The document discusses how Twitter can impact political campaigns and elections. It provides examples of how politicians, organizations, and media use Twitter to engage voters and drive conversations. Specific Twitter products that can help promote political messages are also outlined, including Promoted Accounts, Tweets, and Trends which allow targeting followers and amplifying discussions. Case studies demonstrate how maximizing engagement through organic and paid content on Twitter can help political campaigns and causes.

1. Issue Advocacy and the First Twitter Election
November 28, 2011
TWITTER INC. CONFIDENTIAL 1

2. The Twitter Election

3. The Twitter Election
“In 2012, the Web phenomenon most
likely to change the political dynamic
is Twitter, the social networking site
that creates a real-time loop of
communication among its users.” ”
- The Hill, “Welcome to the
first Twitter Election,” Nov 25,
2011

4. How Twitter Works
@joedoe Handle
Who I Follow
My Followers
Timeline Suggested
Accounts To
Follow
Trending
Topics
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5. Connect through interests
sports NEWS music
humor Politics
fathe Tech Industry
r
entertainment colleagues food & travel
brands
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6. #RealTime
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7. Twitter growth
400M+
Unique Visitors / Month
100M+
Active Users
250M+
Tweets per day
2006 2009 2012
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8. Billions of Tweets served
Then: 3 years, 2 months, 1 day
Now: 4.5 days
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9. Twitter is mobile
of active users utilize
Twitter on a mobile
device
of new Twitter users start
on a mobile device
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10. Millions of ways to use Twitter
60% 40%
Tweet Producers Tweet Consumers
Listen Tweet Retweet @Reply Listen
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11. Twitter users are opinion
leaders
SOURCES: * Exact Target / CoTweet - June 2010
‡ Pew Research Center - June 2011 TWITTER INC. CONFIDENTIAL 11

12. Top Tweet producers
Political Leaders
100% of Presidential candidates are on Twitter
Athletes
90% of NBA basketball players are on Twitter
Humanitarians
99% of America’s top 200 non-profits are on Twitter
Entertainers
90% of the Billboard Top 100 are on Twitter
TV Shows
100% of the top 50 Nielsen-rated
TV shows are on Twitter
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13. Television Drives Twitter Usage
250000
Plan ahead to target organically trending topics and #hashtags during relevant
offline events to increase the frequency and reach of your content. Align your
messaging with popular conversations in real-time.
200000
“#CNNdebate”
“#CNNdebate”
Number of Mentions
150000 Democracy
Democrat
“#GOPdebate”
GOP
“#GOPdebate” Republican
Bloomberg Debate
CNN Debate
100000 “#GOPdebate” Fox Debate
“#ECONdebate” Republican Debate
50000
0 TWITTER INC. CONFIDENTIAL
6/1 6/8 6/15 6/22 6/29 7/6 7/13 7/20 7/27 8/3 8/10 8/17 8/24 8/31 9/7 9/14 9/21 9/28 10/5 10/1210/19
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14. Promoted Products for Politics
September 21, 2011
- Political Ads Launch
- DC - based team established
- Political ads identifiable by the
purple check
- Mouse - over for customizable
disclaimer language
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15. Media Products
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16. Engagement matters
.05% Standard Display
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17. 1. Scale your followers using
Promoted Accounts
to add more advocates and influencers
2. Amplify conversations through
Promoted Tweets
for authentic word-of-mouth interaction
3. Ramp awareness with
Promoted Trends
that drive buzz and engagement
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18. Promoted Accounts
Scale your followers in the Who to follow module
add advocates | enrich conversations | grow incremental earned
media
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19. The Value of Your Followers
Your campaign will invest time and money into the content published on Twitter.
Doubling the amount of followers at the beginning of the campaign will double the
amount of engagement/ROI and earned media from the same (fixed) amount of
input/updates.
30,000
Organic Due to the increased activity, we see a 12% avg. uplift in
Followers organic follower acquisition when advertisers run
Promoted Accounts.
20,000
25,000
20,000
15,000
Total Followers
Proposed media plan
15,000
10,000
18k
10,000
5,000
5,000
Current run rate has CLIENT X’s acquiring an
6k estimated 6k organic followers by Election Day.
0
Nov. 2011 Nov. 2012
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20. Promoted Tweets
Targeting options
In timelines In search
to followers or follower-look-a-likes at the top of the results page
Geo-targeting by DMA also available for local and regional campaigns
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21. Promoted Trends
Accelerate awareness of your message
capture the moment | seed conversation | generate buzz
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22. Promoted Trends
Accelerate awareness of your message
capture the moment | seed conversation | generate buzz
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23. Case Study & Best
Practices
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24. Increasing reach
Organic or paid, Twitter drives reach & exposure for your
brand
Promoted Tweets
in the Timeline
Organic Tweets
Promoted Accounts
scale your followers
Promoted Tweets
to Followers
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25. Maximizing Engagement via
Paid & Organic Activity
There are 8 common traits that drive the highest level of engagement for
both Promoted & Organic Tweets:
Link 98% included links for deeper engagement
Hashtag 72% used hashtags to brand the conversation
Real-Time 70% featured new, up-to-the minute content
Call to Action 40% used direct calls to action (“Click here”)
Exclamatory! 40% were exclamatory in tone (used “!”)
New Product 38% announced the launch of a new product
Ask a Question 24% asked a question
Game-Related 22% related to a game or contest
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26. National Parks Conservation Association
leverages a current event to drive actions
Goal:
Grow awareness, increase donations and
petition signatures.
Solution:
Piggy-back Promoted Tweets on an
organically trending topic
Results:
Using #IfGovernmentShutsDown injected
immediacy into the campaign.
Over 5,200 people clicked on the link in the
Tweet to contact members of Congress to
support national park funding
Picked up by Twitter’s “Top Tweets” and broadcasted to an additional 1.1 million
people
CNN reported the message being one of the most popular government shutdown
Tweets TWITTER INC. CONFIDENTIAL 26

27. U.S. Chamber of Commerce
Twitter helps the U.S. Chamber reach an influential audience
Promoted Accounts, Promoted Tweets @uschamber
• Promoted Accounts:
Built an influential follower
base by targeting users
interested in policy issues
• Promoted Tweets: Used hashtags such as
#jobs to communicate jobs creation plan
and to ask for petition signatures
• Retweet rates for Promoted Tweets: 50%
higher than the average across Twitter
• Acquired in 3 months, the same number of
followers it would have taken 4 years to
acquire organically
Twitter users are 50% more likely to
influence someone’s vote*
80% of Congress is on Twitter
*2011 Pew Research Center Study
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28. U.S. Chamber of Commerce
Twitter helps the U.S. Chamber reach an influential audience
Promoted Accounts, Promoted Tweets @uschamber
Challenge: The U.S. Chamber of Commerce invests heavily in
CAMPAIGN TIP traditional media to relay its position on national issues. With the
Use Promoted Accounts to
increasing success of social media in galvanizing the public, the
organization wanted to add more dynamic ways to
extend the impact of your
communicate policy issues to influencers.
Tweets by building a base of
influential followers who will
Solution: Twitter offers access to journalists, traditional news
help you spread your message.
media, the general public and government leaders — over 80%
of Congress is on Twitter. Twitter users are also 50% more likely
to influence someone’s vote*. U.S. Chamber used Promoted
Accounts to build a follower base of these influential groups and
then used Promoted Tweets to broadcast issues such as jobs
creation.
Results: At an organic rate it would have taken the U.S.
Chamber about four years to gain the same number of followers
that it acquired in only three months from the campaign.
Followers fit right into the influential target audience — most
also followed members of Congress and national campaign
committees. Retweet rates for Promoted Tweets were high —
50% more than the average rate. *2011 Pew Research Center Study
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29. Analytics
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30. Promoted Accounts
Who are your
followers and when
did you get them?
See when your
existing followers
started following
you
Discover their top
interests Gender
Gain insight into
See where your the accounts you
followers are from by share most
country and state, followers with
and dive into each
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31. Promoted Tweets
Promoted Tweet and Timeline Activity dashboards
Check out individual Tweet and
overall campaign performance
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32. Promoted Trends
Tools to gauge engagement and performance
Everything you want
to know about Trend
performance can be
found on the Trends
Dashboard
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33. #ThankYou
pgreenberger@twitter.com
mindy@twitter.com
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