Daina Middleton, Global Head of Business Marketing, Twitter

@joell

@dainamiddleton

THE POWER OF PARTICIPATION

500M TWEETS PER DAY

20.8M TWEETS

PER HOUR

348K TWEETS

PER MINUTE

PARTICIPATION IS THE NEW PERSUASION

THE HISTORY OF COMMUNICATION

YOU’RE KIDDING

I PREDICT THAT IN 170 YEARS WE’LL BE ABLE TO SEND 140

CHARACTERS AT A TIME

MARKETING THROUGH PERSUASION IS OVER!

MARKETING THROUGH PARTICIPATION IS IN

$486M Gross

1982

STAR WARS FILM

1982

$2B

SPACE INVADERS

Gross

2014

$240B

MINECRAFT

Gross 3X

THE REVENUE OF STAR WARS

2.4x

D + E + C = P2 THE PARTICIPATION WAY

DISCOVER is about relevancy, the human desire for learning and competence.

EMPOWER through choice, provide meaningful contributions to the product/service.

CONNECT (not just the brand) in meaningful ways. Facilitate interactions, “community”

Actions are the Manifestation of Participation We are all Measured on Actions. Actions = Performance!

Source | Twitter internal, 2014

@TheEllenShow Ellen DeGeneres

If only Bradley's arm was longer. Best photo ever. #oscars pic.twitter.com/C9U5NOtGap

@TheEllenShow Ellen DeGeneres

If only Bradley's arm was longer. Best photo ever. #oscars

4.2 BILLION ESTIMATED REACH

3 .3 BILLION OSCAR IMPRESSIONS

3 .4 MILLION RETWEETS

Source: Kantar Media News Intelligence, 2014

You Thought You Were Real-Time

Now You Are Real-Time

THE PROGRAMMABLE WORLD

2008: the number of things connected to the internet surpassed

the number of people on earth!

Source: Cisco!

2020: 26 billion connected devices (Gartner); 50 billion (Cisco), 200 billion (Intel), 212 billion (IDC)? !

Source: Cisco!

Today, .06% of things that could be connected to the Internet currently are, which means 10 billion things

out of the 1.5 trillion that exist globally are currently connected.!

Source: Cisco!

With IPv6, we will have 340,282,366,920,938,463,463,374,6

07,431,768,211,456 !possible Internet addresses. !(100 for every atom on earth) !

Source: Cisco!

2017: The PM market will surpass the PC, tablet, and phone markets combined!

!82% of companies will have PM

applications implemented !into their business!

Source: Cisco!

2020: Worldwide, the PW market will grow to $7.1 trillion, compared to $2

trillion today!

Source: IDC!

2020: 90% of cars will be connected to the internet

as compared to 12% today!

Source: Jabill!

THERE ARE MORE THAN 300 TWEETING SHARKS IN AUSTRALIA

Persuasion Participation Prediction !

1950’s-1990’s 2000’s-2020 2020-? !

Marketing will be Disrupted Again!

Act of doing or believing something :!

Act of taking part in something!

Act of extrapolating the future from past observations!

@joell

@dainamiddleton

#THANKYOU