Ryan Ginsberg | Building Community Through Twitter

Twitter, Inc. | Confidential

Thursday, November 14, 13

@TwitterAds | Confidential

Life is a series of “now” moments

#SKYWIRE GENERATED 1M TWEETS

Live, Public, Conversational

TWITTER IS

@TwitterAds | Confidential 12

Participate in the conversationInfluence consumers attitudes and behaviors

75% access Twitter via mobile

13 Source: Twitter Internal July, 2013

230M active users

500 million Tweets every day

Millions of moments to engage

How can you plan for the moment?

Plan for everyday moments

#hungry

WED SATFRITUE THU SUNMON

VOLUME OF CONVERSATION

“run”VOLUME OF CONVERSATION

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“run”VOLUME OF CONVERSATION

MON TUE WED THU FRI SAT SUN

“tired”VOLUME OF CONVERSATION

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

Highlighting cool product features

Every holiday is a moment to connect

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

Plan for cultural moments

#WinTheMoment | Twitter Confidential

Twitter Inc. | @TwitterAds

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

Promoted by Oreo

Tweets

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

Plan for Live moments

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

adidasfootball@adidasfootball

Scenario Planning

@TwitterUK

#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

Highlighting cool product features

Inspirational Moments

Plan connected moments

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

mobile users

Tweet about the show they are watching

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

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

mobile users

Use Twitter in front of the TV at home

Twitter, Inc. | Confidential 50

Twitter drives the online TV conversation

Of the public conversation around TV is taking place on Twitter

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

@TwitterAdsUK

#Hashtags drive action

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

Baileys US@BaileysOriginal

#Recommendations

LISTEN AND RESPOND TO CHATTER

PR0VIDE VALUE WITH ALWAYS-ON CONTENT

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

SET TARGET OBJECTIVES

GROW YOUR FOLLOWER BASE

CONNECT CROSS-PLATFORM CONVERSATION

BREAK THROUGH THE CLUTTER

Promotion drives reach & acceleration

Twitter Internal, UK campaigns Q3 2012

Organic campaign Paid campaign

THESOURCE

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

Plan for the moment

moments #Everyday

moments #Live

moments #Connected

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

@rorysutherland

#thankyou

@rygins

Ryan Ginsberg | Building Community Through Twitter

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