SPORT 2.0

@SANNEKE HEAD OF MARKETING TWITTER BENELUX

TWITTER 10 WHERE ARE WE NOW?

320M LOGGED IN ACTIVE USERS

500M TWEETS/DAY

79% MOBILE USERS

SOURCE | Twitter Internal

7M

LOGGED OUT USERS IN NL

XXM MAU

X2

Discover the most relevant #Now content

LOGGED-OUT EXPERIENCE

20% OF DUTCH INTERNET USERS ACCESS TWITTER

SOURCE | comScore, Q3 2015, Netherlands & Nielsen Twitter Consumer Deep Dive Survey, June 2015, Netherlands

52% OF THOSE USE TWITTER EVERY DAY

+55% Y/Y INCREASE IN

AVERAGE VISIT DURATION

SOURCE | comScore, Q3 2015, Netherlands

SOURCE | Nielsen Twitter Consumer Deep Dive Survey, June 2015, Netherlands

WHO ARE DUTCH TWITTER USERS?

16-24 25-34 35-44 45-54 55-64

16%

11%

25%

17%

30%55%45%

90%

Gender

Marital StatusAge

Annual Household Income

Children In The House

Take Part In Shopping Decisions

Single 33%

Married 34%

In a relationship 28%

Divorced/ widowed 5%

Top 25%

Mid 50%

Bottom 25% 12%

19%

15% 3+

2

1

None 55%

13%

20%

13%

WHAT IS TWITTER? LIVE

PUBLIC CONVERSATIONAL

IF SOMETHING HAPPENS IN THE WORLD, IT HAPPENS ON TWITTER…

IF SOMETHING HAPPENS IN THE WORLD, IT HAPPENS ON TWITTER…

TWITTER IS YOUR

CONNECTIONTO YOUR WORLD

TWITTER CONNECTS

RECORD TWEETS/MINUTE

S P O R T X T W I T T E R

SOURCE | ………….

No.1 platform for real time updates and breaking news?

+2.3x

+80%

+3x

+3x

SOURCE | Research Now, Feb 2016, Netherlands

No.1 platform to connect with fans, experts, players and managers?

+10%

+50%

+50%

+75%

SOURCE | Research Now, Feb 2016, Netherlands

66%OF MOBILE USERS TWEET

WHILE WATCHING TV

Source | TV x Twitter, Cheat Sheet, Compete, 2013

50%OF ALL TV RELATED TWEETS

ARE ABOUT SPORTING EVENTS

Source | Sports Fans Amplify Action Across Screens, Neilsen 2014

TV X TWITTER

44% D U TC H T W I T T E R U S E R S FO L LOWS A FO OT B A L L-

R E L AT E D ACCO U N T O R A FO OT B A L L S P O N S O R

1.4M+ D U TC H T W I T T E R U S E R S W H O

A R E I N T E R E ST E D I N FO OT B A L L

FOOTBALL IS THE LARGEST

#EURO2016 DRAW

386K+MENTIONS IN EUROPE OVER

THE WEEKEND OF THE DRAW (12TH - 13TH DEC, 15)

110K T W E E TS A B O U T P SV W H O Q UA L I F I E S FO R T H E N E X T

R O U N D C L

DIGITAL IMPRESSIONS MOVES TO TWITTER DURING LIVE SPORT EVENTS

BRAZIL, WORLD CUP 2014

decrease in traditionel digital ad impressions1

-37%increase in

active users2

+14%

+107%increase in

impressions2

1. World Cup Effect with Brazilian Impression Volume, Triggit, 2014 2. Twitter Internal, 2014, Active users and impressions measured during game time on 6/28/14

NOT JUST FOOTBALL

#TDF2015

4,5M+TWEETS IN EUROPE DURING

THE TOUR +20% Y/Y

5,3B+IMPRESSIONS IN EUROPE DURING

THE TOUR

197K+EXTRA FOLLOWERS @LETOUR

IN JUST DAYS,THE WORLDS ATTENTION WILL TURN TO RIO

148

FOR 17 DAYSOF MUST-SEE AND MUST-SHARE MOMENTS

64%OF DUTCH USERS SAY THEY ARE ALREADY

EXCITED ABOUT #RIO2016

SOURCE | Research Now, Feb 2016, Netherlands

68%AGREE THAT THE

OLYMPICS MAKES THEM FEEL PROUD TO BE FROM

THE NETHERLANDS

SOURCE | Research Now, Feb 2016, Netherlands

SOURCE | Twitter Internal, 2012

CONVERSATIONS AROUND THE 2012 LONDON OLYMPICS

2012 LONDON OLYMPICS

0M

1M

2M

3M

TW

EE

TS

/ D

AY

JUL 23

AUG 16

JUL 31

AUG 8

JUL 27

AUG 4

AUG 12

OLYMPICS CLOSING CEREMONY

OLYMPICS OPENING CEREMONY

H O W TO O W N T H E S P O R T S C O N V E R S AT I O N

The “old” rules of marketing still apply…

Right audience

Right momentRight content

SOCIAL IS ABOUT

Authentic Relevant

Timely

CO N N EC T I O N S

BRILLIANT INHAKER

#12EDIABLE

BRILLIANT INHAKER

SamsungMobileNL x #TDF15

Unique content

Targeted on right audience

Uitgelicht door SamsungMobileNL

WHITELISTING

#TweetAndGoalPLAYING FOOTBALL ON TWITTER

Promoted by HeinekenSoccer

TWITTER AMPLIFYPUBLISHED TO TWITTER IN

LESS THAN 5 MINS

17,5

35

52,5

70

25/3/15 8/4/15 22/5/15 6/6/15 20/7/15 3/8/15 17/09/15 1/10/15 15/12/15 27/01/16

TIME WATCHED PER DAY (IN YEARS)

71 years

per day

THE BUILD OP

PERISCOPE BEFORE

PERISCOPE STREAMS IN TIMELINE + GO PRO INTEGRATION

PERISCOPE DURING

PERISCOPE AFTER

A new way to see what the world thinks - and an easy way to make your voice heard

POLLS

Z E T D E FA N C E N T R A A L

FANTWEETS

SURPRISE FANS

TWITTER Q&A

BP Q&A

TWEET & WIN

FLOCK TO UNLOCK

FLOCK TO ILLUMINATE

The subtle differences between the US and UK summed up in 6 seconds.

Robin Edds@robinedds

ONE MORE THING

BASICS TO KNOWTwitter is magical, yes, but you should know these random things:

• Tweeting only reaches 5-15% of your followers

• 40% of people Tweet; 60% don’t

• Be engaging! Otherwise nothing happens…

DO’S/DON’TSThings y’all should do & think y’all shouldn’t do

• Do: Always use an image/gif/video

• Do: Have a clear CTA

• Do: Jump on an existing hashtag

• Do: Short copy (if possible)

• Do: Think about search

• Don’t: Over #tag

• Don’t: Use a #tag that has nothing to do with you

JUST BE A GOOD DATE

OK DOEI