This document proposes the "Nook" social media platform as a way to reengage dormant Twitter users by focusing on private social interactions and conversations. It outlines features of Nook that would allow users to have private discussions in groups without posts being visible publicly. Examples of how Nook could be used include book clubs, family discussions, and political debates. Metrics for success would include the number of new and reactivated accounts as well as time spent engaging within private "Nooks". A marketing plan is suggested to launch Nook around the upcoming election and capitalize on Twitter's potential to encourage positive political discussions and civic engagement.

1. Carve out your corner on the
Twitter-verse.
Introducing… the Nook!
Lois Lo@LoisElinorLo
linkedin.com/in/lois-lo/ @LoisElinorLo

2. Reactivating dormant Twitter accounts poses massive opportunity
Monthly active users fell for three quarters in a row in 2018.
Stopped publicly reporting monthly user count since 2019.
VC firm estimates 1B~ dormant Twitter accounts.
Twitter’s increase in MAU generally lags competitors’:
Twitter: 4%, Facebook: 16%, Instagram: 33% (2017)
Source: (1) Why people quit Twitter, Quartz
(2) Twitter reveals its DAU numbers, WaPo
(3) Lowercase Capital research

3. Providing opportunities for social interactions would lower churn
“Better sharing tools with my friends”
“More of my friends joined Twitter”
Social
interaction
problem
47%
Source: Why people quit Twitter, Quartz

4. Increasing opportunities for social interactions align with company goals,
product history, and industry trends
Company
Mission
Product
History
Industry
Trend
@Jack
Jack Dorsey
It’s… about how people
interrelate with one another, how
people converse with one
another.
• Proxy: 50%⬆ from DM
expansion in Q4 2015
• Kruzeniski, Senior Director
of Product Design, said “a
busy conversation
introduces its own
challenges”
Groups & Platform Stickiness
+ +
Sources:
(1) The Daily Podcast by the NYT, 08/07/2020
(2) Twitter Shareholder’s Letter FY 2015 Q4
(3) Fast Company, Here are Twitter’s new experiments in driving conversation

5. Cassie Grey 🌱
@CassieGrey
“If you’re not in the arena also
getting your ass kicked, I’m not
interested in your feedback”
- Brené Brown
’20 Grad -
PolySci Major
@NYU
Introverted & Passionate!
Lives in Seattle;
Works in Tech
Goals!
• Have substantive
conversations with friends
and fam!
• Be an informed citizen
• Be engaged with
Frustrations.
• Limited opportunities to FaceTime with close friends on EST time
• Interesting thoughts shared thru iMessage group chat aren’t engaged
with
• Too shy to jump into convos with strangers on Twitter

6. Nook’s MVP features: Leave conversations in Nooks completely private… for now
Features In Features Out
• Create Nook from public
content
• Invite people to your
Nook
• Reply to posts
• Private mode by Default
• Create Nook with no
content
• Accommodate for 20+
people
• RT conversation to own
Timeline

7. Use Cases: From having intellectual conversations to discussing their “entanglements”
• Engage with their Book Clubs
• Get into the minds of their favorite authors
• Host their own Red Table Talk -
Have candid conversations with
family and friends
USECASECOMPETITORS
INSTAGRAM
• Summer 2020
• Deluge of charts, infographics,
quotes and headlines
• Overwhelming volume of news
ZOOM | FACEBOOK | FACETIME | iMESSAGE
• COVID-19
• Replacement of otherwise face-to-face
interactions

8. Prototype

9. Launch soon to enable social-justice-focused users and capitalize on fast-approaching election day

10. Success Metrics: Keep a close eye on reactivated accounts and
changes in average time per session
🔑 Number of Nooks created
🔑 Average time per session
🔑Number of Active Nooks
(1 post or comment/ wk)
Activatio
n
Acquisition
Retention
Referral
Revenue
🔑Number of new or reactivated accounts
🔑Conversion rate

11. GTM plan: Realize Twitter’s potential as a change agent
In-app push notification
Ad Partnership with prominent authors
“Get out the vote” marketing campaign
Tweets by @TwitterDesign , @Twitter

12. Thank You!

13. Appendix A: Beta feature - Conversation Starters & Status
Source: Engadget

14. Snapchat’s voter awareness tool
Appendix B: Twitter needs to cement its place as a positive political agent
Source: The Verge

15. • People in broadcast networks aren’t connecting with one another
Appendix C: Twitter’s News Consumers
Source: Mapping Twitter Topic Networks:
From Polarized Crowds to Community Clusters,
Pew Research