making sense of twitter - msm 2010 london
DESCRIPTION
Making sense of Twitter: A monitoring and analysis case studyTRANSCRIPT
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MAKING SENSE OF TWITTER:A MONITORING & ANALYSISCASE STUDY
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SOCIAL MEDIA: THE NEW VOICE OF THE MARKET?
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BRANDS ARE AT THE HEARTOF SOCIAL MEDIA CONVERSATIONS
88% of French web users expect brands to enter to
enter the conversations (CSA – March 2009)
59% of French web users frequently visit branded
communities and hubs (Performics – June 2010)
40% of French Facebook users like at least one
brand (OpinionWay – Octobre 2010)
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THE 4 GOLDEN RULES OF CONVERSATION
1. LISTENING ≠ HEARING
2. UNDERSTANDING ≠ MEASURING
3. ENGAGING ≠ ADVERTISING
4. LONG TERM ≠ INSTANT
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TWITTER: A PRECURSOR OF FUTURE WEB USAGE?
Creating and transmitting information: journalists and blogers, PR professionals, brands
Sending automated tweets (RSS feeds, twittbots): media, web news sites, e-commerce
Sharing private life, personal feeling, web discoveries, buzz : personal users and people
Monitoring and sharing professional information: digital marketing, SM and MarCom professionals
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TWITTER IN A SMM PROJECT
Monitoring and analysing Twitter is useful for three main reasons:
For itself to analyse the content of the messages and images shared
To detect links to interesting information
As an alert system on hot topics and emerging issues
Furthermore, thanks to its open API, monitoring set up is very easy
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CASE STUDY
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INTRODUCTION
A FMCG market
Brands with IRL points of sales
A global ongoing SM Monitoring & Analysis project
9 competitors monitored
20,000 different sources monitored and more than 100,000 documents collected, qualified and analysed per year
Twitter’s weight among all documents collected: 82%
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METHODOLOGY (1/3)
Collection of 45,438 tweetsfrom the 01/01 to 15/09
24,042 factual tweetsAnalysis
Tweets with url Tweets without url
Analytical sample1,000 tweets
Analysis base21,396 meaningful tweets
Analytical sample1,000 tweets
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METHODOLOGY (2/3)
1,000 tweets with url
Qualification
Main expression theme: brand, corporate/communication, products, services & employment
Subject/news having ignited conversation
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METHODOLOGIE (3/3)
1,000 tweets without url
Qualification
Intention: initial tweeting reason (expression, question, transmission or comment on an information)
Main expression theme: brand, corporate/communication, products, services & employment
Attitude, behaviour or opinion expressed around main expression theme
12 patterns detected
3 opinions:positive, negative and neutral opinion
3 behaviours:consumption, buzz, chit chat
6 attitudes:expectation, announcement, question, notification, confirmation, recommendation
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ANALYSIS – THE WEIGHT OF FACTUAL TWEETS
53% of all tweets are factual vs. 31% for other types of documents: users only quote brands/products or their visit to a specific point of sales
No analytical value except for Share of Voice assessment
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ANALYSIS – MEANINGFUL TWEETS
47% of all tweets: beyond products/brands and points of sales, an action, a sentiment, an opinion is expressed
85 meaningful tweets on average per day: a 200%increase over 8 months !!!
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ANALYSIS – MEANINGFUL TWEETS
11,818 «twitterers » for 21,396 tweets : 1,8 tweet on average per user
68% only twitted once
4% twitted more often than once a month
Only 10 of them twitted more than 30 times: this top 10 accounts for 5% of all tweets. The top 100 accounts for 17% of all tweets
No 20 80 rule: a few hardcore users, but lots of casual twitterers
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ANALYSIS – MEANINGFUL TWEETS
Top 20 twiterrers:
12 hardcore «twitterers » tweeting and retweeting on everything (users who twitted on average 30,000 times since they use Twitter)
4 buzz and digital marketing specialised blogers: interesting influencers for digital and offline campaigns
2 employees of one of the brands
1 corporate stakeholder who twitted because of 3 major corporate crisis
1 sector blog: specialised in brands and products
Large volumes from generalists and identification of interesting influencers
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ANALYSIS – MEANINGFUL TWEETS WITH URL49% of all meaningful tweets
An information transmission logic
Corporate information (business, finance, MarCom) is ahead. Information on products and services, mainly innovations, is shared by a user in 5.
Corporate
Products
Services
Employment
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ANALYSIS – MEANINGFUL TWEETS WITH URL
Key news/events drive tweeting:
Almost half of meaningful tweets with url are due to 15 news/events with the two main accounting for 20% of them
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ANALYSIS – MEANINGFUL TWEETS WITH URL
Among these 15 news/events, we found:
6 buzz on ads and digital campaigns (11% of the volume)
2 buzz on corporate crisis (18% of the volume)
2 buzz on new services (5% of the volume)
2 buzz on product launches (3% of the volume)
2 buzz on corporate issues (2% of the volume)
1 buzz on SM strategy of one of the brands (5% of the volume)
Helpful insights and measures for corporate crisis management and campaigns effectiveness assessment
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CRISIS MANAGEMENT
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ANALYSIS – MEANINGFUL TWEETS WITHOUT URL51% of all meaningful tweets
A spontaneous expression logic:
Two thirds of spontaneous expression for one third of information transmission, comment or seeking
Spontaneous expression
Information transmission
Comments on information
Information seeking
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ANALYSIS – MEANINGFUL TWEETS WITHOUT URLInformation on every brand topics:
All themes from corporateto operational are covered
6%
7%
9%
9%
14%
16%
18%
21%
Employé
Référence
Prix/promo
Services
Expérience PdV
Marque
Communication
ProduitsProducts
Communication
Branding
POS experience
Services
Price/promotion
Pointless reference
Employee feedback
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ANALYSIS – MEANINGFUL TWEETS WITHOUT URLA third of these tweets are expressing opinions:
Mainly negative comments on advertising campaigns, whereas products and services drive positive comments
An analytical value for ad testing and for products/services evaluation
Negativecomments
Positivecomments
Balancedcomments
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TRACKING OPINIONS TO CREATE BRANDED CONTENT
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ANALYSIS – MEANINGFUL TWEETS WITHOUT URLA third of these tweets are expressing behaviours:
Importance of pointless discussion about products. Lots of online buzz discussed. Interst in understanding specific usage and consumption situations
Chit chat
Buzz
Consumption
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FROM BEHAVIOURS AND OPINIONS LISTENING TO ENGAGEMENT
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ANALYSIS – MEANINGFUL TWEETS WITHOUT URLA third of these tweets are expressing attitudes:
The expression of expectation is far ahead. Announcement and anticipation of new services and products follow. 3% of these tweets are actual recommendations
Expectation
Announcement
Question
Notification
Confirmation
Recommendation
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TRACKING AND MANAGING EXPECTATION
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RECOMMENDATION AS A PROMOTION DRIVER
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AS A CONCLUSION
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TWITTER AS AN INSIGHT SOURCE
Useful and unique vs. other MR tools for understanding immediate experience with TV ads, point of sales, etc.
Has to be taken in a global SMM perspective
Has to be analysed in the long term to gather value information
Despite its short format, needs to be analysed through specific qualification patterns
Has to be processed through text mining AND human approach to detect language subtleties and nuances
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TWITTER AS A DIGITAL STRATEGY OPPORTUNITY
A tool for alerting and measuring
A tool for crowdsourcing content creation
A tool for brand promotion
A tool for customer care