Making Sense of Twitter - Spotter - Nicolas Saintagne

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 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)

THE 4 GOLDEN RULES OF CONVERSATION
LISTENING ≠ HEARING
UNDERSTANDING ≠ MEASURING
ENGAGING ≠ ADVERTISING
LONG TERM ≠ INSTANT

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

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

CASE STUDY

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%

METHODOLOGY (1/3) Collection of 45,438 tweets from the 01/01 to 15/09 24,042 factual tweets Analysis Tweets with url Tweets without url Analytical sample 1,000 tweets Analysis base 21,396 meaningful tweets Analytical sample 1,000 tweets

METHODOLOGY (2/3) Qualification Main expression theme: brand, corporate/communication, products, services & employment Subject/news having ignited conversation 1,000 tweets with url

METHODOLOGIE (3/3) 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 1,000 tweets without url

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

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 !!!

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 followed but lots of casual twitterers

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

Corporate Products Services Employment

ANALYSIS – MEANINGFUL TWEETS WITH URL
Among these 15 news/events , we found:
6 buzz on ads and digital campaigns (11% du volume)
2 buzz on corporate crisis (18% du volume)
2 buzz on new services (5% du volume)
2 buzz on product launches (3% du volume)
2 buzz on corporate issues (2% du volume)
1 buzz on SM strategy of one of the brands (5% du volume)
 Helpful insights and measures for corporate crisis management and campaigns effectiveness assessment

CRISIS MANAGEMENT

Spontaneous expression Information transmission Comments on information Information seeking

Products Communication Branding POS experience Services Price/promotion Pointless reference Employee feedback

Negative comments Positive comments Balanced comments

TRACKING OPINIONS TO CREATE BRANDED CONTENT

Chit chat Buzz Consumption

FROM BEHAVIOURS AND OPINIONS LISTENING TO ENGAGEMENT

Expectation Announcement Question Notification Confirmation Recommendation

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, 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

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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Making Sense of Twitter - Spotter - Nicolas Saintagne

by Influence People on Nov 22, 2010

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