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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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.Top Brands in German TwitterAnalysis of 133 brands in 20 Categories in tweets in German
September 2009
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
.Sample Definition
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.
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
.Results
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
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%
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%
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.
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.
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%
Brands Distribution
46,38%
34,34%
Top 10 Brands
19,27%
Top 10 Brands
Top 11-20 Brands
The 103 brands left
Brands Distribution
34,34%
65,65%
Top 20 Brands
The 113 brands left
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.
.Top Twitter Users
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
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
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
.Hashtags
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
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).
.Retweeting
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
Users more retweeted
18,75%
17,19%
12,50%
10,94%
9,38%
.Conclusions
↘ 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.
Some E.Life CustomersSome E.Life Customers