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M E A S U R I N G T H E U N C O N S C I O U S
G L O B A L M A R K E T I N G R E S E A R C H
@ M D TAY L O R
OF TWITTER USERS ACCESS VIA MOBILE
Source | UK User Deep Dive, Nielsen, 2014
80%
H O W M E M O R A B L E I S C O N T E N T O N T W I T T E R ?
WHAT DID WE MEASURE?
The process in which information is encoded and stored
MEMORY
Measure of how energised we are, positively or negatively, by a communication or situation
EMOTIONAL INTENSITY
SENSE OF PERSONAL RELEVANCE
Sense of engagement and connection one feels in
response to a setting or situation
S E N S E O F P E R S O N A L R E L E VA N C E
ONLINE NORM
TWITTER ACTIVE USE
+51%
S E N S E O F P E R S O N A L R E L E VA N C E
E M OT I O N A L I N T E N S I T Y
TWITTER ACTIVE USE
+75%
ONLINE NORM
E M O T I O N A L I N T E N S I T Y
MEMORY
ONLINE NORM
TWITTER ACTIVE USE
+56%
M E M O R Y
SO WHAT ABOUT BRANDS?
Make branding instantly identifiable, even when it’s small & moving
O N E
Drive a strong emotional response T W O
Prompt interaction and engagement, rather than passive reading
T H R E E
Capitalise on anticipation F O U R
Incorporate content with narrative development and story telling
F I V E
W H AT U N C O N S C I O U S LY I N F L U E N C E S U S O N T W I T T E R ?
# T W I T T E R W O R K S
First impressions matter
ANCHORING
Source | TV & Twitter, Thinkbox & BrainJuicer, 2014
ADMITTED TO TAILORING TWEETS TO BE FUNNY ENOUGH TO BE RETWEETED
15%
THOUGHT THAT EVERYBODY ELSE DID
Source | TV & Twitter, Thinkbox & BrainJuicer, 2014
76%
INDUSTRY VALIDATION
#LFW
COMPETITION
Source | Unconscious Cues, Twitter & Isobar, 2014
RResident@ResidentLtd
R Resident @ResidentLtdOur Floral Pencil Skirt has been given thegold seal of approval by @glamourmaguk
15m
R Resident @ResidentLtdOur #streetstyle edit from #LFW is now uponline! Overall the buzz words are #relaxed#colourblock #clean
17m
R Resident @ResidentLtd@resident Enter by 4pm GMT Sunday, we’ll DM 1 random winner who’ll win 1
19m
R Resident @ResidentLtd
Our Floral Pencil Skirt has been given the gold seal of approval by @glamourmaguk
15m
Expand
R Resident @ResidentLtd
Our #streetstyle edit from #LFW is now up online! Overall thebuzz words are #relaxed #colourblock #clean
17m
Expand
R Resident @ResidentLtd
@residentLtd Enter by 4pm GMT Sunday, we’ll DM 1 randomwinner who’ll win 1 outfit up to £500 & a Google Chromebook
19m
Expand
R Resident @ResidentLtd
Our Floral Pencil Skirt has been given the gold seal of approval by @glmourmaguk
15m
R Resident @ResidentLtd
Our #streetstyle edit from #LFW is now up online! Overall thebuzz words are #relaxed #colourblock #clean
17m
R Resident @ResidentLtd
@residentLtd Enter by 4pm GMT Sunday, we’ll DM 1 randomwinner who’ll win 1 outfit up to £500 & a Google Chromebook
19m
Promoted by ResidentLtd
Promoted by ResidentLtd
Promoted by ResidentLtd
MORE LIKELY TO TRUST A BRAND WITH A VERY HIGH NUMBER OF FOLLOWERS
27%
Source | Unconscious Cues, Twitter & Isobar, 2014
Source | Unconscious Cues, Twitter & Isobar, 2014
MORE WILLING TO BUY FROM A BRAND WITH A VERY HIGH NUMBER OF FOLLOWERS
19%
Source | Unconscious Cues, Twitter & Isobar, 2014
PROMOTED TWEETS SCORED 20% HIGHER
THAN ORGANIC
IN DRIVING BRAND CONSIDERATIONPromoted by BrandName
Source | Unconscious Cues, Twitter & Isobar, 2014
1. Funny 2. Responsible 3. Serious
1. Serious 2. Funny 3. Responsible
LIKEABILITY CONSIDERATION
USER DEFINITION ‘FUNNY’
Let’s face it, we all like a burger that’s why Resident jeans are super-stretch.
@ResidentLtd, supportingyour eating habits since 1992
United Kingdom
USER DEFINITION ‘SERIOUS’
Founded in 1992 by designer Amy Monroe, we havegrown into a leading fashion chain. Our values
are simplicity, versatility and trust
United Kingdom
USER DEFINITION ‘RESPONSIBLE’
Here @ResidentLtd, 10% of our profits go toa nominated charity each year! Follow us for all fashion updates or tweet @ResidentLtd
for queries
United Kingdom
VARY YOUR TONE
Think about which TOV is the best fit with the
objectives of a campaign.
Source | Unconscious Cues, Twitter & Isobar, 2014
T H A N K YO U