1. #DINFOSSMW
Jared Benoff March 2017

2. Agenda
Twitter today
Campaign strategy
Success story
Q&A

3. Twitter today

4. 500m 1B 319M Twitter in the world Monthly active users
Unique visits to sites with Tweets
Tweets every day

5. What you’ve seen there is some of the highlights over the last few weeks…. if we had edited this over the last few days you would have seen toblerones

6. Twitter is What’s
Happening

7. Campaign strategy

8. Time for a road trip

9. What’s the goal of your roadtrip?
#Goals
What’s the goal of your roadtrip?

10. Define your goals
Point 1: Example A: Reach 100% participation on Twitter from all 535 Members in Congress. Example B: Increase adoption of the Twitter Q&A app to publish native video––measured by 10 Tweets per session
Point 2: Justify the resources, and the investment of your own time!
Point 3: Connect the is a function which is important because XYZ. 1
Why should you invest time and resources into this initiative/event? 2
How does this align to your organization goals? 3
What is your primary goal?

11. What will it take to get to your destination?
#Plans
What will it take to get to your destination?

12. Map your plan 1 2 3 Tactics Key Results Stakeholders
Who are the relevant stakeholders, both internally and externally
What resources do you have available, what additional resources do you need
What audience are you trying to reach
What’s your timeline
What tactics will you use 1
Tactics 2
Key Results 3
Stakeholders

13. Tactics Goals Tactics Tools Increase media content
Utilize pro media tools to instantly publish and clip live media content natively onto Twitter
studio.Twitter.com
SnappyTV
Periscope
Premium Live Video
Twitter Challenger
Twitter Q&A
Increase audience participation
Utilize public engagement tools to directly engage and encourage your audiences to Tweet
Conversational Video
Expand reach of content
Utilize curation and publishing tools to extend content to web properties
TwitterMoments
Syndication Tools
Developer Tools

14. Key Results How are you going to measure tactics to meet your goals?
Volume. Increase in number of Tweets, Tweets with photos/videos, etc.
Reach. Increase in impressions, number of video views, video completion, etc.
Earned Media. External coverage of campaign activity.
Competition. Performance as compared to other platforms.
Relationships. Demonstrated partnership with key stakeholders and influencers.

15. What happens if you hit a detour?
#OhCRAP
What happens if you hit a detour?

16. Have questions? Email us at gov@twitter.com
Encountering obstacles
Have questions? us at

17. How will you know it was a successful roadtrip?
#Measure
How will you know it was a successful roadtrip?

18. Measurement
How are you going to evaluate metrics to determine whether goals are met?
Tools. What tools and resources do you need to gather relevant metrics?
Benchmarks. What are the points of comparison?
Off-Twitter. How to quantify results off of Twitter?
Impact. What metrics and results matter the most?

19. Measurement

20. Did we meet the goals of our roadtrip?
#Review
Did we meet the goals of our roadtrip?

21. Review
Analyze whether goals were met, what are the key learnings, and next steps
Goals. Did the results demonstrate that the goals were met?
Key Learnings. What did you learn?
Sharing. Who should you share your learnings with?
Next Steps. Should you do this again? How do you continue this campaign?

22. Rinse and repeat.

23. Case

24. @JCCIC

25. Grow @JCCIC audience through live production capabilities
Goals
Plans
Measure
Review

26. Plan your time Plans How @JCCIC reached their goal Goals Measure
Review plans, testing, tool enrollment, trainings
PRE-EVENT
Event execution.
DURING
Review results with external partner.
POST EVENT
Plans
Measure
Review
Content planning, resource allocation, internal buy-in
PRE-EVENT
Download & analyze metrics, draft report, conduct internal review and share with stakeholders.
POST EVENT

27. Tactics Plans Goals Measure Review Goals Tactics Tools
Increase media content
Utilize pro media tools to instantly publish and clip live media content natively onto Twitter
studio.Twitter.com
SnappyTV
Periscope
Premium Live Video
Twitter Challenger
Twitter Q&A
Increase audience participation
Utilize public engagement tools to directly engage and encourage your audiences to Tweet
Conversational Video
Expand reach of content
Utilize curation and publishing tools to extend content to web properties
TwitterMoments
Syndication Tools
Developer Tools
Goals
Plans
Measure
Review

28. How will @JCCIC measure their tactics to reach their goal?
Goals
Metrics to measure:
☑ Followers
Impressions
☑ Engagement
Plans
Measure
Review

29. Goals
Tactics
Plans
Measure
Review

30. Polls
Goals
Plans
Measure
Review

31. Influencers One hour to go. #InaugurationDay Paul Ryan @SpeakerRyan
10:10 AM – 20 Jan 2017
493
1,454

32. Periscope
Goals
Plans
Measure
Review

33. Live video clips
Goals
Plans
Measure
Review

34. Goals
Results
Plans
Measure
Review

35. Goal: Grow @JCCIC audience through live production capabilities
Measure
Goal: audience through live production capabilities
Goals
Metrics to measure:
Followers
☑ Impressions
☑ Engagement
Plans
Measure
Review

36. @JCCIC follower growth8K
Goals
Plans
Measure
Review
11/8/16-1/30/17

37. @JCCIC impressions around the #Inauguration
187 Tweets totaling 2.7M impressions, average of 33,000 impressions per Tweet
Goals
Plans
Measure
Review

38. Total Impressions per Tweet type
Goals
Plans
Measure
Review
11/8/16-1/30/17

39. Average Engagements per Tweet type
Goals
Plans
Measure
Review
11/8/16-1/30/17

40. Recap
5 focus areas to build a successful Twitter campaign
#Goals. Define why this matters to your mission to set you on the right path.
#Planning. Identify stakeholders, tactics, timeline of events, and key results.
#OhCrap. Expect the unexpected and know how to get in touch.
#Measurement. Map metrics to your goals.
#Review. Analyze whether goals were met, what are the key learnings, and next steps.

41. Thank you!