MAKING SENSE
OF TWITTER:
A MONITORING & ANALYSIS
CASE STUDY
SOCIAL MEDIA:
THE NEW VOICE OF THE MARKET?
BRANDS ARE AT THE HEART
OF SOCIAL MEDIA CONVERSATIONS
88% of French web users expect brands to enter to
enter the conversa...
THE 4 GOLDEN RULES OF CONVERSATION
1. LISTENING ≠ HEARING
2. UNDERSTANDING ≠ MEASURING
3. ENGAGING ≠ ADVERTISING
4. LONG T...
TWITTER: A PRECURSOR OF FUTURE WEB USAGE?
Creating and transmitting information: journalists and
blogers, PR professionals...
TWITTER IN A SMM PROJECT
Monitoring and analysing Twitter is useful for three
main reasons:
For itself to analyse the cont...
CASE STUDY
INTRODUCTION
A FMCG market
Brands with IRL points of sales
A global ongoing SM Monitoring & Analysis project
9 competitors...
METHODOLOGY (1/3)
Collection of 45,438 tweets
from the 01/01 to 15/09
24,042 factual tweetsAnalysis
Tweets with url Tweets...
METHODOLOGY (2/3)
1,000 tweets with url
Qualification
Main expression theme: brand,
corporate/communication, products,
ser...
METHODOLOGIE (3/3)
1,000 tweets without url
Qualification
Intention: initial tweeting reason
(expression, question, transm...
ANALYSIS – THE WEIGHT OF FACTUAL TWEETS
53% of all tweets are factual vs. 31% for other types of
documents: users only quo...
ANALYSIS – MEANINGFUL TWEETS
47% of all tweets: beyond products/brands and points
of sales, an action, a sentiment, an opi...
ANALYSIS – MEANINGFUL TWEETS
11,818 «twitterers » for 21,396 tweets : 1,8 tweet on
average per user
68% only twitted once
...
ANALYSIS – MEANINGFUL TWEETS
Top 20 twiterrers:
12 hardcore «twitterers » tweeting and retweeting on
everything (users who...
ANALYSIS – MEANINGFUL TWEETS WITH URL
49% of all meaningful tweets
An information transmission logic
 Corporate informati...
ANALYSIS – MEANINGFUL TWEETS WITH URL
Key news/events drive tweeting:
 Almost half of meaningful
tweets with url are due ...
ANALYSIS – MEANINGFUL TWEETS WITH URL
Among these 15 news/events, we found:
6 buzz on ads and digital campaigns (11% of th...
CRISIS MANAGEMENT
ANALYSIS – MEANINGFUL TWEETS WITHOUT URL
51% of all meaningful tweets
A spontaneous expression logic:
 Two thirds of spon...
ANALYSIS – MEANINGFUL TWEETS WITHOUT URL
Information on every brand topics:
 All themes from corporate
to operational are...
ANALYSIS – MEANINGFUL TWEETS WITHOUT URL
A third of these tweets are expressing opinions:
 Mainly negative
comments on ad...
TRACKING OPINIONS TO CREATE BRANDED
CONTENT
ANALYSIS – MEANINGFUL TWEETS WITHOUT URL
A third of these tweets are expressing behaviours:
 Importance of pointless
disc...
FROM BEHAVIOURS AND OPINIONS LISTENING
TO ENGAGEMENT
ANALYSIS – MEANINGFUL TWEETS WITHOUT URL
A third of these tweets are expressing attitudes:
 The expression of
expectation...
TRACKING AND MANAGING EXPECTATION
RECOMMENDATION AS A PROMOTION
DRIVER
AS A CONCLUSION
TWITTER AS AN INSIGHT SOURCE
Useful and unique vs. other MR tools for understanding
immediate experience with TV ads, poin...
TWITTER AS A DIGITAL STRATEGY
OPPORTUNITY
A tool for alerting and measuring
A tool for crowdsourcing content creation
A to...
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Making sense of Twitter - MSM 2010 London

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Making sense of Twitter - MSM 2010 London

  1. 1. MAKING SENSE OF TWITTER: A MONITORING & ANALYSIS CASE STUDY
  2. 2. SOCIAL MEDIA: THE NEW VOICE OF THE MARKET?
  3. 3. BRANDS ARE AT THE HEART OF SOCIAL MEDIA CONVERSATIONS 88% of French web users expect brands to enter to enter the conversations (CSA – March 2009) 59% of French web users frequently visit branded communities and hubs (Performics – June 2010) 40% of French Facebook users like at least one brand (OpinionWay – Octobre 2010)
  4. 4. THE 4 GOLDEN RULES OF CONVERSATION 1. LISTENING ≠ HEARING 2. UNDERSTANDING ≠ MEASURING 3. ENGAGING ≠ ADVERTISING 4. LONG TERM ≠ INSTANT
  5. 5. TWITTER: A PRECURSOR OF FUTURE WEB USAGE? Creating and transmitting information: journalists and blogers, PR professionals, brands Sending automated tweets (RSS feeds, twittbots): media, web news sites, e-commerce Sharing private life, personal feeling, web discoveries, buzz : personal users and people Monitoring and sharing professional information: digital marketing, SM and MarCom professionals
  6. 6. TWITTER IN A SMM PROJECT Monitoring and analysing Twitter is useful for three main reasons: For itself to analyse the content of the messages and images shared To detect links to interesting information As an alert system on hot topics and emerging issues Furthermore, thanks to its open API, monitoring set up is very easy
  7. 7. CASE STUDY
  8. 8. INTRODUCTION A FMCG market Brands with IRL points of sales A global ongoing SM Monitoring & Analysis project 9 competitors monitored 20,000 different sources monitored and more than 100,000 documents collected, qualified and analysed per year Twitter’s weight among all documents collected: 82%
  9. 9. METHODOLOGY (1/3) Collection of 45,438 tweets from the 01/01 to 15/09 24,042 factual tweetsAnalysis Tweets with url Tweets without url Analytical sample 1,000 tweets Analysis base 21,396 meaningful tweets Analytical sample 1,000 tweets
  10. 10. METHODOLOGY (2/3) 1,000 tweets with url Qualification Main expression theme: brand, corporate/communication, products, services & employment Subject/news having ignited conversation
  11. 11. METHODOLOGIE (3/3) 1,000 tweets without url Qualification Intention: initial tweeting reason (expression, question, transmission or comment on an information) Main expression theme: brand, corporate/communication, products, services & employment Attitude, behaviour or opinion expressed around main expression theme 12 patterns detected 3 opinions: positive, negative and neutral opinion 3 behaviours: consumption, buzz, chit chat 6 attitudes: expectation, announcement, question, notification, confirmation, recommendation
  12. 12. ANALYSIS – THE WEIGHT OF FACTUAL TWEETS 53% of all tweets are factual vs. 31% for other types of documents: users only quote brands/products or their visit to a specific point of sales  No analytical value except for Share of Voice assessment
  13. 13. ANALYSIS – MEANINGFUL TWEETS 47% of all tweets: beyond products/brands and points of sales, an action, a sentiment, an opinion is expressed  85 meaningful tweets on average per day: a 200% increase over 8 months !!!
  14. 14. ANALYSIS – MEANINGFUL TWEETS 11,818 «twitterers » for 21,396 tweets : 1,8 tweet on average per user 68% only twitted once 4% twitted more often than once a month Only 10 of them twitted more than 30 times: this top 10 accounts for 5% of all tweets. The top 100 accounts for 17% of all tweets  No 20 80 rule: a few hardcore users, but lots of casual twitterers
  15. 15. ANALYSIS – MEANINGFUL TWEETS Top 20 twiterrers: 12 hardcore «twitterers » tweeting and retweeting on everything (users who twitted on average 30,000 times since they use Twitter) 4 buzz and digital marketing specialised blogers: interesting influencers for digital and offline campaigns 2 employees of one of the brands 1 corporate stakeholder who twitted because of 3 major corporate crisis 1 sector blog: specialised in brands and products  Large volumes from generalists and identification of interesting influencers
  16. 16. ANALYSIS – MEANINGFUL TWEETS WITH URL 49% of all meaningful tweets An information transmission logic  Corporate information (business, finance, MarCom) is ahead. Information on products and services, mainly innovations, is shared by a user in 5. Corporate Products Services Employment
  17. 17. ANALYSIS – MEANINGFUL TWEETS WITH URL Key news/events drive tweeting:  Almost half of meaningful tweets with url are due to 15 news/events with the two main accounting for 20% of them
  18. 18. ANALYSIS – MEANINGFUL TWEETS WITH URL Among these 15 news/events, we found: 6 buzz on ads and digital campaigns (11% of the volume) 2 buzz on corporate crisis (18% of the volume) 2 buzz on new services (5% of the volume) 2 buzz on product launches (3% of the volume) 2 buzz on corporate issues (2% of the volume) 1 buzz on SM strategy of one of the brands (5% of the volume)  Helpful insights and measures for corporate crisis management and campaigns effectiveness assessment
  19. 19. CRISIS MANAGEMENT
  20. 20. ANALYSIS – MEANINGFUL TWEETS WITHOUT URL 51% of all meaningful tweets A spontaneous expression logic:  Two thirds of spontaneous expression for one third of information transmission, comment or seeking Spontaneous expression Information transmission Comments on information Information seeking
  21. 21. ANALYSIS – MEANINGFUL TWEETS WITHOUT URL Information on every brand topics:  All themes from corporate to operational are covered 6% 7% 9% 9% 14% 16% 18% 21% Employé Référence Prix/promo Services Expérience PdV Marque Communication ProduitsProducts Communication Branding POS experience Services Price/promotion Pointless reference Employee feedback
  22. 22. ANALYSIS – MEANINGFUL TWEETS WITHOUT URL A third of these tweets are expressing opinions:  Mainly negative comments on advertising campaigns, whereas products and services drive positive comments  An analytical value for ad testing and for products/services evaluation Negative comments Positive comments Balanced comments
  23. 23. TRACKING OPINIONS TO CREATE BRANDED CONTENT
  24. 24. ANALYSIS – MEANINGFUL TWEETS WITHOUT URL A third of these tweets are expressing behaviours:  Importance of pointless discussion about products. Lots of online buzz discussed. Interst in understanding specific usage and consumption situations Chit chat Buzz Consumption
  25. 25. FROM BEHAVIOURS AND OPINIONS LISTENING TO ENGAGEMENT
  26. 26. ANALYSIS – MEANINGFUL TWEETS WITHOUT URL A third of these tweets are expressing attitudes:  The expression of expectation is far ahead. Announcement and anticipation of new services and products follow. 3% of these tweets are actual recommendations Expectation Announcement Question Notification Confirmation Recommendation
  27. 27. TRACKING AND MANAGING EXPECTATION
  28. 28. RECOMMENDATION AS A PROMOTION DRIVER
  29. 29. AS A CONCLUSION
  30. 30. TWITTER AS AN INSIGHT SOURCE Useful and unique vs. other MR tools for understanding immediate experience with TV ads, point of sales, etc. Has to be taken in a global SMM perspective Has to be analysed in the long term to gather value information Despite its short format, needs to be analysed through specific qualification patterns Has to be processed through text mining AND human approach to detect language subtleties and nuances
  31. 31. TWITTER AS A DIGITAL STRATEGY OPPORTUNITY A tool for alerting and measuring A tool for crowdsourcing content creation A tool for brand promotion A tool for customer care
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