Используйте моменты для соей компании уже сейчас

Transcript

1. Используйте моменты для своей компании уже сейчас #DCONF | 1

   июня 2015 Питер Гринбергер, Твиттер @PGREENBERGER

2. Присоединяйтесь к дискуссии Задавайте вопросы Задавайте вопросы, комментируйте, делайте фото

   #DCONF

3. Вам это пригодится 3. ТОТ #DCONF | 1 июня 2015

4. #Agenda Russia Success Stories Twitter in Russia Plan the Moment

   Twitter Today 1 2 3 4

5. Twitter Today 1 #Agenda

6. W H AT I S T W I T T

   E R ?

7. TWITTER IS THE BEST WAY TO CONNECT TO YOUR WORLD

8. Live Public Conversational Distributed

9. C O N F I D E N T I

   A L 170 THOUSANDS TOTAL TWEETS #ПРЯМАЯЛИНИЯ Sources | #ПРЯМАЯЛИНИЯ | 16 APRIL 2015

10. C O N F I D E N T I

    A L 400 THOUSANDS TOTAL TWEETS FROM RUSSIA 6M+ TOTAL TWEETS GLOBALLY #EUROVISON Sources | #EUROVISON 5/23/15 - TOPSY accesses on 5/24/15 #ЕВРОВИДЕНИЕ2015

11. Slide title Subtitle Body copy ACTIVE USERS 302+ MILLION 80%

    MOBILE 1B DEVICES BY MOPUB

12. v 1 BILLION IOS & ANDROID DEVICES 302M MONTHLY ACTIVE

    USERS 500M MONTHLY USERS A WIDE GLOBAL AUDIENCE CORE LOGGED OUT SYNDICATED

13. OF MOMENTS MATTER EVERY WEEK BILLIONS

14. MOMENTS THAT MATTER NATIONAL @MedvedevRussia Дмитрий Медведев Всем привет! Я

    в Твиттере и это мое6 первое сообщение!

15. MOMENTS THAT MATTER SPORTING @Shirokov15 Roman Shirokov С руководством @hcSKA

    на вчерашнем матче! Спасибо за свитера!

16. MOMENTS THAT MATTER NEWS

17. #Agenda Russia Success Stories Twitter in Russia Plan the Moment

    Twitter Today 1 2 3 4

18. Twitter in Russia 2 #Agenda

19. Twitter in Russia

20. 49% of Russian users visit Twitter everyday 3 in 10

    engage several times a day Source: TNS Twitter Consumer Survey - Russia, Dec 2014

21. 48% of Russian users follow brands/companies 74% of whom have

    never unfollowed a brand Source: TNS Twitter Consumer Survey - Russia, Dec 2014

22. 70% of Russian users recall seeing promoted content Source: TNS

    Twitter Consumer Survey - Russia, Dec 2014

23. TWITTER PERSONA Source: TNS Twitter Consumer Survey - Russia, Dec

    2014

24. VIDEO ON TWITTER

25. #RIF2015

26. Source | Flurry Analytics, comScore 100 120 140 160 180

    Q1 2012 Q1 2013 Q1 2014 Q3 2014 168 168 168 168 177 162 158 109 MOBILE TV TIME SPENT ON MOBILE HAS OVERTAKEN TV US DAILY AVERAGE (MIN)

27. OF TWITTER VIDEO VIEWS ARE ON MOBILE 90% Source |

    Twitter internal

28. WATCH VIDEO CONTENT ON TWITTER 82% OF TWITTER USERS And

    are 25% more likely to discover video first vs. the average consumer Source | Video Research, Research Now, US, Feb 2015

29. BRANDS CONSUMERS TALENT MORE MOMENTS ‘NOW’ MEDIA

30. None

31. C O N F I D E N T I

    A L LIVE ON PERISCOPE

32. TV x Twitter

33. @TwitterAdsUK | Confidential 33 @TwitterAds | Confidential 50% of Russian

    users use Twitter while watching TV 40% of all Twitter traffic around peak time is about TV >90% of online public conversations about TV happen on Twitter

34. Source: TNS Twitter Consumer Survey - Russia, Dec 2014 Twitter

    is a place for brand interaction with consumers watching TV Brands have an opportunity to interact with consumers across multiple platforms in a synergistic manner Searched on Twitter for a brand/product seen on TV ad Clicked on the show hashtag/ trend to see what others are tweeting about 60% 59%

35. Recent TV Integrations in Russia

36. VOTING CARD ON RENTV: HARRY PORTER VS. LORD OF THE

    RINGS Twitter, Inc. Confidential 2015

37. IMPRESSIVE RESULTS Twitter, Inc. Confidential 2015

38. RENTV #1 IN SOV FOR 2 WEEKENDS Twitter, Inc. Confidential

    2015 61K+ tweets

39. #Agenda Russia Success Stories Twitter in Russia Plan the Moment

    Twitter Today 1 2 3 4

40. Russia Success Stories 3 #Agenda

41. WE’RE LIVE IN RUSSIA

42. Httpool Official Partner in Russia Since November, 2014

43. Confidential APP INSTALLS

44. PROMOTED VIDEO Реклама от Тинькофф Страхование

45. PROMOTED TWEETS

46. PROMOTED TREND

47. #Agenda Russia Success Stories Twitter in Russia Plan the Moment

    Twitter Today 1 2 3 4

48. Plan the Moment 4 #Agenda

49. Plan for the expected Prepare for the unexpected Always on

    Event EVERYDAY CAMPAIGN LIVE REACTIVE MARKETING MOMENTS

50. Plan for the expected Prepare for the unexpected Always on

    Event EVERYDAY Target keywords to connect with everyday conversation

51. Confidential 51 EVERYDAY OPPORTUNITIES Mentions of ‘music’ on Twitter in

    Russia: Jan14-Jan15 400K 150K 0 100K 50K 8M mentions JAN 1 MAR 5 MAY 7 JUL 9 NOV 12 JAN 14 VOLUME OF CONVERSATION 250K Музыка 200K

52. Confidential 52 EVERYDAY OPPORTUNITIES Mentions of ‘health’ on Twitter in

    Russia: Jan14-Jan15 200K 0 150K 100K 50K 4M mentions JAN 1 MAR 5 MAY 7 JUL 9 NOV 12 JAN 14 VOLUME OF CONVERSATION Здоровье

53. VOLUME OF CONVERSATION: WEATHER WED SAT FRI TUE THU SUN

    MON Source | Twitter Internal Jan 2014 EVERYDAY CONVERSATION IS PREDICTABLE

54. VOLUME OF CONVERSATION: COMMUTE WED SAT FRI TUE THU SUN

    MON Source | Mentions of: “Commute”, “Commuter”, and “Commuting” EVERYDAY CONVERSATION IS PREDICTABLE

55. Source | Brilliant Noise, 2013 GETTAXI CONNECTS WITH THE EVERYDAY

    OPPURTUNITY THROUGH KEYWORD TARGETING GetTaxi is a travel app that uses Twitter to connect in real time with young urban professionals in New York City, London, Moscow and St. Petersburg Targeting strategy: keywords indicating travel intent + names of subway stations + airports + sporting events + concerts Knowing usersʼ travel intent allows @GetTaxi to target them with relevant offers. GetTaxiUK GetTaxi UK Public Transport driving you mad? Use GetTaxi instead, Londonʼs taxi app! 22 144 Reply More GetTaxi - The Taxi Booking App Install 5.0/5.0 stars - 10 ratings Promoted by GetTaxiUK

56. Research shows an always-on approach offers advantages over a purely

    campaign-focused strategy: 2.0x more mentions on Twitter 2.3x more Retweets 2.5x greater share of voice Source | Brilliant Noise, 2013 GETTAXI CONNECTS WITH THE EVERYDAY OPPURTUNITY THROUGH KEYWORD TARGETING GetTaxiUK GetTaxi UK Public Transport driving you mad? Use GetTaxi instead, Londonʼs taxi app! 22 144 Reply More GetTaxi - The Taxi Booking App Install 5.0/5.0 stars - 10 ratings Promoted by GetTaxiUK

57. Plan for the expected Prepare for the unexpected Always on

    Event CAMPAIGN Integrate Twitter into your planning to drive brand campaigns further, faster

58. CAMPAIGN HASHTAG #ATSTARBUCKS TIES
 TOGETHER THE GLOBAL CONVERSATION

59. LINKS IN COPY AND WEBSITE CARDS SEND
 USERS TO THE

    CAMPAIGN VIDEO

60. Plan for the expected Prepare for the unexpected Always on

    Event LIVE Be prepared to connect with event buzz in real time

61. Take advantage of your beta access 5% ER

62. Prepare relevant responses

63. Be targeted on your audience in time #RIF2015

64. Plan for the expected Prepare for the unexpected Always on

    Event REACTIVE If your team is prepared, you can react to the unexpected, on-brand

65. Source | Twitter Internal 285,000+ Tweets Soon after the launch

    of iPhone 6 came #bendgate

66. @SamsungMobile Samsung Mobile Curved. Not bent. #GALAXYNoteEdge @HTCUSA HTC USA

    Itʼs not the material. Itʼs what you do with it. #HTCOneM8 #bendgate @NokiaHomebase Nokia Deutschland Nicht mal auf Biegen und Brechen. #unBENDable #bendgate http://ow.ly/i/ BRANDS REACTED QUICKLY to this unexpected marketing moment

67. @KITKAT KITKAT We don't bend, we #break. #bendgate #iPhone6plus @Heineken_NL

    Heineken NL Dear Apple… #BendGate @CocaCola_GB Coca-Cola GB We've only ever had curves in all the right places #bendgate THE OPPORTUNITY WASN’T LIMITED TO APPLE’S COMPETITORS

68. HUGE STORIES BREAK ON TWITTER

69. W H AT C O L O R S A

    R E T H I S D R E S S ?
70. None

71. T W I T T E R ’ S I

    N F L U E N C E 975K+ Views The downstream from this tweet led to even more views on other platforms: 339K FB 217K Twitter 147K Dark Social 284K Other

72. #WinTheMoment @PGREENBERGER @EKOZLOV THANK YOU!

73. Используйте моменты для своей компании уже сейчас #DCONF | 1

    июня 2015 Питер Гринбергер, Твиттер @PGREENBERGER