annual revenue Annual Revenue More likely to have an increase in annual revenue 1.5x Source: Bain & Company, 2019 Launch Marketer Survey, US, n=650.
- 26. Launch Leaders Others Missed KPI Bain interviewed over 650 marketers 15% Only of marketers met their Launch KPIs Only 15% met their Launch KPIs Let’s call them “Launch Leaders” Source: Bain & Company, 2019 Launch Marketer Survey, US, n=650.
- 27. Launch Pillar #1 Learn before you launch
- 28. Learn before you Launch Source: Bain & Company, 2019 Launch Marketer Survey , US, n=650 more likely to use social listening to guide their launch strategy Launch leaders are
- 29. Launch Pillar #2 Own your voice
- 30. Own your voice more likely Source: Bain & Company, 2019 Launch Marketer Survey , US, n=650 Launch leaders are significantly more likely to have “something to say”
- 31. Colin Kaepernick @Kaepernick7 Believe in something, even if it means sacrificing everything. #JustDoIt
- 32. Launch Pillar #3 Influence > Reach
- 33. Influence > Reach Source: Bain & Company, 2019 Launch Marketer Survey , US, n=650 Launch leaders are nearly twice as likely to target an audience that drives engagement, FIRST, before targeting a broader population more likely
- 34. Facebook @facebook Today we're excited to introduce @PortalFacebook to everyone. Come say hi and check out portal.facebook.com to learn more.
- 35. Launch Pillar #4 Go BIG on the reveal
- 36. Go BIG on the reveal Source: TBS 0% 5% 10% 15% 20% 25% 30% Pre-launch Launch day Week 1 Week 2 Week 3 Week 4 Week 5+ Launch Leaders Others %oftotallaunchspend of full launch budget leading up to and on launch day ~40% Launch Leaders spend
- 38. Launch Pillar #5 Prepare to pivot
- 39. Prepare to pivot Source: Bain & Company, 2019 Launch Marketer Survey , US, n=650 as likely to use real-time data to adjust collateral and strategy Launch leaders are nearly
- 40. Prepare to Pivot Go BIG on the Reveal Influence > Reach Own Your Voice Learn Before You Launch
- 41. Launch something new Connect with what’s happening
- 42. Connect with holidays What’s Happening tent pole events movements national days Trends Connect with
- 43. Today, there are no gatekeepers to the public conversation.
- 44. Design —can we show the three trends along with their related hashtags Ethical living, Cosmic fascination, Being Well Together? Also build them in on click Ethical living Cosmic fascination Being well together #Vegan #CrueltyFree #ChemicalFree #Organic #EthicalBuying #Universe #SpaceWeather #MarsExploration #SpaceTravel #SciFiIRL #MentalHealth #PersonalDevelopment #MondayMotivation #WednesdayWisdom #ActsOfKindness Source | Twitter Internal, 2016-2018
- 45. Now, more than ever, your brand needs to connect with what’s happening.
- 49. Source | MAGNA & Twitter "The Impact of Culture" research, 2019, US/CA/BR/UK Price & quality 48% Cultural relevance is a key driver in a consumer’s purchase decision Brand reputation & ratings 29% Cultural relevance 23%
- 50. Brand scores for overall brand metrics vs. perceptions of cultural relevance Cultural relevance is correlated with better brand metrics PositiveBrandDrivers Cultural relevance Source | Protein + Opinium Q1 2018
- 51. +18% +8% +7% +3% Purchase IntentBrand PreferenceBrand AwarenessMessage Association Source | Nielsen Brand Effect (US/UK/JP/CA), Q3 2015 - Q3 2018 Connect campaigns, Percentages refer to % uplifts (not deltas or percentage point difference) When brands connect with what’s happening on Twitter, they see lifts across the funnel
- 52. 28% -5% 19% 20% 3% % Difference of Monthly Users Passionate vs. Not-Passionate about culture Twitter Other Other OtherOther 28% Twitter is where you’re most likely to find people that care about what’s happening Source | MAGNA & Twitter “The Impact of Culture”, US, 2019
- 53. 01 02 03 04 05 Build relevance to drive purchase 23% of a consumer’s purchase decision is driven by a brand’s cultural relevance Start with the right audience Brands that connect with what’s happening on Twitter see lifts across the funnel Reinforce your message Extend your flighting beyond the peak moment Choose products for your goals Use the right products at the right time to get maximum impact Use strong creative Build creative that is short & focused, visually strong, and has branding upfront Connect with What’s Happening
- 55. 950Global sponsorship partners distributing their best video
- 57. Your most valuable audiences are on Twitter, when they’re most receptiveStart With Them
Editor's Notes
- if you are using Twitter, you know that Twitter is answering the simple question “What’s happening?” … if you want to know what’s happening, what’s new, what’s trending, what people are talking about right now, you go to Twitter. Twitter has become THE news platform…and when i say news, I mean news across any interest or passions you have.
- *Choosing Asos Story as an example* I want to start by telling you about a powerful moment that happened on Twitter last month. Thea Lauryn Chippendale, a 20-year-old university student from Lincoln, England, went on a dating app. And like so many today, she was looking to make a meaningful connection. She presented her best self on her profile with photos that capture who she is. In one picture, Thea was dressed in a lace dress from ASOS.
- She matched with George, a man who on the surface seemed like an average guy on a dating app. Then, George started sending Thea his opinions of her appearance and fashion sense. “The dress in the last photo isn’t doing you any favors,” he wrote. He followed up with other nasty comments. “Hope this helps,” he wrote. Surprisingly enough, this exchange did help, just not in the way he could have ever imagined.
- Instead of engaging with George, Thea turned to Twitter to share her story.
- And what she got back was an overwhelming outpouring of support with memes, one-liners and in plain English — the obvious: she’s beautiful, she’s brave for sharing her story, and she looks gorgeous in her dress. “You look fabulous,” gushed one Tweep. “Ignore this muppet!” The conversation elevated Thea’s Tweet into a cultural moment as her post racked up over 100,000 Likes and 8,000 Retweets from men and women alike.
- Thea’s tweet served as a rallying cry to a community of fashion- and beauty-loving supporters, and sparked a conversation that ASOS wanted to be a part of. Within a few days, the brand reached out to Thea to make a request: can we use this beautiful picture of you on the dress’s official product page.
- By engaging authentically, in the moment, and supporting her in the same way the people on Twitter were supporting her, Asos was able to show, not tell, what they value as a brand.
- The people on Twitter took notice…
- Because people on Twitter are switched on and interested. They’re not passive, they’re active. Twitter attracts people who want to know what’s happening in the world and who are driving the conversations that shape culture. Now of course some of this audience use other platforms too but they’re in different mindsets on different platforms. On Twitter you’re reaching them at their most active, most engaged and most receptive. Either of these things alone would be compelling but it’s this combination that’s so powerful. Your most valuable audience when they’re most receptive to your message.
- Why valuable?
- Because they’re leaders, not followers. They’re well-informed, trustworthy, generous and intelligent and people look to them for advice on where to go, who to listen to, and what to buy.
- Why receptive?
- this intense, active experience that the brain has on Twitter means that people remember more.
- Transition to jobs modules
- Transition to jobs modules
- Talk Track: We talk about launches a lot at Twitter, because we’ve learned that launching something new on Twitter is one of the most successful ways brands can leverage our influential, receptive audience. And when we say launch we mean building awareness and interest for something new How many launches do you have coming up? New product, a new feature? A new message about your product to a new audience? Or even a new promotion? We as marketers in this room know that the way you enter the market has ALWAYS mattered. This launch window is critical to get right.…yet the stakes have changed. [CLICK]
- Talk Track: And now we live in a world where if you launch and no one talks about it….did you really launch? [CLICK]
- Talk Track: It used to be as marketers, we could rely on buying a TV ad or a billboard, ensure we had eyeballs, and we’d deem the launch a success. But we know the world has changed. (According to eMarketers average time spent per day with TV and Mobile devices by US adults will hit an inflection point this year [CLICK]
- Talk Track: We’ve all seen a similar slide or talk track to this - that consumer’s attention is more fragmented and distracted than ever across multiple platforms, channels and screens - sometimes at the same time. But we’re still talking about this consumer shift because it still matters, even more so for the success of your launch. You have a short window within the launch period to build awareness and interest for something new….and consumers are giving you very little time. We’ve been very interested at this idea of what launching means in this new world. We did some desktop research to look at what’s been recently published to understand HOW brands should launch in this new consumer world and we were surprised we found very little information on the topic So we put out an RFP to a few consulting firms. We specifically wanted to engage w. Consulting firms, and not a pure media company such as Forrester, etc. because we know that a success of a launch goes beyond marketing [CLICK] ADDITIONAL BACKUP PROOF POINT: Time on Mobile now HIGHER than TV: (As of June 2019 - USA) From Recode: We’re now officially glued to our phones more than our TVs. For the first time, US consumers spend more time using on average using their mobile devices than they do watching their TVs. According to a new report from eMarketer, the average US adult will spend 3 hours, 43 minutes a day on mobile devices in 2019, about 10 minutes more than they spend watching TV. While the numbers may not be too surprising to some, it’s startling how quickly mobile has overtaken TV. Just five years ago, the average US adult watched nearly 2 hours more TV than they spent on their phones. https://www.emarketer.com/content/average-us-time-spent-with-mobile-in-2019-has-increased
- JP so we decided it’s time to do some comprehensive research on the topic to identify how the best marketers launch something new in 2019 and we asked Bain Consulting, the pre-eminent strategy consulting firm to partner with us. So I am thrilled to introduce Laura Beaudin, Partner at Bain Consulting in charge of the Marketing Practice. Please join me in welcoming Laura on stage!
- Talk Track: Firstly, all these distractions and screens have shortened consumers attention spans and tightened their expectations from brands [CLICK] And we’ve been talking about this for years, but it still matters… They’re mobile-first, inundated with messaging, from both established brands and challenger brands, and it just takes more now to get them engaged. Because of this, half of marketers indicate that this has in turn shortened the window for successful launches Additional Stat: 75% of these marketers also indicate that their short-term launch results are strongly correlated with the products long-term success. As these windows for success are shortening, it is directly impacting advertisers ability to be successful in the long term.
- Talk Track: Second important finding is that in today’s world the bar for success is getting higher and higher - By the time we finish this meeting multiple brands will have launched something new around the world” [CLICK] There are hundreds of launches every day...actually twenty-seven percent more than there were just two years ago. And the number keeps increasing. (IF YOUR CLIENT IS IN FOOD OR BEVERAGE)….. In Food & Beverage alone, there are more than 55 product launches every day ADDITIONAL STAT SALES CAN REFERENCE: Havas “Meaningful Brands” Study - "No one would care if 77% of brands died overnight” (https://www.campaignlive.com/article/no-one-care-77-brands-died-overnight-study-claims/1526400)
- Talk Track: We see these launches unfold on Twitter across all verticals everyday …..from the large expected brands who make headlines in our industry when they have something new to say…. to the less obvious launches …. Whether your our friendly competitor or a smaller brand who wants to raise awareness of your new promotion - the best brands instinctively understand that Twitter is critical to maximize the success of your launch to break through awareness and get the world talking. [CLICK]
- Talk Track: When marketers do get launch right, they see more success in the future. They are 1.8x more likely to gain market share versus their peers. [CLICK] and 1.5x more likely to have an increase in annual revenue And when they miss the mark, they see loss of distribution and brand affinity as a consequence. And there’s long-term risk for marketers missing the mark: over a third of marketers cite loss of distribution and loss of brand affinity as consequences of poor launch performance
- Talk Track: But having a successful launch is not easy Bain talked to 650 marketers, and even though the launch period is so critical [CLICK] Only 15% of marketers are getting it right and hitting their KPIs….only 15%. They wanted to go deeper on this 15% of successful brands - let’s call them the Launch Leaders - and understand what strategies did they use that led to their success?
- LB Let’s start with one of the most important elements: Learn before you launch
- LB Launch Leaders are 2.4x more likely to use social listening to guide their launch strategy This social listening can be used at different times in the campaign and for different purposes—we saw leaders who used listening to help develop their winning product and others who used it to craft a message that they knew would resonate with their target consumers Launch leaders know that to stay ahead of the competition, they need to mine the reams available data to get as close to the mark as possible with their target customers.
- LB The second thing Launch Leaders are doing is truly owning their voice And we don’t just mean “tone”…
- LB We learned that Launch Leaders are significantly more likely to have a point of view or “something to say” In a year where “purpose”-driven campaigns are getting a lot of attention, we found this insight extremely interesting Our research showed that, yes, having a “social good” purpose can be impactful…. But what really matters is not that a brand is “sustainable” or explicitly “giving back”… But rather that a brand is really leaning into and owning attributes BEYOND the basic functional benefits of it’s product—that could include aesthetic appeal, embodying a certain lifestyle or attitude, or providing joy and amusement to consumers in a way that elevates the brand’s presence and identity
- Talk Track: We see these launches unfold on Twitter across all verticals everyday …..from the large expected brands who make headlines in our industry when they have something new to say…. [CLICK]
- LB We learned that audience connection is key, and our research found that leading brands are actually handpicking the audiences that are most likely to engage with their content and starting with them to help drive interest in content In sum, Influence is greater than reach
- LB Launch leaders are nearly twice as likely to target an audience that drives engagement FIRST before targeting a broader population Digital content creator Shareability actually makes a business of this approach When deploying campaigns, Shareability will typically define 10 or more audience segments that are most likely to share the content. Within hours of any launch, their team watches outcomes to identify which segments are most connected with the content and invests more heavily in those audiences, driving up total shares and impressions in the first 48 hours of a launch and—meaningfully—driving conversation and engagement on SHARES of the content, which is much more meaningful to consumers than talking directly to a brand that targeted them
- LB So audience is critical, but you also have to make sure you capture their attention, by going big on the reveal
- LB One of the most interesting insights we found in our research is how marketers are deploying their budget Launch leaders spend a much higher percentage of their budget by (and on) Launch Day than others In fact, leaders report spending up to 40% of their budget on or before the launch date Other brands hold back that spend This really crystallized something that might feel intuitive to you all—to break through the noise, you have to have the confidence to invest and lean in across channels at the moment of launch
- The media industry is no stranger to the “go big” tactic but we thought that cult favorite Game of Thrones was a fun and relevant example here According to Fast Company, HBO made a concerted effort to “blitz” the launch of the last season The list of partners and projects, which included significant media investment, included Bud Light medieval commercials, Mountain Dew’s “A Can Has No Name,” special edition Twitter emojis, Adidas kicks for White Walkers, a tie-in with Major League Baseball, special edition Johnnie Walker whisky, limited edition Oreo cookies, OKCupid dating badges, a John Varvatos collection, 250,000 New York City transit GoT-themed MetroCards, and a superstar-filled soundtrack with Columbia Records Whew. Not every brand can mimic all those partnerships or the success of game of thrones, but the success of “going big” held true across industries and should be something every marketer considers in their own relative scale.
- LB Launch day is critical. But it really is only the beginning. Launch leaders know that they need to be prepared to pivot
- LB Launch Leaders are nearly 3x as likely to use real-time data to adjust collateral and launch strategy We know that “org structure” isn’t a buzz word – but having a strong, cross-functional, nimble team that is ready and able to make changes is what truly enables performance of the four key pillars that preceded this one
- LB In a fast-paced, digitally-enabled world, marketers need to update their playbook to succeed. Breaking through in 2020 requires: Learning before you launch Owning your voice Prioritizing influence over reach Going big on the reveal And always being prepared to pivot pause And now, to further reflect on winning launch strategies, we have the pleasure of hearing from a storied brand, Kellogg, and a marketer, Gail, who, is already doing many of the things we discussed today in their efforts to bring new products to market
- Transition to jobs modules
- Talk Track: When we say connect with what’s happening, we mean building relevance by being a part of the conversation. You can connect with the conversation around tent pole events, holidays, movements, national days, trends and more. Connecting with what’s happening has always mattered yet the stakes have changed.
- It used to be that brands and mass-media were the gatekeepers of conversation. 20 years ago, five conglomerates controlled the one way flow of information (what was in magazines, books, music, news feeds, newspapers, movies, radio and television): Time Warner, Disney, Murdoch's News Corporation, Bertelsmann of Germany and Viacom. But today, there are no gatekeepers to the conversation, and millions of people are participating in the 2-way live, public, open conversation happening on Twitter everyday. And this shift in control is changing what’s happening, what begins in fringe groups, flourishes into the mainstream with a pace that’s never been seen before. We analyzed billions of tweets over the past three years to understand what people are talking about and what people were pushing into the mainstream. (NOTE FOR SALES: This research will be released in September. This is a teaser we are providing now. Full report to come.) ~~~~~~~~~~~~~~~~~~~~~~~~~ Data to defend the shift in control: 20 years ago, five conglomerates controlled what was in magazines, books, music, news feeds, newspapers, movies, radio and television: Time Warner, Disney, Murdoch's News Corporation, Bertelsmann of Germany and Viacom. Today, anyone with a wifi connected phone can create, disseminate, and consume information — that’s 5 billion people. So in 20 years, the participants of the conversation increased by 1 billion times. (5 institutions were having a 1-way conversation with the world. Today, 5 billion people have the ability to have a public two-way conversation with each other.)
- Here’s a few growing interests that we’ve identified: Ethical Living - What we buy and eat are now as much about saving the planet as taking care of our health. #Vegan, #CrueltyFree, ChemicalFree, organic, ethical buying. Cosmic Fascination - We’re almost a multi-planet species, sparking a new era of fascination with astronomy and the universe. Space weather, Mars exploration, space travel, #SciFiIRL as real life. Being Well Together - A culture of emotional openness and acceptance is spurring support through community. Mental health, personal development, MondayMotivation, WednesdayWisdom, acts of kindness. In the past, media and brands have shaped what’s happening, but today, the people shape what’s happening. Today, the people decide what moves from niche to normal.
- So that means that brands can no longer create marketing messages in isolation or only show up when it’s convenient for them. Now, more than ever, your brand needs to connect with what’s happening.
- You can connect with: The release of a show, the way Coke connected to Stranger Things (click) An event, the way J&J connected to #GlobalCitizenFestival (click) Or even unpredictable topics, the way Dunkin’ connected to the black hole
- You can connect with: The release of a show, the way Coke connected to Stranger Things (click) An event, the way J&J connected to #GlobalCitizenFestival (click) Or even unpredictable topics, the way Dunkin’ connected to the black hole
- You can connect with: The release of a show, the way Coke connected to Stranger Things (click) An event, the way J&J connected to #GlobalCitizenFestival (click) Or even unpredictable topics, the way Dunkin’ connected to the black hole
- We did some research to understand just how important it is to connect with what’s happening. We partnered with IPG and media agency MagnaGlobal to understand what factors influence a consumer’s purchase decision. Unsurprisingly, #1 was price, but that’s driven by market forces -- supply and demand. #2 was brand perception, but that can take years to shift The third factor was cultural relevance and that is something you can influence in one campaign. ¼ of a consumer’s purchase decision is driven by how culturally relevant the brand is -- that is not insignificant. *Note for sales team: See doc here for more notes on methodology*
- It’s not easy to measure cultural relevance, but we actually see is that there is a correlation between how culturally relevant a brand is and it’s brand metrics. In other words, brands that run campaigns to connect with what’s happening see higher lifts in brand metrics. *Note for sales team: See doc here for more notes on methodology*
- And these types of campaigns on Twitter see strong lifts across the funnel. The best part is that we even see strong significant lifts at the bottom of the funnel -- even though they are the hardest attributes to move. Twitter is the best place to connect with what’s happening because it IS what’s happening. *Note for sales team: See doc here for more notes on methodology*
- …And because the people on Twitter care about what’s happening more than those on other channels. Which makes them more receptive to your ads that connect with what’s happening.
- Today we want to talk about why and how you should connect with what’s happening. Why Connect with What’s Happening? 1) It’s important to connect with what’s happening because 25% of a consumer’s purchase decision is driven by a brand’s cultural relevance. 2) Brands that connect with what’s happening on Twitter see lifts across the funnel. Twitter is the best place to connect with what’s happening because it is what’s happening. How to Connect with What’s Happening? 3) Extend your flighting beyond the peak moment. 4) Use the right products at the right time to get maximum impact. 5) Build creative that is short & focused, visually strong, and has branding upfront.
- This didn’t happen overnight. We have been working with publishers for over 5 years and have developed fantastic, long-term relationships with them. We are now up to 950+ premium publishers globally. Many of these publishers are the same ones you are buying today. These publishers are sharing their best video content on Twitter in order to reach larger audiences.
- Because people on Twitter are switched on and interested. They’re not passive, they’re active. Twitter attracts people who want to know what’s happening in the world and who are driving the conversations that shape culture. Now of course some of this audience use other platforms too but they’re in different mindsets on different platforms. On Twitter you’re reaching them at their most active, most engaged and most receptive. Either of these things alone would be compelling but it’s this combination that’s so powerful. Your most valuable audience when they’re most receptive to your message.