Twitter @ oi15

#TWITTERACADEMY

AGENDA

Driving user growth and app engagement

App conversations on Twitter

The Twitter Audience

The 3 Pillars of App Success on Twitter

TWITTER’S ECOSYSTEMEvolving to address mobile app marketing challenges

W I T H T W I T T E RD R I V I N G U S E R G R O W T H A N D A P P E N G A G E M E N T

This app just secured homepage real estate on my phone. taptalk.me

ashton kutcher@aplusk

136 RETWEETS 354 FAVORITES

Trivia Crack is love, Trivia Crack is life.

Khatarina@Khat_Morgs


You can basically split my life into two eras: Before Trivia Crack and After Trivia Crack.

The Book of Mormon@BookofMormon

only really feel comfortable socially when we watch Pete Wentz play Trivia Crack in the toilet.

6 11

Pete Wentz @petewentzi only really feel comfortable socially when i am playing trivia crack. pls dont judge me.

1,604 5,003

Ryan Brown @browndayWhat a game. #MarchMadness #MichiganvKentucky

205

Barack Obama @BarackObamaBaracketology: President Obama knows his hoops. ofa.bo/fKW #MarchMadness

1,422 1,893

205

205

Barack Obama @BarackObamaBaracketology: President Obama knows his hoops. ofa.bo/fKW #MarchMadness

205

Trivia Crack @triviacrack@petewentz We don't judge. We only really feel comfortable socially when we watch Pete Wentz play Trivia Crack in the toilet.

6 11

205 205

Pete Wentz @petewentzi only really feel comfortable socially when i am playing trivia crack. pls dont judge me.

1,604 5,003

Even MP’s are playing it. Candy Crush is back with NEW candies and combinations! Tap to Play!

Candy Crush Soda@CandyCrushSoda


Promoted by Candy Crush Soda

Promoted by Candy Crush Soda

HOW CAN A USER FIND YOUR APP?A CROWDED FIELD3MM OTHER APPS

TWITTER IS A UNIQUE PLATFORM FOR APP GROWTH

IF IT HAPPENS IN THE WORLD, IT HAPPENS ON TWITTER

APP CONVERSATIONS ARE HAPPENING ON TWITTER

TOP 20 APPS - 30 DAYS 4 4 M T W E E T SSource | Crimson Hexagon, Jan 2015

0

5000

10000

15000

20000

0

750

1500

2250

3000

MENTIONS DOWNLOADS

CONVERSATION CORRELATES TO INSTALLS

Source | ThreeGame, Twitter internal data and App Annie, 2014

Liam Neeson is channeling exactly how I am when I play @ClashofClans #SuperBowl

Danny Sullivan@dannysullivan


#SB49 BROADCAST WINDOW

CLASH OF CLANS AD AIRSTHERE WERE 240K TWEETS AND 26M IMPRESSIONS ABOUT CLASH OF CLANS ON THE DAY OF THE SUPER BOWL

Source | Twitter Internal Data

REACH THE TWITTER AUDIENCE

C O N F I D E N T I A L

80%OF TWITTER USERS ARE

ON MOBILE

Source | Twitter Internal

BOOKS

CHAT/MESSAGING

GAMES

MUSIC

SOCIAL NETWORK

PHOTO58%HAVE INSTALLED AN

APP IN THE

Source | Global Web Index

ORGANIC GROWTH

1

PAID APP ENGAGEMENT

3PAID ACQUISITION

2

ORGANIC GROWTH

1

PAID APP ENGAGEMENT

3PAID ACQUISITION

2

ANALYTICS

Campaigns

TWITTER CARDS SHARING

Download on the App StoreDownload on the App Store

Download on the App StoreDownload on the App Store

Hotel Tonight@HotelTonight

STOP searching for hotel DEALS! Book the perfect place in 10 seconds with Hotel Tonight: hoteltonight.com

APP CARD

PlayStation@PlayStation

Got your PS4? Share a game screen on Twitter, mark it #GreatnessAwaits and join history: bit.ly/1aYao31 pic.twitter.com/I7lu7cmAlX

Engadget@Engadget

Major League Gaming launches MLG.TV online network to stream e-sports in high definition engt.co/19A2FBN

Free People@FreePeople

...it's all in the details. And we love the intricacies of this top! freep.pl/nccr1

NASA@NASA

To view NASA's image gallery of astronaut Neil Armstrong, visit: go.nasa.gov/RkUPa4

LG USA Mobile@LGUSAMobile

The new LG G2: The smartphone with desktop DNA. Be at the top of the list to get yours first:cards.twitter.com/cards/37e6z …

Tide@Tide

We get out blood stains, too. #TidePower #SharkWeek vine.co/v/hbixjdvluji

Electronic Arts@EA

Official Trailer @EASPORTSNHL '14 youtube.com/watch?feature=...

Mashable@mashable

Why @Amazon Prime Is Better Than @Netflix on.mash.to/1f3Z2Nr via @deathandtaxes





Engadget@Engadget




NASA@NASA




Tide@Tide


Electronic Arts@EA


Mashable@mashable






Engadget@Engadget




NASA@NASA




Tide@Tide


Electronic Arts@EA


Mashable@mashable






Engadget@Engadget




NASA@NASA




Tide@Tide


Electronic Arts@EA


Mashable@mashable






Engadget@Engadget




NASA@NASA




Tide@Tide


Electronic Arts@EA


Mashable@mashable




APP-ENABLED ORGANIC CARDS

Wine by the bay! [pic] — path.com/p/3yXtUw

Eric Price@ericprice91

92 RETWEETS 178

Get the Path App

Download on the App Store

PRODUCT CARD LARGE IMAGE

PLAYER CARDSUMMARY CARDPHOTO CARD

Download on the App Store

PROVIDING SOLUTIONS ACROSS THE MOBILE ECOSYSTEMM

AR

KE

TE

RD

EV

EL

OP

ER

TPN

Ads

A PLATFORM FOR DEVELOPERS

DISTRIBUTION: TWITTER KIT

REVENUE: MOPUB KIT

STABILITY: CRASHYLITICS

FABRIC

ANALYTICS: ANSWERS

SIGN ON SHARING

flock

YPlan - New York, San Francisco +… YPlan Tonight

(12)GET

Details RelatedReviews

+Hey, @YPlan has tickets to The Commitments at Palace Theatre. You in? yplanapp.com/event/g/33961/…

Sarah Deana @sarahdeana12

YPlan

Now playing at the Palace Theatre for over 18 months, this multimillion pound production is still packing houses. It’s no wonder why. It tells the tale of band manager Jimmy Rabbit and a group of…

Get the YPlan - New York, San …

The New Yorker @New YorkerFrom 1935 to 1944, cartoon greats like James Thurber and Peter Arno filled our pages with insight and wit: nyr.kr/1LblOxn #TNY90

Sarah Deana @sarahdeana12Hey, @YPlan has tickets to The commitments at Palace Theatre. You in? yplanapp.com/event/g/33961/…

Kobe Bryant @kobebryant#RIP to one of the greatest teachers our beautiful game of basketball has ever seen #DeanSmith

9.4K 12K

1

Eric sees a Tweet from his friend Sarah in his timeline and clicks on it

Twitter Card content enables users to easily discover and install apps

Hey, @YPlan has tickets to Hard Knock Laughs at Stand Up. You in?

Eric uses Twitter to sign into the appand finds an event

Hey, @YPlan has tickets to Hard Knock Laughs at Stand Up. You in? yplanapp.com/event/g3396/hard-knock

Eric Price@ericprice91

Standup has a pretty simple setup: a guy/girl and a mic, but that doesn’t mean it’s easy. And sure, blockbusters have been known to roll through this Upper West Side comedy club, but we prefer…

Open in YPlan - New York, San …

YPlan

Jimmy Fallon @jimmyfallonCan’t believe we found this footage. @TaylorSwift13 and I dancing on the Jumbotron at NY sports games youtube.com/watch?v=unkRB…#FallonTonight

Eric Price @ericprice91Hey, @YPlan has tickets to Hard Knock Laughs at Stand Up. You in? yplanapp.com/event/g3396/hard-knoc

Slate @SlateNew on Slate Plus: Which love songs make the @SlateCultFest swoon? slate.me/1G3bE0J

3 1

2

where his followers see his Tweet in their timelines and also open or install the app

Eric shares it to Twitter

INTEGRATION DRIVES SUCCESS

ORGANIC INSTALLS

150K22M #1

U.S. APP STORE SHARES PER WEEK

Source | Ruzzle, 2014

USERS DISCOVER APPS ON TWITTER

DOWNLOAD AN APP THEY SAW ON TWITTER30%

ARE FIRST AMONG THEIR FRIENDS TO DISCOVER NEW APPS

26%TRUST TWITTER TO RECOMMEND APPS25%

SEE TWITTER AS A GREAT PLACE TO FIND OUT ABOUT NEW APPS

24%

Source | Research Now, Mobile App Research, UK, Feb 2015

PAID APP ENGAGEMENT

3

ORGANIC GROWTH

1

PAID ACQUISITION

2

AWARENESS AND ACQUISITION

RAISE AWARENESS

ACQUIRE NEW APP USERS

ENGAGE EXISTING APP USERS

DRIVE IN-APP CONVERSIONS


USERS RECALL APP CARDS

78% THIS NUMBER INCREASES AMONG

USERS UNDER THE AGE OF 2554% USERS RECALL SEEING A MOBILE APP CARD ON TWITTER

MEASUREMENTTARGETINGCREATIVE

CONVERSION TRACKINGINTEREST, KEYWORD

TAILORED AUDIENCES

IMAGE APP CARD

LOOK-A-LIKE AUDIENCES

CAMPAIGN DASHBOARD

A FULL SUITE OF PRODUCTS

THE AVERAGE TWITTER USER HAS 25% MORE APPS ON THEIR DEVICETHAN THE AVERAGE SMARTPHONE OWNER


Deliver your message directly in users’ Home timelines

Image App Card

Basic App Card

Home

erinlmcmahon @erinlmcmahonWedding planning action shot #twoscreens cc @mcmahon_liz

Lovoo @Lovoo12 million users! join now to find new people in your city! download now!

Home

erinlmcmahon @erinlmcmahonWedding planning action shot #twoscreens cc @mcmahon_liz

katja nelson

The TestFREE on Google Play

The Test @the_testIf you met your clone how would you two get on ?! take the test now!

Lovoo App4.5/5.0 stars - 145 ratings Install

InstallBeautiful, customisable, and effective ad format

#TopEleven2015 has gone global.

Top Eleven@topeleven

#TopEleven2015 Official Video

Top Eleven

Promoted by Top Eleven


Source | Twitter Internal Data

@topeleven

4:1 EARNED TO PAID RATIO

NATIVE MOBILE VIDEO DRIVES A LARGE EARNED AUDIENCE

Followers Look-a-likes Interests Keywords Search

TV Tailoredaudiences

Overlay with

MobileGenderLocation Language

Targeting - range of context signals

Clicks

Installs

In-app purchases and

sign-ups

Interest

Look-a-like

Followers

TV targeting

Search

Keyword

What can you track ?

Device ID’s

The Test @the_test“If you met your clone, how would you two get on?” Take THE TEST now!

The Test: Fun for Friends!4.0/5.0 stars - 26,080 ratings

Promoted by The Test

Install

“BURST” CAMPAIGN FOR AWARENESS AND SCALE

The Washington Post @washingtonpostSome of Chris Christie’s prominent home-state donors are shifting allegiance to Jeb Bush wapo.st/1vkyRun

WIRED @WIREDOur favorite mechanical keyboard drops some weight and width

TARGETING

Keywords“friend,” “besties”, “girlfriend”

Interest @handles of DJs, movies, gaming


The Test: Fun for Friends!4.0/5.0 stars - 26,080 ratings


Install



CREATIVE


FormatImage App Card

ImageColorful and fun

TextAsking crazy, provocative questions

Campaign

MEASUREMENT



The Test: Fun for Friends!4.0/5.0 stars - 26,080 ratings Install






The Test: Fun for Friends!4.0/5.0 stars - 26,080 ratings Install

“We were highly impressed by the volume we were able to achieve without much lead time”

-CEO, Lotum

TOP 10 in app stores (UK, US)

50% of instal ls came from Twitter




Fiksu

Grab KochavaTUNE

adjust AppsFlyer Adways Apsalar

Cyberz Septini

MOBILE MEASUREMENT PARTNERS

ORGANIC GROWTH

1

PAID APP ENGAGEMENT

3PAID ACQUISITION

2

Re

tain

ed

Use

rs P

er

Mo

nth

10%

20%

30%

40%

Month 1 Month 2

15%

40%

ONLY 15% OF USERS STILL USE AN APP AFTER 2 MONTHS

Source | Flurry

SOURCE | LIfehacker

52apps installed by the

typical smartphone owner

10apps used by the typical

smartphone owner

APP SATURATION


APP ENGAGEMENT AND IN APP CONVERSION

RAISE AWARENESS




TAILORED AUDIENCES FROM MOBILE APPS

Engage very specific audience segments eCommerce app example

App installs

Sign upsUsers who saw

app page for these shoes

Drive users to your final action Dating app example: Freemium to subscription

Tailored audience of registered users

Current subscribers

ENCOURAGING SIGN UPS

Tailored Audiences from mobile appsDrive users to sign up


Tailored audience of app installs

Registered users

YPlan @YPlanYPlan has NYC’s Most Unique Events. See this Week’s Curated List.

YPlan4.3/5.0 stars - 3,873 ratings

Open

RE-ENGAGE LAPSED USERS CSR Classics @CSRClassics

Need a break? Race Classic cars on your device now!

CSR Classics4.4/5.0 stars - 508,324 ratings

Open

Tailored Audiences from mobile appsDrive users to sign up


Entire Twitter Campaign Audience

Lapsed Users

RAISE AWARENESS




TWITTER USERS ARE 27% MORE LIKELY TO MAKE AN IN APP PURCHASETHAN THE AVERAGE CONSUMER


AND HIGHER PURCHASING POWER

PAID FOR APPS ON THEIR PHONE

AV. SMARTPHONE OWNER

AV. TWITTER USER

TVxTWITTER USER

31%36%

44%

WILLING TO PAY FOR IN-APP PURCHASES

22%

27%31%

TVxTWITTER USER

AV. SMARTPHONE OWNER

AV. TWITTER USER


SPENT ON APPS AND ON IN-APP PURCHASES IN THE LAST 30 DAYS

$69M


Tailored audiences generated 24% stronger ARPU compared to other channels.

”

“

ORGANIC GROWTH

1

PAID APP ENGAGEMENT

3PAID ACQUISITION

2

ORGANIC GROWTH

1

PAID APP ENGAGEMENT

3PAID ACQUISITION

2

TAKEAWAYS

58% of Twitter users have downloaded an app in the last 3 months.

Sharing from apps drives organic growth

Use Twitter Ads to drive awareness and performance-based acquisition

Continue to engage users and drive the final action you desire

PLACEHOLDER: VIDEO TESTIMONIALS!

Documents

Twitter @ oi15