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@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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Twitter Study • December 09 • faberNovel / L’Atelier de BNP - Paribas • 3
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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Twitter Study • December 09 • faberNovel / L’Atelier de BNP - Paribas • 4
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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Twitter Study • December 09 • faberNovel / L’Atelier de BNP - Paribas • 5
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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Twitter Study • December 09 • faberNovel / L’Atelier de BNP - Paribas • 6
You follow people
Following someone means you get their tweets
as soon as they post them.
you your friend
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Twitter Study • December 09 • faberNovel / L’Atelier de BNP - Paribas • 7
And people follow you
Your followers get your tweets in real-time :
you become a media.
you
your friend
a huge fan of yours
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Twitter Study • December 09 • faberNovel / L’Atelier de BNP - Paribas • 8
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 Study • December 09 • faberNovel / L’Atelier de BNP - Paribas • 9
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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Twitter Study • December 09 • faberNovel / L’Atelier de BNP - Paribas • 11
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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Twitter Study • December 09 • faberNovel / L’Atelier de BNP - Paribas • 12
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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Twitter Study • December 09 • faberNovel / L’Atelier de BNP - Paribas • 13
Reputation: twitter in France
Source : pour L’Atelier
Incredible growth !
%%
%
%
%
%
%
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Twitter Study • December 09 • faberNovel / L’Atelier de BNP - Paribas • 14
Usages: twitter in France
Source : pour L’Atelier
Percentage of twitter members within our «aware
internet users» ?
9%
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Twitter Study • December 09 • faberNovel / L’Atelier de BNP - Paribas • 15
Reputation: twitter in France
Source : pour L’Atelier
Who knows twitter in France?
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Twitter Study • December 09 • faberNovel / L’Atelier de BNP - Paribas • 16
Usages: twitter in France
Source : pour L’Atelier
Who is the French twitter user ?
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Twitter Study • December 09 • faberNovel / L’Atelier de BNP - Paribas • 17
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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Twitter Study • December 09 • faberNovel / L’Atelier de BNP - Paribas • 18
Usages: the French case
Source : pour L’Atelier
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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Twitter Study • December 09 • faberNovel / L’Atelier de BNP - Paribas • 19
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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Twitter Study • December 09 • faberNovel / L’Atelier de BNP - Paribas • 20
Usages: twitter in France
Useless? < twitter < Useful?
French Internet users French Twitter members
73%63%
Source : pour L’Atelier
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Twitter Study • December 09 • faberNovel / Atelier BNP - Paribas • 21
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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Twitter Study • December 09 • faberNovel / Atelier BNP - Paribas • 22
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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Twitter Study • December 09 • faberNovel / L’Atelier de BNP - Paribas • 23
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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Twitter Study • December 09 • faberNovel / L’Atelier de BNP - Paribas • 24
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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Twitter Study • December 09 • faberNovel / L’Atelier de BNP - Paribas • 25
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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Twitter Study • December 09 • faberNovel / L’Atelier de BNP - Paribas • 26
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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Twitter Study • December 09 • faberNovel / L’Atelier de BNP - Paribas • 27
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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Twitter Study • December 09 • faberNovel / L’Atelier de BNP - Paribas • 28
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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Twitter Study • December 09 • faberNovel / L’Atelier de BNP - Paribas • 29
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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Twitter Study • December 09 • faberNovel / L’Atelier de BNP - Paribas • 30
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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Twitter Study • December 09 • faberNovel / L’Atelier de BNP - Paribas • 31
• 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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Twitter Study • December 09 • faberNovel / L’Atelier de BNP - Paribas • 32
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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Twitter Study • December 09 • faberNovel / L’Atelier de BNP - Paribas • 33
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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Twitter Study • December 09 • faberNovel / L’Atelier de BNP - Paribas • 35
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