Oops
A French hacker that managed to penetrate a number of sensitive Twitter employee accounts has leaked documents that reveal the company's financial ambitions, pending profit models and a "growing sense of entitlement" among its workers, Valleywag reports.
The hacker, who goes by the pseudo Hacker Croll, accessed the email, Paypal, Amazon, Apple, AT&T, MobileMe, and Gmail accounts of higher-ups like founder Evan Williams, his wife, Margaret Utgoff, and Kevin Thau, among others.
Among his findings were financial and traffic forecasts, published by TechCrunch.
Twitter projects it will have 25 million users by year's end, 100 million by the end of 2010 and 350 million by the end of 2011 — "estimates ambitious even by the standards of optimistic Silicon Valley startups to say nothing of a microblogging service that has had trouble serving just it's [sic] existing user base," Valleywag observes.
In terms of revenue, the company believes it will generate $400,000 this quarter, followed by an astounding $4 million in Q4.
After frenzied media discussion about how Twitter will divorce itself from VC-based life support and begin turning its own profits, co-founder Biz Stone stated in February that the company would begin "iterating on revenue products" sometime this year.
The first such revenue product was released just this month. In early July, Twitter began selling space on its "concept" ads section, which advocates popular Twitter-oriented apps and websites on the right-hand column of the site, right below users' follower statistics:
One scandalous but questionable finding is WebGuild's claim about how Twitter is courting celebrities and other well-known personas. (To wit, the popularity of users like Barack Obama, Ashton Kutcher, Sarah Palin and Oprah have helped generate favorable Twitter buzz in the media.)
According to WebGuild, documents reveal the company is burning millions of its own VC money to bait such "influencers" primarily by registering their names as Twitter handles and inflating their follower count. After doing so, they contact the individual and point out the number of followers they have, then encourage them to leverage that popularity by using Twitter.
Some of the personalities on the alleged hit list include DuranDuran, Wyclef Jean, Cartoon Network, Cisco, UCLA, Guillaume Pepy (CEO of France's SNCF), Nirvana, Toshiba, and 50 Cent. Kanye West, renowned for his distaste of Twitter, also attests that fake Twitter accounts have been made in his name, and has demanded that Twitter take them down.
Other findings included plans for a Twitter reality show, vestiges of which were rumored to be in planning stages since May; and Twitter swag, such as caps and shirts:
Other data gleaned from the hack (via WebGuild):
- the complete list of employees
- their food preferences
- their credit card numbers
- confidential contracts with Nokia, Samsung, Dell, AOL, Microsoft and others
- direct emails with web and showbiz personalities
- phone numbers
- meeting reports
- internal document templates
- time sheets
- applicant resumes
- salary grid
Finally, and perhaps least surprisingly, French website Korben detailed what appears to be a wishlist prepared by employees for new offices. The list was likely prepared in jest, reflecting the casual culture of the company, but the blogosphere has positioned it as evidence of growing hubris in the Twitter clan.
From Korben (translated):
Plans for their new offices include a wish list from employees, which would like a nap room, a games room, plants, a chief cuisto, a meditation room, bicycle garages, adjustable desks, a gym, a washer/dryer, wifi, lockers, wine cellar, an aquarium and so on … they have imagination.
Korben, Silicon Alley Insider and Valleywag have screenshots of leaked documents, with especially sensitive information blurred for the protection of employees and the company.
Twitter is currently seeking legal counsel for the hacking.
Last month, board investor Todd Chaffee suggested Twitter may incorporate e-commerce features into the site, such as contextually-relevant discounts or product recommendations, as well as create efficient ways to organize follower/followee relationships.
For any type of profit model to work in Twitter's favor, however, the company will have to leap a major hurdle: that half of its user base has never tweeted, according to a HubSpot report.