An overview of the Sponsored Tweets platform and approach.

1. Sponsored Conversations
via Twitter
Presented by Ted Murphy - @tedmurphy

2. platform pillars
Ethics
• Mandatory disclosure
• Authentic voice
• Freedom of choice
• Transparency of identity
Scalability
Measurement
Simplicity

3. platform pillars
ethics

4. mandatory disclosure
Disclosure is systematically enforced
• 100% compliance through proprietary Disclosure Engine™
• Designed to adhere to FTC and WOMMA guidelines
Multiple standardized options provided
• Specific type of disclosure determined by Tweeter or Advertiser
Examples of disclosure within a Tweet
I would like to thank my sponsor ACME.
AD: 1/2 off ACME widgets http://bit.ly/1234

5. authenticity
Tweeters can write their own tweets
Advertiser restrained from injecting opinion
in advertiser written tweets
Acceptable advertiser written tweet
Todays Tweet’s Sponsored by ACME.
Unacceptable advertiser written tweet
I think that ACME’s widget is the best ever.

6. freedom of choice
No auto-injection of any tweets
• Tweeters must agree to each individual
Mutual handshake process
• Tweeter must approve any advertiser written tweet
• Advertiser must approve any tweeter written tweet

7. transparency of identity
Detailed information about Tweeters
• Stats from multiple sources
• Twitter
• Twitter Grader
• Twitter Counter
Advertisers info displayed to Tweeters
• Reduces promotion of affiliate offers without tweeter knowledge
• Allows both parties to research and follow each other

8. platform pillars
scalability

9. tweeter spectrum
@kimkardashian
1.6M Followers
@chrispirillo
Amount of followers people have
71K Followers
@pensieverobin
2.6K Followers
People using Twitter

10. reach the masses
Aggregate users with less followers
• Provides more variation in messaging
• Ability to execute on smaller campaigns
• Open to performance based options
@kendrawilkinson
Access to power users
• Mainstream media celebrities
• Web celebrities @pop17
• Media properties
Ability to drive massive
@speedtv
traffic from influencers
in short time frames

11. platform pillars
measurement

12. measurement
Bit.ly integration to shorten URLs
• Integrated reporting within sponsored tweets
• More detailed reporting via Bit.ly
One click Google Analytics tracking
• By Source
• By Campaign
• By Tweeter
Provides the ability to
track conversion on
from an individual
Tweeter

13. platform pillars
simplicity

14. simplicity
Self serve platform
User friendly interface
• Advertisers : Make your first offer in under 5 minutes
• Tweeters : Get setup to receive offers in under 2 minutes
Telephone, email and twitter support