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Terms in this set (18)
Business goal for Twitter
is to connect to what people are talking about right now.
Connect in context because engaging with real-time Tweets can influence conversations in a way that can help build business
Listen & Learn (to the competition)
Twitter should not be used only as a way to drive links back to the website
Twitter is a conduit for Customer Care
Twitter: direct response example
@VirginAmerica wanted to extend low fares to a broader digital audience in a way that delivered a positive brand association for customers.
Twitter contest and sweepstakes best practices
Discourage the creation of multiple accounts - Penalty is all accounts will be suspended
Discourage posting the same tweet multiple times - you will annoy your audience. Set a contest rule where one entry per day is allowed.
Ask users to include an @reply to you in their update so you can see all the entries so you can be sure you are not filtering out people
Follow Twitter Ts&Cs
Twitter is earned $2.2 Billion in Revenue in 2015. What makes up their revenue?
Advertising is 87% of their total revenue
Data Licensing makes up the other 13%
Founded as a class project in April 2011 at Stanford
They currently have 100 million users sharing more than 6B photos per day
Snapchat is great for age 13-25 demographic.
Snapchat offers inexpensive access to young audiences, and done right, Snapchat can fit seamlessly into any mobile strategy
Inspiration: a friend grumbled about regretting sending a photo from his smartphone. Picaboo aimed to solve that problem with self-destructing snaps, Mission Impossible style.
To get an idea how crazy things have been, consider that Twitter, a "micro-blogging" site launched in 2006, earlier this year raised a reported $15 million in venture funding at an undisclosed valuation—even though the company hasn't made a dime so far and its managers aren't trying to. "We're prerevenue. We're focused on growth," CEO Jack Dorsey says
Twitter is currently....
They are currently losing money but not as much as they used to
Snap Chat: Revenue Model
Live Stories in which advertisers can sponsor a montage of photos and videos around a particular event, like the Super Bowl
Hosts publisher content in its Discover section and splits revenue on ads sold alongside that content with those publishing partners
Sells sponsored photo filters which seem to be popular with political candidates
Snap Chat: On the Money Trail
They received $94 million in funding
Snapchat made no money until Q4 last year - now on pace for $350 million in 2016
Over a year ago they turned down an all cash $3 billion offer from FB
They are now saying they have a $16B valuation - which is 50x earnings. For reference Facebook trades at 17x earnings
THEY ARE CRAZY!!!
Instagram vs. Snapchat
IG has twice as many daily active users as SC (300m vs. 150m)
IG has a broader reach and more time-tested tools
Nike says "Snapchat may have a higher ratio of loyal millennial users than Instagram, but Instagram has way more users overall."
Instagram's new feature doesn't spell death for Snapchat, but it certainly will slow its advertising growth at a very important time.
Yelp was founded in 2004 by a couple of guys from PayPal.
Jeremy finished his first year at Harvard Business School.
Russel holds a BS in Computer Science from the University of Illinois
Jeremy is still CEO. Russel kept his ownership stake but is travelling extensively for the past few years.
What is yelp's purpose?
Yelp connects people with great local businesses and Yelp Business Accounts allow businesses to share information with the Yelp Community. Simply put, it's word of mouth - amplified.
Over 45 million people visited Yelp in December, 2014 (down from 86 million in December 2012)
Now they are saying they have 142 million monthly users and 31 million are non-US
There are 2.1 million businesses that have claimed their pages....
but only 104k of them actually pay to advertise
How does yelp make money?
Yelp makes money by selling ads to local businesses - you'll see these clearly labeled Yelp Ads around the site
Paying advertisers can never change or re-order their reviews.
Amazon reviews (vs. yelp)
Customers can post comments on any customer review on Amazon to ask and answer questions or to share their own views about products.
You don't have to buy the product to review it.
A manufacturer, has the ability to add a highlighted comment that is always displayed immediately next to the review
Official Comments are in Beta (have been for 3 years)
Only preferred high volume Amazon sellers can provide official comments
Unlike Yelp, there is no direct response to customer comments on Amazon
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