Marketing Elective Prof Vikram Parekh

XMBA 24 ITM VASHI

Avinash Dubey Madhukar Thorat Dilip Panaskar Fazlur Rehman Mayank Mathur

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Twitter is one of the most popular Social Networking Site (SNS) and Micro-blogging platform . o Enables its users to share text messages with a length constraint of 140 characters. o These messages (aka tweets) are publically visible, by default. o Any user can subscribe to tweets from other users by following them. o Users can tweet through Twitter website or Twitter clients and apps for desktops, tablets, or smartphones.
o

Headquarters 1355 Market Street Suite 900 San Francisco, CA 94103 USA

https://twitter.com/

Twitter protests that took place in Greece, Moldova, and Iran, revealing Twitters usefulness for organizing, as well as on the riots in Xinjiang, which show its limitations in the face of government crackdowns.
more at: http://www.wmd.org/resources/whats-being-done/information-and-communication-technologies/case-studytwitter#sthash.wp2wkNTd.dpuf

So what is Twitter Another video

Twitter has four top-level views.

o

Home shows tweets from people we follow as we receive them. @Connect is for communicating with people. @#Discover is for finding people and topics. Me is our profile page.

Two special characters

@username: specify a particular Twitter user Hashtag (#): tag posts on a given topic

With Twitter, the hashtag has the same purpose as a Blogger feature

Twitter, a micro blogging service

http://www.twitter.com/

Connect shows people who have mentioned us using an @ symbol or started following us . We also see when someone re-tweets one of our posts.

Discover shows trending topics and suggests people and stories we might be interested in.

http://www.twitter.com/username

Search for #ArvindKejriwal

Search for # Results for rahul gandhi interview

Tweets with images

Direct Messages

Twitters evolution
2006-2013
When Twitter started out, the only way to post tweets was by sending SMS text messages. That is why the length limit is 140 characters. Next came the Web interface that we have been Today, there are Twitter clients for all major smart phones and tablets.

Evolution of Twitter

Twitters evolution,

2006-20012

Changed to

Twitter .IPO

Twitter (NYSE: TWTR ) Despite not being profitable yet, the company is looking for a $10.9 billion initial valuation, roughly 9.5 times its 2013 sales. According to Bloomberg, Twitter's initial valuation is 27% cheaper than Facebook's (NASDAQ: FB ) 12.9 times sales multiple for 2014, and 29% lower than LinkedIn (NYSE:LNKD ) . However, despite being a huge force on the Internet with more than 200 million active users, Twitter isn't profitable, reporting a loss of $0.53 per share in the first half of 2013.

Twitter from a technical viewpoint

Twitter is an example of a multi-sided platform. It has built an App ecosystem. Twitter offers API*s that help developers build third party apps. Twitter for Websites (TfW) allows easy integration of twitter into websites with Tweet and Follow buttons. Search API allows a user to query Twitter content and find tweets meeting a search criterion. REST API allows access to core Twitter objects such as timelines, status updates, and user information. Streaming API provides real-time access to Twitter firehose #.
* Application programming interface # full data feed of all public tweets a.k.a. the "Firehose"

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Twitter Business Goal : Increase the number of users using the service
Attract more advertisers. Search Vendors Twitter licenses full feed of public tweets to search engine vendors such as Microsoft (Bing Social), Google (Google Realtime), and Yahoo. Device Vendors Twitter partnered with Apple to enable deep integration of Twitter in iOS5 mobile operating system for iPad, iPhone, and iPod touch. Media It has entered into partnerships with companies such as Mass Relevance and Crimson Hexagon to help media companies and brands deliver compelling Twitter integration to their users more easily. Mobile operators Twitter has partnered with Telecom operators across the globe to enable users to send and receive tweets from mobile phones using SMS.

Twitter .Revenue generation

Twitter hasnt yet started offering the option of Display Ads to the advertisers. Promoted Accounts Businesses can scale up their follower-base through Promoted Accounts product. The promoted account appears in search results and within the Who to Follow section (powered by Twitters account recommendation engine). Promoted Accounts are offered through Cost-Per-Follow (CPF) auction, where a business is charged when a user converts into a follower.
o

Promoted Tweets Businesses can promote key messages through Search Results to the non-followers of their account. Promoted Tweets can also be targeted at followers of a business or at the users having similar profile to that of a follower. Promoted Tweets are offered through Cost-Per-Engagement (CPE) auction, where engagement is defined as click, favorite, retweet, or reply of a promoted tweet.
o

Promoted Trends Businesses can leverage Promoted Trends product to scale conversations and build mass awareness. Trends reflect hottest topics of discussion during a moment. They appear next to a users timeline. Promoted Trends appear at the top in the Trends section.
o

Twitter .Revenue generation- Suggestions

1. Charge usage : Of course, companies can already use the service for free, however charges could mean more-customizable profile pages, a dashboard to manage followers and tech support. 2. Advertising : Possibly every 10th or 100th tweet was an ad. Graphical ads would really pop on the text-heavy page. 3. Create a contextual Ad Engine Twitter can take all the language of tweets and have a working profile for user ... like Gmail. 4. Pro Version: 1% to 5% of Twitter users would pay for a version that had perks such as photo, video and music storage.

Twitter .Revenue generation- Suggestions

5. Merchandise : Create Twitter merchandise: T-shirts, messenger bags etc. 6. Create Subscription-based groups : Twitter could charge to be part of an affinity group of people who might want to follow a high-profile Twitterer: "Like SRK fans -- get them to pay to see what he's thinking. 7. Enable Mobile Payments : The ability to easily send money to followers or followed users -- or a virtual wallet (i.e. Airtel Money ) 8. Charge for Analytics Such a tool could include data about consumer sentiment: What kind of tone do the tweets have? What elements of a product are most often cited? 9. Sell it to Google Microsoft or Facebook It's the social graph. So sell it to someone who needs it.

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Resources
Wikipedia. Twitter support: https://support.twitter.com/ A video introduction to Twitter: http://screencast.com/t/Sf1wAW8ta Introduction to Twitter in business: http://business.twitter.com/ Twitter search in plain English (3m 19s video): http://commoncraft.com/twitter-search Talk by Clay Shirky, which includes examples of Twitter in citizen journalism: http://cis275topics.blogspot.com/2010/09/how-social-media-can-make-history.html Interview of Twitter co-founders on their backgrounds, Twitter evolution and plans for the future: http://cis275topics.blogspot.com/2010/09/evolution-and-impact-of-twitter.html

All material / Resources taken from the www open domain is duly acknowledged .

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