Post on 02-Nov-2014
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Twitter Stats & Case Studiesby incitez
June 2011
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incitezcreating data-driven viral campaigns
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Research and study about Twitter
Twitter Statistics
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It took Twitter
3 years, 2 months & 1 day to reach the 1st billion tweets
Source: Twitter, March 2011
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Now, it takes 1 week to generate 1 billion tweets.
Source: Twitter, March 2011
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50 Million Tweets per day in 2010
Source: Twitter, March 2011
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140 million Tweets per day in 2011
Source: Twitter, March 2011
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460,000 new accounts created per day
Source: Twitter, March 2011
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Fortune 500 Companies with a Twitter Account
2009 2010
60%
35%
Source: Source: University of Massachusetts Dartmouth Center for Marketing Research
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Fortune 500 Companies with a Twitter Account
#1-#100 #101-#200 #201-#300 #301-#400 #401-#500
16%17%17%
25%25%
18%
11%13%
19%
39%
Source: Source: University of Massachusetts Dartmouth Center for Marketing Research
By Rank
2009 2010
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A Tweet is worth
$5for daily deals sites
Source: ChompOn, Feb 2011
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A Twitter “Follow” is worth $2 for daily deals sites.
Source: ChompOn, Feb 2011
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people who use Twitter congregate online according to their mood, not
just by age or similar interestsPeople who are happier on the social network tend to re-tweet or reply to others
who are happy, too.
Source: Cornell University, March 2011. http://arxiv.org/abs/1103.0784
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Pointless babble Conversational Pass-along value Self-promotion Spam News
4%4%6%9%
38%41%
Most tweets pointless babble
Source: Jeremy Dean, University College London 2010
incitezSource: Pew Internet & American Life Project 2009
incitezSource: Pew Internet & American Life Project 2009
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More women (55%) than men on Twitter
Source: Harvard Business Review 2009. http://bit.ly/88r1p4
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On avg, men had 15% more followers than women
Source: Harvard Business Review 2009. http://bit.ly/88r1p4
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men twice as likely to follow another man as they were a woman
Source: Harvard Business Review 2009. http://bit.ly/88r1p4
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women 25% more likely to follow men
Source: Harvard Business Review 2009. http://bit.ly/88r1p4
incitezSource: Mor Naaman Rutgers University, 2010
Meformers80%
Informers20%
shared information and replied to other users
mostly sent out information about themselves.
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Twitter trends rarely last longer than a week and usually no more
than a few days.
Source: http://an.kaist.ac.kr/traces/WWW2010.html
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85% of Twitter trends are news-related
Source: http://an.kaist.ac.kr/traces/WWW2010.html
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10% of Twitter users contribute
90% of the tweets
Source: Heil & Piskorski, 2009
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Exclusive deals or offers
I am a current customer
Interesting or entertaining content
Other people I know are fans of this brand
Service, support & product news
other 0.4%
3.5%
6.3%
22.7%
23.5%
43.5%
Primary Reason US Internet Users Follow A Brand on Twitter
Source: Razorfish 2009
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Twitter users spent more than average, and more than most visitors to
Facebook.
Source: comScore, "State of the US Online Retail Economy in Q1 2010", May 27, 2010
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Celebrities seem to have large amounts of followers with low
Twitter authority levels
Source: Sysomos 2010
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8 in 10
Twitter Users Within 5 Steps or Less
Source: Sysomos 2010
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1 in 5 Tweets is
Brand-Related
Source: Penn State University 2009
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43% of Twitter account holders utilize the service through a mobile device compared to 34% and 9% for Facebook
and LinkedIn respectively
Source: Compete 2011
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17% of Twitter users tweet about a TV show while watching the show
Source: Compete 2011
incitezSource: Compete 2011
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More Likely to Purchase
47%
56%
Twitter Facebook
Source: Compete 2011
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Twitter followers are much more likely to use the platform for “updates
on future products” than Facebook fans
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Twitter campaigns from Nestle, Orange, Volkswagen, Kraft, Ben & Jerry, Radioshacks, Jeep
9 Case StudiesCreative Twitter Campaigns
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Tweets Posted within An Ad Unitthat can appear anywhere on the web
Nestle Juicy Juice
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Tweet to Win 30K MilesAmerican Airlines
Participants had to register their AAdvantage number on a microsite, tweet the #Deal30 hashtag and follow the @AAdvantageaccount to enter for a chance to win 30,000 AAdvantage miles.
via @mashable
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Given a valuable enough incentive, users will complete several registration steps for entry. The requirement to share a specific tweet
and hashtag to an entrants own social network is what drove the success of this promotion, especially given that it wasn’t heavily supported by other media channels. In the future, we’d probably require that users take fewer
steps for entry in order to increase the total number of entrants. Including a specific and unique hashtag was essential for tracking
purposes.
Colin Alsheimer, AAdvantage community manager
via @mashable
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Tweets Turned into Movie VoiceoverOrange asked Twitter users to share their summer plans starting with
'This Summer' or tweet them using #thissummer to getmovie-voiceover treatment. http://bit.ly/jaBl5G
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Festival tickets location revealed via Google Map when based on how many people shared the
hashtag #foxatplanetaterraVolkswagen. The hashtag became a trending topic in Brazil in 2 hours
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Tweets Transformed into TV Ads5 tweets about Kraft’s Macaroni & Cheese were converted into TV ads.
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Making use of unused characters to promote the cause
Ben & Jerry, fairtweets.com
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Users Tweeted Photos Transformed with a mask & cape and Tweeted back to User
Radioshacks
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Solving puzzles using several different images from 371 Twitter profiles
Jeep
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A smartphone (campaign focus) was packed in gift boxes and covered with post-its. Players had to tweet what was written on the post-its to unwrap the boxes.
Turkcell
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http://www.incitez.com/whitepaper
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Contact us for social media strategy & campaign development
Rocky Fu, Director of Digital Strategies, Incitez
Twitter: @rockyfuBlog: http://www.rockyfu.com/blogEmail: rockyfu@incitez.com
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