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Marketing Management - Case study of Twitter

This presentation was made during an internship under Prof. Sameer Mathur, IIM.

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Marketing Management - Case study of Twitter

  1. 1. “One could change the world in 140 Characters” JACK DORSEY
  2. 2. HISTORY Brainchild of Jack Dorsey, Evan Williams, Biz Snow, and Noah Glass. Code name for concept was “twttr” which eventually became Twitter. Dorsey sent the first Twitter message on March 21,2006.
  3. 3. MISSION To give everyone the power to create and share ideas and information instantly, without barriers.
  4. 4. Today people use twitter to:  Promote a brand or company  Raising money for charities  Breaking news  Following favorite celebrities AND TO CHANGE THE WORLD
  5. 5. GLOBAL MARKETS OF TWITTER
  6. 6.  313 Million active users.  35+ offices around the world.  79 percent accounts outside the US.  40+ languages supported. These facts show that twitter has had a vast global impact
  7. 7. IMPACT OF TWITTER ON SOCIETY
  8. 8. Twitter had an enormous impact on campaigns and communications with voters during the 2012 U.S Presidential Elections.
  9. 9. Barack Obama’s tweet “Four more years” became the most popular tweet of 2012 and was retweeted 1 million times.
  10. 10. In Arab spring, Twitter gave activists a means to share accurate and uncensored information and organize street protests.
  11. 11. Twitter uses the following marketing strategies to enter Global market: Product Standardization Product Adaption Product Invention Global Adaption Global Distribution.
  12. 12. Discuss Twitter’s global impact since inception. Thoroughly penetrated popular cultures Enable its users to communicate more freely People feel a sense of direct connection with their favorite celebrities Twitter is used extensively to bring awareness about issues such as politics, natural disaster response and protests.
  13. 13. Who are Twitter’s biggest competitors? • Twitter’s biggest competitors include: 1.Facebook 2.Instagram 3.Tumblr 4.Whatsapp 5.LinkedIn
  14. 14. How does Twitter differs from other social media? • Easy to use • Advertisements options to sellers • Connecting with famous celebrities • Real time content • Faster
  15. 15. • One way communication • Holding on its users • Focus on money or users • Real time search competition.
  16. 16. Future ahead • Mobile Advertising • Social TV Analytics • Organizational learning and development • More focus of advertising.
  17. 17. Summary About the company Expansion to global markets
  18. 18. Created by Harshit Kataria, IIIT Bhubaneshwar during a marketing internship under the guidance of Prof. Sameer Mathur, IIM Lucknow.

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