Employee Brand Ambassadors. Case Study - General Electric

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SociaLook helps companies discover and activate their employees to become powerful brand advocates.

The current report focuses on three major areas:
- The Background Analysis helps companies understand who are their employee advocates on Twitter.
- The Activity Analysis reveals how these employees are communicating about the brand and what impact their messages have (in terms of influence, engagement, reach), etc.
- Follower Analysis helps companies understand the audience of their employee advocates, by revealing follower positions, companies, location, influence, etc.

Note: only employees that publicly mentioned their affiliation with the company were taken into account

Published in: Social Media, Technology, Business
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Employee Brand Ambassadors. Case Study - General Electric

  1. 1. www.socialook.net Employee Brand Ambassadorship on Twitter 
 
 Case Study General Electric October 2013 SociaLook Ltd @socialook
  2. 2. www.socialook.net Table of Contents Introduction Executive Summary Background Analysis 1. Most Recent Tweet 2. Department Breakdown 3. Hierarchy Levels 4. Top Countries Network Analysis 1. Total Followers 2. Followers Breakdown 3. Most Recent Tweet 4. Top Companies 5. Top Positions 6. Top Countries 7. Followers Audience Distribution 8. Top Followers by Audience Activity Analysis 1. Tweet Types 2. Influence Distribution 3. Most Influential Employees 4. Top Tweets 5. Top Hashtags 6. Top Advocates 7. Shares 8. Potential Impressions 9. Engagement Contact SociaLook Ltd @socialook
  3. 3. www.socialook.net Introduction — We analyzed the worldwide Twitter communication of GE’s employees, for the month of October 2013 — A total of 1057 employees and 49 corporate accounts were analysed — We focused on employees that publicly mentioned their affiliation with GE in their Twitter profiles — The report is composed of three sections: I. Background Analysis - deals with understanding who the employees are on Twitter (positions, countries, etc.) II. Network Analysis - focuses on understanding who the company’s employees are following and who follows them III.Activity Analysis - deals with employee activity, how influential they are and how their company-related messages are reaching the audience in terms of reach and engagement SociaLook Ltd !3 @socialook
  4. 4. www.socialook.net Executive Summary — Most employee accounts are from the US (287), UK (59), and India (46), all other countries having less than 21 accounts. — The total audience of the corporate accounts is almost 3.5 times larger than the one of the employees, but the overlap between followers is only 20%. — Employees share 2 times more general tweets than corporate, but only 1 in 10 tweets from employees contain a company-related keyword, compared to almost 1 in 3 tweets from corporate accounts. — Corporate tweets about the GE brand reach a much broader audience, but the engagement per tweet per follower is about 6 times bigger for employees. SociaLook Ltd !4 @socialook
  5. 5. www.socialook.net I. Background Analysis — This section analyses the background of the company’s employees that have a Twitter presence — It displays the following information: — Most Recent Tweet — Department Breakdown — Hierarchy Levels — Top Countries SociaLook Ltd !5 @socialook
  6. 6. www.socialook.net I.1. Most Recent Tweet* — 10% of employees active in the Yesterday past 24h 101 Last Week — 27% active in the past week 272 Last Month — 6% inactive accounts 422 Last Year 720 848 1 year+ 66 Inactive 126 Protected 0 450 *Data couldn’t be obtained for 17 accounts due to 3’rd party constraints. The analysis data is relative to the day when the report was generated. SociaLook Ltd !6 @socialook 900
  7. 7. www.socialook.net I.2. Department Breakdown — Top departments: — Technical (191) Technical 18,1% — Marketing (168) Other 58% — Sales (58) Marketing 15,9% Sales HR 5,5% 3% *The “other” category includes employees that didn’t belong to any department or didn’t have a specific position. SociaLook Ltd !7 @socialook
  8. 8. www.socialook.net I.3. Hierarchy Levels — 825 accounts (78%) - Non- Top Management 3,8% Management Middle Management 18,2% — 192 accounts (18%) - Middle Management — 40 accounts (4%)- Top Non-Management 78,1% Management SociaLook Ltd !8 @socialook
  9. 9. www.socialook.net I.4. Top Countries US — 44% of employees belonged 287 UK to the top 10 countries 59 India 46 Australia 21 Germany 16 Canada 16 France 13 Saudi Arabia 12 Italy 11 South Korea 11 — Most employees are from the US 0 SociaLook Ltd !9 75 150 225 300 @socialook
  10. 10. www.socialook.net II. Network Analysis — This chapter focuses on understanding who is following your company’s employees on Twitter (Followers) — It displays the following information about their network: — Total Followers — Followers Breakdown — Most Recent Tweet — Top Companies — Top Positions — Top Countries — Followers Breakdown — Followers Audience Distribution — Top Followers by Audience SociaLook Ltd !10 @socialook
  11. 11. www.socialook.net II.1. Total Followers* 500.000 — Employee followers represent 27% of corporate followers audience overlaps with the corporate one 375.000 Number of followers — 20% of the employee 451.550 250.000 123.976 125.000 24.616 0 Corporate Employees Overlap *The data represents unique followers. If an account follows more than one employee, it is only counted once. SociaLook Ltd !11 @socialook
  12. 12. www.socialook.net II.2. Followers Breakdown — Most employees have between 0 and 100 followers 900 — There are 3 employee accounts with more than 5000 followers Twitter Accounts 720 804 540 360 180 111 0 0 - 100 81 200 - 400 27 12 7 600 - 800 12 3 1000 - 5000 *The data represents unique followers. If an account follows more than one employee, it is only counted once. SociaLook Ltd !12 @socialook
  13. 13. www.socialook.net II.3. Most Recent Tweet Last 24h 1.980 Last Week 3.803 Last Month 4.864 Last Year 6.589 7.773 1 Year + 323 Inactive 488 Protected 0 SociaLook Ltd 4.000 !13 8.000 @socialook
  14. 14. www.socialook.net II.4. Top Companies Microsoft 50 Apple 11 Oracle 9 IBM 9 HP 8 Facebook 8 Dell 6 Cisco Systems 6 4 Honda 3 Razorfish 0 SociaLook Ltd 25 !14 50 @socialook
  15. 15. www.socialook.net II.5. Top Positions Followers Positions Marketing 197 Social Media 111 PR 92 Consultant 76 Designer 60 56 Engineer Sales 53 Marketer 53 Director 52 46 CEO 0 SociaLook Ltd 50 100 !15 150 200 @socialook
  16. 16. www.socialook.net II.6. Top Countries Followers Countries USA 2.697 UK 454 Australia 374 Spain 348 Canada 158 Mexico 142 India 119 France 100 Saudi Arabia 58 Netherlands 54 0 SociaLook Ltd 1.500 !16 3.000 @socialook
  17. 17. www.socialook.net II.7. Followers Audience Distribution 3000 — Most accounts that 2771 are following the 2400 have between 0 and 100 followers Twitter Accounts company’s employees 1800 1200 1114 — ~11% of employee followers have more than 5000 followers 1198 1121 600 970 656 439 315 0 00 + 0 0 00 00 00 00 00 00 -5 -1 -8 -6 -4 00 0 0 0 0 -2 00 !17 50 10 80 60 40 20 0 -1 10 0 SociaLook Ltd @socialook
  18. 18. www.socialook.net II.8. Top Followers by Audience Account Followed Employee Following Followers Ratio* 1. @billplaschke @lancefaul 160 111.078 694 2. @marijomariscal @alexreca91 39 11.580 296 3. @bitcoinwebhost @lynne_oconnor 211 46.108 218 4. @keithurban @nicole_weber 9.781 1.595.972 163 5. @r_albiazul @dagr8maycol 15 1.306 87 6. @archforhumanity @agmilmoe 2.369 202.428 85 7. @geaviation @bradbrougher 649 48.015 73 8. @geaviation @marcluley 649 48.015 73 9. @jordan_bridges @agmilmoe 4.769 286.046 59 10. @humphryslocombe @agmilmoe 4.769 286.046 59 * Ratio represents the number of followers an account has, divided by the number of accounts it is following. SociaLook Ltd !18 @socialook
  19. 19. www.socialook.net III. Activity Analysis — This chapter focuses on understanding the employees’ activity on Twitter and on measuring the reach and engagement for tweets about the company — It contains the following analyses: 1.Tweet Types 2. Most Influential Employees 3. Top Tweets 4. Top Hashtags 5. Top Ambassadors 6. Shares 7. Potential Impressions 8. Employee Engagement SociaLook Ltd !19 @socialook
  20. 20. www.socialook.net III.1. Tweet Types — Employees are mostly retweeting other Personal 16% tweets (3,032 tweets) — There are 1,852 tweets that contain URLs Retweet 30% Mention 16% URL 18% SociaLook Ltd !20 Reply 19% @socialook
  21. 21. www.socialook.net III.2. Influence Distribution — Most employees influence 500 484 levels in the 11-20 range — 4 employees have influence levels above 60 Twitter Accounts 400 300 275 200 135 100 71 0 20 N/A 58 10 4 1-10 11-20 21-30 31-40 41-50 51-60 60+ Klout Influence Level SociaLook Ltd !21 @socialook
  22. 22. www.socialook.net III.3. Most Influential* Employees Twitter Handle Name 1. @jeffimmelt Jeff Immelt 2. @andrewcrow Andrew Crow 3. @bethcomstock Beth Comstock 4. @jayfurr Jay Furr 5. @kwertz Kirsty Wertz 6. @guzforster Guz 7. @murphyglobal Cory Murphy 8. @imjb2u Jonathan Ballon 9. @johnlaw3742 John Lawrence 10. @kimberlytam Kim Tam 11. @lindaboff Influence Score Linda Boff *Klout (www.klout.com) was used to measure employee influence SociaLook Ltd !22 @socialook
  23. 23. www.socialook.net III.4. Top Tweets Twitter Handle Name 1. @jeffimmelt Jeff Immelt 2. @jeffimmelt Jeff Immelt 3. @lindaboff Linda Boff Tweet Retweet New #GE report published - predicting gas to be 26 percent of global primary energy consumption by 2025 #AgeOfGas http://t.co/cRvVr0cWjn Pic of me onstage with GE 50,000+ pound Blowout Preventer at #IndustrialInternet meeting. http://t.co/wom2xVeouc Love GE and Miley Cyrus comparison. http://t.co/MuGvPnJRBU @bethcomstock A marketing mind is a terrible thing to waste. Great closing line by GE superstar CMO @bethcomstock at ANA masters of marketing summit. 50 billion machines will connect to the internet in the next five years. 5. @randialterman Randi Alterman @bernieanger #GEconnect "What Miley Cyrus Can Learn From GE”. Yes, you read that right. http://t.co/ 6. @andrewcrow Andrew Crow jrS4uR5koG Portable ECG machines at GE healthcare stall #techmela ...made in India For 7. @jojijoykutty Joji Joykutty India...:-! http://t.co/XBZbM5oMk6 "Is RNP the Eventual Future of Air Navigation?"...Yes! Read how @GEAviation 8. @captstevefulton Steve Fulton continues to lead the deployment of RNP: http://t.co/mOFgcLJNsV How to promote engineering? Fasten your seatbelts: open night at the GE EDC 9. @eszterforcee N/A and Warsaw Institute of Aviation http://t.co/FqvbCD5Zuw @JenBrockie doing a fantastic job moderating the discussion tonight at 10. @lca_walsh Louisa Walsh #Australia2_0 @GEAustralia @FinancialReview Brilliant! "@lindaboff: 57k pound blowout preventer on stage at GE's #MM13 11. @bethcomstock Beth Comstock Chicago. Big iron at its finest. http://t.co/9ArqzIdAij" 4. @lindaboff Linda Boff SociaLook Ltd !23 20 15 10 8 5 5 5 5 4 4 4 @socialook
  24. 24. www.socialook.net III.5. Top Hashtags Hashtag Retweets Mentions 134 221 2. #fb 7 90 3. #TechMela 16 73 4. #breastcancer 22 68 5. #GE 40 66 6. #Australia2_0 27 44 7. #jobs 8 38 8. #bigdata 20 34 9. #AtWork2013 4 32 10. #GEConnect 14 28 1. #industrialinternet SociaLook Ltd !24 @socialook
  25. 25. www.socialook.net III.6. Top Advocates Twitter Handle 1. @sdefache Name Company Tweets Company Retweets Suzanne Defache 126 51 James Curnow 62 1 3. @jojijoykutty Joji Joykutty 51 12 4. @allijcohen Allison J. Cohen 42 5 5. @shaunda Shaunda 40 9 Shyam Varan Nath 35 4 gpetroff 35 8 Julie Dills Wood 28 2 Kyle Reissner 27 5 10. @randialterman Randi Alterman 24 11 11. @ralph_erik_x Ralph Erik Exton 23 0 2. @jamescurnow4 6. @shyamvaran 7. @gpetroff 8. @juliedillswood 9. @ryzner * ‘Retweets’ represents the number of retweets for tweets about the company. SociaLook Ltd !25 @socialook
  26. 26. www.socialook.net III.7. Shares — Employees share 2.2x more 11.000 10.045 tweets and 1.3x more URLs — Employees share 300 less company tweets*, and 500 Number of Tweets than corporate accounts 8.250 5.500 4.560 3.448 2.543 2.750 less company URLs* than 1.429 1.394 corporate accounts 0 1.110 Corporate Total Tweets Company URLs 906 Employee Company Tweets Total URLs * Tweets and URLs about the company contain a keyword about the company. SociaLook Ltd !26 @socialook
  27. 27. www.socialook.net III.8. Potential Impressions* — Corporate messages are potentially 200.000.000 199.246.740 seen by 33x more Twitter users 150.000.000 — For company-related tweets, corporate messages are potentially Reach Levels than employee messages 100.000.000 seen by 38x more Twitter users 50.000.000 than employee messages 23.179.762 0 5.714.008 678.423 Corporate Total Employees Company Reach** * Potential Impressions measure how many times a tweet from corporate or employees could have been seen by Twitter users. ** The ‘Company Reach’ category contains URLs, Hashtags and mentions about the company. SociaLook Ltd !27 @socialook
  28. 28. www.socialook.net III.9. Employee Engagement* Engagement Analysis — Corporate generates 3.8x more engagement 6.000 5.795 than employees for regular tweets — Corporate generate 6x more engagement — The engagement/tweet/follower for regular tweets is 9x bigger for employees when Engagement than employees, for company-related tweets 4.500 3.000 1.796 compared to corporate 1.500 — The engagement/tweet/follower for 1.530 291 company-related tweets is 5.5x bigger for 0 employees when compared to corporate Corporate Total Employees Company Engagement** * Engagement represents the way an audience interacts with a tweet and is calculated by counting its retweets.
 ** The ‘Company Engagement’ category contains URLs, Hashtags and mentions about the company. SociaLook Ltd !28 @socialook
  29. 29. www.socialook.net Order a report • Interested in a report tailored for your company’s employees? Get in touch at horatiu@socialook.net, or via Twitter -@horatiumocian. ! • For more information about what we do, please check us out at www.socialook.net. SociaLook Ltd !29 @socialook

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