Some of the more successful use cases for Twitter presented by April Underwood, Director of Product during Social Data Week San Francisco.

1. @TwitterAds | Confidential
Plan For the Moment
Social Data Week | September 16, 2013
April Underwood @aunder
Tuesday, September 24, 13

2. @TwitterAds | Confidential 2
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3. @TwitterAds | Confidential 2
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4. @TwitterAds | Confidential 2
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5. @TwitterAds | Confidential 2
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6. Tuesday, September 24, 13

7. Tuesday, September 24, 13

8. @TwitterAds | Confidential
Life is a series of “now” moments
4
Tuesday, September 24, 13

9. @TwitterAds | Confidential
Life is a series of “now” moments
4
that happen with data
Tuesday, September 24, 13

10. Twitter is Live, Public, Conversational
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11. @TwitterAds | Confidential 6
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12. @TwitterAds | Confidential 6
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13. #SKYWIRE GENERATED 1,000,000 TWEETS
Tuesday, September 24, 13

14. Robert Flores
@RoFloESPN
#Skywire is a victory for courage, perseverance,
and dad jeans.
267
RETWEETS
124
FAVORITES
Tuesday, September 24, 13

15. Seth Meyers
@sethmeyers
Thank you, Jeansus. #Skywire
3,734
RETWEETS
1,713
FAVORITES
Tuesday, September 24, 13

16. Lee Jeans
@LeeJeans
Denim: preferred by cowboys, rockstars and
@NikWallenda #Skywire
32
RETWEETS
12
FAVORITES
Tuesday, September 24, 13

17. Tuesday, September 24, 13

18. Billions of moments to engage
Tuesday, September 24, 13

19. How can you plan for the moment?
Tuesday, September 24, 13

20. Plan for everyday moments
Tuesday, September 24, 13

21. @TwitterAds | Confidential
#hungry
WED SATFRITUE THU SUNMON
VOLUME OF CONVERSATION
14
Source: Twitter Internal July, 2013
Tuesday, September 24, 13

22. @TwitterAds | Confidential
#hungry
WED SATFRITUE THU SUNMON
VOLUME OF CONVERSATION
14
Source: Twitter Internal July, 2013
Tuesday, September 24, 13

23. @TwitterAds | Confidential
“run”
VOLUME OF CONVERSATION
WED SATFRITUE THU SUNMON
15
Source: Twitter Internal July, 2013
Tuesday, September 24, 13

24. @TwitterAds | Confidential
:00&
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“run”
VOLUME OF CONVERSATION
WED SATFRITUE THU SUNMON
15
Source: Twitter Internal July, 2013
Tuesday, September 24, 13

25. @TwitterAds | Confidential
MON TUE WED THU FRI SAT SUN
“tired”
VOLUME OF CONVERSATION
16
Source: Twitter Internal July, 2013
Tuesday, September 24, 13

26. @TwitterAds | Confidential
MON TUE WED THU FRI SAT SUN
“tired”
VOLUME OF CONVERSATION
16
Source: Twitter Internal July, 2013
Tuesday, September 24, 13

27. @TwitterAds | Confidential 17
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28. @TwitterAds | Confidential 17
Tuesday, September 24, 13

29. @TwitterAds | Confidential
Results for #WhyICantSleepAtNight
Related: #whyicantsleepatnight insomnia, #flipyourmorning, gnoooomes, hd...
zzzQuil @zzzQuil
Seriously, these tweets will still be here tomorrow. Let’s go
to bed together.
Promoted by zzzQuil
Top / All / TimelineTweets
Everyday moments
18
Tuesday, September 24, 13

30. @TwitterAds | Confidential
Moments matter
Non-engaged user
Engaged user
Purchase IntentBrand Favorability
+30%
+53%
Source: Nielsen Brand Effect for Twitter, March 2013
19
Tuesday, September 24, 13

31. Plan for live moments
Tuesday, September 24, 13

32. @TwitterAds | Confidential 21
Twelve months. One moment. All
different - #allforthis #UCLFinale
pic.twitter.com/4CGZeJC9CC
adidasfootball
@adidasfootball
Key “now” moments
can be planned for
Tuesday, September 24, 13

33. @TwitterAds | Confidential
0M
1M
2M
3M
06:00 12:00 18:00 24:00
22
And engaged at scale
6MTWEETS
Source: Twitter Internal May, 2013
Tuesday, September 24, 13

34. @TwitterAds | Confidential 23
Tuesday, September 24, 13

35. @TwitterAds | Confidential 23
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36. @TwitterAds | Confidential 24
So excited to introduce the newest
member of the Obama family -- our
puppy, Sunny! at.wh.gov/04DkW --mo
pic.twitter.com/KKO9NTmgha
FLOTUS
@FLOTUS
Live moments can
be planned for
Tuesday, September 24, 13

37. @TwitterAds | Confidential
Purina ONE Dog @PurinaONEdog
Only the finest of puppies eat Purina ONE Smart Blend - Healthy
Puppy Formula! #FLPOTUS pic.twitter.com/di239jc
Tweets
Tuesday, September 24, 13

38. @TwitterAds | Confidential
#hungry
Twitter connects and strengthens
sponsorships association
Source: Nielsen Brand Effect for Twitter, March 2013
Message association
Not exposed to Promoted Tweet Exposed to Promoted Tweet
+22%
26
Tuesday, September 24, 13

39. Plan connected moments
Tuesday, September 24, 13

40. @TwitterAds | Confidential
TV x Twitter
28
Tuesday, September 24, 13

41. @TwitterAds | Confidential 29
Tuesday, September 24, 13

42. @TwitterAds | Confidential 29
Tuesday, September 24, 13

43. @TwitterAds | Confidential 30
KFC Colonel @kfc_colonel
RT @rydogg23: KFC, if you have any interest for your next
commercial, I’m available #kfc #iatethebones vine.co/v/
bUzDvbPbQHB
Promoted by KFC Colonel
Tuesday, September 24, 13

44. @TwitterAds | Confidential 30
KFC Colonel @kfc_colonel
RT @rydogg23: KFC, if you have any interest for your next
commercial, I’m available #kfc #iatethebones vine.co/v/
bUzDvbPbQHB
Promoted by KFC Colonel
Tuesday, September 24, 13

45. @TwitterAds | Confidential 31
Tuesday, September 24, 13

46. @TwitterAds | Confidential
#Couchgating
32
KFC Colonel @kfc_colonel
RT @sirslimealot: I ATE THE BONES!
#KFC vine.co/v/b3b0xQ57nP6
Tuesday, September 24, 13

47. @TwitterAds | Confidential
#Couchgating
32
KFC Colonel @kfc_colonel
RT @sirslimealot: I ATE THE BONES!
#KFC vine.co/v/b3b0xQ57nP6
KFC Colonel @kfc_colonel
RT @tdotbizness: #iatethebones #kfc
#howto eat the bones #vineportraits
of a bone eater #favthings vine.co/
b9jlgHKuVHq
Tuesday, September 24, 13

48. @TwitterAds | Confidential
#Couchgating
32
KFC Colonel @kfc_colonel
RT @sirslimealot: I ATE THE BONES!
#KFC vine.co/v/b3b0xQ57nP6
KFC Colonel @kfc_colonel
RT @tdotbizness: #iatethebones #kfc
#howto eat the bones #vineportraits
of a bone eater #favthings vine.co/
b9jlgHKuVHq
KFC Colonel @kfc_colonel
RT @sirslimealot: I ATE THE BONES!
#KFC vine.co/v/b3b0xQ57nP6
Tuesday, September 24, 13

49. @TwitterAds | Confidential
TV is more effective with Twitter
+27%
increase in
engagement rates
+58%
higher purchase intent
+95%
stronger message
association
33
Source: Nielsen Brand Effect for Twitter, March 2013
Tuesday, September 24, 13

50. Data reveal the
WHO, WHEN, WHAT
for marketing moments
Tuesday, September 24, 13

51. Simple ad products
Tuesday, September 24, 13

52. Grow reach and engagement with Promoted Tweets
Scale your audience with Promoted Accounts
Drive mass awareness with Promoted Trends
Simple ad products
Tuesday, September 24, 13

53. Powerful data
Look-a-likes
Location
Followers
Device
TV ads
Search
Keywords Interests
Gender
Tuesday, September 24, 13

54. Introducing Molly
Tuesday, September 24, 13

55. Tuesday, September 24, 13

56. So excited about college but could use some help
with tuition! #needascholarship
Tuesday, September 24, 13

57. DeVry University @DeVryUniv
Apply to DeVry by Aug. 29th and
you could qualify for the Career
Catalyst Scholarship, up to
$20,000.
bit.ly/18YP0co
Promoted by DeVry University
Tuesday, September 24, 13

58. DeVry University @DeVryUniv
Apply to DeVry by Aug. 29th and
you could qualify for the Career
Catalyst Scholarship, up to
$20,000.
bit.ly/18YP0co
Promoted by DeVry University
Tuesday, September 24, 13

59. Molly Lerner @mollylerner
Pumped to start @DeVryUniv in the fall! Going to spend the
summer learning something new :)
Tuesday, September 24, 13

60. General Assembly
@GA
Learn to code your own prototypes
in our intensive 3-month web
development program in SF:
cards.twitter.com/cards/2tg4az/hl
Promoted by General Assembly
Molly Lerner
@mollylerner
m*****@gm***.com
Tuesday, September 24, 13

61. General Assembly
@GA
Learn to code your own prototypes
in our intensive 3-month web
development program in SF:
cards.twitter.com/cards/2tg4az/hl
Promoted by General Assembly
Molly Lerner
@mollylerner
m*****@gm***.com
Tuesday, September 24, 13

62. @TwitterAds | Confidential
Plan for the moment
Tuesday, September 24, 13

63. @TwitterAds | Confidential
moments#Everyday
Tuesday, September 24, 13

64. @TwitterAds | Confidential
moments#Live
Tuesday, September 24, 13

65. @TwitterAds | Confidential
moments#Connected
Tuesday, September 24, 13

66. @TwitterAds | Confidential
Image courtesy of AMC’s Mad Men
47
Brands don’t have target markets,
they have target moments.
Executive Creative Director and Vice-Chairman of OgilvyOne
Tuesday, September 24, 13

67. @TwitterAds | Confidential
Image courtesy of AMC’s Mad Men
47
Brands don’t have target markets,
they have target moments.
Social Data Week | September 16, 2013
April Underwood @aunder
#ThankYou
Executive Creative Director and Vice-Chairman of OgilvyOne
Tuesday, September 24, 13