2 benjamin ampen - twitter mena - the power of now - mashup mena conference

#tmkme2@joell

THE POWER OF

@bampen

#MASHUPMENA

LIVE

Twitter is a live platform

PUBLIC

Tweets flow freely

CONVERSATIONAL

Twitter connects everyone

EVERYWHERE

Twitter lives everywhere

#MASHUPMENA

#ISTANDWITHAHMED

#MASHUPMENA

How can you connect with your consumers in a mobile first world?

#MASHUPMENA

THE EXPECTATION OF

#MASHUPMENA

SOURCE | Kleiner Perkins Internet Trends, 2015

150 TIMESCONSUMERS UNLOCK THEIR PHONES EVERY DAY

#MASHUPMENA

8 SECONDS

SOURCE | Microsoft research, May 2015

#MASHUPMENA

8 SECONDSTHE HUMAN ATTENTION SPAN

SOURCE | Microsoft research, May 2015

#MASHUPMENA

6,000

Tweets per second

SOURCE | Twitter Internal Data, 2015

#MASHUPMENA

40 yearsof video watched daily

SOURCE | Twitter Internal Data, 2015

#MAYPAC

2.7BN IMPRESSIONS

Source: Twitter Internal Data, 2015

EXCITEMENT IN THE #NOW@FLOYDMAYWEATHER

@MANNYPACQUIAO

#MASHUPMENA

THE ONLY DAYPART IS

#MASHUPMENA

Reaching fragmented audiences

Connecting with rich experiences

Understanding the new purchase funnel

BIGGEST CHALLENGES TODAY

#MASHUPMENA

What if you could easilylive on mobile?

reachpeople

#MASHUPMENA

live reach

#MASHUPMENA

What if you could be morerelevant, all day, everyday ?

#MASHUPMENA

everyday relevance

#MASHUPMENA

What if you could deliver engagingexperiences on mobile?content

#MASHUPMENA

engaging content

#MASHUPMENA

LIVE Reach

#MASHUPMENA

#MASHUPMENA

Tweet views about #FIFAWWC on and off Twitter

9BNof Tweets came from

a mobile device

89%

Source: Twitter Internal Data, 2015; Nielsen Social, July 2015#MASHUPMENA

Source: Twitter Internal Data, 2015#MASHUPMENA

#ARABSGOTTALENT #ARABIDOL #STARACARABIA

#MASHUPMENA

27 RETWEETS 73 FAVORITES

The #Avengers have officially assembled on Twitter. Watch the #AgeOfUltron trailer:

The Avengers @Avengers

3,320 RETWEETS 4,318 FAVORITES

Promoted

Brands can create live reach

#MASHUPMENA

LIVE REACH BUILDS MOMENTUM ON TWITTER

0

15M

30M

60M

MAR 4 MAR 7

45M

Cumulative Impressions


LIVE REACH BUILDS MOMENTUM ON TWITTER

0

15M

30M

60M

MAR 4 MAR 7

45M

Cumulative Impressions

views in 24 hours, 500M in total

32Mof Tweet views were from original Tweets vs. RT’s

80%


6 LANGUAGES:

• ENGLISH• SPANISH• PORTUGESE• FRENCH• RUSSIAN• ITALIAN

14 MARKETS: • US• AUS• UK• INDONESIA• PHILIPPINES• CANADA• INDIA• RUSSIA• FRANCE• BELGIUM• BRAZIL• SPAIN• LATAM• ITALY

#MASHUPMENA

Samsung Australia @SamsungAU“We’ll always have Paris” Photo by @garypeppergirl at #PFW Get ready to fall in love with the #NoteEdge #cuttingedge

Promoted

31 135

Taco Bell @tacobellLess drama. More Taco Bell.

Spotify @SpotifyOh AND.. I finished school last week.. & I know I never post on

4.8K 4.5K

Starbucks @StarbucksPay, earn stars, get free drinks…with your phone.

Promoted

1,746 9,723

Starbucks17 ratings

Mindy Kaling @mindykalingOne napkin is a joke

Kylie Jenner @KylieJennerOh AND.. I finished school last week.. & I know I never post on

848 1.8K

Exclusive targeting signals1

The best reach in mobile

Uniquely powerful creative

2

3

MEETING PEOPLE WHERE THEY SPEND THEIR DAY

#InsideOut @PixarInsideOutWatch a sneak peek of #InsideOut before it comes to theaters June 19th! di.sn/6001CzO7

Promoted

256 656

KATY PERRY @katyperryFACT: moms love chai!

Fallon Tonight @FallonTonightOh AND.. I finished school last week.. & I know I never post on

7K 15K

TWITTER AUDIENCE PLATFORM

#InsideOut @PixarInsideOutWatch a sneak peek of #InsideOut before it comes to theaters June 19th! di.sn/6001CzO7

Promoted

256 656

KATY PERRY @katyperryFACT: moms love chai!

Fallon Tonight @FallonTonightOh AND.. I finished school last week.. & I know I never post on

7K 15K

#MASHUPMENA

#MASHUPMENA

100%+boost in Reach

#MASHUPMENA

EVERYDAY Relevance

#MASHUPMENA

ACTIVE SOCIALITELoves meeting new people

and socializing with her friends

#MASHUPMENA

OFFICE PROFESSIONAL

Loves networking and building his career

#MASHUPMENA

CONSCIENTIOUS MOTHER

Loves trying new activities with her young children

#MASHUPMENA

#MASHUPMENA

Matt Buckland @ElSatanico

Karma - the guy who pushed past me on the tube and then suggested I go F myself just arrived for his interview...with me...

22K 13K

#MASHUPMENA

#MASHUPMENA

THE MOST POWERFUL TARGETING SIGNALS

Events Media IntentInterests

#MASHUPMENA

IntentInterests

EVENT TARGETING

TV TARGETING

Events Media

#MASHUPMENA

BET AWARDS

THE VOICE

GLASTONBURY FESTIVAL

MNET ASIAN MUSIC AWARDS TAYLOR SWIFT “1989”

BILLBOARD MUSIC AWARDS THE BRIT AWARDS

OSHEAGA MUSIC FESTIVALCOACHELLA VALLEY MUSIC AND ARTS FESTIVAL

PARTICIPATE IN TELEVISION AND CULTURAL EVENTS

#MASHUPMENA

MUSIC EVENTS

JUN 2014

MAY 2015

JUL 2014

AUG 2014

SEP 2014

OCT 2014

NOV 2014

DEC 2014

JAN 2015

FEB 2015

MAR 2015

APR 2015

MNET ASIAN MUSIC AWARDS3.1M TWEETS/DAY

GRAMMYS9.8M TWEETS/DAY

BILLBOARD MUSIC AWARDS3.5M TWEETS/DAY

SOURCE | Twitter Internal, 2015

MUSIC EVENTS (72M TWEETS)

Twee

ts/D

ay

12M

9M

6M

3M

GLASTONBURY MUSIC FESTIVAL398K TWEETS/DAY

THE VOICE FINALE196K TWEETS/DAY

#MASHUPMENA

EVERYDAY MUSIC


EVERYDAY MUSIC (1.05B TWEETS)

Twee

ts/D

ay

JUN 2014

MAY 2015

JUL 2014

AUG 2014

SEP 2014

OCT 2014

NOV 2014

DEC 2014

JAN 2015

FEB 2015

MAR 2015

APR 2015

12M

9M

6M

3M

1BN+ TWEETS

#MASHUPMENA

THE MOST POWERFUL TARGETING SIGNALS

MediaEvents IntentInterests

AaKEYWORD

TARGETINGINTEREST

TARGETING

#MASHUPMENA

FOLLOWS AND TWEETS TELL US A LOT

Enjoying the beauty of #Yosemite after hiking to Glacier Point. Amazing view of Half Dome. Perfect OSX name.

2,181 3,527

Interested in history and music Active and likes to hike

#MASHUPMENA

FAVORITES ARE POWERFUL TOO

Early adopter interested in tech

Sports fan who likes Duke basketball

Dannii @GoogleKnowsUs

This made me very happy @tim_cook @TfL

1 7

Duke Basketball @dukeblueplanet

Coach K was lone college hoops coach among Top 25 most influential people in college sports in recent CBS survey

167 310

#MASHUPMENA

You can learn a ton about Tim Cook just by looking at his favorited tweets read.bi/1O8R4j1

7 4

BI Tech @SAI

“We've rounded upsome of Tim Cook'sfavoritedyou a better idea of

Apple's CEOabout. ”

tweets to give

what cares___

ONLY TWITTER PROVIDES THESE INSIGHTS

#MASHUPMENA

#MASHUPMENA

TWEETS ABOUT COFFEE

Twee

ts/H

our


COFFEE(2M TWEETS OVER 24 HOURS)

32K

24K

16K

8K

6AM 6PM12AM 12PM 11PM

#MASHUPMENA

TWEETS ABOUT COFFEE

Twee

ts/H

our


40K

30K

20K

10K

MON FRI SAT

COFFEE(15M TWEETS OVER 7 DAYS)

TUES WED THURS SUN

#MASHUPMENA

TWEETS ABOUT COFFEE

Twee

ts/H

our


32K

24K

16K

8K

APR APR APR

COFFEE (60M TWEETS OVER 30 DAYS)

#MASHUPMENA

PARTICIPATE AROUND INTERESTS AND CONVERSATIONS

FOOD & SNACKS

ENTERTAINMENT

COOKING

FASHION FITNESS

CARS SPORTS

GAMINGMUSIC

#MASHUPMENA

@MAGGIArabiaMAGGI Arabia

#MASHUPMENA

Sharing a @CocaCola down by the lake. How are you going to #ShareaCoke? #sp

Cody Johns@Cody

Vine

My salsa dancing kitten Celebrating National Tortilla Chip Day! #PringlesAirDip

Zach King@FinalCutKing

Vine

EVERYDAY DRIVES IMPACT

22% Lower average CPM

2.6X Greater SOV

1.5-2X Sales lift*

*CPG categorySOURCE | Twitter Internal Data, 2015; Brilliant Noise, 2014; Oracle Datalogix CPG Norms

#MASHUPMENA

PREDICTABLE & POWERFULEveryday moments on Twitter are like the sun.

#MASHUPMENA

ENGAGING Content

#MASHUPMENA

VIDEO ON TWITTER DRIVES DEEP ENGAGEMENT

+63%favorability

TWITTER LIVE VIDEO; VIDEO VIEWED LATER VS. ONLINE VIDEO NORMS

SOURCE | Twitter Live Video Research, Neuro Insight, 2015

+45%engagement

90% mobile viewership

THE HIGHEST QUALITY ENGAGEMENT

UberFacts @UberFacts

Goosebumps @GoosebumpsMovie

Koi fish can live for centuries. One lived to be 226-years-old.

Huffington Post @HuffingtonPostKylie and Kendall Jenner and the Nobel Peace Prize winner are all on TIME's Most Influential Teens

841 2K

Do you dare to release the Goosebumps trailer? Tweet using #UnlockGoosebumps and the creatures will come to life…

140 140

Unlock TrailerPromoted by

100%viewability,

minimum of 3 secs

MAXIMISE CONTENT FROM

YOUR BRAND AMBASSADORS

DISTRIBUTE YOUR VIDEO

CONTENT

Promoted by Samsung Middle East

Promoted by Dubizzle

#MASHUPMENA

DEEPER EMOTIONAL IMPACT

It’s time to show the world that doing things #LikeAGirl means strong, talented and downright amazing.

Always@Always

4 RETWEETS 3 FAVORITES

Promoted

#MASHUPMENA

It’s ti

me

to s

how

the

wor

ld th

at

doing

thing

s #L

ikeAG

irl m

eans

st

rong

, tale

nted

and

dow

nrig

ht

amaz

ing.

Alw

ays

@Al

way

s

4 RE

TWEE

TS 3

FAV

ORI

TES

Prom

oted

DEEPER EMOTIONAL IMPACT

A CONVERSATION THAT BUILDS MOMENTUM

A Path Appears @APathAppears

Jen Welter makes history as @NFL's first female coach! bit.ly/1Kvk8mW #NoCeilings #LikeAGirl

22 18

Sarah Richardson @Sarahbezeee

Beautiful hike to #windcavetunnels today with this sweet little girl. She pushed me to the top! #LikeAGirl 💛💪

2

#MASHUPMENA

Those engaging with video Promoted Tweets vs. non-engages

SOURCE | Twitter Brand Effect Measurement Norms, 2015

ENGAGING WITH VIDEO ON TWITTER IS MORE POWERFUL

campaign awareness

+40%purchase

intent

+44%

#MASHUPMENA

Source | NeuroResearch at Twitter, Neuro-Insight, 2014

Sense of personal relevance

+51%

SOURCE | Twitter Vertical Profile, Millward Brown, 2014, Primary vertical targets* Compared to average of all 6 social networks measured (Twitter, Instagram, Facebook, Pinterest, Vine & Tumblr)

POWERS THE PURCHASE FUNNEL

125AWARENESS

132INTERACTION

168ENGAGEMENT

111PURCHASE

151ADVOCACY

LIVE Reach

EVERYDAYRelevance

ENGAGINGContent

Lexy Dermenjian @mugwumpter

To 🐝, or not to 🐝: that is the question… To take 💪 against a 🌊 of troubles, and by opposing, end them? To 💀, to 😴.

#MASHUPMENA

#tmkme2@joell

THE POWER OF

@bampen

#MASHUPMENA

C O N F I D E N T I A LSource | Datalogix analysis of 25 CPG campaigns on Twitter 12/12-1/14

WEEK

FORTUNE 500 NORMS

ORGANIC TWEETS

PROMOTE TWEETS

1

10

3Source | SocialCode, December 2014

#MASHUPMENA

Mine everyday conversations

TIPS FOR EVERYDAY

Plan for evergreen content

Deliver to moments of receptivity

1

2

3

#MASHUPMENA

Mine everyday conversations

TIPS FOR EVERYDAY

Plan for evergreen content

Deliver to moments of receptivity

1

2

3

brand terms category conversations moments of intent

content series utility-based content affinity alignment

keyword targeting interest targeting @handle targeting

#MASHUPMENA

2 benjamin ampen - twitter mena - the power of now - mashup mena conference

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