This week, our Washington Twitter team convened a #TwitterDC event for advertisers, associations, issue advocacy groups, nonprofits and agencies to share lessons learned from the U.S. presidential election. With red, white and blue decorations for the upcoming Inaugural parade visible from the windows, over 100 attendees gathered at the Ronald Reagan building on Pennsylvania Avenue for a recap of the #TwitterElection and a look forward at ways advertisers – inside the Beltway and beyond – can use Twitter to succeed in 2013.
Twitter’s Mindy Finn (@mindyfinn) kicked off the event with an overview of how the presidential campaigns used Twitter. She shared how the narrative of the campaign was driven largely by Twitter. In this election, rapid response for the first time became real-time response and persuasion messages were delivered to voters on their phones as they waited in line to cast their ballots. Her four key takeaways from the election:
1. Listen to the community by monitoring Twitter conversations.
2. Build your community by growing your followers in a targeted way.
Promoted accounts help reach targeted audiences #TwitterDC— Tina Anthony ( @TinaCAnthony) January 16, 2013
3. Engage the community with compelling content and real-time interaction.
Retweeting supporters is a great way to reward and build loyalty with your supporters. #TwitterDC— Allen Fuller ( @allenfuller) January 16, 2013
4. Move the community with effective persuasion and clear calls to action.
Jenna Golden (@jigolden) explained how savvy organizations use Twitter to drive advocacy and earned media. She highlighted the effective use of strong calls to action, rich media, live-tweeting during events and celebrity spokespeople by prominent organizations like @AmericasPower, @CEA, @ClimateReality, @NYCBevChoices and others.
Twitter highlights the importance of a call-to-action (aka putting “Please RT”) in front of your tweet. #twitterdc— Brittany Cohan ( @bccohan) January 16, 2013
Love this: promoted tweets with a phone number to get people to act “in the moment” #TwitterDC— serenety hanley ( @serenetyhanley) January 16, 2013
As someone who has helped grow our team in DC, I was excited to provide a sneak peek into the Twitter 2013 product roadmap. I highlighted four ways to increase engagement with target audiences: Twitter Cards which deliver rich media experiences, in-Tweet brand surveys to test message effectiveness, instant replays within Tweets and the growing integration between Twitter & TV.
Twitter is expanding what you can do inside a tweet. Take a poll, donate, make a call… Lots of engagement coming to the tweet. #TwitterDC— Allen Fuller ( @allenfuller) January 16, 2013
Twitter now allows you to live stream events without departing the timeline experience #twitterDC— Ali-Jae ( @ali_jae) January 16, 2013
80% of viewers use a mobile device while watching TV. This is likely to increase in 2013. #TwitterDC— Dominion Strategies ( @DominionStrat) January 16, 2013
The event concluded with a panel discussion featuring a diverse set of clients: Ericka Andersen (@ErickaAndersen) of the Heritage Foundation, Tina Anthony (@TinaCAnthony) of the Consumer Electronics Association, Andrew Fimka (@AndrewFimka) at Story Partners and Amy McLean (@MyWirelessorg) from CTIA.z
Amy explained that following the success of a small test campaign, Twitter has become a part of every Beltway insider media campaign her team runs. Ericka noted that Heritage has found success leveraging conversation around pop culture events like the Golden Globes and TV show The Walking Dead (think lame-duck Congress comparisons.)
Great thing with Twitter is it’s easy to put something out, test, and tweak. Test, learn, refine. Repeat. #TwitterDC— Deb Silverberg ( @va_deb) January 16, 2013
Andrew touched on Twitter’s powerful mobile penetration: 60% of Twitter users access the platform via mobile device. He said recent Promoted Tweets campaign on behalf of @VoteforEnergy resulted in a significant uptick in mobile traffic to the campaign’s website. Tina summed it up nicely with three simple words, “Twitter Ads work!” As the President said during one Twitter chat: “That’s what I’m talking about!”
Another note to self: 60% use Twitter on mobile, so stop giving ppl links to mobile-unfriendly sites #TwitterDC— Malaka Gharib ( @MalakaGharib) January 16, 2013
All but 3 of 79 freshman class of Congress have public Twitter accounts. #twitterdc— Jennifer L ( @meningioma) January 16, 2013
#twitterdc twitter is no longer a “nice to have,” it’s a must have.— Sam Nathews ( @SamNathews_PR) January 16, 2013
Peter Greenberger (@pgreenberger)
Director of Political Ad Sales
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