A strategic roadmap for Twitter in France

A strategic roadmap for Twitter in France

@TwFrCtryMgr - March 2015

“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.


What can the French market contribute to

Twitter?


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


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.


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.


14%23% 22%

Part of Mobile in Digital media investment

France UK US


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%)


Mobile, Video and Social are a

great combination and

constitute one of the fastest

media investment categories.

»


With Vine & Periscope Apps, Twitter France is in the right

spot


A vision for success in France


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


Users

Advertisers

Leaders

Leaders

• The Right Leaders

• Risk : “Skyblog-isation”

• Opportunity : Pinpointing interests & localizing

• Opportunity : Leverage 2017 presidential elections


The Right Leaders

1. Worth following

2. Making Twitter relevant to users

3. In line with acquiring and engaging a broader audience


Risk : “Skyblog-isation”

Source: SocialBaker


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)


Opportunity : pinpointing interests & localising

The signup and later discovery processes have to improve to promote more finely targeted Leaders.



• 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



Twitter France needs to focus on trendsetting Leaders who attract users in categories which advertisers want to target & influence.



Case in point: the Fashion industry

#24Vogue

First and only fashion account in France Top 50




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)




Need to make this category more interesting

for fashion brands & retailers


»

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


End of Part #1

And I’m still @TwFrCtryMgr :]


Sneak peak of Part #2


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)


Advertisers

• e-Merchants

• Local commerce

• Brands

• B2B

• Solution to push quick and easy purchase

• Leverage Mobile

• Data + Content

• Linkedin Leads Accelerator as an inspiration


Credits

• Photo : Reuters

• Palette This and That by http://www.colourlovers.com/lover/mahumina/


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A strategic roadmap for Twitter in France