twitter vodafone

Twitter and the evolution of #social tothe centre of the digital eco-systemAliza Knox, Managing Director of Online Sales, APAC Twitter, Inc. @alizaknox

Alice Smith, Social Media Campaign Manager, Vodafone Australia.@alicesinwonders

Twitter brings youcloser...

@TwitterAds | Confidential 5

Adidas @Adidas

What happened when David Beckham surprised fans in our UK #takethestage photobooth? youtu.be/goOgSpzYe6I

Tweets

Adidas #TakeTheStage Photo booth

@TwitterAds | Confidential 6

London helicopter crash 16 Jan 2013London helicopter crash 16 Jan 2013

8:03AM

Aaron JamesRodgers@bottle_bohemia`

248RETWEETS

16FAVORITES

Just witness an horrific crash!Helicopter hit a crane, spiralled intothe ground!pic.twitter.com/oZ6wFWJT

Quin@QuinMurray

Helicopter just hit a crane and crasheda few metres in front of me in vauxhall.Completely shaken.pic.twitter.com/2YJvzsp3

2,379RETWEETS

100FAVORITES

8:05AM

BBC Radio 5 live@bbc5live

BREAKING: Reports a helicopterhas crashed at South Bank inLondon. Live: ow.ly/gQUoy

8:13AM

129RETWEETS

2FAVORITES

Craig Jenner@craiglet

Helicopter just hit our building invauxhallpic.twitter.com/HbktDNkp

2,563RETWEETS

116FAVORITES

8:15AM

BBC BreakingNews@BBCBreaking

#Helicopter crashes duringmorning rush hour near#Vauxhall station in southLondon, witnesses report - noofficial confirmation

8:17AM

1,441RETWEETS

19FAVORITES

Twitter users are GLOBAL

31% North America

16% South

America

25% Asia

1%

20% Europe

5% Africa

AU

5% Middle

East

200Mactive users

Now: Every 2.5 daysThen: 3 years, 2 months, 1 day

1 Billion Tweets

Issues with products orservice

Requests about thecompany

Customer serviceinteractions

Sales leads

70%

66%

60%

42%

When you listen, you find

Rupak Saluja @roopaksaluja

Breakfast Pre-PPM at @fsmumbai.Featuring croissants & Bircher Muesli.twitpic.com/8d19zk

Four Seasons Mumbai @FSMumbai

@roopaksaluja Enjoy your breakfast. Happy Sunday! : )

Rupak Saluja @roopaksaluja

@FSMumbai thx. Must complain about the service though. As a regular, I find breakfastservice to be below par & below global FS standards.

Four Seasons Mumbai @FSMumbai

@roopaksaluja Thanks for the feedback. We will address it with ourteam.

Rupak Saluja @roopaksaluja

@FSMumbai Thx for the prompt action. Rashmi came to my tableto get feedback. Stuff gets easily forgiven when attended to likethat.

build brandengagement

increase purchases

build brandengagement

increase purchases

Promoted

Promoted Tweet

Promoted Trend

Promoted Account

10xnumber of downloads comparedto other mobile advertisingchannels

5.6 Peak engagement rate

300%increase in followers

Drive in-tweet interaction with cardsPreview content, integrate media and deep-link to sites and downloads within a Tweet

MediaImage: photos

Player: audio/video/livestream

ProductProduct summary with link to website

AppMobile app card with the app download feature

SummaryIn-Tweet article summary with link to website

introducing VineSign in with

Twitter

Sign in withEmail

Samsung #GalaxyVine

Samsung Mobile US @SamsungMobileUSThere’s a first Vine on every phone. Galaxy owners, startyour index fingers. #GalaxyVine vine.co/b3v1m5p6ljn

Promoted by Samsung Mobile US

Twitter, Inc. | Confidential

Source: Compete US 2012; Source: BlueFin Study 2012THE

SOURCE

TWITTER DRIVES THE ONLINE TV CONVERSATION

50%Of Twitter users accessTwitter while watching

TV

95% Of the public conversationaround TV is taking place onTwitter

33

One can move the world with 140 characters.

villainVodafone’s journeyfrom villain to hero

Vodafone Australia, July 2013

Changing the brand oneconversation at a time viaTwitter

How does Twitter help us tobe heroes?

AvailabilityWe are where our customerswant us to and expect us to be

EngagementTwo-way conversations and alistening tool to form businessdecisions

BrandThe voice of our humannetwork

Using Twitter for Care

AccessibilityQuick fire responses from@VodafoneAU_Help

Risk managementBeing resolution focused, timely and honest

ResolutionsFast and in the channel chosen by the customer(Twitter)

Using Twitter for Brand

Products & ServicesBrand VoiceMarketing Campaigns

•••

Gaga = social royaltyAll Time Vodafone prepaid to leveragethe Gaga mania in the social spaceContent long-tail

••

•

#AllTimeGagaLive

1st Aussie brand to bookpromoted tweets

Second screen interactions

Impressions

Clicks

#TheVoiceAU

#TheVoiceAU

Results6.2Mimpressions

746retweets

12.4%engagement ratein search

34%positive brandsentiment

#TeamVodafone

Interest targeting

Results34,500engagements

2300unique brandmentions

15.4%peak engagementrate

36%positive brandsentiment

Give Vodafonecustomers andcricket lovers ameans to accesstheir passion;anywhere, anytime.

Cricket

Cricket

Results1.3Mapp downloads

2.5Mpromoted tweetimpressions

6000app downloadleads via Twitter

Real time:One-to-one marketing

#MaddensHW

80retweets

368mentions

303uses of #MaddensHW

27,162reach

18 live tweets real time responding andretweeting

167$men(ons$at$9pm.$Trends$stayed$the$

same$

Conversa)on*peaked*at*8pm*with*417*men)ons.*Trends:*Re;twee)ng*Joel*Madden’s*‘Stuck*in*the*basement’*Tweet;*

conversa)on*around*the*party*and*enjoyment.*

#MaddensHW

Generating positive word ofmouth

Team Joel Madden | @Team_JoelMadden | 6,537 Followers|Tweet

Where to now?

Restore trust and confidenceAmplify the voice of our advocatesWe’re still on our way to being a hero - Twitter is a key part of our brand recovery arsenal

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