The Twitter IPO: Key Facts, Figures & S-1 Filing Document Explained by Marketing Land

Twitter Hires New Corporate Development Chief With IPO Background

twitter-logo-2012-new Twitter has hired Cynthia Gaylor as its new head of corporate development. Gaylor has been serving as a managing director at Morgan Stanley, where her recent focus has been in the tech sector. Notably, according to her LinkedIn profile, Gaylor's background includes IPOs. Most recently Cynthia is leading Morgan Stanley's technology execution effort, advising clients across a broad array of strategic financing activities including IPOs, follow-on offerings, equity linked, private placement and debt security transactions. Cynthia has advised on transactions for Workday, ServiceNow, Palo Alt [...]

Twitter Warns Reporters To Be “Extra Vigilant” After @AP Account Compromised

twitter-hacked-200px (screenshot via CNN) Twitter is warning media outlets to be "extra vigilant" in light of today's incident involving a fake tweet sent out by hackers that had gained access to the Associated Press' Twitter account, @AP. It's also good advice for brands and marketers -- and for all Twitter users, actually. Shortly after 1:00 pm EST today, the AP's account sent out a (fake) tweet saying that President Obama was injured after "two explosions in the White House." The Dow Jones stock market index momentarily tanked almost 150 points. The AP disabled its Twitter accounts, at least temporari [...]

Twitter Strikes Major Ad Deal With Agency Worth “Hundreds Of Millions”

twitter-money-cash-featured The Financial Times (FT) is reporting that Twitter has struck a major deal with agency Starcom MediaVest Group (SMG), which is part of agency holding company Publicis. The deal, according to FT, is worth "hundreds of millions of dollars over a multiyear period." SMG clients include major brands such as Burger King, Comcast-NBCU, Honda, P&G, Coke, Microsoft and many others. The deal is being characterized as a "partnership." Years ago Publicis announced something similar with Google. As the FT points out, this announcement comes just ahead of the TV "upfront" where advertisers commit [...]

Comedy Central To Host A Twitter-Only Comedy Festival Next Week

Comedy-Central Next week, Comedy Central is launching a unique 5-day comedy festival that brings comedians directly to their audience. Well, directly to their audience's Twitter stream. Next week, a Twitter-only festival will be released that features some of comedy's elite including Mel Brooks, Amy Schumer and Carl Reiner. The event starts next Monday and will use the  hashtag #ComedyFest. The event will leverage mixed media and tweets, thanks to the collaboration between Viacom and Twitter. #ComedyFest will feature live-streaming video, snippets from comics on stage and the sharing of 6 second Vines. [...]

Twitter Music App Is Live & Available For All Users

twitter-music-200px Twitter's music app is live today and can be downloaded from the App Store or used via the Web version which can be found at Based on a user's activity, the app will offer recommendations on popular tracks and emerging artists. Users will be able to locate and listen to specific artists' music from the artists' profiles, as well as tweet the songs directly from the app. Twitter #music songs are sourced from iTunes, Spotify and Rdio, but the default application to preview songs is iTunes. To hear full tracks via Spotify or Rdio, subscribers must log into their Spotify or R [...]

Twitter Acquires We Are Hunted, Should Open New Marketing Doors For Artists

twitter-music-200px The music discovery service We Are Hunted has announced that it's joining Twitter. The news hit almost at the same moment that American Idol host Ryan Seacrest tweeted about "playing with @twitter's new music app." Together, those two items should open new marketing opportunities for artists to be found and connect with fans on Twitter. In a follow-up, Seacrest said that the Twitter music app "shows what artists are trending" and "also has up and coming artists." In its announcement, We Are Hunted only hints at what's in store as it joins Twitter: While we are shutting down wearehun [...]

Twitter Shuts Off Ribbon After Launch Of In-Stream Payments

twitter-gears-developers Twitter's contentious relationship with developers took another turn today when it shut down a new product from Ribbon that enabled in-tweet payments for products, services and more. Ribbon announced the new product at 11:00 am PT today and immediately captured a fair amount of buzz in tech and marketing circles. Less than 90 minutes later, co-founder and CEO Hany Rashwan wrote an update announcing that Twitter had already shut the product down: At around 12:24 PM PST, with no heads up, our integration of Twitter Cards was taken down, and now Ribbon links go back to without the i [...]

Report: US Mobile Ads To Reach $7 Billion This Year, Big Companies Dominate

smartphones 'Tis the season of mobile advertising forecasts. Within the last week three have been released from eMarketer, BIA/Kelsey and now IDC. Emarketer said that US mobile advertising was worth $4.1 billion in 2012, BIA estimated $3.2 billion and IDC now asserts that US mobile ad revenues came in at $4.5 billion for the year. IDC expects mobile advertising to reach $7 billion by year end, compared with eMarketer's $7.29 billion and BIA's $5.39 billion. The IDC forecast also says the following about 2012 mobile ad revenues: Search: 61 percent of mobile ad spending  ($2.8 billion) Display: [...]

Report: Twitter Will Near $1 Billion In Ad Revenue In 2014

twitter-money-featured In just 3 years, it's estimated that Twitter's global ad revenue will have increased by nearly tenfold. In 2011, the popular social networking service raked in 139.5 million dollars, while the newest projection from eMarketer is for $950 million in global revenue in 2014. While the revenue number is skyrocketing, the overall growth of Twitter ad revenue is not surprisingly retarding over time as it matures. The near $1 billion ad revenue in 2014 will signal a 63% growth from 2013, down from the 102.2% estimated growth this year. The biggest revenue driver on Twitter's ad growth is [...]

Twitter Planning Developers-Only Platform Event Next Week

Twitter is inviting developers to a private "mobile-oriented platform event" next week at its headquarters in San Francisco. "We've been working on some exciting new features for the Twitter platform," the registration page says, "and we'd like to share those with you." Twitter has had a contentious relationship with some developers since it began to tighten its API rules last summer. The company eventually explained its developer ecosystem vision, which gave developers a road map for the kind of products the company wants to see going forward on the Twitter platform. Members of the p [...]

Study: Correlation Between Tweets And TV Ratings

Twitter Logo A huge percentage of TV watchers (as much as 80 percent) are now on a "second screen" during a program, though they may not necessarily be engaged in a "social conversation" about the show they are watching. They may be shopping, writing emails or reading news, instead. However, a new study from SocialGuide (and Nielsen) found that Twitter activity and conversations were positively correlated with TV ratings. Twitter was one of three "statistically significant variables" associated with positive TV ratings. The other two were past ratings and TV advertising (on behalf of the show). Ni [...]

Twitter Buys Bluefin Labs To Develop Social TV Products

twitter-video-tv-featured Twitter confirmed late Tuesday what several news outlets had already reported: its acquisition of Bluefin Labs, a company that helps brands measure and connect social media conversations with TV shows and commercials. Twitter says the buy will help the company "create innovative new ad products and consumer experiences" in social TV. The acquisition follows on the December announcement that Twitter is partnering with Nielsen to create the "Nielsen Twitter TV Rating," the first industry-standard metric for second-screen activity. In today's announcement, Twitter says it'll work with Niels [...]

Twitter And Facebook Report On Top Tweets Per Minute & “Top Moments” During Super Bowl

facebook-twitter-logos-200px While it appeared to me that she was still lip-syncing yesterday, Beyonce Knowles was one of the big winners of yesterday's social media buzz bowl. The not-so-single lady's celebrated halftime performance generated more than 250,000 tweets per minute (TPMs). Overall, according to Twitter, her performance drove 5.5 million tweets -- and perhaps shut down power at the stadium for a half hour thereafter. Other top TPM winners were the following: Power outage: 231,500 TPM 108-yard kickoff return for Ravens TD by Jones: 185,000 TPM Clock expires; Ravens win: 183,000 TPM Jones catch [...]

Twitter Says Hackers May Have Accessed 250,000 User Accounts

twitter-security-hacking-featured Twitter says a group of "extremely sophisticated" hackers may have recently accessed limited user information for about 250,000 users accounts, prompting the company to reset the passwords associated with those accounts and remind all of its users to create a stronger password. The investigation is still going on, but Twitter says the hackers might've accessed some users' personal information: This week, we detected unusual access patterns that led to us identifying unauthorized access attempts to Twitter user data. We discovered one live attack and were able to shut it down in process mom [...]

Facebook Tries To Explain Why It Cut Vine’s, Others’ API Access

facebook-unlike-featured Don't use our platform to copy what we do without permission. That seems to be the core issue in a Platform Policy change that Facebook announced on its developer blog about an hour ago. The change, according to Justin Osofsky, Facebook's Director Platform Partnerships, means that the "vast majority" of developers should "keep doing what you're doing." But, in light of Facebook's decision to cut API access to Vine and Voxer within the past week, Osofsky offered this clarification of Facebook's policies: For a much smaller number of apps that are using Facebook to either replicate our fu [...] Being Used For Scams, Twitter Seeks To Gain Control Of Rogue Domain

computer-internet-legal-law-featured Too bad Twitter didn't originally register "" as well. It would have saved the company from the headache of trying to gain control of the domain, which is now being used to conduct scam surveys of people who unwittingly arrive thinking they're at The site is set up to intentionally create confusion and make it appear that the actual Twitter is conducting a survey and giving away prizes. The look and feel of the landing page replicates Twitter's earlier design and branding. first reported this story. Twitter has filed a complaint with the Wo [...]

Twitter, Nielsen Will Create A New Social TV Rating Metric

twitter-video-tv-featured This is a coup for Twitter: The company is partnering with Nielsen to become the first arbiter of the most socially successful U.S. TV programs. The companies have a new multi-year agreement to create the "Nielsen Twitter TV Rating," a measurement that Nielsen says will serve as a complement to its existing TV ratings. While the latter measures "first screen" viewership (i.e., on the television), the new Twitter TV Rating will serve as an industry-standard metric for "second screen" activity -- i.e., the reach of conversation on Twitter about TV programs. I called it a "coup" for Twitter [...]

Touché! Instagram Starts Pulling Its Images From Twitter

instagram-featured You'll be excused if you think the social media platform battles are starting to look like something you'd see on Romper Room. The latest step in this back-and-forth is Instagram's decision to prevent its images from showing properly on Twitter's website and clients. At the LeWeb conference today, Instagram CEO Kevin Systrom confirmed the move and said that his company plans to fully prevent Instagram images from being embedded on Twitter. Here's how he's quoted on the New York Times' Bits blog: We've decided that right now, what makes sense, is to direct our users to the Instagram Web [...]

PeopleBrowsr-Twitter Case Illustrates Risks Of Building A Business On Third Party Platforms

twitter-legal-law PeopleBrowsr, the social analytics platform that derives substantially all its data (including its Kred scoring) from access to Twitter's feed, has fallen victim to Twitter's recent ambitions to rein in and exercise more control over its ecosystem. The company, which once promised an open platform and developer access to its data "firehose," has more recently tightened the rules surrounding use of its API. PeopleBrowsr's business is fundamentally threatened by these changes. And so it sought (and obtained) a temporary restraining order (TRO) preventing Twitter from cutting off its direct ac [...]

Twitter’s API Rules Force Windows 8 Client Tweetro To Shutter Free App & Go Paid

tweetro-app-logo-icon Tweetro, a popular free Twitter client for Windows 8, is shutting down its free version and will work on a paid version -- the latest episode of Twitter's recent API changes impacting its developer community. Tweetro recently ran up against Twitter's 100,000 user token limit and temporarily pulled its app from the Windows Store pending further clarification from Twitter. As reports today, Twitter's clarification came with bad news from Lazyworm, the makers of Tweetro: "Thank you for reaching out to get clarification on our developer policies. As you know, we discou [...]

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