Twitter

October 2014

1. Audience

2. Communication formats

3. Features of content

4. World cases

Content

Audience 1

80%

30 000 000 tweets per month

1 500 000 active users

mobile

devices

Audience portrait

TA: Ukraine, internet users *According to InMind for August 2014 и and Ukrainian Government Statistics for August 2014, and internal Twitter statistics for August 2014.

50K - 35%

50K + 65%

Low income 27%

Mod. income

43%

Upper income

29%

High income 1%

15 - 24 19%

25 - 34 20%

35 - 44 25%

45+ 36%

M 48%

F 52%

This is the number of users from

Ukraine, who performed at least

one action (Tweet or Re-Tweet)

during the last month.

This is the number of tweets,

which is generated by UA Twitter

community per one month.

This is the share of Tweets, which were

performed from mobile platforms

(smartphone, tablet).

• For this moment the share of active UA Twitter users is 8% from all of the active UA Intenet community.

• Reach of the service is more than 3 500 000 visitors per month, what is equal to 18% of UANet audience.

• Channel main specific is that it is very high crossed with TV, especially with direct Live translations.

• Most of the registered users Logs In with mobile platforms.

• The users shows very high involving rates, according to the reports of finished campaigns.

Conclusion

TA: Ukraine, All internet users *According to InMind for August 2014 and GovStatistics for August 2014, and also according to internal service statistics of active users for August 2014.

Communication Formats 2

Main commercial formats

Main commercial formats

Account promotion.

Payment type: per follower.

Note: set up the basic subscribers for account.

Main commercial formats

Tweet promotion.

Payment type: per action (reply, retweet, fave).

Using: traffic generation for the account.

Account promotion.

Payment type: per follower.

Note: set up the basic subscribers for account.

Main commercial formats

Tweet promotion.

Payment type: per action (reply, retweet, fave).

Using: traffic generation for the account.

Account promotion.

Payment type: per follower.

Note: set up the basic subscribers for account.

Trend promotion (putting the trend to the top of

currently discussed).

Payment type: per day (static).

Note: generation of organic traffic for the account.

The main advantage of Twitter is the ability to use it as Owned communication channel with consumers, to contact in real

time mode.

The main functions of advertising models are directed to attract new followers for an account deliver the visitors traffic to

the account page.

A perfect platform for seeding viral activity. And also – perfect communication bridge for Cross-Media projects.

All types of Social Networks targetings are available for dynamic types of Ad`s for Twitter.

Conclusion

Features of Content 3

UA Internet Twitter segment trends

• Twitter management stated incredible growth of the service in UA Internet segment, according to the last 12 months statistics. First of all it was due to the

flash mobs with the #Euromaidan hashtag, which pushed UA news to the top of world Twitter trends.

• For UA Internet users Twitter is used as the main source of urgent news and a channel for direct communication.

Twitter-content for brands:

Broadcasting of posts from main social

networks

Brand Journalism Content Special-Projects

Twitter-content for brands:

Broadcasting of posts from main social

networks

Brand Journalism Content Special-Projects

Likes 4 600

Retweets 12 000

Twitter-content for brands:

Broadcasting of posts from main social

networks

Brand Journalism Content Special-Projects

Likes 8

Retweets 14

Likes 4 600

Retweets 12 000

• Features of social networks suggest short, succinct and fast-posted messages.

• The most popular trends in Twitter are posts with a quick response to social events.

• Brands are actively using content content Special Projects to highlight themselves against other accounts.

Conclusion

World Cases 4

Global brand, manufacturer of corn flakes.

Launched in 1951, in the United States.

Is one of the leaders of category in the world.

Kellog`s – Frosted Flakes

Direct communication

Twitter user left a tweet, in which he has tagged and

attached a photo, in which she showed that into the pack

of cereals was an piece of crap.

With tagging @KelloggsUK (the official Kellogg`s account),

the user has paid attention to the post for all subscribers of

the brand.

Direct communication

@KelloggsUK asked the girl to leave her contact number to

get in contact with her and find a way to resolve this

situation.

Girl in turn invited for tomorrow Tony the Tiger, the brand

mascot, to be her guest for breakfast, on the next day.

Direct communication

Тигр Тони, посетил день рождение девушки, сделали

совместное фото и сделали и выложили твит по этому

поводу.

Это увидели все подписчики официального аккаунта

бренда.

Tony the Tiger, visited the girl next day. She made a joint

photo and posted a tweet about it.

And again: all of the Kellogg`s followers saw it. This Made a

trust rating move up instead of potential falling down.

World-wide Men's personal take-care products producer.

Launched 1983, in France.

Is one of the world category leaders.

AXE

Cross-Media communication

The brand has launched a global cross-media project with

the core mechanics formed around Twitter service.

Specially for this campaign an multiple award winning video

was filmed and was broadcast around the world.

Exactly in this video the #kissforpeace hashtag was

presented to the audience for the first time.

Cross-Media communication

Couples all around the world were proposed to make a

photo of their kiss and tweet it with the #kissforpeace

hashtag.

The participants photos were aired on City boards in the

central squares of cities.

Thank you!