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How Twitter is handling the 2021 US presidential transition

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Twitter has set out its plans for US Inauguration Day 2021, next Wednesday, January 20, when president-elect Joe Biden will be sworn into office as the 46th US president and vice president-elect Kamala Harris will become VP.

“This year, multiple challenging circumstances will require that most people experience this historic ceremony virtually,” the social media firm writes in a blog post detailing how it will handle the transition of power on its platform as the Trump administration departs office.

“As Twitter will serve as both a venue for people to watch and talk about this political event, and play a key role in facilitating the transfer of official government communication channels, we want to be transparent and clear about what people should expect to see on the platform.”

The inauguration will of course be livestreamed via Twitter by multiple accounts (such as news outlets), as well as the official inauguration accounts, @JCCIC and @BidenInaugural.

Twitter will also be streaming the ceremony via its US Elections Hub, where it says it will share curated Moments, Lists and accounts to follow as well.

Once sworn into office, Biden and Harris will gain control of the @POTUS and @VP Twitter accounts. Other accounts that will transition to the new administration on the day include @WhiteHouse, @FLOTUS and @PressSec.

Twitter has also confirmed that Harris’ husband, Douglas Emhoff, will use a new official account — called @SecondGentleman. (It’s not clear why not ‘SGOTUS’; aside from, well, the unloveliness of the acronym.) 

As it did when president Obama left office, Twitter will transfer the current institutional accounts of the Trump administration to the National Archives and Records Administration (Nara) — meaning the outgoing administration’s tweets and account history will remain publicly available (with account usernames updated to reflect their archived status, e.g. @POTUS will be archived as @POTUS45).

However Trump’s personal account, which he frequently used as a political cudgel, yelling in ALL CAPS and/or spewing his customary self-pitying tweets, has already been wiped from public view after Twitter took the decision to permanently ban him last week for repeat violations of its rules of conduct. So there’s likely to be a major gap in Nara’s Trump archive.

Since late last year we’ve known the transitioning @POTUS and institutional accounts will not automatically retain followers from the prior administration. But Twitter still hasn’t confirmed why.

Today it just reiterated that the current (33.3M) followers of @POTUS and the other official accounts will receive a notification about the archival process which will include the “option” to follow the new holders of the accounts.

That’s another notable change from 2017 when Trump inherited the ~14M followers of president Obama’s @POTUS. Biden will instead have to start his presidential tweeting from scratch.

Given the chaotic events in the US capital last week, when supporters of the outgoing president broke through police lines to cause mayhem on the hill and in the House, there’s every reason for tech platforms to approach the 2021 transition with trepidation, lest their tools get used to livestream another historic insurrection (or worse).

Since then Trump has also continued to maintain his false claim that the election was stolen through voter fraud.

Although he avoided any new direct reference to this big lie when he circumvented Twitter’s ban on his personal account earlier this week, by posting a new video of himself speaking on the official @WhiteHouse account.

In the video he decried the “incursion at the US capital”, as he put it; claimed that he “unequivocally condemns the violence that we saw last week”; and called for unity. But Twitter has put tight limits on what Trump can say on its platform without having his posts removed (as well limiting him to the official @POTUS channel). So he remains on a very tight speech leash.

In the video Trump limits his verbal attacks to a few remarks — about what he describes as “the unprecedented assault on free speech we have seen in recent days” — dubbing tech platforms’ censorship “wrong” and “dangerous”, and adding that “what is needed now is for us to listen to one another, not to silence one another”.

There’s a lot going on here but it should not escape notice that Trump’s seeming contrition and quasi-concession and his very-last-minute calls for unity have only come when he actively feels power draining away from him.

Most notably, his call for unity has only come after powerful tech platforms acted to shut off his hate-megaphone — ending the years of special dispensation they granted Trump to ride roughshod over democratic convention and tear up the civic rulebook.

It’s very interesting to speculate how different the 2021 US inauguration might look and feel if platforms like Twitter had consistently enforced their rules against Trump from the get-go.

Instead we’re stuck in all sorts of lockdown, counting the days til Biden takes office — and above all hoping for a smooth transition of power.

So Twitter CEO Jack Dorsey is quite right when he said this week that Twitter has failed in its mission to “promote healthy conversation”. His company ignored warnings about online toxicity for years. Trump is, in no small part, the divisive product of that. 

In a brief section of Twitter’s transition handling blog post, entitled “protecting the public conversation”, the company refers back to a post from earlier this week where it set out steps it’s taking to try to prevent its platform from being used to “incite violence, organize attacks, and share deliberately misleading information about the election outcome” in the coming days.

These measures include permanently suspending ~70,000 accounts it said were primarily dedicated to sharing content related to the QAnon conspiracy theory; aggressively beefing up its civic integrity policy; and applying interaction limits on labeled tweets plus blocking violative keywords from appearing in Trends and search.

“These efforts, including our open lines of communication with law enforcement, will continue through the inauguration and will adapt as needed if circumstances change in real-time,” it adds, preparing for the possibility of more unrest.

Source: https://techcrunch.com/2021/01/15/how-twitter-is-handling-the-2021-us-presidential-transition/

Startups

Unmuted founder Max van den Ingh on success beyond the metrics

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There is no authoritative playbook for marketing these days. Every company must find its own voice, and as it grows and evolves, its marketing needs to evolve as well.

Relying on proven tactics and measurable metrics isn’t enough — today, the most effective marketers constantly study and learn from innovative approaches while exploring new avenues.

This is where Unmuted comes in. A growth marketing agency based in Amsterdam, this company focuses on LinkedIn marketing, content marketing, marketing automation and email marketing. Before starting Unmuted, Max van den Ingh was head of growth and product at MisterGreen, an electric vehicle leasing company, and he also served as head of growth marketing at ShopPop, a chat-based marketing platform.

Van den Ingh, who also serves as a guest lecturer at Nyenrode Business University, was recommended to TechCrunch through the TechCrunch Experts project. We’re currently on the lookout for top-tier growth marketers that you can recommend to other startups. If you know of one, let us know by filling out this quick survey.

Van den Ingh spoke with us about his “modern” approach to marketing, setting realistic goals, how startups had to shift during the pandemic and more.

Editor’s note: This interview has been edited for length and clarity.

You call Unmuted a “modern” growth marketing agency. What do you do that makes your approach to marketing modern?

The way we help our clients is fundamentally different from how most traditional marketing agencies operate. At Unmuted, our clients don’t come to us to have their ideas executed; they come to us for our process. In a way, we’ve productized a growth marketing process that generates ideas for our clients. They find immense value in that process.

Depending on the customer’s team size and resources, we either guide them during execution or execute autonomously and report back. This process-based service model is, in our opinion, the only way to grow a business in a sustainable way.

“The way we help our clients is fundamentally different from how most traditional marketing agencies operate. “

In a practical sense, this is what that process boils down to: We take all that we’ve learned from fast-growing companies and apply these principles to our clients’ businesses. Typically we focus on what we call “innovative companies” — whether that’s because they have a SaaS offering or they’re an innovator within a traditional industry doesn’t really matter. The process we’ve designed works for B2B startups, scaleups and SMBs. That last category can benefit greatly from the way we work.

Our role, then, is threefold: We come up with strategies that we carry out by experimenting with several proven marketing tactics based on our extensive in-house knowledge and experience. This relieves our clients’ marketing teams of potentially stifling tunnel vision.

Our growth program typically unfolds in three stages as well, which we call the Foundation, Acceleration and Transformation stages. In the Foundation stage, we set up the fundamentals based on an extensive audit of the client’s business, and start out with our initial experiments. In the Acceleration stage, we scale the experiments that have shown promising early results. Finally, in the Transformation stage, we teach our clients how to continue growing their business themselves. If necessary, we stick around in a consulting role.

Your work at MisterGreen helped it grow about 10x. How much can a client expect to grow when working with you? How do you help clients set realistic goals?

Setting goals is always a challenge, especially when it comes to marketing. Why should you aim for a certain number? Why not aim higher, or lower, for that matter? At Unmuted, when we start working with a new client, we perform a series of exercises together. This helps us get a clear picture of where the client is now and where they could be when we’ve optimized marketing.

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Next, instead of fixed numbers, like a specific amount of new customers in a given period, we focus on growth levers, like month-over-month growth in certain conversion or activation areas. Focusing on growth levers makes our work more actionable.

We then construct a framework as part of our growth program that also allows room for certain beliefs a company has. I feel this “belief system” is truly essential to any growth marketing strategy. If you don’t allow room for gut feeling activities and only focus on data-driven projects, you will end up only working on things you can measure. We believe that growth marketing will become more effective when you also invest time and effort in channels and spaces you can’t necessarily measure.

When people talk about your solution on WhatsApp or during podcast episodes, that’s amazing and will effectively influence revenue, but sometimes there’s just no way to track these activities.

Finally, we don’t make any guarantees when it comes to growth results. That’s not how it works. We’ll always aim to maximize results as part of the process. Diligent focus on continuous improvement and optimization comes first. Results will automatically follow afterward.

For instance, we recently helped a B2B SaaS platform increase demo requests by 350%. But this wasn’t the goal at all. The process we were following was focused on optimizing every aspect of the demo request journey, from acquiring visitors to optimizing the demo page and more. Every experiment we ran increased the demo request metric to some extent. After six months, you start seeing these compounded results.

You were also the head of growth at ShopPop. How did that experience shape the way you help your clients?

Working for a fast-growing B2B SaaS company with a self-serve product taught me quite a few things. For starters, the importance of getting a really clear understanding of what sustainable growth looks like. Especially in growth marketing, there are a lot of things you can do to gain short-term results. But this doesn’t necessarily help, because you might be acquiring customers that you lose in the long run.

For example, running aggressive advertising campaigns in the early stages to acquire new users in sectors that you know won’t benefit considerably from your product. This type of superficial growth will come back in the form of churn sooner rather than later, and simply isn’t sustainable.

At Unmuted, when we start working with a new client, we put a lot of time and effort into understanding their best type of customers, what their problems are, and why that’s the case. Only then do we start looking at how to solve those problems with our client’s products or services.

You’re a guest lecturer at Nyenrode Business University and do speaking engagements as well. What do you hope people take away from your talks?

When I stand in front of a crowd during a speaking engagement, I always share stories about times where I took a pragmatic approach and did things differently. Growth can come in different shapes and forms, and although it often seems simple, it’s never easy. People, and especially management, have to understand that growth takes time and that you need failures to learn.

You need to have conversations to be able to learn and iterate. It’s better to have the wrong type of conversations than not having any at all. Without feedback, there’s no way to grow. And while an eagerness to learn comes naturally to most marketers, this isn’t necessarily the case for your average business person. If I can inspire audiences with my approach to growing by learning, I think that’s a great takeaway.

How have you seen startups change during the pandemic?

A lot of startups have been forced to change their approaches during the pandemic. Some have adapted successfully, while others are now stuck. I experienced it personally when I was still working at ShopPop, where we were focused on the music industry when the pandemic hit.

Music industry clients weren’t buying, for obvious reasons, so we had to pivot somehow. We ended up moving into e-commerce, which was, and still is, booming.

As the pandemic continues, what trends are you seeing in growth marketing?

The biggest trend I’m currently seeing is in the role marketing departments play. These have never been as important as they are now. Digital marketers, especially, are often the ones that come up with new ideas as to how a company can grow online. Nobody will know how the COVID-19 pandemic will play out, but in the meantime, every company is trying to adapt and find new ways to connect with their customers in unique, meaningful ways.

Logically, we’re seeing a surge in demand for online events like webinars and virtual summits. But everybody is doing those. So where can you carve out your own thing that becomes recognizable for your brand? Discovering these new channels and approaches — I think that should be the role of marketing.

How have you seen the startup market develop while working in growth?

The development of the startup market has been most noticeable in how new standards are being set. For example, startups have always been characterized as fast movers, but remote working and the rise of highly collaborative tools have further increased the speed at which startups operate. The whole industry transformed from speedboats into rocket ships. Talent became much more accessible, and through that internal cultures became more diverse and more resilient.

You can always depend on startups adopting new ways of working early on. They need to differentiate in order to survive, and a novel approach can be the one thing that makes them stand out from the crowd.

You have to understand that working at a startup often feels like you’re standing on the edge of a cliff. And that’s also the moment you’re at your most creative. I think this is also how growth marketing as a whole came about. In competitive markets, people have to fight for their right to exist. Marketing is often a way to radically differentiate. When people become really good at that, set new standards and raise the bar, the market develops as a whole.

What do startups continue to get wrong?

It’s been said many times before, but even today, most startups don’t learn quickly and deeply enough. Founders often have an amazing idea and vision of how things will play out. But how much field experience does this person really have? Enough to be able to foresee the future?

Usually, for startups, short-term growth goes well — they get some initial traction from their network, but then the next phase kicks in. Especially when there’s an investment involved, putting more pressure on the commercial side of things, this next phase will mean encountering a lot of hurdles.

When a company doesn’t find a strong enough product-market fit and doesn’t apply what its learned early on, things will get extremely tough. In this phase, a lot of research and experimentation is necessary. If the founding team isn’t up for this and they put their heads in the sand, the startup will deteriorate quickly.

On the other side: What are startups doing better now than ever before?

The best thing a startup can do, and I’m seeing it happen more and more, is investing in community early on. When I was leading growth at MisterGreen, we created a community for the first thousand Tesla Model 3 owners in the Netherlands. Everyone wanted to be a part of this founding tribe, learn from each other, get insights and so on.

This group turned out to be our most effective marketing tool. Word-of-mouth went through the roof. We had all of these people talking about our community at birthday parties, in their office, you name it. This is a great example of investing in marketing you can’t really measure, but which you do strongly believe in.

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Source: https://techcrunch.com/2021/07/28/unmuted-founder-max-van-den-ingh-on-success-beyond-the-metrics/

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Startups

Japanese sneaker platform SODA raises $56.4M, accquires rival Monokabu

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Just half a year after leading SODA’s Series B, SoftBank Ventures Asia is raising its bet on the Tokyo-based sneaker resell platform. The early-stage venture capital arm of SoftBank Group announced today it has returned to lead SODA’s Series C, which currently totals $56.4 million.

Other investors include South Korean sneaker reselling platform KREAM (another SoftBank Ventures Asia portfolio company), Altos Ventures and JAFCO.

Launched in 2018, SODA runs SNKRDUNK, one of Japan’s largest sneaker reselling platforms with about 2.5 million monthly users. Along with its new funding, SODA announced it has acquired rival Monokabu. SODA said that the deal means its share of Japan’s sneaker resale industry is now 80%, making it the market leader by far.

A SoftBank Ventures Asia spokesperson told TechCrunch the fund decided to invest in SODA again because the company’s growth has increased rapidly since its previous funding. SODA’s post-money valuation is now about 24 billion JPY, or about $218 million USD.

Part of SODA’s Series C funding will also be used to expand into other Asian markets, starting with Indonesia and the Philippines next year because both countries have growing e-commerce markets and a large percentage of Generation Zs, an ideal combination for SNKRDUNK.  

The company’s previous funding, its $22 million Series B, was announced in January. At the time, Uchiyama told TechCrunch demand for sneakers remained high despite the pandemic’s economic impact and increased adoption of online shopping also helped drive sales.

SODA claims it hit record sales of $34.7 million in May 2021, growing 900% year-over-year. Despite COVID-19, many sneaker C2C marketplaces, like StockX, have also seen their sales increase.

SNKRDUNK will work closely with KREAM to share knowledge about sneaker authentication, inventory management, logistics and other operations-related areas, with the goal of increasing their share of the Asian sneaker resell market.

In addition to KREAM and SODA, SoftBank Ventures Asia is also an investor in China-based sneaker trading platform Nice.

PlatoAi. Web3 Reimagined. Data Intelligence Amplified.
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Source: https://techcrunch.com/2021/07/28/japanese-sneaker-platform-soda-raises-56-4m-accquires-rival-monokabu/

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Techcrunch

Twitter shuttering NY, SF offices in response to new CDC guidelines

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Just two weeks after reopening its New York and San Francisco offices, social media giant Twitter said Wednesday that it will be closing those offices “immediately.”

The decision came “after careful consideration of the CDC’s updated guidelines, and in light of current conditions,” a spokesperson said.

“Twitter has made the decision to close our opened offices in New York and San Francisco as well as pause future office reopenings, effective immediately. We’re continuing to closely monitor local conditions and make necessary changes that prioritize the health and safety of our Tweeps,” the spokesperson added.

The company initially just reopened those offices on July 12. It declined to reveal headcount per office.

The CDC this week recommended that fully vaccinated people begin wearing masks indoors again in places with high Covid transmission rates amid concerns about the highly contagious Delta variant.

Earlier today, TechCrunch’s Brian Heater reported that Google CEO Sundar Pichai announced that the company will require employees to be vaccinated before returning to work on-site. It was part of a larger letter sent to Google/Alphabet staff that also noted the company will be extending its work-from-home policy through October 18, as the COVID-19 delta variant continues to sweep through the global population.

In a message to TechCrunch, Facebook’s VP of People, Lori Goler, confirmed a similar policy for the social media behemoth.

Amazon also responded to TechCrunch’s inquiry on the matter, noting, “We strongly encourage Amazon employees and contractors to be vaccinated as soon as COVID-19 vaccines are available to them.”

PlatoAi. Web3 Reimagined. Data Intelligence Amplified.
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Source: https://techcrunch.com/2021/07/28/twitter-shuttering-ny-sf-offices-in-response-to-new-cdc-guidelines/

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Gaming

Zuckerberg is turning trillion-dollar Facebook into a ‘metaverse’ company, he tells investors

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“I wanted to discuss this now so that you can see the future that we’re working towards and how our major initiative across the company are going to map to that,” Zuckerberg said on the call. “What is the metaverse? It’s a virtual environment where you can be present with people in digital spaces. You can kind of think of this as an embodied internet that you’re inside of rather than just looking at.”

These comments echoed an interview he gave to The Verge last week, detailing some of the company’s future goals.

The metaverse offers Facebook an opportunity to draw a line between its moonshot efforts and its core business, building a wide-reaching hub that shines on augmented reality and virtual reality platforms but feels just as friendly on mobile and desktop. Zuckerberg’s definition of metaverse is more broad than some others, but comes down to building a version of the web that feels more like an MMO than a collection of web pages.

Facebook Horizon World Builder

Early renders of Facebook’s Horizon platform. Image via Facebook.

It’s hard to imagine now, but Facebook was late to mobile. A decade ago, Facebook’s apps were buggy, crash-prone HTML5 experiences, even as smooth native mobile apps were quickly becoming the standard for major software makers. By 2012, Zuckerberg realized that apps were the future — quickly becoming the present — and the Facebook founder scrambled to turn the company’s attention toward mobile at every level. Facebook doesn’t intend to make the same mistake twice. That philosophy first became abundantly clear when the company bought the industry-leading VR hardware maker Oculus in 2014.

“Mobile is the platform of today, and now we’re also getting ready for the platforms of tomorrow,” Zuckerberg said around the time of the two billion dollar acquisition. “Oculus has the chance to create the most social platform ever, and change the way we work, play and communicate.”

Becoming “a metaverse company” is a further evolution of this thinking. For many, Roblox has seemed to be the clearest embodiment of the metaverse today —  a social world where users can jump between virtual experiences while creating their own experiences inside it. It’s notably not a virtual reality experience instead thriving largely on mobile and desktop. Roblox’s vision has resonated with investors, the now-public company is worth more than $45 billion — a fraction of Facebook’s value but more than almost any other games company in the West.

Facebook has been signaling its continued interest in this space. In June they bought a Roblox-like platform called Crayta for an undisclosed sum, and they’ve spent much of the last several years buying up a host of VR-focused game studios.

The company has tried to build its own VR-centric social hubs but most have fallen flat. Facebook’s metaverse-like Horizon platform garnered major headlines when it was announced nearly two years ago, but the company has had little to say during its exceedingly quiet beta period. This week, Facebook’s Andrew Bosworth detailed that Gaming VP Vivek Sharma would be taking over the effort under a new metaverse-centric product group led by Instagram’s Vishal Shah.

There’s a very particular distinction in Facebook’s choice of rebranding itself as a “metaverse” company as opposed to an AR/VR one. While some might have seen specialized hardware as essential to a spatial internet, it’s become increasingly clear that users aren’t clamoring to embrace early headsets even as other new gaming platforms greatly accelerate their growth. While the company’s Quest 2 headset has sold much better than its previous devices — according to Facebook which has yet to release any hard sales numbers — it’s unclear whether they truly need a world full of users with Facebook glasses and headsets strapped to their faces in order to embrace this metaverse ideal — or whether that would just be the cherry on top.

PlatoAi. Web3 Reimagined. Data Intelligence Amplified.
Click here to access.

Source: https://techcrunch.com/2021/07/28/zuckerberg-is-turning-trillion-dollar-facebook-into-a-metaverse-company-he-tells-investors/

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