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Employee Brand Ambassadorship on Twitter

Case Study General Electric

October 2013

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Table of ContentsIntroduction

Executive Summary Background Analysis

1. Most Recent Tweet 2. Department Breakdown 3. Hierarchy Levels 4. Top Countries

Network Analysis 1. Total Followers 2. Followers Breakdown 3. Most Recent Tweet 4. Top Companies 5. Top Positions 6. Top Countries 7. Followers Audience Distribution 8. Top Followers by Audience

Activity Analysis 1. Tweet Types 2. Influence Distribution 3. Most Influential Employees 4. Top Tweets 5. Top Hashtags 6. Top Advocates 7. Shares 8. Potential Impressions 9. Engagement

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Introduction� We analyzed the worldwide Twitter communication of GE’s employees, for the month of

October 2013

� A total of 1057 employees and 49 corporate accounts were analysed

� We focused on employees that publicly mentioned their affiliation with GE in their Twitter profiles

� The report is composed of three sections: I. Background Analysis - deals with understanding who the employees are on Twitter

(positions, countries, etc.) II. Network Analysis - focuses on understanding who the company’s employees are

following and who follows them III.Activity Analysis - deals with employee activity, how influential they are and how their

company-related messages are reaching the audience in terms of reach and engagement

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Executive Summary� Most employee accounts are from the US (287), UK (59), and India (46), all other countries

having less than 21 accounts.

� The total audience of the corporate accounts is almost 3.5 times larger than the one of the employees, but the overlap between followers is only 20%.

� Employees share 2 times more general tweets than corporate, but only 1 in 10 tweets from employees contain a company-related keyword, compared to almost 1 in 3 tweets from corporate accounts.

� Corporate tweets about the GE brand reach a much broader audience, but the engagement per tweet per follower is about 6 times bigger for employees.

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I. Background Analysis� This section analyses the background of the company’s employees that

have a Twitter presence

� It displays the following information: � Most Recent Tweet � Department Breakdown � Hierarchy Levels � Top Countries

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I.1. Most Recent Tweet*� 10% of employees active in the

past 24h

� 27% active in the past week

� 6% inactive accounts

Yesterday

Last Week

Last Month

Last Year

1 year+

Inactive

Protected

0 450 900

126

66

848

720

422

272

101

*Data couldn’t be obtained for 17 accounts due to 3’rd party constraints. The analysis data is relative to the day when the report was generated.

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*The “other” category includes employees that didn’t belong to any department or didn’t have a specific position.

I.2. Department Breakdown� Top departments:

� Technical (191)

�Marketing (168)

�Sales (58)Other 58%

HR 3%

Sales 5,5%

Marketing 15,9%

Technical 18,1%

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I.3. Hierarchy Levels� 825 accounts (78%) - Non-

Management

� 192 accounts (18%) - Middle Management

� 40 accounts (4%)- Top Management

Top Management 3,8%

Middle Management 18,2%

Non-Management 78,1%

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� 44% of employees belonged to the top 10 countries

�Most employees are from the US

I.4. Top CountriesUS

UK

India

Australia

Germany

Canada

France

Saudi Arabia

Italy

South Korea

0 75 150 225 300

11

11

12

13

16

16

21

46

59

287

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II. Network Analysis� This chapter focuses on understanding who is following your company’s employees on Twitter

(Followers)

� It displays the following information about their network:

� Total Followers

� Followers Breakdown

� Most Recent Tweet

� Top Companies

� Top Positions

� Top Countries

� Followers Breakdown

� Followers Audience Distribution

� Top Followers by Audience

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II.1. Total Followers*� Employee followers represent

27% of corporate followers

� 20% of the employee audience overlaps with the corporate one

*The data represents unique followers. If an account follows more than one employee, it is only counted once.

Num

ber o

f fol

low

ers

0

125.000

250.000

375.000

500.000

Corporate Employees Overlap

24.616

123.976

451.550

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II.2. Followers Breakdown

*The data represents unique followers. If an account follows more than one employee, it is only counted once.

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Twitt

er A

ccou

nts

0

180

360

540

720

900

0 - 100 200 - 400 600 - 800 1000 - 50003127122781111

804

�Most employees have between 0 and 100 followers

� There are 3 employee accounts with more than 5000 followers

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II.3. Most Recent Tweet

Last 24h

Last Week

Last Month

Last Year

1 Year +

Inactive

Protected

0 4.000 8.000

488

323

7.773

6.589

4.864

3.803

1.980

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II.4. Top Companies

Microsoft

Apple

Oracle

IBM

HP

Facebook

Dell

Cisco Systems

Honda

Razorfish

0 25 50

3

4

6

6

8

8

9

9

11

50

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II.5. Top PositionsFollowers Positions

Marketing

Social Media

PR

Consultant

Designer

Engineer

Sales

Marketer

Director

CEO

0 50 100 150 200

46

52

53

53

56

60

76

92

111

197

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II.6. Top CountriesFollowers Countries

USA

UK

Australia

Spain

Canada

Mexico

India

France

Saudi Arabia

Netherlands

0 1.500 3.000

54

58

100

119

142

158

348

374

454

2.697

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II.7. Followers Audience Distribution�Most accounts that

are following the company’s employees have between 0 and 100 followers

� ~11% of employee followers have more than 5000 followers

Twitt

er A

ccou

nts

0

600

1200

1800

2400

3000

0 - 100100 - 200200 - 400400 - 600600 - 800800 - 10001000 - 50005000+

9701198

315439

656

11211114

2771

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II.8. Top Followers by Audience

* Ratio represents the number of followers an account has, divided by the number of accounts it is following.

Account Followed Employee Following Followers Ratio*

1. @billplaschke @lancefaul 160 111.078 694

2. @marijomariscal @alexreca91 39 11.580 296

3. @bitcoinwebhost @lynne_oconnor 211 46.108 218

4. @keithurban @nicole_weber 9.781 1.595.972 163

5. @r_albiazul @dagr8maycol 15 1.306 87

6. @archforhumanity @agmilmoe 2.369 202.428 85

7. @geaviation @bradbrougher 649 48.015 73

8. @geaviation @marcluley 649 48.015 73

9. @jordan_bridges @agmilmoe 4.769 286.046 59

10. @humphryslocombe @agmilmoe 4.769 286.046 59

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III. Activity Analysis� This chapter focuses on understanding the employees’ activity on Twitter

and on measuring the reach and engagement for tweets about the company

� It contains the following analyses: 1.Tweet Types 2. Most Influential Employees 3. Top Tweets 4. Top Hashtags 5. Top Ambassadors 6. Shares 7. Potential Impressions 8. Employee Engagement

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III.1. Tweet Types

Personal 16%

Mention 16%

URL 18%

Reply 19%

Retweet 30%

� Employees are mostly retweeting other

tweets (3,032 tweets)

� There are 1,852 tweets that contain URLs

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III.2. Influence Distribution�Most employees influence

levels in the 11-20 range

� 4 employees have influence levels above 60

Twitt

er A

ccou

nts

0

100

200

300

400

500

Klout Influence LevelN/A 1-10 11-20 21-30 31-40 41-50 51-60 60+

4105871

135

484

20

275

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*Klout (www.klout.com) was used to measure employee influence

III.3. Most Influential* EmployeesTwitter Handle Name Influence Score

1. @jeffimmelt Jeff Immelt

2. @andrewcrow Andrew Crow

3. @bethcomstock Beth Comstock

4. @jayfurr Jay Furr

5. @kwertz Kirsty Wertz

6. @guzforster Guz

7. @murphyglobal Cory Murphy

8. @imjb2u Jonathan Ballon

9. @johnlaw3742 John Lawrence

10. @kimberlytam Kim Tam

11. @lindaboff Linda Boff

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III.4. Top TweetsTwitter Handle Name Tweet Retweet

1. @jeffimmelt Jeff Immelt New #GE report published - predicting gas to be 26 percent of global primary energy consumption by 2025 #AgeOfGas http://t.co/cRvVr0cWjn 20

2. @jeffimmelt Jeff Immelt Pic of me onstage with GE 50,000+ pound Blowout Preventer at #IndustrialInternet meeting. http://t.co/wom2xVeouc 15

3. @lindaboff Linda Boff Love GE and Miley Cyrus comparison. http://t.co/MuGvPnJRBU @bethcomstock 10

4. @lindaboff Linda Boff A marketing mind is a terrible thing to waste. Great closing line by GE superstar CMO @bethcomstock at ANA masters of marketing summit. 8

5. @randialterman Randi Alterman 50 billion machines will connect to the internet in the next five years. @bernieanger #GEconnect 5

6. @andrewcrow Andrew Crow "What Miley Cyrus Can Learn From GE”. Yes, you read that right. http://t.co/jrS4uR5koG 5

7. @jojijoykutty Joji Joykutty Portable ECG machines at GE healthcare stall #techmela ...made in India For India...:-! http://t.co/XBZbM5oMk6 5

8. @captstevefulton Steve Fulton "Is RNP the Eventual Future of Air Navigation?"...Yes! Read how @GEAviation continues to lead the deployment of RNP: http://t.co/mOFgcLJNsV 5

9. @eszterforcee N/A How to promote engineering? Fasten your seatbelts: open night at the GE EDC and Warsaw Institute of Aviation http://t.co/FqvbCD5Zuw 4

10. @lca_walsh Louisa Walsh @JenBrockie doing a fantastic job moderating the discussion tonight at #Australia2_0 @GEAustralia @FinancialReview 4

11. @bethcomstock Beth Comstock Brilliant! "@lindaboff: 57k pound blowout preventer on stage at GE's #MM13 Chicago. Big iron at its finest. http://t.co/9ArqzIdAij" 4

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III.5. Top HashtagsHashtag Retweets Mentions

1. #industrialinternet 134 221

2. #fb 7 90

3. #TechMela 16 73

4. #breastcancer 22 68

5. #GE 40 66

6. #Australia2_0 27 44

7. #jobs 8 38

8. #bigdata 20 34

9. #AtWork2013 4 32

10. #GEConnect 14 28

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III.6. Top AdvocatesTwitter Handle Name Company Tweets Company Retweets

1. @sdefache Suzanne Defache 126 51

2. @jamescurnow4 James Curnow 62 1

3. @jojijoykutty Joji Joykutty 51 12

4. @allijcohen Allison J. Cohen 42 5

5. @shaunda Shaunda 40 9

6. @shyamvaran Shyam Varan Nath 35 4

7. @gpetroff gpetroff 35 8

8. @juliedillswood Julie Dills Wood 28 2

9. @ryzner Kyle Reissner 27 5

10. @randialterman Randi Alterman 24 11

11. @ralph_erik_x Ralph Erik Exton 23 0* ‘Retweets’ represents the number of retweets for tweets about the company.

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III.7. Shares� Employees share 2.2x more

tweets and 1.3x more URLs than corporate accounts

� Employees share 300 less company tweets*, and 500 less company URLs* than corporate accounts

Num

ber o

f Tw

eets

0

2.750

5.500

8.250

11.000

Corporate Employee

9061.429

3.4482.543

1.1101.394

10.045

4.560

Total Tweets Company Tweets Total URLsCompany URLs

* Tweets and URLs about the company contain a keyword about the company.

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III.8. Potential Impressions*

* Potential Impressions measure how many times a tweet from corporate or employees could have been seen by Twitter users. ** The ‘Company Reach’ category contains URLs, Hashtags and mentions about the company.

Reac

h Le

vels

0

50.000.000

100.000.000

150.000.000

200.000.000

Corporate Employees678.423

23.179.762

5.714.008

199.246.740

Total Company Reach**

�Corporate messages are potentially seen by 33x more Twitter users than employee messages

� For company-related tweets, corporate messages are potentially seen by 38x more Twitter users than employee messages

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III.9. Employee Engagement*Engagement Analysis

Enga

gem

ent

0

1.500

3.000

4.500

6.000

Corporate Employees

291

1.7961.530

5.795

Total Company Engagement**

�Corporate generates 3.8x more engagement than employees for regular tweets

�Corporate generate 6x more engagement than employees, for company-related tweets

� The engagement/tweet/follower for regular tweets is 9x bigger for employees when compared to corporate

� The engagement/tweet/follower for company-related tweets is 5.5x bigger for employees when compared to corporate

* Engagement represents the way an audience interacts with a tweet and is calculated by counting its retweets.** The ‘Company Engagement’ category contains URLs, Hashtags and mentions about the company.

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