dear jack dorsey, it's about twitter
Post on 08-Apr-2017
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The Unsolicited Advisor
Unsolicited advice for Jack Dorsey, Twitter CEO
Dear Jack,
We’re fans of users of Twitter, so know that it comes from a place of love when we say we think you’re doing it all wrong.
Wall Street (and maybe you as well) would love for Twitter to be a social network. We say it’s not. We say it’s something much more special – a space not for cultivating networks but for wielding influence and discourse.
Perhaps swayed by the frenzy of misguided investors, the current product reaches for users and other social media metrics. For a product with the core asset being content produced mainly by a few influencers, such metrics are pure vanity.
We suggest to change the product focus from social to influencer content. Then partner with your influencers to improve their impact and drive revenue in the process. (A little bit like YouTube.)
Best regards,The Unsolicited Advisor
The Unsolicited Advisor
What is Twitter?
No - Twitter is not a social network.
The core of Twitter is authentic content authored directly by influencers.
Relationshipbased
Content based
Twitter should not be compared to Facebook but to YouTube!
The Unsolicited Advisor
Stop staring at user growth
Access to influencers – and the content they create – is Twitter’s core asset.
Influencers
Tweeter basePotential non-Tweeter
audience
The core product is influencer content, but the product is set-up as if it’s a
social network!
The Unsolicited Advisor
Make it easy for new users to be passive content consumers
2Package the content in stand-alone products targeting specific audiences
The product interface should address non-Tweeters
The social network overhead needs to get out of the way of the core product
– which is the content and the influencers.
1
The Unsolicited Advisor
A feed is cumbersome and blunt
Personal feeds take time to set up and only allow for one lens for every user.
A social network (and the Twitter feed) requires effort to set-up and provides
only one lens to consume content
Content-based products enable users to easily access content and browse across
categories
The Unsolicited Advisor
Here’s what it could look like
Package verticals as separate content products with light editorial curation and commentary.
Teen interestedin celebrities
Rihanna
Kim Kardashian
One Direction
Professional interestedin the markets
Carl Icahn
@GSElevator
Marc Andreessen
Joe the Plumberinterested in sports
Kobe Bryant
Cam Newton
Floyd Mayweather
The Unsolicited Advisor
Current valuation requires steep monetization growthRe-focusing the product will enable Twitter to accelerate the monetization lever
$ 12 billion $ 2 billion
Market capitalization Annual revenue
Revenue per user
Key levers
Users
GROWING
STAGNATING
The Unsolicited Advisor
How to drive that revenue
Not all impressions are created equal.
The advertising product is not eyeballs – it’s the influencers.
The traditional approach is to sell impressions
Twitter has a unique opportunity to sell not
impressions but association
The Unsolicited Advisor
How to drive that revenue
Not all impressions are created equal.
The advertising product is not eyeballs – it’s the influencers.
The traditional approach is to sell impressions
Twitter has a unique opportunity to sell not
impressions but association
Unlocking the true value in association requires partnering with influencers.
The model is not an ad network, but a talent agency for the world’s influencers.
Twitter should have a team nurturing relationships with top influencers and brokering mutually beneficial and
relevant sponsorships.
The Unsolicited Advisor
So, in summary, Jack Dorsey, here’s how you fix Twitter:
1. It’s not a social network but a publishing platform with a ton of influencers2. Re-focus the product to grow audience (vs. users)3. Monetize influencers like a talent agency
How the Twitter productand business model is set
up today
Where the value is
Social network Publishing platformfor influencers
1a
1b
Grow audience withproduct for non-Tweeters
2
Drive revenue with deepintegration with influencers
3
The Unsolicited Advisor
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