REAL-TIME

PLANNING
The short version.

advertising.twitter.com | @TwitterAdsUK | business.twitter.com

Twitter Ads UK
@TwitterAdsUK This book is a teaser of a bigger workbook. For the full version and a planning workshop please contact your representative or @TwitterAdsUK

Twitter is an open, real-time platform that instantly connects people with whats most meaningful to them. We often say that Twitter is the shortest distance between you and what interests you most. This interest is expressed in a huge volume of conversation on Twitter. 400 million Tweets are sent every day. Brands have the opportunity to be part of the conversation and surface their messages to the people that matter most. Real-time planning is key to managing these messages successfully.

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CONTENTS

1.

MARKETING IN THE MOMENT

2.

CONTENT STRATEGY

3.

CAMPAIGNS

4.

MEDIA MIX

5.

MEASUREMENT

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1.
MARKETING IN THE MOMENT

A moment on Twitter is about the intersection between interest and intent. Every time a user tweets, or engages with a Tweet, a new marketing moment arises. For example, I need to plan a holiday, or so excited about the Grand National, sends signals about the users interests and intent.

interests moment = relevance intent

Marketing in the moment means the relevance of advertising messages can be enhanced by the sweet spot of timing. Whether online, in front of the TV or on mobile, Twitter allows brands to connect with their customers at peak moments of desire and need.

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2.
CONTENT STRATEGY
Content is the substance of any conversation. What does your content say about your brand every day? What do you want your audience to think and do when they engage with you? And whats in it for them? Planning what you say, and when you say it, is key to success. (And remember, great content gets shared.)

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WHAT YOU SAY

Whether in 140 characters, photos, or video, understanding the interests and intent of your audience can help you decide on tone of voice. We see successful content as largely giving one-to-one help, broadcasting information, or entertaining. It doesnt always have to be funny :)

informative

pick two

fun

helpful

Reasons Twitter UK users follow brands:

to get updates on future products to stay informed about the activities of a company to get updates on upcoming sales to learn more about the company to interact (ie. share ideas, provide feedback) to show my support for the company to others customer service 44% 42% 41% 41%

57% 55% 53%

Source: Compete UK, 2012

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Constraint inspires creativity, and on Twitter you can say more with less. Its always the simple that consistently performs, and travels further and faster with every retweet. What do people retweet? 57% 51% 48% 45% 45% 45%

43%

42%

39%

freebies

photo

fun comment

sale

group-buy new product

video

live event

charity

Source: Compete UK, 2012

If Twitter is the chatroom then hashtags are the channel. Hashtags enable brands to organise and steer the conversation. Just as you have a brand hierarchy, a hashtag hierarchy is key to fully leveraging your content.

Hashtag hierarchy:

MASTER BRAND eg. Nikes #makeitcount PRODUCT eg. EEs #4GEE CAMPAIGN eg. Threes #danceponydance REACTIVE eg. Absolute Radios #nowplaying

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WHEN YOU SAY IT

REAL-TIME PLANNING IS PLANNING for THE MOMENT, NOT JUST IN IT.

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ALWAYS ON

REAL-TIME RESPONSE

CONTENT STRATEGY

CONTENT CALENDAR

SCENARIO PLANNING

ALWAYS ON Is your brand present at peak moments of interest? CONTENT CALENDAR Are you ready to create, harness and amplify the buzz around your key launches, sponsorships and campaigns? SCENARIO PLANNING Have you built a presence to minimise brand risk and capitalise on new opportunities? REAL-TIME RESPONSE Do you have a process that enables real-time decision making and response to users, memes, other brands, celebs & TV?

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3.
CAMPAIGNS

In this sea of real-time content, does your brand message consistently rise to the top?

Does it reach and reward the people it needs to?

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SURFACING YOUR CONTENT

Great Twitter campaigns take advantage of the organic uses of the platform, as well as the paid enhancements. Twitters Promoted Products ensure your brand messages are surfaced when it matters, to the people that matter most. PROMOTED

ORGANIC

TARGETING
While organic activity only reaches your followers, Promoted Products are powered by interest and intent so you can reach new people. A range of targeting options ensure you reach customers, prospects and gain more advocates.

PROSPECTS

CUSTOMERS

ADVOCATES

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DID YOU KNOW?

AVERAGE ENGAGEMENT RATES

1-3%
Twitter Promoted Tweets

11-15%
with a Promoted Trend

0.07%
Standard Display

Source: Twitter Internal 2012

MOBILE 80% of UK Twitter users access the platform via mobile.

67%

of mobile Twitter users follow a brand

25% of mobile users follow

more than 10 brands

50% follow a brand for

customer service

45% are likely to recommend

the brand they follow
Source: Compete UK, 2012

SECOND SCREEN Twitter is increasingly the second screen.

60%
of UK Twitter users use Twitter while watching TV

40%
of all UK Twitter trac around peak time is about TV

90%+
of online public conversations about TV are on Twitter

Source: SecondSync 2012, Crimson Hexagon 2012

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EVENT SPIKES

ALWAYS ON

ALWAYS ON

What are the key objectives for your brand and products? Is your audience on the sofa, on mobile, or online? Have you considered how Tweet context and sentiment can improve your campaign? Targeting Tweets by keywords and interests ensures brand presence at peak moments of intent. Users often also tweet replies, creating a feedback loop between brand and customer. Harnessing real-time user responses helps rene and optimise your campaigns.

EVENTS

Twitter is an online, public mirror for real-world events. Whether in support of your sponsorships, or simply to align your brand, targeting Tweets and Trends is the most scaleable way to tap into these conversations. Similarly, brand-owned events and launches can see maximum impact with similar buys. The Promoted Trend guarantees visibility in the Trends box - the destination for discovering the biggest conversations in real-time. For targeting specic interests or audiences, Promoted Tweet targeting gives brands relevance at scale.

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4.
MEDIA MIX
When things happen in the real world, they happen on Twitter

Whatever the ad, wherever it is, chances are people are talking about it on Twitter. Brands can use these conversations to harness the full potential of cross-media campaigns. Through the two phenomena of discovery and engagement, Twitter and other media channels drive each other in a complimentary cycle. For example, an integrated hashtag can boost engagement by organising people to tweet and interact. In the other direction, a Twitter Promoted Trend, or Tweet in a users timeline, can drive discovery.

MEDIA DISCOVERY

ENGAGEMENT TWITTER

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Simply integrating a hashtag can organise your conversations, and prompt your audience to engage. Having a visible presence on Twitter helps connect your Twitter and TV story. Tweets are easily shareable. Assets like photos and videos are often retweeted more.

1.

PROMINENT # IN ALL MEDIA

SIMPLE INTEGRATION

2. TWITTER OPTIMISATION

3. EASILY SHAREABLE ASSETS

4. USER PARTICIPATION DEEPER INTEGRATION 5. FEEDBACK LOOP/ DYNAMIC STORYTELLING

Deeper integration stimulates a greater volume of Twitter conversation. Inviting users to participate through competitions, polling or generating their own content creates involvement and feedback loops that propel your brand story further and faster.

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EXAMPLE:

TV + TWITTER #danceponydance

1. #danceponydance integration in the TV ad organises viewers around the single hashtag,

2. Organic and paid Twitter activity connects the campaign to viewers on the platform - continuing the conversation and deepening engagement.

3. Video embedded in the Promoted Tweets allowed viewers to view the ad again, and easily share by simply retweeting.

4. Invited user participation in creating their own version of the ad with an online mixer. User generated content propels the ad into meme status.

5. Promoted dynamic storytelling with user generated videos aired as the next TV spots.

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EXAMPLE:

PRINT/OUTDOOR + TWITTER #lovemormon

1. Conversations happen on Twitter. Organic, user generated hashtags surface.

2. Promoted Trend launches ticket sales with hashtag #BookOfMormonTickets to harness the online conversation and drive users to action.

3. Every Tweet is instantly shareable. Purchase link in the Tweet spreads further and faster with every retweet.

4. Users adoopt the hashtag #lovemormon to comment, give reviews, deepen the story.

5. User and celeb Tweets create a feedback loop. Tweets used as the content for the next wave of print and outdoor ads.

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5.
MEASUREMENT
TWITTER ADS CENTRE
Advertisers can manage their campaigns in real-time with full view into their paid and earned activity, and additional audience insights.

PAID Advertisers only pay when users engage with their ads. Reporting gives breakdowns by reach, engagement and spend metrics. EARNED Campaign performance goes over and above the engagements advertisers pay for, namely when Tweets get shared. Earned media reporting, providing a complete view into the impact of Promoted Tweets in driving reach and engagement. INSIGHT Regardless of campaign set-up, advertisers can see granular performance breakdowns by device, location, gender and interests. Additional audience insight into secondary interests, beyond initial targeting, help rene strategies both on and o Twitter.

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NIELSEN BRAND EFFECT FOR TWITTER

In collaboration with Nielsen, the brand survey tool enables advertisers to measure the impact of their Twitter campaigns on message association, brand metrics and purchase intent.

Brand Eect surveys feel native to the platform with surveys embedded in Tweets. Participation does not require click through to an external site, or an interruptive pop-up. Advertisers are able to measure and compare survey responses across devices - desktop, tablet and smartphone. Additionally, brands can understand how perceptions dier among dierent audience segments including interests, location, gender.

PARTNERS
There are a number of certied partners who specialise in earned media value, attribution and more. Please speak with your Twitter representative for further information.

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advertising.twitter.com | @TwitterAdsUK | business.twitter.com