Samir Bhana takes a look at how organisations use Twitter to market in the moment by planning campaigns or reacting to real time events.

1. #MARKETING IN THE
MOMENT
@sambhana
Sales Manager, Twitter UK

2. Twitter is the
live medium

3. 255 MILLION+
active global users
Source | Twitter Internal, 2014

4. 15 MILLION+
UK users
Source | Twitter Internal, 2014

5. 1 BILLION moments to
engage every 2 days
Source | Twitter Internal, 2014

6. 80%
source: Twitter Internal Jan 2014: UK user deep dive, Nielsen Q4 2014
use a mobile device
to access Twitter

7. What happens in the real
world happens on Twitter
Source | Twitter Internal, 2014

8. #ENG

13. Plan for the moments relevant to you
and your audience
Planned
Unplanned
Always on Event
EVERYDAY CAMPAIGN
LIVEREACTIVE
The everyday moments shared with
regular & predictable rhythm.
The brand moments you are
creating as part of your
marketing plans.
The unpredictable moments
you can react to.
The live moments that
create high interest.

14. Planned
Unplanned
Always on Event
EVERYDAY CAMPAIGN
LIVEREACTIVE

15. People share Summer moments
everyday on Twitter

16. Holiday makers take Twitter with them
9/10
users are
planning to go on
holiday this
summer
95%access Twitter via a
mobile device
2/3Use Twitter while on
holiday
71%Tweet about their holiday
while they
are away
Research Now Twitter Holiday Research 2014 surveyed 1,000 Twitter active users in the UK

17. 57%
stay in contact with
people they know
How holiday makers stay connected
1 in 4
look for local restaurant
recommendations
46%
look for local information
1 in 7
look for special
deals while on holiday
1 in 2
use Twitter to stay on
top of the news
46%
Tweet their
holiday photos
!
1 in 4
get transport/
travel updates
!
Research Now Twitter Holiday Research 2014 surveyed 1,000 Twitter active users in the UK

18. Everyday holiday moments
Holiday/Travel avg 310k mentions / week

19. Everyday holiday moments

20. VOLUME OF CONVERSATION
WED SATFRITUE THU SUNMON
Everyday shopping moments
Shopping avg 120k mentions / week
Topsy Pro: UK Shopping mentions (various) from May 1 - Sept 31 2013

21. Everyday shopping moments

22. Everyday social moments
VOLUME OF CONVERSATION
WED SATFRITUE THU SUNMON
Pub avg 120k mentions / week
Topsy Pro: UK Social mentions (various) from May 1 - Sept 31 2013

23. Everyday social moments

24. Planned
Unplanned
Always on Event
EVERYDAY CAMPAIGN
LIVEREACTIVE

25. Tommy Hilfiger drives awareness of its summer
collection

26. #GoneSurfing

28. 56.5m
impressions
8.6%
engagement rate
at peak

29. Planned
Unplanned
Always on Event
EVERYDAY CAMPAIGN
LIVEREACTIVE

30. Be prepared for the unexpected

31. Planned
Unplanned
Always on Event
EVERYDAY CAMPAIGN
LIVEREACTIVE

32. Sport thrives on Twitter
Twitter UK | Source | Twitter Internal, Jan 2014
8.4m+
UEFA Champions League 2014 during the final
5.7m+
Wimbledon 2013
150m+
World Cup 2014 overall tournament so far
40m+
Sochi 2014 during the games

34. 3.2M+ TWEETS

38. This was also a key
moment for brands

41. There will be high interest live moments
Tour De France
July 5
F1 Silverstone
July 6
FA Premier League
Aug 16
Brasil 2014
World Cup Final
July 12
Commonwealth
Games 2014
July 23 - Aug 3
Ryder Cup
Sept 23 - Sept 28
US Open
Aug 25
FA Community
Shield
Aug 10
Wimbledon
Now