@all studying the #twitter phenomenoncontents.kocw.net/KOCW/document/2014/dongguk/leeyoungchan/10.pdf · Twitter Study • December 09 • faberNovel / L’Atelier de BNP - Paribas

@all studying the #twitter phenomenon

December 2009

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Twitter Study • December 09 • faberNovel / L’Atelier de BNP - Paribas • 2

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California, 94105, USA.

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To comment the study, tag your messages with:

#twitterstudy

To watch the live presentation, go to:

talk.fabernovel.com

Comment this study

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What is twitter?

What do people do with twitter?

Why did twitter grow so fast?

What business model for twitter?

Who could challenge twitter?

Conclusion

Summary

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Meet the tweet.

A tweet is a text-based message up to 140 characters

automatically delivered to the author’s followers.

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You follow people

Following someone means you get their tweets

as soon as they post them.

you your friend

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And people follow you

Your followers get your tweets in real-time :

you become a media.

you

your friend

a huge fan of yours

..…….


By default, everything is public on Twitter

Unlike Facebook, you usually don’t have to know

someone to have a full access to their tweets.

Twitter is a huge base of public data.

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Twitter interface : simple and elegant

What’s happening for you?

Write your tweet here

What’s happening for

your followers?

You can read that here

you

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Twitter Study • December 09 • faberNovel / Atelier BNP - Paribas • 10

To define what twitter is, let’s see what twitter isn’t

twitter is not a:

blog The number of characters of a post is unlimited. One

tweet is limited to 140 prints.Twitter is not a blog

sms You can send both a tweet an a SMS from your

mobile phone. But the tweet is posted on the Internet, and

is public.Twitter is not a SMS

chat A chat conversation is private, a twitter

conversation is publicTwitter is not a chat

social network In a social network, your profile is private.

In twitter, everybody can follow you, you can follow

everybody, and your profile is public.Twitter is not a social network

Is Twitter a

# Micro-blogging service?

# Public SMS platform?

# Public social network?

# Public chat?

Twitter is the SMS of internet era.

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What is twitter?





Conclusion

Summary

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Reputation: twitter in France

Dear French Internet user, do you know...

Yes : 60%

Yes : 4%

Yes : 1%

Source : pour L’Atelier

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Incredible growth !

%%

%

%

%

%

%

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Usages: twitter in France


Percentage of twitter members within our «aware

internet users» ?

9%

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Who knows twitter in France?

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Who is the French twitter user ?

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Usages: the French case

What publication client/device do you use ?

30%

twitter.com

39%

PC / Mac

client

31%

Smartphone client

Source : Poll launched by L’Atelier

on twtpoll.com – november 2009

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Usages: the French case


Tweeting, yes, but for what ideal purposes ?

Having good deals & coupons

Creating and sharing a friend network

Recruiting an employee

69%

65%

40%

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Usages

Tweeting, yes, but for what real purposes ?

51%

3%14%

8%

13%

7% 2%

Source : Poll launched by L’Atelier

on twtpoll.com – november 2009

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Useless? < twitter < Useful?

French Internet users French Twitter members

73%63%


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Who tweets?

Individuals

Typical user I’m 31 years old, tech-savvy. And I do a lot of

things with my phone.But 55% of users haven’t posted any tweet on their account!

Star Ashton Kutcher (aplusk) was the first twitter account

to reach 1 M followersAnd he chats with Demi Moore...

Blogger Pete Cashmore (mashable) has 1 M followersMashable is a famous blog about social media

Politician Nathalie Kosciusko-Morizet frequently uses

twitter Minister of Forward Planning, Assessment of Public Policies and

Development of the Digital Economy in the French government,

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Who tweets?

Companies & public institutions

twitter users’ are still a minority of tech-savvy people, companies and institutions

who have prominent communication needs

Media CNN and the New York Times are among the first

20 most followed twitter accounts.But...Ashton Kutcher has more followers than CNN!

High-tech companies Google tweets to inform, Dell

tweets to sell.

Other companies The majority of Fortune 100 companies

don’t really get Twitter.50% of the twitter accounts of Fortune 100 companies have less than 500

followers

Public Insitutions The White House, l’Elysée

communicate via Twitter. L’Elysée plans to tweet during Copenhagen Climate Conference

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What does the average user do with twitter?

Compared to other community-

driven websites (facebook,

MySpace, etc.)

twitter is more business and

gossip oriented.

Follow and discuss news or

live events• 41% of URLs tweeted are news.

• A majority of users use twitter as a news aggregator.

Strategic Intelligence• Users follow mainly people who have the same kind of

business

Gossip• Asthon Kutcher, Britney Spears and Ellen DeGeneres

are the 3 most followed twitter accounts

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What do bloggers do with twitter?

twitter is a way, for bloggers, to

explore new editorial areas,

mainly “link journalism” & real

time analysis

They increase the ranking of

their blogs• Twitter has become one of the main sources of

traffic (eg : 10% of TechCrunch traffic ).

• Being on twitter increases your Google ranking.

They do “link journalism”Bloggers use twitter to analyze events in real time

Bloggers use twitter to rapidly pinpoint interesting links

They carry on a continuous

relationship with their readers•Followers get directly informed when a new post / a

new tweet is published.

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How do companies use twitter?

twitter is an efficient marketing

tool, both for companies and

customers:

good knowledge of customers

& free marketing opt-in channel

They monitor in real-time

competitors, reputation and

improve business intelligence

They sell and market their

productsNew sales channel (Dell)

New marketing channel (Pizza Hut)

To evaluate consumer

satisfaction and take into

account their feedback•Crowd sourcing innovation to users (Zakos)

•Conducting surveys on existing products (GM)

•Gathering feedback on experimental products (Dunkin

Donuts)

•Customer service (@MicrosoftHelps )

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How do public institutions use twitter?

twitter is an efficient

communication and reporting

tool for public institutions

EmergenciesEg: @SF-311 for emergencies in SF

PoliceEg: West Midlands Police (UK)

GovernmentsEg : Downing Street (UK)

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Ashton Kutcher3.9M

CNN 2.8M

Barack Obama2.7M

Dell Outlet1.4M

TechCrunch1.1M

Majorityof

accounts< 50

Who is the most followed on twitter?

twitter is much more a one-way communication channel

than a social media network

Number of

followers

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90% of the content is

produced by 15% of users

• More unidirectionnal than

peer to peer communication

• Few contributors, many

readers

Twitter usage is similar to wikipedia

90% of the content is

produced by 10% of users

• A community lead by

hyperactive users

• Few actual tweople

• The more follower you

have, the more you tweet

A typical power law distribution applies to content creation and usage

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What is twitter?





Conclusion

Summary

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What is the history of twitter?

2006launch

2007fame

2008development

2009success

twitter is publicly

launched.

twitter won the “blog

price” at SXSW

Interactive*

twitter raises $22M

and opens its API,

developers create

twitter applications.

twitter raises $35M

and has a growth of

1,300% in a year**

* South by Southwest Interactive is one of the best festival in the world for creative technologies

** Feb 08- Feb 09

twitter’s growth is amazing:

in 2009, twitter is the fastest community driven growing-site.

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• The number of US mobile Internet users grew by 170% in two years*

• The rise of mobile Internet users was a tremendous accelerator for twitter

• The 140-char format is adapted to mobile situations

• People were already used to SMS

• People can also tweet and be followed by using SMS.

twitter benefited from the rise of mobile Internet

* Feb 07- Feb 09 (Nielsen)

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Celebrities

Most-followed accounts “ever” :

Media

• Media coverage on Twitter before

other major medias

• Ideal tool to cover live event in

real time

• difficult to censor

Thanks to an early adoption by celebrities and media,

twitter reached a big audience rapidly

“twitter star system” and verified accounts have spurred its adoption by a non-geeky audience

twitter became THE real time news channel

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As a generic platform, twitter’s growth has been

user-driven

developers

users

New uses: #, @, RT, etc.

New applications

New functions : RT, lists, etc.

API (opened in 2008)

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Twitter Study • December 09 • faberNovel / L’Atelier de BNP - Paribas • 34Picture by Thenextweb.Com

A strong community of developers

It is very difficult to compete with twitter, because a new-comer has to create

a more powerful network than twitter’s one.

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What are the prospects for twitter?

Whereas twitter grows very fast,

its business model remains unpredictable…

By the end of 2009

25 million users

Q3 2009 : $400 000

Q4 2009 : $4 000 000

By the end of 2013

1 billion users

$1.54 billion in revenue,

$111 million in net earnings

How?

Source: TechCrunch, July 09

Documents

@all studying the #twitter phenomenoncontents.kocw.net/KOCW/document/2014/dongguk/leeyoungchan/10.pdf · Twitter Study • December 09 • faberNovel / L’Atelier de BNP - Paribas