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
59 characters

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

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

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

@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

@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?
www.evergage.com

What channels support real-time marketing?
www.evergage.com

What are the beneﬁts of real-time marketing?
www.evergage.com

What are the obstacles to real-time marketing?
www.evergage.com

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
“run”
VOLUME OF CONVERSATION
WED SATFRITUE THU SUNMON
52
Source: Twitter Internal July, 2013

@TwitterAds | Conﬁdential
Organic Publishing
for Followers

Twitter, Inc. | ConﬁdentialTwitter, Inc. | Conﬁdential
Paid Distribution for
Prospects

Customer Response
for Loyalty

@TwitterAds | Confidential@TwitterAds | Confidential@TwitterAds | Confidential
Moments matter
Non-engaged user
Engaged user
Purchase IntentBrand Favorability
+30%
+53%
Source: Nielsen Brand Effect for Twitter, March 2013
56

MON TUE WED THU FRI SAT SUN
“tired”
VOLUME OF CONVERSATION
57
Source: Twitter Internal July, 2013

@TwitterAds | Conﬁdential 58

Results for #WhyICantSleepAtNight
Related: #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
CONNECTED
Develop 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

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

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

Conﬁdential 70
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.

Conﬁdential 71
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

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 Games
24.9m+
during the broadcast
150m+during the Games
4.8m+
during the ﬁnal
Tweets

66%of Twitter users
watch live events
11% more than other social network users

Recent TV events have been bigger than ever
46M!
Unique Oscars TV
viewers
39M!
Unique Oscars
Twitter audience

Recent TV events have been bigger than ever
3.3B!
Global Oscars
Impressions
14.7MTweets 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
3.4MRetweets 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

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

PREDICTABLE
UNPREDICTABLE
ALWAYS
ON
EVENT
REACTIVE
Structure 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

Frederique covington twitter

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