Yesterday afternoon The Tanks at London’s Tate Museum played host to the Twitter for Brands event, bringing together 500 UK marketers for a series of announcements, presentations and stories about how the social media platform can be used to help campaigns achieve their full potential.
Speaking at the event from Twitter were UK sales director Bruce Daisley, senior director of product for revenue Kevin Weil, and UK managing director Tony Wang. Also taking to the stage were delegates from Paddy Power, Live Nation, Electronic Arts and AmEx. For those who couldn’t attend The Drum has created our 10 key facts, and in true Twitter style they’re all in 140 characters or less.
1. 80 per cent of UK users use Twitter on mobile and over 90 per cent of Twitter conversations are about TV.
2. Bruce Daisley says Sir Martin Sorrell’s views on Twitter not being an advertising medium are “not of this time”. 3. Keyword targeting focuses on the ‘When’ in marketing allowing brands to capture their audience as soon as they express intent.4. Hashtags are vital to marketing campaigns; Daisley said “Twitter is the chat room, the hashtag is the channel”.
Oreo's Superbowl blackout Tweet was Re-Tweeted 16,000 times5. Twitter is now the destination for Real Time Marketing. Leveraging real time interest can make for real time intent. 6. Deloitte LLP results show the potential impact Tweets can have on ROI for both B2B and consumer brands.
7. For video games, positive Twitter buzz on top of existing above-the-line ads can drive more sales than additional ad spend. 8. If FIFA13 had increased Twitter conversations by 10 per cent ROI would have increased by £1.4m, Call of Duty would have seen a £3.2m rise.
9. You don’t have to be funny to be successful on Twitter; research showed being informative is more important.
10. O2 was rewarded for its creative Twitter use with the first ever #Flock, a cuckoo clock powered by Tweets created by BERG.