This document discusses Twitter and its evolution as a central part of the digital ecosystem. It provides examples of how Twitter was used to spread real-time information about a helicopter crash in London and how brands like Adidas, Four Seasons hotels, and Vodafone Australia have used Twitter to engage with customers, resolve issues, launch marketing campaigns, and improve their brand image. The document also shares statistics on Twitter's growth and how the platform is increasingly being used to discuss television shows and drive other online interactions.

1. Twitter and the evolution of #social to
the centre of the digital eco-system
Aliza Knox, Managing Director of Online Sales, APAC Twitter, Inc.
@alizaknox
Alice Smith, Social Media Campaign Manager, Vodafone Australia.
@alicesinwonders

3. Twitter brings you
closer...

5. @TwitterAds | Confidential
5
Adidas @Adidas
What happened when David Beckham surprised fans in
our UK #takethestage photobooth? youtu.be/
goOgSpzYe6I
Tweets
Adidas #TakeTheStage Photo booth

6. @TwitterAds | Confidential
6

9. London helicopter crash
16 Jan 2013
London helicopter crash
16 Jan 2013

10. 8:03
AM
Aaron James
Rodgers
@bottle_bohemia
`
248
RETWEETS
16
FAVORITES
Just witness an horrific crash!
Helicopter hit a crane, spiralled into
the ground!
pic.twitter.com/oZ6wFWJT

11. Quin
@QuinMurray
Helicopter just hit a crane and crashed
a few metres in front of me in vauxhall.
Completely shaken.
pic.twitter.com/2YJvzsp3
2,379
RETWEETS
100
FAVORITES
8:05
AM

12. BBC Radio 5 live
@bbc5live
BREAKING: Reports a helicopter
has crashed at South Bank in
London. Live:
ow.ly/gQUoy
8:13
AM
129
RETWEETS
2
FAVORITES

13. Craig Jenner
@craiglet
Helicopter just hit our building in
vauxhall
pic.twitter.com/HbktDNkp
2,563
RETWEETS
116
FAVORITES
8:15
AM

14. BBC Breaking
News
@BBCBreaking
#Helicopter crashes during
morning rush hour near
#Vauxhall station in south
London, witnesses report - no
official confirmation
8:17
AM
1,441
RETWEETS
19
FAVORITES

16. Twitter users are GLOBAL
31%
North America
16%
South
America
25%
Asia
1%
20%
Europe
5%
Africa
AU
5%
Middle
East

17. 200Mactive users

18. Now: Every 2.5 days
Then: 3 years, 2 months, 1 day
1 Billion Tweets

20. Issues with products or
service
Requests about the
company
Customer service
interactions
Sales leads
70%
66%
60%
42%
When you listen, you find

21. Rupak Saluja
@roopaksaluja
Breakfast Pre-PPM at @fsmumbai.
Featuring croissants & Bircher Muesli.
twitpic.com/8d19zk
Four Seasons Mumbai
@FSMumbai
@roopaksaluja Enjoy your breakfast. Happy Sunday! : )

22. Rupak Saluja
@roopaksaluja
@FSMumbai thx. Must complain about the service though. As a regular, I find breakfast
service to be below par & below global FS standards.
Four Seasons Mumbai
@FSMumbai
@roopaksaluja Thanks for the feedback. We will address it with our
team.
Rupak Saluja
@roopaksaluja
@FSMumbai Thx for the prompt action. Rashmi came to my table
to get feedback. Stuff gets easily forgiven when attended to like
that.

23. build brand
engagement
increase
purchases

24. build brand
engagement
increase
purchases

25. Promoted

26. Promoted Tweet
Promoted Trend
Promoted Account

27. 10xnumber of downloads compared
to other mobile advertising
channels
5.6
Peak engagement rate
300%increase in followers

28. Drive in-tweet interaction with cards
Preview content, integrate media and deep-link to sites and downloads within a Tweet
Media
Image: photos
Player: audio/video/livestream
Product
Product summary with link to website
App
Mobile app card with the app download feature
Summary
In-Tweet article summary with link to website

30. introducing Vine
Sign in with
Twitter
Sign in with
Email

31. Samsung #GalaxyVine
Samsung Mobile US @SamsungMobileUS
There’s a first Vine on every phone. Galaxy owners, start
your index fingers. #GalaxyVine vine.co/b3v1m5p6ljn
Promoted by Samsung Mobile US

33. Twitter, Inc. | Confidential
Source: Compete US 2012; Source: BlueFin Study 2012
THE
SOURCE
TWITTER DRIVES THE ONLINE TV CONVERSATION
50%
Of Twitter users access
Twitter while watching
TV
95% Of the public conversation
around TV is taking place on
Twitter
33

36. One can move the world
with 140 characters.

37. villainVodafone’s journey
from villain to hero
Vodafone Australia, July 2013
Changing the brand one
conversation at a time via
Twitter

38. How does Twitter help us to
be heroes?
AvailabilityWe are where our customers
want us to and expect us to be
EngagementTwo-way conversations and a
listening tool to form business
decisions
BrandThe voice of our human
network

39. Using Twitter for Care
AccessibilityQuick fire responses from
@VodafoneAU_Help
Risk managementBeing resolution focused, timely and honest
ResolutionsFast and in the channel chosen by the customer
(Twitter)

40. Using Twitter for Brand
Products & Services
Brand Voice
Marketing Campaigns
•
•
•

41. Gaga = social royalty
All Time Vodafone prepaid to leverage
the Gaga mania in the social space
Content long-tail
•
•
•
#AllTimeGagaLive

42. 1st Aussie brand to book
promoted tweets

43. Second screen interactions
Impressions
Clicks

44. #TheVoiceAU

45. #TheVoiceAU

46. Results
6.2Mimpressions
746retweets
12.4%engagement rate
in search
34%positive brand
sentiment

47. #TeamVodafone

48. Interest targeting

49. Results
34,500engagements
2300unique brand
mentions
15.4%peak engagement
rate
36%positive brand
sentiment

50. Give Vodafone
customers and
cricket lovers a
means to access
their passion;
anywhere, anytime.
Cricket

51. Cricket

52. Results
1.3Mapp downloads
2.5Mpromoted tweet
impressions
6000app download
leads via Twitter

53. Real time:
One-to-one marketing

54. #MaddensHW
80retweets
368mentions
303uses of #MaddensHW
27,162reach
18live tweets
real time responding and
retweeting

55. 167$
men(ons$at$
9pm.$Trends$
stayed$the$
same$
Conversa)on*peaked*at*
8pm*with*417*men)ons.*
Trends:*Re;twee)ng*Joel*
Madden’s*‘Stuck*in*the*
basement’*Tweet;*
conversa)on*around*the*
party*and*enjoyment.*
#MaddensHW

56. Generating positive word of
mouth
Team Joel Madden | @Team_JoelMadden | 6,537 Followers
|Tweet

57. Where to now?
Restore trust and confidence
Amplify the voice of our advocates
We’re still on our way to being a hero -
Twitter is a key part of our brand
recovery arsenal
•
•
•