Twitter is investing in the French market to deploy its mission "To give everyone the power to create and share ideas and information instantly, without barriers". Twitter is currently in a tight spot: doubling revenues worldwide, while still running significant losses and facing slower user base growth. In this presentation, we are looking at the current Digital Media Investment market in France and the opportunities it offers for Twitter - esp. in Mobile and Video. We are also looking in the strategic success areas from the perspective of Twitter's 3 main markets: leaders (the power users who generate the content and usage), the users, and the advertisers. Those 3 are intertwined and we suggest the appropriate dynamics to foster. This is Part 1, with Part 2 to follow.

1. A strategic roadmap for
Twitter in France
@TwFrCtryMgr - March 2015

2. “Working towards creating a Twitter
that everyone in the world can get
value from immediately. A Twitter that
connects everybody to their world.”
Nov 2014
Mar. 2015 @TwFrCtryMgr 2

3. Barings
A clear universal mission :
Our mission: To give everyone
the power to create and share
ideas and information
instantly, without barriers.
A need to realise the potential :
Revenue growing fast.
Losses still significant.
Lukewarm user base growth.
Mar. 2015 @TwFrCtryMgr 3

4. What can the French
market contribute to
Twitter?
Mar. 2015 @TwFrCtryMgr 4

5. For Twitter, France is still an under-tapped
market
• Mediametrie Mar. 2015 key France numbers:
• 6.6M unique visitors on Twitter (#47 most visited online group)
• 47M internet users
• A younger crowd? (2013 study suggests)
• A small portion of Twitter’s 288M active users
Mar. 2015 @TwFrCtryMgr 5
France represents a relatively untapped opportunity for Twitter in terms of user base growth
potential and activation progression, especially in older and more affluent segments.»

6. France is an attractive digital advertising
market
Digital is now the 2nd media for
total investment in front of
press.
Strong growth potential to be
realized when compared with
more mature neighbors.
Mar. 2015 @TwFrCtryMgr 6
25%
35% 30%
Part of Digital in overall media investment
France UK Germany
27% 25% 24%
10% 9%
5%
Media Mix in France
TV Digital Print Outdoors Mailing Radio
Source: Observatoire ePub, jan 2015

7. France is well positioned for mobile ads
Mobile media investment is
booming:
• Fast growth: 77% in 2014 to
€407M
• Social weights 41% of mobile
display
• Social on mobile is growing at
175% to €60M
And there is still room to grow.
Mar. 2015 @TwFrCtryMgr 7
14%
23% 22%
Part of Mobile in Digital media investment
France UK US
Source: Observatoire ePub, jan 2015

8. France is well positioned for video ads
Video investment is strong in
France:
• Taking a larger share of the
digital display pie every year
• And is over the average
worldwide ratio (28% vs 18%)
Mar. 2015 @TwFrCtryMgr 8
Mobile, Video and Social are a
great combination and
constitute one of the fastest
media investment categories.
»
Source: Observatoire ePub, jan 2015

9. With Vine & Periscope Apps,
Twitter France is in the right
spot
Mar. 2015 @TwFrCtryMgr 9

10. A vision for success in
France
Mar. 2015 @TwFrCtryMgr 10

11. 3 areas to address for success
Getting the right opinion
makers on board
Making Twitter a
relevant platform for
marketing investment
Driving new sign-ins and
engagement
Mar. 2015 @TwFrCtryMgr 11
Users
Advertisers
Leaders

12. Leaders
• The Right Leaders
• Risk : “Skyblog-isation”
• Opportunity : Pinpointing interests & localizing
• Opportunity : Leverage 2017 presidential elections
Mar. 2015 @TwFrCtryMgr 12

13. The Right Leaders
1. Worth following
2. Making Twitter relevant to users
3. In line with acquiring and engaging a broader audience
Mar. 2015 @TwFrCtryMgr 13

14. Risk : “Skyblog-isation”
Source: SocialBaker
Mar. 2015 @TwFrCtryMgr 14

15. Risk : “Skyblog-isation”
• Too much football, rap, teenage celebs’ ?
• Risk of being too anchored / associated with a sub-culture
• E.G Skyblog (an old French blogging platform notorious for this)
Mar. 2015 @TwFrCtryMgr 15

16. Opportunity : pinpointing interests &
localising
The signup and later discovery processes have to improve to
promote more finely targeted Leaders.
Mar. 2015 @TwFrCtryMgr 16

17. Opportunity : pinpointing interests &
localising
• Through IP geolocalization, propose
the city / local institutions to follow
• Same with sports teams,
performers, representatives, local
press…
• Through navigation/behavior data,
propose the right people within a
category
(Paris, Bordeaux and Toulouse)
(just national level)
(politician of every stripe
@MLP_officiel to @nk_m to
@JLMelenchon)
Point of Arrival Today
Mar. 2015 @TwFrCtryMgr 17

18. Opportunity : pinpointing interests &
localising
Twitter France needs to focus on trendsetting Leaders who attract
users in categories which advertisers want to target & influence.
Mar. 2015 @TwFrCtryMgr 18

19. Opportunity : pinpointing interests &
localising
Case in point: the Fashion industry
#24
Vogue
First and only fashion account in France Top 50
Mar. 2015 @TwFrCtryMgr 19

20. Opportunity : pinpointing interests &
localising
Case in point: the Fashion industry
176K
61K
@hmunitedkingdom @hmfrance
85K
8K
@Dorothy_Perkins @sarenza
#20 in Fashion Category
UK
Franc
e
VS
Number of followers Number of followers
(Source: SocialBaker)
Mar. 2015 @TwFrCtryMgr 20

21. Opportunity : pinpointing interests &
localising
Case in point: the Fashion industry
Need to make this category more interesting
for fashion brands & retailers
Mar. 2015 @TwFrCtryMgr 21
»

22. Opportunity : Leverage 2017 presidential
elections
• France has the “café culture”: we like to discuss (argue/complain)
about politics very overtly at the local bistrot. Twitter can be that
place online.
• Twitter needs to attract and promote the best analysts & satirists
98K
followers
@LesGuignols
1.7
M
followers
@VieDeMerde
VS
Mar. 2015 @TwFrCtryMgr 22

23. End of Part #1
And I’m still @TwFrCtryMgr :]
Mar. 2015 @TwFrCtryMgr 23

24. Sneak peak of Part #2
Mar. 2015 @TwFrCtryMgr 24

25. Users
• Need to attract and engage a more senior / affluent target
• “Their world”:
• On Facebook, it’s brought to them by their friends.
• On Twitter?
Need to pinpoint interests and personalize to onboard them very rapidly
and increase stickiness (back to Leaders discovery issues)
Mar. 2015 @TwFrCtryMgr 25

26. Advertisers
• e-Merchants
• Local commerce
• Brands
• B2B
• Solution to push quick and
easy purchase
• Leverage Mobile
• Data + Content
• Linkedin Leads Accelerator as
an inspiration
Mar. 2015 @TwFrCtryMgr 26

27. Credits
• Photo : Reuters
• Palette This and That by
http://www.colourlovers.com/lover/mahumina/
Mar. 2015 @TwFrCtryMgr 27