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. Top Brands in German Twitter Analysis of 133 brands in 20 Categories in tweets in German September 2009

Top Brands In German Twitter

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.Top Brands in German TwitterAnalysis of 133 brands in 20 Categories in tweets in GermanSeptember 2009↘ Sample Definition↘ All 20 Categories↘ Results↘ Top Categories↘ Top Brands and Brand Distribution↘ Number ONE Brand and tweet story↘ Top Twitter Users↘ Hashtags and Retweeting↘ Conclusions

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Page 1: Top Brands In German Twitter

.Top Brands in German TwitterAnalysis of 133 brands in 20 Categories in tweets in German

September 2009

Page 2: Top Brands In German Twitter

Contents

↘ Sample Definition

↘ All 20 Categories

↘ Results

↘ Top Categories

↘ Top Brands and Brand Distribution

↘ Number ONE Brand and tweet story

↘ Top Twitter Users

↘ Hashtags and Retweeting

↘ Conclusions

Page 3: Top Brands In German Twitter

.Sample Definition

Page 4: Top Brands In German Twitter

Sample Definition

↘ Source: www.interbrand.com and relevant local brands (Lufthansa, Bionade)

Global brands and local brands

Data gathering Technology

20 Categories

133 Brands

23083 tweets.

8489 Twitter unique users.

E.Life Tweetmeter uses Twitter Search API to gather

any tweet mentioning one or more of the 133 brands

from 17th August till 31th August.

Page 5: Top Brands In German Twitter

All 20 Categories

133 brands distributed in 20 Categories

↘ E.Life Tweetmeter collected tweets including on of the 133 brands.

A-B

Airlines

E-F-I

Eletronics

K-L-M-O

Cosmetics

S-T

Shoes and Airlines

Cars

Car tires

Banks

Clothing Retail

Beer

Eletronics

Food

Beverages

Fastfood chain

IT

Cosmetics

Credit Cards

Luxury brands

Furniture, Eletronics

and other chains

Operating Systems

Shoes and

Sportwear

Smartphones

Supermarkets

Telecom

Page 6: Top Brands In German Twitter

.Results

Page 7: Top Brands In German Twitter

Top Categories

7 Categories, out of

IT: 4,76%Operating Systems: 8,27%

Retail:

3,38%

IT

Auto

7 Categories, out of

20, accounts for 65.66%

of the buzz

Auto: 9,64%

Electronics: 11,13%

Smartphones: 10,78%

Telecom: 7,69%Electronics

Smartphones

Telecom

Operating Systems

Retail

Page 8: Top Brands In German Twitter

Top 10 Categories

Telecom

Operating systems

Furniture, Eletronics and other chains

Supermarket

Fast food

Shoes and Sportswear

8,80%

5,61%

3,68%

2,85%

1,89%

The top 10 categories represent 90.32% of all tweets, i.e. 20849 tweeets.

0,00%2,00%

4,00%6,00%

8,00%10,00%

12,00%14,00%

16,00%18,00%

IT

Auto

Electronics

Smartphones

Telecom

16,77%

15,30%

14,45%

10,78%

10,18%

Page 9: Top Brands In German Twitter

Laggards

Beverages

Luxury brands

Credit Cards

Cosmetics

Autotyres

1,11%

0,93%

0,31%

0,13%

0,06%

↘ Luxury brands, Credit cards, Cosmetics and Autotyres accounted for less than 2% of

the buzz.

0,00% 0,20% 0,40% 0,60% 0,80% 1,00% 1,20% 1,40% 1,60% 1,80%

Airlines

Clothing Retail

Beer

Bank

Food

1,74%

1,56%

1,38%

1,31%

1,15%

Page 10: Top Brands In German Twitter

Top 10 Brands

#1IPhone

Apple

#2

↘ Apple (9.02%)and IPhone

(9.35%) have together circa

18.37% of the Buzz.

#2

#3

↘ Sony has 4.69% of the Buzz.

↘ Microsoft has 3.83% of the Buzz.

↘ Linux has 3.71% of the Buzz.

↘ IKEA has 3.38% of the Buzz.

Microsoft, Linux and IKEA have almost the same share of Buzz. IKEA is the only retail store brand

in the ranking.

Page 11: Top Brands In German Twitter

Top 10 Brands

#4↘ Opel has 3.30% of the Buzz.

↘ Nokia has 3.28% of the Buzz.

↘ O2 has 3.24% of the Buzz.

#5 ↘ Android has 2.58% of the Buzz.

Opel, Nokia and O2 have also almost the same share of Buzz. Opel is the only car

brand in the ranking.

The top 10 brands represents 46.38% of all tweets, i.e. 10705 tweeets.

Page 12: Top Brands In German Twitter

Top brands: positions 1-20

↘ Among the top 20 brands in

Twitter/Germany:

↘ 9 are Technology related:

Apple, Sony, Microsoft, Li

nux, Android, Windows,

HP, LG, Samsung.

↘Porsche

T-Mobile

Windows

HP

Mercedes

LG

Blackberry

Samsung

2,16%

2,07%

1,98%

1,91%

1,81%

1,75%

1,43%

1,42%

↘ 6 are Telecom related:

IPhone, Nokia, O2, Vodaf

one, Blackberry and T-

Mobile.

↘ 4 are Auto brands:

Porsche, BMW, Opel und

Mercedes.

↘ IKEA is alone in its

category as the top 6th

brand.

0,00% 2,00% 4,00% 6,00% 8,00% 10,00%

IPhone

Apple

Sony

Microsoft

Linux

IKEA

Opel

Nokia

O2

Android

Vodafone

BMW

Porsche

9,35%

9,02%

4,69%

3,83%

3,71%

3,38%

3,30%

3,28%

3,24%

2,58%

2,39%

2,37%

2,16%

Page 13: Top Brands In German Twitter

Brands Distribution

46,38%

34,34%

Top 10 Brands

19,27%

Top 10 Brands

Top 11-20 Brands

The 103 brands left

Page 14: Top Brands In German Twitter

Brands Distribution

34,34%

65,65%

Top 20 Brands

The 113 brands left

Page 15: Top Brands In German Twitter

Top #1: IPhone tweet story*

#1 Mentioned in 2159 tweets.

1353 Twitter users have written about IPhone.

IPhone

RT @SevenSnap, die neue Entertainment Shopping

App für das iPhone, verlost ein MacBook Pro. Ich bin

dabei http://de.sevensnap.com/win.php

RT @fscklog: iPhone-Besitzer mit Complete-

Verträgen der 1. Generation werden Tethering laut

Telekom ohne Aufpreis nutzen können. | *tanz*

0 50 100 150 200 250 300 350

app+apps

apple

macbook

tethering

3gs

ipod

@sevensnap

shopping

entertainment

aufpreis

@fscklog

350

109

86

85

83

69

68

68

68

49

46

iPhone: ftw / E-Plus Netz: zum kotzen.Von daher

schon verständlich dass sich Apple die Dt.

Bundespost ausgesucht hat. Ach alle Telkos sucken*Tweetstory is E.Life Tweetmeter automatic summarizing tool.

Page 16: Top Brands In German Twitter

.Top Twitter Users

Page 17: Top Brands In German Twitter

saschalobo

mediapersonal

dutchcowboys

PetraSuetterlin

15226

14866

12403

11959

Apple, Vodafone

HP

Samsung

LG

010000

2000030000

4000050000

6000070000

OlDigitalEye

DirkHenningsen

macTweeter

TorstenNeumann

Werbedisplay

60628

47096

45843

24859

16325

Canon,Aldi

Followers

Ford

Samsung

Nokia

BMW,Sprite,Praktiker

Apple, Vodafone

Page 18: Top Brands In German Twitter

Top Brands according to exposure (no. followers)

Android

Opel

Vodafone

Linux

165.696

145.554

142.089

139.832

0 50000 100000 150000 200000 250000 300000 350000 400000

IPhone

Apple

Microsoft

Sony

Nokia

O2

352.957

325.424

226.157

211.852

193.919

185.385

Page 19: Top Brands In German Twitter

Top German Cities and Twitter users

Berlin

893

30%Frankfurt

195

6%

Stuttgart

177

6%

Hannover

148

5%

Düsseldorf

131

4%

Berlin

Hamburg

Hamburg

624

21%

Munich

504

17%

Cologne

333

11%

Munich

Cologne

Frankfurt

Stuttgart

Hannover

Düsseldorf

Page 20: Top Brands In German Twitter

.Hashtags

Page 21: Top Brands In German Twitter

Top hashtags

#android

#vodafone

#sony

#o2

#linux

#microsoft

202

188

180

179

176

175

↘ Hashtags are very popular: 3602 were identified, almost 1 hashtag for every 6.4

tweets.

0 100 200 300 400 500 600 700

#iphone

#apple

#fail

#ikea

#android

695

524

348

221

202

Page 22: Top Brands In German Twitter

Categories and hashtag #fail

Operating systems

Auto

Supermarkt

Airlines

Bank

5,17%

3,74%

2,59%

1,72%

1,15%

0,00% 5,00% 10,00% 15,00% 20,00% 25,00% 30,00%

Telecom

IT

Smartphones

Eletronics

Furniture, Eletronics and other chains

Operating systems

29,60%

24,71%

14,08%

8,33%

5,17%

5,17%

348 tweets contained the hashtag #fail (1.51% of total tweets).

Page 23: Top Brands In German Twitter

.Retweeting

Page 24: Top Brands In German Twitter

Brands more retweeted

Android

Windows

Nokia

Linux

LIDL

11

10

10

10

9

LIDL is the 10th brand more retweeted, it is also the only that is not in the top 10 brands.

0 5 10 15 20 25 30 35 40

IPhone

Apple

Microsoft

O2

IKEA

Android

38

31

23

15

11

11

Page 25: Top Brands In German Twitter

Users more retweeted

18,75%

17,19%

12,50%

10,94%

9,38%

Page 26: Top Brands In German Twitter

.Conclusions

Page 27: Top Brands In German Twitter

↘ Concentration: few brands concentrate most of the Buzz.

↘ Technology, Telecom and Auto are the top categories.

↘ IKEA has a big presence in Twitter already (the GEEK factor) ☺.

↘ Marketing promotions have a direct impact in tweet volume (see @sevenSnap MacBook

promotion).

↘ As shown in the example of the IPhone, thousands of tweets can be automatically

summarized to give an idea of what is the buzz core.summarized to give an idea of what is the buzz core.

↘ Top influentials do not necessarily talk about the top brands.

↘ Big cities are big in Twitter: Berlin, Hamburg, Munich and Cologne accounts for 79% of all

Twitter Buzz.

↘ Hashtags are big in Twitter and a great way to identify trends, see the #fail example.

↘ Top brands are in general also the most retweeted. Exception was LIDL that did not make it

the global ranking but is however very often retweeted.

Page 28: Top Brands In German Twitter

Some E.Life CustomersSome E.Life Customers

Page 29: Top Brands In German Twitter
Page 30: Top Brands In German Twitter

Jairson Vitorino

[email protected]

http://www.elifemonitor.com