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Twitter Business Model - 8th Wonder of the World


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Why it may be extremely challenging for Twitter to have a business model!

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Twitter Business Model - 8th Wonder of the World

  1. 1. Twitter’s Business Model:<br />8th Wonder of the World<br />Business Model<br />30, January 2011<br />pj | |<br />
  2. 2. the twitter ecosystem<br />tweets<br />applications<br />users<br /><br /><br />
  3. 3. what is twitter’s core product?<br />tweets<br />re-tweets (more tweets of tweet)<br />95 Mn<br />tweets per day<br />Source: Twitter - - As of 14 Sept 2010<br /><br /><br />
  4. 4. who generates the tweets?<br />175 Mn<br />registered users on twitter<br />75%<br />applications thatare outside<br />40%<br />from users on mobile devices<br />Source: Twitter - - As of 14 Sept 2010<br />Business Week -<br />Smart House -<br /><br /><br />
  5. 5. what are tweets all about?<br />4%<br />4%<br />Spam<br />6%<br />40%<br />News<br />Self-Promotion<br />Pointless Blabber<br />9%<br />Pass-along value<br />38%<br />Conversational<br />Source: Pear Analytics -<br /><br /><br />
  6. 6. do tweets get attention?<br />71%<br />get no reaction<br />23%<br />get replied<br />6%<br />get re-tweeted<br />Source: Sysomos-<br /><br /><br />
  7. 7. what is a life-span of a tweet<br />Fractional!<br />it depends on:<br />1. number of followers you have <br />2. % of your followers online at that time<br />3. rate of tweeting of people followed by your followers at that time<br />Fractional tweets are seen. <br />More fractional tweets are read. <br />More fractional tweets are responded (replied or re-tweeted)<br /><br /><br />
  8. 8. twitter’s current business model<br />have 3 business offerings:<br />- Promoted Tweets<br />- Promoted Trends<br />- Promoted Accounts<br />All of these business offerings appear on, while<br />- 71% tweets go without any reaction<br />- 75% usage of twitter is outside of<br />- No context or relevance is applied based on user demographics<br /> (Sitting in India I see all US centric promoted tweets, trends & accounts)<br />- Users who geo-tagged their tweets are minimal.<br /><br /><br />
  9. 9. twitter’s revenue<br />$140 Million<br />According to internal documents leaked and published on TechCrunch, expected revenue for 2010<br />Twitter’s Business Model<br />?<br />- Promoted Tweets<br />- Promoted Trends<br />- Promoted Accounts<br />$140 Million = <br />Source: TechCrunch-<br /><br /><br />
  10. 10. twitter’s revenue<br />Twitter’s Business Model<br />$46 Mn<br />- Promoted Tweets<br />- Promoted Trends<br />- Promoted Accounts<br />$140 Million = <br />$46 Mn<br />$46 Mn<br />Assuming 33% revenue generation for each offering – they have to generate $46Mn per year<br />$46Mn per year = $125,000 per day! <br />That’s Expensive!<br />But that may be true!Clickz – McDonald’s all day promoted trend costs around $80,000<br />Mashable– Mentioned reports from Wall Street Journal speculates promoted trends & tweets costing upwards of $100,000<br />TheNextWeb– Promoted tweets are sold for $100,000 or more<br />ReadWriteWeb– Again quoting the Wall Street Journal report<br />Source: Clickz-<br />Mashable-<br />TheNextWeb-<br />ReadWriteWeb-<br /><br /><br />
  11. 11. twitter’s ecosystem is valuable,<br /> but cannot be monetized!<br />tweets<br />-> most tweets are blabbers, pointless<br />-> user tweets are not intents like search keywords<br /> tweets are meant for others, not self<br />-> user tweets with intent, the intent may not last for long<br /> the tweet itself is in social context, and may be intended for others <br />-> twitter needs to discover the intent and push an advt to user as reply,<br /> but – that will lead to tweet spam, users will protest<br /> – its very difficult to decipher purchase intent from a tweet<br /><br /><br />
  12. 12. twitter’s ecosystem is valuable,<br /> but cannot be monetized!<br />applications<br />-> twitter has indicated it will not allow applications to monetize tweets<br />-> twitter cannot monetize applications by charging them 75% tweets are from apps, twitter is more dependant on it<br />-> if twitter starts monetizing individual tweets, they will need to <br /> credit the applications that completed action.<br /><br /><br />
  13. 13. twitter’s ecosystem is valuable,<br /> but cannot be monetized!<br />trends<br />-> most of the times natural trending topics are consequences of - offline news events<br /> - big announcements by brands/ companies / individuals<br />-> a promoted trend may not cause same impact amongst users<br />-> if twitter continues with promoted trends – this is model is not scalable. at $100,000 per day it will appeal only to a small segment of advertisers<br /><br /><br />
  14. 14. twitter’s ecosystem is valuable,<br /> but cannot be monetized!<br />users<br />-> most followed twitter users are celebrities or big brands that have pulled more users to twitter. Twitter will not have been the same without such users.<br />-> twitter will continue to offer ‘featured users’ and ‘verified accounts’ there may not be a business model here<br />-> there may be little value to businesses for ‘promoted accounts’ to gather users to whom tweets may not relevant or received<br /><br /><br />
  15. 15. twitter’s other business models!<br />ecommerce<br />-> product recommendations, purchases, reviews are already getting posted as tweets by users. Twitter may not be able to add more value in this! Twitter is not an affiliate or an ecommerce seller like Amazon<br />analytics<br />-> thanks to twitter API, there is not much analytics that twitter can provide which its API cannot. <br />news<br />-> twitter is anyway used by newspapers and users to break/share news<br /> key news become trends. there is no business model here.<br /><br /><br />
  16. 16. twitter’s is trying to discover a new revenue model that fits is eco-system.<br />although the ecosystem may be of value,<br />the challenge to monetize it will be a remain for a long time. may be for always!<br />twitter’s business model will surely be <br />8th wonder of this world<br /><br /><br />
  17. 17. Fail Whale Wallpaper. Image credit – Cheth Studios<br />#thank-you<br />Note: All thoughts, concepts mentioned and views expressed are made in personal capacity.<br /><br />