Sponsored Conversationsvia Twitter

Presented by Ted Murphy - @tedmurphy

platform pillars

Ethics• Mandatory disclosure

• Authentic voice

• Freedom of choice

• Transparency of identity

Scalability

Measurement

Simplicity

platform pillars

ethics

mandatory disclosure

Disclosure is systematically enforced• 100% compliance through proprietary Disclosure Engine™

• Designed to adhere to FTC and WOMMA guidelines

Multiple standardized options provided• Specific type of disclosure determined by Tweeter or Advertiser

I would like to thank my sponsor ACME.

AD: 1/2 off ACME widgets http://bit.ly/1234

Examples of disclosure within a Tweet

Tweeters can write their own tweets

Advertiser restrained from injecting opinion in advertiser written tweets

authenticity

Todays Tweet’s Sponsored by ACME.

I think that ACME’s widget is the best ever.

Unacceptable advertiser written tweet

Acceptable advertiser written tweet

freedom of choice

No auto-injection of any tweets• Tweeters must agree to each individual

Mutual handshake process• Tweeter must approve any advertiser written tweet

• Advertiser must approve any tweeter written tweet

transparency of identity

Detailed information about Tweeters• Stats from multiple sources

• Twitter

• Twitter Grader

• Twitter Counter

Advertisers info displayed to Tweeters• Reduces promotion of affiliate offers without tweeter knowledge

• Allows both parties to research and follow each other

platform pillars

scalability

tweeter spectrum

People using Twitter

Am

ount

of f

ollo

wer

s p

eopl

e ha

ve

@kimkardashian1.6M Followers

@chrispirillo71K Followers

@pensieverobin2.6K Followers

@speedtv

Aggregate users with less followers• Provides more variation in messaging

• Ability to execute on smaller campaigns

• Open to performance based options

Access to power users• Mainstream media celebrities

• Web celebrities

• Media properties

Ability to drive massivetraffic from influencers in short time frames

@pop17

reach the masses

@kendrawilkinson

platform pillars

measurement

measurement

Bit.ly integration to shorten URLs• Integrated reporting within sponsored tweets

• More detailed reporting via Bit.ly

One click Google Analytics tracking• By Source

• By Campaign

• By Tweeter

Provides the ability totrack conversion onfrom an individualTweeter

platform pillars

simplicity

simplicity

Self serve platform

User friendly interface• Advertisers : Make your first offer in under 5 minutes

• Tweeters : Get setup to receive offers in under 2 minutes

Telephone, email and twitter support