The document discusses the evolution and significance of Twitter as a platform for real-time public expression and news sharing, highlighting its growth to 500 million users and a demographic skew toward younger females. It emphasizes the mobile usage trend and Twitter's relevance as a primary news source akin to major news networks. The document also notes how brands effectively leverage Twitter for real-time interaction and marketing opportunities.

1. ERWIN PENLAND PRESENTS
FOOD FOR THOUGHT
Putting Twitter in Perspective
October 2013
Erwin Penland - Proprietary and Confidential

2. Twitter
16% of all Internet users are on Twitter –
roughly 500 million people worldwide
Age Group
the stats
Population
In the last year, Twitter’s user base has grown
approximately 30%
Twitter’s user demo skews slightly female, with
18 to 39-year-olds representing the single
largest age group
Gender
SLIGHTL
Y
500million
female
Education
Location
urban
college
Income
Ethnicity
hispanic
african
american
&
Source:
expandedramblings.com/index.php/by-the-numbers-17-amazing-Twitter-stats
18-39
< $30k
or $50-75k
Erwin Penland - Proprietary and Confidential

3. &
me the world around me
If you think of Facebook as a town, think of Twitter as
a town square.
People (who may also be on Facebook) congregate
to share news, commentary and gossip in real time, as
things are happening.
All in bursts of 140 characters or less.
socialTIMELINE
PAST
PRESENT
FUTURE
Erwin Penland - Proprietary and Confidential

4. Twitter is real time
Twitter’s mission is to serve as a global
platform for public self-expression and
conversation in real time.
Over the last few years, it has evolved from a
simple, text-based service into something
richer and fuller.
Users can now embed everything from photos
to Vines and even mini-apps in their Tweet.
The stream, so to speak, has become a raging
river of content.
As this has happened, Twitter has transitioned
from being a technology company to a
powerful global media company.
Erwin Penland - Proprietary and Confidential

5. The place for news
Because Twitter’s focus is real-time, users
increasingly participate using mobile devices
rather than their computers. Another result
of this mobile effect is that Twitter is quickly
becoming a primary source for news.
Twitter is like CNN, TMZ and ESPN rolled into
one, curated by 100 million daily active users
(often attempting to draft clever tweets).
When big news breaks around the world –
whether in politics, entertainment, sports or
other events – digital news junkies head to
Twitter. It is also a second screen for major
news outlets, businesses and large-scale
event leaders.
Source: fanpagelist.com/category/brands
Erwin Penland - Proprietary and Confidential

6. Brands winning
Brands are leveraging Twitter to interact with
other content in real time, most notably with
“appointment-driven” television.
Breaking Bad season five opened in a Denny’s
diner – with a scene that set up the season.
@DennysDiner jumped on the opportunity,
posting original, relevant, authentic Tweets in real
time, and building their own relationship with the
BB audience.
@Delta and @DeltaAssist have fully incorporated
Twitter into their Customer Service functions,
using it to respond to customers’ questions and
address delay issues, flight cancellations and lost
bag tracking requests in real time.
@VictoriasSecret now has close to 3M followers
thanks to weekly Angel Chats and promotions on
Twitter. They also post product images and video
content, and announce upcoming
Model appearances.
Source: fanpagelist.com/category/brands
Erwin Penland - Proprietary and Confidential

7. Future is mobile
Smart phone penetration at its highest rate ever;
people are on the go and want news/info real-time.
That is the perfect environment for Twitter
to thrive.
What’s coming next is a more graphically-intense
Twitter, marked by fundamental transformation of
its core experience on mobile devices.
The company has come around to the idea that its
apps should be custom-designed for each and
every platform, in order to take as much advantage
as possible of what each one has to offer.
Within the company, the decision has been to
prioritize mobile over any other medium, including
the Web, so that experience will see the most
rapid change.
Erwin Penland - Proprietary and Confidential

8. Food for Thought
Food For Thought is Erwin Penland's thought
leadership platform.
It began six years ago with a three-day annual
symposium celebrating the intersection of
food, creative thinking, entrepreneurialism and
social responsibility through events,
discussions and of course, dining.
The fully experiential gathering is crafted to
inspire dialogue and debate among prominent
entrepreneurs, business leaders and creative
thinkers from around the country – showcasing
how creativity is paramount to success in every
organization, and in fact, in life.
For more information:
Joe Saracino
Chief Marketing Officer
Erwin Penland
joe.saracino@erwinpenland.com
Erwin Penland
erwinpenland.com
@erwinpenland on Twitter, Instagram and Vine
Twitter.com/erwinpenland
Food for Thought Conference
foodforthoughtconference.com
@fftconference on Twitter
Twitter.com/fftconference
The platform itself has been extended into
quarterly client sessions, internal agency
training programs, research and marketing
trend presentations.
Erwin Penland - Proprietary and Confidential