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@all studying the #twitter phenomenon December 2009
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Twitter study by faberNovel and L’Atelier

Sep 01, 2014

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Résultats de l'étude réalisée par L'Atelier et FaberNovel. To comment the study, tag your messages with: #twitterstudy
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Page 1: Twitter study by faberNovel and L’Atelier

@all studying the #twitter phenomenon

December 2009

Page 2: Twitter study by faberNovel and L’Atelier

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Twitter Study • December 09 • faberNovel / L’Atelier de BNP - Paribas • 2

This work is licensed by faberNovel and L’Atelier under the

Creative Commons to allow for further contributions by other

specialists and web users in the coming months.

To view a copy of this Attribution-NonCommercial-ShareAlike3.0

Unported license, visit:

http://creativecommons.org/licenses/by-nc-sa/3.0/ or send a letter

to Creative Commons, 1712nd Street, Suite300, San Francisco,

California, 94105, USA.

Page 3: Twitter study by faberNovel and L’Atelier

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Twitter Study • December 09 • faberNovel / L’Atelier de BNP - Paribas • 3

To comment the study, tag your messages with:

#twitterstudy

To watch the live presentation, go to:

talk.fabernovel.com

Comment this study

Page 4: Twitter study by faberNovel and L’Atelier

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Twitter Study • December 09 • faberNovel / L’Atelier de BNP - Paribas • 4

What is twitter?

What do people do with twitter?

Why did twitter grow so fast?

What business model for twitter?

Who could challenge twitter?

Conclusion

Summary

Page 5: Twitter study by faberNovel and L’Atelier

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Twitter Study • December 09 • faberNovel / L’Atelier de BNP - Paribas • 5

Meet the tweet.

A tweet is a text-based message up to 140 characters

automatically delivered to the author’s followers.

Page 6: Twitter study by faberNovel and L’Atelier

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Twitter Study • December 09 • faberNovel / L’Atelier de BNP - Paribas • 6

You follow people

Following someone means you get their tweets

as soon as they post them.

you your friend

Page 7: Twitter study by faberNovel and L’Atelier

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Twitter Study • December 09 • faberNovel / L’Atelier de BNP - Paribas • 7

And people follow you

Your followers get your tweets in real-time :

you become a media.

you

your friend

a huge fan of yours

Page 8: Twitter study by faberNovel and L’Atelier

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Twitter Study • December 09 • faberNovel / L’Atelier de BNP - Paribas • 8

By default, everything is public on Twitter

Unlike Facebook, you usually don’t have to know

someone to have a full access to their tweets.

Twitter is a huge base of public data.

Page 9: Twitter study by faberNovel and L’Atelier

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Twitter Study • December 09 • faberNovel / L’Atelier de BNP - Paribas • 9

Twitter interface : simple and elegant

What’s happening for you?

Write your tweet here

What’s happening for

your followers?

You can read that here

you

Page 10: Twitter study by faberNovel and L’Atelier

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Twitter Study • December 09 • faberNovel / Atelier BNP - Paribas • 10

To define what twitter is, let’s see what twitter isn’t

twitter is not a:

blog The number of characters of a post is unlimited. One

tweet is limited to 140 prints.Twitter is not a blog

sms You can send both a tweet an a SMS from your

mobile phone. But the tweet is posted on the Internet, and

is public.Twitter is not a SMS

chat A chat conversation is private, a twitter

conversation is publicTwitter is not a chat

social network In a social network, your profile is private.

In twitter, everybody can follow you, you can follow

everybody, and your profile is public.Twitter is not a social network

Is Twitter a

# Micro-blogging service?

# Public SMS platform?

# Public social network?

# Public chat?

Twitter is the SMS of internet era.

Page 11: Twitter study by faberNovel and L’Atelier

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Twitter Study • December 09 • faberNovel / L’Atelier de BNP - Paribas • 11

What is twitter?

What do people do with twitter?

Why did twitter grow so fast?

What business model for twitter?

Who could challenge twitter?

Conclusion

Summary

Page 12: Twitter study by faberNovel and L’Atelier

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Twitter Study • December 09 • faberNovel / L’Atelier de BNP - Paribas • 12

Reputation: twitter in France

Dear French Internet user, do you know...

Yes : 60%

Yes : 4%

Yes : 1%

Source : pour L’Atelier

Page 13: Twitter study by faberNovel and L’Atelier

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Twitter Study • December 09 • faberNovel / L’Atelier de BNP - Paribas • 13

Reputation: twitter in France

Source : pour L’Atelier

Incredible growth !

%%

%

%

%

%

%

Page 14: Twitter study by faberNovel and L’Atelier

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Twitter Study • December 09 • faberNovel / L’Atelier de BNP - Paribas • 14

Usages: twitter in France

Source : pour L’Atelier

Percentage of twitter members within our «aware

internet users» ?

9%

Page 15: Twitter study by faberNovel and L’Atelier

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Twitter Study • December 09 • faberNovel / L’Atelier de BNP - Paribas • 15

Reputation: twitter in France

Source : pour L’Atelier

Who knows twitter in France?

Page 16: Twitter study by faberNovel and L’Atelier

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Twitter Study • December 09 • faberNovel / L’Atelier de BNP - Paribas • 16

Usages: twitter in France

Source : pour L’Atelier

Who is the French twitter user ?

Page 17: Twitter study by faberNovel and L’Atelier

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Twitter Study • December 09 • faberNovel / L’Atelier de BNP - Paribas • 17

Usages: the French case

What publication client/device do you use ?

30%

twitter.com

39%

PC / Mac

client

31%

Smartphone client

Source : Poll launched by L’Atelier

on twtpoll.com – november 2009

Page 18: Twitter study by faberNovel and L’Atelier

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Twitter Study • December 09 • faberNovel / L’Atelier de BNP - Paribas • 18

Usages: the French case

Source : pour L’Atelier

Tweeting, yes, but for what ideal purposes ?

Having good deals & coupons

Creating and sharing a friend network

Recruiting an employee

69%

65%

40%

Page 19: Twitter study by faberNovel and L’Atelier

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Twitter Study • December 09 • faberNovel / L’Atelier de BNP - Paribas • 19

Usages

Tweeting, yes, but for what real purposes ?

51%

3%14%

8%

13%

7% 2%

Source : Poll launched by L’Atelier

on twtpoll.com – november 2009

Page 20: Twitter study by faberNovel and L’Atelier

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Twitter Study • December 09 • faberNovel / L’Atelier de BNP - Paribas • 20

Usages: twitter in France

Useless? < twitter < Useful?

French Internet users French Twitter members

73%63%

Source : pour L’Atelier

Page 21: Twitter study by faberNovel and L’Atelier

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Twitter Study • December 09 • faberNovel / Atelier BNP - Paribas • 21

Who tweets?

Individuals

Typical user I’m 31 years old, tech-savvy. And I do a lot of

things with my phone.But 55% of users haven’t posted any tweet on their account!

Star Ashton Kutcher (aplusk) was the first twitter account

to reach 1 M followersAnd he chats with Demi Moore...

Blogger Pete Cashmore (mashable) has 1 M followersMashable is a famous blog about social media

Politician Nathalie Kosciusko-Morizet frequently uses

twitter Minister of Forward Planning, Assessment of Public Policies and

Development of the Digital Economy in the French government,

Page 22: Twitter study by faberNovel and L’Atelier

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Twitter Study • December 09 • faberNovel / Atelier BNP - Paribas • 22

Who tweets?

Companies & public institutions

twitter users’ are still a minority of tech-savvy people, companies and institutions

who have prominent communication needs

Media CNN and the New York Times are among the first

20 most followed twitter accounts.But...Ashton Kutcher has more followers than CNN!

High-tech companies Google tweets to inform, Dell

tweets to sell.

Other companies The majority of Fortune 100 companies

don’t really get Twitter.50% of the twitter accounts of Fortune 100 companies have less than 500

followers

Public Insitutions The White House, l’Elysée

communicate via Twitter. L’Elysée plans to tweet during Copenhagen Climate Conference

Page 23: Twitter study by faberNovel and L’Atelier

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Twitter Study • December 09 • faberNovel / L’Atelier de BNP - Paribas • 23

What does the average user do with twitter?

Compared to other community-

driven websites (facebook,

MySpace, etc.)

twitter is more business and

gossip oriented.

Follow and discuss news or

live events• 41% of URLs tweeted are news.

• A majority of users use twitter as a news aggregator.

Strategic Intelligence• Users follow mainly people who have the same kind of

business

Gossip• Asthon Kutcher, Britney Spears and Ellen DeGeneres

are the 3 most followed twitter accounts

Page 24: Twitter study by faberNovel and L’Atelier

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Twitter Study • December 09 • faberNovel / L’Atelier de BNP - Paribas • 24

What do bloggers do with twitter?

twitter is a way, for bloggers, to

explore new editorial areas,

mainly “link journalism” & real

time analysis

They increase the ranking of

their blogs• Twitter has become one of the main sources of

traffic (eg : 10% of TechCrunch traffic ).

• Being on twitter increases your Google ranking.

They do “link journalism”Bloggers use twitter to analyze events in real time

Bloggers use twitter to rapidly pinpoint interesting links

They carry on a continuous

relationship with their readers•Followers get directly informed when a new post / a

new tweet is published.

Page 25: Twitter study by faberNovel and L’Atelier

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Twitter Study • December 09 • faberNovel / L’Atelier de BNP - Paribas • 25

How do companies use twitter?

twitter is an efficient marketing

tool, both for companies and

customers:

good knowledge of customers

& free marketing opt-in channel

They monitor in real-time

competitors, reputation and

improve business intelligence

They sell and market their

productsNew sales channel (Dell)

New marketing channel (Pizza Hut)

To evaluate consumer

satisfaction and take into

account their feedback•Crowd sourcing innovation to users (Zakos)

•Conducting surveys on existing products (GM)

•Gathering feedback on experimental products (Dunkin

Donuts)

•Customer service (@MicrosoftHelps )

Page 26: Twitter study by faberNovel and L’Atelier

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Twitter Study • December 09 • faberNovel / L’Atelier de BNP - Paribas • 26

How do public institutions use twitter?

twitter is an efficient

communication and reporting

tool for public institutions

EmergenciesEg: @SF-311 for emergencies in SF

PoliceEg: West Midlands Police (UK)

GovernmentsEg : Downing Street (UK)

Page 27: Twitter study by faberNovel and L’Atelier

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Twitter Study • December 09 • faberNovel / L’Atelier de BNP - Paribas • 27

Ashton Kutcher3.9M

CNN 2.8M

Barack Obama2.7M

Dell Outlet1.4M

TechCrunch1.1M

Majorityof

accounts< 50

Who is the most followed on twitter?

twitter is much more a one-way communication channel

than a social media network

Number of

followers

Page 28: Twitter study by faberNovel and L’Atelier

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Twitter Study • December 09 • faberNovel / L’Atelier de BNP - Paribas • 28

90% of the content is

produced by 15% of users

• More unidirectionnal than

peer to peer communication

• Few contributors, many

readers

Twitter usage is similar to wikipedia

90% of the content is

produced by 10% of users

• A community lead by

hyperactive users

• Few actual tweople

• The more follower you

have, the more you tweet

A typical power law distribution applies to content creation and usage

Page 29: Twitter study by faberNovel and L’Atelier

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Twitter Study • December 09 • faberNovel / L’Atelier de BNP - Paribas • 29

What is twitter?

What do people do with twitter?

Why did twitter grow so fast?

What business model for twitter?

Who could challenge twitter?

Conclusion

Summary

Page 30: Twitter study by faberNovel and L’Atelier

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Twitter Study • December 09 • faberNovel / L’Atelier de BNP - Paribas • 30

What is the history of twitter?

2006launch

2007fame

2008development

2009success

twitter is publicly

launched.

twitter won the “blog

price” at SXSW

Interactive*

twitter raises $22M

and opens its API,

developers create

twitter applications.

twitter raises $35M

and has a growth of

1,300% in a year**

* South by Southwest Interactive is one of the best festival in the world for creative technologies

** Feb 08- Feb 09

twitter’s growth is amazing:

in 2009, twitter is the fastest community driven growing-site.

Page 31: Twitter study by faberNovel and L’Atelier

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Twitter Study • December 09 • faberNovel / L’Atelier de BNP - Paribas • 31

• The number of US mobile Internet users grew by 170% in two years*

• The rise of mobile Internet users was a tremendous accelerator for twitter

• The 140-char format is adapted to mobile situations

• People were already used to SMS

• People can also tweet and be followed by using SMS.

twitter benefited from the rise of mobile Internet

* Feb 07- Feb 09 (Nielsen)

Page 32: Twitter study by faberNovel and L’Atelier

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Twitter Study • December 09 • faberNovel / L’Atelier de BNP - Paribas • 32

Celebrities

Most-followed accounts “ever” :

Media

• Media coverage on Twitter before

other major medias

• Ideal tool to cover live event in

real time

• difficult to censor

Thanks to an early adoption by celebrities and media,

twitter reached a big audience rapidly

“twitter star system” and verified accounts have spurred its adoption by a non-geeky audience

twitter became THE real time news channel

Page 33: Twitter study by faberNovel and L’Atelier

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Twitter Study • December 09 • faberNovel / L’Atelier de BNP - Paribas • 33

As a generic platform, twitter’s growth has been

user-driven

developers

users

New uses: #, @, RT, etc.

New applications

New functions : RT, lists, etc.

API (opened in 2008)

Page 34: Twitter study by faberNovel and L’Atelier

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Twitter Study • December 09 • faberNovel / L’Atelier de BNP - Paribas • 34Picture by Thenextweb.Com

A strong community of developers

It is very difficult to compete with twitter, because a new-comer has to create

a more powerful network than twitter’s one.

Page 35: Twitter study by faberNovel and L’Atelier

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Twitter Study • December 09 • faberNovel / L’Atelier de BNP - Paribas • 35

What are the prospects for twitter?

Whereas twitter grows very fast,

its business model remains unpredictable…

By the end of 2009

25 million users

Q3 2009 : $400 000

Q4 2009 : $4 000 000

By the end of 2013

1 billion users

$1.54 billion in revenue,

$111 million in net earnings

How?

Source: TechCrunch, July 09

Page 36: Twitter study by faberNovel and L’Atelier

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Twitter Study • December 09 • faberNovel / L’Atelier de BNP - Paribas • 36

What is twitter?

What do people do with twitter?

Why did twitter grow so fast?

What business model for twitter?

Who could challenge twitter?

Conclusion

Summary

Page 37: Twitter study by faberNovel and L’Atelier

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Twitter Study • December 09 • faberNovel / L’Atelier de BNP - Paribas • 37

Make the bird lay golden eggs: hypothesis for

twitter’s business model

Market research

Companies pay to do market research on

twitter, twitter selects the panels and

analyses the results

Couponing and/or SMS advertising

• ads and/or coupons to opt-in twitter accounts.

• Prospects selected by geolocation or by twitter

Contextual ads (Google Adwords like)

Contextual ads on twitter search and during

tweeting

Freemium

You have to pay to get “pro” access to Twitter

Page 38: Twitter study by faberNovel and L’Atelier

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Twitter Study • December 09 • faberNovel / Atelier BNP - Paribas • 38

Advantages Risks

twitter could engage in a wrong business

model.

twitter would pay all the testing costs to find the appropriate

business model

twitter would acquirea real business

experience.

twitter has high and short-term financialexpectations, twittershould monetize fastto keep VC happy.

When should twitter begin to monetize?1) Now

Page 39: Twitter study by faberNovel and L’Atelier

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Twitter Study • December 09 • faberNovel / Atelier BNP - Paribas • 39

Advantages Risks

When should twitter begin to monetize?2) Later

twitter has such a big community, that it could start its monetization by testing various

business models at a small-scale.

Page 40: Twitter study by faberNovel and L’Atelier

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Twitter Study • December 09 • faberNovel / L’Atelier de BNP - Paribas • 40

What is twitter?

What do people do with twitter?

Why did twitter grow so fast?

What business model for twitter?

Who could challenge twitter?

Conclusion

Summary

Page 41: Twitter study by faberNovel and L’Atelier

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Twitter Study • December 09 • faberNovel / L’Atelier de BNP - Paribas • 41

Page 42: Twitter study by faberNovel and L’Atelier

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Twitter Study • December 09 • faberNovel / L’Atelier de BNP - Paribas • 42

facebook is a giant compared to Twitter

facebook?The ox that wants to be the frog

350M users approx 20M users

facebook looks more and more like twitter since the acquisition of friendfeed :

facebook wants to go public

+ = ?

Page 43: Twitter study by faberNovel and L’Atelier

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Twitter Study • December 09 • faberNovel / L’Atelier de BNP - Paribas • 43

Personal activities

Private real-time information

facebook?twitter competes with facebook on contextual ads, real-time search and CRM

20M users

Business purposes

Public real-time information

Users are more reluctant to have ads on facebook than on twitter.

Tweets have a larger public than facebook updates’.

More information is available on twitter than on facebook, making

real-time search more accurate.

Unless facebook succeeds in becoming public, twitter has a better position.

Page 44: Twitter study by faberNovel and L’Atelier

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Page 45: Twitter study by faberNovel and L’Atelier

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Twitter Study • December 09 • faberNovel / L’Atelier de BNP - Paribas • 45

• Old news

• Steady content

• The web’s long term

memory

• Page rank

Need twitter’s real time

content

Need access to twitter

firehose to rank tweets

Google?twitter & Google cooperate in the field of real time search

20M users

• Real time news

• Dynamic content

• The web’s short term

memory

• Retweet rank ?

Need Google search

technology & traffic

They reached in October 2009 an agreement to include twitter

content in Google search results

Page 46: Twitter study by faberNovel and L’Atelier

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Twitter Study • December 09 • faberNovel / L’Atelier de BNP - Paribas • 46

Google?pushes initiatives towards a fragmented real-time content market...

• Google Wave could become a universal real-time conversation

platform

• Google will index the whole real-time web thanks to PubSubHubHub, a real-

time protocol

• In December 2009 Google struck formal partnership with facebook,

mySpace and twitter to index their live updates

=> The new version of the Google search engine, Caffeine, will emphasize

real-time search results including tweets, blog items, news articles and social

networking updates

...and a monopolistic real-time search market

Page 47: Twitter study by faberNovel and L’Atelier

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Page 48: Twitter study by faberNovel and L’Atelier

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Twitter Study • December 09 • faberNovel / L’Atelier de BNP - Paribas • 48

Spam?A threat for Twitter

Tweetomercials Cons

Spammers use Twitter for two purposes :

Though Twitter is making progress on blocking spam (they introduced a “report spam”

function on October), spam could reflect as badly on Twitter as it reflected on Myspace.

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Twitter Study • December 09 • faberNovel / L’Atelier de BNP - Paribas • 49

• open source, no character limitation.

• belongs to Google

=> Google didn’t build a large enough community to compete with

twitter

Other micro-blogging services ?

For the time being, no other microblogging platform is in position to

compete with twitter : twitter rules them all!

•“Niche” market : enterprise microblogging

• Has a business model

• internal company information

=> Popular but doesn’t directly compete with Twitter

Page 50: Twitter study by faberNovel and L’Atelier

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Twitter Study • December 09 • faberNovel / L’Atelier de BNP - Paribas • 50

What is twitter?

What do people do with twitter?

Why did twitter grow so fast?

What business model for twitter?

Who could challenge twitter?

Conclusion

Summary

Page 51: Twitter study by faberNovel and L’Atelier

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Twitter Study • December 09 • faberNovel / L’Atelier de BNP - Paribas • 51

Worst case scenario:Twitter may be asphyxiated by competition on all of its potential markets

By willing to maintain a wide-open “pulse of the world”, twitter may be

overwhelmed by businesses grounded in reality

Information

analysisReal-time

protocol

New protocols may

enable broadcasting

quicker, free and

less proprietary real-

time content

Eg : Pubshubhub

protocol as a push-

notification RSS may

offer real-time

broadcast to all

All social networks

foster real-time

status broadcasting,

and compete with

twitter on features

and privacy

Eg : Facebook as a

Twitter based on

real-life social

network

As real-time streams

grow from various

sources, the real

business model may

belong to companies

able to filter the

information.

Eg : Google Caffeine

as a competitor on

real-time search

Companies duplicate

Twitter interface but

specialize efficiently

on vertical markets

Eg : Yammer creates

a B2B Twitter with

specific distribution,

features and

business model

Social

Network

Specialized

Business tool

Page 52: Twitter study by faberNovel and L’Atelier

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Twitter Study • December 09 • faberNovel / L’Atelier de BNP - Paribas • 52

Best case scenario:Twitter may become....

Information

analysisReal-time

protocol

Social

Network

Specialized

Business tool

The most trusted

source for real-time

data

The first mode of

communication

between individuals

Robust platform for

analyzing massive

amounts of real time

data and behavior

Ensure customer

satisfaction and

loyalty, while

providing targeted,

geolocalized ads

…a standard of real-time information, data, and communication

between individuals and businesses. Twitter can be the leading

communication platform for commerce and people.

Real time

analytics CRM

E-commerce

Friend

updates

Contact mgmt

Social Search

Media

Geolocation

Services

Real time

feedback

$$$$$$$$

Human

behavior

Data

aggregation

Celebrities

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The Innovation Agency

faberNovel, founded in 2003, specializes in designing and realizing innovative

projects.

Based in Paris and San Francisco, faberNovel builds on emerging technologies,

methodologies or practices to create new products.

faberNovel’s team combines the necessary talents and passion to turn their clients’

wishes into market realities: Idea > concept > prototype > product > success!

References: Avis, Groupe Suez, JCDecaux, L’Oréal, Orange, Pages Jaunes, RATP,

SFR, SNCF, Vinci, etc.

See our strategic studies on:

http://www.fabernovel.com/en/analyze/realisation/strategic-studies-and-surveys

Page 54: Twitter study by faberNovel and L’Atelier

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Tracking and sharing innovation : since its beginning in 1978 in Paris, L’Atelier has

been helping executive committee in such fields as innovation and internet strategy.

L'Atelier teams have been actively involved in technology for years, acquiring solid

expertise and an impressive network of contacts. Strategic and operational insights

from L'Atelier experts have earned a reputation for both vision and provocative

thinking. A respected observer of developments in France, L’Atelier opened a San

Francisco office in 2006 and one in Shanghai in 2007.

http://www.atelier.fr | http://www.atelier-us.com | http://asie.atelier.fr

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Twitter Study • December 09 • faberNovel / L’Atelier de BNP - Paribas • 55

17, rue du fbg du Temple 75010 Paris

Tél. : +33 1 42 72 20 04

Fax. : +33 1 42 72 20 03

www.fabernovel.com

16 rue de Hanovre 75002 Paris

Tél. : +33 1 43 16 92 00

Fax. : +33 1 43 16 91 00

http://www.atelier.fr/