Top Brands In German Twitter

.Top Brands in German Twitter Analysis of 133 brands in 20 Categories in tweets in German September 2009

Contents ↘ Sample Definition ↘ All 20 Categories ↘ Results ↘ Top Categories ↘ Top Brands and Brand Distribution ↘ Number ONE Brand and tweet story ↘ Top Twitter Users ↘ Hashtags and Retweeting ↘ Conclusions

.Sample Definition

Sample Definition Global brands and local brands ↘ Source: www.interbrand.com and relevant local brands (Lufthansa, Bionade) Data gathering Technology 20 Categories E.Life Tweetmeter uses Twitter Search API to gather 133 Brands any tweet mentioning one or more of the 133 brands from 17th August till 31th August. 23083 tweets. 8489 Twitter unique users.

All 20 Categories 133 brands distributed in 20 Categories ↘ E.Life Tweetmeter collected tweets including on of the 133 brands. A-B E-F-I K-L-M-O S-T Airlines Eletronics Cosmetics Shoes and Cars Food Credit Cards Sportwear Car tires Beverages Smartphones Luxury brands Supermarkets Banks Fastfood chain Clothing Retail Furniture, Eletronics Telecom Beer IT and other chains Operating Systems

.Results

Top Categories Retail: 3,38% Operating Systems: 8,27% IT: 4,76% IT Auto Telecom: 7,69% 7 Categories, out of Electronics 20, accounts for 65.66% Smartphones Telecom of the buzz Operating Systems Auto: 9,64% Retail Smartphones: 10,78% Electronics: 11,13%

Top 10 Categories Shoes and Sportswear 1,89% Fast food 2,85% Supermarket 3,68% Furniture, Eletronics and other chains 5,61% Operating systems 8,80% Telecom 10,18% Smartphones 10,78% Electronics 14,45% Auto 15,30% IT 16,77% 0,00% 2,00% 4,00% 6,00% 8,00% 10,00% 12,00% 14,00% 16,00% 18,00% The top 10 categories represent 90.32% of all tweets, i.e. 20849 tweeets.

Laggards Autotyres 0,06% Cosmetics 0,13% Credit Cards 0,31% Luxury brands 0,93% Beverages 1,11% Food 1,15% Bank 1,31% Beer 1,38% Clothing Retail 1,56% Airlines 1,74% 0,00% 0,20% 0,40% 0,60% 0,80% 1,00% 1,20% 1,40% 1,60% 1,80% ↘ Luxury brands, Credit cards, Cosmetics and Autotyres accounted for less than 2% of the buzz.

Top 10 Brands ↘ Apple (9.02%)and IPhone #1 Apple (9.35%) have together circa 18.37% of the Buzz. IPhone #2 ↘ Sony has 4.69% of the Buzz. ↘ Microsoft has 3.83% of the Buzz. #3 ↘ Linux has 3.71% of the Buzz. ↘ IKEA has 3.38% of the Buzz. Microsoft, Linux and IKEA have almost the same share of Buzz. IKEA is the only retail store brand in the ranking.

Top 10 Brands ↘ Opel has 3.30% of the Buzz. #4 ↘ Nokia has 3.28% of the Buzz. ↘ O2 has 3.24% of the Buzz. #5 ↘ Android has 2.58% of the Buzz. Opel, Nokia and O2 have also almost the same share of Buzz. Opel is the only car brand in the ranking. The top 10 brands represents 46.38% of all tweets, i.e. 10705 tweeets.

Top brands: positions 1-20 Samsung 1,42% Blackberry 1,43% ↘ Among the top 20 brands in LG 1,75% Twitter/Germany: Mercedes 1,81% ↘ 9 are Technology related: HP 1,91% Apple, Sony, Microsoft, Li Windows 1,98% nux, Android, Windows, T-Mobile 2,07% Porsche 2,16% HP, LG, Samsung. BMW 2,37% ↘ 6 are Telecom related: Vodafone 2,39% IPhone, Nokia, O2, Vodaf Android 2,58% one, Blackberry and T- O2 3,24% Mobile. Nokia 3,28% Opel 3,30% ↘ 4 are Auto brands: IKEA 3,38% Porsche, BMW, Opel und Linux 3,71% Mercedes. Microsoft 3,83% ↘ IKEA is alone in its Sony 4,69% category as the top 6th Apple 9,02% IPhone 9,35% brand. 0,00% 2,00% 4,00% 6,00% 8,00% 10,00%

Brands Distribution 34,34% 46,38% Top 10 Brands Top 11-20 Brands The 103 brands left 19,27%

Brands Distribution 34,34% Top 20 Brands 65,65% The 113 brands left

Top #1: IPhone tweet story* #1 Mentioned in 2159 tweets. 1353 Twitter users have written about IPhone. IPhone RT @SevenSnap, die neue Entertainment Shopping @fscklog 46 App für das iPhone, verlost ein MacBook Pro. Ich bin aufpreis 49 dabei http://de.sevensnap.com/win.php 68 entertainment shopping 68 @sevensnap 68 RT @fscklog: iPhone-Besitzer mit Complete- ipod 69 Verträgen der 1. Generation werden Tethering laut 3gs 83 Telekom ohne Aufpreis nutzen können. | *tanz* tethering 85 macbook 86 apple 109 iPhone: ftw / E-Plus Netz: zum kotzen.Von daher app+apps 350 schon verständlich dass sich Apple die Dt. 0 50 100 150 200 250 300 350 Bundespost ausgesucht hat. Ach alle Telkos sucken *Tweetstory is E.Life Tweetmeter automatic summarizing tool.

.Top Twitter Users

PetraSuetterlin 11959 LG dutchcowboys 12403 Samsung mediapersonal 14866 HP saschalobo 15226 Apple, Vodafone Werbedisplay 16325 BMW,Sprite,Praktiker TorstenNeumann 24859 Nokia macTweeter Samsung 45843 DirkHenningsen Ford 47096 OlDigitalEye Canon,Aldi 60628 0 10000 20000 30000 Followers 40000 50000 60000 70000

Top Brands according to exposure (no. followers) Linux 139.832 Vodafone 142.089 Opel 145.554 Android 165.696 O2 185.385 Nokia 193.919 Sony 211.852 Microsoft 226.157 Apple 325.424 IPhone 352.957 0 50000 100000 150000 200000 250000 300000 350000 400000

Top German Cities and Twitter users Düsseldorf Hannover 131 148 4% Stuttgart 5% 177 Berlin 6% 893 30% Frankfurt 195 Berlin 6% Hamburg Munich Cologne Cologne Frankfurt 333 11% Stuttgart Hannover Düsseldorf Hamburg Munich 624 504 21% 17%

.Hashtags

Top hashtags #microsoft 175 #linux 176 #o2 179 #sony 180 #vodafone 188 #android 202 #ikea 221 #fail 348 #apple 524 #iphone 695 0 100 200 300 400 500 600 700 ↘ Hashtags are very popular: 3602 were identified, almost 1 hashtag for every 6.4 tweets.

Categories and hashtag #fail Bank 1,15% Airlines 1,72% Supermarkt 2,59% Auto 3,74% Operating systems 5,17% Furniture, Eletronics and other chains 5,17% Eletronics 8,33% Smartphones 14,08% IT 24,71% Telecom 29,60% 0,00% 5,00% 10,00% 15,00% 20,00% 25,00% 30,00% 348 tweets contained the hashtag #fail (1.51% of total tweets).

.Retweeting

Brands more retweeted LIDL 9 Linux 10 Nokia 10 Windows 10 Android 11 IKEA 11 O2 15 Microsoft 23 Apple 31 IPhone 38 0 5 10 15 20 25 30 35 40 LIDL is the 10th brand more retweeted, it is also the only that is not in the top 10 brands.

Users more retweeted 18,75% 17,19% 12,50% 10,94% 9,38%

.Conclusions

↘ Concentration: few brands concentrate most of the Buzz. ↘ Technology, Telecom and Auto are the top categories. ↘ IKEA has a big presence in Twitter already (the GEEK factor) ☺. ↘ Marketing promotions have a direct impact in tweet volume (see @sevenSnap MacBook promotion). ↘ As shown in the example of the IPhone, thousands of tweets can be automatically summarized to give an idea of what is the buzz core. ↘ Top influentials do not necessarily talk about the top brands. ↘ Big cities are big in Twitter: Berlin, Hamburg, Munich and Cologne accounts for 79% of all Twitter Buzz. ↘ Hashtags are big in Twitter and a great way to identify trends, see the #fail example. ↘ Top brands are in general also the most retweeted. Exception was LIDL that did not make it the global ranking but is however very often retweeted.

Some E.Life Customers

Jairson Vitorino jairson@elifemonitor.com http://www.elifemonitor.com

Top Brands In German Twitter

by E.life on Sep 22, 2009

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Top Brands In German Twitter — Presentation Transcript