This white paper includes Twitter statistics so you understand more about Twitter platform and Twitter users. It also includes 9 creative marketing campaigns on Twitter.

1. Twitter Stats & Case Studies
by incitez
June 2011 incitez

2. incitez
creating data-driven viral campaigns
incitez

3. Twitter Statistics
Res ea rch a n d st ud y a b ou t Tw it te r
incitez

4. It took Twitter
3 years, 2 months & 1 day
to reach the 1st billion tweets
Source: Twitter, March 2011 incitez

5. Now, it takes 1 week to generate 1
billion tweets.
Source: Twitter, March 2011 incitez

6. 50 Million Tweets per day
in 2010
Source: Twitter, March 2011 incitez

7. 140 million Tweets
per day in 2011
Source: Twitter, March 2011 incitez

8. 460,000
new accounts created per day
Source: Twitter, March 2011 incitez

9. Fortune 500 Companies
with a Twitter Account
60%
35%
2009 2010
Source: Source: University of Massachusetts Dartmouth Center for Marketing Research incitez

10. Fortune 500 Companies
with a Twitter Account
By Rank
39%
2009 2010
25% 25%
19%
17% 17% 18%16%
13%
11%
#1-#100 #101-#200 #201-#300 #301-#400 #401-#500
Source: Source: University of Massachusetts Dartmouth Center for Marketing Research incitez

11. A Tweet is worth
$5
for daily deals sites
Source: ChompOn, Feb 2011 incitez

12. A Twitter “Follow” is worth $2 for
daily deals sites.
Source: ChompOn, Feb 2011 incitez

13. people who use Twitter congregate
online according to their mood, not
just by age or similar interests
People who are happier on the social network tend to re-tweet or reply to others
who are happy, too.
Source: Cornell University, March 2011. http://arxiv.org/abs/1103.0784 incitez

14. Most tweets pointless babble
41%
38%
9%
6%
4% 4%
Pointless babble Conversational Pass-along value Self-promotion Spam News
Source: Jeremy Dean, University College London 2010 incitez

15. Source: Pew Internet & American Life Project 2009 incitez

16. Source: Pew Internet & American Life Project 2009 incitez

17. More women (55%) than
men on Twitter
Source: Harvard Business Review 2009. http://bit.ly/88r1p4 incitez

18. On avg, men had more 15%
followers than women
Source: Harvard Business Review 2009. http://bit.ly/88r1p4 incitez

19. men twice as likely to follow
another man as they were a woman
Source: Harvard Business Review 2009. http://bit.ly/88r1p4 incitez

20. women 25% more likely to
follow men
Source: Harvard Business Review 2009. http://bit.ly/88r1p4 incitez

21. shared information and
replied to other users
Informers
20%
Meformers
80%
mostly sent out information about
themselves.
Source: Mor Naaman Rutgers University, 2010 incitez

22. Twitter trends rarely last longer
than a week and usually no more
than a few days.
Source: http://an.kaist.ac.kr/traces/WWW2010.html incitez

23. 85% of Twitter trends
are news-related
Source: http://an.kaist.ac.kr/traces/WWW2010.html incitez

24. 10% of Twitter users contribute
90% of the tweets
Source: Heil & Piskorski, 2009 incitez

25. Primary Reason US Internet Users Follow A Brand on Twitter
Exclusive deals or offers 43.5%
I am a current customer 23.5%
Interesting or entertaining content 22.7%
Other people I know are fans of this brand 6.3%
Service, support & product news 3.5%
other 0.4%
Source: Razorfish 2009 incitez

26. Twitter users
spent more
than average,
and more than
most visitors to
Facebook.
Source: comScore, "State of the US Online Retail Economy in Q1 2010", May 27, 2010 incitez

27. Celebrities seem to have large
amounts of followers with low
Twitter authority levels
Source: Sysomos 2010 incitez

28. 8 in 10
Twitter Users Within 5 Steps or Less
Source: Sysomos 2010 incitez

29. 1 in 5 Tweets is
Brand-Related
Source: Penn State University 2009 incitez

30. 43% of Twitter account holders
utilize the service through a mobile
device compared to 34% and 9% for Facebook
and LinkedIn respectively
Source: Compete 2011 incitez

31. 17% of Twitter users tweet about
a TV show while watching the show
Source: Compete 2011 incitez

32. Source: Compete 2011 incitez

33. Twitter Facebook
56%
47%
More Likely to Purchase
Source: Compete 2011 incitez

34. Twitter followers are much more
likely to use the platform for “updates
on future products”
than Facebook fans
incitez

35. 9 Case Studies
Creative Twitter Campaigns
Tw it te r cam p a ig n s from Nes tle, O ra nge ,
Vol k swage n, K raft, Ben & Je rr y,
R adi osh ack s, Je ep
incitez

36. Tweets Posted within An Ad Unit
that can appear anywhere on the web
Nestle Juicy Juice
incitez

37. Tweet to Win 30K Miles
American Airlines
Participants had to register their AAdvantage number on a microsite, tweet the #Deal30 hashtag and follow the
@AAdvantageaccount to enter for a chance to win 30,000 AAdvantage miles.
via @mashable incitez

38. Given a valuable enough incentive, users will complete several
registration steps for entry. The requirement to share a specific tweet
and hashtag to an entrants own social network is what drove the success
of this promotion, especially given that it wasn’t heavily supported by other
media channels. In the future, we’d probably require that users take fewer
steps for entry in order to increase the total number of entrants.
Including a specific and unique hashtag was essential for tracking
purposes.
Colin Alsheimer, AAdvantage community manager
via @mashable incitez

39. Tweets Turned into Movie Voiceover
Orange asked Twitter users to share their summer plans starting with
'This Summer' or tweet them using #thissummer to get
movie-voiceover treatment. http://bit.ly/jaBl5G
incitez

40. Festival tickets location revealed via Google Map
when based on how many people shared the
hashtag #foxatplanetaterra
Volkswagen. The hashtag became a trending topic in Brazil in 2 hours
incitez

41. Tweets Transformed into TV Ads
5 tweets about Kraft’s Macaroni & Cheese were converted into TV ads.
incitez

42. Making use of unused characters to
promote the cause
Ben & Jerry, fairtweets.com
incitez

43. Users Tweeted Photos Transformed with a mask
& cape and Tweeted back to User
Radioshacks
incitez

44. Solving puzzles using several different
images from 371 Twitter profiles
Jeep
incitez

45. A smartphone (campaign focus) was packed in gift
boxes and covered with post-its. Players had to tweet
what was written on the post-its to unwrap the boxes.
Turkcell
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46. For more tips and insights on digital marketing,
you can subscribe here:
http://www.incitez.com/whitepaper
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47. Contact us for
social media strategy &
campaign development
Rocky Fu, Director of Digital Strategies, Incitez
Twitter: @rockyfu
Blog: http://www.rockyfu.com/blog
Email: rockyfu@incitez.com
Also Follow:
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