Twitterface: A viral marketing concept
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Twitterface: A viral marketing concept

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(SKIP TO SLIDE 113 IF YOU ALREADY KNOW WHAT TWITTER IS.) A presentation I gave at the Nurun Montreal head office in February 2009. The subject covers an idea I had about leveraging the viral potential ...

(SKIP TO SLIDE 113 IF YOU ALREADY KNOW WHAT TWITTER IS.) A presentation I gave at the Nurun Montreal head office in February 2009. The subject covers an idea I had about leveraging the viral potential of Twitter to benefit both its users and third parties looking for some marketing love.

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Twitterface: A viral marketing concept Twitterface: A viral marketing concept Presentation Transcript

  • “Twitterface”
    A viral marketing concept
    Ara Pehlivanian | ara.pehlivanian@nurun.com | twitter.com/ara_p | February 2009 |
  • What is Twitter?
  • A lot of people aretalking about Twitter
  • “Twitter Won’t Charge For Corporate Accounts” – PC World
  • “Top Twitter Celebrities” – CBC.ca
  • “Congressman's twittering raises security concerns ” – AP
  • “Vancouver Participates in the World's Largest Charity Fundraiser ...” – MSNBC
  • “Twitter? It’s What You Make It” – New York Times
  • “Twitter's popularity trebles in wake of celebrity endorsements” – Telegraph.co.uk
  • “Congress's New Love Affair with Twitter, for Better or Worse” – TIME
  • “Who will be masters of the ever-expanding ‘Twitterverse’?” – CNN
  • A lot of people are talking on Twitter
  • Over 1 million users
    -- TechCrunch, April 29, 2008 1
  • 3 million messages per day
    -- TechCrunch, April 29, 2008 1
  • 4 million connections between users
    -- TechCrunch, April 29, 2008 1
  • 200,000 active users per week
    -- TechCrunch, April 29, 2008 1
  • 57% of users are from California
    -- Time.com, August 20, 2008 2
  • 63% of them are male
    -- Time.com, August 20, 2008 2
  • In 2007, most were 18-24 year olds
    -- Time.com, August 20, 2008 2
  • Today 25.9%are 34 to 44 year olds
    -- Time.com, August 20, 2008 2
  • There are two particular kinds ofuser:
  • “The first group, (14.7% of Twitter visitors), comprises a ‘collection of young and ethnically diverse singles living in big-city metros like Los Angeles, Philadelphia and Miami.’ They tend to work in the arts and entertainment industry, drive small cars and espouse very liberal political views.” -- Time.com, August 20, 2008 2
  • “The second largest type of Twitterer (12.3% of the site’s visitors) are the 40-somethings. They’re likely to drive a hybrid car such as the Toyota Prius, earn household incomes over $250,000 per year and also identify with very liberal politics.” -- Time.com, August 20, 2008 2
  • “Both groups appear to be all-around Web 2.0 fans, favoring sites like Digg, Yelp and Google Docs.”-- Time.com, August 20, 2008 2
  • “OK, but it’s still no MySpace or Facebook!”
  • Worldwide interest on the rise
    Worldwide searches for the keyword “twitter” on Google since 2007 3
  • Worldwide interest on the rise
    Worldwide searches for the keyword “twitter” on Google for the last 12 months 4
  • Canadian interest on the rise
    Canadian searches for the keyword “twitter” on Google for the last 12 months 5
  • French interest exploding!
    French searches for the keyword “twitter” on Google for the last 12 months 6
  • Pew interviewed 2,253 adults between November and December of 2008 and found that 11 percent of adults in the US who use the Internet claim to have used Twitter or a similar microblogging service.– ArsTechnica, February 12, 2009 7
  • The trend seems to be picking up at a quicker pace, too; the firm notes that, just a few weeks earlier, only nine percent of Internet users said they did so, and in May, only six percent.– ArsTechnica, February 12, 2009 7
  • “OK, but aren’t these just geeks?”
  • “Geeks are by far more influential than any other online contingency, except the big media. Geeks pass the puck from Twitter to blogs back to Twitter. Eventually it hits Techmeme, Saul Hansell at the Times takes notice and then the whole world knows.” – Steve Reubel, April 29, 20088
  • You might recognize some of these
    influential geeks Twitter users:
  • Fred Durst
  • Demi Moore
  • Maria Shriver
  • William Shatner
  • Tina Fey
  • Luke Wilson
  • Wil Wheaton
  • Penn Jillette
  • LeVar Burton
  • John Hodgman
  • John Cleese
  • Jean-François Lavigne
  • JJ Abrams
  • Jimmy Kimmel
  • MC Hammer
  • Felicia Day
  • Brent Spiner
  • Barack Obama
  • Eli Manning
  • Michael Phelps
  • Dave Matthews
  • Al Gore
  • Rachel Bilson
  • Vanessa Hudgens
  • Mischa Barton
  • Shaquille O'Neal
  • Jimmy Fallon
  • Lance Armstrong
  • Stephen Colbert
  • Snoop Dogg
  • Rainn Wilson
  • Ashton Kutcher
  • John Mayer
  • Britney Spears
  • Granted, that’s Hollywood, but trendsetters from other social networks are also on Twitter
  • Stephen Fry
    165,025 followers9
  • Kevin Rose
    105,494 followers9
  • Leo Laporte
    85,484 followers9
  • Jonathan Ross
    81,409 followers9
  • Veronica Belmont
    65,343 followers9
  • Michael Arrington
    64,283 followers9
  • Guy Kawasaki
    61,831 followers9
  • “…open networks, with many weak ties and social connections, are more likely to introduce new ideas and opportunities to their members than closed networks with many redundant ties.”-- Wikipedia10
  • Twitter is a classic example of this kind of open network “with many weak ties and social connections”
  • So what is Twitter?
    • The original purpose of Twitter was “group SMS”
    • A kind of “this is what I’m up to” broadcast to a group of friends
  • Its success is largely due to the fact that Twitter updates can be made by many different means:
  • SMS
  • Web Browsers
  • Mobile Web Browsers
  • Chat Clients
  • Desktop Clients
  • Mobile Clients
  • Your Toaster
    • As a direct result of this ubiquity, Twitter has since evolved and become a micro-blogging platform
    • Twitter hasn’t actually changed, but the way people use it has
    • A recent poll of Online Marketing Blog’s readers sheds some light on how Twitter is being used today:
    • 39%Sharing links to items of interest to your network
    • 87 votes11
    • 28%Networking for new contacts
    • 63 votes11
    • 21%Reinforcing current network contacts
    • 47 votes11
    • 10% Promoting specific content
    • 22 votes11
    • 9%Re-distribution of content from blog, web site
    • 21 votes11
    • 8% Twitter cat posts:flight delays, eating habits, who knows what and why
    • 17 votes11
    • 5% Replacement for Facebook updates
    • 11 votes11
    • 5% Influencing your network to do and think what you want
    • 11 votes11
    • 2% Group and project communications
    • 4 votes11
    • 1%Microblogging conferences
    • 3 votes11
    • So how does it work?
    • You broadcast messages (tweets)to your followers…
    I’ll be in Sunnyvale next week, anyone want to grab dinner?
    • …and they reply by broadcasting back.
    @ara_p Let me know when you’re in town and we’ll grab a burger!
    • This lets their followers in on the conversation.
    @ara_p Let me know when you’re in town and we’ll grab a burger!
  • Here is a real-world example:
  • snookca makes an announcement
  • snookca makes an announcement
  • cdharrison replies to snookca
  • I can see this because I follow both snookca and cdharrison
  • …and I’ve just found out about a new Twitter app
  • Broadcasting messages and responses creates a huge opportunity for viral marketing
  • So, how do we leverage allthis viralgoodness?
  • Well, if broadcasting on Twitter is the viral opportunity…
  • …and our goal is to promote an offering virally…
  • …then why not marry the two in a way that’s mutually beneficial for both the Twitterer and the offerer?
  • Instant buy-in!
  • We could turn their favourite social networking application…
  • Twitter
  • …into an interface to their favourite online service providers!
  • Online Service Provider
    Twitter
  • This way, every time they interact with a service provider, they’re promoting for us on a potentially viral scale!
  • Here are a few possible applications:
    • Program Your DVR via Twitter
    @dvr record “Friends” 8pm tonight
    Online DVR Service
    Twitter
    • Program Your DVR via Twitter
    Online DVR Service
    Twitter
    Confirmed!
    (User’s choice: Email, Direct Message or Public Reply)
    • Queue Videos For Rental via Twitter
    @vidrentals add “Casino Royal”
    Online Video Rentals
    Twitter
    • Queue Videos For Rental via Twitter
    Twitter
    Online Video Rentals
    Confirmed!
    (User’s choice: Email, Direct Message or Public Reply)
    • Track Gas Mileage via Twitter
    @gastracker bought $30 at 90.1
    Online Gas
    Calculator
    Twitter
    • Track Gas Mileage via Twitter
    Twitter
    Online Gas
    Calculator
    Confirmed!
    (User’s choice: Email, Direct Message or Public Reply)
  • Everyone wins with this system
  • It’s useful for the user(one interface to bind them!)
  • It’s useful for their followers(free info/insight about friends, news, etc…)
  • It’s useful for the provider(free publicity, lower barrier to entry)
  • How to make it work?
  • Accessing your 20 most recent replies with the Twitter API is as easy as making a REST call to:
    http://twitter.com/statuses/replies.[xml|json|rss|atom]
  • Therefore, all an online service provider needs to do is poll Twitter for replies to its own account and simply parse the results!
  • Last 20 replies please for @dvr please
    Online DVR Service
    Twitter
  • jdoe @dvr record “Friends” 8pm tonight
    jsmith @dvr record “Star Trek” 9:30, Feb 22, 2009
    louie @dvr make cash fast! http://makecashfast.com
    jim @dvr record “Star Academie” 9pm Tuesday

    Online DVR Service
    Twitter
  • jdoe @dvr record “Friends” 8pm tonight
    Account: jdoe = 489364
    Instruction: record
    Show: “Friends” = 9948713
    Time: 2009-02-11T20:00:00
    jsmith @dvr record “Star Trek” 9:30, Feb 22, 2009
    Account: jsmith = 385321
    Instruction: record
    Show: “Star Trek” = 1247924
    Time: 2009-02-22T21:30:00
    louie @dvr make cash fast! http://makecashfast.com
    IGNORED
    jim @dvr record “Star Academie” 9pm Tuesday
    Account: jim = 1894983
    Instruction: record
    Show: “Star Academie” = 7897824
    Time: 2009-02-17T21:00:00

    Parsing…
    Online DVR Service
  • Account: jdoe = 489364
    Instruction: record
    Show: “Friends” = 9948713
    Time: 2009-02-11T20:00:00
    Account: jsmith = 385321
    Instruction: record
    Show: “Star Trek” = 1247924
    Time: 2009-02-22T21:30:00
    Account: jim = 1894983
    Instruction: record
    Show: “Star Academie” = 7897824
    Time: 2009-02-17T21:00:00

    Parsing…
    Online DVR Service
    Database
  • Notifying…
    dvr @jdoe recording “Friends” 8pm tonight, CONFIRMED!
    Online DVR Service
  • Notifying…
    Dear John Smith,
    This email is to confirm that DVR Service will record “Star Trek” for you on the 22nd of Frebruary, 2009 at 9:30 PM.
    Sincerely,
    Your Online DVR Service
    Online DVR Service
  • Notifying…
    dvr recording “Star Academie” 9pm Tuesday, CONFIRMED!
    Online DVR Service
  • More possibilities
  • Retweeting
  • ara_p @dvr record “Oscars” 8pm tonight
  • ara_p @dvr record “Oscars” 8pm tonight
    Oh cool! The Oscars!
  • ara_p @dvr record “Oscars” 8pm tonight
    codepo8 RT ara_p @dvr record “Oscars” 8pm tonight
  • ara_p @dvr record “Oscars” 8pm tonight
    codepo8 RT ara_p @dvr record “Oscars” 8pm tonight
    Oh cool! The Oscars!
  • ara_p @dvr record “Oscars” 8pm tonight
    codepo8 RT ara_p @dvr record “Oscars” 8pm tonight
    jflavigneRT codepo8 RT ara_p @dvr record “Oscars” 8pm tonight
  • Retweeting is the big thing
    on Twitter right now
  • Retweet Radar
    tracks and ranks retweets12
  • “Tweet this”
  • Make your content easy to post to Twitter
  • Tweet this!
    ara_p My IQ is 150, what’s yours? (via http://www.iqtest.com)
    IQ Test Website
    Test Result
  • Tweet this!
    ara_p My pong score is 18,096, think you can beat it? (via http://www.pong-game.com)
    Gaming Website
    High Score
  • Tweet this!
    ara_p Just got a coupon for free shampoo at http://www.sham.com
    Promotion Website
  • A sample of what people are doing with Twitter today:
  • Piping Feeds (RSS) into Twitter
  • Remember The Milk, an online to-do list allows you to add items via Twitter direct message13
  • Twestival.fm, raises money for charity by letting you download free music and encouraging donations14
  • “Hardware hackers have set up household appliances to send status alerts over Twitter”15
  • TwitPic lets you post pictures directly to Twitter16
  • TwitBot
    “An easy way to create twitter bots and channels. Coming soon, and it's goingto be Open Source.”
    -- twitbot.com
  • Thank You!
    Work: ara.pehlivanian@nurun.com
    Twitter: http://www.twitter.com/ara_p
    Personal: ara.pehlivanian@gmail.com
  • References
    “End Of Speculation: The Real Twitter Usage Numbers”, TechCrunch, Michael Arrington, April 29, 2008http://www.techcrunch.com/2008/04/29/end-of-speculation-the-real-twitter-usage-numbers/
    “Even Gen X is a Twitter”, Time.com, Bill Tancer, August 20, 2008http://www.time.com/time/business/article/0,8599,1834131,00.html?cnn=yes
    “twitter” on Google Trends (All regions, all years)http://www.google.com/trends?q=twitter
    “twitter” on Google Trends (All regions, last 12 months)http://www.google.com/trends?q=twitter&ctab=0&geo=all&date=ytd&sort=0
    “twitter” on Google Trends (Canada, last 12 months) http://www.google.com/trends?q=twitter&ctab=0&geo=CA&date=ytd&sort=0
    “twitter” on Google Trends (France, last 12 months)http://www.google.com/trends?q=twitter&ctab=0&geo=FR&geor=all&date=ytd&sort=0
    “Study: Twitter users are mobile, urban, and engaged online”, ArsTechnica, Jacqui Cheng, February 12, 2009http://arstechnica.com/web/news/2009/02/study-twitter-users-are-mobile-urban-and-engaged-online.ars
    “Even if Twitter is Just a Geek Haven, It's Still Very Influential”, Micro Persuasion, Steve Rubel, April 29, 2008http://www.micropersuasion.com/2008/04/even-if-twitter.html
    Twitterholic.comhttp://twitterholic.com/
    Wikipedia, “Social Network”http://en.wikipedia.org/wiki/Social_network
    “Top 10 Uses of Twitter”http://www.toprankblog.com/2008/05/top-10-twitter-uses/
    Retweet Radarhttp://www.retweetradar.com/
    “Remember the Milk with Twitter”, Lifehacker, Gina Trapani, July 10, 2007 http://lifehacker.com/software/to-do-managers/remember-the-milk-with-twitter-276583.php
    “Twestival.fm: Live Aid for Twitter”, ReadWriteWeb, Richard MacManus, February 10, 2009http://www.readwriteweb.com/archives/twestivalfm_live_aid_for_twitter.php
    “Twitter Fast Growing Beyond Its Messaging Roots”, Wired, Michael Calore, February 10, 2009http://blog.wired.com/business/2009/02/twitters-hackab.html
    Twitpic.comhttp://twitpic.com/
    Image Credit
    Twitter Icons, Smashing Magazine, MirjamiManninen, January 23, 2009http://www.smashingmagazine.com/2009/01/23/friday-freebies-flavours-icon-set-and-cute-tweeters-icon-set/
    Feed Icons, Smashing Magazine, MirjamiManninen, October 28, 2008http://www.smashingmagazine.com/2008/10/28/feed-me-animals-a-free-rss-feed-icon-set/
    Marvin the Paranoid Android
    http://blog.uncovering.org/en/archives/2007/06/marvin_the_paranoid_android.html