Upload
mindshare
View
3.967
Download
5
Embed Size (px)
DESCRIPTION
Citation preview
04/0
9/2
02
31 Defining Brands’ Role in the Twitterverse
iSpy Wave 5
04/0
9/2
02
32
Feb
-20
08
Ma
r-2
00
8
Ap
r-2
00
8
Ma
y-2
00
8
Jun
-20
08
Jul-
20
08
Au
g-2
00
8
Se
p-2
00
8
Oct
-20
08
No
v-2
00
8
De
c-2
00
8
Jan
-20
09
Feb
-20
09
Ma
r-2
00
9
Ap
r-2
00
9
Ma
y-0
9
Jun
-09
Jul-
09
Au
g-0
9
0
500
1,000
1,500
2,000
2,500
3,000
3,500
4,000
Mo
nth
ly
Un
iqu
e V
isit
ors
UK
(m
)
Twitter has seen spectacular growth in 2009 & captured the digital zeitgeist
Source: ComScore, June 2009
04/0
9/2
02
3
9.13% Internet users
A wide range of brands are starting to use Twitter0
4/0
9/2
02
33
But most are still working out how to use it0
4/0
9/2
02
34
Our research objectives
1. Who’s using Twitter and how?
2. What are brands doing with Twitter and what do users think of their presence?
3. What are the rules of engagement for brands in the Twitterverse?
04/0
9/2
02
35
04/0
9/2
02
36 Methodology - Qualitative
40 respondents from across UK
• Face to Face & online focus groups
• Online paired interviews with webcams
Split evenly by:
• Age group (18-24, 25-34, 35+)
• Prior experience of Twitter (Long term & new users)
• Prior following of brands (½ already following)
Pre-task to follow brands
Fieldwork Apr-May 2009
04/0
9/2
02
37
2nd Level
Follower
3rd Level
Follower
3rd Level
Follower
2nd Level
Follower
2nd Level
Follower
Origin
Page
Follower
Follower
Follower
Follower
Methodology - Quantitative
2. Brand Message Tracking
• Analysis of networked message dissemination
• Brands tracked included:
• O2, BA, Thomas Cook, Innocent, Howie’s, Dell, Andrex & Comparethemarket.com
• 95,000 users & 4m tweets
1. User behaviour sample
• Analysis of tweets to identify usage behaviour
• A random sample of 3,000 drawn from UK based users
04/0
9/2
02
38
Who’s using Twitter and how?
04/0
9/2
02
39 Twitter particularly strong in London and amongst older
internet users
Source: ComScore, June 2009
Twitter Facebook Bebo MySpace
18% 23%35% 31%
24%23%
16% 18%
39%40% 35% 38%
19% 14% 14% 12%
15-24 25-34 35-54 55+
Twitter Facebook Bebo MySpace
52% 51% 47% 54%
48% 49% 53% 46%
Males Females
Twitter Facebook Bebo MySpace
34% 29%16%
31%
66% 71%84%
69%
London Rest of UK
04/0
9/2
02
31
0 Twitter network is much more open than other social networks
0-1010%
11-5032%
51-10018%
101-25020%
251-5009%
501-10005%
1000+5%
Number of Followers
• Less following of friends and family
• More of interesting strangers / celebrities / information sources
• So, less personal yet more open content is tweeted
‘Twitter doesn’t have all your random school friends so you can say a lot more without
thinking about how people are judging you’’ (NU 18-24)
‘Very different for me...facebook is about mates and twitter is about thoughts and opinions and
your interests’’ (NU 35+)
Source: Mindshare Twitter Network Analysis
Top 30% of users account for 2/3 of tweets
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
% Users
% C
on
trib
uti
on
Source: Mindshare Twitter Network Analysis
• Login and post frequently
Active Tweeters
• Post infrequently• Read more than they
tweet• Use it as information
resource
Passive Tweeters
Passive Tweeters
ActiveTweeters
‘I like the idea of random blurbs and thoughts put out there to millions’ (LG
18-24)
‘i like the fact that it seems quite simple, its not too challenging. but
also a great way of getting instant updates, a bit like RSS’ (LG 25-34)
04/0
9/2
02
31
1
04/0
9/2
02
31
2
01/0
1/20
09
07/0
1/20
09
13/0
1/20
09
19/0
1/20
09
25/0
1/20
09
31/0
1/20
09
06/0
2/20
09
12/0
2/20
09
18/0
2/20
09
24/0
2/20
09
02/0
3/20
09
08/0
3/20
09
14/0
3/20
09
20/0
3/20
09
26/0
3/20
09
01/0
4/20
09
07/0
4/20
09
13/0
4/20
09
19/0
4/20
09
25/0
4/20
09
01/0
5/20
09
07/0
5/20
09
13/0
5/20
09
19/0
5/20
09
25/0
5/20
09
31/0
5/20
09
06/0
6/20
09
12/0
6/20
09
18/0
6/20
090
10,000
20,000
30,000
40,000
50,000
60,000
Tweets: @ Tweets: Re-Tweets:
Num
ber
Tw
eets
Even split between ‘broadcast’ and ‘conversational’ tweets
Source: Mindshare Twitter Network Analysis
Volume of tweets within network Jan-Jun 2009
04/0
9/2
02
31
3 Tweet frequency drops off after honeymoon period for active users
Source: Mindshare Twitter Network Analysis
123456789101112131415161718192021222324252627282930313233343536373839404142434445464748495051525354555657585960616263646566676869707172737475767778798081828384858687888990919293949596979899100
0
10
20
30
40
50
60
70
80
90
Top 10% Average Bottom 10%
Days Active
Tw
eets
Per
Day
Average tweets per day by time since joining
04/0
9/2
02
31
4 Usage patterns mirror social networking, peaking in the evenings
7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 230
20
40
60
80
100
120
Twitter Internet Social Networks
Time
Pro
port
ion P
eak A
udie
nce
Delivery
(%
)
Note: Rebased by peak audience deliverySource: Touchpoints / Mindshare Twitter network analysis
04/0
9/2
02
31
5 Traditional use through a browser makes up less than half of total Tweets
Web Browser43%
twitterfeed4%
TwitterFox2%
TweetDeck17%
Twitterrific3%
Other11%
Tweetie6%
TwitterFon4%
twhirl4%
mobile web3%
TwitterBerry2%
txt1%
BrowserApplications 49%
Both Mobile & Desktop Applications 31%
MobileApplications 20%
Source: Mindshare Twitter Network Analysis
04/0
9/2
02
31
6Simplicity of Twitter’s protocol opens door to myriad of uses…
04/0
9/2
02
31
7 A diverse range of uses which continue to evolve
Self Expression
• Stream of
consciousness
observations
• ‘Ambient
intimacy’ –
connections
with friends
Reasons to use TwitterActive Passive
Networking
• Connecting
with like-
minded users
or people that
work in the
same business
Information Sourcing
• Independent
and real time
information
gathering
(akin to RSS)
• Potential to
use as a
search tool
Entertainment
• Sourcing
snippets of
entertainment
, celebrity,
news, comedy
04/0
9/2
02
31
8 Using Twitter for ‘social search’ is likely to grow
Relatively unused application currently
But respondents are starting to use Twitter for:
• Opinion gauging
• Real time news
• Unadulterated views from ‘real people’
• Crowd sourcing
04/0
9/2
02
31
9 Twitter fulfills needs that sit between social networks and search
Communicating with friends
Networking
Entertainment
‘Static’ search
Self-expressionAmbient intimacy
Information sourcing‘social’ search
So what if…
Google buys Twitter?
Search on Twitter will get better but the rest of Twitter may largely remain the same
Google however incorporate real time search results around which they can sell targeted advertising
04/0
9/2
02
32
1
Brand usage of Twitter
04/0
9/2
02
32
2 To date, brands have broadly taken 4 approaches
Values in Action
• PR tool to
interact with
consumers
• Acting as a
spokesperson to
demonstrate
brand values
• Gauging
consumer
opinion
Brand Engagement
• Providing
snippets of
entertainment
• Small moments
of distraction to
engage with
consumers
Sales Promotions
• Promoting new
products,
services or
offers
• Distributing
vouchers
• Competitions
Customer Support
• Acting as a ‘help
desk’ providing
support to
consumers
e.g. Innocent e.g. Compare
the Market
e.g. British
Airwayse.g. O2
All utterly dependent on consumer ‘pull’
04/0
9/2
02
32
3 Values in Action - Innocent
Quirky tone expressing brand personality
04/0
9/2
02
32
4 Brand Engagement - Compare the Market
Using Twitter to extend life of campaign to those who liked it, without annoying those who didn’t
04/0
9/2
02
32
5 Sales Promotion – British Airways
Expectation of exclusive offers & unlikely to follow continuously
04/0
9/2
02
32
6 Customer Support - O2
Opportunity to have contact with brand and get direct response is welcomed
04/0
9/2
02
32
7 Twitter has a huge potential to facilitate Word of Mouth
RT practice grew from Twitter user culture• 1of 3 core actions on receiving tweet
All content (ie tweets) can be directly passed on• Not the case in social networking sites
04/0
9/2
02
32
8 Concept of network analysis
Source: Mindshare Twitter Network Analysis
Brand Message: Sale on xxxx at
http://www.brand.com
RT @brand Sale on xxxx at
http://www.brand.com
RT @brand Sale on xxxx at
http://www.brand.com
Sale on xxxx at http://www.brand.com
Great News from @brand! Sale on xxxx at http://www.brand.com
Sale on xxxx at http://www.brand.com
RT @brand Sale on xxxx at
http://www.brand.com
Finally! @brand Sale on xxxx at
http://www.brand.com
04/0
9/2
02
32
9 Brands vary between high and low activity and follower bases, affecting their possible WOM
Andrex Howie's Cardigan
Thomas Cook UK
O2 DellOutletUK British Airways
Innocent Drinks
Aleksandr Orlov
800 1,301 803
7,991
1,531 2,332
12,504 11,222
Andrex Howie's Cardigan
Thomas Cook UK
O2 DellOutletUK British Airways
Innocent Drinks
Aleksandr Orlov
187
1278
158
2795
208 242
10161298
Brand FollowersBrands such as Innocent possess a large base of directly reachable followers
Brand TweetsBrands such as O2 create a large volume of messages, attempting to create a wealth of communication
Source: Mindshare Twitter Network Analysis
04/0
9/2
02
33
0 The chances of a Re-Tweet occurring, when considered as a whole are relatively small
DellOutletUK British Airways
Thomas Cook UK
Aleksandr Orlov
Innocent Drinks
O2 Andrex Howie's Cardigan
0.39%
0.12%
0.07%
0.04%0.03%
0.01% 0.01% 0.002%
Probability of a Brand Follower Re-Tweeting any one Message
Promotional Tweets seem to fare best
Source: Mindshare Twitter Network Analysis
04/0
9/2
02
33
1
94%
4%
2%
89%
3%
8%
On Average, Re-Tweets account for 6% of Total Message Reach
Proportion of Total Message Reach by Levels
Source: Mindshare Twitter Network Analysis
Level 0Direct Followers
Level 1Followers’ Followers
Level 2
All Brand Average Dell UK
Of all the brands, Howie’s gained the furthest distribution, out to level 7
04/0
9/2
02
33
2 Research key findings
1. Twitter’s protocol leads to a wide & constantly evolving range of consumer uses
• Self-expression, networking, entertainment, info sourcing
2. Most users are ‘passive’, tweet infrequently & use as information stream
3. Social search is beginning to gain traction amongst mainstream Twitter users & will grow in importance
4. Consumers are open to brands on Twitter but (because) they have total control over access
5. Word of Mouth has as much, if not greater, potential on Twitter than social networks
04/0
9/2
02
33
3
Brand rules of engagement
View Twitter as a potentially vital component in a wider
social media strategy
04/0
9/2
02
33
4
Your brand is already on Twitter
People are talking about brands on Twitter, so at the very least listen to what they are saying
Some people are searching on Twitter – you need to have an official presence, as other people may also be claiming to be you
People use Twitter in lots of different ways and this should direct how you choose to engage them
So if you do decide to get involved on Twitter here are……
04/0
9/2
02
33
5
…½ a dozen rules of engagement0
4/0
9/2
02
33
6
…½ a dozen rules of engagement
1. Give people a reason to follow – be entertaining and/or useful
04/0
9/2
02
33
7
…½ a dozen rules of engagement
1. Give people a reason to follow – be entertaining and/or useful
2. Complement your wider marketing activity
04/0
9/2
02
33
8
…½ a dozen rules of engagement
1. Give people a reason to follow – be entertaining and/or useful
2. Complement your wider marketing activity
3. How you react to people is public and permanent - so be human and genuine!
04/0
9/2
02
33
9
…½ a dozen rules of engagement
1. Give people a reason to follow – be entertaining and/or useful
2. Complement your wider marketing activity
3. How you react to people is public and permanent - so be human and genuine!
4. Have an ongoing dialogue OR have a clear exit strategy
04/0
9/2
02
34
0
…½ a dozen rules of engagement
1. Give people a reason to follow – be entertaining and/or useful
2. Complement your wider marketing activity
3. How you react to people is public and permanent - so be human and genuine!
4. Have an ongoing dialogue OR have a clear exit strategy
5. Judge your frequency of engagement carefully
04/0
9/2
02
34
1
…½ a dozen rules of engagement
1. Give people a reason to follow – be entertaining and/or useful
2. Complement your wider marketing activity
3. How you react to people is public and permanent - so be human and genuine!
4. Have an ongoing dialogue OR have a clear exit strategy
5. Judge your frequency of engagement carefully
6. Measurement of success – bear in mind layers of influencers
04/0
9/2
02
34
2
04/0
9/2
02
34
3
Next Steps
04/0
9/2
02
34
4
04/0
9/2
02
34
5
Talk to Jeremy and Alastair about how we can develop bespoke solutions to monitor and manage brand sentiment on Twitter and other digital social spaces
[email protected]@mindshareworld.com
04/0
9/2
02
34
7