Presentation of Twitter - Ashley Vinson at Mobile Convention Amsterdam 2015

1. #POWEROFNOW
@ASHLEYBOHUNK
HEAD OF BRAND STRATEGY BENELUX

2. Things have changed

3. Cameron Power
@cap0w
Wtf is wrong with this dude? What is he
looking at? The world?
pic.twitter.com/ITpCF5Y5QW

4. Source |
Unlock 110 times a day

5. 20%
of people would rather go
shoeless for a week than
give up their mobile phone

6. 119 minutes spent on phone
vs
97 minutes with partner

7. MICRO
BLOGGING
INFORMATION-SHARING
AND DISTRIBUTION
PLATFORM
TWITTER’S EVOLUTION

8. T W I T T E R M I S S I O N
To give everyone the power to create and
share ideas and information instantly,
without barriers.

9. SPORTS
TECHNOLOGY
BOOKS AND
COMICS
YOU
MUSIC
BUSINESS
MOVIES AND
TELEVISION
TRAVEL
FOOD AND
DRINKS
FASHION
POLITICS
NEWS
A BRIDGE BETWEEN YOUR WORLD & THE WORLD

11. 302MACTIVE USERS
500MTWEETS/DAY
80%MOBILE USERS
SOURCE | Twitter Internal

12. @TwitterAds | Confidential
L I V E
PUBLIC
Conversational

13. Largest record of
real-time consumer
insights & behavior

14. SOURCE | Twitter Internal
YOU DON’T HAVE
TO TWEET
SOURCE | Twitter Internal
60%
Don’t
Tweet
40%
Tweet

15. Twitter is what is
happening in
the world right now

16. So what’s happening?

17. Twitter is
more
than
140
characters

18. • PERISCOPE
• NICHE
• VINE
• TELL APART
• GNIP
• ZIPDIAL
Twitter has acquired a lot of
companies, such as:

19. So what’s the
future of Twitter?

20. Before we discuss
“the future”….
Brands aren’t exactly
nailing the present.

21. As marketers, sometimes
we fall in love with our
own brand.

22. TypicalBrand
@MyBrand
Isn’t my brand awesome? Look at my
stuff! Now just buy the stuff we sell!
#MyAwesomeBrand
ME!
0 RETWEETS 6 FAVORITES BY BRAND EMPLOYEES
Promoted by Me Awesome Brand
Most brand “social”
content is actually
anti-social.
It merely talks about
itself without giving
value to the consumer.
TYPICAL BRAND

23. Let me tell you about all the awesome
traits/benefits/vision/fun times I have.
No, really, I am super interesting.
Hello?

24. What should brands be
doing now?

25. The “old” rules of marketing still apply…

26. Advertising is about
making an emotional
connection to the
consumer.
Mobile simply brings you
closer.

27. Right audience
Right content
Right moment

28. @TwitterAdsUK | Confidential
@TwitterAdsUK | Confidential@TwitterAds | Confidential@TwitterAds | Confidential 28
Be interesting.

29. launched +2 weeks prior to #AidezVictor
ORANGE FRANCE TV SPOT

30. 1 DAY BEFORE THE LIVE,
@ORANGE_FRANCE GAVE RDV TO ITS
AUDIENCE THROUGH THIS VIDEO,
TEASING AROUND THE TV SPOT’S
HERO WHO NEEDED ADVICE FOR HIS
DATE #AIDEZVICTOR (#HELPVICTOR)
TEASING
1
promoted tweet

31. ON D-DAY, A SIMPLE PERISCOPE
TWEET WAS SPONSORED TO
RECRUIT VIEWERS
LAUNCH
2
promoted tweet

32. WHILE THE PERISCOPE WAS LIVE,
@ORANGE_FRANCE ASKED TWITTER
USERS TO HELP VICTOR.
HE WOULD DO LIVE WHAT USERS
CHOSE WITH THEIR TWEETS
MENTIONING THE ACCOUNT + ONE
OF THE HASHTAG PROPOSED +
#AIDEZVICTOR.
A BOT REPLIED TO ALL USERS
ADVISING VICTOR
LIVE
3
user answer bot response

33. ACTIVITY 1
VICTOR PREPARES HIMSELF FOR HIS
DATE (CHLOÉ)
VICTOR HAS TO CHOOSE HIS OUTFIT.
(#SHINY WON)
LIVE
3
promoted tweet periscope

34. CLOTHES ARE CHOSEN, NOW IT’S
TIME TO WELCOME VICTOR’S DATE !
LIVE
3
promoted tweet periscope

35. ACTIVITY 2
VICTOR BROUGHT CHLOÉ TO THE
FAIR.
VICTOR MUST CHOOSE WHAT
CAROUSEL TO DO.
(#ROLLERCOASTER WON)
LIVE
3
promoted tweet periscope

36. ACTIVITY 3
VICTOR TRIED TO SEDUCE CHLOÉ
WITH AN HD MOVIE (STREAMED WITH
ORANGE !).
VICTOR MUST CHOOSE WHAT MOVIE
TO WATCH.
(#TITANIC WON)
LIVE
3
promoted tweet periscope

37. ACTIVITY 4
TIME TO CONCLUDE WITH CHLOÉ!
VICTOR MUST CHOOSE HIS
TECHNIQUE.
(#KISSING WON)
LIVE
3
promoted tweet periscope

38. @TwitterAdsUK | Confidential
@TwitterAdsUK | Confidential@TwitterAds | Confidential@TwitterAds | Confidential 38
Provide value.

39. TrendHunter @TrendHunter
Party Girl Couture - The Topshop Party
Girls Strutted The LFW Runway with
Retro Flare http://www.trendhunter.com/
The Beauty Makers @thebeautymakers
Romantic, bold and just plain dramatic:
the beauty looks at #LFW: http://bit.ly/
1EdbEMk #belleza #evento
Zanna Roberts Rassi @Zannarassi
Mad #plaids, #folklore and fantastical
#furs. My #NYFW & #LFW trend cheat
sheet @eonline http://ow.ly/tZOF4
VOGUE.CO.UK @BritishVogue
Ten street style trend from London Fashion Week to
inspire your look today: http://vogue.uk/a8246g
@TOPSHOP
#LIVETRENDS
@ D A R A N A S R

40. @ D A R A N A S R
Tweet
Topshop
@Topshop
You’re saying #paisley, we’re saying
yes please! Shop the latest of our
LFW #LiveTrends here bit.ly/1LvkFKL
23/02/2015 16:27
#LIVETRENDS

41. @ D A R A N A S R

43. P O W E R E D B Y @ D A R A N A S R

44. Show up at the right time.

45. # T W E E T C A M

46. A N N O U N C E M E N T
# T W E E T C A M

47. D U R I N G T H E S H O W
# T W E E T C A M

48. # T W E E T C A M
P O S T- S H O W

49. So what about
“the future”?

50. #online
#outdoor
#radio
#TV
#print
Twitter will continue to be a bridge

51. Deliver the best content to consumers

52. Creators
7
Posts
30 TV Spot
1
#BendTheRules

53. @twitteradsuk | Confidential
@TwitterAds | Confidential@TwitterAds | Confidential
Twitter will continue with video
MORE VIDEO
Marketers finding
success on Twitter
with video content will
only grow.

54. More data for better campaigns

55. Followers Look-a-likes Interests Keywords Search
TV Tailored
audiences
Overlay with
MobileGenderLocation Language
Build on our targeting

56. Time Spent Ad Spend
Source | KPCB, 2014
Twitter’s platform matches the opportunity

57. Our greatest opportunity
is using the tools we have
now.

58. “I warn you against
believing that
advertising is a
science.”
Bill Bernbach,
founder DDB

59. @ASHLEYBOHUNK
#THANKYOU