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An overview of the UK Mums audience on PiQ. We built an audience of over 40k tweeters who self-identify as 'mums' in the UK and their network of influence. Track the conversations, interests and people that make this community tick.
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PiQ Audience Report: UK Mums Audience of 40k UK Tweeters Data from: 29th September – 28th October 2014
About PiQ
Social Media Listening
Poor people insight
CRM Customer
interactions only
PiQ is built on four foundations: 1. Target audiences not keywords to track customers 24x7 2. Realtime trend detection with audiences without prior knowledge required
3. Identify influencers within relevant audiences
4. Deep content analytics at users fingertips
Market Research
Slow, not addressable
PiQ is a simple way to action customer audiences in real-time
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UK Mums Audience Overview
The UK Mums audience consists of around 40k active female tweeters self-identifying as ‘Mums’ or active in the parenting community on Twitter. PiQ Audiences are built by finding followers of key accounts, people who talk about specific topics and users within a broader network of influence.
Followers of key
accounts
People who talk about specific topics
Users closely connected to the
network
UK Mums Audience Top Hashtags Hashtag Cloud
WHAT this is
Shows the top hashtags used by audience
Size of word shows volume
Saturation of word shows relevance (how specific is this topic to the audience?)
HOW to use it
Identify key topics, events and TV shows which audience discusses
Plan content strategy around the things you know will be popular among your audience
MORE
Create timely content with daily and hourly reports on what’s trending in an audience.
Real-time analytics tracks popular tweets, images and videos as well as hashtags
This audience likes entering competitions on Twitter. They’re also big TV fans, ‘X-Factor’ and ‘Strictly Come Dancing’ being their favorite shows.
UK Mums – Top Human Influencers!WHAT this is
Shows the top Human influencers within the community
They are ordered by their degree of influence over other people in the audience (CPI)
HOW to use it
You can use this to identify key influencers in your target audience and engage with them
MORE
The UK Mums Community is influenced by famous faces from TV. But right behind are several extremely influential bloggers.
@Edspire makes the top 5 despite having vastly fewer followers than the others because she engages specifically with this audience.
CPI PI Fllwrs Bio
Kirstie Mary Allsopp @KirstieMAllsopp
93 86 363k A working Mum who's incredibly blessed and occasionally on TV; Re-use, recycle, love, laugh & Keep Britain Tidy
Katie Price @MissKatiePrice
92 89 1.93M Never under estimate the pricey!businesswoman/model/author/singer/tv star/proud mum ColourB4 Global Ambassador
Kerry Katona @KerryKatona7
92 80 389k A mother to 5 amazing babies who are my everything! And married to @mrgsjkay!
Sam Bailey @SamBaileyREAL
91 83 355K Wife, Mum & Grafter. Follow your heart, follow your dreams & do it with dignity & pride XF Winner.
Jennie Edspire @Edspire
90 67 8K SAHM 4yo twins at big school, angel #matildamae, #RainbowBaby Beatrice Hope born 5/8/14. We love messy and sensory play, learning through play & family life
UK Mums - Top Power Users!
CPI PI Fllwrs Bio
Jennie Edspire @Edspire
90 67 8K SAHM 4yo twins at big school, angel #matildamae, #RainbowBaby Beatrice Hope born 5/8/14. We love messy and sensory play, learning through play & family life
Suzy Pelta @SuzyPelta
89 59 11K @ITVLorraine Cake Club Winner & Creator of #BakeWithSuzy #Baking Kits. @MarieCurieUK's Blooming Great Tea Party Quee
Emily Leary @AMummyToo
88 66 14K Food and lifestyle writer/presenter. Recipe developer. Photographer of stuff. Lots of other things. And a mummy too. BIBs, MADs, LBP, Candis awards finalist.
Katy Hill @KatyHillTV
88 62 18k TV & Radio Presenter & Lifestyle Blogger! Wife to a phenomenal man, hands-on-mum to two delicious children. I LOVE life and intend to LIVE IT to the full! x
Slummy Single Mummy @mummyblogger
88 75 51K I'm Jo, award-winning blogger, freelance journalist and copywriter, UK bod at @CollectiveBias, @BeamlyUK room host
WHAT this is
Shows the top Power Users within the community (PI > 80)
Power Users are not as globally famous as ‘Celebrities’ but they are serious Twitter users whose opinions are valued by their followers
HOW to use it
Power users may be easier to engage with directly yet they often have just as much influence over a specific community as Celebrities
MORE
There are several Power User ‘mummy bloggers’ who hold considerable influence in the UK Mums audience
UK Mums - Top Non-human Influencers!WHAT this is
Shows the top Corporate/Organisation influencers over the community.
HOW to use it
You can use this to inform your advocacy or content strategy and understand who is making the biggest impact among your target audience
MORE
The dashboard edition of PiQ allows you to filter out human/non-human and search for users by location, gender or influence
CPI PI Fllwrs Bio
This Morning @ITVThisMorning
96 89 870K Please note @replies may be used on This Morning, weekdays from 10:30am on ITV.
Mumsnet @MumsnetTowers
95 80 87K Oh you know, that website, for parents. No, not that one, the other one. With the biscuits. And the swearing.
Loved By Parents @lovedbyparents
92 72 35K Parenting News, Pregnancy Advice, Reviews, Competitions and Guest Blogs. Home to the Loved by Parents Awards!
Netmums @Netmums
92 78 91K The UK's biggest parenting website with 1.7 million members & 7 million + visitors a month. Local information and friendly support when you need it most
Parentdish UK @parentdish_uk
91 70 34K The UK's fastest growing family and parenting website. Join us for the latest parenting news, views and reviews.
UK Mums- Top Brands!WHAT this is
Shows the top Brands referred to by audience
HOW to use it
Identify and compare the brands that an audience is talking about
MORE
The dashboard edition of PiQ updates this data daily and provides data for every brand being talked about
You can also find the top images, videos and stories being shared each day, week or month
Brand Relevance (Higher is more relevant)
Volume
BBC 1x 7k
Apple 1x 4k
Tesco 15x 3k
Google 1x 3k
Amazon 3x 2k
Sky 8x 1k
Lego 5x 1k
Asda 19x 987
Morrisons 38x 876
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