microsoft twitter presence analysis -
DESCRIPTION
www.socialook.net We analysed Microsoft's twitter activity. We used a different approach, by analysing not only the corporate but also the employee accounts. The results showed that employees generate 25x times more engagement than corporate accounts for company related tweets. View full report for more The data was gathered with SociaLook (www.socialook.net).TRANSCRIPT
www.socialook.net
Twitter Communication Analysis
19-25 November 2012
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Executive Summary
� Most Twitter employees are from US, followed by UK, Canada and Australia
� Top managers have the highest influence levels, followed by employees without management positions and respectively, by middle management
� Employees have 6 time less unique followers than corporate accounts, but only 34% of them overlap, increasing the potential reach of the company by 12%
� Employees tweet more than twice as much as corporate accounts, but the latter share 2 times more company-related URLs
� Corporate accounts’ engagement/tweet/follower is 25x less than that generated by employees, and 11x less than what other accounts generate (i.e. those not related to the company)
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Sample Description
• 1414 employee accounts* were analyzed from Twitter
• 189 corporate accounts were also analyzed
• The timeframe covered in this report is 19-25 November 2012
*We only considered employees that specifically mentioned in their bio that they work for Microsoft
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Employee Twitter Accounts Activity* Analysis
� 23% of the employees were active in the last 24h
� 51% in the last week
� 73% active in the past
month
Last 24h
Last Week
Last Month
Last Year
More than 1 year
No Tweets
Protected
0 200 400
45
15
48
215
301
395
330
*For 65 accounts, the data could not be obtained due to 3‘rd party technical constraints
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Employees/Hierarchy Level
� 11% Top managers
� 20% Middle Management
� 69% have no management
position Other69.5%
Middle Management19.9%
Top Management10.6%
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Microsoft Twitter Employees/Department
� 730 Technical
� 213 Marketing
� 35 Sales
� 21 HR
� 10 Retail
� 405 other*
Retail1%
Marketing15%
Sales2%
Other29% HR
1%
Technical52%
*The “other” department consisted of employees that didn’t share a position in their bio or didn’t belong to any of the 5 departments
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Microsoft Twitter Accounts/Country
� 42% of employees are from US
� 7% are from the UK
� 9% are from other
countries (37 countries)
United StatesUK
CanadaAustralia
IndiaNetherlands
FranceGermanySweden
BrazilOther
0 150 300 450 600
1311313151622243140
100588
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Twitter Influence/Hierarchy
� Most of Middle Management
influence levels in the 11 - 20
range
� Most top managers influence
levels in the 41-50 range
� Non-managers influence levels
mostly between 21 and 30 and
most numerous at highest
influence levels
0
70
140
210
280
350
N/A 1-10 11-20 21-30 31-40 41-50 51-60 60+Other Middle ManagementTop Management
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Twitter Influence/Department
� Marketing employees most
influential: average influence
41 - 50
� Most departments have their
influence levels between 11
and 30
0
70
140
210
280
350
N/A 1-10 11-20 21-30 31-40 41-50 51-60 60+
Technical Other Marketing SalesHR Retail
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Employee Activity: Tweet categories
• Employees are mostly
replying to other tweets
• URLs and retweets are
about 38%
Personal16%
URL21%
Mention9% Retweet
17%
Reply37%
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Employee Activity: Shares/Account Type
� Employees share more
than two times more
information than corporate
accounts
� However, employees share
only 56% company-related
information compared to
corporate accounts
0
5,000
10,000
15,000
20,000
Corporate Employee
299530
6468
2591
16241
7854
Total Tweets URL SharesCompany specific URLs
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Employee Followers Distribution
• On average, Microsoft employees
have ~600 followers
• Employee accounts have about 6
times less total followers than
corporate accounts
• However, only 34% of these
followers are present in corporate
accounts
• Therefore, employees are a source
of fresh followers 0
1,000,000
2,000,000
3,000,000
4,000,000
Corporate Employees Overlap
197,556581,031
3,345,031
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Employee Reach* Analysis
• Company related messages shared by
employee accounts are reaching 107 times
less people than the corporate accounts
• Company related messages shared by
people outside the company reach 8 times
less people than that of corporate
accounts
• The difference can be explained by:
• Very low number of company specific
URL shares by employees
• Employees have smaller audiences
than corporate accounts 0
7,500,000
15,000,000
22,500,000
30,000,000
Corporate Employees Other
3,032,803
226,909
24,437,813
*Reach is calculated only for company specific URLs. Reach measures the potential number of people that the company’s messages are reaching
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Employee Engagement
• Corporate accounts generate less than
half the total engagement for company-
related messages
• Employees create 9% of the total
engagement
• Microsoft employees generate 25x more
engagement/tweet/follower than
corporate accounts
• Accounts from outside the company
generate 11x more engagement/tweet/
follower than corporate accounts
Other53%
Employees9%
Corporate38%
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Contact
� For details, get in touch with Horatiu Mocian ([email protected], @horatiumocian)
� An online version of the report can be found here: http://bit.ly/VasiI6