GLOBAL STORYTELLING:
VIDEO THAT MOVES
Saturday, July 13, 13
#FurtherFaster
@TwitterAdsUK
@TwitterAdsUK
Saturday, July 13, 13
Agenda
Lisa Burprich, Dare
Joe Koprowski, BMB
Mark Barlex, Editor - BBC Newswire
Pinot Ichwandardi & Ian Padgham, Vineogra...
Oli Snoddy
@olisnoddy
Saturday, July 13, 13
@TwitterAdsUK
Video makes us feel
Saturday, July 13, 13
@TwitterAdsUK
Video makes us think
Saturday, July 13, 13
@TwitterAdsUK
1. Video distribution - reach
2. Richer stories - social acceleration
Twitter can tell interactive, rich sto...
@TwitterAdsUK
Twitter is Live
Saturday, July 13, 13
@TwitterAdsUK
Twitter is Public
Saturday, July 13, 13
@TwitterAdsUK
Twitter is Mobile
Saturday, July 13, 13
@TwitterAdsUK
Twitter is Conversational
Saturday, July 13, 13
@TwitterAdsUK
Killer swan
Saturday, July 13, 13
@TwitterAdsUK
Referendum?
Saturday, July 13, 13
RICHER STORIES
Saturday, July 13, 13
@TwitterAdsUK
Force = Mass X Acceleration
Saturday, July 13, 13
@TwitterAdsUK
1. Events
2. Memes
3. ‘Viral’ videos
4. Broadcast backchannel
Twitter helps tell different types of stories
S...
@TwitterAdsUK
1. As events unfold - social acceleration
19:29
Saturday, July 13, 13
@TwitterAdsUK
19:35
Saturday, July 13, 13
@TwitterAdsUK
20:04
Saturday, July 13, 13
@TwitterAdsUK
2. Where memes emerge - reach
29,900 Tweets and RTs
Tweet / RT ratio of 1:5
Saturday, July 13, 13
@TwitterAdsUK
#RyanGoslingWontEatCereal
Saturday, July 13, 13
@TwitterAdsUK
3. Where people enhance the story - social
acceleration
58,571 Tweets and RTs
Tweet / RT ratio of 1:0.7
Satu...
@TwitterAdsUK
Saturday, July 13, 13
@TwitterAdsUK
Strong emotional response
Believed and found device credible
Internalised and personalised the message
Trans...
4. The backchannel to broadcast
Saturday, July 13, 13
4. The backchannel to broadcast
Saturday, July 13, 13
Saturday, July 13, 13
Saturday, July 13, 13
Saturday, July 13, 13
Saturday, July 13, 13
Saturday, July 13, 13
Saturday, July 13, 13
15.4M impressions
3.2M uniques
(US only)
Saturday, July 13, 13
Live
Reach
15.4M impressions
3.2M uniques
(US only)
Saturday, July 13, 13
@TwitterAdsUK
1. Video distribution - reach
2. Richer stories - social acceleration
Twitter can tell interactive, rich sto...
INNOVATION
Saturday, July 13, 13
@TwitterAdsUK
Vine
Saturday, July 13, 13
Florida vs Louisville Highlight
ESPN Video: Jeff Driskel pass intercepted by Terell Floyd at the Fla 38,
returned for 38 ya...
Florida vs Louisville Highlight
ESPN Video: Jeff Driskel pass intercepted by Terell Floyd at the Fla 38,
returned for 38 ya...
Twitter, Inc. | Confidential
TV x Twitter
Saturday, July 13, 13
Lisa Burprich
@lbp
Saturday, July 13, 13
BESPOKE BALLADS
Saturday, July 13, 13
Saturday, July 13, 13
Saturday, July 13, 13
Saturday, July 13, 13
Saturday, July 13, 13
Saturday, July 13, 13
Saturday, July 13, 13
Saturday, July 13, 13
Saturday, July 13, 13
Saturday, July 13, 13
Saturday, July 13, 13
Saturday, July 13, 13
Saturday, July 13, 13
@joekoprowski
@peterbrowse
@calebaljorani
Saturday, July 13, 13
AN EVER-CHANGING ONLINE MUSIC VIDEO
@calebaljorani @peterbrowse @joekoprowski
Saturday, July 13, 13
OUR 6 MONTH ADVENTURE
Saturday, July 13, 13
Saturday, July 13, 13
#DANCE
Saturday, July 13, 13
#MOVE
Saturday, July 13, 13
A STRANGE, EXOTIC AND UNCHARTED LAND
Saturday, July 13, 13
Ships docking at the Isle of Vine -February 2013
Saturday, July 13, 13
Saturday, July 13, 13
Saturday, July 13, 13
Saturday, July 13, 13
Other explorers were arriving.
Saturday, July 13, 13
We had some thoughts:
Videos on Vine felt more disposable & experimental than other
channels
Vine.co seemed to be serving ...
Saturday, July 13, 13
"Code is a canvas, just like cinema or television. You can tell
stories through it just like any other visual medium."
Chr...
Saturday, July 13, 13
Saturday, July 13, 13
Idea: A Continuously evolving music video that matches hashtagged song lyrics to vine films
Saturday, July 13, 13
Saturday, July 13, 13
PR- We planned to target two audiences.
The tech community Music promo community
Creating tweets and bios relevant to each...
Saturday, July 13, 13
Saturday, July 13, 13
Learnings - from Vinetune
No just means not today - try again tomorrow.
Adapt:
No doesn't mean no:
Be Relevant:
Embrace sc...
Mark Barlex
@mark_barlex
Saturday, July 13, 13
Vineographers
@pinot & @origiful
Saturday, July 13, 13
Saturday, July 13, 13
Saturday, July 13, 13
Saturday, July 13, 13
Saturday, July 13, 13
Saturday, July 13, 13
Saturday, July 13, 13
Saturday, July 13, 13
Saturday, July 13, 13
Saturday, July 13, 13
Saturday, July 13, 13
Saturday, July 13, 13
Saturday, July 13, 13
Saturday, July 13, 13
Saturday, July 13, 13
Saturday, July 13, 13
Saturday, July 13, 13
Saturday, July 13, 13
Saturday, July 13, 13
Saturday, July 13, 13
Saturday, July 13, 13
Saturday, July 13, 13
Saturday, July 13, 13
Saturday, July 13, 13
GLOBAL STORYTELLING:
VIDEO THAT MOVES
Saturday, July 13, 13
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Global Storytelling: Video That Moves

  1. 1. GLOBAL STORYTELLING: VIDEO THAT MOVES Saturday, July 13, 13
  2. 2. #FurtherFaster @TwitterAdsUK @TwitterAdsUK Saturday, July 13, 13
  3. 3. Agenda Lisa Burprich, Dare Joe Koprowski, BMB Mark Barlex, Editor - BBC Newswire Pinot Ichwandardi & Ian Padgham, Vineographers @TwitterAdsUK Saturday, July 13, 13
  4. 4. Oli Snoddy @olisnoddy Saturday, July 13, 13
  5. 5. @TwitterAdsUK Video makes us feel Saturday, July 13, 13
  6. 6. @TwitterAdsUK Video makes us think Saturday, July 13, 13
  7. 7. @TwitterAdsUK 1. Video distribution - reach 2. Richer stories - social acceleration Twitter can tell interactive, rich stories Saturday, July 13, 13
  8. 8. @TwitterAdsUK Twitter is Live Saturday, July 13, 13
  9. 9. @TwitterAdsUK Twitter is Public Saturday, July 13, 13
  10. 10. @TwitterAdsUK Twitter is Mobile Saturday, July 13, 13
  11. 11. @TwitterAdsUK Twitter is Conversational Saturday, July 13, 13
  12. 12. @TwitterAdsUK Killer swan Saturday, July 13, 13
  13. 13. @TwitterAdsUK Referendum? Saturday, July 13, 13
  14. 14. RICHER STORIES Saturday, July 13, 13
  15. 15. @TwitterAdsUK Force = Mass X Acceleration Saturday, July 13, 13
  16. 16. @TwitterAdsUK 1. Events 2. Memes 3. ‘Viral’ videos 4. Broadcast backchannel Twitter helps tell different types of stories Saturday, July 13, 13
  17. 17. @TwitterAdsUK 1. As events unfold - social acceleration 19:29 Saturday, July 13, 13
  18. 18. @TwitterAdsUK 19:35 Saturday, July 13, 13
  19. 19. @TwitterAdsUK 20:04 Saturday, July 13, 13
  20. 20. @TwitterAdsUK 2. Where memes emerge - reach 29,900 Tweets and RTs Tweet / RT ratio of 1:5 Saturday, July 13, 13
  21. 21. @TwitterAdsUK #RyanGoslingWontEatCereal Saturday, July 13, 13
  22. 22. @TwitterAdsUK 3. Where people enhance the story - social acceleration 58,571 Tweets and RTs Tweet / RT ratio of 1:0.7 Saturday, July 13, 13
  23. 23. @TwitterAdsUK Saturday, July 13, 13
  24. 24. @TwitterAdsUK Strong emotional response Believed and found device credible Internalised and personalised the message Transcended advertising - movement The video started a story Saturday, July 13, 13
  25. 25. 4. The backchannel to broadcast Saturday, July 13, 13
  26. 26. 4. The backchannel to broadcast Saturday, July 13, 13
  27. 27. Saturday, July 13, 13
  28. 28. Saturday, July 13, 13
  29. 29. Saturday, July 13, 13
  30. 30. Saturday, July 13, 13
  31. 31. Saturday, July 13, 13
  32. 32. Saturday, July 13, 13
  33. 33. 15.4M impressions 3.2M uniques (US only) Saturday, July 13, 13
  34. 34. Live Reach 15.4M impressions 3.2M uniques (US only) Saturday, July 13, 13
  35. 35. @TwitterAdsUK 1. Video distribution - reach 2. Richer stories - social acceleration Twitter can tell interactive, rich stories Saturday, July 13, 13
  36. 36. INNOVATION Saturday, July 13, 13
  37. 37. @TwitterAdsUK Vine Saturday, July 13, 13
  38. 38. Florida vs Louisville Highlight ESPN Video: Jeff Driskel pass intercepted by Terell Floyd at the Fla 38, returned for 38 yards for the a TOUCHDOWN. ESPN @espn Unfollow 395 RETWEETS 126 FAVORITES Kids in their backyard football games dream of making plays like Terrell Floyd just did here es.pn/WfeiYh Promoted by Ford Fusion ESPN College Football @ESPNCFB @TwitterAdsUK Twitter Amplify Saturday, July 13, 13
  39. 39. Florida vs Louisville Highlight ESPN Video: Jeff Driskel pass intercepted by Terell Floyd at the Fla 38, returned for 38 yards for the a TOUCHDOWN. ESPN @espn Unfollow 395 RETWEETS 126 FAVORITES Kids in their backyard football games dream of making plays like Terrell Floyd just did here es.pn/WfeiYh Promoted by Ford Fusion ESPN College Football @ESPNCFB @TwitterAdsUK Twitter Amplify Saturday, July 13, 13
  40. 40. Twitter, Inc. | Confidential TV x Twitter Saturday, July 13, 13
  41. 41. Lisa Burprich @lbp Saturday, July 13, 13
  42. 42. BESPOKE BALLADS Saturday, July 13, 13
  43. 43. Saturday, July 13, 13
  44. 44. Saturday, July 13, 13
  45. 45. Saturday, July 13, 13
  46. 46. Saturday, July 13, 13
  47. 47. Saturday, July 13, 13
  48. 48. Saturday, July 13, 13
  49. 49. Saturday, July 13, 13
  50. 50. Saturday, July 13, 13
  51. 51. Saturday, July 13, 13
  52. 52. Saturday, July 13, 13
  53. 53. Saturday, July 13, 13
  54. 54. Saturday, July 13, 13
  55. 55. @joekoprowski @peterbrowse @calebaljorani Saturday, July 13, 13
  56. 56. AN EVER-CHANGING ONLINE MUSIC VIDEO @calebaljorani @peterbrowse @joekoprowski Saturday, July 13, 13
  57. 57. OUR 6 MONTH ADVENTURE Saturday, July 13, 13
  58. 58. Saturday, July 13, 13
  59. 59. #DANCE Saturday, July 13, 13
  60. 60. #MOVE Saturday, July 13, 13
  61. 61. A STRANGE, EXOTIC AND UNCHARTED LAND Saturday, July 13, 13
  62. 62. Ships docking at the Isle of Vine -February 2013 Saturday, July 13, 13
  63. 63. Saturday, July 13, 13
  64. 64. Saturday, July 13, 13
  65. 65. Saturday, July 13, 13
  66. 66. Other explorers were arriving. Saturday, July 13, 13
  67. 67. We had some thoughts: Videos on Vine felt more disposable & experimental than other channels Vine.co seemed to be serving up a continually unfolding and disrupting view of the world What if the Vine story was not about 6 seconds? But in fact about a series of mini moments stitched together. Saturday, July 13, 13
  68. 68. Saturday, July 13, 13
  69. 69. "Code is a canvas, just like cinema or television. You can tell stories through it just like any other visual medium." Chris Milk Saturday, July 13, 13
  70. 70. Saturday, July 13, 13
  71. 71. Saturday, July 13, 13
  72. 72. Idea: A Continuously evolving music video that matches hashtagged song lyrics to vine films Saturday, July 13, 13
  73. 73. Saturday, July 13, 13
  74. 74. PR- We planned to target two audiences. The tech community Music promo community Creating tweets and bios relevant to each audience. Saturday, July 13, 13
  75. 75. Saturday, July 13, 13
  76. 76. Saturday, July 13, 13
  77. 77. Learnings - from Vinetune No just means not today - try again tomorrow. Adapt: No doesn't mean no: Be Relevant: Embrace scary things - in micro teams don’t be scared of ever shifting responsibilities. Are you in a position to react to the story that is breaking in front of you? Saturday, July 13, 13
  78. 78. Mark Barlex @mark_barlex Saturday, July 13, 13
  79. 79. Vineographers @pinot & @origiful Saturday, July 13, 13
  80. 80. Saturday, July 13, 13
  81. 81. Saturday, July 13, 13
  82. 82. Saturday, July 13, 13
  83. 83. Saturday, July 13, 13
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  102. 102. Saturday, July 13, 13
  103. 103. GLOBAL STORYTELLING: VIDEO THAT MOVES Saturday, July 13, 13

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