Twitter's Samir Bhana: Real time marketing in the moment

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Samir Bhana takes a look at how organisations use Twitter to market in the moment by planning campaigns or reacting to real time events.

Marketing Technology Business

#MARKETING IN THE
MOMENT
@sambhana
Sales Manager, Twitter UK

255 MILLION+
active global users
Source | Twitter Internal, 2014

15 MILLION+
UK users
Source | Twitter Internal, 2014

1 BILLION moments to
engage every 2 days  
Source | Twitter Internal, 2014

80%  
 
source: Twitter Internal Jan 2014: UK user deep dive, Nielsen Q4 2014
use a mobile device
to access Twitter

What happens in the real
world happens on Twitter  
Source | Twitter Internal, 2014

Planned
Unplanned
Always on Event
EVERYDAY CAMPAIGN
LIVEREACTIVE

People share Summer moments
everyday on Twitter

Holiday makers take Twitter with them
9/10
users are
planning to go on
holiday this
summer
95%access Twitter via a
mobile device
2/3Use Twitter while on
holiday
71%Tweet about their holiday
while they
are away
Research Now Twitter Holiday Research 2014 surveyed 1,000 Twitter active users in the UK

57%
stay in contact with
people they know
How holiday makers stay connected
1 in 4
look for local restaurant
recommendations
46%
look for local information
1 in 7
look for special
deals while on holiday
1 in 2
use Twitter to stay on
top of the news
46%
Tweet their
holiday photos
!
1 in 4
get transport/
travel updates
!
Research Now Twitter Holiday Research 2014 surveyed 1,000 Twitter active users in the UK

Everyday holiday moments
Holiday/Travel avg 310k mentions / week

VOLUME OF CONVERSATION
WED SATFRITUE THU SUNMON
Everyday shopping moments
Shopping avg 120k mentions / week
Topsy Pro: UK Shopping mentions (various) from May 1 - Sept 31 2013

Everyday social moments
VOLUME OF CONVERSATION
WED SATFRITUE THU SUNMON
Pub avg 120k mentions / week
Topsy Pro: UK Social mentions (various) from May 1 - Sept 31 2013

Tommy Hilﬁger drives awareness of its summer
collection

56.5m
impressions
8.6%
engagement rate
at peak

Sport thrives on Twitter
Twitter UK | Source | Twitter Internal, Jan 2014
8.4m+
UEFA Champions League 2014 during the ﬁnal
5.7m+
Wimbledon 2013
150m+
World Cup 2014 overall tournament so far
40m+
Sochi 2014 during the games

There will be high interest live moments
Tour De France 
July 5
F1 Silverstone 
July 6
FA Premier League 
Aug 16
Brasil 2014
World Cup Final 
July 12
Commonwealth 
Games 2014 
July 23 - Aug 3
Ryder Cup 
Sept 23 - Sept 28
US Open 
Aug 25
FA Community
Shield
Aug 10
Wimbledon
Now

Twitter's Samir Bhana: Real time marketing in the moment

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Twitter's Samir Bhana: Real time marketing in the moment

1. #MARKETING IN THE MOMENT @sambhana Sales Manager, Twitter UK

2. Twitter is the live medium

3. 255 MILLION+ active global users Source | Twitter Internal, 2014

4. 15 MILLION+ UK users Source | Twitter Internal, 2014

5. 1 BILLION moments to engage every 2 days   Source | Twitter Internal, 2014

6. 80%     source: Twitter Internal Jan 2014: UK user deep dive, Nielsen Q4 2014 use a mobile device to access Twitter 

7. What happens in the real world happens on Twitter   Source | Twitter Internal, 2014

8. #ENG

10.

11.

12.

13. Plan for the moments relevant to you and your audience Planned Unplanned Always on Event EVERYDAY CAMPAIGN LIVEREACTIVE The everyday moments shared with regular & predictable rhythm. The brand moments you are creating as part of your marketing plans. The unpredictable moments you can react to. The live moments that create high interest.

14. Planned Unplanned Always on Event EVERYDAY CAMPAIGN LIVEREACTIVE

15. People share Summer moments everyday on Twitter

16. Holiday makers take Twitter with them 9/10 users are planning to go on holiday this summer 95%access Twitter via a mobile device 2/3Use Twitter while on holiday 71%Tweet about their holiday while they are away Research Now Twitter Holiday Research 2014 surveyed 1,000 Twitter active users in the UK

17. 57% stay in contact with people they know How holiday makers stay connected 1 in 4 look for local restaurant recommendations 46% look for local information 1 in 7 look for special deals while on holiday 1 in 2 use Twitter to stay on top of the news 46% Tweet their holiday photos ! 1 in 4 get transport/ travel updates ! Research Now Twitter Holiday Research 2014 surveyed 1,000 Twitter active users in the UK

18. Everyday holiday moments Holiday/Travel avg 310k mentions / week

19. Everyday holiday moments

20. VOLUME OF CONVERSATION WED SATFRITUE THU SUNMON Everyday shopping moments Shopping avg 120k mentions / week Topsy Pro: UK Shopping mentions (various) from May 1 - Sept 31 2013

21. Everyday shopping moments

22. Everyday social moments VOLUME OF CONVERSATION WED SATFRITUE THU SUNMON Pub avg 120k mentions / week Topsy Pro: UK Social mentions (various) from May 1 - Sept 31 2013

23. Everyday social moments

24. Planned Unplanned Always on Event EVERYDAY CAMPAIGN LIVEREACTIVE

25. Tommy Hilﬁger drives awareness of its summer collection

26. #GoneSurﬁng

27.

28. 56.5m impressions 8.6% engagement rate at peak

29. Planned Unplanned Always on Event EVERYDAY CAMPAIGN LIVEREACTIVE

30. Be prepared for the unexpected

31. Planned Unplanned Always on Event EVERYDAY CAMPAIGN LIVEREACTIVE

32. Sport thrives on Twitter Twitter UK | Source | Twitter Internal, Jan 2014 8.4m+ UEFA Champions League 2014 during the ﬁnal 5.7m+ Wimbledon 2013 150m+ World Cup 2014 overall tournament so far 40m+ Sochi 2014 during the games

33.

34. 3.2M+ TWEETS

35.

36.

37.

38. This was also a key moment for brands

39.

40.

41. There will be high interest live moments Tour De France  July 5 F1 Silverstone  July 6 FA Premier League  Aug 16 Brasil 2014 World Cup Final  July 12 Commonwealth  Games 2014  July 23 - Aug 3 Ryder Cup  Sept 23 - Sept 28 US Open  Aug 25 FA Community Shield Aug 10 Wimbledon Now

Twitter's Samir Bhana: Real time marketing in the moment

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