Augustine Fou- 1 -
Dr. Augustine Fou
http://linkd.in/augustinefou
January 2014
Investment Thesis:
Twitter (TWTR)
Augustine Fou- 2 -
Executive Summary
THESIS
• Cautiously optimistic that Twitter can be the recipient
of branding dollars ...
Augustine Fou- 3 -
Executive Summary
TWTR
• Twitter’s revenues are entirely ad supported
• The CPM cost of their ads are o...
Augustine Fou- 4 -
Where Twitter “Fits”
2012 - $107B
2016E - $104B
branding performance
Television 65% ($70B, 2012) Digita...
Augustine Fou- 5 -
Ad Revenue
Augustine Fou- 6 -
Twitter Ad Revenue
Source: Twitter SEC Filings
Augustine Fou- 7 -
Operating Income Trend
Source: Twitter via Google Finance
• Cost of revenue trend is
good (lower as % o...
Augustine Fou- 8 -
Twitter Revenue vs Net Loss
Source: Twitter SEC Filings
Augustine Fou- 9 -
Facebook Average CPM = $0.59
Twitter Average CPM = $3.50
Facebook Average CTR = 0.119%
Twitter Average ...
Augustine Fou- 10 -
Twitter vs Facebook CPM
Twitter CPM $3.50; Facebook CPM 0.35
Source: BusinessInsider, April 2012
Augustine Fou- 11 -
Types of Twitter Ads
Augustine Fou- 12 -
Promoted Accounts
Source: Twitter
Costs
Cost-per-follow
(CPF)
Sample:
$2-5 CPF
Primary Uses
• Gain fol...
Augustine Fou- 13 -
Promoted Tweets
Source: Twitter
Primary Uses
• Sharing content
• Amplify message
• Offering deals
• Bu...
Augustine Fou- 14 -
Promoted Trends
Source: Twitter
Pricing
$200,000/day
Primary Uses
• Brand building
• Generating awaren...
Augustine Fou- 15 -
How Brands Use Twitter –
For Awareness
Augustine Fou- 16 -
According to the SMMU study, just 9%
of respondents have used Twitter’s paid
services, although anothe...
Augustine Fou- 17 -
Upside? Or Concern?
According to the SMMU study, just 9% of
respondents have used Twitter’s paid
servi...
Augustine Fou- 18 -
Twitter Users
Augustine Fou- 19 -
Twitter User Stats
Timeline
views grew
only 5%,
which
implies
saturation.
This has a
direct impact
on ...
Augustine Fou- 20 -
Monthly Active Users
This slowdown is
not good news for
Twitter and it may
be a canary in the
coal min...
Augustine Fou- 21 -
Twitter Demographics
Source: National Journal March 2013
Augustine Fou- 22 -
Twitter Company Stats
Twitter Company Statistics Data
Total number of active registered Twitter users ...
Augustine Fou- 23 -
Twitter User Growth
Source: Hubspot
Augustine Fou- 24 -
Twitter Users Sensitive to Advertising
Augustine Fou- 25 -
Related Slideshares
Investment Thesis: Groupon
By: Augustine Fou, January 2014
Investment Thesis: WebM...
Augustine Fou- 26 -
Dr. Augustine Fou – Agency Czar
“I advise clients on using different
formats of digital ads and defini...
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Investment Thesis Twitter by Augustine Fou January 2014

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Twitter has grown incredibly fast and now commands an extreme valuation relative to users and revenue per user, compared to peers like LinkedIn (LNKD) and Yahoo (YHOO) which have a far more diversified set of revenue streams.

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Transcript of "Investment Thesis Twitter by Augustine Fou January 2014"

  1. 1. Augustine Fou- 1 - Dr. Augustine Fou http://linkd.in/augustinefou January 2014 Investment Thesis: Twitter (TWTR)
  2. 2. Augustine Fou- 2 - Executive Summary THESIS • Cautiously optimistic that Twitter can be the recipient of branding dollars shifting from traditional (offline) channels like print and newspapers, to sustain revenue growth and therefore current multiples.
  3. 3. Augustine Fou- 3 - Executive Summary TWTR • Twitter’s revenues are entirely ad supported • The CPM cost of their ads are over 10x higher than Facebook • Twitter’s revenue per user is half that of Facebook • There are many significant threats to users staying on Twitter to view content since content can easily be cross posted to other platforms like Facebook • There are already signs of “slowdown” or “plateauing” of users from the recent Monthly Active Users data
  4. 4. Augustine Fou- 4 - Where Twitter “Fits” 2012 - $107B 2016E - $104B branding performance Television 65% ($70B, 2012) Digital 35% ($37B, 2012) Display (Facebook) 22% Search (Google) 46% Other 32%55% 45% Broadcast Cable Television 58% ($61B, 2016E) Digital 42% ($43B, 2016E) 42% 49% Other 9%51% 49% Broadcast Cable Branding (Facebook) Performance (Google) Mainly for branding and awareness, not as much reach as Facebook
  5. 5. Augustine Fou- 5 - Ad Revenue
  6. 6. Augustine Fou- 6 - Twitter Ad Revenue Source: Twitter SEC Filings
  7. 7. Augustine Fou- 7 - Operating Income Trend Source: Twitter via Google Finance • Cost of revenue trend is good (lower as % of revenue) • Operating expense needs to be monitored • Market cap is high relative to peers like LNKD and YHOO, who have more diversified revenues and upside.
  8. 8. Augustine Fou- 8 - Twitter Revenue vs Net Loss Source: Twitter SEC Filings
  9. 9. Augustine Fou- 9 - Facebook Average CPM = $0.59 Twitter Average CPM = $3.50 Facebook Average CTR = 0.119% Twitter Average CTR = 1-3% Facebook vs Twitter Ads Source: WordStream, Nov 2013
  10. 10. Augustine Fou- 10 - Twitter vs Facebook CPM Twitter CPM $3.50; Facebook CPM 0.35 Source: BusinessInsider, April 2012
  11. 11. Augustine Fou- 11 - Types of Twitter Ads
  12. 12. Augustine Fou- 12 - Promoted Accounts Source: Twitter Costs Cost-per-follow (CPF) Sample: $2-5 CPF Primary Uses • Gain followers • Create awareness
  13. 13. Augustine Fou- 13 - Promoted Tweets Source: Twitter Primary Uses • Sharing content • Amplify message • Offering deals • Building a brand voice • Building awareness Costs • Cost per Engagement (CPE) • Sample: 10s of cents
  14. 14. Augustine Fou- 14 - Promoted Trends Source: Twitter Pricing $200,000/day Primary Uses • Brand building • Generating awareness • Associating brand with a current trend
  15. 15. Augustine Fou- 15 - How Brands Use Twitter – For Awareness
  16. 16. Augustine Fou- 16 - According to the SMMU study, just 9% of respondents have used Twitter’s paid services, although another 44% are planning to explore them in the future. Some 17% are apparently unaware that Twitter even offers paid services. Those are lower figures than seen in the Ad Age survey, in which 46.5% of brands marketing on Twitter were also advertising on the platform. Twitter is for Awareness Source: Social Media Marketing University, March 2014
  17. 17. Augustine Fou- 17 - Upside? Or Concern? According to the SMMU study, just 9% of respondents have used Twitter’s paid services, although another 44% are planning to explore them in the future. Some 17% are apparently unaware that Twitter even offers paid services. Those are lower figures than seen in the Ad Age survey, in which 46.5% of brands marketing on Twitter were also advertising on the platform.
  18. 18. Augustine Fou- 18 - Twitter Users
  19. 19. Augustine Fou- 19 - Twitter User Stats Timeline views grew only 5%, which implies saturation. This has a direct impact on ad revenues.
  20. 20. Augustine Fou- 20 - Monthly Active Users This slowdown is not good news for Twitter and it may be a canary in the coal mine, regardless of ad revenue growth (it was 21% in the third quarter). The timeline is the centerpiece of Twitter's user experience, akin to Facebook's news feed. It's key to Twitter's long-term health as a platform.
  21. 21. Augustine Fou- 21 - Twitter Demographics Source: National Journal March 2013
  22. 22. Augustine Fou- 22 - Twitter Company Stats Twitter Company Statistics Data Total number of active registered Twitter users 554,750,000 Number of new Twitter users signing up everyday 135,000 Number of unique Twitter site visitors every month 190 million Average number of tweets per day 58 million Number of Twitter search engine queries every day 2.1 billion Percent of Twitter users who use their phone to tweet 43 % Percent of tweets that come from third party applicants 60% Number of people that are employed by Twitter 2,500 Number of active Twitter users every month 115 million Percent of Twitters who don’t tweet but watch other people tweet 40% Number of days it takes for 1 billion tweets 5 days Number of tweets that happen every second 9,100 TwitterAnnual Advertising Revenue Revenue 2013 (Projected) $399,500,000 2012 $259,000,000 2011 $139,000,000 2010 $45,000,000 Source: Statistic Brain, May 7, 2013
  23. 23. Augustine Fou- 23 - Twitter User Growth Source: Hubspot
  24. 24. Augustine Fou- 24 - Twitter Users Sensitive to Advertising
  25. 25. Augustine Fou- 25 - Related Slideshares Investment Thesis: Groupon By: Augustine Fou, January 2014 Investment Thesis: WebMD By: Augustine Fou, April 2013 Investment Thesis: Facebook By: Augustine Fou, May 2013 Facebook Advertising Benchmarks by Industry By; Augustine Fou, June 28, 2013 Augustine Fou- 25 -
  26. 26. Augustine Fou- 26 - Dr. Augustine Fou – Agency Czar “I advise clients on using different formats of digital ads and defining clear metrics to show business impact and ROI. Specifically, clients can use search for driving traffic as well as insights about what customers are looking for.” FORMER CHIEF DIGITAL OFFICER, HCG (OMNICOM) MCKINSEY CONSULTANT CLIENT SIDE / AGENCY SIDE EXPERIENCE PROFESSOR AND COLUMNIST ENTREPRENEUR / SMALL BUSINESS OWNER PHD MATERIALS SCIENCE (MIT '95) AT AGE 23 ClickZ Articles: http://bit.ly/augustine-fou-clickz Slideshares: http://bit.ly/augustine-fou-slideshares LinkedIn: http://linkd.in/augustinefou

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