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What happens in the real world happens on Twitter

Source | Twitter Internal, 2014

#WorldCup

#WorldCup•All 32 teams are on Twitter

•300+ Players are on Twitter

•695M+ Tweets about #WorldCup

Reverb: See what happened to mentions of #Suarez after the bite

#WorldCup

#WorldCup

#WorldCup

Trident Gum@tridentgum

Chew Trident. Not soccer players. #ITAvsURUReply Retweet Favorite More

RETWEETS!

1,804FAVORITES!

909

Listerine Global@ListerineGlobal

We recommend a good swish after grabbing a bite of Italian. #WorldCup #PowerToYourMouth

Reply Retweet Favorite More

RETWEETS!

1,019FAVORITES!

573

#WorldCup

Luis Suarez @luis16suarez

My apologies to Chiellini:

Giorgio Chiellini @chiellini

.@luis16suarez It's all forgotten. I hope FIFA will reduce your suspension.

57kTweets in Poland

#GoPoland #TeamPoland #FIVBMensWCH

FIVBMensWCH

75%Public Social Media

PostsOver 250k Tweets Twitter drives conversation

FIVBMensWCH

Source: SocialPylon

FIVBMensWCH

52.7kTweets in Poland

#POLGER #euro2016 #polska

#POLGER

11.10.2014 19:00 to 12.10.2014 00:59. Phrases: #polger, #euro2016, #euro2016qualifiers, #polandvsgermany, #polskaniemcy, #polska, Polska, Poland, Niemcy, Germany, Milik, Mila, Szczęsny, Lewandowski Glik, Nawałka, Loew, Hummels, Goetze, Neuer, Podolski, mecz, polger, wygrali, wygraliśmy

69 mlnimpressions

#POLGER

#POLGER

Twitter + TV

TV is a key interest on Twitter

95%of online public

conversations about TV happen on Twitter

40%of all Twitter traffic around peak time is

about TV

use Twitter while watching TV

60%

Source | Twitter Internal 2013, SecondSync UK 2012, Bluefin 2013

SubtitleDrama Breaking Bad

9:00 PM 9:30 PM 10:00 PM 10:30 PM8:30 PM8:00 PM 11:00 PM

324KTotal Tweets

Source | Social Guide, Jan 2014

Reality The Voice

273KTotal Tweets

8:00 PM

8:30 PM

9:00 PM

9:30 PM

10:00 PM 10:30 PM 11:00 PM7:30

PM7:00

PM

Source | Twitter Internal, 2014

Film Titanic

42KTotal Tweets

Source | Social Guide, Jan 2014

11MTotal Tweets

Promoted Products

Home

Maximize site traffic with the Website Card

Fashion Day @fashiondaystoreWe’ve restocked on guys’ favorite jeans - check them out now!

katja nelson @katjaYou know you're related when you accidentally put on the exact same outfit. @altabirdy

Promoted by Fashion Day

Learn MoreHurry - only while supplies last

Confidential

Home

Spotify @SpotifyListen to Pharrell's GIRL on Spotify. Play free on smartphone & tablet.

Promoted by Spotify

Spotify Music 5.0/5.0 stars - 41,380 ratings

Install

katja nelson @katjaYou know you're related when you accidentally put on the exact same outfit. @altabirdy

Chloe @tweetinchloeThis Pharrell concert is amazing! AT&T Park in San Francisco is rockin’ right now #Lucky

Drive app downloads with the Mobile App Card

Confidential

Spotify Music Spotify Ltd.

(41,380) FREE

Details RelatedReviewsDrive app downloads with the Mobile App Card

How brands plan

Oreo Cookie @Oreo

Power out? No problem. pic.twitter.com/dnQ7pOgC

#GrowWithTwitter

Planned

Unplanned

Always on Event

Planned

Unplanned

Always on Event

EVERYDAY CAMPAIGN

LIVEREACTIVE

Planned

Unplanned

Always on Event

EVERYDAY CAMPAIGN

LIVEREACTIVE

@TwitterAds | Confidential

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WED SATFRITUE THU SUNMON

VOLUME OF CONVERSATION

Source: Twitter Internal July, 2013

Hungry

@twitteradsuk | Confidential

@TwitterAds | Confidential@TwitterAds | Confidential@TwitterAds | Confidential@TwitterAds | Confidential@TwitterAds | Confidential

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VOLUME OF CONVERSATION

WED SATFRITUE THU SUNMON

36

Source: Twitter Internal July, 2013

Run

@twitteradsuk | Confidential

@TwitterAds | Confidential@TwitterAds | Confidential

Highlighting cool product

@TwitterAds | Confidential

Twitter, Inc. | ConfidentialTwitter, Inc. | Confidential

@twitteradsuk | Confidential

@TwitterAds | Confidential@TwitterAds | Confidential

VOLUME OF CONVERSATION

WED SATFRITUE THU SUNMON

Bored

Text

Planned

Unplanned

Always on Event

EVERYDAY CAMPAIGN

LIVEREACTIVE

#KissForPeace

AXE@AXE

Pucker up for the cameras. Post your #KissForPeace and we’ll share it with the world in Time Square. pic.twitter.com/qIUG9yFc9W

AXE@AXE

@LARbar_, how does it feel to be famous? Your #KissForPeace just debuted in New York City! pic.twitter.com/8pKo1VdyxE

Be an always-on TV brand@AXEAXE

Tonight, let's make love, not war. Tune in as we unleash Peace during the game. #KissForPeace pic.twitter.com/iDTTNFsiR4

Twitter increases brand impact from TV advertising

95% 58%higher purchase

intentstronger message

association

Source | Nielsen Brand Effect, 2013

Drive greater ROI from TV advertising

56% (UK Telecom)

17% (US Retail)

8-16% (US CPG)

Source | Nielsen Twitter Marketing Mix Model, July 2011 - June 2013; MarketShare Twitter Marketing Mix Model, July 2011 - June 2013; ThinkVine Twitter Agent Based Marketing Mix Model, July 2011 - June 2013

Planned

Unplanned

Always on Event

EVERYDAY CAMPAIGN

LIVEREACTIVE

Eurovision Song Contest

May 2014

5.4mmentions during broadcast

*inclusive of 30 minutes before and after broadcast. Source | SecondSync

Celebs Tweet about #Eurovision

Twitter rallies around Conchita

@rustyrocketsRussell Brand

I'm knackered - but what a great night. #Eurovision pic.twitter.com/STGTtdmHB0

@bbceurovisionBBC Eurovision

"This night is dedicated to everyone who believes in a future of peace and freedom." @ConchitaWurst #Eurovision

Twitter celebrates

Brands also celebrated #Eurovision on Twitter

67kPoland

organic reach - impressions

Tweets with #eurowizja or eurowizja

111M

Poland

Planned

Unplanned

Always on Event

EVERYDAY CAMPAIGN

LIVEREACTIVE

#BENDGATE

Source | Twitter Internal

285,000+SOON AFTER THE LAUNCH OF IPHONE6 CAME

#BENDGATE.

TWEETS

@SamsungMobileSamsung Mobile

Curved. Not bent. #GALAXYNoteEdge

@HTCUSAHTC USA

It’s not the material. It’s what you do with it. #HTCOneM8 #bendgate

IT WAS A MARKETING MOMENT FOR ALL, RIVALS INCLUDED.

@CocaCola_GBCoca-Cola GB

We've only ever had curves in all the right places #bendgate

@PringlesPringles

Bends rule! #bendgate #hyperbolicparabaloid

@lovooLOVOO

Bananas are going nuts for the new match partner, the #iphone6Plus @lovoo #bentgate #bendgate http://lovoo.it/

SOME CAME IN SUPPORT OF CURVES

@ASUSASUS

The clear choice is the one that stands out. #ZenFone #BendGate

SOME PHILOSOPHY FROM @ASUS

@Heineken_NLHeineken NL

Dear Apple… #BendGate

OTHERS OFFERED THEIR BENDY SUPPORT

@NokiaHomebaseNokia Deutschland

Nicht mal auf Biegen und Brechen. #unBENDable #bendgate http://ow.ly/i/

A TOUCH OF NOSTALGIA FROM NOKIA AND A REMINDER AS THE MOBILE AS A BRICK.

@KITKATKITKAT

We don't bend, we #break. #bendgate #iPhone6plus

IF THERE WAS A WINNER, @KITKAT SHOWED HOW A BRAND COULD OWN THE MOMENT

Planned

Unplanned

Always on Event

EVERYDAY CAMPAIGN

LIVEREACTIVE