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Samir Bhana takes a look at how organisations use Twitter to market in the moment by planning campaigns or reacting to real time events.
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#MARKETING IN THE MOMENT
@sambhana Sales Manager, Twitter UK
Twitter is the live medium
255 MILLION+ active global users
Source | Twitter Internal, 2014
15 MILLION+ UK users
Source | Twitter Internal, 2014
1 BILLION moments to engage every 2 days
Source | Twitter Internal, 2014
80%
source: Twitter Internal Jan 2014: UK user deep dive, Nielsen Q4 2014
use a mobile device to access Twitter
What happens in the real world happens on Twitter
Source | Twitter Internal, 2014
Plan for the moments relevant to you and your audience
Planned
Unplanned
Always on Event
EVERYDAY CAMPAIGN
LIVEREACTIVE
The everyday moments shared with regular & predictable rhythm.
The brand moments you are creating as part of your
marketing plans.
The unpredictable moments you can react to.
The live moments that create high interest.
Planned
Unplanned
Always on Event
EVERYDAY CAMPAIGN
LIVEREACTIVE
People share Summer moments everyday on Twitter
Holiday makers take Twitter with them
9/10 users are
planning to go on holiday this
summer 95% access Twitter via a
mobile device
2/3 Use Twitter while on
holiday
71% Tweet about their holiday
while they are away
Research Now Twitter Holiday Research 2014 surveyed 1,000 Twitter active users in the UK
57% stay in contact with people they know
How holiday makers stay connected
1 in 4 look for local restaurant recommendations
46% look for local information
1 in 7 look for special deals while on holiday
1 in 2 use Twitter to stay on
top of the news
46% Tweet their
holiday photos !
1 in 4 get transport/ travel updates
!
Research Now Twitter Holiday Research 2014 surveyed 1,000 Twitter active users in the UK
Everyday holiday moments
Holiday/Travel avg 310k mentions / week
Everyday holiday moments
VOLUME OF CONVERSATION
WED SATFRITUE THU SUNMON
Everyday shopping moments
Shopping avg 120k mentions / weekTopsy Pro: UK Shopping mentions (various) from May 1 - Sept 31 2013
Everyday shopping moments
=
Everyday social moments
VOLUME OF CONVERSATION
WED SATFRITUE THU SUNMON
Pub avg 120k mentions / weekTopsy Pro: UK Social mentions (various) from May 1 - Sept 31 2013
=Everyday social moments
Planned
Unplanned
Always on Event
EVERYDAY CAMPAIGN
LIVEREACTIVE
Tommy Hilfiger drives awareness of its summer collection
#GoneSurfing
56.5m impressions
8.6% engagement rate
at peak
Planned
Unplanned
Always on Event
EVERYDAY CAMPAIGN
LIVEREACTIVE
Be prepared for the unexpected
Planned
Unplanned
Always on Event
EVERYDAY CAMPAIGN
LIVEREACTIVE
Sport thrives on Twitter
Twitter UK | Source | Twitter Internal, Jan 2014
8.4m+UEFA Champions League 2014 during the final
5.7m+
Wimbledon 2013
150m+World Cup 2014 overall tournament so far
40m+Sochi 2014 during the games
3.2M+ TWEETS
This was also a key moment for brands
There will be high interest live moments
Tour De FranceJuly 5
F1 SilverstoneJuly 6
FA Premier LeagueAug 16
Brasil 2014 World Cup FinalJuly 12
CommonwealthGames 2014July 23 - Aug 3
Ryder CupSept 23 - Sept 28
US OpenAug 25
FA Community Shield Aug 10
Wimbledon Now
