SOCIAL COMMERCE @TWITTER: THE OPPORTUNITY IS ALWAYS ON

@suzanneekel, Head of Marketing Twitter Benelux

@TwitterAds | Confidential

LIVE PUBLIC

CONVERSATIONAL

SINCE 2006, IT HAPPENS HERE

@TwitterAds | Confidential 4

IT HAPPENS HERE

@TwitterAds | Confidential

SPORT IS HAPPENING NOW ON TWITTER#WORLDCUP2014: BRAZIL - CHILI

IT HAPPENS HERE

SPORTS

TECHNOLOGYBOOKS AND

COMICS

YOU

MUSIC

BUSINESS

MOVIES ANDTELEVISION

TRAVEL

FOOD AND DRINKSFASHION

POLITICSNEWS

TWITTER IS A BRIDGE BETWEEN YOUR WORLD AND THE WORLD

284MACTIVE USERS

500M TWEETS/DAY

80% MOBILE USERS

SOURCE | Twitter Internal

SOURCE | Twitter Internal

YOU DON’T HAVE TO TWEET

SOURCE | Twitter Internal

60% Doesn’tTweet

40% Tweet

follow brands on Twitter1 in 2

39% would like to receive promotions

48% want to be informed by brands and companies

SOURCE | Nielsen NL User Deep Dive 2014

Twitter NL Average NL

16-34 years

49%

36%

higher education

36%

30%

Dutch users are relatively young and highly educated

SOURCE | GWI Global Web Index Q1Q2 2014

54%

OF NL USERS USE TWITTER DAILY, OF WHICH 37% MULTIPLE TIMES

SOURCE | Nielsen NL User Deep Dive 2014

3 in 4 share the i r

op in ions wi th the i r network

2 in 3 are

interested in other cu l tures

9 in 10 want to stay

on top of the news

3 in 5 l i ke to

t ry new products

Influencers who love to explore and share

SOURCE | GWI Global Web Index Q1Q2 2014

Twitter is your companion throughout the consumer journey

Search Research Visit Buy Advocacy

1 in 3 uses Twit ter to d iscover

brands

1 in 4 have searched

for brand/product

informat ion onl ine

1 in 2 have v is i ted the webs i te of a brand

1 in 4 have bought the brand/

product

1 in 5 have Tweeted

about a pos i t ive

exper ience

Source : Nielsen NL User Deep Dive 2014

94%of Twitter users research,

search for or purchase products on their mobile

SOURCE | Mobile Clickstream Research, Retail, Nielsen, September 2013

56%are influenced by content on Twitter when buying

products or services

SOURCE | Nielsen Twitter Retail Path to Purchase, Q3 2013

31%Tweet about their recent purchases

SOURCE | Nielsen Twitter Consumer Survey, November 2013

Volu me o f conver sa t i on

SUN MON TUE WED THU FRI SAT

PREDICTABLE MOMENTS OF INTENT: “SHOPPING”

#hungry

WED SATFRITUE THU SUNMON

VOLUME OF CONVERSATION

SOURCE | Twitter Internal Q3 2013

@TwitterAds | Confidential

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#runningVOLUME OF CONVERSATION

WED SATFRITUE THU SUNMON

22SOURCE | Twitter Internal Q3 2013

EVERY TWEET, AND EVERY ENGAGEMENT, SENDS SIGNALS ABOUT USER INTEREST AND USER

INTENT

AWARENESS

INTEREST

CONSIDERATION

CONVERSION

LOYALTY

THE PURCHASE FUNNEL IS HAPPENING NOW ON TWITTER

AWARENESS

INTEREST

CONSIDERATION

CONVERSION

LOYALTY

THE PURCHASE FUNNEL IS HAPPENING NOW ON TWITTER

AWARENESS

INTEREST

CONSIDERATION

CONVERSION

LOYALTY

THE PURCHASE FUNNEL IS HAPPENING NOW ON TWITTER

AWARENESS

INTEREST

CONSIDERATION

CONVERSION

LOYALTY

THE PURCHASE FUNNEL IS HAPPENING NOW ON TWITTER

AWARENESS

INTEREST

CONSIDERATION

CONVERSION

LOYALTY

THE PURCHASE FUNNEL IS HAPPENING NOW ON TWITTER

IS HAPPENING NOW

ON TWITTER

THEPURCHASE

FUNNEL

You can’t keep your brand out of the ongoing conversation. It’s already there.

J O I N T H E C O N V E R S AT I O N

“Silence is not an option”

C O N F I D E N T I A L

W E N DY C L A R K S V P,

A REAL-TIME OPPORTUNITY FOR BRAND RELEVANCE

RIGHT CONTENT RIGHT MOMENT RIGHT AUDIENCE

GREAT CONTENT = EFFECTIVE ADVERTISING

PROMOTED PRODUCTS = INCREASED RESULTS

PROMOTED TWEET

PROMOTED ACCOUNT

PROMOTED TREND

#FestadellaRepubblica#VoglioUnaRepubblica#songsfromthecouchZiall o ZiamYou&I-One Direction#convocati#skywweShazamSpagna

#Vans

Ray-Ban @ray_ban

P R O M O T E D P R O D U C T S

P R O M O T E D T W E E T

P R O M O T E D A C C O U N T

Ray-Ban @ray_banGenuine Since 1937

Ray-Ban

P R O M O T E D T R E N D

#RayBanRewindPromoted by Ray-Ban

Followers Look-a-likes Interests Keywords Search

TV Tailored audiences

Overlay with

MobileGenderLocation Language

TARGET THE RIGHT PROSPECTS

Re-market to users with

high intent on desktop or mobile

Emails Device IDs Phone numbers

CRM

Specific Twitter user segmentsTwitter ID

Users who visited your website Web

TAILORED AUDIENCES: LISTS

Define what you want to achieve, to select the right Twitter product for the job

KNOW YOUR GOALS

Choose the right solution to drive response.

The Website Card showcases your content and drives traffic with a strong call-to-action

DRIVE WEBSITE CLICKS OR CONVERSIONS

Example objective: Grow an online audience in advance of a sporting event by driving website traffic.

Targeting strategy: keywordsScores Fixtures Team names Player names

Tracking solution:

Online conversion tracking: Site visits

0.3% OF URL CLICKS CONVERTED TO

SALES

7x LOWER

COST PER ORDER

€0,17 COST PER CLICK

EUROCAMP RETARGETS WEB VISITORS TO INCREASE HOLIDAY PACKAGE SALES

[RESULTS WITH RETARGETING]

Website card - Direct online sales - maandelijks@STAATSLOTERIJ - #WK2014

Website card - Direct online sales - campagneperiode & event

65% van max eCPA

@GREETZ - #MOEDERDAG

The Lead Generation Card lets users easily provide you with their details

GENERATE LEADS ON TWITTER

Example objective: Grow email contact database in advance of a major campaign.

Targeting strategy: Tailored audiences

Target users who have previously visited your site, showing interest in your brand.

Data integration:

Integrate data directly into a CRM database or download your list from the Twitter Ads platform.

1.3K+ LEADS

CONCERN WORLDWIDE GENERATES LEADS, DRIVES SUPPORT

-65% CPL VS OTHER

CHANNELS

52% FOLLOW-UP EMAIL OPEN

RATE

Lead gen card - winactie & campagne #zininzon met aanbiedingen@ARKE - #ZININZON

1. Homepage leave 2. Boeking done 3. Funnel exit

@ARKE - RETARGETING SITE BEZOEKERS

With Mobile App Promotion, the Image App Card gives users a frictionless path to installation or engagement

DRIVE APP INSTALLS OR ENGAGEMENTS

Example objective: Drive awareness and downloads of a new game.

Targeting strategy: Mobile

Segment audiences by device, operating system or wifi connection.

Conversion measurement:

Mobile measurement partners offer easy access to conversion metrics.

Promoted Video attracts viewers with one-click full-screen playback

DRIVE VIDEO VIEWS

Example objective: Drive views of video content that extends your TV ad campaign.

Targeting strategy: TV

Target users who have watched the shows during which your ads air.

Analytics:Robust video analytics include completion percentage and a breakout of organic vs. paid video views.

@WEHKAMP

OFFERSB E TA T E S T I N G

CONVERSION REPORTING -> OPTIMIZATION

See impression and engagement volume, spend and total conversions on a campaign and Tweet level

Understand the full conversion impact of impressions and engagements

# O N E M O R E T W E E T

Awareness

Opinion

Consideration

Preference

Purchase

CONDENSING THE PURCHASE FUNNEL

Awareness

Opinion

Consideration

Preference

Purchase

CONDENSING THE PURCHASE FUNNEL

BUY NOWB E TA T E S T I N G

T U R N C O N V E R S AT I O N S I N T O T R A N S A C T I O N S

#THANKYOU @SUZANNEEKEL