brands say bae - the tomorrow lab presents

Brands say baeINTIMACY AND SINCERITY ON TWITTER FOR BRANDS BIG AND SMALL10TH MARCH 2016

Matthew Elliott

2010 – Joined Twitter in October

2013 – Graduated from Cambridge with an MPhil in European Literature & Culture

2015 – Joined Unilever’s Future Leaders Program

TODAY’S HASHTAG

#TTLPresents

WHAT IS BAE?

CONSUMERS DON’T UNDERSTAND TWITTER, AND NEITHER DO BRANDS

EVEN TWITTER DOESN’T UNDERSTAND TWITTER

TWITTER IS DIFFICULT TO USE AND VERY DIFFICULT TO UNDERSTAND

In Q3 2015, Twitter had an estimated 1.316 billion users.

Of these users, only 316 millions were monthly active users.

And less than half of those were active weekly.

WHEN YOU USE TWITTER, WHO ARE YOU REACHING?

SIX

WHAT DOES TWITTER OPTIMISED CONTENT LOOK LIKE?

THIS IS VERSO BOOKS. THEY HAVE SLIGHTLY MORE FOLLOWERS THAN MAGNUM. THEY PROBABLY HAVE SMALLER BUDGETS.

THEY TALK TO THEIR CONSUMERS

AND MOST IMPORTANTLY, THE CONTENT IS CONVERSATIONAL

WHAT DOES IT MEAN FOR A BRAND TO BE CONVERSATIONAL?

VOICE IS ESSENTIAL

AND MUST ALWAYS BE AUTHENTIC

AUTHENTICITY ISN’T JUST PROACTIVE, IT’S REACTIVE

WHAT DOES BEST IN CLASS LOOK LIKE?

CAN WE LEVERAGE THIS FOR YOUR BUSINESS?

• If your business took a selfie, what would it look like?

• Would your business be on Snapchat?

• What is your business’s favourite Snapchat filter?

• What kinds of jokes does your business laugh at?

• What kinds of events does your business react to?

• What emojis does your business use?

• Which brands does your business love?

CONTEST

Hit me with your best tweet

- Have a voice, be topical, be reactive.

- Remember, you are not talking to as many people as you might think

- Don’t be afraid to be clever or silly or intimate

#TTLPresents

@rubbishgatsby

@TheTomorrowLab