To Tweet Or Not To Tweet

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“ Twitceptest” DETROIT–General Motors vice-chairman Tom Stephens said Wednesday the company is scrapping plans to produce a Buick crossover sport-utility vehicle, just weeks after announcing the product to a flurry of negative reviews including those on social network sites. Stephens, writing 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. "The Buick crossover we showed received consistent feedback from large parts of all the audiences that it didn't fit the premium characteristics that customers have come to expect from Buick," Stephens wrote. "We were all struck by the consistency of the criticism of the compact crossover.'' Some of that criticism was aired on blogs and Twitter posts. GM opened its doors to about 100 consumers last Monday, showing off future models of Chevrolets, Buicks and Cadillacs. The automaker – which has embraced use of social networks since its Chapter 11 bankruptcy filing and exit – encouraged invitees to use their Twitter sites to post comments about the vehicles on display at the event. The Twitter comments about the now-abandoned Buick crossover were not all favourable, said Christopher Barger, GM's director of social networking. "They made clear they didn't like the 'Vue-ick'," said Barger in a message to The Associated Press via Twitter Wednesday. "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.'' The Buick crossover sport-utility vehicle was first announced in Traverse City, Mich., earlier this month. There were two versions of the car in the works, one with a traditional combustion engine and one with a plug-in rechargeable system that would have entered the market in 2011. The plug-in version of the vehicle – which had not been named – was originally destined for the Saturn brand, which GM is now selling to Penske Automotive Group. The decision to can the Buick was made during an executive committee meeting last Friday, Stephens said, adding that the move is an example of the new GM moving swiftly to make decisions that affect the company's product line and please consumers. "In the past this would have been a several-month process involving meeting after meeting of the APB, ASB, and various other acronyms, and also many 'offline' follow-up discussions before a decision was reached and enacted," Stephens wrote. "This happened in one day.‘’

“ Tweetminator”

Bombastic, fantastic ... 5.000 unique visitors 12.000 pageviews 620 QT 52.128 tweets QT: 52% direct 15% wakoopa 10% frankwatching 3% twitter & 3% TTC

'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 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.”

Curiosity Differentiate Networking News Pressure/recommendation

People who make me 1. curious 2. smile 3. wonder Relevant/useful content is the one and only king on Twitter

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

36%

5% E-brands Strong global brands Media brands

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

Emotional, 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!” TM4C – Lack of context …

Learnings in general (for MR): Information needs: (140 characters) clever in asking questions, do not ask a question if it is not necessary Research design: fusion + QL version of a poll Field: unconcious, instant feedback, status (WIIFM) Sample: relevance, critical mass, large volume, low depth + influentials Analysis & reporting: text analytics + smile, wonder and curious

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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 & Niels Schillewaert, ForwaR&D Lab
Introduction Methodology Users, usage & attitudes Conversations Learnings
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 Research Ecosystem
- Information needs
- Research design
- Field
- Sample
- Analysis
- Reporting
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