Generating value from social data in real-time, Dara Nasr from Twitter

These notes are from the adtech London exhibition in September 2013. Apologies for any brevity, grammar or spelling mistakes, I did the best I could! Here is a full list of all my presentation notes from adTech London 2013.

How the Jay-Z hashtags are linked by Dara Nasr from Twitter
How the Jay-Z hashtags are linked by Dara Nasr from Twitter

Dara Nasr is the Head of Agency Sales at Twitter, and had an arsenal of amusing, anecdotal case studies about brands on Twitter.

His opening slide was “Twitter: the real time pulse of the planet

Case studies:

  • @policiajun – 3,000 inhabitants in a town in aim. All civil communication handled by twitter
  • “Other companies preach mobile first…” 80% of access to twitter is via mobile, and mobile was truly before the web for Twitter
  • It took 3 years to serve a billion tweets. They now serve a billion tweets every 2 days

Successful Twitter users and brands:

  • Plan for everyday moments. He showed the use of everyday keywords such as shopping, which are cyclical around the days of the week. Time your tweets to coincide with everyday activities.
  • Plan for live moments. E.g. There were 6m tweets around the champions league final.  Nokia’s imitation is the form of flattery was retweeted 18m times when the new iPhone 5 was launched (and I retweeted their tweet because I thought it was funny). Successful brands and users have playful banter between competitors, which ends up successful for both. This ranges from political parties and politicians to CPG brands to sports personalities
  • Plan connected moments… Twitter and TV. Twitter bought Bluefin who connect Twitter to TV adverts. Twitter claim 60% of people use Twitter while watching TV. Dara went through a case study on Jay-Z boosting music sales
  • MTV ran a competition with [a staggering] 166m entries

Answers to questions from the audience:

  1. The brands who use Twitter well try and try again to get it right. Key companies are Samsung, Mondelēz, Paddy Power. They make mistakes, learn from them, and end up with successful campaigns
  2. On commercialisation: There are 3 ways Twitter makes money: from promoted tweets, promoted accounts and prompted trends, i.e. pushing results higher up on all 3 listings
  3. On commercialisation after a potential IPO: Twitter might not change that much because it’s very user focussed, and doesn’t want to do anything users don’t want.

Here is a full list of my presentation notes.

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