The presentation gives you a glimpse about twitter and its journey in India.

1. THE INDIAN STORY
#VIDHYANAND C S
#School of Management Studies
#University of Hyderabad

2. PROLOGUE
• Social networking service that enables
users to read and send short 140
character messages called “tweets’’
• Created in march 2006 by Jack Dorsey,
Evan Williams, Biz Stone and Noah Glass

3. 1.Entry to Indian Market
• Started its Indian journey in November
2012
• Twitter India was incorporated in February
2013
• Timid response due to lack of smart phone
and internet usage in India
• Suspicious outlook towards social media

4. 2.STP
• Segmenting
– Behavioural
• Information seekers and Information propagators
– Psychographic
• Smart phone and feature phone users

5. • Targeting
– Influencers
• Celebrities, politicians and sports personalities
– Organisations that focus on customer
engagement
– Smartphone users
• Positioning
– Free open platform where people can engage
with each other and share valuable
information.

6. 3.SWOT ANALYSIS
• Strengths
– Biggest influencers like politicians, celebrities
and sports stars started using twitter
– Association with BCCI has helped to create
traffic during matches (social polls)
– Association with TV channels to reach mass
audience (Twitter Amplify)

7. – Ability to plan remarkable hash tag campaigns
to attract public consciousness
(#ThankYouSachin, #Results2014, #IPL7 )
– Able to create remarkable engagement
opportunities (ISRO Mars Orbiters’
communication with Mars Curiosity)

8. • Weaknesses
– Initial investment to kick start a promotional
campaign is high ( At least Rs 6 Lakhs) when
compared to Facebook
– Perceived as an intellectual platform
– Lesser previews for advertisement

9. • Opportunities
– Acquiring firms like ZipDial through which they
can connect to feature phone users
– Interpretation of data to find out market trends
(for political parties, conglomerates etc.)
– Twitter can tie-up with other satellite TV
service providers to run tweets on TV.
– More cash rich public sector companies will
come forward to engage with people through
twitter

10. • Threats
– Facebook gaining popularity among users
reduces revenues
– Raise of smart phone related applications like
wechat and whatsapp eating into market
share of twitter

11. 4.Revenue Model
• Data-licensing
– Execution ecosystem partnerships (3rd
parties)
– Data-level partnerships
• Helps brands to make sense of Twitter chatter in
real-time.
– Market-level partnerships
• Twitter solutions for different clients

12. • Promoted Products
– Tweets
– Trends
– Accounts sold to advertisers
– Accounts sold to individuals (verified pages)

13. 5.EPILOGUE
• Inorganic growth in the future through
acquisition of other potential organisations
that can add value
• Organic growth through
– Use of technology to reach feature phone
users
– Acting as a medium of communication
between government institutions and common
man
– Targeting intellectuals who can be the next
influencers