a strategic roadmap for twitter in france
TRANSCRIPT
“Working towards creating a Twitter
that everyone in the world can get
value from immediately. A Twitter that
connects everybody to their world.”
Nov 2014
Mar. 2015 @TwFrCtryMgr 2
Barings
A clear universal mission :
Our mission: To give everyone the power to create and share
ideas and information instantly, without barriers.
A need to realise the potential :
Revenue growing fast.
Losses still significant.
Lukewarm user base growth.
Mar. 2015 @TwFrCtryMgr 3
For Twitter, France is still an under-tapped market
• Mediametrie Mar. 2015 key France numbers:
• 6.6M unique visitors on Twitter (#47 most visited online group)
• 47M internet users
• A younger crowd? (2013 study suggests)
• A small portion of Twitter’s 288M active users
Mar. 2015 @TwFrCtryMgr 5
France represents a relatively untapped opportunity for Twitter in terms of user base growth
potential and activation progression, especially in older and more affluent segments.»
France is an attractive digital advertisingmarket
Digital is now the 2nd media for total investment in front of press.
Strong growth potential to be realized when compared with more mature neighbors.
Mar. 2015 @TwFrCtryMgr 6
25%35% 30%
Part of Digital in overall media investment
France UK Germany
27%25% 24%
10% 9%5%
Media Mix in France
TV Digital Print Outdoors Mailing Radio
Source: Observatoire ePub, jan 2015
France is well positioned for mobile ads
Mobile media investment is booming:
• Fast growth: 77% in 2014 to €407M
• Social weights 41% of mobile display
• Social on mobile is growing at 175% to €60M
And there is still room to grow.
Mar. 2015 @TwFrCtryMgr 7
14%23% 22%
Part of Mobile in Digital media investment
France UK US
Source: Observatoire ePub, jan 2015
France is well positioned for video ads
Video investment is strong in France:
• Taking a larger share of the digital display pie every year
• And is over the average worldwide ratio (28% vs 18%)
Mar. 2015 @TwFrCtryMgr 8
Mobile, Video and Social are a
great combination and
constitute one of the fastest
media investment categories.
»
Source: Observatoire ePub, jan 2015
3 areas to address for success
Getting the right opinion
makers on board
Making Twitter a
relevant platform for
marketing investment
Driving new sign-ins and
engagement
Mar. 2015 @TwFrCtryMgr 11
Users
Advertisers
Leaders
Leaders
• The Right Leaders
• Risk : “Skyblog-isation”
• Opportunity : Pinpointing interests & localizing
• Opportunity : Leverage 2017 presidential elections
Mar. 2015 @TwFrCtryMgr 12
The Right Leaders
1. Worth following
2. Making Twitter relevant to users
3. In line with acquiring and engaging a broader audience
Mar. 2015 @TwFrCtryMgr 13
Risk : “Skyblog-isation”
• Too much football, rap, teenage celebs’ ?
• Risk of being too anchored / associated with a sub-culture
• E.G Skyblog (an old French blogging platform notorious for this)
Mar. 2015 @TwFrCtryMgr 15
Opportunity : pinpointing interests & localising
The signup and later discovery processes have to improve to promote more finely targeted Leaders.
Mar. 2015 @TwFrCtryMgr 16
Opportunity : pinpointing interests & localising
• Through IP geolocalization, propose the city / local institutions to follow
• Same with sports teams, performers, representatives, local press…
• Through navigation/behavior data, propose the right people within a category
(Paris, Bordeaux and Toulouse)
(just national level)
(politician of every stripe @MLP_officiel to @nk_m to @JLMelenchon)
Point of Arrival Today
Mar. 2015 @TwFrCtryMgr 17
Opportunity : pinpointing interests & localising
Twitter France needs to focus on trendsetting Leaders who attract users in categories which advertisers want to target & influence.
Mar. 2015 @TwFrCtryMgr 18
Opportunity : pinpointing interests & localising
Case in point: the Fashion industry
#24Vogue
First and only fashion account in France Top 50
Mar. 2015 @TwFrCtryMgr 19
Opportunity : pinpointing interests & localising
Case in point: the Fashion industry
176K
61K
@hmunitedkingdom @hmfrance
85K
8K
@Dorothy_Perkins @sarenza
#20 in Fashion Category
UK
Franc
e
VS
Number of followers Number of followers
(Source: SocialBaker)
Mar. 2015 @TwFrCtryMgr 20
Opportunity : pinpointing interests & localising
Case in point: the Fashion industry
Need to make this category more interesting
for fashion brands & retailers
Mar. 2015 @TwFrCtryMgr 21
»
Opportunity : Leverage 2017 presidential elections
• France has the “café culture”: we like to discuss (argue/complain) about politics very overtly at the local bistrot. Twitter can be that place online.
• Twitter needs to attract and promote the best analysts & satirists
98Kfollowers
@LesGuignols
1.7
Mfollowers
@VieDeMerde
VS
Mar. 2015 @TwFrCtryMgr 22
Users
• Need to attract and engage a more senior / affluent target
• “Their world”:
• On Facebook, it’s brought to them by their friends.
• On Twitter?
Need to pinpoint interests and personalize to onboard them very rapidly and increase stickiness (back to Leaders discovery issues)
Mar. 2015 @TwFrCtryMgr 25
Advertisers
• e-Merchants
• Local commerce
• Brands
• B2B
• Solution to push quick and easy purchase
• Leverage Mobile
• Data + Content
• Linkedin Leads Accelerator as an inspiration
Mar. 2015 @TwFrCtryMgr 26