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I don’t work for Twitter.
        @ischafer
Most people follow 6 or more brands.
Number of brands US Twitter users follow


                    1-5                                                                                                                33%
Number of brands




                   6 - 20                                                                                                                    36%


                   21- 30                                                  12%


                     51+                             7%

                            0%                               10%                                        20%                      30%               40%


                                                                               % of Twitter users
                                 Note: n=500. Source: Lab42 survey as cited in company blog Aug 2011, republished by eMarketer
Followers want brands to talk to them.
                              Reasons to follow a brand on Twitter
           discounts & promos                                                                                                                                          94%
                       free stuff                                                                                                                              88%
          fun & entertainment                                                                                                                                 87%
    updates on upcoming sales                                                                                                                      79%
    access to exclusive content                                                                                                                    79%
stay informed on company news                                                                                                         69%
     learn about related topics                                                                                      57%
             customer service                                                                                       56%
                                     0%                               25%                               50%                               75%                             100%

                                                                                        % of respondents
                   Source: Compete, 6/13/11, “Four Things You Might Not Know About Twitter,” http://blog.compete.com/2011/06/13/four-things-you-might-not-know-about-twitter/
Followers want brands to talk to them.
                              Reasons to follow a brand on Twitter
           discounts & promos                                                                                                                                          94%
                       free stuff                                                                                                                              88%
          fun & entertainment                                                                                                                                 87%
    updates on upcoming sales                                                                                                                      79%
    access to exclusive content                                                                                                                    79%
stay informed on company news                                                                                                         69%
     learn about related topics                                                                                      57%
             customer service                                                                                       56%
                                     0%                               25%                               50%                               75%                             100%

                                                                                        % of respondents
                   Source: Compete, 6/13/11, “Four Things You Might Not Know About Twitter,” http://blog.compete.com/2011/06/13/four-things-you-might-not-know-about-twitter/
When brands talk, it has an impact.
A brand’s followers are more likely to act.



   More likely to purchase                                                                                                                              56%




More likely to recommend                                                                                                                                      59%




More likely to visit website                                                                                                                                        62%


                                     0%                     12%                      25%                      37%                     50%                      62%




                     Source: Compete, 6/13/11, “Four Things You Might Not Know About Twitter,” http://blog.compete.com/2011/06/13/four-things-you-might-not-know-about-twitter/
Intel @intel
The #UltrabookHunt prizes have been found! Check
back soon for winner announcements and when the
next hunt begins intel.ly/lm4idM




                  +
             Promoted by Intel
Intel @intel
        The #UltrabookHunt prizes have been found! Check
        back soon for winner announcements and when the
        next hunt begins intel.ly/lm4idM
           Promoted by Intel




Connections are the new impressions.
 Amplification is the new frequency.
Promoted Tweets are engaging.

1-3% Twitter Average
7-10% with a Promoted Trend


.01-.05% Standard Display Ads
The Entire Twitter Ad Platform in 30 Minutes
The Entire Twitter Ad Platform in 30 Minutes
The Entire Twitter Ad Platform in 30 Minutes
The Entire Twitter Ad Platform in 30 Minutes
The Entire Twitter Ad Platform in 30 Minutes
The Entire Twitter Ad Platform in 30 Minutes
The Entire Twitter Ad Platform in 30 Minutes
The Entire Twitter Ad Platform in 30 Minutes
The Entire Twitter Ad Platform in 30 Minutes
The Entire Twitter Ad Platform in 30 Minutes
The Entire Twitter Ad Platform in 30 Minutes
The Entire Twitter Ad Platform in 30 Minutes
The Entire Twitter Ad Platform in 30 Minutes
40%
 60%
           JUST
CREATE
         CONSUME
60%        40%
PLATFORM   PUBLISHER
Tips for #winning Twitter.
Be interesting.
Copywriter interesting.
Be interesting.
Copywriter interesting.
The Entire Twitter Ad Platform in 30 Minutes
The Entire Twitter Ad Platform in 30 Minutes
Tweets
     Twitter @twitter            1m
     For driving transactions.




         Bring value.
Tweets
         Twitter @twitter                                1m
         For driving transactions.




Bonobos @Bonobos                                                 1m
Sale unlocked! Our awesome fitting Oxfords are only $65 for the
next 24 hours. Get em while you can! bno.bs/oxfordsale
#twixclusive




            Bring value.
Be exclusive.
(to engagement)
Don’t build silos.
Choose #hashtags wisely.
Think mobile.
Measure everything.
Do the right research.
    No excuses.
The Entire Twitter Ad Platform in 30 Minutes
And it works great with TV.
The Entire Twitter Ad Platform in 30 Minutes
Q&A
@ischafer
@deepfocus

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The Entire Twitter Ad Platform in 30 Minutes

  • 1. I don’t work for Twitter. @ischafer
  • 2. Most people follow 6 or more brands. Number of brands US Twitter users follow 1-5 33% Number of brands 6 - 20 36% 21- 30 12% 51+ 7% 0% 10% 20% 30% 40% % of Twitter users Note: n=500. Source: Lab42 survey as cited in company blog Aug 2011, republished by eMarketer
  • 3. Followers want brands to talk to them. Reasons to follow a brand on Twitter discounts & promos 94% free stuff 88% fun & entertainment 87% updates on upcoming sales 79% access to exclusive content 79% stay informed on company news 69% learn about related topics 57% customer service 56% 0% 25% 50% 75% 100% % of respondents Source: Compete, 6/13/11, “Four Things You Might Not Know About Twitter,” http://blog.compete.com/2011/06/13/four-things-you-might-not-know-about-twitter/
  • 4. Followers want brands to talk to them. Reasons to follow a brand on Twitter discounts & promos 94% free stuff 88% fun & entertainment 87% updates on upcoming sales 79% access to exclusive content 79% stay informed on company news 69% learn about related topics 57% customer service 56% 0% 25% 50% 75% 100% % of respondents Source: Compete, 6/13/11, “Four Things You Might Not Know About Twitter,” http://blog.compete.com/2011/06/13/four-things-you-might-not-know-about-twitter/
  • 5. When brands talk, it has an impact. A brand’s followers are more likely to act. More likely to purchase 56% More likely to recommend 59% More likely to visit website 62% 0% 12% 25% 37% 50% 62% Source: Compete, 6/13/11, “Four Things You Might Not Know About Twitter,” http://blog.compete.com/2011/06/13/four-things-you-might-not-know-about-twitter/
  • 6. Intel @intel The #UltrabookHunt prizes have been found! Check back soon for winner announcements and when the next hunt begins intel.ly/lm4idM + Promoted by Intel
  • 7. Intel @intel The #UltrabookHunt prizes have been found! Check back soon for winner announcements and when the next hunt begins intel.ly/lm4idM Promoted by Intel Connections are the new impressions. Amplification is the new frequency.
  • 8. Promoted Tweets are engaging. 1-3% Twitter Average 7-10% with a Promoted Trend .01-.05% Standard Display Ads
  • 22. 40% 60% JUST CREATE CONSUME
  • 23. 60% 40% PLATFORM PUBLISHER
  • 24. Tips for #winning Twitter.
  • 29. Tweets Twitter @twitter 1m For driving transactions. Bring value.
  • 30. Tweets Twitter @twitter 1m For driving transactions. Bonobos @Bonobos 1m Sale unlocked! Our awesome fitting Oxfords are only $65 for the next 24 hours. Get em while you can! bno.bs/oxfordsale #twixclusive Bring value.
  • 36. Measure everything. Do the right research. No excuses.
  • 38. And it works great with TV.

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  58. Twitter is for brands with something interesting to say. Don’t mess around with Tweets. Use copywriters that understand what makes not for a good ad, but for an actionable, shareable 140 characters.\n
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  63. as with any social platform, engagement increases reach.\n
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