Chase oppfor brands_11.1.11_condensed

@TwitterAds | Confidential

Twitter & The Opportunity for BrandsDavid Borstein

Twitter, Inc.

[email protected]

347.269.3173

@davidborstein


@joedoe Handle

Who I Follow

My Followers

SuggestedAccounts ToFollow

Trending Topics

Timeline

How Twitter Works

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Anatomy of a Tweetprofile picture handle

Tweet copy

time posted

Favorite - Retweet - Reply

link to website/video/photo

Promoted icon

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1 Timeline – chronologic presentation of all the tweets from users that I follow on Twitter

2 Followers – users that follow ME on Twitter

3Hashtag – “# ” followed by a word or phrase, added to a Tweet to make it easier to find thru a search

4 Re-tweet – forwarding a Tweet in my timeline to my followers

5 @Reply – a Tweet directed at a specific user

Twitter terminology

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Our Mission

Instantly connectpeople everywhereto what’s most meaningful to them


digitalmedia

sportsrunning

My Job

Cleveland

brands

music

Twitter Is About Interests


Twitter is Realtime

8,898 Tweets Per Second


400M+Unique Visitors / Month

100M+Active Users

250M+Tweets per day

Twitter growth

2006 20122009

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Billions of Tweets served

1,000,000,000Then: 3 years, 2 months, 1 day

Now: 4.5 days

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57%of active users utilize Twitter on a mobile device

16%of new Twitter users start on a mobile device

Twitter is mobile

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Millions of ways to use Twitter

60%Tweet Producers

40%Tweet Consumers

Listen@Reply Retweet Listen Tweet

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* Exact Target / CoTweet - June 2010‡ Pew Research Center - June 2011

SOURCES:

Twitter users are opinion leaders

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Top Tweet producersPolitcal Leaders100% of Presidential candidates are on Twitter

Athletes90% of NBA basketball players are on Twitter

Humanitarians99% of America’s top 200 non-profits are on Twitter

TV Shows100% of the top 50 Nielsen-rated TV shows are on Twitter

Entertainers90% of the Billboard Top 100 are on Twitter

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New At Twitter

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iOS5 integration

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The iOS5 integration UI

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A richer media experience

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Promoted Products for Politics

- Political Ads Launch - DC - based team established- Political ads identifiable by the

purple check - Mouse-over web-based units for

customizable disclaimer language

September 21, 2011

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Media Products

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3-5% Twitter

Engagement matters

.05% Standard Display

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1. Scale your followers using

Promoted Accounts to add more advocates and influencers

2. Amplify conversations through

Promoted Tweets for authentic word-of-mouth interaction

3. Ramp awareness with

Promoted Trends that drive buzz and engagement

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Scale your followers in the Who to follow module

add advocates | enrich conversations | grow incremental earned media

Promoted Accounts

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Geo-targeting by DMA also available for local and regional campaigns

In timelines to followers or lookalikes

In searchat the top of the results page

Targeting options

Promoted Tweets

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In timelines to your followers and your follower look-a-likes

expand reach | distribute your best content | maximize engagement

Promoted Tweets

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In search results

capture explicit intent | deliver in real-time | block the competition

Promoted Tweets

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Accelerate awareness of your message

seize the moment | seed conversation | generate buzz

Promoted Trends

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Accelerate awareness of your message

seize the moment | seed conversation | generate buzz

Promoted Trends

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Sentiment analysisAnalyze the conversation, quantify positive sentiment and intentSee how your campaign shifts attitudes Identify the proportion of conversation related to YOU and your campaign

On every U.S. Promoted TrendA sentiment analysis report with before and after comparisons is available as value add for each Promoted Trend

Trusted 3rd-partyBest-in-class partner Crimson Hexagon provides human and algorithmic analysis based on the entire Twitter data set

Promoted Trends

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Combine paid & ownedMaximize earned media

Searchfocus reach

@replies & Retweets

engage followers

Promoted Trendsaccelerate engagement

Promoted Tweets amplify conversations

Promoted Accounts scale your followers

Organic Tweetsdraw attention

Maximize earned media

through Twitter’s

ecosystemProfile Page

create a presence

Organic Followers add audience

#YourBrandHashtagorganize content

t.coLink

Referraldrive traffic

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Case Study & Best Practices

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@TwitterAds | Confidential 31

Best Practices:1. Charity – Virgin America

2. Flock to Unlock – Bonobos Jeans

3. Video – Magnum ICE


#FlyFwdGiveBack

driving commercial Transactions

4th largest sales day in VA’s history!


Flock to Unlock


Video: Magnum Ice Cream


A few tips for successStep One: Promoted Accounts - Build your base of supporters

Step Two: Promoted Tweets in Search - Control the message when users look for you, your competitors or key issues

Step Three: Promoted Tweets to Followers - Drive contributions, petitions, turn out and engagement from your loyal base of supporters

Step Four: Promoted Tweets to Lookalikes - Raise awareness, respond to breaking news and grow support by targeting new audiences

Step Five: Promoted Trends - Own the discussion surrounding key campaign events

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Analytics

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Who are yourfollowers and whendid you get them?

Promoted Accounts

See when your existing followers started following you

See where your followers are from by country and state, and dive into each

Discover their top interests Gender

Gain insight into the accounts you share most followers with

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Promoted TweetsPromoted Tweet and Timeline Activity dashboards

Check out individual Tweet and overall campaign performance

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Promoted TrendsTools to gauge engagement and performance

Everything you want to know about Trend performance can be found on the Trends Dashboard

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Thanks

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David Borstein

Twitter, Inc.

[email protected]

347.269.3173

@davidborstein

Chase oppfor brands_11.1.11_condensed

Economy & Finance

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