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How Newsbrands and Twitter work together to turn followers into readers and readers into followers

How Newsbrands and Twitter work together to turn followers into readers and readers into followers

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  • All figures are more than Twitter alone.1.2m Newsbrands + Twitter visitors users spent £400+ online in the last 6 month (19% vs 16% of all internet users)343k make a purchase more than once a week (5.4% vs 3.4% of all internet users)616k bought a car in the last 12 months (10% vs 7% of all internet users)3.4m visited either Tesco, Sainsbury’s, Asda, Ocado in the last week (52% of all internet users vs 38%)4.8m visited Amazon in the last week (74% vs 55% of al internet users)4.3m spend 2+ hours a day online (67% vs 52.2% of all internet users)4.4m access the internet on a smart phone (69% vs 48% of all internet users)

#NewsOnTheTweet #NewsOnTheTweet Presentation Transcript

  • How Newsbrands and Twitter work together to turn followers into readers and readers into followers
  • WHO? HOW? WHY?
  • Methodology: What we did Online survey (1,266) - representative of Twitter universe LANDSCAPE AUDIT QUALITATIVE QUANTITATIVE Analysis of database of Twitter users to identify existing behaviours • Behavioural analysis • Online diaries • Telephone interviews • Twitter profiles • Filmed depth interviews
  • How many follow newsbrands 35% 17% 49% 59% Follow newspaper brand Follow newspaper sub- brand Follow newspaper journalist Any of these % Twitter users Source: You Gov January 2014 Base: All Twitter Users (1266)
  • The sample profile • Source: GWI Age profile of the Twittersphere – active Twitter users 153 135 114 62 33 16 to 24 25 to 34 35 to 44 45 to 54 55 to 64 Index on UK population
  • The sample profile • Source: NRS PADD Oct 2012 – Sep 2013 + comScore 2013 Age profile of newsbrand readers 98 102 102 101 98 16 to 24 25 to 34 35 to 44 45 to 54 55 to 64 Index on UK population
  • 25-34s are most likely to follow newsbrands Profile of newsbrand followers 205 177 176 126 Female 25 to 34 Male 25 to 34 Male 35 to 44 Female 35 to 44 Index on UK population Source: You Gov January 2014 Base: All Twitter Users (1266)
  • Newsbrand followers are even more upmarket and affluent than non-followers 70% 30% 70% 28% 57% 43% 61% 21% ABC1 C2DE Working full time Household income £50k+ Newsbrand followers Non-followers Source: You Gov January 2014 Base: All Twitter Users (1266)
  • Highly active and valuable online audience 58% More likely to make an online purchase more than once a week 37% More likely to visit a supermarket website 34% More likely to visit Amazon 28% More likely to spend 2+ hours a day online 43% More likely to access the internet on a smart phone 44% More likely to have bought a new car in the last 12 months 15% More likely to have spent £400+ online in the last 6 months Based on internet users in the last month. Source: GB TGI Clickstream 2013 Q4 NEWSBRAND + TWITTER VISITORS
  • Newsbrand + Twitter visitors have huge influence across a range of sectors More knowledgeable… Computers 142 Alcoholic drinks 134 Children’s products 135 TV 130 Mobile phones 125 More likely to convince others… More likely to talk about… Toiletries & cosmetics 125 Fashion 125 Computers 145 Alcoholic drinks 123 Healthcare 120 TV 133 Mobile phones 144 Toiletries & cosmetics 134 Fashion 124 Toiletries & cosmetics 145 Computers 142 Fashion 137 TV 130 Mobile phones 129 Alcoholic drinks 123 Healthcare 127 Newsbrands + Twitter users index vs average internet user Based on internet users in the last month. More knowledgeable: would say they have a large amount of knowledge about products/services. More likely to talk about: would say they talk to many different people about products/services. More likely to convince others: would say they are very likely to convince others about products/services. Source: GB TGI Clickstream 2013 Q4
  • MAIN RESULTS
  • Twitter is important for keeping up with the(ir) world Source: You Gov January 2014 Base: All Twitter Users (1266): Select up to 3 of these statements which BEST describes the way in which you use Twitter 39% 39% 38% 26% 23% 19% 12% As a way to pass the time To be aware of what is going on around me To feel connected to people I am interested in but don't know To keep in touch with people I know To tell others what I am doing or thinking To add enjoyment to different aspects of my life To enhance my TV viewing Main reasons for using Twitter
  • WHY NEWSBRANDS ARE GOOD FOR TWITTER
  • Newsbrands provide an important service • Source: You Gov January 2014 • Base: All Twitter Users (1266): To what extent do you agree or disagree with these statements about Twitter 40% 49% 51% 53% 56% 61% Gives me a chance to consume news with a like- minded community I often use it as a tool for reading reactions to news stories I like the fact that news breaks on Twitter before anywhere else Twitter and news stories make a great combination Twitter gives you the chance to engage with the news that interests you most I like to be able to follow the news as it happens % agree
  • Newsbrands act as a portal to Twitter...and increase traffic 11% of those who follow newspaper brands on Twitter say they “were first introduced to Twitter by a newspaper brand as a way of keeping up with the news from their favourite paper” 40% of them agree “I check Twitter frequently to see what’s going on with my favourite newspaper brand(s)” Read
  • Newspaper brands are a key reason for using Twitter • Source: You Gov January 2014 • Base: Follow newspaper brand (442) Follow newspaper (217) Follow newspaper journalist (629): • To what extent do you agree or disagree with these statements about Twitter: “Newspaper brands are a key reason for me to use Twitter” 17% 26% 29% Follow a newspaper's journalist Follow a newspaper brand Follow a newspaper sub-brand % agree
  • Newsbrand followers are more active Twitter users • Source: You Gov January 2014 • Base: All Twitter Users (1266): Which, if any, of the following do you regularly do? 41% 26% 20% 15% 57% 43% 30% 22% 62% 49% 34% 21%21% 11% 10% 5% Retweet interesting links and comments Post links to articles Tweet about trending news topics Reply to content and opinion posted by newspaper brands/journalists Total Twitter Follow newspaper brands Follow sub-brands Do not follow
  • Newsbrands on Twitter are important for driving and spreading news • Source: You Gov January 2014 • Base: All Twitter Users (1266): How important do you think…Newspaper brands on Twitter are in driving/spreading news
  • Newsbrand followers visit and post on Twitter more often • Source: You Gov January 2014 • Base: Follow newspaper brands inc sub-brands (489) Do not follow (510) 56% 23% 35% 11% Visit daily Post daily Followers Non-followers 40% of followers agree that “I check Twitter frequently to see what’s going on with my favourite newspaper brands” – ¼ of them agree strongly with this statement
  • Helping to build trust in the content • Source: You Gov January 2014 • Base: All Twitter Users (1266) Follow newspaper brands inc sub-brands (489) 45% 62% Total Twitter Follow newsbrands % saying that “It is important that news on Twitter is verified by a respected brand”
  • Why Twitter is good for Newsbrands
  • @theipaper @DailyMirror @DailyMailCeleb @TheSunNewspaper @FabulousMag @MirrorFootball @PeopleSport @thesundaypeople @TheSundayMirror @Celebsmag @MailOnline @guardian @guardiantech @ObsNewReview @ObsMagazine @Telegraph @TeleFashion @thetimes @TimesVideo @thesundaytimes @ST_Driving @Independent @IndyFashion @IndyOnSunday @EveningStandard @thestandardarts
  • Twitter encourages portfolio readership • Source: You Gov January 2014 • Base: All Twitter Users (1266) Follow newspaper brand (442) Follow newspaper sub-brand (217) 78% Follow another newspaper brand % newspaper brand followers 78% Follow another newspaper brand % newspaper sub-brand followers
  • Twitter extends the reach of both print and online audiences • Source: You Gov January 2014: • Base: Follow newspaper brand inc sub-brands (489) • To what extent do you agree or disagree with these statements about Twitter 53% 55% 60% Twitter helps me feel more connected to the newspaper brands I like Twitter gives me opportunity to engage with newspaper brands I would not normally read online Twitter gives me opportunity to engage with newspaper brands I would not normally read in print format % agreeing with statements
  • From headlines to analysis • Source: You Gov January 2014 • Base: All Twitter Users (1266) Follow newspaper brands inc sub-brands (489) 55% 75% Total Twitter Follow newsbrands % agreeing that “It is important that news on Twitter links to more in-depth analysis/articles”
  • Twitter creating new relationships Source: YouGov Qualitative stage follows eight Guardian handles in total allowing her to engage with her favourite columnists and create communities through music. She accesses the Website as her main news source follows three Telegraph handles in total including their main account and sport accounts which continue to act as his main source for authoritative news. He has an established relationship with the paper through years of reading which he has taken over to Twitter. 69 newsbrand or journalist handles, many sports related
  • Why Newsbrands and Twitter are stronger together
  • Gossip/Banter I want to relax and enjoy myself Twitter has a unique humorous side to news stories. It’s a backstage pass into the lives of celebrities and allows me to be part of the gossip. Knowledge I want to be the first to know Twitter gives me instant access to the news and is where news stories tend to break first. It’s the best place to follow news stories as they develop during the day. Community I want to find out about things I care about Twitter gives me the chance to engage with stories relevant to me with a community of like-minded people. Discovering people with shared interests I wouldn’t otherwise meet through shared news interests. Opinion I want to know what people think Twitter is a way of discovering different points of opinion and commentary on news stories. More personal opinions of celebrities/writers. Interaction with the news on Twitter Twitter adds four core benefits as a news platform for users…
  • Gossip/Banter Witty and celebrity columnists Newsbrands are responsible for some of the most popular individual tweeters. Individual journalists are key contributors to the humour content on Twitter. Knowledge Trusted instant updates Newsbrand handles provide legitimacy and authority when news is breaking on Twitter. They also provide journalists that offer quicker, more accurate instant updates on stories as they happen. Community An opportunity to connect with like-minded content and people Through their sub-section handles and the overarching strength of newsbrand identities newsbrands offer users the opportunity to discover more content that is relevant to them and engage with other people through these communities. Opinion Honest and expert opinions and debate Newsbrands offer expert opinion pieces and the individual journalists offer honest and frank opinions as well as engaging with followers. Interaction with the news on Twitter Newsbrands underpin these 4 key benefits
  • Gossip / Banter Knowledge Community Opinion Having a bit of banter or gossip Being the first to know Connecting with like minded people Being part of the wider debate – ‘having your say’ @FleetStreetFox @caitlinmoran @JeremyClarkson @OllieHolt22 #tomorrowspaperstoday @Telegraph @commentisfree @OwenJones84@DAaronovitch@TimesEducation@GuardianEnvironment@GeorgeMonbiot Multiple use Twitter handles @JohnRentoul @Sunny_hundal @MarinaHyde @mrevgenylebedev and they do this through a diverse offering...
  • I want to be the first to know
  • 32 Knowledge – ‘Want to be first to know’ Q37. Thinking about the news brands you follow on Twitter, what does it add to your consumption of news? For example, what do you enjoy most about it?
  • 33 Knowledge – ‘Want to be first to know’ Q37. Thinking about the news brands you follow on Twitter, what does it add to your consumption of news? For example, what do you enjoy most about it?
  • I want to know what people think
  • 35Q37. Thinking about the news brands you follow on Twitter, what does it add to your consumption of news? For example, what do you enjoy most about it?Q37. Thinking about the news brands you follow on Twitter, what does it add to your consumption of news? For example, what do you enjoy most about it?
  • 36Q37. Thinking about the news brands you follow on Twitter, what does it add to your consumption of news?Q37. Thinking about the news brands you follow on Twitter, what does it add to your consumption of news? For example, what do you enjoy most about it?
  • I want to find out about things I care about
  • The importance of community 40% 52% 55% Total Twitter Follow newspaper brands inc journalists Follow newspaper sub-brands “Twitter gives me the chance to consume news within a community of like-minded people” • Source: You Gov January 2014 • Base: All Twitter Users (1266) Follow newspaper brands inc journalists (756) Follow newspaper sub-brands (217) • To what extent do you agree or disagree with these statements about Twitter
  • @ESmotoring @IndyVoices @TheSTStyle @TimesEducation @guardiantech @DailyMailCeleb @TeleFashion @TheSunFootball @MirrorSport @PeopleSport @ObsFood
  • Newsbrands create special interest communities 54% 60% Follow newspapers inc journalists Follow newspaper sub-brands “Newspaper brands on Twitter give me the opportunity to connect with like-minded people around specialist areas of interest” • Source: You Gov January 2014 • Base: Follow newspaper brands inc journalists (756) Follow newspaper sub-brands (217) • To what extent do you agree or disagree with these statements about Twitter
  • Sub brands followers feel more connected 53% 57% Follow newspapers inc journalist Follow newspaper sub-brands “Twitter helps me feel more connected to the newspaper brands I like” • Source: You Gov January 2014 • Base: Follow newspaper brands inc journalists (756) Follow newspaper sub-brands (217) • To what extent do you agree or disagree with these statements about Twitter
  • It’s not all about the serious • Source: You Gov January 2014 • Base: Total Twitter (1266) Follow newspaper brand (442) Follow newspaper (217) Follow newspaper journalist (629) To what extent do you agree or disagree with these statements about Twitter 56% 53% 53% 43% Follow a newspaper sub-brand Follow a newspaper brand Follow a newspaper's journalist Total Twitter % agreeing with statement “Twitter provides a unique and humorous take on the lighter news stories”
  • 43 Q37. Thinking about the news brands you follow on Twitter, what does it add to your consumption of news? For example, what do you enjoy most about it?
  • 44 Q37. Thinking about the news brands you follow on Twitter, what does it add to your consumption of news? For example, what do you enjoy most about it?
  • I want to relax and enjoy myself
  • 46 It doesn’t have to be serious all of the time... Q37. Thinking about the news brands you follow on Twitter, what does it add to your consumption of news? For example, what do you enjoy most about it?
  • It doesn’t have to be serious all of the time... 47 Q37. Thinking about the news brands you follow on Twitter, what does it add to your consumption of news? For example, what do you enjoy most about it?
  • @Celebsmag EveningDaytime @Independent Morning @TelegraphNews
  • Newspaper brands provide an authoritative viewpoint and offer verified news in a user generated content world. Twitter helps newspaper brands to become part of breaking news in people’s minds through instant updates Newspaper brands provide detailed analysis behind 140 character Tweets Twitter provides opportunities for users to engage with newspaper brands that they wouldn’t normally read in other formats. Newspaper brands offer content and recognisable brands that can bring people together through shared interests Twitter enables newspaper readers to connect with newsbrands and content in a more direct dialogue The whole is stronger than the sum of the parts
  • The role of brands, sub-brands & journalists • A source of authority on breaking stories in a sea of speculation and gossip • Signpost places for further information and comment via links • A way of filtering information and tailoring to interests • A way of finding out about news stories that don't make the headlines elsewhere • A meeting point to connect through comment and debate • Often first to break stories • Insider view • Witty and humorous insights • Personal opinions – less constrained NEWSBRANDS SUB-BRANDS JOURNALISTS
  • Let’s hear it for the journalists
  • Journalists and Twitter benefit each other through…
  • Let’s hear it for the journalists • Source: You Gov January 2014 • Base: Follow newspaper brands inc sub-brands (489) • To what extent do you agree or disagree with these statements about Twitter 69% 48% 40% Gives me access to journalists I wouldn't otherwise connect to I feel I have a more personal connection with journalists I follow Journalists on Twitter are trustworthy and faster source of news % agree
  • 54Q37. Thinking about the news brands you follow on Twitter, what does it add to your consumption of news? Q37. Thinking about the news brands you follow on Twitter, what does it add to your consumption of news? For example, what do you enjoy most about it?
  • 55Q37. Thinking about the news brands you follow on Twitter, what does it add to your consumption of news? Q37. Thinking about the news brands you follow on Twitter, what does it add to your consumption of news? For example, what do you enjoy most about it?
  • 56Q37. Thinking about the news brands you follow on Twitter, what does it add to your consumption of news? Q37. Thinking about the news brands you follow on Twitter, what does it add to your consumption of news? For example, what do you enjoy most about it?
  • How Twitter & newsbrands turn readers into followers and followers into readers
  • All figures, unless otherwise stated, are from YouGov Plc. Total sample size was 1266 Twitter users. Fieldwork was undertaken between 05/12/2013 - 18/12/2013. The survey was carried out online. The figures have been weighted and are representative of Twitter (UK).