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MEPRA Connect: Twitter Workshop (Doha)

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Copy of the recent MEPRA Twitter Breakfast presentation

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MEPRA Connect: Twitter Workshop (Doha)

  1. 1. Twitter Workshop 2014
  2. 2. TODAY’S AGENDA •  Introduction to Twitter •  Case Studies •  Twitter Best Practices •  Planning for the Moment •  Twitter Advertising
  3. 3. 3 A brief history of Twitter 140 character maximum is based on SMS texting limitations - plus up to 20 characters for a username. THE FORMAT FOUNDED IN 2006 BY True now as it was then, Twitter’s strength is the ability to communicate with anyone on any mobile phone anywhere in the world. THE BENEFIT
  4. 4. 230m+ active users @TwitterAdsUK | Confidential source: Twitter Internal Q3 2013
  5. 5. 3.5 billion Tweets @TwitterAdsUK | Confidential every week source: Twitter Internal Q3 2013
  6. 6. 6 Connect in real-time with who and what interests you most MOVIES AND! TELEVISION MUSIC! SPORTS! FASHION Food AND DRINK TECHNOLOGY! BOOKS AND COMICS! TRAVEL! BUSINESS
  7. 7. The Good Examples
  8. 8. THE WORLD’S EVENTS HAPPEN ON TWITTER
  9. 9. @7UPARABIA May 2013: Launched promoted campaigns Focus was on Promoted Trends
  10. 10. ENGAGE WITH YOUR FOLLOWERS 11
  11. 11. 12
  12. 12. 13
  13. 13.          #BESTTWEETPRACTICES  
  14. 14. If your brand was a person, who would they be and why?
  15. 15. 16 Interests Target users based on their interests Resonate with users Mobile Target users by device & platform Reach user at point-of-purchase Look-a-likes Target users who are similar to your followers Increase potential reach Location Target users by country, state or metro area Narrow in on key markets Search Target users searching relevant keywords Leverage real-time intent @ Handle Targeting Target a audience of influencers Target niche audiences via custom accounts Keywords Target users talking about precise keywords Target real-time context & intention Gender Target users by gender Increase relevance Twitter’s targeting capabilities
  16. 16. KEEP YOUR TWEETS LOOKING CLEAN 17 Think  about  the   ac8on  you  want  to   happen  and  make  it   as  easy  as  possible   for  the  user  
  17. 17. INCLUDE STRONG CALL TO ACTION 18 Tweets  must  have  one   strong  call  to  ac8on  and   when  possible  tell  the  user   what  sort  of  value  add  there   is  to  engage  
  18. 18. DRESS UP CONTENT WITH VIDEOS AND IMAGES 19
  19. 19. QUICK TIPS FOR MAKING TWEETS ENGAGING 20   4   5   1   3   2   Keep  your  tweets  clean   Use  Strong  call  to  ac8on     Engage  with  your  followers   Use  video  and  images     Make  value  clear  to  your  followers    
  20. 20. @TwitterAds | Confidential Plan for the Moment
  21. 21. How can you plan for the moment?
  22. 22. Scenario Planning EVERYDAY MOMENTS LIVE MOMENTSCONNECTED MOMENTS
  23. 23. 25 25
  24. 24. #SKYWIRE GENERATED 1M TWEETS!
  25. 25. Robert Flores @RoFloESPN #Skywire is a victory for courage, perseverance, and dad jeans. 267 RETWEET S 124 FAVORITES
  26. 26. Seth Meyers @sethmeyers Thank you, Jeansus. #Skywire 3,734 RETWEET S 1,713 FAVORITES
  27. 27. Lee Jeans @LeeJeans Denim: preferred by cowboys, rockstars and @NikWallenda #Skywire 32 RETWEETS 12 FAVORITES
  28. 28. Plan for everyday moments
  29. 29. 31 MON TUE WED THU FRI SAT SUN “tired” VOLUME OF CONVERSATION 31 Source: Twitter Internal July, 2013
  30. 30. 32 32
  31. 31. 33 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 / Timeline Tweets Everyday moments 33
  32. 32. RAMADAN  TWEETS  2013   ENGLISH  &  ARABIC   0   500000   1000000   1500000   2000000   2500000   Mentions   18.7 M TWEETS IN THE GCC!
  33. 33. FOOD  RELATED  TWEETS  2013   ENGLISH  &  ARABIC 0   10000   20000   30000   40000   50000   60000   70000   80000   90000   MOR   AFT   EVE   MOR   AFT   EVE   MOR   AFT   EVE   MOR   AFT   EVE   MOR   AFT   EVE   MOR   AFT   EVE   MOR   AFT   EVE   Mentions   July  7th     July  8th     July  9th     July  10th     July  11th     July  12th     July  13th     Tweets peaked at83.5K on the 1st day of Ramadan(July 9th ) in EGY,UAE, KUW & QAT
  34. 34. FOOD  RELATED  TWEETS  2013   ENGLISH  &  ARABIC   July  7th     July  8th     July  9th     July  10th     July  11th     July  12th     July  13th     Tweets peakedat 806K on the 1st day ofRamadan (July9th ) in KSA 0   100000   200000   300000   400000   500000   600000   700000   800000   900000   MOR AFT EVE MOR AFT EVE MOR AFT EVE MOR AFT EVE MOR AFT EVE MOR AFT EVE MOR AFT EVE Mentions  
  35. 35. 3.2M TWEETS in 12 HOURS!
  36. 36. @TwitterAdsUK In Summer 2014, people around the world will flock to Twitter to take part in the World Cup
  37. 37. @TwitterAdsUK Using a mix of interest and keyword targeting, you can be there with them
  38. 38. @TwitterAds | Confidential @TwitterAds | Confidential Football is a global passion & 47M FOOTBALL FANS 230M ACTIVE USERS THERE ARE OVER
  39. 39. @TwitterAds | Confidential Record Tweets-per-second: source: Twitter Internal, 2012 16.5M total Tweets @TwitterAds | Confidential Big games drive conversation
  40. 40. @TwitterAds | Confidential source: GWI, July 2013 @TwitterAds | Confidential 43% WANT EXPERT CONTENT 66% WANT COMPETITIONS TO WIN FOOTBALL TICKETS What fans want from brands 62% WANT PROMOTIONS / DISCOUNTS ON BRAND &
  41. 41. 44 44
  42. 42. 45 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
  43. 43. 46 46
  44. 44. 47 TV is more effective with Twitter +27% increase in engagement rates +58% higher purchase intent +95%!stronger message association 47 Source: Nielsen Brand Effect for Twitter, March 2013
  45. 45. Creating a Twitter Strategy
  46. 46. 49 LISTEN FIRST "  Monitor conversations about your brand Reach out quickly and approach individuals directly "  Observe the competition’s conversations Jump in only if it’s appropriate and play to your strengths "  Elevate supporters, pacify critics Listen for signals - address both positives and negatives
  47. 47. Questions?
  48. 48. #Thankyou

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