Marketing week

Twitter, Inc.

AN INTEREST NETWORK WITH SOCIAL QUALITIES

H O W T O P L A N I N T H E M O M E N T W I T H T W I T T E R

@DaraNasr

Friday, June 28, 13

@TwitterAdsUK

the pulse of the planet

@TwitterAdsUK

Friday, June 28, 13

@TwitterAdsUK

Barack Obama@BarackObama

Four more years.pic.twitter.com/bAJE6Vom

@TwitterAdsUK

Friday, June 28, 13

@TwitterAdsUK

David Whitehouse@d_whitehouse

Lance Armstrong should be applauded for being able to ride a bike so well on drugs. I tried it once. Hit a dog and fell into a canal.

10,496RETWEETS

2,229FAVORITES

4:17 PM - 18 Jan 13

@TwitterAdsUK

Friday, June 28, 13

powered by conversations

@TwitterAdsUK

Friday, June 28, 13

1 billion Tweets every 2.5 days

source: Twitter Internal 2012

@TwitterAdsUK

Friday, June 28, 13

@TwitterAdsUK

where news breaks

@TwitterAdsUK

Friday, June 28, 13

@TwitterAdsUK

Fast news1m Tweets in 3 hours

@TwitterAdsUK

Friday, June 28, 13

@TwitterAdsUK

Friday, June 28, 13

@TwitterAdsUK

where new connections are made

@TwitterAdsUK

Friday, June 28, 13

Labour Press Team@labourpress

Send out a search party - @LibDemPress haven’t tweeted since July 13th.

@DaraNasr | Confidential

Friday, June 28, 13

Lib Dem Press Office@LibDemPress

@labourpress Sorry, we’ve been busy running the country. #Coalicious

Labour Press Team @labourpress



Friday, June 28, 13

@labourpress Sorry, we’ve been busy running the country. #Coalicious

Labour Press Team @labourpress


Lib Dem Press @LibDemPress

Labour Press Team@labourpress

@LibDemPress yes, that’s going well. Keep up the good work.


Friday, June 28, 13

#WeNurses

@TwitterAdsUK

Friday, June 28, 13

Twitter is the shortest distance between youand what interests you most

@TwitterAdsUK

Friday, June 28, 13

10m users in the UK

source: Twitter UK Internal 2012

@TwitterAdsUK

Friday, June 28, 13

200m users globally

@TwitterAdsUK

Friday, June 28, 13

@TwitterAdsUK

80% access Twitter UK on mobile

source: Twitter UK Internal 2012

@TwitterAdsUK

Friday, June 28, 13

mobile.on the sofa, on the move, in the moment.

@TwitterAdsUK

Friday, June 28, 13

@TwitterAdsUK

TV is a key interest on Twitter

source: SecondSync 2012, Crimson Hexagon 2012

95%of online public conversations

are on Twitter

40%of all Twitter traffic around

peak time is about TVof UK Twitter users use

Twitter while watching TV

60%

Friday, June 28, 13

@TwitterAdsUK

Friday, June 28, 13

Twitter is the shortest distance between youand what interests you most

@TwitterAdsUK

Friday, June 28, 13

Twitter is the shortest distance betweenand what interests you most

@

@TwitterAdsUK

Friday, June 28, 13

Twitter is the shortest distance betweenand

@ #

@TwitterAdsUK

Friday, June 28, 13

Capitalise on real-time marketing through content and targeting

@TwitterAdsUK

Friday, June 28, 13

@TwitterAdsUK

1. Live

Friday, June 28, 13

@TwitterAdsUK

2. Public

Friday, June 28, 13

@TwitterAdsUK

3. Conversational

Friday, June 28, 13

@TwitterAdsUK

#RyanGoslingWontEatCereal

Friday, June 28, 13

4. Mobile

Friday, June 28, 13

New York

4. Mobile

Friday, June 28, 13

São Paulo New York

4. Mobile

Friday, June 28, 13

São Paulo TokyoNew York

4. Mobile

Friday, June 28, 13

@TwitterAdsUK@TwitterAdsUK

#ThankYouSirAlex1.4m Mentions in first hour

Big cultural moments

Friday, June 28, 13

Oreo Cookie@Oreo

Power out? No problem.pic.twitter.com/dnQ7pOgC

Friday, June 28, 13

@TwitterAdsUK

Would you just look at this owl, isn’t it great? #SuperbOwl pic.twitter.com/NCF2HOAV

Emergency Cute Stuff@EmergencyPuppy

@TwitterAdsUK

Friday, June 28, 13

@TwitterAdsUK

Small personal moments

Friday, June 28, 13

@TwitterAdsUK

= memesmoment

Friday, June 28, 13

@TwitterAdsUK

memesmoment ≠

Friday, June 28, 13

@TwitterAdsUK

moment = relevance

Friday, June 28, 13

@TwitterAdsUK

moment = relevance

interests

intent

Friday, June 28, 13

@TwitterAdsUK

content strategy

ALWAYS ON

CONTENT CALENDAR

SCENARIO PLANNING

REAL-TIME RESPONSE

Friday, June 28, 13

@TwitterAdsUK

Plan for the moment

Friday, June 28, 13

@TwitterAdsUK

1. Plan for always-on marketing moments

Friday, June 28, 13

@TwitterAdsUK

Friday, June 28, 13

@TwitterAdsUK

Friday, June 28, 13

@TwitterAdsUK

2. Create a winning content calendar

Friday, June 28, 13

@TwitterAdsUK

You gotta be in it to win it! Can you name this classic to win Easter prizes? #DoritosNameThatTune vine.co/v/bDVDizDdOuz

Doritos@doritosuk

@TwitterAdsUK

Friday, June 28, 13

@TwitterAdsUK

You gotta be in it to win it! Can you name this classic to win Easter prizes? #DoritosNameThatTune vine.co/v/bDVDizDdOuz

Doritos@doritosuk

@TwitterAdsUK

Friday, June 28, 13


French Connection

Friday, June 28, 13

@TwitterAdsUK

3. Plan for the best scenarios

Friday, June 28, 13

@TwitterAdsUK

@jennymaria_ a piece of the Burberry runway #MadeFor Jenny twitpic.com/c56xOo

Burberry@Burberry

@TwitterAdsUK

Friday, June 28, 13

Twitter, Inc. | Confidential

Barclaycard - rewarding conversation

Friday, June 28, 13

LauraEllen@Laura_ellenxx

Can tell I like chocolate abit too much when I’m following @KITKAT and @Oreo hahahahahah

@TwitterAdsUK

Friday, June 28, 13

LauraEllen @Laura_ellenxxCan tell I like chocolate abit too much when I’m following @KITKAT and @Oreo hahahahahah

Kit Kat@KITKAT

The fight for @Laura_ellenxx’s affections is on. @Oreo your move #haveabreak twitpic.com/cb1g84

@TwitterAdsUK

Friday, June 28, 13

Kit Kat @KITKATThe fight for @Laura_ellenxx’s affections is on. @Oreo your more #haveabreak twitpic.com/cb1G84

Oreo Cookie@Oreo

Sorry, @KITKAT we couldn’t resist... #GiveOreoABreak pic.twitter.com/iMXjChet

@TwitterAdsUK

Friday, June 28, 13

@TwitterAdsUK

4. Expect the worst scenarios

Friday, June 28, 13

@TwitterAdsUK

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Dogging Tales: 118k Tweets

Friday, June 28, 13

@TwitterAdsUK

Friday, June 28, 13

@TwitterAdsUK

Friday, June 28, 13

@TwitterAdsUK

Lynx spends millions on advertising and then this happens! #doggingtales

Alan Carr@AlanCarr

@TwitterAdsUK

Friday, June 28, 13

@TwitterAdsUK

‘Crisis meetings’ all morning thanks to Les in #DoggingTales last night... We’ve concluded there is no crisis pic.twitter.com/cqfmTDEhWH

The Lynx Effect@lynxeffect

@TwitterAdsUK

Friday, June 28, 13

@TwitterAdsUK

If you go down to the woods today, be sure to be smelling your best... @lynxeffect #DoggingTales pic.twitter.com/t9ZFP3wLsn

DMac@waronfacades

@TwitterAdsUK

Friday, June 28, 13

@TwitterAdsUK

5. Speed can be a key differentiator

Friday, June 28, 13


Friday, June 28, 13


#NandosFergieTime

Friday, June 28, 13


Friday, June 28, 13

@TwitterAdsUK

Every Tweet creates a moment

Friday, June 28, 13

@TwitterAdsUK

Every campaign creates a moment

Friday, June 28, 13

@TwitterAdsUK

Every TV programme creates a moment

Friday, June 28, 13

@TwitterAdsUK

Every event creates a moment

Friday, June 28, 13

@TwitterAdsUK

Plan for the moment

Friday, June 28, 13

Twitter, Inc.

AN INTEREST NETWORK WITH SOCIAL QUALITIES

H O W T O P L A N I N T H E M O M E N T W I T H T W I T T E R

@DaraNasr

Friday, June 28, 13

Technology

Marketing week