Frederique covington twitter

@TwitterAsia @Freddie_covi

#imbsummit

2

#Moments

#imbsummit @Freddie_covi

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The universe is in us

@neiltyson


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Universal connectivity

@neiltyson


Brands don’t have target markets, they have target moments

@rorysutherland

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14%

increase in desktop internet usage

In the last 3 years:

+

increase in mobile (tablet and smartphone) internet usage

593%+

SOURCE | Social Guide Intelligence 2013, Social Guide, Jan 2014#imbsummit @Freddie_covi

SOURCE | Social Guide Intelligence 2013, Social Guide, Jan 2014

MOBILE HAS DOUBLED THE AMOUNT OF TIME SPENT ONLINE

desktop 477B

tablet 100B

smartphone 381B

2013

desktop 416B

2010

smartphone 81B

internet usage by minutes

Consumers are increasingly mobile


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Confidential

Mobile reaches more people, at more moments

LATE NIGHT EARLY MORNING DAYTIME EARLY EVENING PRIME TIME

SOURCE | Comscore Custom Analytics

mobile phones during transit

tablets are popular during the evening

mobile phones

tablets

desktop


1 billion moments to engage every 2 days


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Leadership Disruption


@TwitterAds | Confidential@TwitterAds | Confidential 14#imbsummit @Freddie_covi

Twitter, Inc. | Confidential

Warren Buffett @WarrenBuffett

Warren is in the house.


Twitter, Inc. | Confidential

Bill Gates @BillGates

Welcome to Twitter @WarrenBuffett. First ever Twitter bridge tourney starts now. I bid 3 Hearts. ow.ly/i/21tlH


17



@TwitterAds | Confidential@TwitterAds | Confidential 19

Barack Obama @BarackObama

Four more years. pic.twitter.com/bAJE6Vom





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Lee Hsien Loong @LeeHsienLoong

Backstage with @NajibRazak, waiting to join our Commonwealth colleagues for the Opening Ceremony. - LHL #CHOGM pic.twitter.com/jXCWDzZ1R1


News Disruption


3.2M+ TWEETS






“The Oscar Pistorius trial illustrates how hungry the public has become for real-time news”




Brand Disruption


#SMWF | @ShaneSteele #imbsummit @Freddie_covi

#SMWF | @ShaneSteele

8-Oct 9-Oct 10-Oct 11-Oct 12-Oct 13-Oct 14-Oct 15-Oct 16-Oct 17-Oct

2.8M+ Tweets


@TwitterAds | Confidential@TwitterAds | Confidential 37#imbsummit @Freddie_covi

@TwitterEspaña

Authentic footage from Kit Kat’s ascent to the edge of space: bit.ly/QkzTyw #breakfromgravity #stratos #gofelix #livejump

Kit Kat @KITKAT


LauraEllen @Laura_ellenxx

Can tell I like chocolate abit too much when I’m following @KITKAT and @Oreo hahahahahah


LauraEllen @Laura_ellenxx

Can tell I like chocolate abit too much when I’m following @KITKAT and @Oreo hahahahahah

Kit Kat @KITKAT

The fight for @Laura_ellenxx’s affections is on. @Oreo your move #haveabreak twitpic.com/cb1g84

Kit Kat @KITKAT

The fight for @Laura_ellenxx’s affections is on. @Oreo your more #haveabreak twitpic.com/cb1G84

Oreo Cookie @Oreo

Sorry, @KITKAT we couldn’t resist... #GiveOreoABreak pic.twitter.com/iMXjChet

Twitter, Inc. | Confidential ( )

SeatGeek @SeatGeek

Tweet

“What Twitter has is more important than reach right now. They’ve captured the in-the-moment space, which is incredibly important to marketers.” !Scott Zalaznik, Vice President of digital at Sprint.

Reach vs Real-Time


#imbsummit @Freddie_covi Source: Real Time for the Rest of Us / www.evergage.com

What is real-time marketing?


What channels support real-time marketing?


What are the benefits of real-time marketing?


What are the obstacles to real-time marketing?


Marketing #Moments


EVERYDAY

LIVE

PREDICTABLE

UNPREDICTABLE

ALWAYS ON EVENT

CONNECTED

REACTIVE


EVERYDAY

PREDICTABLE

UNPREDICTABLE

ALWAYS ON EVENT

Identify patters of conversations to leverage key moments for your brand


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

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“run”VOLUME OF CONVERSATION

WED SATFRITUE THU SUNMON

52 Source: Twitter Internal July, 2013


@TwitterAds | Confidential

Highlighting cool product

Organic Publishing for Followers



Twitter, Inc. | ConfidentialTwitter, Inc. | Confidential

Paid Distribution for Prospects



Customer Response for Loyalty


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

Moments matterNon-engaged userEngaged user

Purchase IntentBrand Favorability

+30%

+53%

Source: Nielsen Brand Effect for Twitter, March 201356#imbsummit @Freddie_covi


MON TUE WED THU FRI SAT SUN

“tired”VOLUME OF CONVERSATION

57 Source: Twitter Internal July, 2013


@TwitterAds | Confidential 58


Results for #WhyICantSleepAtNightRelated: #whyicantsleepatnight insomnia, #flipyourmorning, gnoooomes, hd...

zzzQuil @zzzQuil Seriously, these tweets will still be here tomorrow. Let’s go to bed together.

Promoted by zzzQuil

Top / All / TimelineTweets

Everyday moments

59#imbsummit @Freddie_covi

PREDICTABLE

UNPREDICTABLE

ALWAYS ON EVENT

CONNECTEDDevelop brand activations that

allow your brand to connect to an event, people and other media


Oreo prints 3D ‘trending’ cookies at #SXSW


The future of snacking starts at #SXSW - we’re creating custom Oreo cookies inspired by trending tweets.

Oreo Cookie @Oreo


I just ate a real time Oreo and it was pretty awesome. #eatthetweet #SXSW

Eric Franchi @ericfranchi

About to #eatthetweet with @oreo. Delicious.

Stephanie Scott @stephaniescott


https://twitter.com/search?q=%23eatthetweet&src=hash

https://twitter.com/Oreo

This is how they make custom @Oreo Cookies at #sxsw2014. #EattheTweet vine.co/v/MqxpL09O1Eg

Lance Ulanoff @LanceUlanoff





@TwitterAds | Confidential@TwitterAds | Confidential@TwitterAds | Confidential Confidential 69

Keep your helmet on. The new @AXE Make Love, Not War commercial is about to air. #KissForPeace pic.twitter.com/OSXZzs63ZE

AXE @AXE

Promoted by AXE

SOURCE | Topsy Pro



Pucker up for the cameras. Post your #KissForPeace and we’ll share it with the world in Times Square. pic.twitter.com/Ribl7NU8tV

AXE @AXE

In partnership with the Peace One Day organization, @AXE uses a multi-channel approach to promote the new Axe Peace fragrance line.



Was featured twice in Times Square (: #kissforpeace #axe #axecampaign #prettycool instagram.com/p/j94RUoAevH/

Jessica Tomek @Jesica_Tomek


@axe #KissForPeace pic.twitter.com/XlrDv7egUN

Jessica Tomek @Jesica_Tomek

https://twitter.com/MasterCard

LIVE

PREDICTABLE

UNPREDICTABLE

ALWAYS ON EVENT

Leverage live moments and engage your brand in real-time conversations


Global live sporting events thrive on Twitter

Source | Twitter Internal, 2014

UEFA Champions League 2013 Super Bowl XLVIII Sochi 2014 London 2012 Olympics

40m+ during the Games24.9m+

during the broadcast

150m+ during the Games

4.8m+ during the final

Twee

ts


66%of Twitter users

watch live events11% more than other social network users


Recent TV events have been bigger than ever

46M !

Unique Oscars TV viewers

Source | Twitter Internal, 2014#imbsummit @Freddie_covi

39M !

Unique Oscars Twitter audience

Recent TV events have been bigger than ever

3.3B !

Global Oscars Impressions

14.7M Tweets during the live

broadcast (up from 8.9M Tweets in 2013)




#Grammys 15.2M Tweets


#PharrellsHat


Hey @Pharrell, can we have our hat back? #GRAMMYs

Arby’s @Arbys


Y’all tryna start a roast beef? “@Arbys: Hey @Pharrell, can have our hat back? #GRAMMYs”

Pharrell Williams @Pharrell


Hey @Arbys, did @Pharrell give you that hat back? Still haven't heard from @Madonna about mine. - Larry #Grammys

QuakerOats @Quaker



A new record for the most retweeted Tweet ever

3.4M Retweets of

@TheEllenShow’s ‘Samsung selfie’

Ellen DeGeneres @TheEllenShow

If only Bradley's arm was longer. Best photo ever. #oscars pic.twitter.com/C9U5NOtGap

Retweets and Favorites data as of March 10, 2014#imbsummit @Freddie_covi


A cultural Re-Tweet Phenomenon



A cultural Re-Tweet Phenomenon


Adidas built upon TV commercials with exclusive, behind the scenes “making of” footage

adidas Basketball

Promoted by adidasHoops

NEW VIDEO: The Making of #QuickAintFair feat. @Dame_Lillard, @John_Wall, and @asvpxrocky youtu.be/

Holiday Inn Express

Promoted by Holiday Inn Express

No beach required. Surf with free internet access in your room! ihg.com/TVSurf #StaySmart pic.twitter.com/CooYYH7qFF

Holiday Inn Express uses rich media to showcase hotel amenities and drive consideration

Jaguar USA

Promoted by Jaguar USA

Who’s ready for round 4 of #MyTurnToJag? Tell us why you should win an iconic drive in our new #FTYPE. myturntojag.com

24 RETWEETS 42 FAVORITES

Derek Fung @bubandbob

@JaguarUSA My wife and I took our engagement photos in (and around) a JagXJ. bit.ly/NxgkTq

Jaguar engages their audience through a custom contest to win test drives of a new model

We’re seeing brands extend TV messaging

Twitter TV Targeting increases brand impact from TV advertising

higher purchase intent

+58%stronger message

association

+95%

Source | Nielsen, 2013#imbsummit @Freddie_covi

PREDICTABLE

UNPREDICTABLE

ALWAYS ON EVENT

REACTIVEStructure and train your teams

so they can react in the moment

Brands as news centres !

social marketing digital command centre marketing heartbeat crisis war room


Always-on !

Agency co-location Dedicated real-time teams Multipurpose video & content production


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the conversation engine™


Create The

Studio

93

#Moments



The medium is the message

@Marshall McLuhan


The moment is the media

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#thankyou

@TwitterAsia @Freddie_covi

#imbsummit

Technology

Frederique covington twitter