Twitter & the Consumer-Marketer Dynamic

Twitter & the Consumer-Marketer Dynamic A look at how consumers and brands are using Twitter – and how marketers can apply consumer use patterns to improve their own presences on the platform. A 360i White Paper July 2010

Key Finding 1: Twitter is primarily for people, not corporations.
More than 90% of tweets come from consumers
Only 12% of consumer tweets mention a brand
SHARE OF CONTENT/CONVERSATIONS ON TWITTER

Key Finding 1: Twitter is primarily for people, not corporations.
Top categories of consumer brand mentions are: Social Network ( 22% of mentions), Entertainment ( 17% ) or Technology ( 17% )
The top brands mentioned on Twitter are Twitter itself, Apple products/brands and Google
TOP INDUSTRY CATEGORIES BY SHARE OF BRAND MENTIONS

Key Finding 2: Twitter makes the private space public.
Twitter remains an important tool for listening to what consumers are saying in a mostly un-filtered, un-moderated environment .
94% are personal (vs. professional/self-promotional)
92% of tweets are public (unprotected)
PROTECTED VS. UNPROTECTED TWEETS

Key Finding 3: Companies tend to talk at people – not with them.
The opportunity for marketers to become part of the conversation remains vast.
43% of consumer tweets are conversational (@replies to other users)
Yet only 12% of all marketer tweets demonstrate active dialogue with consumers
CATEGORIES OF STATUS UPDATES AMONG CONSUMERS

Conclusion
Though many people perceive Twitter as a place for random status updates, re-tweets and marketing messages, this study shows how Twitter is largely a reflection of everyday conversation .
Twitter is dominated by the voice of the consumer and consists primarily of two-way conversations – the real value for marketers is in creating an ongoing dialogue with consumers that enables brands to become a more meaningful part of people’s everyday lives.
Download the complete report: http://www.360i.com/TwitterWhitepaper

About Us
360i is an award-winning digital marketing agency that drives results for Fortune 500 marketers through insights, ideas and technologies. 360i helps its clients think differently about their online presence and evolve their strategies to take advantage of the new world of marketing communications – one where brands and consumers engage in interactive and multi-directional conversations. Current clients include Kraft Foods, JCPenney, Coca-Cola, NBC Universal and H&R Block.
For more information, please visit http://www.360i.com/ .
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Twitter & the Consumer-Marketer Dynamic

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