Twitter held its first-ever #Twitter4Brands event, that brings together the industry's top brands and agencies during Internet Week New York. "The event sparked so much conversation that the event hashtag trended nationally on Twitter. Over 250 leading marketers attended last Thursday's morning session in NYC," the company posted.
Joel Lunenfeld, VP of Brand Strategy Twitter, shared how brands are taking advantage of Twitter's powerful 'conversation canvas' to tell stories, broadcast content, participate in cultural events, connect directly with consumers, and drive transactions.
During the event, Twitter's President of Global Revenue, Adam Bain, provided an update on Twitter's advertising business, including a number of key statistics about growth:
- "Twitter has 140M+ active users.
- 55% of users access Twitter on mobile, with 40% growth quarter over quarter.
- Twitter users create over one billion Tweets every three days.
- 60% of Twitter users tweet; 100% are listening.
- 79% of people follow brands to get access to exclusive content.
- During this year's Super Bowl, one in five commercials contained a hashtag.
- Promoted Tweets get an average engagement rate of one to three percent," said Bain.
Valentino, Vice President of Digital Ad Sales at ESPN, said the relationship with Twitter is about "opening a window for conversation and completing connections."
American Express presented a history of the company's Twitter efforts, including the recent "Sync. Tweet. Save." program that lets you use special offer hashtags to load exclusive Cardmember offers directly to your Card.
Leslie Berland, AmEx's svp of Digital Partnerships and Development, said the brand began using Twitter just three years ago, with a focus on customer service. "@AmexSync launched with 16 merchants, which offers a frictionless way to redeem discounts through Twitter -- has grown to over seven million followers and strong redemption rates - so strong that Berland told the #Twitter4Brands audience: "Out of all the social and digital platforms, Twitter has had the most impact on our business"."