Twtr chamber112811 revised [compatibility mode]

Issue Advocacy and the First Twitter Election

November 28, 2011

TWITTER INC. CONFIDENTIAL 1

The Twitter Election

The Twitter Election

“In 2012, the Web phenomenon mostlikely to change the political dynamicis Twitter, the social networking sitethat creates a real-time loop of

”that creates a real-time loop ofcommunication among its users.”

- The Hill, “Welcome to thefirst Twitter Election,” Nov 25,2011

@joedoe Handle

Who I Follow

My Followers

How Twitter Works

My Followers

SuggestedAccounts ToFollow

TrendingTopics

Timeline


Connect through interests

brandsTech Industry

humor

colleagues

NEWS music

Politicssports

fatherentertainment food & travel


#RealTime


400M+Unique Visitors / Month

Twitter growth

Unique Visitors / Month

100M+Active Users

250M+Tweets per day


2006 20122009

Billions of Tweets served

Then: 3 years, 2 months, 1 day

Now: 4.5 days


Now: 4.5 days

Twitter is mobile

of active users utilizeTwitter on a mobiledevice

TWITTER INC. CONFIDENTIAL

of new Twitter users starton a mobile device

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Millions of ways to use Twitter

60%Tweet Producers

40%Tweet Consumers


Listen@ReplyRetweetListen Tweet

Twitter users are opinionleaders


* Exact Target / CoTweet - June 2010‡ Pew Research Center - June 2011

SOURCES:

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Top Tweet producers

Political Leaders100% of Presidential candidates are on Twitter

AthletesAthletes90% of NBA basketball players are on Twitter

Humanitarians99% of America’s top 200 non-profits are on Twitter

Entertainers90% of the Billboard Top 100 are on Twitter


TV Shows100% of the top 50 Nielsen-ratedTV shows are on Twitter

200000

250000

Television Drives Twitter UsagePlan ahead to target organically trending topics and #hashtags during relevantoffline events to increase the frequency and reach of your content. Align yourmessaging with popular conversations in real-time.

“#CNNdebate”

100000

150000 Democracy

Democrat

GOP

Republican

Bloomberg Debate

CNN Debate

Fox Debate

Republican Debate

“#GOPdebate”“#GOPdebate”

“#GOPdebate”

“#CNNdebate”

“#ECONdebate”Nu

mb

er

of

Men

tio

ns

TWITTER INC. CONFIDENTIAL0

50000

6/1 6/8 6/15 6/22 6/29 7/6 7/13 7/20 7/27 8/3 8/10 8/17 8/24 8/31 9/7 9/14 9/21 9/28 10/5 10/1210/1913

Promoted Products for Politics

- Political Ads Launch

September 21, 2011

- DC - based team established

- Political ads identifiable by thepurple check

- Mouse - over for customizabledisclaimer language


Media ProductsMedia Products


Engagement matters

.05% Standard Display


.05% Standard Display

1. Scale your followers using

Promoted Accountsto add more advocates and influencers

2. Amplify conversations through

Promoted Tweetsfor authentic word-of-mouth interaction

3. Ramp awareness with


3. Ramp awareness with

Promoted Trendsthat drive buzz and engagement

Scale your followers in the Who to follow module

Promoted Accounts


add advocates | enrich conversations | grow incremental earnedmedia

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The Value of Your Followers

Your campaign will invest time and money into the content published on Twitter.Doubling the amount of followers at the beginning of the campaign will double theamount of engagement/ROI and earned media from the same (fixed) amount ofinput/updates.

15,000

20,000

25,000

30,000

OrganicFollowers

Due to the increased activity, we see a 12% avg. uplift inorganic follower acquisition when advertisers runPromoted Accounts.

Proposed media plan

To

talF

oll

ow

ers

18k

20,000

15,000

10,000

Twitter Confidential 2011 19

0

5,000

10,000

Nov. 2011 Nov. 2012

Current run rate has CLIENT X’s acquiring anestimated 6k organic followers by Election Day.6k

5,000

Targeting options

Promoted Tweets


Geo-targeting by DMA also available for local and regional campaigns

17

In timelinesto followers or follower-look-a-likes

In searchat the top of the results page

Accelerate awareness of your message

Promoted Trends


capture the moment | seed conversation | generate buzz

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Accelerate awareness of your message

Promoted Trends


capture the moment | seed conversation | generate buzz

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Case Study & BestCase Study & BestPractices


Organic or paid, Twitter drives reach & exposure for yourbrand

Increasing reach

Promoted Accountsscale your followers

Promoted Tweetsin the Timeline

Organic Tweets

Twitter Confidential 2011 24

Promoted Tweetsto Followers

98% included links for deeper engagementLink

Maximizing Engagement viaPaid & Organic ActivityThere are 8 common traits that drive the highest level of engagement forboth Promoted & Organic Tweets:

98% included links for deeper engagement

72% used hashtags to brand the conversation

70% featured new, up-to-the minute content

40% used direct calls to action (“Click here”)

40% were exclamatory in tone (used “!”)

Link

Hashtag

Real-Time

Call to Action

Exclamatory!


38% announced the launch of a new product

24% asked a question

22% related to a game or contest

New Product

Ask a Question

Game-Related

Goal:

Grow awareness, increase donations andpetition signatures.

National Parks Conservation Associationleverages a current event to drive actions

petition signatures.

Solution:

Piggy-back Promoted Tweets on anorganically trending topic

Results:

Using #IfGovernmentShutsDown injectedimmediacy into the campaign.

Over 5,200 people clicked on the link in the


Over 5,200 people clicked on the link in theTweet to contact members of Congress tosupport national park funding

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Picked up by Twitter’s “Top Tweets” and broadcasted to an additional 1.1 millionpeople

CNN reported the message being one of the most popular government shutdownTweets

• Promoted Accounts:Built an influential follower

@uschamber

U.S. Chamber of Commerce

Promoted Accounts, Promoted Tweets

Twitter helps the U.S. Chamber reach an influential audience

Built an influential followerbase by targeting usersinterested in policy issues

• Promoted Tweets: Used hashtags such as#jobs to communicate jobs creation planand to ask for petition signatures

• Retweet rates for Promoted Tweets: 50%higher than the average across Twitter

• Acquired in 3 months, the same number of

@TwitterAds | Confidential

• Acquired in 3 months, the same number offollowers it would have taken 4 years toacquire organically

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Twitter users are 50% more likely toinfluence someone’s vote*

80% of Congress is on Twitter

*2011 Pew Research Center Study

Challenge: The U.S. Chamber of Commerce invests heavily intraditional media to relay its position on national issues. With theincreasing success of social media in galvanizing the public, the

CAMPAIGN TIP

@uschamber

U.S. Chamber of CommerceTwitter helps the U.S. Chamber reach an influential audience

Promoted Accounts, Promoted Tweets

increasing success of social media in galvanizing the public, theorganization wanted to add more dynamic ways tocommunicate policy issues to influencers.

Solution: Twitter offers access to journalists, traditional newsmedia, the general public and government leaders — over 80%of Congress is on Twitter. Twitter users are also 50% more likelyto influence someone’s vote*. U.S. Chamber used PromotedAccounts to build a follower base of these influential groups andthen used Promoted Tweets to broadcast issues such as jobscreation.

Use Promoted Accounts to

extend the impact of your

Tweets by building a base of

influential followers who will

help you spread your message.

@TwitterAds | Confidential

creation.

Results: At an organic rate it would have taken the U.S.Chamber about four years to gain the same number of followersthat it acquired in only three months from the campaign.Followers fit right into the influential target audience — mostalso followed members of Congress and national campaigncommittees. Retweet rates for Promoted Tweets were high —50% more than the average rate.

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*2011 Pew Research Center Study

Analytics


Who are your

followers and when

did you get them?

Promoted Accounts

See when yourexisting followersstarted followingyou

Discover their top


See where yourfollowers are from bycountry and state,and dive into each

Discover their topinterests Gender

Gain insight intothe accounts youshare mostfollowers with

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Promoted TweetsPromoted Tweet and Timeline Activity dashboards


Check out individual Tweet andoverall campaign performance

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Promoted TrendsTools to gauge engagement and performance

Everything you wantto know about Trendperformance can beperformance can befound on the TrendsDashboard


#[email protected]@twitter.com

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Twtr chamber112811 revised [compatibility mode]

Education

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