twitter: measuring the unconscious

M E A S U R I N G T H E U N C O N S C I O U S

G L O B A L M A R K E T I N G R E S E A R C H

@ M D TAY L O R

OF TWITTER USERS ACCESS VIA MOBILE

Source | UK User Deep Dive, Nielsen, 2014

80%

H O W M E M O R A B L E I S C O N T E N T O N T W I T T E R ?

WHAT DID WE MEASURE?

The process in which information is encoded and stored

MEMORY

Measure of how energised we are, positively or negatively, by a communication or situation

EMOTIONAL INTENSITY

SENSE OF PERSONAL RELEVANCE

Sense of engagement and connection one feels in

response to a setting or situation

S E N S E O F P E R S O N A L R E L E VA N C E

ONLINE NORM

TWITTER ACTIVE USE

+51%

S E N S E O F P E R S O N A L R E L E VA N C E

E M OT I O N A L I N T E N S I T Y

TWITTER ACTIVE USE

+75%

ONLINE NORM

E M O T I O N A L I N T E N S I T Y

MEMORY

ONLINE NORM

TWITTER ACTIVE USE

+56%

M E M O R Y

SO WHAT ABOUT BRANDS?

Make branding instantly identifiable, even when it’s small & moving

O N E

Drive a strong emotional response T W O

Prompt interaction and engagement, rather than passive reading

T H R E E

Capitalise on anticipation F O U R

Incorporate content with narrative development and story telling

F I V E

W H AT U N C O N S C I O U S LY I N F L U E N C E S U S O N T W I T T E R ?

# T W I T T E R W O R K S

First impressions matter

ANCHORING

Source | TV & Twitter, Thinkbox & BrainJuicer, 2014

ADMITTED TO TAILORING TWEETS TO BE FUNNY ENOUGH TO BE RETWEETED

15%

THOUGHT THAT EVERYBODY ELSE DID

Source | TV & Twitter, Thinkbox & BrainJuicer, 2014

76%

INDUSTRY VALIDATION

#LFW

COMPETITION

Source | Unconscious Cues, Twitter & Isobar, 2014

RResident@ResidentLtd

R Resident @ResidentLtdOur Floral Pencil Skirt has been given thegold seal of approval by @glamourmaguk

15m

R Resident @ResidentLtdOur #streetstyle edit from #LFW is now uponline! Overall the buzz words are #relaxed#colourblock #clean

17m

R Resident @ResidentLtd@resident Enter by 4pm GMT Sunday, we’ll DM 1 random winner who’ll win 1

19m

R Resident @ResidentLtd

Our Floral Pencil Skirt has been given the gold seal of approval by @glamourmaguk

15m

Expand


Our #streetstyle edit from #LFW is now up online! Overall thebuzz words are #relaxed #colourblock #clean

17m

Expand


@residentLtd Enter by 4pm GMT Sunday, we’ll DM 1 randomwinner who’ll win 1 outfit up to £500 & a Google Chromebook

19m

Expand


Our Floral Pencil Skirt has been given the gold seal of approval by @glmourmaguk

15m


Our #streetstyle edit from #LFW is now up online! Overall thebuzz words are #relaxed #colourblock #clean

17m


@residentLtd Enter by 4pm GMT Sunday, we’ll DM 1 randomwinner who’ll win 1 outfit up to £500 & a Google Chromebook

19m

Promoted by ResidentLtd



MORE LIKELY TO TRUST A BRAND WITH A VERY HIGH NUMBER OF FOLLOWERS

27%



MORE WILLING TO BUY FROM A BRAND WITH A VERY HIGH NUMBER OF FOLLOWERS

19%


PROMOTED TWEETS SCORED 20% HIGHER

THAN ORGANIC

IN DRIVING BRAND CONSIDERATIONPromoted by BrandName


1. Funny 2. Responsible 3. Serious

1. Serious 2. Funny 3. Responsible

LIKEABILITY CONSIDERATION

USER DEFINITION ‘FUNNY’

Let’s face it, we all like a burger that’s why Resident jeans are super-stretch.

@ResidentLtd, supportingyour eating habits since 1992

United Kingdom

USER DEFINITION ‘SERIOUS’

Founded in 1992 by designer Amy Monroe, we havegrown into a leading fashion chain. Our values

are simplicity, versatility and trust

United Kingdom

USER DEFINITION ‘RESPONSIBLE’

Here @ResidentLtd, 10% of our profits go toa nominated charity each year! Follow us for all fashion updates or tweet @ResidentLtd

for queries

United Kingdom

VARY YOUR TONE

Think about which TOV is the best fit with the

objectives of a campaign.


T H A N K YO U

twitter: measuring the unconscious

Business

e t i n g r e s e

t t e r w o r

s e n s e o f p e r

o t i o n

e i s c o n t e n t

e va n c e

i n t e n s i t y

u e n c e s u s o n