Post on 08-May-2015
GLOBAL STORYTELLING: VIDEO THAT MOVES
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#FurtherFaster@TwitterAdsUK
@TwitterAdsUK
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Agenda
Lisa Burprich, Dare
Joe Koprowski, BMB
Mark Barlex, Editor - BBC Newswire
Pinot Ichwandardi & Ian Padgham, Vineographers
@TwitterAdsUK
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Oli Snoddy@olisnoddy
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@TwitterAdsUK
Video makes us feel
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@TwitterAdsUK
Video makes us think
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@TwitterAdsUK
1. Video distribution - reach2. Richer stories - social acceleration
Twitter can tell interactive, rich stories
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@TwitterAdsUK
Twitter is Live
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@TwitterAdsUK
Twitter is Public
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@TwitterAdsUK
Twitter is Mobile
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@TwitterAdsUK
Twitter is Conversational
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@TwitterAdsUK
Killer swan
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@TwitterAdsUK
Referendum?
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RICHER STORIES
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@TwitterAdsUK
Force = Mass X Acceleration
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@TwitterAdsUK
1. Events2. Memes3. ‘Viral’ videos4. Broadcast backchannel
Twitter helps tell different types of stories
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@TwitterAdsUK
1. As events unfold - social acceleration19:29
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@TwitterAdsUK
19:35
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@TwitterAdsUK
20:04
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@TwitterAdsUK
2. Where memes emerge - reach
29,900 Tweets and RTsTweet / RT ratio of 1:5
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@TwitterAdsUK
#RyanGoslingWontEatCereal
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@TwitterAdsUK
3. Where people enhance the story - social acceleration
58,571 Tweets and RTsTweet / RT ratio of 1:0.7
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@TwitterAdsUK
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@TwitterAdsUK
Strong emotional responseBelieved and found device credibleInternalised and personalised the messageTranscended advertising - movement
The video started a story
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4. The backchannel to broadcast
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4. The backchannel to broadcast
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15.4M impressions
3.2M uniques
(US only)
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Live
Reach
15.4M impressions
3.2M uniques
(US only)
Saturday, July 13, 13
@TwitterAdsUK
1. Video distribution - reach2. Richer stories - social acceleration
Twitter can tell interactive, rich stories
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INNOVATION
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@TwitterAdsUK
Vine
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Florida vs Louisville Highlight
ESPN Video: Jeff Driskel pass intercepted by Terell Floyd at the Fla 38, returned for 38 yards for the a TOUCHDOWN.
ESPN @espn Unfollow
395RETWEETS
126FAVORITES
Kids in their backyard football games dream of making plays like Terrell Floyd just did here es.pn/WfeiYh
Promoted by Ford Fusion
ESPN College Football@ESPNCFB
@TwitterAdsUK
Twitter Amplify
Saturday, July 13, 13
Florida vs Louisville Highlight
ESPN Video: Jeff Driskel pass intercepted by Terell Floyd at the Fla 38, returned for 38 yards for the a TOUCHDOWN.
ESPN @espn Unfollow
395RETWEETS
126FAVORITES
Kids in their backyard football games dream of making plays like Terrell Floyd just did here es.pn/WfeiYh
Promoted by Ford Fusion
ESPN College Football@ESPNCFB
@TwitterAdsUK
Twitter Amplify
Saturday, July 13, 13
Twitter, Inc. | Confidential
TV x Twitter
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Lisa Burprich @lbp
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BESPOKE BALLADS
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@joekoprowski@peterbrowse@calebaljorani
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AN EVER-CHANGING ONLINE MUSIC VIDEO
@calebaljorani @peterbrowse @joekoprowski
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OUR 6 MONTH ADVENTURE
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#DANCE
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#MOVE
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A STRANGE, EXOTIC AND UNCHARTED LAND
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Ships docking at the Isle of Vine -February 2013
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Other explorers were arriving.
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We had some thoughts:
Videos on Vine felt more disposable & experimental than other channels
Vine.co seemed to be serving up a continually unfolding and disrupting view of the world
What if the Vine story was not about 6 seconds? But in fact about a series of mini moments stitched together.
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"Code is a canvas, just like cinema or television. You can tell stories through it just like any other visual medium."
Chris Milk
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Idea: A Continuously evolving music video that matches hashtagged song lyrics to vine films
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PR- We planned to target two audiences.
The tech community Music promo community
Creating tweets and bios relevant to each audience.
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Learnings - from Vinetune
No just means not today - try again tomorrow.
Adapt:
No doesn't mean no:
Be Relevant:
Embrace scary things - in micro teams don’t be scared ofever shifting responsibilities.
Are you in a position to react to the story that is breaking in front of you?
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Mark Barlex@mark_barlex
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Vineographers@pinot & @origiful
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GLOBAL STORYTELLING: VIDEO THAT MOVES
Saturday, July 13, 13