1. @TwitterAds | Confidential
Plan for the Moment
@olisnoddy
September 13, 2013
Tuesday, September 17, 13

2. @TwitterAdsUK
the pulse of the planet
@TwitterAdsUK
Tuesday, September 17, 13

3. @TwitterAdsUK
Barack Obama
@BarackObama
Four more years.
pic.twitter.com/bAJE6Vom
@TwitterAdsUK
Tuesday, September 17, 13

4. @TwitterAdsUK
David Whitehouse
@d_whitehouse
Lance Armstrong should be applauded for
being able to ride a bike so well on drugs. I
tried it once. Hit a dog and fell into a canal.
10,496
RETWEETS
2,229
FAVORITES
4:17 PM - 18 Jan 13
@TwitterAdsUK
Tuesday, September 17, 13

5. Labour Press Team
@labourpress
Send out a search party - @LibDemPress
haven’t tweeted since July 13th.
@TwitterAdsUK
Tuesday, September 17, 13

6. Lib Dem Press Office
@LibDemPress
@labourpress Sorry, we’ve been busy
running the country. #Coalicious
Labour Press Team @labourpress
Send out a search party - @LibDemPress haven’t
tweeted since July 13th.
@TwitterAdsUK
Tuesday, September 17, 13

7. @labourpress Sorry, we’ve been busy running the
country. #Coalicious
Labour Press Team @labourpress
Send out a search party - @LibDemPress haven’t
tweeted since July 13th.
Lib Dem Press @LibDemPress
Labour Press Team
@labourpress
@LibDemPress yes, that’s going well. Keep
up the good work.
@TwitterAdsUK
Tuesday, September 17, 13

8. Tuesday, September 17, 13

9. JOSE MARIA
@Josemalo76
@JoseantonioJun Hola José Antonio,
tenemos farola sin tapa al alcance de niños
en C/Lince junto al contenedor
pic.twitter.com/KpFxvpG3pz
Tuesday, September 17, 13

10. Tuesday, September 17, 13

11. Miguel Espigares
@elgranespi
@JoseantonioJun @josemalo76
Restituida la tapa de farola, gracias por el aviso
pic.twitter.com/OkavTbaPph
Tuesday, September 17, 13

12. @TwitterAdsUK
1. more relevant
2. a multiplier
3. can be planned for
The moment...
Tuesday, September 17, 13

13. #hungry
Stanley Milgram (1933 - 1984)
Tuesday, September 17, 13

14. Number of People Looking Up
Probability
of passersby
looking up
...who stop
Tuesday, September 17, 13

15. Number of People Looking Up
Probability
of passersby
looking up
...who stop
Tuesday, September 17, 13

16. Number of People Looking Up
Probability
of passersby
looking up
...who stop
Tuesday, September 17, 13

17. Number of People Looking Up
Probability
of passersby
looking up
...who stop
Tuesday, September 17, 13

18. Number of People Looking Up
Probability
of passersby
looking up
...who stop
Tuesday, September 17, 13

19. Number of People Looking Up
Probability
of passersby
looking up
...who stop
Tuesday, September 17, 13

20. Number of People Looking Up
Probability
of passersby
looking up
...who stop
Tuesday, September 17, 13

21. #hungry
Attention is steered by the
visible crowd
Tuesday, September 17, 13

22. Live, Public, Conversational
TWITTER IS
Tuesday, September 17, 13

23. Tuesday, September 17, 13

24. 3.2M TWEETS in 12 HOURS
Source: Topsy Pro, 2013
Tuesday, September 17, 13

25. 3.2M TWEETS in 12 HOURS
Source: Topsy Pro, 2013
Tuesday, September 17, 13

26. Tuesday, September 17, 13

27. Tuesday, September 17, 13

28. Tuesday, September 17, 13

29. Tuesday, September 17, 13

30. Tuesday, September 17, 13

31. Tuesday, September 17, 13

32. Tuesday, September 17, 13

33. Tuesday, September 17, 13

34. 15M UK users
Tuesday, September 17, 13

35. 80% access Twitter via mobile
Tuesday, September 17, 13

36. 1 billion Tweets every 2 days
Tuesday, September 17, 13

37. Billions of moments to engage
Tuesday, September 17, 13

38. How can you plan for the moment?
Tuesday, September 17, 13

39. @TwitterAdsUK
Scenario
Planning
EVERYDAY MOMENTS
LIVE
MOMENTS
CONNECTED
MOMENTS
Tuesday, September 17, 13

40. Plan for everyday moments
Tuesday, September 17, 13

41. #hungry
WED SATFRITUE THU SUNMON
VOLUME OF CONVERSATION
Source: Topsy Pro, 2013
Tuesday, September 17, 13

42. #hungry
WED SATFRITUE THU SUNMON
VOLUME OF CONVERSATION
Source: Topsy Pro, 2013
Tuesday, September 17, 13

43. “run”
VOLUME OF CONVERSATION
WED SATFRITUE THU SUNMON
Source: Topsy Pro, 2013
Tuesday, September 17, 13

44. :00&
:00&
:00&
:00&
:00&
:00&
:00&
:00&
:00&
:00&
:00&
:00&
:00&
:00&
:00&
:00&
:00&
:00&
:00&
:00&
:00&
:00&
:00&
:00&
:00&
:00&
:00&
:00&
:00&
:00&
:00&
:00&
:00&
:00&
:00&
:00&
:00&
:00&
:00&
:00&
:00&
:00&
“run”
VOLUME OF CONVERSATION
WED SATFRITUE THU SUNMON
Source: Topsy Pro, 2013
Tuesday, September 17, 13

45. “shopping”
WED SATFRITUE THU SUNMON
VOLUME OF CONVERSATION
Source: Topsy Pro, 2013
Tuesday, September 17, 13

46. “shopping”
WED SATFRITUE THU SUNMON
VOLUME OF CONVERSATION
Source: Topsy Pro, 2013
Tuesday, September 17, 13

47. Tuesday, September 17, 13

48. Big, predictable moments every single day
Shopping Tesco
Source: Topsy Pro, 2013
Tuesday, September 17, 13

49. @TwitterAdsUK
Stripped screw? No problem, just use a
rubber band. #lowesfixinsix #howto
vine.co/v/bU61aqq2YOp
Lowe’s
@Lowes
Vine @vineapp · Unfollow
Add value to
everyday moments
Tuesday, September 17, 13

50. @TwitterAdsUK
Stripped screw? No problem, just use a
rubber band. #lowesfixinsix #howto
vine.co/v/bU61aqq2YOp
Lowe’s
@Lowes
Vine @vineapp · Unfollow
Add value to
everyday moments
Tuesday, September 17, 13

51. @TwitterAdsUK
Stripped screw? No problem, just use a
rubber band. #lowesfixinsix #howto
vine.co/v/bU61aqq2YOp
Lowe’s
@Lowes
Jamison Ernst @JamisonMernst
Mind 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
Tuesday, September 17, 13

52. @TwitterAdsUK
NatWest Help@NatWest_Help
Cold in your student flat? DIY winter warmer #uniproof
vine.co/v/hMFZhBnZ3Qa
Tweets
Tuesday, September 17, 13

53. #hungry
Tuesday, September 17, 13

54. #hungry
Tuesday, September 17, 13

55. #hungry
Moments matter
Non-engaged user
Engaged user
Purchase IntentBrand Favorability
+30%
+53%
Source: Nielsen Brand Effect for Twitter, March 2013
Tuesday, September 17, 13

56. Plan for live moments
Tuesday, September 17, 13

57. @TwitterAds | Confidential 45
Twelve months. One moment. All
different - #allforthis #UCLFinale
pic.twitter.com/4CGZeJC9CC
adidasfootball
@adidasfootball
Key live moments
can be planned for
Tuesday, September 17, 13

58. @TwitterAdsUK
Tuesday, September 17, 13

59. @TwitterAdsUK
Tuesday, September 17, 13

60. @TwitterAdsUK
Tuesday, September 17, 13

61. @TwitterAdsUK
Tuesday, September 17, 13

62. @TwitterAds | Confidential 50
NBA @NBA
How did that go in?!? Pondexter with crazy shot and foul!
#NBARapidReplay #LiveMas - on.nba.com/Z7HypG
Promoted by NBA
Tweets
Twitter Amplify
Tuesday, September 17, 13

63. @TwitterAds | Confidential 50
NBA @NBA
How did that go in?!? Pondexter with crazy shot and foul!
#NBARapidReplay #LiveMas - on.nba.com/Z7HypG
Promoted by NBA
Tweets
Twitter Amplify
Tuesday, September 17, 13

64. Plan connected moments
Tuesday, September 17, 13

65. Tuesday, September 17, 13

66. Tuesday, September 17, 13

67. Tuesday, September 17, 13

68. Tuesday, September 17, 13

69. Tuesday, September 17, 13

70. @TwitterAdsUK
Optimise your TV ads
It seems while I’ve been away a pony has
been moonwalking youtu.be/Ekro5T9Iaio
#DancePonyDance
Clare Balding
@clarebalding
@TwitterAdsUK
Tuesday, September 17, 13

71. @TwitterAdsUK
Campaign coverage: 200k Tweets with OTS of 23m
UNIQUE REACH (USERS)
DATE
0
6250000
12500000
18750000
25000000
1/3 2/3 3/3 4/3 5/3 6/3 7/3 8/3 9/3 10/3 11/3 12/3 13/3 14/3 15/3 16/3 17/3
25M
12.5M
source: Datasift, Colourtext 2013
Tuesday, September 17, 13

72. #hungryUtilise two screens
Tuesday, September 17, 13

73. #hungry
Tuesday, September 17, 13

74. #hungry
Tuesday, September 17, 13

75. Twitter, Inc. | Confidential
TV is more effective with Twitter
increase in purchase
intent vs. TV alone
+58%
increase in message
association vs. TV
alone
+95%
Source: Nielsen Brand Effect for Twitter, March 2013
Tuesday, September 17, 13

76. @TwitterAds | Confidential
moments#Everyday
Tuesday, September 17, 13

77. @TwitterAds | Confidential
moments#Live
Tuesday, September 17, 13

78. @TwitterAds | Confidential
moments#Connected
Tuesday, September 17, 13

79. @TwitterAds | Confidential
Plan for the moment
Tuesday, September 17, 13

80. @TwitterAdsUK
1. more relevant
2. a multiplier
3. can be planned for
The moment...
Tuesday, September 17, 13

81. Tuesday, September 17, 13

82. 166m Tweets of #MTVhottest
Tuesday, September 17, 13

83. @TwitterAds | Confidential
@olisnoddy
September 13, 2013
#ThankYou
Tuesday, September 17, 13