social data week sf: in conversation with twitter - april underwood, director of product, twitter

@TwitterAds | Confidential

Plan For the Moment

Social Data Week | September 16, 2013April Underwood @aunder

Tuesday, September 24, 13

Life is a series of “now” moments

that happen with data

Twitter is Live, Public, Conversational

#SKYWIRE GENERATED 1,000,000 TWEETS

Robert Flores@RoFloESPN

#Skywire is a victory for courage, perseverance, and dad jeans.

267RETWEETS

124FAVORITES

Seth Meyers@sethmeyers

Thank you, Jeansus. #Skywire

3,734RETWEETS

1,713FAVORITES

Lee Jeans@LeeJeans

Denim: preferred by cowboys, rockstars and @NikWallenda #Skywire

32RETWEETS

12FAVORITES

Billions of moments to engage

How can you plan for the moment?

Plan for everyday moments

#hungry

WED SATFRITUE THU SUNMON

VOLUME OF CONVERSATION

14 Source: Twitter Internal July, 2013

#hungry

“run”

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“run”VOLUME OF CONVERSATION

MON TUE WED THU FRI SAT SUN

“tired”VOLUME OF CONVERSATION

MON TUE WED THU FRI SAT SUN

“tired”VOLUME OF CONVERSATION

@TwitterAds | Confidential 17

Results for #WhyICantSleepAtNightRelated: #whyicantsleepatnight insomnia, #flipyourmorning, gnoooomes, hd...

zzzQuil @zzzQuilSeriously, these tweets will still be here tomorrow. Let’s go to bed together.

Promoted by zzzQuil

Top / All / TimelineTweets

Everyday moments

Moments matter

Non-engaged userEngaged user

Purchase IntentBrand Favorability

Source: Nielsen Brand Effect for Twitter, March 201319

Plan for live moments

Twelve months. One moment. All different - #allforthis #UCLFinale pic.twitter.com/4CGZeJC9CC

adidasfootball@adidasfootball

Key “now” moments can be planned for

06:00 12:00 18:00 24:00

And engaged at scale

6M TWEETS

Source: Twitter Internal May, 2013

So excited to introduce the newest member of the Obama family -- our puppy, Sunny! at.wh.gov/04DkW --mo pic.twitter.com/KKO9NTmgha

FLOTUS@FLOTUS

Live moments can be planned for

Purina ONE Dog @PurinaONEdog Only the finest of puppies eat Purina ONE Smart Blend - Healthy Puppy Formula! #FLPOTUS pic.twitter.com/di239jc

Tweets

#hungryTwitter connects and strengthens sponsorships association

Source: Nielsen Brand Effect for Twitter, March 2013

Message association

Not exposed to Promoted Tweet Exposed to Promoted Tweet

Plan connected moments

TV x Twitter

KFC Colonel @kfc_colonelRT @rydogg23: KFC, if you have any interest for your next commercial, I’m available #kfc #iatethebones vine.co/v/bUzDvbPbQHB

Promoted by KFC Colonel

KFC Colonel @kfc_colonelRT @rydogg23: KFC, if you have any interest for your next commercial, I’m available #kfc #iatethebones vine.co/v/bUzDvbPbQHB

Promoted by KFC Colonel

#Couchgating

KFC Colonel @kfc_colonelRT @sirslimealot: I ATE THE BONES! #KFC vine.co/v/b3b0xQ57nP6

#Couchgating

KFC Colonel @kfc_colonelRT @tdotbizness: #iatethebones #kfc #howto eat the bones #vineportraits of a bone eater #favthings vine.co/b9jlgHKuVHq

#Couchgating

KFC Colonel @kfc_colonelRT @tdotbizness: #iatethebones #kfc #howto eat the bones #vineportraits of a bone eater #favthings vine.co/b9jlgHKuVHq

TV is more effective with Twitter

+27%increase in

engagement rates

+58%higher purchase intent

+95%stronger message

association

33 Source: Nielsen Brand Effect for Twitter, March 2013

Data reveal the WHO, WHEN, WHAT

for marketing moments

Simple ad products

Grow reach and engagement with Promoted Tweets

Scale your audience with Promoted Accounts

Drive mass awareness with Promoted Trends

Simple ad products

Powerful data

Look-a-likes

Location

Followers

Device

TV ads

Search

Keywords Interests

Gender

Introducing Molly

So excited about college but could use some help with tuition! #needascholarship

DeVry University @DeVryUnivApply to DeVry by Aug. 29th and you could qualify for the Career Catalyst Scholarship, up to $20,000.bit.ly/18YP0co

Promoted by DeVry University

DeVry University @DeVryUnivApply to DeVry by Aug. 29th and you could qualify for the Career Catalyst Scholarship, up to $20,000.bit.ly/18YP0co

Promoted by DeVry University

Molly Lerner @mollylerner Pumped to start @DeVryUniv in the fall! Going to spend the summer learning something new :)

General Assembly @GA

Learn to code your own prototypes in our intensive 3-month web development program in SF: cards.twitter.com/cards/2tg4az/hl

Promoted by General Assembly

Molly Lerner@mollylernerm*****@gm***.com

General Assembly @GA

Learn to code your own prototypes in our intensive 3-month web development program in SF: cards.twitter.com/cards/2tg4az/hl

Promoted by General Assembly

Molly Lerner@mollylernerm*****@gm***.com

Plan for the moment

moments #Everyday

moments #Live

moments #Connected

Image courtesy of AMC’s Mad Men47

Brands don’t have target markets, they have target moments.Executive Creative Director and Vice-Chairman of OgilvyOne

Image courtesy of AMC’s Mad Men47

Brands don’t have target markets, they have target moments.

Social Data Week | September 16, 2013April Underwood @aunder

#ThankYou

Executive Creative Director and Vice-Chairman of OgilvyOne

social data week sf: in conversation with twitter - april underwood, director of product, twitter

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