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Parul Verma

Marketing Case Analysis of Twitter

Technology
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Global platform for public self-expression and real-time conversation through tweets. What is twitter ?What is twitter ?
Twitter Tycoons : found
What is twitter used for? ● Promoting a brand or company ● Raising money for charities ● Breaking news, information ● Following favorite celebrities ● OR..... as Dorsey said – changing the world!
Twitter's societal impact :
Tweeting at SSWF in 2007 increased Twitter activity from 20k to 60k overnight – its big break
US Airways flight's emergency landing on Hudson river and #Flight1549 became viral news
After the 2012 US elections, with Obama's tweet being retweeted almost 1 million times.
In Arab Spring, Twitter gave activists a means to share uncensored info, connect and organise street operations.
● Product Standardization ● Product adaption – straight extension mostly ● Product Invention ● Standardized Marketing ● Global adaption ● Global Distribution Marketing strategies used by twitter to enter the global market :
# and @# and @
GROWTH OF TWITTER ➔ Raised $2.1 billion in 2013 the first time it went public – second biggest Internet IPO ➔ Operates in 35 languages ➔ Global presence – 70% users live outside US ➔ In 2014 – 500 million registered users, 250 M active , 400 M tweet everyday The company's ultimate goal is to reach everyone in the world!
Q1. Discuss Twitter's global impact since its inception.
Q2. Who are Twitter's biggest competitors?
1) Real time content 2) Easy to use 3)Advertising options available 4)Fast relay of news and information 5)Connects the world globally 6)Available in multiple languages 7)Allows sharing of various media content – text, pictures, videos How does Twitter differ from other social media companies?
● Gaining more number of users ● Curbing trolling and abuse ● Turning dormant accounts active ● One-way communication ● Limited number of characters allowed ● Stopping its executives from leaving Q3. What marketing challenge does Twitter face as it continues to expand its brand globally ?
SUMMARYSUMMARY
Created by Parul Verma, BITS Pilani Goa during a marketing management internship under Prof. Sameer Mathur, IIM Lucknow

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Twitter

  • 1.
  • 2. Global platform for public self-expression and real-time conversation through tweets. What is twitter ?What is twitter ?
  • 4.
  • 5. What is twitter used for? ● Promoting a brand or company ● Raising money for charities ● Breaking news, information ● Following favorite celebrities ● OR..... as Dorsey said – changing the world!
  • 7. Tweeting at SSWF in 2007 increased Twitter activity from 20k to 60k overnight – its big break
  • 8. US Airways flight's emergency landing on Hudson river and #Flight1549 became viral news
  • 9. After the 2012 US elections, with Obama's tweet being retweeted almost 1 million times.
  • 10. In Arab Spring, Twitter gave activists a means to share uncensored info, connect and organise street operations.
  • 11. ● Product Standardization ● Product adaption – straight extension mostly ● Product Invention ● Standardized Marketing ● Global adaption ● Global Distribution Marketing strategies used by twitter to enter the global market :
  • 12. # and @# and @
  • 13. GROWTH OF TWITTER ➔ Raised $2.1 billion in 2013 the first time it went public – second biggest Internet IPO ➔ Operates in 35 languages ➔ Global presence – 70% users live outside US ➔ In 2014 – 500 million registered users, 250 M active , 400 M tweet everyday The company's ultimate goal is to reach everyone in the world!
  • 14.
  • 15.
  • 16. Q1. Discuss Twitter's global impact since its inception.
  • 17. Q2. Who are Twitter's biggest competitors?
  • 18. 1) Real time content 2) Easy to use 3)Advertising options available 4)Fast relay of news and information 5)Connects the world globally 6)Available in multiple languages 7)Allows sharing of various media content – text, pictures, videos How does Twitter differ from other social media companies?
  • 19. ● Gaining more number of users ● Curbing trolling and abuse ● Turning dormant accounts active ● One-way communication ● Limited number of characters allowed ● Stopping its executives from leaving Q3. What marketing challenge does Twitter face as it continues to expand its brand globally ?
  • 21. Created by Parul Verma, BITS Pilani Goa during a marketing management internship under Prof. Sameer Mathur, IIM Lucknow