Ryan Ginsberg | Building Community Through Twitter
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Transcript of Ryan Ginsberg | Building Community Through Twitter
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Twitter, Inc. | Confidential
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@TwitterAds | Confidential
Life is a series of “now” moments
3
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#SKYWIRE GENERATED 1M TWEETS
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Live, Public, Conversational
TWITTER IS
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@TwitterAds | Confidential 12
Participate in the conversationInfluence consumers attitudes and behaviors
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@TwitterAds | Confidential
75% access Twitter via mobile
13 Source: Twitter Internal July, 2013
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@TwitterAds | Confidential
230M active users
14 Source: Twitter Internal July, 2013
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@TwitterAds | Confidential
500 million Tweets every day
15 Source: Twitter Internal July, 2013
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Millions of moments to engage
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How can you plan for the moment?
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Plan for everyday moments
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@TwitterAds | Confidential
#hungry
WED SATFRITUE THU SUNMON
VOLUME OF CONVERSATION
19 Source: Twitter Internal July, 2013
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“run”VOLUME OF CONVERSATION
WED SATFRITUE THU SUNMON
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“run”VOLUME OF CONVERSATION
WED SATFRITUE THU SUNMON
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@TwitterAds | Confidential
MON TUE WED THU FRI SAT SUN
“tired”VOLUME OF CONVERSATION
21 Source: Twitter Internal July, 2013
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@TwitterAds | Confidential
22
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@TwitterAds | Confidential
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
23
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Highlighting cool product features
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@TwitterAds | Confidential
27
Every holiday is a moment to connect
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@TwitterAds | Confidential
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
28
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Plan for cultural moments
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@TwitterAds | Confidential 32
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#WinTheMoment | Twitter Confidential
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#WinTheMoment | Twitter Confidential
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#WinTheMoment | Twitter Confidential
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Twitter Inc. | @TwitterAds
Oreo Cookie @OreoWARNING: Shark sighted. Dunk at own risk. #dailytwist pic.twitter.com/nEM1g7kv
Promoted by Oreo
Tweets
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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
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Plan for Live moments
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@TwitterAds | Confidential
39
Twelve months. One moment. All different - #allforthis #UCLFinale pic.twitter.com/4CGZeJC9CC
adidasfootball@adidasfootball
Scenario Planning
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@TwitterUK
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#SMWF | @ShaneSteele
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#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
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Text
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Highlighting cool product features
Inspirational Moments
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Plan connected moments
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Twitter, Inc. | Confidential
0K
175K
350K
525K
700K
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
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Twitter, Inc. | Confidential
33%
mobile users
Tweet about the show they are watching
I learn all my negotiation techniques from watching @SharkTankABC! Love watching @mcuban #sharktank
49
Source: Nielsen State of the Media: The Nielsen Cross-Platform Report Jan ’12
66%
mobile users
Use Twitter in front of the TV at home
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Twitter, Inc. | Confidential 50
Twitter drives the online TV conversation
95 %
Of the public conversation around TV is taking place on Twitter
Source: Bluefin US 2012 (top) and Compete US 2012 (middle, bottom)
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@TwitterAds | Confidential 52
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@TwitterAdsUK
#Hashtags drive action
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@TwitterAds | Confidential
In honor of the ultimate #Oscars2013 #girlsnight we put together our own musical number:
Baileys US@BaileysOriginal
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@TwitterAds | Confidential
#Recommendations
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LISTEN AND RESPOND TO CHATTER
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PR0VIDE VALUE WITH ALWAYS-ON CONTENT
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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
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SET TARGET OBJECTIVES
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GROW YOUR FOLLOWER BASE
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Twitter, Inc. | Confidential
62
CONNECT CROSS-PLATFORM CONVERSATION
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Twitter, Inc. | Confidential
63
BREAK THROUGH THE CLUTTER
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@TwitterAds | Confidential
Promotion drives reach & acceleration
Twitter Internal, UK campaigns Q3 2012
Organic campaign Paid campaign
THESOURCE
64
10-15% of followers will see a brand’s organic tweet
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@TwitterAds | Confidential
Plan for the moment
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@TwitterAds | Confidential
moments #Everyday
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@TwitterAds | Confidential
moments #Live
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@TwitterAds | Confidential
moments #Connected
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Brands don’t have target markets, they have target moments.59 characters
@rorysutherland
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#thankyou
@rygins
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