seizing value during live moments on twitter
TRANSCRIPT
![Page 1: Seizing Value During Live Moments on Twitter](https://reader035.vdocument.in/reader035/viewer/2022070521/58ef44071a28abd9608b4647/html5/thumbnails/1.jpg)
Seizing Value During Live Moments on Twitter
November 15, 2016
![Page 2: Seizing Value During Live Moments on Twitter](https://reader035.vdocument.in/reader035/viewer/2022070521/58ef44071a28abd9608b4647/html5/thumbnails/2.jpg)
Today’s Speakers
Tommy FilipponeBrand PartnershipsTwitter
Jared SilvermanGlobal Associate Director Resolution Media
Aaron GoldmanChief Marketing Officer4C
@TFil @Silverman_Jared @AaronGoldman
![Page 3: Seizing Value During Live Moments on Twitter](https://reader035.vdocument.in/reader035/viewer/2022070521/58ef44071a28abd9608b4647/html5/thumbnails/3.jpg)
Twitter Trends
![Page 4: Seizing Value During Live Moments on Twitter](https://reader035.vdocument.in/reader035/viewer/2022070521/58ef44071a28abd9608b4647/html5/thumbnails/4.jpg)
Election Insights
![Page 5: Seizing Value During Live Moments on Twitter](https://reader035.vdocument.in/reader035/viewer/2022070521/58ef44071a28abd9608b4647/html5/thumbnails/5.jpg)
PROPRIETARY AND CONFIDENTIAL ©4C INSIGHTS, INC. PAGE
1.5 BillionSOCIAL MEDIA USERS
25,000ENTITIES
250,000INTEREST CATEGORIES
50,000BRANDS
41LANGUAGES
World’s largest social affinity database
5
![Page 6: Seizing Value During Live Moments on Twitter](https://reader035.vdocument.in/reader035/viewer/2022070521/58ef44071a28abd9608b4647/html5/thumbnails/6.jpg)
6Proprietary and confidential. ©2016 4C Insights, Inc.
![Page 7: Seizing Value During Live Moments on Twitter](https://reader035.vdocument.in/reader035/viewer/2022070521/58ef44071a28abd9608b4647/html5/thumbnails/7.jpg)
The Social CampaignPOSITIVE SENTIMENT AND ENGAGEMENT
ON SOCIAL MEDIA DURING THE CAMPAIGN
![Page 8: Seizing Value During Live Moments on Twitter](https://reader035.vdocument.in/reader035/viewer/2022070521/58ef44071a28abd9608b4647/html5/thumbnails/8.jpg)
Election Night EngagementPOSITIVE SENTIMENT AND ENGAGMENTON SOCIAL MEDIA ON ELECTION NIGHT
![Page 9: Seizing Value During Live Moments on Twitter](https://reader035.vdocument.in/reader035/viewer/2022070521/58ef44071a28abd9608b4647/html5/thumbnails/9.jpg)
Too little too late?#IMSTILLWITHHER #STAYINLINE
#HESNOTMYPRESIDENT #NOTMYPRESIDENT
HASHTAGS ON TWITTER DURING ELECTION NIGHT
![Page 10: Seizing Value During Live Moments on Twitter](https://reader035.vdocument.in/reader035/viewer/2022070521/58ef44071a28abd9608b4647/html5/thumbnails/10.jpg)
SAP Live Business + NBA Under Armour Campaign
![Page 11: Seizing Value During Live Moments on Twitter](https://reader035.vdocument.in/reader035/viewer/2022070521/58ef44071a28abd9608b4647/html5/thumbnails/11.jpg)
Proprietary and confidential. ©2016 4C Insights, Inc.
The Brief:Change perception that SAP is an ERP/manufacturing-focused only solution that is too complex and expensive
Position SAP as the technology partner for businesses to create value and win in the digital economy. The campaign will represent our vision of a seamless digital business that enables our customers to sense, respond, learn, adapt, and predict…run simple.
SUMMARY OF TASK
Drive Awareness & Purchase Consideration
BUSINESSOBJECTIVES
Business leaders - CEOs and their executive LOB teams
AUDIENCE
Increase brand awareness and drive an increase in traffic to campaign landing page.
MARKETING &MEDIA OBJECTIVES
Q2-Q4 2016
TIMING
![Page 12: Seizing Value During Live Moments on Twitter](https://reader035.vdocument.in/reader035/viewer/2022070521/58ef44071a28abd9608b4647/html5/thumbnails/12.jpg)
Provide Coverage Across 4 Social Core PlatformsThe Strategy:Join live conversation streams on social platforms to tell the Live Business story
Deploy detailed targeting strategy to reach key audiences
Support sponsorships when applicable
Capitalize on storytelling by expanding impact placements
Trial new offerings to further enhance social connection
Increase video presence across social channels
![Page 13: Seizing Value During Live Moments on Twitter](https://reader035.vdocument.in/reader035/viewer/2022070521/58ef44071a28abd9608b4647/html5/thumbnails/13.jpg)
13
Key Execution:Capitalizing on Live Moments in NBA Finals
Deliver Promoted Tweets
Leverage Co-Branded Creative
Trigger Ads
4C Technology
![Page 14: Seizing Value During Live Moments on Twitter](https://reader035.vdocument.in/reader035/viewer/2022070521/58ef44071a28abd9608b4647/html5/thumbnails/14.jpg)
The Results:Social media performance exceeded all benchmarks
Extended reach and engagement of the Under Armour video via paid social
amplifications
15.2M impressions, 5.1M+ video views and 34% View Rate (13% greater than Twitter’s benchmark)
SAP’s Twitter Amplify NBA “Performance of the Night” sponsorship received 4X the impression volume
of the NBA organic tweets
Ads on Twitter that were triggered with 4C Sport Sync achieved 56% lower Cost Per Interaction while
achieving a 13% higher Interaction Rate
![Page 15: Seizing Value During Live Moments on Twitter](https://reader035.vdocument.in/reader035/viewer/2022070521/58ef44071a28abd9608b4647/html5/thumbnails/15.jpg)
15Proprietary and confidential. ©2016 4C Insights, Inc.
Critical to Success:Agency collaboration and strong partnerships
![Page 16: Seizing Value During Live Moments on Twitter](https://reader035.vdocument.in/reader035/viewer/2022070521/58ef44071a28abd9608b4647/html5/thumbnails/16.jpg)
Questions?
![Page 17: Seizing Value During Live Moments on Twitter](https://reader035.vdocument.in/reader035/viewer/2022070521/58ef44071a28abd9608b4647/html5/thumbnails/17.jpg)
Tweet Us
Tommy FilipponeBrand PartnershipsTwitter
Jared SilvermanGlobal Associate Director Resolution Media
Aaron GoldmanChief Marketing Officer4C
@TFil @Silverman_Jared @AaronGoldman