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Poslovni slučaj Entrepreneurs atTwitter: Building a brand, a socialtool or a techpowerhouse?

Zadatak
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Hvala na suradnji!
PITANJA ZA RASPRAVU: 1. Kako je nastao Twitter? Može li se to smatrati dobrom poslovnom prilikom? Ako da, kako objašnjavate odlazak Williamsa s pozicije CEO-a ubrzo nakon osnivanja kompanije, i ulaganja u druge start-up kompanije? 2. Objasnite Twitterov marketinški pristup. Koja je osnova njegovog eksponencijalnog rasta? 3. Koje su prednosti, a koji nedostaci korištenja Twittera od strane drugih kompanija? Obrazložite svoj odgovor. 4. Smatrate li da će Twitter ikada uspjeti ostvarivati profit? Obrazložite zašto. 5. Na koji biste način pokušali kapitalizirati Twitterovu popularnost i rast broja korisnika? Koju strategiju biste koristili i kako biste ju implementirali? Detaljno objasnite.
1. Twitter je osnovao Evan Williams. 1999.godine, par godina prije osnutka Twittera, Williams i njegovi prijatelji kreirali su "landmark" uslugu koje je omogućila korisnicima Interneta da šire informacije s drugima u stvarnom vremenu. S par zaposlenika, poduzeće je skupilo početni kapital i počelo besplatno izbacivati nove verzije tehnologije s ciljem povezivanja s korisnicima u čemu su i uspjeli ( dosegli su milijun korisnika). Nakon prodaje tehnologije Google-u u zamjenu za dionicu, Williams je osnovao drugo poduzeće Odeo 2004.godine. Cilj mu je bio stvoriti profitabilno poduzeće koje će kreirati jedno rješenje za nalaženje, pretplatu i objavljivanje audio sadržaja. Odeo je uspio izbaciti glavni proizvod i uskoro su se pojavili veliki konkurenti na tržištu. 2006. upravni odbor je zaključio da moraju promijeniti strategiju. Prema ideji inženjera Jacka Dorseya, Odeo je počeo raditi na ideji o usluzi koja je omogućavala korisnicima da korištenjem mobitela ažuriraju o svojoj trenutnoj situaciji maloj grupi ljudi, tako što bi upisali kratki numerički kod prije slanja poruke i poruka bi došla do grupe ljudi bez da se zasebnog utipkavanja adresa. U testiranju ove ideje sudjelovali su su članovi Odea, međutim nitko povezan s velikim poduzećima nije smio sudjelovati. U proljeće 2006. Twttr Beta je pokrenut. Nakon nekog vremena, Twttr.com je postao dostupan javnosti. U listopadu iste godine nabavljen je URL www.twitter.com i tim je "rebreand-ao" uslugu.
Može se smatrati dobrom poslovnom prilikom. Wiliams je prodao prvu kompaniju koja nije ostvarivala profit, nakon čega je osnovao Pyra Labs zajedno s Meg Hourihanu i upustio se u izgradnju Bloggera . Nakon toga napustio je Google i osnovao Odeo. Neko vrijeme nakon izbacivanja proizvoda na tržište, Odeo se našao u lošoj poziciji ulaskom jakih igrača poput Apple-a te je zaslugom Dorseya izbacio novu popularnu uslugu Twitter. 2008. godine Dorseya je na mjestu izvršnog direktora zamijenio Williams. Razlog njegova napuštanja pozicije izvršnog direktora naveo je zbog fokusiranja na strategiju proizvoda. Razlog može ležati i u samom karakteru Wiliamsa budući da se iz dobivenog slučaja vidi da je osoba željna izazova i stvaranja novih uspješnih proizvoda i usluga te koje brzo postaje dosadno raditi jednolike poslove.
2. Twitterova strategija u početcima je bilo pustiti da uspjeh sam govori za sebe, odnosno njegovi korisnici su bili i njegovi "promotori". U 2007.godini, Twitter se oglašava na festivalu na način da se na tv zaslonima objavljuju tweetovi sudionika festivala. Time je twitter na pametan način generirao dobar publicitet i daljnji wom ( word of mouth). Daljnjim unaprjeđenjima usluge (npr. dodavanje RSS feed-a) uspio je privući još više korisnika. Zbog velike popularnosti, mediji su spominjali Twitter i tako još više pridonosili pozitivnom publicitetu.
Twitter je jako dobro već od samih početaka pokrenuo veliki opseg wom-a. Naravno, sam Twitter je bio jako privlačan ljudima te nije puno trebao ulagati u marketinške napore jer su ljudi sami prepoznali dobar proizvod. Marketari u poduzeću su samo pogurnuli ljude da se taj val wom-a nastavi ( festivalom i interakcijom sa sudionicima) što je dovelo do eksponencijalnog rasta broja korisnika.
3. Usluge Twittera posebno su značajne malim kompanijama, s ograničenim budžetom, a žele biti prepoznate na tržištu. S Twitterom, te male tvrtke bi mogle osigurati najnovije informacije svojim sljedbenicima, ali isto tako i povećati tu listu sljedbenika. Menadžeri velikih kompanija, s druge strane, imaju priliku konstantno obavještavati i koordinirati velike grupe zaposlenika. Velika prednost Twittera za sve kompanije je upravo ta interakcija kako sa sljedbenicima tako i sa zaposlenicima poduzeća koju mogu ostvariti na vrlo jednostavan način - ažuriranjem svojih statusa, i dopiranjem do novih zainteresiranih ljudi koji imaju svoj profil na Twitteru. Međutim, negativna strana je ta, da bi zaposlenici mogli provoditi prevelike količine vremena zabavljajući se ovom vrstom usluge, što bi se u konačnici odrazilo na kvalitetu njihova rada, a posljedično i cijelog poduzeća. Iako je broj ljudi prisutnih na Twitteru jako velik, ne znači da će svako poduzeće "pronaći" svoju ciljnu skupinu na njemu kako bi se moglo promovirati. Osim toga, sam način rada Twittera je ograničavajući, ipak se tu radi o statusima koje čini tekst ograničene veličine što uvelike limitira poduzeća u pridobivanju interesa, za razliku od drugih mreža poput Facebooka gdje je moguće objavljivati slike, videe i sl.

4. Smatramo da će Twitter uspjeti ostvariti profit, jer kako je izjavila Ellen Siminoff, osnivačica Yahoo! Inc. da dok god postoje zainteresirani ljudi, zarađivat će se novac. Svakako, postoji razlika između termina novac i profit, međutim, smatramo kako je Twitter na dobrom putu da to i ostvari. Naime, poslovanja koja se temelje na pretraživanju, danas se naplaćuju vrlo dobro, a osim tog, ljudi koriste Twitter i kako bi dobili preporuke što kupiti od prijatelja i ''followera'' kojima vjeruju. S vremenom će Twitter razviti filtere koji će pomoći korisnicima u klasifikaciji svojih tweetova u korisne kategorije, a to svakako jednog dana može naplatiti. Također, suosnivač Twittera, Stone, u 2009. je godini na Twitter dodao neke usluge koje koriste poduzeća, međutim, kao i licenciranje tweetova partnerima, ni to ne može zauvijek ostati besplatno. Iz tog razloga također smatramo, da kada Twitter navedene aktivnosti počne naplaćivati, profit će svakako uslijediti. Nadalje, profit se ostvaruje i od takozvanih promocijskih tweetova, koji oglašivačima dozvoljavaju da se ''ubace'' u prijenos razgovora u stvarnom vremenu, ukoliko su važni za temu o kojoj se raspravlja. Tvrtke koje su se pribilježile za ovakav način oglašavanja su: Starbucks, Best Buy, Virgin America i Bravo. Twitter daje naznake za ostvarivanje profita na još jedan način – ugledati se na Skype, besplatnu uslugu telefoniranja putem Interneta. Skype je stekao popularnost nudeći besplatne pozive putem Interneta, a sada je određene kombinacije počeo naplaćivati, zadržavajući jedan segment ipak i dalje besplatnim (Skype-to-Skype pozivi). Twitter također može uvesti nove usluge koje će naplatiti, dok primarni aspekt poslovanja može ostati besplatan, kako ne bi izgubio do sada lojalne korisnike. Osim toga, iz financijskih tablica je vidljivo kako Twitterovi prihodi, kao i broj zaposlenika, marža i neto dobit za sada rastu te smatramo da će se taj rast nastaviti, pogotovo poduzme li Twitter neke od navedenih akcija.
5. Informacije koje Twitter nudi dragocjene su velikim poduzećima i uvijek će postojati način da ih se proda i time poveća svoju vrijednost još više. Iz ugovora koje je potpisao s Microsoftom i Googleom (osiguravajući tim kompanijama svoju tražilicu), Twitter se uspio veoma dobro naplatiti i kapitalizirati svoju popularnost (dobio je 25 milijuna dolara samo od Microsofta). Vjerujemo da će u budućnosti doći još zainteresiranih poduzeća kojima Twitter može ponuditi informacije i tako unaprijediti njihovo i svoje poslovanje.
Kako broj korisnika sve više raste, samo je pitanje vremena kad će ''prerasti'' osnovnu Twitterovu funkciju, pisanje statusa. Korisnicima svakako treba pružiti personaliziraniju uslugu, tako što će se koncentrirati na njihove želje i potrebe te u isto vrijeme nuditi nešto novo, ali u svom dosadašnjem prepoznatljivom stilu, a to je jednostavnost. Tako se Twitter može povezati s raznoraznim smartphone aplikacijama. Svakako smatramo kako bi Twitter trebao koristiti strategiju diferencijacije, pošto je za sada jedina javna, široko rasprostranjena platforma za razgovore koja omogućuje konverzaciju u realnom vremenu te ne bi trebao ići u smjeru svog najvećeg rivala, Facebooka.

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...Twitter Forensics CSC 585: Topics in Computer Forensics Final Paper Department of Computer Science University of Rhode Island Abstract Social network service (SNS) recently has been popular and lots of information is shared through this service, such as Facebook, Twitter, Linkedin, and etc. Since SNSs have grown, people started being interested in criminal evidences in the services. Twitter is a real-time information network that connects you to the latest information about what you find interesting similar to Facebook. There has been a research about Facebook Forensics, but not about Twitter yet. This paper aims to find crime evidences from Twitter by tracking footprints in memory, or browser caches. 1 1. Introduction Twitter is a website, owned and operated by Twitter Inc. Twitter offers a social networking and microblogging service that enables its users to share information by sending and reading other users' messages called tweets. Users can post Tweets that are text-based posts of up to 140 characters. Users may subscribe to other author tweets by following. Twitter supports compatible external applications, such as smartphone applications, or Short Message Service (SMS) that allow users to send and to receive tweets via the Twitter website. Since its creation in 2006 by Jack Dorsey, Twitter has gained notability and popularity worldwide and currently has more than 100 million users worldwide. It is sometimes described as the "SMS of the Internet." ...

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