NEW YORK — Twitter has toppled governments and created moments shared by a billion people. Ellen DeGeneres made history simply by taking a selfie with a few famous friends at the recent Oscars, the most-retweeted tweet ever. Social media is the number one activity on the Web, and more than 9 out of 10 marketers use social networks like Twitter, Facebook, LinkedIn and the like in their campaigns. However, there’s tweeting and then there’s tweeting that works.
Earlier today, in an exclusive webinar for Association of National Advertisers’ (ANA) Alliance for Family Entertainment (AFE) members, Twitter’s Vice President of Global Brand Strategy Joel Lunenfeld shared insights and analytics for planning and creating Twitter content that amplifies the impact of television advertising. As part of the session, Lunenfeld discussed a framework for marketers to enhance storytelling, consumer engagement and effectiveness of TV advertising, with metrics, measurement, and ROI associated with the power of a “TVxTwitter” strategy. The session was hosted by Stephen Quinn, Walmart chief marketing officer and ANA and AFE chairman. The AFE is a coalition of family marketers whose collective advertising spend represents 37 percent of all broadcast advertising dollars.
“Watching television has become a two-screen activity, and the combination of TV’s vast reach and Twitter’s unparalleled ability to connect is a potent one-two punch,” said Stephen Quinn. “We asked Twitter to share its latest insights as part of our ongoing commitment to provide AFE members with the freshest and most actionable ways to maximize their marketing dollars.”
“Because Twitter is live, public, conversational and widely distributed, our 241 million active users come to Twitter to experience what’s happening as events unfold in the moment,” added Lunenfeld. “Whether the broadcast is a massive live event like the Oscars or a reoccurring TV program, family brands, which rely heavily on television to deliver their message, can use Twitter to make their TV advertisements go further and faster.”
About the Association of National Advertisers (ANA) and the ANA Alliance for Family Entertainment
Association of National Advertisers (ANA)
The ANA (Association of National Advertisers) provides leadership that advances marketing excellence and shapes the future of the industry. Founded in 1910, ANA’s membership includes more than 565 companies with 10,000 brands that collectively spend over $250 billion in marketing and advertising. The ANA pursues “collaborative mastery” that advances the interests of marketers and promotes and protects the well-being of the marketing community. For more information, visit www.ana.net, follow us on Twitter, or join us on Facebook.
ANA Alliance for Family Entertainment (AFE)
The ANA Alliance for Family Entertainment (AFE) is a coalition of national advertisers, supported by the ANA, which represents 37 percent of all U.S. television advertising dollars. With members including American Licorice Company, The Coca-Cola Company, Colgate-Palmolive, Crayola, Kellogg Co., Post Foods, Procter & Gamble Co., SC Johnson, State Farm Insurance, Subway, Unilever, Verizon Wireless and Walmart, the group’s mission is to find, nurture, develop, and support high-quality content the entire family can enjoy on multiple distribution platforms. Since its inception in 1998, the AFE has utilized its collective member strength to bring to air more than 20 prime-time broadcast network television hits, keep innovative family content in the development pipeline, team with YouTube for the industry’s first family content partnership, and create the annual “Search for America’s Newest Scriptwriter” contest, the nation’s only competition for non-union storytellers.
ANA Alliance for Family Entertainment
Patty Kerr, 310-344-4487