Twitter is a social media platform launched in 2006 that allows users to post and interact with messages called tweets that are limited to 140 characters. It grew rapidly from its start and by 2011 had expanded internationally to 7 countries and languages. Key aspects of Twitter's growth included encouraging user innovations like hashtags and retweets, making the interface more user-friendly, and politicians and media organizations using it for real-time news coverage of events and political campaigns. By 2016 it had over 300 million monthly active users, 70% of which were outside the United States.

1. MINI CASE STUDY:
By:
Yamini Harsola
VIT, Chennai

2. • Online news and social networking service
• messages, "tweets," restricted to 140 characters
• Access through website interface, or a mobile
device app
• Based in San Francisco
• More than 25 offices around the world

3. Pretend to visit yourself five years into the future and see
that your little side project turned into one of the biggest
communications technologies of the last 100 years.
This is the history of Twitter.
Jack Dorsey, Noah Glass, Biz Stone, Evan Williams in 2006.

4. • Operates in more than one country
• Plan-operate-coordinate
• Consider universal customer needs
Competing on a Global Basis

5. Deciding Whether to Go Abroad
• Started Small in 2006
• Southwest Interactive Conference
• User base grew at astounding rates
• By 2011, expansion in 7 different
countries and languages

6. • Tweet 140 characters
• Creative constraint
• #Flight1549 revolutionalised reporting news
• Celebs joined in 2009
• Major media in elections, protests
Deciding Which Markets to Enter

7. Deciding on the Marketing Program
• Making a more user friendly UI
• Catchy logo
• #Hashtags popularized
• User Innovations Encouraged

8. User Innovations
• #Hashtags
• Retweets (RT) was
created after the
#trends
• @ symbol to identify
another user in a
tweet

9. • Raised $2.1 billion in Initial Public Offering
• 35 Languages, 70% users outside US
• 317 million monthly active users, 2016
Success!!!

10. • Shaped Political Conversation and Influenced Media
• Energized their supporters
• Real-time nature and emphasis on brevity made it especially well-
suited for politicians
• Push Their Candidates' Agendas
American Presidential
Elections

11. #Flight1549
• The news spread like wildfire across the
Twitterverse
• wasn't just text messages; photos & videos
too
• Twitter established itself as new form of
media: CyberMedia

12. 21st Century Newspaper
• Information Network, a different from
existing sources like Facebook
• Real-time news source
• Media chooses their sources. Readers
choose the content.

13. Products & Services
• Cloud Services
• Analytics
• News Platform
• Apps in association Facebook

14. Bibliography
• Wikipedia.com
• Lifewire.com
• Google images
• Huffingtonposts.com

15. Disclaimer
The presentation is created by Yamini
Harsola, under a marketing internship
from IIM Lucknow, under Prof. Sameer
Mathur.