On why users should come to Twitter
Jaitly: We believe Twitter is designed for every Indian and we are investing in growth here. Twitter is the world's Town Square — we want to reach every person on the platform. There are three reasons why people use Twitter: to discover content, to connect with others and to express themselves publicly. Around 60% people tweet and 40% listen in (are followers).
Parry: We want to get to a billion users worldwide. India is at top of the list where we are driving growth. In terms of user base, India is among top 10 globally for us.
On making Twitter a compelling marketing tool
Jaitly: Twitter is a live stream of information at scale — there are one billion tweets every two days. Twitter is public — 95% of the world's public conversations happen on Twitter. Twitter is conversational — you can talk to brand, politician or anybody.
Parry: Companies can do targeted, realtime marketing on Twitter. For example tweets about cars have grown by 200% year-on-year. Fitness tweets are also big on Twitter. If, say, you are a carmaker or a sports equipment brand and want to get into a conversation, we could target your message towards conversations about cars, fitness, mobile phones etc. We go deeper into conversations to improve return on investment.
On working with companies
Jaitly: We are working with business partners to drive growth. Partners see Twitter as a mobile microphone. A user can tweet Sachin Tendulkar and get an autographed picture from him. Media organizations use Twitter to complement their core businesses. We are working in the mobile space. For example we work with Reliance and Vodafone to give the Twitter experience for free. In India we have launched 'dial to follow' — make a missed call to get tweets. India is a feature-phone market and Twitter is perfect for that.
On Twitter's business strategy
Parry: There are three pillars: First, we are laser-focused on helping brands realize value and power of real-time marketing. Twitter being live, public and conversation-based enables real-time engagements. Second, we encourage brands to be social — to understand moments and conversations on Twitter that are relevant for brands, that they can participate in.
We help brands develop muscle memory for these moments. Brands can figure out moments relevant to them and be part of those tweets. Third, we believe great native advertising (i.e. relevant ads along with the tweets) is in harmony with user experience. It's a win-win for both advertisers and users. Like if you are planning to buy a car and tweet about it, a car-maker can reach out to you.
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