Используйте моменты для соей компании уже сейчас

Питер Гринбергер

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
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 ?
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