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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
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
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.
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.
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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.
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).
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.
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.
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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.
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
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
opportunities.
Facebook Ads
Face book's advertising platform is by far the most developed and widely used compared to other social networks.
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.
Twitter Ads
Currently the most underdeveloped
Promoted Trends.
Advertisers pay per impression to have their tweet show up at the top of feeds
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
TARGET AUDIANCE
Both operate using social targeting, or targeting friends of
SIZE
As
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.
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.
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