1) Twitter provides brands opportunities to connect with customers and influence conversations by promoting accounts, tweets, and trends.
2) Promoted accounts allow brands to add advocates and influencers to scale their follower base. Promoted tweets help amplify conversations and raise awareness. Promoted trends drive buzz and engagement by seizing moments to seed conversations.
3) Analytics from promoted campaigns provide insights into follower demographics and interests as well as performance metrics to gauge engagement.
2. How Twitter Works @joedoe Handle Who I Follow My Followers Suggested Accounts To Follow Trending Topics Timeline
3. Anatomy of a Tweet profile picture handle Tweet copy time posted Favorite - Retweet - Reply link to website/video/photo Promoted icon
4. Twitter terminology 1 Timeline – chronologic presentation of all the tweets from users that I follow on Twitter 2 Followers – users that follow ME on Twitter 3 Hashtag – “ # ” 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
8. Twitter growth 400M+ Unique Visitors / Month 100M+ Active Users 250M+ Tweets per day 2006 2012 2009
9. Billions of Tweets served 1,000,000,000 Then: 3 years, 2 months, 1 day Now: 4.5 days
10. Twitter is mobile 57% of active users utilize Twitter on a mobile device 16% of new Twitter users start on a mobile device
11. Millions of ways to use Twitter 60% Tweet Producers 40% Tweet Consumers Listen @Reply Retweet Listen Tweet
12. Twitter users are opinion leaders * Exact Target / CoTweet - June 2010 ‡ Pew Research Center - June 2011 SOURCES:
13. Top Tweet producers Politcal Leaders 100% of Presidential candidates are on Twitter Athletes 90% of NBA basketball players are on Twitter Humanitarians 99% of America ’ s top 200 non-profits are on Twitter TV Shows 100% of the top 50 Nielsen-rated TV shows are on Twitter Entertainers 90% of the Billboard Top 100 are on Twitter
21. 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
22. Scale your followers in the Who to follow module add advocates | enrich conversations | grow incremental earned media Promoted Accounts
23. Geo-targeting by DMA also available for local and regional campaigns In timelines to followers or lookalikes In search at the top of the results page Targeting options Promoted Tweets
24. In timelines to your followers and your follower look-a-likes expand reach | distribute your best content | maximize engagement Promoted Tweets
25. In search results capture explicit intent | deliver in real-time | block the competition Promoted Tweets
26. Accelerate awareness of your message seize the moment | seed conversation | generate buzz Promoted Trends
27. Accelerate awareness of your message seize the moment | seed conversation | generate buzz Promoted Trends
To get to our first 1B Tweets took 3 years, 2 months, and 1 day. Now we see 1B Tweets every 4.5 days.
Guess where all of those Tweets are coming from? Out of our 100MM active users 40% log in just to listen. The other 60% are tweeting, retweeting, @replying, etc. We think the 40% is a healthy number and goes to show the value of the platform as a place to find out about your interests - instantly.
Twitter users are politically-engaged influencers.
Among the Tweet producer group, there are several categories of what we call VIT ’ s that contribute content, and Twitter usage is well represented across all these groups. Many VIPs get onto Twitter because they can connect directly a fan or audience, etc. Brands have the exact same opportunity for connection. Brands being human and personal.
With iOS5, Twitter is now integrated at the Operating System level. You can turn on Twitter just like you turn on wireless! Sign in to your Twitter account once and then tweet with a single tap from Twitter-enabled apps, including Apple ’ s apps—Camera, Photos, Safari, Contacts, YouTube, and Maps. And developers of all of your favorite apps can easily take advantage of the single sign-on capability, letting you tweet directly from their apps too.
Our Promoted Tweets product is seeing on average 3-5% engagement in search and even higher when tied to a Promoted Trend. Engagement matters because it leads to outcomes, which we ’ ll cover in the case studies section
Use Twitter paid and organic products to connect the dots across your media mix and drive higher ROI across all of your media investments.
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