Presented by Matt Taylor at TwitterUK at #

1. M E A S U R I N G T H E
U N C O N S C I O U S
G L O B A L M A R K E T I N G R E S E A R C H
@ M D TAY L O R

2. OF TWITTER USERS
ACCESS VIA MOBILE
Source | UK User Deep Dive, Nielsen, 2014
80%

3. H O W M E M O R A B L E I S
C O N T E N T O N T W I T T E R ?

4. WHAT DID WE
MEASURE?
The process in which
information is encoded
and stored
MEMORY
Measure of how energised
we are, positively or
negatively, by a
communication or
situation
EMOTIONAL
INTENSITY
SENSE OF PERSONAL
RELEVANCE
Sense of engagement and
connection one feels in
response to a setting or
situation

5. S E N S E O F P E R S O N A L
R E L E VA N C E

6. ONLINE NORM
TWITTER
ACTIVE USE
+51%
S E N S E O F P E R S O N A L
R E L E VA N C E

7. E M OT I O N A L
I N T E N S I T Y

8. TWITTER
ACTIVE USE
+75%
ONLINE NORM
E M O T I O N A L
I N T E N S I T Y

9. MEMORY

10. ONLINE NORM
TWITTER
ACTIVE USE
+56%
M E M O R Y

11. SO WHAT
ABOUT BRANDS?

12. Make branding
instantly identifiable,
even when it’s small &
moving
O N E

13. Drive a strong emotional response
T W O

14. Prompt interaction and engagement,
rather than passive reading
T H R E E

15. Capitalise on anticipation
F O U R

17. Incorporate content with narrative
development and story telling
F I V E

18. W H AT U N C O N S C I O U S LY
I N F L U E N C E S U S O N T W I T T E R ?

19. # T W I T T E R W O R K S

20. First impressions matter
ANCHORING

21. Source | TV & Twitter, Thinkbox & BrainJuicer, 2014
ADMITTED TO
TAILORING TWEETS TO
BE FUNNY ENOUGH TO
BE RETWEETED
15%

22. THOUGHT THAT
EVERYBODY
ELSE DID
Source | TV & Twitter, Thinkbox & BrainJuicer, 2014
76%

23. INDUSTRY
VALIDATION
#LFW
COMPETITION
Source | Unconscious Cues, Twitter & Isobar, 2014
R
Resident
@ResidentLtd
R
Resident @ResidentLtd
Our Floral Pencil Skirt has been given the
gold seal of approval by @glamourmaguk
15m
R
Resident @ResidentLtd
Our #streetstyle edit from #LFW is now up
online! Overall the buzz words are #relaxed
#colourblock #clean
17m
R
Resident @ResidentLtd
@resident Enter by 4pm GMT Sunday,
we’ll DM 1 random winner who’ll win 1
19m
R
Resident @ResidentLtd
Our Floral Pencil Skirt has been given the gold seal of
approval by @glamourmaguk
15m
Expand
R
Resident @ResidentLtd
Our #streetstyle edit from #LFW is now up online! Overall the
buzz words are #relaxed #colourblock #clean
17m
Expand
R
Resident @ResidentLtd
@residentLtd Enter by 4pm GMT Sunday, we’ll DM 1 random
winner who’ll win 1 outfit up to £500 & a Google Chromebook
19m
Expand
R
Resident @ResidentLtd
Our Floral Pencil Skirt has been given the gold seal of
approval by @glmourmaguk
15m
R
Resident @ResidentLtd
Our #streetstyle edit from #LFW is now up online! Overall the
buzz words are #relaxed #colourblock #clean
17m
R
Resident @ResidentLtd
@residentLtd Enter by 4pm GMT Sunday, we’ll DM 1 random
winner who’ll win 1 outfit up to £500 & a Google Chromebook
19m
Promoted by ResidentLtd
Promoted by ResidentLtd
Promoted by ResidentLtd

24. MORE LIKELY TO TRUST
A BRAND WITH A VERY
HIGH NUMBER OF
FOLLOWERS
27%
Source | Unconscious Cues, Twitter & Isobar, 2014

25. Source | Unconscious Cues, Twitter & Isobar, 2014
MORE WILLING TO BUY
FROM A BRAND WITH A
VERY HIGH NUMBER OF
FOLLOWERS
19%

26. Source | Unconscious Cues, Twitter & Isobar, 2014
PROMOTED TWEETS
SCORED 20% HIGHER
THAN ORGANIC
IN DRIVING BRAND CONSIDERATION
Promoted by BrandName

27. Source | Unconscious Cues, Twitter & Isobar, 2014
1. Funny
2. Responsible
3. Serious
1. Serious
2. Funny
3. Responsible
LIKEABILITY CONSIDERATION
USER DEFINITION
‘FUNNY’
Let’s face it, we all like a burger that’s
why Resident jeans are super-stretch.
@ResidentLtd, supporting
your eating habits since 1992
United Kingdom
USER DEFINITION
‘SERIOUS’
Founded in 1992 by designer Amy Monroe, we have
grown into a leading fashion chain. Our values
are simplicity, versatility and trust
United Kingdom
USER DEFINITION
‘RESPONSIBLE’
Here @ResidentLtd, 10% of our profits go to
a nominated charity each year! Follow us for
all fashion updates or tweet @ResidentLtd
for queries
United Kingdom

28. VARY YOUR TONE
Think about which TOV is
the best fit with the
objectives of a campaign.
Source | Unconscious Cues, Twitter & Isobar, 2014

29. T H A N K YO U