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To Tweet Or Not To Tweet

by InSites Consulting on Oct 23, 2009

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To Tweet Or Not To Tweet — Presentation Transcript

To Tweet Or Not To Tweet ? What’s the buzz on Twitter ? Findings from the Ultimate Twitter Study ! Tom De Ruyck, InSites Consulting’s ForwaR&D Lab

tomderuyck Introduction 5 min ago tomderuyck Methodology 7 min ago tomderuyck Users, usage & attitudes 12 min ago tomderuyck Conversations 15 min ago tomderuyck Learnings: Twitter 18 min ago tomderuyck Learnings: Research 22 min ago

Only 7% of the Europeans is on Twitter (InSites’ MCDC) Only 40% of the Twitter accounts are active ones (Harvard) 90% of the tweets is created by 10% of the users (Harvard) Twitter tweets are 40% ‘blabla’ (Pear Analytics)

20,000,000 tweets / day

Market Research = a business model ?

What about the real users ?

Methodology

% Tweet of the Day + Twinterviews Profiling Tool N= 620 From 69 countries Text Analytics on Users’ Tweets N= 52,128 Online Discussion with Experts Average of 17 tweets per person a week // Average time on Twitter = 14 months

Users, usage & attitudes

82% 20% 25-34 y. 42% IT/computing Media/advertising Public service Services/consulting

A social network of friends and/or business contacts where you can share and discover interesting, exciting, inspiring or funny news/links in a very fast way

Twitter = my sappy little brain in 140 characters or less A way of quickly tapping into new trends and relevant news , before the blogosphere starts publishing it Twitter: a giant, world-wide refrigerator that anyone can read, covered in 140-character magnet-notes about nearly anything Twitter is my virtual water cooler : interaction with professional colleagues, helpful advice with links, news & gossip “ ”

Main reasons to start using Twitter:

People who make me … 1. curious 2. smile 3. wonder

No idea don't follow brands, what would be the point !?

Conversations

# 4% @ 30% RT 8% http:// 19% Photo 2% Emotions 28%

“ Dear Apple, why is iTunes Genius so unbearably slow?” 19% 27% 9% -5% -10% -4%

Learnings

Twitter is a conversation hive

Real-time

Twitter is not instant success, it’s hard work !

Twitter Marketing Ecosystem

Objectives

Engaged audience

Relevant content

Role within the company

ROI measurement

@tomderuyck [email_address]

To Tweet Or Not To Tweet

by InSites Consulting on Oct 23, 2009

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To Tweet Or Not To Tweet — Presentation Transcript