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'MARKETING IN THE MOMENT’: OVER REAL TIME MARKETING MET TWITTER Hoe kun je als merk meer uit Twitter halen? Tijdens deze presentatie legt Suzanne Ekel uit hoe via Twitter real-time marketing kan worden ingezet. Hoe creëer je campagnes die je merk versterken, activeren en engagement genereren? ‘Live marketing’ dus, aan de hand van enkele aansprekende cases.
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Marketing in The Moment#DML14 - 21 Mei 2014
@suzanneekel
@TwitterAds | Confidential
LIVE PUBLIC
CONVERSATIONAL
@TwitterAds | Confidential 3
@TwitterAds | Confidential 4
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@TwitterAds | Confidential
78% on mobile
Source | Twitter Internal, 2014
500m Tweets/day
255m active users
Eurovision Tweetfestival#ESF14
Eurovision Tweetfestival#ESF14
Eurovision Tweetfestival
Eurovision Tweetfestival
#ESF14
Subtitle
Your statement
@TwitterAds | Confidential@TwitterAdsUK | Confidential
40%of all Twitter traffic around peak time is
about TV
of Twitter mobile users use Twitter while
watching TV
64%
Source: Compete US 2012 Source: Nielsen, The Social Media Report, 2012
Source: BlueFin Study 2012
1 in 2NL users FOLLOW brands on Twitter1
Source | 1Nielsen Twitter Consumer Survey The Netherlands nov 2013
94%of Twitter users shop on
their mobile devices
Source | Mobile Clickstream Research, Retail, Nielsen UK, Sept 2013
A REALTIME OPPORTUNITY FOR BRAND RELEVANCE
RIGHT CONTENT RIGHT MOMENT RIGHT AUDIENCE
GREAT CONTENT = EFFECTIVE ADVERTISING
PROMOTED PRODUCTS = INCREASED RESULTS
Promoted Products#PromotedTweets - drive engagement #PromotedAccounts - grow follower base #PromotedTrends - quickly ramp awareness
Prospecting
Conversion
Loyalty
Interest
Look-a-like
Followers
TV targeting
Search
Keyword
Tailored audiences
Overlay with: !
Mobile Gender Geography Language
TARGET THE RIGHT AUDIENCE
EVERYDAY
LIVE
PLANNED
UNPLANNED
REACTIVE
ALWAYS ON EVENT
CAMPAIGN
EVERYDAY
LIVE
PLANNED
UNPLANNED
ALWAYS ON EVENT
CAMPAIGN
REACTIVE
EVERYDAY
LIVE
PLANNED
UNPLANNED
ALWAYS ON EVENT
CAMPAIGN
REACTIVE
@TwitterAds | Confidential 25
EVERYDAY
LIVE
PLANNED
UNPLANNED
ALWAYS ON EVENT
CAMPAIGN
REACTIVE
EVERYDAY
LIVE
PLANNED
UNPLANNED
ALWAYS ON EVENT
CAMPAIGN
REACTIVE
EVERYDAY
LIVE
PLANNED
UNPLANNED
ALWAYS ON EVENT
CAMPAIGN
REACTIVE
EVERYDAY
LIVE
PLANNED
UNPLANNED
ALWAYS ON EVENT
CAMPAIGN
REACTIVE
EVERYDAY
LIVE
PLANNED
UNPLANNED
ALWAYS ON EVENT
CAMPAIGN
REACTIVE
EVERYDAY
LIVE
PLANNED
UNPLANNED
ALWAYS ON EVENT
CAMPAIGN
REACTIVE
EVERYDAY
LIVE
PLANNED
UNPLANNED
ALWAYS ON EVENT
CAMPAIGN
REACTIVE
#resultsAv. ER: 19% Top ER: 28% Av. Cost/Engagement: €0,04
Make a difference Tell stories Engage your audience Take risks
@TwitterAds | Confidential
THANK YOU!
@suzanneekel
#TweetYouLater
