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“Twitterface”,[object Object],A viral marketing concept,[object Object],Ara Pehlivanian  | ara.pehlivanian@nurun.com | twitter.com/ara_p | February 2009 | ,[object Object]
What is Twitter?,[object Object]
A lot of people aretalking about Twitter,[object Object]
“Twitter Won’t Charge For Corporate Accounts” – PC World,[object Object]
“Top Twitter Celebrities” – CBC.ca,[object Object]
“Congressman's twittering raises security concerns ” – AP,[object Object]
“Vancouver Participates in the World's Largest Charity Fundraiser ...” – MSNBC,[object Object]
“Twitter? It’s What You Make It” – New York Times,[object Object]
“Twitter's popularity trebles in wake of celebrity endorsements” – Telegraph.co.uk,[object Object]
“Congress's New Love Affair with Twitter, for Better or Worse” – TIME,[object Object]
“Who will be masters of the ever-expanding ‘Twitterverse’?” – CNN,[object Object]
A lot of people are talking on Twitter,[object Object]
Over 1 million users,[object Object],-- TechCrunch, April 29, 2008 1,[object Object]
3 million messages per day,[object Object],-- TechCrunch, April 29, 2008 1,[object Object]
4 million connections between users,[object Object],-- TechCrunch, April 29, 2008 1,[object Object]
200,000 active users per week,[object Object],-- TechCrunch, April 29, 2008 1,[object Object]
57% of users are from California,[object Object],-- Time.com, August 20, 2008 2,[object Object]
63% of them are male,[object Object],-- Time.com, August 20, 2008 2,[object Object]
In 2007, most were 18-24 year olds,[object Object],-- Time.com, August 20, 2008 2,[object Object]
Today 25.9%are 34 to 44 year olds,[object Object],-- Time.com, August 20, 2008 2,[object Object]
There are two particular kinds ofuser:,[object Object]
“The first group, (14.7% of Twitter visitors), comprises a ‘collection of young and ethnically diverse singles living in big-city metros like Los Angeles, Philadelphia and Miami.’ They tend to work in the arts and entertainment industry, drive small cars and espouse very liberal political views.” -- Time.com, August 20, 2008 2,[object Object]
“The second largest type of Twitterer (12.3% of the site’s visitors) are the 40-somethings. They’re likely to drive a hybrid car such as the Toyota Prius, earn household incomes over $250,000 per year and also identify with very liberal politics.” -- Time.com, August 20, 2008 2,[object Object]
“Both groups appear to be all-around Web 2.0 fans, favoring sites like Digg, Yelp and Google Docs.”-- Time.com, August 20, 2008 2,[object Object]
“OK, but it’s still no MySpace or Facebook!”,[object Object]
Worldwide interest on the rise,[object Object],Worldwide searches for the keyword “twitter” on Google since 2007 3,[object Object]
Worldwide interest on the rise,[object Object],Worldwide searches for the keyword “twitter” on Google for the last 12 months  4,[object Object]
Canadian interest on the rise,[object Object],Canadian searches for the keyword “twitter” on Google for the last 12 months  5,[object Object]
French interest exploding!,[object Object],French searches for the keyword “twitter” on Google for the last 12 months 6,[object Object]
Pew interviewed 2,253 adults between November and December of 2008 and found that 11 percent of adults in the US who use the Internet claim to have used Twitter or a similar microblogging service.– ArsTechnica, February 12, 2009 7,[object Object]
The trend seems to be picking up at a quicker pace, too; the firm notes that, just a few weeks earlier, only nine percent of Internet users said they did so, and in May, only six percent.– ArsTechnica, February 12, 2009 7,[object Object]
“OK, but aren’t these just geeks?”,[object Object]
“Geeks are by far more influential than any other online contingency, except the big media. Geeks pass the puck from Twitter to blogs back to Twitter. Eventually it hits Techmeme, Saul Hansell at the Times takes notice and then the whole world knows.” – Steve Reubel, April 29, 20088,[object Object]
You might recognize some of these,[object Object],influential geeks Twitter users:,[object Object]
Fred Durst,[object Object]
Demi Moore,[object Object]
Maria Shriver,[object Object]
William Shatner,[object Object]
Tina Fey,[object Object]
Luke Wilson,[object Object]
Wil Wheaton,[object Object]
Penn Jillette,[object Object]
LeVar Burton,[object Object]
John Hodgman,[object Object]
John Cleese,[object Object]
Jean-François Lavigne,[object Object]
JJ Abrams,[object Object]
Jimmy Kimmel,[object Object]
MC Hammer,[object Object]
Felicia Day,[object Object]
Brent Spiner,[object Object]
Barack Obama,[object Object]
Eli Manning,[object Object]
Michael Phelps,[object Object]
Dave Matthews,[object Object]
Al Gore,[object Object]
Rachel Bilson,[object Object]
Vanessa Hudgens,[object Object]
Mischa Barton,[object Object]
Shaquille O'Neal,[object Object]
Jimmy Fallon,[object Object]
Lance Armstrong,[object Object]
Stephen Colbert,[object Object]
Snoop Dogg,[object Object]
Rainn Wilson,[object Object]
Ashton Kutcher,[object Object]
John Mayer,[object Object]
Britney Spears,[object Object]
Granted, that’s Hollywood, but trendsetters from other social networks are also on Twitter,[object Object]
Stephen Fry,[object Object],165,025 followers9,[object Object]
Kevin Rose,[object Object],105,494 followers9,[object Object]
Leo Laporte,[object Object],85,484 followers9,[object Object]
Jonathan Ross,[object Object],81,409 followers9,[object Object]
Veronica Belmont,[object Object],65,343 followers9,[object Object]
Michael Arrington,[object Object],64,283 followers9,[object Object]
Guy Kawasaki,[object Object],61,831 followers9,[object Object]
“…open networks, with many weak ties and social connections, are more likely to introduce new ideas and opportunities to their members than closed networks with many redundant ties.”-- Wikipedia10,[object Object]
Twitter is a classic example of this kind of open network “with many weak ties and social connections”,[object Object]
So what is Twitter?,[object Object]
[object Object],[object Object],[object Object]
SMS,[object Object]
Web Browsers,[object Object]
Mobile Web Browsers,[object Object]
Chat Clients,[object Object]
Desktop Clients,[object Object]
Mobile Clients,[object Object]
Your Toaster,[object Object]
[object Object],[object Object],[object Object],[object Object]
87 votes11,[object Object]
63 votes11,[object Object]
47 votes11,[object Object]
22 votes11,[object Object]
21 votes11,[object Object]
17 votes11,[object Object]
11 votes11,[object Object]
11 votes11,[object Object]
4 votes11,[object Object]
3 votes11,[object Object],[object Object]
[object Object],@ara_p Let me know when you’re in town and we’ll grab a burger! ,[object Object]
[object Object],@ara_p Let me know when you’re in town and we’ll grab a burger! ,[object Object]
Here is a real-world example:,[object Object]
snookca makes an announcement,[object Object]
snookca makes an announcement,[object Object]
cdharrison replies to snookca,[object Object]
I can see this because I follow both snookca and cdharrison,[object Object]
…and I’ve just found out about a new Twitter app,[object Object]
Broadcasting messages and responses creates a huge opportunity for viral marketing,[object Object]
So, how do we leverage allthis viralgoodness?,[object Object]
Well, if broadcasting on Twitter is the viral opportunity…,[object Object]
…and our goal is to promote an offering virally…,[object Object]
…then why not marry the two in a way that’s mutually beneficial for both the Twitterer and the offerer?,[object Object]
Instant buy-in!,[object Object]
We could turn their favourite social networking application…,[object Object]
Twitter,[object Object]
…into an interface to their favourite online service providers!,[object Object]
Online Service Provider,[object Object],Twitter,[object Object]
This way, every time they interact with a service provider, they’re promoting for us on a potentially viral scale!,[object Object]
Here are a few possible applications:,[object Object]
[object Object],@dvr record “Friends” 8pm tonight,[object Object],Online DVR Service,[object Object],Twitter,[object Object]
[object Object],Online DVR Service,[object Object],Twitter,[object Object],Confirmed!,[object Object],(User’s choice: Email, Direct Message or Public Reply),[object Object]
[object Object],@vidrentals add “Casino Royal”,[object Object],Online Video Rentals,[object Object],Twitter,[object Object]
[object Object],Twitter,[object Object],Online Video Rentals,[object Object],Confirmed!,[object Object],(User’s choice: Email, Direct Message or Public Reply),[object Object]
[object Object],@gastracker bought $30 at 90.1,[object Object],Online Gas,[object Object],Calculator,[object Object],Twitter,[object Object]
[object Object],Twitter,[object Object],Online Gas,[object Object],Calculator,[object Object],Confirmed!,[object Object],(User’s choice: Email, Direct Message or Public Reply),[object Object]
Everyone wins with this system,[object Object]
It’s useful for the user(one interface to bind them!),[object Object]
It’s useful for their followers(free info/insight about friends, news, etc…),[object Object]
It’s useful for the provider(free publicity, lower barrier to entry),[object Object]
How to make it work?,[object Object]
Accessing your 20 most recent replies with the Twitter API is as easy as making a REST call to:,[object Object],http://twitter.com/statuses/replies.[xml|json|rss|atom],[object Object]
Therefore, all an online service provider needs to do is poll Twitter for replies to its own account and simply parse the results!,[object Object]
Last 20 replies please for @dvr please,[object Object],Online DVR Service,[object Object],Twitter,[object Object]
jdoe @dvr record “Friends” 8pm tonight,[object Object],jsmith @dvr record “Star Trek” 9:30, Feb 22, 2009,[object Object],louie @dvr make cash fast! http://makecashfast.com,[object Object],jim @dvr record “Star Academie” 9pm Tuesday,[object Object],…,[object Object],Online DVR Service,[object Object],Twitter,[object Object]
jdoe @dvr record “Friends” 8pm tonight,[object Object],Account: jdoe = 489364,[object Object],Instruction: record,[object Object],Show: “Friends” = 9948713,[object Object],Time: 2009-02-11T20:00:00,[object Object],jsmith @dvr record “Star Trek” 9:30, Feb 22, 2009,[object Object],Account: jsmith = 385321,[object Object],Instruction: record,[object Object],Show: “Star Trek” = 1247924,[object Object],Time: 2009-02-22T21:30:00,[object Object],louie @dvr make cash fast! http://makecashfast.com,[object Object],IGNORED,[object Object],jim @dvr record “Star Academie” 9pm Tuesday,[object Object],Account: jim = 1894983,[object Object],Instruction: record,[object Object],Show: “Star Academie” = 7897824,[object Object],Time: 2009-02-17T21:00:00,[object Object],…,[object Object],Parsing…,[object Object],Online DVR Service,[object Object]
Account: jdoe = 489364,[object Object],Instruction: record,[object Object],Show: “Friends” = 9948713,[object Object],Time: 2009-02-11T20:00:00,[object Object],Account: jsmith = 385321,[object Object],Instruction: record,[object Object],Show: “Star Trek” = 1247924,[object Object],Time: 2009-02-22T21:30:00,[object Object],Account: jim = 1894983,[object Object],Instruction: record,[object Object],Show: “Star Academie” = 7897824,[object Object],Time: 2009-02-17T21:00:00,[object Object],…,[object Object],Parsing…,[object Object],Online DVR Service,[object Object],Database,[object Object]
Notifying…,[object Object],dvr @jdoe recording “Friends” 8pm tonight, CONFIRMED!,[object Object],Online DVR Service,[object Object]
Notifying…,[object Object],Dear John Smith,,[object Object],This email is to confirm that DVR Service will record “Star Trek” for you on the 22nd of Frebruary, 2009 at 9:30 PM.,[object Object],Sincerely,,[object Object],Your Online DVR Service,[object Object],Online DVR Service,[object Object]
Notifying…,[object Object],dvr recording “Star Academie” 9pm Tuesday, CONFIRMED!,[object Object],Online DVR Service,[object Object]
More possibilities,[object Object]
Retweeting,[object Object]
ara_p @dvr record “Oscars” 8pm tonight,[object Object]
ara_p @dvr record “Oscars” 8pm tonight,[object Object],Oh cool! The Oscars!,[object Object]
ara_p @dvr record “Oscars” 8pm tonight,[object Object],codepo8 RT ara_p @dvr record “Oscars” 8pm tonight,[object Object]
ara_p @dvr record “Oscars” 8pm tonight,[object Object],codepo8 RT ara_p @dvr record “Oscars” 8pm tonight,[object Object],Oh cool! The Oscars!,[object Object]
ara_p @dvr record “Oscars” 8pm tonight,[object Object],codepo8 RT ara_p @dvr record “Oscars” 8pm tonight,[object Object],jflavigneRT codepo8 RT ara_p @dvr record “Oscars” 8pm tonight,[object Object]
Retweeting is the big thing,[object Object], on Twitter right now,[object Object]
Retweet Radar ,[object Object],tracks and ranks retweets12,[object Object]
Twitterface: A viral marketing concept
“Tweet this”,[object Object]
Make your content easy to post to Twitter,[object Object]
Tweet this!,[object Object],ara_p My IQ is 150, what’s yours? (via http://www.iqtest.com),[object Object],IQ Test Website,[object Object],Test Result,[object Object]
Tweet this!,[object Object],ara_p My pong score is 18,096, think you can beat it? (via http://www.pong-game.com),[object Object],Gaming Website,[object Object],High Score,[object Object]
Tweet this!,[object Object],ara_p Just got a coupon for free shampoo at http://www.sham.com,[object Object],Promotion Website,[object Object]
A sample of what people are doing with Twitter today:,[object Object]
Piping Feeds (RSS) into Twitter,[object Object]
Remember The Milk, an online to-do list allows you to add items via Twitter direct message13,[object Object]
Twestival.fm, raises money for charity by letting you download free music and encouraging donations14,[object Object]
“Hardware hackers have set up household appliances to send status alerts over Twitter”15,[object Object]
TwitPic lets you post pictures directly to Twitter16,[object Object]
TwitBot,[object Object],“An easy way to create twitter bots and channels. Coming soon, and it's goingto be Open Source.”,[object Object],-- twitbot.com,[object Object]
Thank You!,[object Object],Work: ara.pehlivanian@nurun.com,[object Object],Twitter: http://www.twitter.com/ara_p,[object Object],Personal: ara.pehlivanian@gmail.com,[object Object]
References,[object Object],“End Of Speculation: The Real Twitter Usage Numbers”, TechCrunch,  Michael Arrington, April 29, 2008http://www.techcrunch.com/2008/04/29/end-of-speculation-the-real-twitter-usage-numbers/,[object Object],“Even Gen X is a Twitter”, Time.com, Bill Tancer, August 20, 2008http://www.time.com/time/business/article/0,8599,1834131,00.html?cnn=yes,[object Object],“twitter” on Google Trends (All regions, all years)http://www.google.com/trends?q=twitter,[object Object],“twitter” on Google Trends (All regions, last 12 months)http://www.google.com/trends?q=twitter&ctab=0&geo=all&date=ytd&sort=0,[object Object],“twitter” on Google Trends (Canada, last 12 months) http://www.google.com/trends?q=twitter&ctab=0&geo=CA&date=ytd&sort=0,[object Object],“twitter” on Google Trends (France, last 12 months)http://www.google.com/trends?q=twitter&ctab=0&geo=FR&geor=all&date=ytd&sort=0,[object Object],“Study: Twitter users are mobile, urban, and engaged online”, ArsTechnica, Jacqui Cheng, February 12, 2009http://arstechnica.com/web/news/2009/02/study-twitter-users-are-mobile-urban-and-engaged-online.ars,[object Object],“Even if Twitter is Just a Geek Haven, It's Still Very Influential”, Micro Persuasion,  Steve Rubel, April 29, 2008http://www.micropersuasion.com/2008/04/even-if-twitter.html,[object Object],Twitterholic.comhttp://twitterholic.com/,[object Object],Wikipedia, “Social Network”http://en.wikipedia.org/wiki/Social_network,[object Object],“Top 10 Uses of Twitter”http://www.toprankblog.com/2008/05/top-10-twitter-uses/,[object Object],Retweet Radarhttp://www.retweetradar.com/,[object Object],“Remember the Milk with Twitter”, Lifehacker, Gina Trapani, July 10, 2007 http://lifehacker.com/software/to-do-managers/remember-the-milk-with-twitter-276583.php,[object Object],“Twestival.fm: Live Aid for Twitter”, ReadWriteWeb, Richard MacManus, February 10, 2009http://www.readwriteweb.com/archives/twestivalfm_live_aid_for_twitter.php,[object Object],“Twitter Fast Growing Beyond Its Messaging Roots”, Wired, Michael Calore, February 10, 2009http://blog.wired.com/business/2009/02/twitters-hackab.html,[object Object],Twitpic.comhttp://twitpic.com/,[object Object],Image Credit,[object Object],Twitter Icons, Smashing Magazine, MirjamiManninen, January 23, 2009http://www.smashingmagazine.com/2009/01/23/friday-freebies-flavours-icon-set-and-cute-tweeters-icon-set/,[object Object],Feed Icons, Smashing Magazine, MirjamiManninen, October 28, 2008http://www.smashingmagazine.com/2008/10/28/feed-me-animals-a-free-rss-feed-icon-set/,[object Object],Marvin the Paranoid Android,[object Object],http://blog.uncovering.org/en/archives/2007/06/marvin_the_paranoid_android.html,[object Object]
Twitterface: A viral marketing concept
Twitterface: A viral marketing concept
Twitterface: A viral marketing concept
Twitterface: A viral marketing concept
Twitterface: A viral marketing concept
Twitterface: A viral marketing concept

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