social data week sf: in conversation with twitter - april underwood, director of product, twitter
DESCRIPTION
Some of the more successful use cases for Twitter presented by April Underwood, Director of Product during Social Data Week San Francisco.TRANSCRIPT
@TwitterAds | Confidential
Plan For the Moment
Social Data Week | September 16, 2013April Underwood @aunder
Tuesday, September 24, 13
@TwitterAds | Confidential
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Tuesday, September 24, 13
@TwitterAds | Confidential
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Tuesday, September 24, 13
@TwitterAds | Confidential
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Tuesday, September 24, 13
@TwitterAds | Confidential
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Tuesday, September 24, 13
@TwitterAds | Confidential
Life is a series of “now” moments
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Tuesday, September 24, 13
@TwitterAds | Confidential
Life is a series of “now” moments
4
that happen with data
Tuesday, September 24, 13
Twitter is Live, Public, Conversational
Tuesday, September 24, 13
@TwitterAds | Confidential
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@TwitterAds | Confidential
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Tuesday, September 24, 13
#SKYWIRE GENERATED 1,000,000 TWEETS
Tuesday, September 24, 13
Robert Flores@RoFloESPN
#Skywire is a victory for courage, perseverance, and dad jeans.
267RETWEETS
124FAVORITES
Tuesday, September 24, 13
Seth Meyers@sethmeyers
Thank you, Jeansus. #Skywire
3,734RETWEETS
1,713FAVORITES
Tuesday, September 24, 13
Lee Jeans@LeeJeans
Denim: preferred by cowboys, rockstars and @NikWallenda #Skywire
32RETWEETS
12FAVORITES
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Tuesday, September 24, 13
Billions of moments to engage
Tuesday, September 24, 13
How can you plan for the moment?
Tuesday, September 24, 13
Plan for everyday moments
Tuesday, September 24, 13
@TwitterAds | Confidential
#hungry
WED SATFRITUE THU SUNMON
VOLUME OF CONVERSATION
14 Source: Twitter Internal July, 2013
Tuesday, September 24, 13
@TwitterAds | Confidential
#hungry
WED SATFRITUE THU SUNMON
VOLUME OF CONVERSATION
14 Source: Twitter Internal July, 2013
Tuesday, September 24, 13
@TwitterAds | Confidential
“run”
VOLUME OF CONVERSATION
WED SATFRITUE THU SUNMON
15 Source: Twitter Internal July, 2013
Tuesday, September 24, 13
@TwitterAds | Confidential
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“run”VOLUME OF CONVERSATION
WED SATFRITUE THU SUNMON
15 Source: Twitter Internal July, 2013
Tuesday, September 24, 13
@TwitterAds | Confidential
MON TUE WED THU FRI SAT SUN
“tired”VOLUME OF CONVERSATION
16 Source: Twitter Internal July, 2013
Tuesday, September 24, 13
@TwitterAds | Confidential
MON TUE WED THU FRI SAT SUN
“tired”VOLUME OF CONVERSATION
16 Source: Twitter Internal July, 2013
Tuesday, September 24, 13
@TwitterAds | Confidential 17
Tuesday, September 24, 13
@TwitterAds | Confidential 17
Tuesday, September 24, 13
@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
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Tuesday, September 24, 13
@TwitterAds | Confidential
Moments matter
Non-engaged userEngaged user
Purchase IntentBrand Favorability
+30%
+53%
Source: Nielsen Brand Effect for Twitter, March 201319
Tuesday, September 24, 13
Plan for live moments
Tuesday, September 24, 13
@TwitterAds | Confidential
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Twelve months. One moment. All different - #allforthis #UCLFinale pic.twitter.com/4CGZeJC9CC
adidasfootball@adidasfootball
Key “now” moments can be planned for
Tuesday, September 24, 13
@TwitterAds | Confidential
0M
1M
2M
3M
06:00 12:00 18:00 24:00
22
And engaged at scale
6M TWEETS
Source: Twitter Internal May, 2013
Tuesday, September 24, 13
@TwitterAds | Confidential
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Tuesday, September 24, 13
@TwitterAds | Confidential
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Tuesday, September 24, 13
@TwitterAds | Confidential
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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
Tuesday, September 24, 13
@TwitterAds | Confidential
Purina ONE Dog @PurinaONEdog Only the finest of puppies eat Purina ONE Smart Blend - Healthy Puppy Formula! #FLPOTUS pic.twitter.com/di239jc
Tweets
Tuesday, September 24, 13
@TwitterAds | Confidential
#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
+22%
26
Tuesday, September 24, 13
Plan connected moments
Tuesday, September 24, 13
@TwitterAds | Confidential
TV x Twitter
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@TwitterAds | Confidential 29
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@TwitterAds | Confidential 29
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@TwitterAds | Confidential
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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
Tuesday, September 24, 13
@TwitterAds | Confidential
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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
Tuesday, September 24, 13
@TwitterAds | Confidential
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Tuesday, September 24, 13
@TwitterAds | Confidential
#Couchgating
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KFC Colonel @kfc_colonelRT @sirslimealot: I ATE THE BONES! #KFC vine.co/v/b3b0xQ57nP6
Tuesday, September 24, 13
@TwitterAds | Confidential
#Couchgating
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KFC Colonel @kfc_colonelRT @sirslimealot: I ATE THE BONES! #KFC vine.co/v/b3b0xQ57nP6
KFC Colonel @kfc_colonelRT @tdotbizness: #iatethebones #kfc #howto eat the bones #vineportraits of a bone eater #favthings vine.co/b9jlgHKuVHq
Tuesday, September 24, 13
@TwitterAds | Confidential
#Couchgating
32
KFC Colonel @kfc_colonelRT @sirslimealot: I ATE THE BONES! #KFC vine.co/v/b3b0xQ57nP6
KFC Colonel @kfc_colonelRT @tdotbizness: #iatethebones #kfc #howto eat the bones #vineportraits of a bone eater #favthings vine.co/b9jlgHKuVHq
KFC Colonel @kfc_colonelRT @sirslimealot: I ATE THE BONES! #KFC vine.co/v/b3b0xQ57nP6
Tuesday, September 24, 13
@TwitterAds | Confidential
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
Tuesday, September 24, 13
Data reveal the WHO, WHEN, WHAT
for marketing moments
Tuesday, September 24, 13
Simple ad products
Tuesday, September 24, 13
Grow reach and engagement with Promoted Tweets
Scale your audience with Promoted Accounts
Drive mass awareness with Promoted Trends
Simple ad products
Tuesday, September 24, 13
Powerful data
Look-a-likes
Location
Followers
Device
TV ads
Search
Keywords Interests
Gender
Tuesday, September 24, 13
Introducing Molly
Tuesday, September 24, 13
Tuesday, September 24, 13
So excited about college but could use some help with tuition! #needascholarship
Tuesday, September 24, 13
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
Tuesday, September 24, 13
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
Tuesday, September 24, 13
Molly Lerner @mollylerner Pumped to start @DeVryUniv in the fall! Going to spend the summer learning something new :)
Tuesday, September 24, 13
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
Tuesday, September 24, 13
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
Tuesday, September 24, 13
@TwitterAds | Confidential
Plan for the moment
Tuesday, September 24, 13
@TwitterAds | Confidential
moments #Everyday
Tuesday, September 24, 13
@TwitterAds | Confidential
moments #Live
Tuesday, September 24, 13
@TwitterAds | Confidential
moments #Connected
Tuesday, September 24, 13
@TwitterAds | Confidential
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
Tuesday, September 24, 13
@TwitterAds | Confidential
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
Tuesday, September 24, 13