ryan ginsberg | building community through twitter

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Twitter, Inc. | Confidential Thursday, November 14, 13

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Page 1: Ryan Ginsberg | Building Community Through Twitter

Twitter, Inc. | Confidential

Thursday, November 14, 13

Page 2: Ryan Ginsberg | Building Community Through Twitter

@TwitterAds | Confidential

Life is a series of “now” moments

3

Thursday, November 14, 13

Page 3: Ryan Ginsberg | Building Community Through Twitter

Thursday, November 14, 13

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#SKYWIRE GENERATED 1M TWEETS

Thursday, November 14, 13

Page 5: Ryan Ginsberg | Building Community Through Twitter

Thursday, November 14, 13

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Thursday, November 14, 13

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Live, Public, Conversational

TWITTER IS

Thursday, November 14, 13

Page 9: Ryan Ginsberg | Building Community Through Twitter

@TwitterAds | Confidential 12

Participate in the conversationInfluence consumers attitudes and behaviors

Thursday, November 14, 13

Page 10: Ryan Ginsberg | Building Community Through Twitter

@TwitterAds | Confidential

75% access Twitter via mobile

13 Source: Twitter Internal July, 2013

Thursday, November 14, 13

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@TwitterAds | Confidential

230M active users

14 Source: Twitter Internal July, 2013

Thursday, November 14, 13

Page 12: Ryan Ginsberg | Building Community Through Twitter

@TwitterAds | Confidential

500 million Tweets every day

15 Source: Twitter Internal July, 2013

Thursday, November 14, 13

Page 13: Ryan Ginsberg | Building Community Through Twitter

Millions of moments to engage

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Page 14: Ryan Ginsberg | Building Community Through Twitter

How can you plan for the moment?

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Plan for everyday moments

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@TwitterAds | Confidential

#hungry

WED SATFRITUE THU SUNMON

VOLUME OF CONVERSATION

19 Source: Twitter Internal July, 2013

Thursday, November 14, 13

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“run”VOLUME OF CONVERSATION

WED SATFRITUE THU SUNMON

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“run”VOLUME OF CONVERSATION

WED SATFRITUE THU SUNMON

Thursday, November 14, 13

Page 19: Ryan Ginsberg | Building Community Through Twitter

@TwitterAds | Confidential

MON TUE WED THU FRI SAT SUN

“tired”VOLUME OF CONVERSATION

21 Source: Twitter Internal July, 2013

Thursday, November 14, 13

Page 20: Ryan Ginsberg | Building Community Through Twitter

@TwitterAds | Confidential

22

Thursday, November 14, 13

Page 21: Ryan Ginsberg | Building Community Through Twitter

@TwitterAds | Confidential

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

23

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Highlighting cool product features

Thursday, November 14, 13

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Thursday, November 14, 13

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Thursday, November 14, 13

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@TwitterAds | Confidential

27

Every holiday is a moment to connect

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Plan for cultural moments

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@TwitterAds | Confidential 32

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#WinTheMoment | Twitter Confidential

Thursday, November 14, 13

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#WinTheMoment | Twitter Confidential

Thursday, November 14, 13

Page 33: Ryan Ginsberg | Building Community Through Twitter

#WinTheMoment | Twitter Confidential

Thursday, November 14, 13

Page 34: Ryan Ginsberg | Building Community Through Twitter

Twitter Inc. | @TwitterAds

Oreo Cookie @OreoWARNING: Shark sighted. Dunk at own risk. #dailytwist pic.twitter.com/nEM1g7kv

Promoted by Oreo

Tweets

Thursday, November 14, 13

Page 35: Ryan Ginsberg | Building Community Through Twitter

Twitter Inc. | @TwitterAds

Tweets

Oreo Cookie @OreoA fire will rise. An Oreo cookie will dunk. #dailytwist pic.twitter.com/dZ

Promoted by Oreo Cookie

Hide Photo

Tweets

Oreo Cookie @OreoA fire will rise. An Oreo cookie will dunk. #dailytwist pic.twitter.com/dZ

Promoted by Oreo Cookie

Hide Photo

Thursday, November 14, 13

Page 36: Ryan Ginsberg | Building Community Through Twitter

Plan for Live moments

Thursday, November 14, 13

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@TwitterAds | Confidential

39

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

adidasfootball@adidasfootball

Scenario Planning

Thursday, November 14, 13

Page 38: Ryan Ginsberg | Building Community Through Twitter

@TwitterUK

Thursday, November 14, 13

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#SMWF | @ShaneSteele

Thursday, November 14, 13

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#SMWF | @ShaneSteele

8-Oct 9-Oct 10-Oct 11-Oct 12-Oct 13-Oct 14-Oct 15-Oct 16-Oct 17-Oct

2.8M Tweets

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Text

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Highlighting cool product features

Inspirational Moments

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Thursday, November 14, 13

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Plan connected moments

Thursday, November 14, 13

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Twitter, Inc. | Confidential

0K

175K

350K

525K

700K

Walking Dead X Factor Pretty Little Liars The Voice

Week 1 Week 2 Week 3 Week 4 Week 5 Week 7Week 6 Week 8

Twitter is the EKG of attention on TV

48Source: Twitter internal 2012

Thursday, November 14, 13

Page 47: Ryan Ginsberg | Building Community Through Twitter

Twitter, Inc. | Confidential

33%

mobile users

Tweet about the show they are watching

I learn all my negotiation techniques from watching @SharkTankABC! Love watching @mcuban #sharktank

49

Source: Nielsen State of the Media: The Nielsen Cross-Platform Report Jan ’12

66%

mobile users

Use Twitter in front of the TV at home

Thursday, November 14, 13

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Twitter, Inc. | Confidential 50

Twitter drives the online TV conversation

95 %

Of the public conversation around TV is taking place on Twitter

Source: Bluefin US 2012 (top) and Compete US 2012 (middle, bottom)

Thursday, November 14, 13

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@TwitterAds | Confidential 52

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@TwitterAdsUK

#Hashtags drive action

Thursday, November 14, 13

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@TwitterAds | Confidential

In honor of the ultimate #Oscars2013 #girlsnight we put together our own musical number:

Baileys US@BaileysOriginal

Thursday, November 14, 13

Page 53: Ryan Ginsberg | Building Community Through Twitter

@TwitterAds | Confidential

#Recommendations

Thursday, November 14, 13

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LISTEN AND RESPOND TO CHATTER

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PR0VIDE VALUE WITH ALWAYS-ON CONTENT

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Plan & execute against content series

Monday: #_______________

Tuesday: Sports Highlight

Wednesday: Tips and Tricks

Thursday: Spokesperson Spotlight

Friday: Weekend Inspiration

Also factor in support for media buys, events and general milestones or holidays

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SET TARGET OBJECTIVES

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GROW YOUR FOLLOWER BASE

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Twitter, Inc. | Confidential

62

CONNECT CROSS-PLATFORM CONVERSATION

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Twitter, Inc. | Confidential

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BREAK THROUGH THE CLUTTER

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@TwitterAds | Confidential

Promotion drives reach & acceleration

Twitter Internal, UK campaigns Q3 2012

Organic campaign Paid campaign

THESOURCE

64

10-15% of followers will see a brand’s organic tweet

Thursday, November 14, 13

Page 62: Ryan Ginsberg | Building Community Through Twitter

@TwitterAds | Confidential

Plan for the moment

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@TwitterAds | Confidential

moments #Everyday

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@TwitterAds | Confidential

moments #Live

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@TwitterAds | Confidential

moments #Connected

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Brands don’t have target markets, they have target moments.59 characters

@rorysutherland

Thursday, November 14, 13

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#thankyou

@rygins

Thursday, November 14, 13