Twitter inc

@MichaelDhooge

Introduction

• social networking • microblogging service• enabling its users to

send and read messages

• called tweets• text-based posts of up

to 140 characters

Twitter inc.

• Founded in 2006

• conceived as a mobile status update service

• easy way to keep in touch with people in your life

• left things open

• People, organizations, and businesses

• Between ‘those cups of coffee’• people are witnessing accidents• organizing events• sharing links• breaking news• and so much more.

• 110M tweets per day = 1200 tweets per second

• 1 TB per day 10 TB per day

• 200M users• 5 new users

every second

Description

• Public sector• Service• Activities: social media,

microblogging • Clients: 25-35years• Route to market: online, website• Competitors: Facebook • Plans for the future: 1 billion users

Stakeholders

• Little interest, high power: – G8, EU

• High interest, little power: – Suppliers: software developers – Competitors: Facebook, Google

• Key players: – Employees– Users–Management–

Pestel: Legal

• G8 leaders• welcomed the role of the net • providing economic growth and personal freedom,• but also warned of its threat to privacy and intellectual

property.

• "The internet is the greatest force for good in the world. We should not have premature regulation ahead of innovation. “

• Many internet bosses believe • governments are going to be unable technically • let alone legally• to control the internet as technology develops.

Pestel: sociological

• There is already such a thing as the era of the attention crash and social network fatigue

• people have amplified voices • a powerful channel of peer-to-peer influence –

for better or for worse.

• new form of media and influence• transforming corporate communications,

traditional media• how people communicate with each other.

Pestel: technological

• Internet is widespread• nearly everybody has acces• even in the economic crisis• tremendous growth • mobile internet (3G, 4G)• Real time social media

Strengths

Weaknesses

Oppurtunities

Threats

SWOT

Strengths

• Gets tons of publicity. Referred to in other media.

• Is a thing on its own (almost no competition in microblogging).

• It is simple but powerful.• It is free.• Has a strong brand name.• Has developers creating hundreds of

applications • It’s definitely not evil (yet). (cfr. google) • Businesses like it a lot.• It is real-time.• It is searchable.• It is the ultimate link discovering and sharing

tool.

Weaknesses• Needs more horsepower. It is down quite

often.• Unequal distribution of tweets: 90%

of tweets are coming from the top 10% users.

• Has low retention rate: only 40%

Opportunities

• It can become a dominant search engine.

• It is becoming the biggest social media marketing tool.

• It may become the dominant way for businesses to communicate with their customers.

Threats• It got too much publicity in a short time. May get

burned out.• It is getting dangerously spammy.• Has no solid revenue model. • May have trouble with unauthorized accounts on

behalf of celebrities.• Facebook may get even more twitty and compete

face-to-face with Twitter in microblogging sphere.• Friendfeed and identi.ca may grow and steal

market share.

Promotional mix

Platform

People

Participation Pro

motion

Community

• Website

Platform

• Users are ‘in control’• Want & can be heard• have to listen

People

• Respond • Tell them you are listening

Participation

• Based on WOM • Strong brand name

Promotion

Five forces

Bargaining power of buyers

Bargaining power of suppliers

Competitive rivalry

The threat of new entrants

The threat of substitute products or services

• Twitter users have set up their own rules of conduct

• self-governed by its members

• Companies ‘need to be on Twitter’

Bargaining power of buyers

• interact with the service via software created by third parties.

• There are dozens of iPhone and BlackBerry applications.

• all created by enterprising amateur coders or small start-ups

Bargaining power of suppliers

• No direct competitor (micro blogging)

• Strong competition from Facebook (social media)

Competitive rivalry

• Bariers to entry are low • Easy to find investors • Twitter is not a complicated service

easy to copy

The threat of new entrants

• Facebook is creating a lot of ‘Twitter-ish’ elements on it’s page.

• Google ‘+1’

The threat of substitute products or services

Objectives

• pledged to boost its membership

• to 1 billion• (did not elaborate on a

timeframe)• compete with Facebook Inc.

in attracting advertisers.

• Instantly useful • Highly mainstream • ‘shouldn’t think how to use Twitter’• Value for the users (Haiti)

instantsimplealways present (everywhere & on every device)

Real time search engine

• Twitter is a more efficient supplier of the super-fresh Web than Google.

• If you're looking for interesting articles or sites devoted to Kobe Bryant, you search Google.

• If you're looking for interesting comments from your extended social network about the three-pointer Kobe just made 30 seconds ago, you go to Twitter.

Thank you for your attention/

following me!

The end!