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