#relatableMONET IZAT ION & GROWTH PROPOSAL OF ETHN IC

TWITTER

K A S A Y E W I L S O N & S I E R A O L I V E R

Objectivesi.

AGENDA

What's Happening Now?ii.Market TrendsTarget Audience

SWOT AnalysisStrengths WeaknessesOpportunities Threats

iii.

Market Researchiv.

Conclusionsv.

Primary ResearchSecondary Research

#Relatable CampaignIntegrated Ads & In-house CreativesLayoutConclusion

vi.

Our Contribution to Twittervii.

How can Twittermonetize and

increase marketshare?

How canTwitter drive

plateaued usergrowth?

Our business strategy

OBJECTIVES

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WHAT'S HAPPENINGNOW?

Twitter blends socialnetworking with the abilityto convey ideas commonlyknown as "Tweets" 310M monthly active usersOver 1.3 billion accounts ~$2 billion revenueAccessible on multipleconsumer platformsKey communication mediumas major events unfold in real-time around the worldThe ability for user toparticipate in world events ina profound differentiator fromother social networks

44 Astonishing Twitter Stats and Facts for 2016. (2016, November 16). RetrievedJanuary 18, 2017, from https://www.brandwatch.com/blog/44-twitter-stats-2016/ 2

The second most usedplatform of Twitterusers is Instagram

WHAT'S HAPPENING NOWMARKET TRENDS

Competitors

Twitter's marketgrowth is static

2Static Growth

Facebook hasthe largest market

share

3Competitors

1

3

PRIMARY TARGETMARKET: TRENDY TRICIA

SECONDARY TARGETMARKET: JOSH ATWATER

4. GET YOUR BUSINESSFOUND USING SEO 

Build your marketing strategyaround your customers.

College educated urban 18-29 woman with an incomeranging from $50K-75,000+

Suburban male currently incollege with an income lessthan $30K/year

Search engines can connect youto new and relevant audiences.

Target Audience

317 million active users in201695 million between theages of 18 and 29

Users living in urban areasare more likely than theirsuburban/ruralcounterparts to use TwitterTwitter has an innate advantage with thisdiserable targetdemographic

Pew Research Center, 2016

24% of U.S. onlineadults engage

with Twiter

4

SWOTANALYSIS

Strengths Weakness OpportunitiesReal timenature/engagmentGlobal reach of retweetsSource of humorHighly preferred forbusinesses, celebs, andworld leadersIntegration with otherplatformsPositive correlation withmovie attendance andmovie trailers on Twitter

No solid revenue modelCluttered interfaceUsers not engagingLack of awareness ofmoments featureHard to moderate hatespeech

Disconnect withgrowing consumermarket segments

Optimize B2CTargeted ads Refine layout to improveuser experienceStrategic partnershipsBrand engagement In-house creativesExpand userengagement withbrandsSubsegments engageheavily with brand

Threats

Competitors adaptingfeatures similar toTwitterAlternative platformscontrolling millennialsegmentUser growth isplateauing

5

MARKET RESEARCH

Sales Partnerships Design

Marketing Growth Communications

6

40%

In-depth interviews were conducted ona sample size of 23 University of Georgia

students. These are the results:

OF PART IC IPANTS ARE NOTAVID TWITTER USERS

OF WHITE PART IC IPANTS ARENOT AVID TWITTER USERS

OF BLACK PART IC IPANTSARE AVID TWITTER USERS

OF THE PART IC IPANTS ARENOT FAMIL IAR WITH THEMOMENTS FEATURE

92%

100%

88%

PRIMARYRESEARCH

7

QUOTES FROM INTERVIEWSsome of theinterviewees

"People are hilarious, stories go from serious to jokes. There arepeople like me and others that are different. You just see

everything."

- Caucasian Female, 20 years old

"They should get rid of some of those ads. The ads don't caterto you."

- Caucasian Male, 21 years old

"It is hard to filter out what you can and can't see. I think a conof twitter is that I can't really control what is seen on my

timeline, which gets on my nerves sometimes."- African American Male, 21 years old

8

80% of Twitter users have mentioneda brand in a TweetThe average Twitter user follows 5businesses54% reported that they had takenaction after seeing a brandmentioned in a Tweet

44 Astonishing Twitter Stats and Facts for 2016. (2016, November 16). Retrieved January18, 2017, from https://www.brandwatch.com/blog/44-twitter-stats-2016/

SECONDARYRESEARCH

9

The “Moments” feature seems to target a specific demographic, yetis neglected by this group.

Disconnect between millennial interest and what Twitter actuallyfeatures on “Moments.”Layout needs to drive consumer engagement.Ads currently disrupt user experience

Reevaluate Marketing Strategies for Target DemographicDevelop community space to incorporate news that is targetsegment specific.

100% of the African American participants interviewedindicated avid use of Twitter. While only 12% of the Caucasian participants, were similarly engaged.

User Disconnect with the Layout

CONCLUSIONSTargeting millennial demographic affinity groups, such as Black Twitter, leverages

existing strengths and will help drive growth among a larger audience.

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#relatablecampaign

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RELATABLE = RETWEETS

vs

Ad with a pop culturereference

Original ad

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ADS DON'T WORK

unless relatable

Targeted and authentic ads increase brandawareness and the opportunity for viral

effect, while also expanding userengagement and strengthening consumer

affinity

Implement native ads during a viral topic orhashtag within ethnic Twitter Focus on large brands that are trying to reachniche demographic segmentsTargeted ads create a native experienceby identifying your audience's interest 6-month trial period/commitment CPM and CPC $15-$30 and $0.50-$1.50

Integrated/Native Ads with brands

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ADS DON'T WORK

unless relatable

The ethnic, millennial demographic onTwitter values authenticity and avoidsadvertisingUse in-house creatives that are highreach influencers and part of the ethniccommunityThey will create ads that providecredibility to the target market andbrand

No need for advertising agency, sototal advertising ROI is higherOffers strategic CRM

In-house Creative Consulting Team

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BLACK TWITTER IS A THING

capitalize on it

"Harnessing the power of today’s tech, Black millennials are the digital voice of America’s youth interms of social activism, popular culture and access.” -Nielsen 2016

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ETHNIC TWITTER

ARTHUR MEMES

ENTERTAINMENT

POPULAR THREADS

MOVIES TO SEE

CELEBRITIES

#theInauguration

STUDENT LIFE

Based on your Retweets Suggested Top Tweets

Last used filters: CURRENT EVENTS

LOCAL TWITTER

#DontGoObama

Salt Bae

#UGA

NFL

Delta crashing: air

crew stuff accused of

allegedly

discriminating an Arab

man. Twitter mayhem

ensued.

#blackgirlmagic in full

effect and soaring

through theatres

replacing Star Wars for

top selling movie.

What's your

#blackgirlmagicmoment?

 

Promoted Tweet

MOMENT LAYOUT CHANGES The filters and hashtags on the left side of the page, will be suggested based on the users'retweets.

as seen above

These filters will be interchangeable, allowing the user to create their ownMoments feed experience

Filters in the top bar will generate relatable media and videos asseen in the middle column

The right column is a timeline based on the chosenfilters, which will feature top tweets and authentic,

relatable ads

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#relatablecampaign

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Integrated ads Updated user interface

In-house creativeconsulting

WHY SHOULD WE BE ON TWITTER 'S TEAM?

As senior advertising and marketing majors, we want todemonstrate our passion for seeking insights and developingcompelling market solutions Two enthusiastic, self-starting innovators that are eager toexpand the growth of Twitter multiculturally Utliize these digital advertising strengths as successfulentrepreneurs on our own websitesReflect our leadership, analytical problem solving andcollaborative skills during the planning periodDisplay our interest in brand storytelling to drive awarenessand revenue to immediately add value at Twitter

ARE YOU READY TO BE RELATABLE?

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S i e r a O l i v e rMa r k e t i n g ma j o r & F r e n ch mino r

6 7 8 . 4 6 4 . 7 2 2 2

s i e r a o@uga . educ an v a . c om / s c a t t e r e dmed i a

K a s a y e Wi l s o nAd v e r t i s i n g ma j o r

7 70 . 3 2 9 .668 3

k a s a y e@uga . eduwea r eb i s o u . c om

CONTACT

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