Mindshare Ispy Twitter Research

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  • 1. 1 10/27/2009 Defining Brands Role in the TwitterverseiSpy Wave 5

2. 10/27/20092 Monthly Unique Visitors UK (m) 0 500 1,000 1,500 2,000 2,500 3,000 3,500 4,000 Feb-2008 Mar-2008 Apr-2008 May-2008 Jun-2008Jul-2008 Aug-2008 Sep-2008 Oct-2008captured the digital zeitgeist Nov-2008 Dec-2008 Jan-2009 Feb-2009 Mar-2009 Apr-2009 May-09Twitter has seen spectacular growth in 2009 & Jun-09Jul-09 Aug-09 users 9.13% Internet Source: ComScore, June 2009 3. 3 10/27/2009 A wide range of brands are starting to use Twitter 4. 4 10/27/2009 But most are still working out how to use it 5. 5 10/27/2009 Our research objectives1. Whos using Twitter and how? 2. What are brands doing with Twitter and what dousers think of their presence? 3. What are the rules of engagement for brands in theTwitterverse? 6. 6 10/27/2009 Methodology - Qualitative40 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 ( already following) Pre-task to follow brands Fieldwork Apr-May 2009 7. 7 10/27/2009 Methodology - Quantitative 1. User behaviour sample A random sample of 3,000 drawn from UKbased users Analysis of tweets to identify usagebehaviour 3rd LevelFollower3rd LevelFollower2. Brand Message Tracking2nd Level Analysis of networked message Follower dissemination 2nd LevelFollower Brands tracked included: O2, BA, Thomas2nd LevelCook, Innocent, Howies, Dell, Andrex & Follower Comparethemarket.com 95,000 users & 4m tweets 8. 8 10/27/2009Whos using Twitter and how? 9. 9Twitter particularly strong in London and amongstolder internet users 10/27/2009 19%14% 14% 12%48%49% 53% 46%40% 35% 38% 39% 16% 18%23% 24%54% 52%51% 47%35% 31% 18%23%TwitterFacebook BeboMySpace Twitter Facebook Bebo MySpace 15-24 25-34 35-5455+ MalesFemales 66%71%69% 84%34%29%31% 16% Twitter Facebook Bebo MySpace London Rest of UKSource: ComScore, June 2009 10. 10 Twitter network is much more open than othersocial networks 10/27/20091000+ 5%Number of Followers501-1000 0-10 5% 11%251-50011-50 9% 32%101-25020%51-100 18% Less following of friends and family More of interesting strangers / celebrities / information sources So, less personal yet more open content is tweeted Very different for me...facebook is about mates andTwitter doesnt have all your random school friends so twitter is about thoughts and opinions and your you can say a lot more without thinking about how interests people are judging you (NU 35+) (NU 18-24) Source: Mindshare Twitter Network Analysis 11. 11 10/27/2009 Top 30% of users account for 2/3 of tweets 100%90%80%70%% Contribution 60%I like the idea of random blurbs and thoughts put out 50%Active Login and post frequently there to millions (LG 18-24) Tweeters 40%30% Post infrequentlyi like the fact that it seems Read more than they quite simple, its not too 20% Passive tweetchallenging. but also a great Tweeters Use it as information way of getting instant resource updates, a bit like RSS (LG 10%25-34) 0%0% 10% 20% 30% 40%50% 60%70%80% 90%100% Active % Users TweetersPassive Tweeters Source: Mindshare Twitter Network Analysis 12. 12 Even split between broadcast andconversational tweets 10/27/200960,000Volume of tweets within network Jan-Jun 200950,000 40,000Number Tweets30,000 20,000 10,000 001/01/2009 01/02/2009 01/03/2009 01/04/200901/05/200901/06/2009 Tweets:@ Tweets:Re-Tweets:Source: Mindshare Twitter Network Analysis 13. 13 Tweet frequency drops off after honeymoon period foractive users 10/27/2009 90Average tweets per day by time since joining 807060Tweets Per Day 504030201001 4 7 10 13 16 19 22 25 28 31 34 37 40 43 46 49 52 55 58 61 64 67 70 73 76 79 82 85 88 91 94 97 100Days Active Top 10% AverageBottom 10%Source: Mindshare Twitter Network Analysis 14. 14 Usage patterns mirror socialnetworking, peaking in the evenings 10/27/2009120100Proportion Peak Audience Delivery (%) 80 60 40 20 07 8 9 1011 12 13 14 1516 17 1819 20 21 22 23 Time TwitterInternetSocial Networks Note: Rebased by peak audience delivery Source: Touchpoints / Mindshare Twitter network analysis 15. 15 Traditional use through a browser makes up less than halfof total Tweets 10/27/2009TwitterFox twitterfeed 2%4% Both Mobile &TweetDeckDesktop Applications17% 31% Twitterrific 3% BrowserOtherApplications 49% 11% Tweetie Web Browser 6%43% TwitterFon 4% mobile web3%twhirl 4%Mobile TwitterBerry Applications 20%2% txt 1% Source: Mindshare Twitter Network Analysis 16. 16 Simplicity of Twitters protocol opens door to myriadof uses 10/27/2009 17. 17 10/27/2009 A diverse range of uses which continue to evolveActive Reasons to use TwitterPassiveInformationSelf Expression NetworkingSourcing Entertainment Independent and Stream of Connecting withconsciousnesslike-minded usersreal time observations or people that work Sourcing snippetsinformationin the same of gathering (akin tobusinessentertainment, celeRSS) Ambient intimacy brity news, comedy connections withfriends Potential to use asa search tool 18. 18 Using Twitter for social search is likely togrow 10/27/2009Relatively unused applicationcurrently But respondents are starting touse Twitter for: Opinion gauging Real time news Unadulterated views from realpeople Crowd sourcing 19. 19 Twitter fulfills needs that sit between social networksand search 10/27/2009Networking Communicatingwith friends Static search EntertainmentSelf-expressionInformation sourcingAmbient intimacy social search 20. So what if Google buys Twitter?Search on Twitter will get better but the rest of Twitter may largely remain the sameGoogle however incorporate real time search results around which they can sell targeted advertising 21. 21 10/27/2009Brand usage of Twitter 22. 22To date, brands have broadly taken 4 approaches 10/27/2009All utterly dependent on consumer pullBrandValues in Action Sales PromotionsCustomer Support Engagement PR tool to interact withProviding snippets of Promoting new Acting as a help deskconsumers entertainment products, services orproviding support tooffers consumers Acting as a Small moments ofspokesperson to distraction to engage Distributing vouchersdemonstrate brand with consumersvaluesCompetitionsGauging consumeropinione.g. Compare e.g. Britishe.g. Innocent e.g. O2 the MarketAirways 23. 23 10/27/2009 Values in Action - Innocent Quirky tone expressing brand personality 24. 24 10/27/2009 Brand Engagement - Compare the MarketUsing Twitter to extend life of campaign to those who likedit, without annoying those who didnt 25. 25 10/27/2009 Sales Promotion British AirwaysExpectation of exclusive offers & unlikely to followcontinuously 26. 26 10/27/2009 Customer Support - O2 Opportunity to have contact with brand and get direct response is welcomed 27. 27 Twitter has a huge potential to facilitate Word ofMouth 10/27/2009 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 28. 28 10/27/2009 Concept of network analysis RT @brand Sale on xxxx at http://www.brand.comSale on xxxx athttp://www.brand.comRT @brand Sale on xxxxGreat News from @brand!at http://www.brand.com Brand Message: Sale onSale on xxxx at xxxx athttp://www.brand.com http://www.brand.com RT @brand Sale on xxxxat http://www.brand.com Sale on xxxx atFinally! @brand Sale on http://www.brand.com xxxx at http://www.brand.comSource: Mindshare Twitter Network Analysis 29. 29 Brands vary between high and low activity andfollower bases, affecting their possible WOM 10/27/2009Brand FollowersBrands such as Innocent possess a large base of directly reachable followers12,50411,222 7,9912,332 8001,301 8031,531Andrex Howie'sThomas CookO2 DellOutletUK British Airways Innocent Drinks Aleksandr Cardigan UK OrlovBrand Tweets Brands such as O2 create a large volume of messages, attempting to create a wealth of communication2795 12781298 1016187 158208242 Andrex Howie'sThomas CookO2 DellOutletUK British Airways Innocent Drinks Aleksandr Cardigan UK Orlov Source: Mindshare Twitter Network Analysis 30. 30 The chances of a Re-Tweet occurring, when consideredas a whole are relatively small 10/27/2009 Probability of a Brand Follower Re-Tweeting any one Message0.39%Promotional Tweets seem to fare best 0.12%0.07%0.04%0.03% 0.01%0.01% 0.002%DellOutletUK British Airways Thomas CookAleksandr Innocent Drinks O2 AndrexHowie'sUK OrlovCardiganSource: Mindshare Twitter Network Analysis 31. 31 On Average, Re-Tweets account for 6% of TotalMessage Reach 10/27/2009Proportion of Total Message Reach by Levels4% 2% 8%94%3% 89% Of all the brands, Howies gained thefurthest distribution, out to level 7 Level 0 Level 1Level 2 Direct FollowersFollowers Followers All Brand AverageDell UKSource: Mindshare Twitter Network Analysis 32. 32 10/27/2009 Research key findings 1. Twitters 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 33. 33 10/27/2009Brand rules of engagement 34. 34 10/27/2009 View Twitter as a potentially vitalcomponent in a wider social media strategy 35. 35 10/27/2009 Your brand is already on TwitterPeople are talking about brands on Twitter, so at the very least listen towhat they are saying Some people are searching on Twitter you need to have an officialpresence, as other people may also be claiming to be you People use Twitter in lots of different ways and this should direct howyou choose to engage them So if you do decide to get involved on Twitter here are 36. 36 10/27/2009 a dozen rules of engagement 37. 37 10/27/2009 a dozen rules of engagement1. Give people a reason to follow be entertaining and/or useful 38. 38 10/27/2009 a dozen rules of engagement1. Give people a reason to follow be entertaining and/or useful 2. Complement your wider marketing activity 39. 39 10/27/2009 a dozen rules of engagement1. 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! 40. 40 10/27/2009 a dozen rules of engagement1. 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 41. 41 10/27/2009 a dozen rules of engagement1. 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 42. 42 10/27/2009 a dozen rules of engagement1. 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 43. 10/27/2009 43 Next Steps 44. 10/27/2009 44 45. 10/27/2009 45 46. Listen What are people Identify the mostLook for insights intosaying about yourinfluential twitterIdentify problemstrends and opinionsbrandusers in your industry ParticipateFollow the mostSet up you branded Manage and Resolve Encourage satisfied relevant twitter users twitter page and build problems customers in your sectoryour Tweeting team Build advocacy Initiate conversations onBuild a plan for content so Share news and information subjects your customers are that you Tweets are regular here firstinterested in and interesting 47. 47 10/27/2009Talk to Jeremy and Alastair about howwe can develop bespoke solutions tomonitor and manage brand sentimenton Twitter and other digital [email protected]@mindshareworld.com