Twitter has not yet entered the mainland market, which is very active in China for two years-IT information
These days, Twitter executives at the Asia-Pacific region was busy in several road in Beijing, Shanghai and other places around. Good time to year-end, the veteran social media in the Mainland are not open at all, and much of it has a global strategy as the company also sees China as one of the work again.
Twitter contact the Chinese market starting from 2014, set up an Office in Hong Kong in March last year, and now has nearly 3 years. This year, the number of Chinese Internet users has over 700 million, according to Fortune's July data shows that Twitter is only 10 million active users in China. These days, Twitter in China are doing what?
Answer not too unexpected, and announce to Hong Kong strategy Declaration, Twitter this is not directed at the user, now it is still busy expanding their advertising business, help with reception to go out of the country, China needs support of social media companies.
So the Twitter team manpower allocation to advertising sales. This year, Twitter announced that it has appointed the first Chinese area General Manager Chen Kui, after assuming office, who has been working in the Mainland, early years also served as army junior engineer female executives main responsibilities is to find an advertising partner.
Twitter is located in Singapore's Asia-Pacific Headquarters Office
Twitter just announced the establishment of the Hong Kong Office when tweets
At the end of this summary, Twitter has not revealed to reporters on China's share in the company's overall advertising business, but China Commercial Director Alan Lan said: "China is already a Twitter advertising's fastest-growing region."
It is very reasonable. In recent years, the tech industry boom to more enterprises to exploit the sea of United States, Europe, India and other regions and countries will, they need a globally influential social media as an advocacy position, to win the local consumers.
If you log into Twitter, will find Lenovo Twitter registration hours are in 2008, Huawei Technology, and Alibaba is in 2009. The year 2009 is Twitter blocked in the Mainland, but it didn't hurt all of you overseas consumer ambitions, which updates the frequency roughly in a few hours.
According to Lan, the "Twitter greater advertiser in this 3 years, an increase of 366%, at the beginning, mostly application of domestic enterprises to go abroad, companies in hand. But this year, sailing has become more in demand, drones, balance, and tourist publicity is more up. ”
Huawei's Twitter business account
In Twitter clients, technology enterprise than large. Huawei expedition journeys in 11 European countries, Twitter is a key advertising tool, the main feature, is culturally to improve awareness of the new brand in foreign markets. Twitter said last KPI results than 193% more Huawei is also expected.
Music video into Twitter was in October 2015, when it is moving into India. In two months, where through Twitter, local access to the 80,000 fans, one of the highest visibility up to 12,000 Tweets. In addition, the Association to the United Kingdom and the United States to Japan, all with the same advertising model.
In addition to technology companies, people's daily, Xinhua News Agency and other media outlets, and local Tourism Bureau is also Twitter clients.
On Twitter, there is a special rendering of China customer account called Twitter Ad CN. This account is maintained in Chinese, and occasionally on Twitter employees for mainland enterprises running event photos. On June 21, it had sent a "Welcome to teluk INTAN @Twitter debut, anshun, beautiful show world! "Tweet, and gaming company Clash of Kings in London's Tower Bridge simulation live game video advertisement, and is often cited as a classic example.
Twitter Ad CN
Determine the different pricing options for different forms of advertising. Twitter Vice President Aliza Knox said "the most important thing is to agree and advertisers. Video, for example, how about we go to set up effective watch is the watch, great number, forward, or click or the wide-band frequency, small, for a few seconds. Advertising bid way, top has a corresponding price, some charging by the day. ”
Twitter is willing to advertise their advertising business and results, this has always been the focus of its business model. Since January 2013 Twitter listing, mergers of companies often business solutions technology company, and directly related to the advertising business on Trendrr, and MoPub, Namo Media, Niche, and TellApart etc. Mopub the APP's function is to help advertisers develop and buy DSP display advertising; Tellapart docking the retail business, they are some of the precise delivery of digital marketing companies.
For now, Twitter's growth is largely rely on advertising revenue to drive. In the third quarter of 2016, Twitter overall revenue of $616 million, $545 million in advertising revenue, accounted for more than 88.5%.
And beyond the Twitter social networking giant, although revenues largely rely on advertising, but completely different from Twitter on the strategy. Listing 4, Facebook acquired companies more are those who bring their own flow, application or user growth potential, such as application of face changing MSQRD, TheFind.com, chat house arrest WhatsApp, story-telling site Storylane and Instagram photo sharing software.
Twitter bought the broadcast software Periscope
Facebook not only in access to diversified user capabilities far beyond Twitter, in the advertising business, it also has more advantages. According to the United States Adage reports, Facebook's biggest advertisers is Instagram, it 5% the APP install ads are placed on the parent company's website, the feedback validated the takeover by the right to a certain extent.
Facebook product strategy helped it Rob advertisers in many markets. For example in India, Facebook and Google are holding 75% of local advertising business, Chief Executive of ad agency Adlift Prashant Puri, who said in an interview on prameyanews7 website: "Twitter has only one product, this is not enough. Facebook has 10 different options. ”
This principle applied equally to Chinese customers, in fact, is similar to Facebook and Twitter's business in China, Facebook CEO Mark Zuckerberg on last year's third-quarter conference call, said: "people think Facebook no enter China, but this is not the case. Our consumer services, although there are inactive, but there actually is one of our biggest advertising market. ”
Twitter wants to win, the key is to know what kind of service is provided. Social media play in a number of burn after reading your Snapchat attract a fashionable young people, Instagram cultivate a network of next-generation red, these are all aspects of Twitter is weak.
Social media fear most is that aging is not the trend, it is not easy to retain customers. When asked about Twitter's greatest strength, Lan emphasized the advantages of Twitter--real time.
This makes Twitter media properties is stronger. On February 11, 2015, Twitter acquired the live APP Periscope, users can broadcast directly to the Twitter feature, it will help Chinese media broadcast Shenzhou rocket has been fired. In order to maintain the advantage in the field of manufacturing hot spots in real time, Twitter last year launched the "Moments" feature, it will appear as featured topic, and popular search list function is similar.
Twitter media streams, both from the Visual effect of the page and in the text, images, video, a combination of features, is more like a place where you can discuss serious topics. It makes advertisers appear on the selected platform Division, Instagram, and Snapchat for fun, aesthetically pleasing fashion brands, Facebook for groups and published long articles.
Twitter, became a media, sports, entertainment, ceremony, and political institutions of the most suitable place to publish and update the PR message. In India, Twitter to the Narendra Modi Government had done publicity and helped India Ministry of industry and trade promotion India local products.
Twitter won the NFL broadcast rights
Trump's Twitter account
It can be seen that Twitter tactics this year were on in several directions, such as layoffs. Before new CEO Jack Dorsey, who took office last year announced that it would lay off roughly 300 people teams, for all Twitter employees 8%.
Knox said the streamlining is designed to fit the new framework, "now, we will look at news, media, sports and creative aspects. Simplification is in order to make it easier for customers to understand how to use our products, and the focus of our work all year round, including brands, agents, channels, customer service, and the integration of many teams. ”
Fight on Twitter at sports events helped it indeed winning analysts bullish, it's Twitter this year, there is little good news. It successfully got the United States of the NFL broadcast rights, rival Verizon, Yahoo, Amazon, Google, etc.
According to a press report, "(sports), Twitter is the only way to ' area of rolling 'Facebook. Business in 2013, cooperation with the NFL for the first time, Twitter was later revealed, that has brought millions of dollars to both levels of advertising revenue. Active 2015 declared victory after the Patriots in the Super Bowl, on Twitter received 46,000 times forward, Facebook is only 15,000 times. “
In addition to advertising, Twitter is also exploring new sources of revenue growth. On November 10, 2016, Twitter launched its customer service features, you can directly inform customers of the company to be able to help the active time to ensure we direct message can be sent to the enterprise quickly, and automated and manual procedures.
It may address some of the science and technology enterprises in China's overseas service. Lan said, "Twitter is best for customer service. Like Apple in the largest account on Twitter is Apple Support Mainland technology companies abroad is difficult to customer service, Twitter serves this function. ”
According to Knox, said Twitter's goal is to be profitable next year.
尚未进入内地市场的Twitter，这两年却在中国很活跃 - IT资讯
这些天，Twitter亚太区的高管们正兵分几路地忙着在北京、上海等地穿梭。又到了年终盘点的好时候，这个在内地压根就打不开的社交媒体老前辈，却和大多拥有着全球性战略的公司们一样，也将中国作为工作总结的重头之一。
Twitter从2014年就开始接触中国市场，去年3月又在香港设立办公室，到现在也已经近3年时间了。今年，中国网民数量已经过7亿了，但据《财富》的7月的数据显示，Twitter的中国活跃用户还是只有1000万。那么这段日子，Twitter到底都在中国都做了些什么呢？
其实答案并没有太出乎意料，和宣布入香港时的战略宣言一样，Twitter本也不是冲着用户来的，如今的它依然忙着扩充自己的广告业务，帮着接待要走出国门、需要社交媒体助阵的中国企业们。
因此Twitter香港团队的人力配置主要以广告销售为主。今年，Twitter又宣布认命了首位中国区总经理陈葵，上任后，这位曾一直在内地工作、早年间还担任过解放军初级工程师的女高管主要的责任就是寻找广告合作伙伴。
Twitter位于新加坡的亚太总部办公室
Twitter刚刚宣布成立香港办公室时候发的推文
在这场年终总结中，Twitter虽然并未向记者透露中国在公司整体广告业务上的占比，但中华区商务总监Alan Lan表示：“中国已经是Twitter广告业务增长最快的地区”。
这很合乎情理。近年来，科技行业的蓬勃发展也让更多企业有了出海开拓美国、欧洲、印度等地区和国家的意愿，它们需要一个在全球范围内皆有影响力的社交平台作为宣传据点，去赢得当地的消费者。
如果你登陆Twitter，会发现Lenovo的Twitter注册时间是在2008年，而Huawei Technology和Alibaba的都是2009年。2009年也是Twitter在内地被禁止的年份，但这丝毫没有伤害到诸位触达海外消费者的野心，这些企业基本保持着几个小时就更新一次的频率。
据Lan介绍，“Twitter的大中华区广告主在这3年里增加了366%，一开始，国内企业出国的大多是应用、手游这类公司。但这一年来，出海的需求已经变得更多元，无人机、平衡车、旅游外宣都多了起来。”
华为的Twitter企业账号
在Twitter的客户中，科技企业占比很大。在华为征战欧洲11国的旅途中，Twitter就是个关键的广告工具，主要的功能是用符合当地文化的方式提高新品牌在海外市场的认知度。据Twitter方面表示，最后的KPI考核结果比华为预想的还要高出193%。
乐视进驻Twitter是在2015年10月，那时它正在进军印度。在两个月时间里，乐视通过Twitter在当地获得了8万个粉丝，一条最高的推文受关注程度达1.2万次。除此以外，联想去英国、美图去日本，都用了相同的广告模式。
除了科技企业，人民日报、新华社等媒体机构、以及各地旅游局也是Twitter的大客户们。
在Twitter上，还有一个专门呈现中国客户作品的账号，名叫Twitter Ad CN。这个账号是用中文维护的，时不时会放上Twitter员工们为内地企业奔忙的活动现场照。比如6月21日，它发了一条“欢迎安顺亮相@Twitter,将美丽安顺展示给世界！”的推文，还有游戏公司Clash of kings在伦敦塔桥模拟真人游戏场的视频广告，也常被作为经典例子。
Twitter Ad CN
不同的广告形式决定了不同的定价方案。Twitter亚太区副总裁Aliza Knox表示，“最重要是要和广告主达成一致。拿视频举例，我们就去要设立怎么样的观看是有效观看，点赞数、转发还是点击了就算，还是全频、小频、看了几秒。广告位有竞标的方式，置顶也有相应的价格，有的是按天计费。”
Twitter十分乐于宣传自己的广告业务和成果，这一直都是它的商业模式的重心。自从2013年1月Twitter上市以来，它兼并的公司多为商业解决方案类的科技企业，其中和广告业务直接有关的就有Trendrr、MoPub、Namo Media、Niche、TellApart等。Mopub的功能是帮助广告主的APP开发变现，并购买DSP广告展示位；Tellapart主要对接零售企业，它们都是一些精准投放的数字化营销公司。
眼下，Twitter的业绩增长的确很大程度上都是靠广告收入来拉动的。在2016年第三季度，Twitter整体营收为6.16亿美元，广告收入就有5.45亿美元，占比88.5%。
而超越Twitter的社交巨头虽然收入主要也是靠广告，却在战略上与Twitter完全不同。上市4年，Facebook收购的公司更多是那些自带流量、或有用户增长潜力的应用，比如换脸应用MSQRD、电商TheFind.com、聊天软禁WhatsApp、讲故事网站Storylane和照片分享软件Instagram等。
Twitter买的直播软件Periscope
这不仅让Facebook在获取多元化用户上的能力远远超越Twitter,在广告业务上，它也更有优势。据美国Adage网站报道，Facebook最大的广告客户就是Instagram，它5%的APP安装广告都放在母公司网站上，这种反哺一定程度上验证了这场收购的正确。
Facebook的多产品战略帮助它在许多市场上抢夺着广告客户。比如在印度，Facebook和Google就把握着当地75%的广告业务，广告代理商Adlift的首席执行官Prashant Puri就曾在prameyanews7网站的采访中说道：“Twitter只有一个产品，这是不够的。Facebook有10个不同的选择。”
这个道理对中国客户同样适用，事实上Facebook在华的业务与Twitter很相似，Facebook CEO马克·扎克伯格在去年的第三财季电话会议上表示：“人们认为Facebook完全没有进入中国，但实情并非如此。我们的消费者服务虽然在那里并不活跃，但那里其实已经是我们最大的广告市场之一。”
Twitter想要致胜，关键在于明白自己能提供的是什么样的服务。社交媒体的玩法在变多，阅后即焚的Snapchat招徕着时髦的年轻人，Instagram培养出了不少的新一代网红，这些都是Twitter较为薄弱的方面。
社交媒体最怕的就是功能老化更不上潮流，要留住客户并不容易。在被问到Twitter最大的优势时，Lan强调了Twitter的最大特点——实时性。
这使得Twitter的媒体属性更强。2015年2月11日，Twitter收购了直播APP Periscope，用户可以在Twitter上直接用直播功能，它就曾帮中国媒体直播神州火箭发射。而为了保持在制造实时热点领域的优势，Twitter去年也推出了“Moments”功能，它将以精选话题的形式出现，和热门搜索榜的功能类似。
Twitter的媒体流，无论是从页面的视觉效果来看还是文字、图片、视频的组合功能来看，都更像一个可以讨论严肃话题的地方。这也使得广告主在选择平台上出现了分野，Instagram和Snapchat更适合有趣味、有美感的时尚品牌，Facebook适合群组和长文章的发布。
而Twitter，则成了媒体、体育赛事、娱乐典礼、和政治机构最适合发布和更新公关讯息的地方。在印度，Twitter就给莫迪政府做过宣传，还帮印度工商部宣传印度本土产品。
Twitter获得了NFL的转播权
特朗普的Twitter账号
可以看出，Twitter今年的种种策略也都在往这几个方向上靠，比如裁员计划。去年上任的新CEO Jack Dorsey之前宣布将裁掉数量大约为300人的团队，为Twitter全部员工的8%。。
Knox称这个简化工作正是为了适应新的内容架构，“现在，我们将着眼于新闻、媒体、体育和创意四个方面。简化是为了让客户更方便地理解如何使用我们的产品，这也是我们全年工作的重点，其中包括品牌商、代理商、渠道、客户服务等许多个团队的整合。”
Twitter在体育赛事上的争取的确帮它赢得了不少分析师的看好，这也算Twitter今年鲜有的好消息。它成功抢到了美国NFL的转播权，竞争者有Verizon、雅虎、亚马逊、谷歌等。
据记者此前报道，“（体育）是Twitter唯一能’碾压’Facebook的领域。商业方面，2013年与NFL首次合作，Twitter后来透露，这给双方带来了千万美元级别的广告收入。活跃度方面，2015年爱国者队在超级碗决赛后宣布胜利的内容，在Twitter获得4.6万次转发，Facebook上只有1.5万次。“
除了广告业务，Twitter也在探索新的收入增长点。比如2016年11月10日，Twitter发布了客户服务的新功能，可以直接告知消费者公司能够提供帮助的活跃时间，保证大家发送给企业的私信可以得到快速回复，并优化自动化和人工服务的程序。
这可能会解决一部分中国科技企业的海外服务问题。Lan说：“Twitter最适合做客服。就像Apple在Twitter上最大的账号是Apple Support一样，内地技术公司在国外是很难做客服的，但是Twitter可以充当这个功能。”
据Knox表示，Twitter的目标是将于明年开始盈利。