Beyond 140 characters: How to stretch your limits

Meghan Doyle, TwitterStephanie Fuller, R/GA

Kristin O’Halloran, R/GA

Agenda

• Why Twitter?• Anatomy of a Good Tweet• Using Twitter Paid Media• Targeting the Messaging• Optimizing and Analyzing Results

Why Use Twitter?• With over 255MM global users, Twitter allows brands to deliver highly

relevant brand messaging to users in real-time.

• When events happen in the real world, they happen on Twitter. Whether sports, entertainment, brand sponsored, or brand owned - chances are the conversation is happening on Twitter.

• Twitter is the soundtrack to viewers' favorite shows. 90% of online public conversation around live TV happens on Twitter.

• Twitter amplifies brand sponsorships. The Twitter Amplify program partners broadcaster content with brand sponsors for distribution. Each Amplify package offers premium content, native to the platform with a range of sponsorship ad integrations.

Anatomy of a Good Tweet

Short & sweet

Speaks to a specific audience@

Includes call-to-action

Conveys voice No more than 2 hashtags#

Copy complements & doesn’t duplicate rich media

Using Twitter Paid Media

Principles for Success in Paid Social

Amplification:

Responsive media strategies that amplify social content

Agile Content:

Create and publish a variety of interesting platform-appropriate content to fit desired outcomes

Synchronize with Culture:

Tune-in and be responsive to the culture’s ebbs and flows and move at the speed of these cultures

Targeting for Twitter

Analyzing and Optimizing Twitter

1 2 3Set an objective for your

tweets. While Twitter can achieve many

objectives, a singular tweet cant meet all

objectives at the same time

Measure your results based on the KPI that closely matches the

objective

Make optimization recommendations based on your findings. Do this

often!