THE INDIAN STORY

#VIDHYANAND C S#School of Management Studies#University of Hyderabad

PROLOGUE

• Social networking service that enables

users to read and send short 140

character messages called “tweets’’

• Created in march 2006 by Jack Dorsey,

Evan Williams, Biz Stone and Noah Glass

1.Entry to Indian Market

• Started its Indian journey in November

2012

• Twitter India was incorporated in February

2013

• Timid response due to lack of smart phone

and internet usage in India

• Suspicious outlook towards social media

2.STP

• Segmenting

– Behavioural

• Information seekers and Information propagators

– Psychographic

• Smart phone and feature phone users

• Targeting

– Influencers

• Celebrities, politicians and sports personalities

– Organisations that focus on customer

engagement

– Smartphone users

• Positioning

– Free open platform where people can engage

with each other and share valuable

information.

3.SWOT ANALYSIS

• Strengths

– Biggest influencers like politicians, celebrities

and sports stars started using twitter

– Association with BCCI has helped to create

traffic during matches (social polls)

– Association with TV channels to reach mass

audience (Twitter Amplify)

– Ability to plan remarkable hash tag campaigns

to attract public consciousness

(#ThankYouSachin, #Results2014, #IPL7 )

– Able to create remarkable engagement

opportunities (ISRO Mars Orbiters’

communication with Mars Curiosity)

• Weaknesses

– Initial investment to kick start a promotional

campaign is high ( At least Rs 6 Lakhs) when

compared to Facebook

– Perceived as an intellectual platform

– Lesser previews for advertisement

• Opportunities

– Acquiring firms like ZipDial through which they

can connect to feature phone users

– Interpretation of data to find out market trends

(for political parties, conglomerates etc.)

– Twitter can tie-up with other satellite TV

service providers to run tweets on TV.

– More cash rich public sector companies will

come forward to engage with people through

twitter

• Threats

– Facebook gaining popularity among users

reduces revenues

– Raise of smart phone related applications like

wechat and whatsapp eating into market

share of twitter

4.Revenue Model

• Data-licensing

– Execution ecosystem partnerships (3rd

parties)

– Data-level partnerships

• Helps brands to make sense of Twitter chatter in

real-time.

– Market-level partnerships

• Twitter solutions for different clients

• Promoted Products

– Tweets

– Trends

– Accounts sold to advertisers

– Accounts sold to individuals (verified pages)

5.EPILOGUE• Inorganic growth in the future through

acquisition of other potential organisations that can add value

• Organic growth through

– Use of technology to reach feature phone users

– Acting as a medium of communication between government institutions and common man

– Targeting intellectuals who can be the next influencers