plan for the moment - #brightonseo
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@TwitterAds | Confidential
Plan for the Moment
@olisnoddySeptember 13, 2013
Tuesday, September 17, 13
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@TwitterAdsUK
the pulse of the planet
@TwitterAdsUK
Tuesday, September 17, 13
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@TwitterAdsUK
Barack Obama@BarackObama
Four more years.pic.twitter.com/bAJE6Vom
@TwitterAdsUK
Tuesday, September 17, 13
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@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
Tuesday, September 17, 13
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Labour Press Team@labourpress
Send out a search party - @LibDemPress haven’t tweeted since July 13th.
@TwitterAdsUK
Tuesday, September 17, 13
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Lib Dem Press Office@LibDemPress
@labourpress Sorry, we’ve been busy running the country. #Coalicious
Labour Press Team @labourpressSend out a search party - @LibDemPress haven’t tweeted since July 13th.
@TwitterAdsUK
Tuesday, September 17, 13
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@labourpress Sorry, we’ve been busy running the country. #Coalicious
Labour Press Team @labourpressSend out a search party - @LibDemPress haven’t tweeted since July 13th.
Lib Dem Press @LibDemPress
Labour Press Team@labourpress
@LibDemPress yes, that’s going well. Keep up the good work.
@TwitterAdsUK
Tuesday, September 17, 13
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JOSE MARIA@Josemalo76
@JoseantonioJun Hola José Antonio,tenemos farola sin tapa al alcance de niñosen C/Lince junto al contenedorpic.twitter.com/KpFxvpG3pz
Tuesday, September 17, 13
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Miguel Espigares@elgranespi
@JoseantonioJun @josemalo76Restituida la tapa de farola, gracias por el avisopic.twitter.com/OkavTbaPph
Tuesday, September 17, 13
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@TwitterAdsUK
1. more relevant2. a multiplier3. can be planned for
The moment...
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#hungry
Stanley Milgram (1933 - 1984)
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Number of People Looking Up
Probability of passersby
looking up
...who stop
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Number of People Looking Up
Probability of passersby
looking up
...who stop
Tuesday, September 17, 13
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Number of People Looking Up
Probability of passersby
looking up
...who stop
Tuesday, September 17, 13
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Number of People Looking Up
Probability of passersby
looking up
...who stop
Tuesday, September 17, 13
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Number of People Looking Up
Probability of passersby
looking up
...who stop
Tuesday, September 17, 13
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Number of People Looking Up
Probability of passersby
looking up
...who stop
Tuesday, September 17, 13
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Number of People Looking Up
Probability of passersby
looking up
...who stop
Tuesday, September 17, 13
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#hungry
Attention is steered by the visible crowd
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Live, Public, Conversational
TWITTER IS
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3.2M TWEETS in 12 HOURS
Source: Topsy Pro, 2013
Tuesday, September 17, 13
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3.2M TWEETS in 12 HOURS
Source: Topsy Pro, 2013
Tuesday, September 17, 13
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15M UK users
Tuesday, September 17, 13
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80% access Twitter via mobile
Tuesday, September 17, 13
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1 billion Tweets every 2 days
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Billions of moments to engage
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How can you plan for the moment?
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@TwitterAdsUK
Scenario Planning
EVERYDAY MOMENTS
LIVE MOMENTS
CONNECTED MOMENTS
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Plan for everyday moments
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#hungry
WED SATFRITUE THU SUNMON
VOLUME OF CONVERSATION
Source: Topsy Pro, 2013
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#hungry
WED SATFRITUE THU SUNMON
VOLUME OF CONVERSATION
Source: Topsy Pro, 2013
Tuesday, September 17, 13
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“run”VOLUME OF CONVERSATION
WED SATFRITUE THU SUNMON
Source: Topsy Pro, 2013
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“run”VOLUME OF CONVERSATION
WED SATFRITUE THU SUNMON
Source: Topsy Pro, 2013
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“shopping”
WED SATFRITUE THU SUNMON
VOLUME OF CONVERSATION
Source: Topsy Pro, 2013
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“shopping”
WED SATFRITUE THU SUNMON
VOLUME OF CONVERSATION
Source: Topsy Pro, 2013
Tuesday, September 17, 13
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Big, predictable moments every single day
Shopping Tesco
Source: Topsy Pro, 2013
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@TwitterAdsUK
Stripped screw? No problem, just use a rubber band. #lowesfixinsix #howto vine.co/v/bU61aqq2YOp
Lowe’s@Lowes
Vine @vineapp · Unfollow
Add value to everyday moments
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@TwitterAdsUK
Stripped screw? No problem, just use a rubber band. #lowesfixinsix #howto vine.co/v/bU61aqq2YOp
Lowe’s@Lowes
Vine @vineapp · Unfollow
Add value to everyday moments
Tuesday, September 17, 13
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@TwitterAdsUK
Stripped screw? No problem, just use a rubber band. #lowesfixinsix #howto vine.co/v/bU61aqq2YOp
Lowe’s@Lowes
Jamison Ernst @JamisonMernstMind blown. “ @Lowes: Stripped screw? No problem, just use a rubber band. #lowesfixinsix #howto vine.co/v/bU61aqq2YOp
Vine @vineapp · Unfollow
Add value to everyday moments
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@TwitterAdsUK
NatWest Help @NatWest_HelpCold in your student flat? DIY winter warmer #uniproof vine.co/v/hMFZhBnZ3Qa
Tweets
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#hungry
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#hungry
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#hungryMoments matter
Non-engaged userEngaged user
Purchase IntentBrand Favorability
+30%
+53%
Source: Nielsen Brand Effect for Twitter, March 2013
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Plan for live moments
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@TwitterAds | Confidential 45
Twelve months. One moment. All different - #allforthis #UCLFinale pic.twitter.com/4CGZeJC9CC
adidasfootball@adidasfootball
Key live moments can be planned for
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@TwitterAdsUK
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@TwitterAdsUK
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@TwitterAdsUK
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@TwitterAdsUK
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@TwitterAds | Confidential 50
NBA @NBAHow did that go in?!? Pondexter with crazy shot and foul! #NBARapidReplay #LiveMas - on.nba.com/Z7HypG
Promoted by NBA
Tweets
Twitter Amplify
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@TwitterAds | Confidential 50
NBA @NBAHow did that go in?!? Pondexter with crazy shot and foul! #NBARapidReplay #LiveMas - on.nba.com/Z7HypG
Promoted by NBA
Tweets
Twitter Amplify
Tuesday, September 17, 13
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Plan connected moments
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@TwitterAdsUK
Optimise your TV ads
It seems while I’ve been away a pony has been moonwalking youtu.be/Ekro5T9Iaio #DancePonyDance
Clare Balding@clarebalding
@TwitterAdsUK
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@TwitterAdsUK
Campaign coverage: 200k Tweets with OTS of 23mUNIQUE REACH (USERS)
DATE
0
6250000
12500000
18750000
25000000
1/3 2/3 3/3 4/3 5/3 6/3 7/3 8/3 9/3 10/3 11/3 12/3 13/3 14/3 15/3 16/3 17/3
25M
12.5M
source: Datasift, Colourtext 2013
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#hungryUtilise two screens
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#hungry
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#hungry
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Twitter, Inc. | Confidential
TV is more effective with Twitter
increase in purchase intent vs. TV alone
+58%increase in message association vs. TV
alone
+95%
Source: Nielsen Brand Effect for Twitter, March 2013
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@TwitterAds | Confidential
moments #Everyday
Tuesday, September 17, 13
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@TwitterAds | Confidential
moments #Live
Tuesday, September 17, 13
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@TwitterAds | Confidential
moments #Connected
Tuesday, September 17, 13
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@TwitterAds | Confidential
Plan for the moment
Tuesday, September 17, 13
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@TwitterAdsUK
1. more relevant2. a multiplier3. can be planned for
The moment...
Tuesday, September 17, 13
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Tuesday, September 17, 13
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166m Tweets of #MTVhottest
Tuesday, September 17, 13
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@TwitterAds | Confidential
@olisnoddySeptember 13, 2013
#ThankYou
Tuesday, September 17, 13