TWITTER

a short burst of inconsequential information

PRESENTED BY-GROUP 5 Section A

TWITTER
TWITTER is a free micro blogging site. Started in 2006 as social networking site. It has one of the most Successful business model. It was created in March 2006 by Jack Dorsey and launched in July. The service rapidly gained worldwide popularity, with over 300 million users as of 2011, generating over 300 million tweets and handling over 1.6 billion search queries per day.It has been described as "the SMS of the Internet."

TWITTER : overview
Revenue----- US$ 140 million (2011) Employees---600+ (2011) Type of site---microblogging Registration---required to post,follow or be followed Users----------over 300million(june 2011) Available----multilingual Headquarters---San Francisco.U.S

GROWTH
The company experienced rapid growth. It had 400,000 tweets posted per quarter in 2007. This grew to 100 million tweets posted per quarter in 2008. In February 2010, Twitter users were sending 50 million tweets per day. By March 2010, the company recorded over 70,000 registered applications.As of June 2010, about 65 million tweets were posted each day, equaling about 750 tweets sent each second, according to Twitter. As noted on Compete.com, Twitter moved up to the third-highest-ranking social networking site in January 2009 from its previous rank of twenty-second

REVENUE MODEL OF TWITTER

On April 13, 2010, Twitter announced plans to offer paid advertising for companies that would be able to purchase "promoted tweets" to appear in selective search results on the Twitter website, similar to Google Adwords' advertising model. On April 13, Twitter announced it had already signed up a number of companies wishing to advertise including Sony Pictures, Red Bull, Best Buy, and Starbucks.

LOGO

LOGO

WHAT IS TWITTER
Twitter is a real-time information network that connects to the latest information about what we find interesting. At the heart of Twitter are small bursts of information called Tweets. Each Tweet is 140 characters in length. Connected to each Tweet is a rich details pane that provides additional information, deeper context and embedded media. We can tell our story within or can think of a Tweet as the headline, and use the details pane to tell the rest with photos, videos and other media content.

Glossary
Mention Example- @addy0307 Retweet- to forward it to your followers instantly. Message- Privately tweet. Hashtag-to give results for similarly-themed tweets in search.

Best Practices
Share Listen Ask Respond Reward Demonstrate wider relationship and know-how Champion your stakeholders Establish the right voice

Twitter on the Go
Fast Follow- This is a simple way for people to get information they care about in real-time Notifications- From a computer, or from a phone, Twitter users can elect to receive text message updates when your account Tweets Tweet From Anywhere- Tweeting on the go will help you stay connected to your followers wherever you are

Twitter for Businesses

Twitter connects businesses to customers in real-time. Businesses use Twitter to quickly share information with people interested in their products and services, gather real-time market intelligence and feedback, and build relationships with customers, partners and influential people. From brand awareness to CRM, to direct sales, Twitter offers businesses a chance to reach an engaged audience.

WHO ARE USING TWITTER NOW

WAYS TO MARKET
Post linkAdvertise salesOffer discountAnswer questionsOffer tips--

TWITTERTISING(SHORT IS SWEET)
Twittertising (twitter + advertising) is a Twitter based advertising model using the short and quick messaging service for businesses to promote products or services. Triggers a conversation among the followers, which in turn generates impressions among the followers followers and so on. This is definitely something to create not only awareness but also a high click through rate (if your message contains a link), than any other ad system on the internet.

HOW TO ADVERTISE BY TWEETING

PROMOTED TWEETS PROMOTED TRENDS PROMOTED ACCOUNTS ENHANCED PROFILE PAGES ANALYTICS

Promoted Tweets
Promoted Tweets are used to amplify message with targeting options that allow the marketers to reach the right person, in the right place, at the right time. Promoted Tweets can be targeted to search results or to user timelines Promoted Tweets in search: Promoted Tweets are used to reach users while they search for their interests on Twitter. Promoted Tweets targeted to search terms appear at the top of the results page. Promoted Tweets in timelines: Promoted Tweets are used to amplify messages to the followers or users who are like followers.

CONTINUED
Geographic targeting:
To Increase the relevance of the campaign, they are targeted to customers of a specific geography.

Political campaigns :
Promoted Tweets in search or in timelines which reach Twitter users during the election season

 How does Twitter determine which Promoted Tweets to display in a users timeline? A Promoted Tweet will appear in a users timeline only if the Tweet is likely to be interesting and relevant to that user. Twitter uses a platform for a variety of signals to determine which Promoted Tweets are relevant to users, including what a user chooses to follow, how they interact with a Tweet, what they retweet, and more.

HOW DOES TWITTER CHARGE

Promoted Tweets are priced on a Cost-per-Engagement (CPE) basis, so you only pay when someone retweets, replies to, clicks or favorites your Promoted Tweet. In addition, impressions on Retweets are free and can extend the reach and cost-effectiveness of the campaign many times over. Relevant and interesting messages are rewarded above all else.

Promoted Trends
Promoted Trends are used to drive conversations and interest around the brand or product by capturing a users attention on Twitter.

Users who click on a Promoted Trend see Twitter search results for that topic, with a related Promoted Tweet from the advertiser at the top. Tweets on the search results page for Promoted Trends are unfiltered, open, and authentic. (Tweets which violate Twitter's spam and abuse policy are filtered out as usual).

HOW ARE PROMOTED TRENDS HELPFUL?

Building mass awareness Product launches and events Brand building by association

PROMOTED TRENDS

Promoted Accounts
Promoted Accounts are used to quickly scale a follower-base of advocates and influencers for the brand. Build a critical mass of loyal followers. Building up to a big event or the next product release Capitalizing on a particular event or period of the year when the account will be most relevant

CONT.

How do Promoted Accounts work?

Promoted Accounts are suggested based on a users public list of whom they follow. When an advertiser promotes an account, Twitters algorithm looks at that accounts followers and determines other accounts that those users tend to follow. If a user follows some of those accounts, but not the advertisers account, then Twitter may recommend the advertisers Promoted Account to that user. For example, a lot of people who follow several educationrelated accounts also follow @teachforamerica. If someone follows education-related accounts, but not @teachforamerica, Twitter may recommend @teachforamerica to that user.

MTV USING TWITTER

MTV incorporates Twitter into Video Music Awards and uses a Promoted Trend to amplify the conversation.

CONTINUED.
MTV has pioneered the use of twitter for creating a buzz and informing its audience about its shows. It has 2 million followers. The Video Music Award(VMS)2010 was the event they highlighted on twitter. They used promoted trends to trigger conversations in twitter.

CONTINUED.
They encouraged their followers to tweet throughout about the program. Instead of using old methods like print and TV they uploaded the pictures related to function on their twitter account @MTV. His followers retweeted about the photos and passed on the photos to millions of twitter users.

RESULTS
The program was a huge success. The incredible volume of over 10 million VMA Tweets contributed to the tune-in success. Record of 8,868 Tweets per second 128,000 people followed MTVs Twitter account on the day of the event.

Enhanced profile pages

To enhance the brands Twitter profile page to increase engagement and drive the business goals. Enhanced profile pages are ideal for: Creating a richer experience for the audience on Twitter with visual branding Prominently featuring the most relevant content Driving traffic to your latest ad campaign, news, product launch or promotion

 Communicate with more users Display exclusive content Refresh the page frequently

Advertiser Analytics
Followers Dashboard are used to gain valuable insights about ones followers. It is used to find out how the brand gained followers over time and their composition by interest, geography, gender, and engagement.

YOUR FOLLOWERS

PROMOTED TWEETS DASHBOARD

A SWOT Analysis of Twitter

Strengths
Gets tons of publicity. It is simple but powerful. It is 100% social in an all-social web. It is free. Has a strong brand name already Created the bluebird craze. Provides authentication for other applications (OAuth). Has developers creating hundreds of applications around its API.

Its definitely not evil (yet). 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. The API calls are limited. Hurts App growth. Unequal distribution of tweets. 90% of tweets are coming from the top 10% of the users.

Opportunities
It can become a dominant search engine. It is becoming the biggest social media marketing tool. Develop a Twitter Connect tool to make every site social. It may acquire some of the desktop clients or the url shortening services. 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. Paid twitter streams may hurt the brand image. 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. Acquisition by a bigger player (Google) may disappoint early adopters and loyal users.

Are you wondering if it makes sense to advertise on your favorite social network?
Face book/Twitter all have different demographic profiles and use cases that

may provide good advertising

opportunities.

Facebook Ads
Face book's advertising platform is by far the most developed and widely used compared to other social networks.

Offering a self-serve platform very similar

to the early Google AdWords interface, Facebook advertising is available to even the smallest businesses with the most limited budgets.

 Face book allows users to target messages by a host of different

criteria, which are determined from users profile information.

Whether you want to reach 24- to 35-year-old women or 55- to 65-year-old men, people who like gardening or people who like jazz music, Facebook can deliver that demographic due to its scale and targeting capability.

Because much of the data Facebook has is of a demographic and

interest level, Facebook advertising is very effective at B2C

targeting. It also offers geographic targeting, which works well for metro areas and cities.

 Facebook also allows users to run ads to attract Likes on their pages, which can help you grow your community on Facebook into a business asset.

Paying for Likes can help your owned messages on

Facebook reach a wider audience, and can be a prudent

investment if managed closely. Before running Facebook ads

to acquire Likes, however, it is very prudent to think through in rough terms the value you think you can obtain from having that line of contact with individuals.

Twitter Ads
Currently the most underdeveloped

advertising platform, Twitter only offers

advertising to large brands at this time, in the form of Sponsored Tweets or

Promoted Trends.
Advertisers pay per impression to have their tweet show up at the top of feeds

when certain hash tags are used or for

certain search terms on Twitters search engine.

An advertising platform that connects advertisers with tweeters.

As a result, Twitter advertising is neither practical nor attainable for most marketers and businesses today. To warrant the valuations it has received, however, Twitter

will almost certainly begin to offer an advertising product

to smaller customers as it focuses on its monetization efforts. Due to the real-time nature of much of the communication on Twitter, it holds tremendous promise for marketers, if the eventual mass-market advertising application can effectively harness this power to make ads more relevant and timely.

TARGET AUDIANCE
Both operate using social targeting, or targeting friends of

a brand's existing customers/fans/followers.

SIZE
As

of July 2011, Face book said it had over 750 million

registered monthly active users.

Twitter it is around 200-300 million.

Ad Format
Twitter
Promoted Tweets- appear in users' timelines
Promoted Accounts Promoted Trends

Face book
Text ad with images Appear on right side of content, away from major navigation links

 However, Facebook appears to be most focused on reinforcing its focus on private, real-world connections through ongoing improvements to features like Groups and Chat. It is also focused on providing a platform for full-featured brand presences, where business can host engagement applications, contests, and rich media content as well as distribute updates. Twitter has meanwhile settled into becoming a broadcast channel for brands with some conversational functionality.

KEEP GROWING ;TWITTER

The study, by digital research firm eMarketer, said ad spending on Twitter in 2010 was an estimated $45 million, would rise to $150 million this year and could reach $250 million by 2012. "One reason for the dramatic growth forecast this year is the upcoming launch of a self-serve ad platform," such as that used by Google and Facebook, eMarketer Debra Aho Williamson.

REFERENCES
http://www.physorg.com/news/2011-01twitter-ad-revenue-million.html http://venturebeat.com/2011/10/04/twitterrevenue-projection/ .www.twitter.com http/ebscohost.com Electronic commerce-Efraim Turban &Jain Lee Marketing 3---Philip Kotler.

THANK YOU