Real Time Marketing

1. #tmkme2
@joell
THE POWER OF
@bampen
#MASHUPMENA

2. LIVE
Twitter is a live
platform
PUBLIC
Tweets flow freely
CONVERSATIONAL
Twitter connects
everyone
EVERYWHERE
Twitter lives
everywhere
#MASHUPMENA

3. #ISTANDWITHAHMED
#MASHUPMENA

4. How can you connect with your
consumers in a mobile first world?
#MASHUPMENA

5. THE EXPECTATION OF
#MASHUPMENA

6. SOURCE | Kleiner Perkins Internet Trends, 2015
150 TIMESCONSUMERS UNLOCK THEIR PHONES EVERY DAY
#MASHUPMENA

7. 8 SECONDS
SOURCE | Microsoft research, May 2015
#MASHUPMENA

8. 8 SECONDSTHE HUMAN ATTENTION SPAN
SOURCE | Microsoft research, May 2015
#MASHUPMENA

9. 6,000
Tweets per second
SOURCE | Twitter Internal Data, 2015
#MASHUPMENA

10. 40 years
of video watched daily
SOURCE | Twitter Internal Data, 2015

11. #MAYPAC
2.7BNIMPRESSIONS
Source: Twitter Internal Data, 2015
EXCITEMENT IN THE #NOW
@FLOYDMAYWEATHER
@MANNYPACQUIAO
#MASHUPMENA

12. THE ONLY DAYPART IS
#MASHUPMENA

13. Reaching fragmented
audiences
Connecting with
rich experiences
Understanding the new
purchase funnel
BIGGEST CHALLENGES TODAY
#MASHUPMENA

14. What if you could easily
live on mobile?
reach
people
#MASHUPMENA

15. live reach
#MASHUPMENA

16. What if you could be more
relevant, all day, everyday ?
#MASHUPMENA

17. everyday relevance
#MASHUPMENA

18. What if you could deliver engaging
experiences on mobile?content
#MASHUPMENA

19. engaging content
#MASHUPMENA

20. LIVE
Reach
#MASHUPMENA

21. #MASHUPMENA

22. Tweet views about #FIFAWWC on
and off Twitter
9BNof Tweets came from
a mobile device
89%
Source: Twitter Internal Data, 2015; Nielsen Social, July 2015
#MASHUPMENA

23. Source: Twitter Internal Data, 2015
#MASHUPMENA

24. #ARABSGOTTALENT #ARABIDOL #STARACARABIA
#MASHUPMENA

25. 27 RETWEETS 73 FAVORITES
The #Avengers have officially
assembled on Twitter. Watch the
#AgeOfUltron trailer:
The Avengers
@Avengers
3,320 RETWEETS 4,318 FAVORITES
Promoted
Brands can create
live reach
#MASHUPMENA

26. LIVE REACH BUILDS MOMENTUM ON TWITTER
0
15M
30M
60M
MAR 4 MAR 7
45M
Cumulative Impressions
Source: Twitter Internal Data, 2015
#MASHUPMENA

27. LIVE REACH BUILDS MOMENTUM ON TWITTER
0
15M
30M
60M
MAR 4 MAR 7
45M
Cumulative Impressions
views in 24 hours,
500M in total
32M of Tweet views were from
original Tweets vs. RT’s
80%
Source: Twitter Internal Data, 2015
#MASHUPMENA

28. 6 LANGUAGES:
• ENGLISH
• SPANISH
• PORTUGESE
• FRENCH
• RUSSIAN
• ITALIAN
14 MARKETS:
• US
• AUS
• UK
• INDONESIA
• PHILIPPINES
• CANADA
• INDIA
• RUSSIA
• FRANCE
• BELGIUM
• BRAZIL
• SPAIN
• LATAM
• ITALY
#MASHUPMENA

29. Samsung Australia @SamsungAU
“We’ll always have Paris” Photo
by @garypeppergirl at #PFW
Get ready to fall in love with the
#NoteEdge #cuttingedge
Promoted
31 135
Taco Bell @tacobell
Less drama. More Taco Bell.
Spotify @Spotify
Oh AND.. I finished school last
week.. & I know I never post on
4.8K 4.5K
Starbucks @Starbucks
Pay, earn stars, get free drinks…
with your phone.
Promoted
1,746 9,723
Starbucks
17 ratings
Mindy Kaling @mindykaling
One napkin is a joke
Kylie Jenner @KylieJenner
Oh AND.. I finished school last
week.. & I know I never post on
848 1.8K
Exclusive targeting signals1
The best reach in mobile
Uniquely powerful creative
2
3
MEETING PEOPLE WHERE
THEY SPEND THEIR DAY
#InsideOut @PixarInsideOut
Watch a sneak peek of
#InsideOut before it comes to
theaters June 19th! di.sn/
6001CzO7
Promoted
256 656
KATY PERRY @katyperry
FACT: moms love chai!
Fallon Tonight @FallonTonight
Oh AND.. I finished school last
week.. & I know I never post on
7K 15K
TWITTER AUDIENCE PLATFORM

30. #InsideOut @PixarInsideOut
Watch a sneak peek of
#InsideOut before it comes to
theaters June 19th! di.sn/
6001CzO7
Promoted
256 656
KATY PERRY @katyperry
FACT: moms love chai!
Fallon Tonight @FallonTonight
Oh AND.. I finished school last
week.. & I know I never post on
7K 15K
#MASHUPMENA

31. #MASHUPMENA

32. #MASHUPMENA

33. 100%+
boost in Reach
#MASHUPMENA

34. EVERYDAY
Relevance
#MASHUPMENA

35. ACTIVE
SOCIALITE
Loves meeting new people
and socializing with her friends
#MASHUPMENA

36. OFFICE
PROFESSIONAL
Loves networking and building
his career
#MASHUPMENA

37. CONSCIENTIOUS
MOTHER
Loves trying new activities with
her young children
#MASHUPMENA

38. #MASHUPMENA

39. Matt Buckland
@ElSatanico
Karma - the guy who pushed past me on
the tube and then suggested I go F
myself just arrived for his interview...with
me...
22K 13K
#MASHUPMENA

40. #MASHUPMENA

41. THE MOST POWERFUL TARGETING SIGNALS
Events Media IntentInterests
#MASHUPMENA

42. IntentInterests
EVENT
TARGETING
TV
TARGETING
Events Media
#MASHUPMENA

43. BET AWARDS
THE VOICE
GLASTONBURY FESTIVAL
MNET ASIAN MUSIC
AWARDS TAYLOR SWIFT “1989”
BILLBOARD MUSIC
AWARDS
THE BRIT AWARDS
OSHEAGA MUSIC FESTIVALCOACHELLA VALLEY MUSIC AND ARTS FESTIVAL
PARTICIPATE IN TELEVISION AND CULTURAL EVENTS
#MASHUPMENA

44. MUSIC EVENTS
JUN
2014
MAY
2015
JUL
2014
AUG
2014
SEP
2014
OCT
2014
NOV
2014
DEC
2014
JAN
2015
FEB
2015
MAR
2015
APR
2015
MNET ASIAN MUSIC AWARDS
3.1M TWEETS/DAY
GRAMMYS
9.8M TWEETS/DAY
BILLBOARD MUSIC AWARDS
3.5M TWEETS/DAY
SOURCE | Twitter Internal, 2015
MUSIC EVENTS
(72M TWEETS)
Tweets/Day
12M
9M
6M
3M
GLASTONBURY MUSIC FESTIVAL
398K TWEETS/DAY
THE VOICE FINALE
196K TWEETS/DAY
#MASHUPMENA

45. EVERYDAY MUSIC
SOURCE | Twitter Internal, 2015
EVERYDAY MUSIC
(1.05B TWEETS)
Tweets/Day
JUN
2014
MAY
2015
JUL
2014
AUG
2014
SEP
2014
OCT
2014
NOV
2014
DEC
2014
JAN
2015
FEB
2015
MAR
2015
APR
2015
12M
9M
6M
3M
1BN+
TWEETS
#MASHUPMENA

46. THE MOST POWERFUL TARGETING SIGNALS
MediaEvents IntentInterests
Aa
KEYWORD
TARGETING
INTEREST
TARGETING
#MASHUPMENA

47. FOLLOWS AND TWEETS TELL US A LOT
Enjoying the beauty of #Yosemite after hiking
to Glacier Point. Amazing view of Half Dome.
Perfect OSX name.
2,181 3,527
Interested in history and music Active and likes to hike
#MASHUPMENA

48. FAVORITES ARE POWERFUL TOO
Early adopter interested
in tech
Sports fan who likes Duke
basketball
Dannii
@GoogleKnowsUs
This made me very happy @tim_cook @TfL
1 7
Duke Basketball
@dukeblueplanet
Coach K was lone college hoops coach
among Top 25 most influential people in
college sports in recent CBS survey
167 310
#MASHUPMENA

49. You can learn a ton about Tim Cook just by looking at his
favorited tweets read.bi/1O8R4j1
7 4
BI Tech
@SAI
“We've rounded up
some of Tim Cook's
favorited
you a better idea of
Apple's CEO
about. ”
tweets to give
what cares___
ONLY TWITTER PROVIDES THESE INSIGHTS
#MASHUPMENA

50. #MASHUPMENA

51. TWEETS ABOUT COFFEE
Tweets/Hour
SOURCE | Twitter Internal, 2015
COFFEE
(2M TWEETS OVER 24 HOURS)
32K
24K
16K
8K
6AM 6PM12AM 12PM 11PM
#MASHUPMENA

52. TWEETS ABOUT COFFEE
Tweets/Hour
SOURCE | Twitter Internal, 2015
40K
30K
20K
10K
MON FRI SAT
COFFEE
(15M TWEETS OVER 7 DAYS)
TUES WED THURS SUN
#MASHUPMENA

53. TWEETS ABOUT COFFEE
Tweets/Hour
SOURCE | Twitter Internal, 2015
32K
24K
16K
8K
APR APR APR
COFFEE
(60M TWEETS OVER 30 DAYS)
#MASHUPMENA

54. PARTICIPATE AROUND INTERESTS AND CONVERSATIONS
FOOD & SNACKS
ENTERTAINMENT
COOKING
FASHION FITNESS
CARS SPORTS
GAMINGMUSIC
#MASHUPMENA

55. PARTICIPATE AROUND INTERESTS AND CONVERSATIONS
FOOD & SNACKS
ENTERTAINMENT
COOKING
FASHION FITNESS
CARS SPORTS
GAMINGMUSIC
#MASHUPMENA

56. @MAGGIArabia
MAGGI Arabia
#MASHUPMENA

57. Sharing a @CocaCola down by the lake.
How are you going to #ShareaCoke? #sp
Cody Johns
@Cody
Vine
My salsa dancing kitten Celebrating
National Tortilla Chip Day! #PringlesAirDip
Zach King
@FinalCutKing
Vine

58. EVERYDAY DRIVES IMPACT
22% Lower average CPM
2.6X Greater SOV
1.5-2X Sales lift*
*CPG categorySOURCE | Twitter Internal Data, 2015; Brilliant Noise, 2014; Oracle Datalogix CPG Norms
#MASHUPMENA

59. PREDICTABLE & POWERFUL
Everyday moments on Twitter are like the sun.
#MASHUPMENA

60. ENGAGING
Content
#MASHUPMENA

61. VIDEO ON TWITTER DRIVES
DEEP ENGAGEMENT
+63%favorability
TWITTER LIVE VIDEO; VIDEO VIEWED LATER
VS. ONLINE VIDEO NORMS
SOURCE | Twitter Live Video Research, Neuro Insight, 2015
+45%engagement
90%mobile viewership

62. THE HIGHEST QUALITY
ENGAGEMENT
UberFacts @UberFacts
Goosebumps @GoosebumpsMovie
Koi fish can live for centuries. One
lived to be 226-years-old.
Huffington Post @HuffingtonPost
Kylie and Kendall Jenner and the
Nobel Peace Prize winner are all
841 2K
Do you dare to release the
Goosebumps trailer? Tweet using
#UnlockGoosebumps and the
creatures will come to life…
140 140
Unlock TrailerPromoted by
100%
viewability,
minimum of 3
secs

63. MAXIMISE CONTENT FROM
YOUR BRAND AMBASSADORS
DISTRIBUTE YOUR VIDEO
CONTENT
Promoted by Samsung Middle East
Promoted by Dubizzle
#MASHUPMENA

64. DEEPER EMOTIONAL
IMPACT
It’s time to show the world that
doing things #LikeAGirl means
strong, talented and downright
amazing.
Always
@Always
Promoted
#MASHUPMENA

65. It’stimetoshowtheworldthat
doingthings#LikeAGirlmeans
strong,talentedanddownright
amazing.
Always
@Always
4RETWEETS3FAVORITES
Promoted
DEEPER EMOTIONAL
IMPACT

66. A CONVERSATION THAT BUILDS MOMENTUM
A Path Appears
@APathAppears
Jen Welter makes history as @NFL's
first female coach! bit.ly/1Kvk8mW
#NoCeilings #LikeAGirl
22 18
Sarah Richardson
@Sarahbezeee
Beautiful hike to #windcavetunnels
today with this sweet little girl. She
pushed me to the top! #LikeAGirl 💛 💪
2
#MASHUPMENA

67. Those engaging with video Promoted Tweets
vs. non-engages
SOURCE | Twitter Brand Effect Measurement Norms, 2015
ENGAGING WITH VIDEO ON TWITTER IS MORE POWERFUL
campaign
awareness
+40%
purchase
intent
+44%
#MASHUPMENA

68. Source | NeuroResearch at Twitter, Neuro-Insight, 2014
Sense of personal
relevance
+51%

69. SOURCE | Twitter Vertical Profile, Millward Brown, 2014, Primary vertical targets
* Compared to average of all 6 social networks measured (Twitter, Instagram, Facebook, Pinterest, Vine & Tumblr)
POWERS THE
PURCHASE FUNNEL
125
AWARENESS
132
INTERACTION
168
ENGAGEMENT
111
PURCHASE
151
ADVOCACY
LIVEReach
EVERYDAYRelevance
ENGAGINGContent
Lexy Dermenjian
@mugwumpter
To 🐝, or not to 🐝: that is the question… To
take 💪 against a 🌊 of troubles, and by
opposing, end them? To 💀, to 😴.
#MASHUPMENA

70. #tmkme2
@joell
THE POWER OF
@bampen
#MASHUPMENA

71. C O N F I D E N T I A L
Source | Datalogix analysis of 25 CPG campaigns on Twitter 12/12-1/14
WEEK
FORTUNE 500 NORMS
ORGANIC
TWEETS
PROMOTE
TWEETS
1
10
3
Source | SocialCode, December 2014
#MASHUPMENA

72. Mine everyday conversations
TIPS FOR EVERYDAY
Plan for evergreen content
Deliver to moments of
receptivity
1
2
3
#MASHUPMENA

73. Mine everyday conversations
TIPS FOR EVERYDAY
Plan for evergreen content
Deliver to moments of
receptivity
1
2
3
brand terms
category conversations
moments of intent
content series
utility-based content
affinity alignment
keyword targeting
interest targeting
@handle targeting
#MASHUPMENA