To Tweet Or Not To Tweet

Flash Player 9 (or above) is needed to view presentations.
We have detected that you do not have it on your computer. To install it, go here.

more share options
Embed For WordPress.com

Without related presentations

1 comments

Comments 1 - 1 of 1 previous next Post a comment

+ george235 1 month ago
Thanx for the wonderful presentation. This is really a very nice presentation.
You can also Read more about Twitter on...
http://www.authorpick.net/how-to-use-twitter-and-its-benefits/

Notes on slide 1

(Tweeting is allowed during this presentation)

For the people who are not up to ‘tweed’ with Twitter, tweets … here is an update …

The structure of our presentation is as follows. We will tweentroduce our study, Tom will highlight the methodology … Next we will bring you up to tweet about users, U&A, conversations on Twitter … We will wrap up with learning about Twitter and implications for research.

There is a lot of buzz and fuzz about Twitter and it is not always put in a positive perspective. As is the case with many innovations they are often critiqued to death and not given the space for development. For sure it is still a technology or even more importantly an activity in full development … but we need to give it a shot.

In fact we see that “tweeting” as such become important outside of Twitter as well. As researchers we asked ourselves the Jeff Jarvis question “What would Google do” in order to reverse-engineer the success of the fastest growing company in the history of the world, the one company that truly understands how to succeed in the internet age, and then take those lessons and apply them to market research. We thought that was a better idea than just bash the innovation.

Because it is a fact there are 20 mio tweets a day on Twitter. The microblogs site counted 23.6 mio unique visitors in 08/2009. Imagine we can tap into these interactions, or had as many participants or panel members. Those are numbers we should all dream of.

There must be a lot of info in there. A competition to help Twitter make money (‘Create Twitter's Revenue Model‘) has thrown up market research as one possible revenue stream. Albert Kim’s idea is for Twitter to setup an opt-in panel of users who can be segmented and then targeted by brands looking for quick and cheap feedback from a particular group of consumers. Feedback from these panellists in the form of Tweets would then be stored in a special client dashboard where they can be analysed in detail.

Buick did a “Twitceptest”. General Motors’ Buick scraped its plans to produce a Buick crossover sport-utility vehicle. The CEO w ritings on GM's FastLane blog, said that after previewing designs to consumers during a showcase of the company's future lineup, executives canceled plans to move forward with the mid-size vehicle. GM received consistent feedback that it didn't fit the premium characteristics that customers have come to expect from Buick Some of that criticism was aired on blogs and Twitter posts. The Twitter comments about the now-abandoned Buick crossover were not all favourable, said Christopher Barger, GM's director of social networking. Twitter was a factor, just not the only one. Also took into account in-person reactions of both consumers and media when they saw it. But in the past this would have been a several-month process involving meeting after meeting, and also many 'offline' follow-up discussions before a decision was reached and enacted. Stephens wrote: "This happened in one day.‘’

We now even have “Twitterminator” who uses Twitter and adjacent platforms for generating ideas for California. Admit it this is more an association we would have made with Obama rather than Arnold Schwarzenegger.

But let’s get to the point … We wanted to investigate what people do on Twitter while executing a study that makes full use of the new medium. To learn about the usage and gain experience for MR and learn about its usefulness.

Let’s have an in-depth look at the methodology of our (fantastic, bombastic, ...) Ultimate Twitter Study!

We made use of a ‘fused’ research design, consisting out of the following building blocks: First of all... TofD + TI (everybody who was in the know, could participate: blogs, Facebook, our TTC panel) In a second stage... (Wakoopa // a virtual community of software users //+ API + profile of the users: the ‘real’ user) In the meanwhile... (1 month) Last but not least, discussion of the results with experts! 5.000 unique visitors 12.000 pageviews 620 QT 52.128 tweets QT: 52% direct 15% wakoopa 10% frankwatching 3% twitter & 3% TTC

Everything was brought together on the website www.ultimatetwitterstudy.com! How did we engage participants? Open Source Research Status: ‘Ultimate Tweet Hall of Fame’

Instant feedback – day after – and sharing of the full results (even this presentation will be shared)

We did not ask them to fill out a survey, we gave them a TOOL (to compare their results with those of their Twitter friends and the the whole Twittersphere)!

The results...! Who is the Twitter user? What is he or she using the tool for? And what are their attitudes towards the medium?

The typical Twitter user is ... a male who is in his ... working in ... and tech savvy => 20% of tweets are done via mobile phone (17% via mobile internet) This is the typical early internet user profile … We all know what the web is today, so let’s use the analogy for MR and learn from it.

Spontaneous associations our tweet of the day participants had with Twitter ... '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' .

... out of which we gained the following user based co-created definition of Twitter !!! + read ...

Or Twitter in 1 Tweet (by our participants) ... (1+3 = read)

What car would Twitter be – Tx TA! People who want to be influential, also with traditional media. “ Twitter is the 'bar', Facebook the 'backyard BBQ‘ and LinkedIn the 'office‘” “ Twitter is like a regular bar, the customers can get loud sometimes. Everybody talking, some are drunk, etc.”

Who are these people? Geeks vs. everyone => what is happening know on Facebook !!!

1/ Curiosity 2/ Differentiate 3/ Networking 4/ News 5/ Pressure/recommendation

Dislikes! You already see it in the slide => OVERLOAD/noise !!! Spamfollowers Instabbility of the platform Interface with too less functionalities => Tweetdeck All typical for a medium that is not mature yet!

Who are they following? People who make THEM 1. curious 2. smile 3. wonder Relevant/useful content is the one and only king on Twitter

And what about brands? When do they start following brands...? ANSWER: No idea don't follow brands , what would be the point? Afraid that brands will 'spam' them like they do via other online and offline media What should a brand do and absolutely not do?

Twitter generates unstructured info. Only 4% of the tweets are labelled using hash tags. Most of the tweets are “open social”: 30% of the tweets are directed to someone but public The network effect is moderate with 8% RT’s For one in five it is about showing off by sharing knowledge and links Very importantly our TA showed Tweets were pretty emotional and predominantly positive emotions. There are also some striking difference in gender: for females Twitter is yet another emotional public chit chat space (thank you dear God, they were missing that ;-)) and for males it is show of share …

36% of the buzz is business related, the rest is private ... A lot of it is show off and personal professional branding, but be aware of what you say because all stakeholders are following

5% of all tweets mention brands. This is much in line with the limited utility users currently see in branded conversations via Twitter but it is large in absolute nrs. These are mostly E-brands. The rest are mostly strong global brands and media brands. Nice exception in our analysis was Tenet a health care corporation that just did a large job search campaign.

We also anaysed the sentiment and emotions related to these brand in the tweets ... Most of it is positive, but interesting to see for your brand what you generate and how large you “hate” group is ... Apple e.g. Generates a larger emotional range with a relatively larger negative emotion while Amazon-conversations are much more indifferent. Apple: Now if Apple will just fix Spaces, i'll be 100% satisfied with this work environment I share your dislike for Apple, but for 2 reasons: price (aie!) And irrational behavior of addicts Google: Still having trouble setting up my yahoo account... why can't every e-mail service be as simple a Google...sniff Amazon: - Books and acquisitions

It is a great continuous flow of info to get straight into the mind and emotions of people and assess the buzz but Twitter is unstructured, ephemeral and with less context “ Twitter is about two-way conversation, listening like in customer service. But also simply eaves dropping on relevant information and ideas. Google could never do that for me!” That makes it hard for TA as we also lack of context …

Learnings in general (for MR): Information needs: (only 140 characters) clever in asking questions, do not ask a question if it is not necessary Research design: fusion (Twitter within a research ecosystem) + TOPIC = QL version of a poll Field: unconcious, instant feedback, status (WIIFM) Sample: relevance (tool), critical mass, large volume, low depth + influentials + early days of the internet kind of profile (impact on usefulness for certain brands) Analysis & reporting: text analytics + smile, wonder and curious

Let’s conclude with a short story... One of the first cars was a steamcar... For the simple reason that inventors applied the same technology they knew from steam boots and steam trains to a new transportation medium. But today nowbody is driving those type of cars anymore! Looking at Twitter and thinking about this story, we learn that Twitter will probably not be the next bing thing in research, although it has it’s place in the research ecosystem, but the functionality and it’s charachteristcs will enter our industry one day or another. We don’t know if Twitter will exist anymore in 5 years, but the functionality of tweeting will... And it’s already happening on other platforms like Facebook, LinkedIn and the upcoming Google Wave!

Thanks a lot and feel free to mail... or TWEET us!

15 Favorites

Joris Roebben, Operations Manager at QueroMedia, favorited this 3 weeks ago
Arne Schuilenga, eBusiness Coordinator at 3M Netherlands, favorited this 3 weeks ago
Tags twitter
Business Plan, Consultant at Mine, favorited this 3 weeks ago
Tags twitter
bravo_four favorited this 1 month ago
chrisvleugels favorited this 1 month ago
postsriram favorited this 1 month ago
Tags tweet
nataliaborges, Veterinary favorited this 1 month ago
npxquynh favorited this 1 month ago
Tags social advice network twitter
Denken Tan at London borough barking & dagenham, favorited this 1 month ago
Gabriela Grosseck, assoc.prof., Ph.D. at Univesity of the West Timisoara, favorited this 1 month ago
Tags twitter
Jérôme MOREL, Manager at adexys, favorited this 1 month ago
Tags webmarketing
Jay Gohil, Online Marketing at Firebrand Training, favorited this 1 month ago
Tags socialmedia twitter
jeanchou favorited this 1 month ago
Rob van Alphen, Consultant at LBi, favorited this 1 month ago
Mattijs Devroedt, Planner Intern at Duval Guillaume, favorited this 1 month ago

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]