Making sense of Twitter: A monitoring and analysis case study

1. MAKING SENSE
OF TWITTER:
A MONITORING & ANALYSIS
CASE STUDY

2. SOCIAL MEDIA:
THE NEW VOICE OF THE MARKET?

3. 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)

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

5. 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

6. 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

7. CASE STUDY

8. 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%

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

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

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

12. 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

13. 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 !!!

14. ANALYSIS – MEANINGFUL TWEETS
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, but lots of
casual twitterers

15. ANALYSIS – MEANINGFUL TWEETS
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

16. ANALYSIS – MEANINGFUL TWEETS WITH URL
49% of all meaningful tweets
An information transmission logic
 Corporate information
(business, finance, MarCom)
is ahead. Information on
products and services, mainly
innovations, is shared by a
user in 5.
Corporate
Products
Services
Employment

17. ANALYSIS – MEANINGFUL TWEETS WITH URL
Key news/events drive tweeting:
 Almost half of meaningful
tweets with url are due to 15
news/events with the two
main accounting for 20% of
them

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

19. CRISIS MANAGEMENT

20. ANALYSIS – MEANINGFUL TWEETS WITHOUT URL
51% of all meaningful tweets
A spontaneous expression logic:
 Two thirds of spontaneous
expression for one third of
information transmission,
comment or seeking
Spontaneous
expression
Information
transmission
Comments on
information
Information
seeking

21. ANALYSIS – MEANINGFUL TWEETS WITHOUT URL
Information on every brand topics:
 All themes from corporate
to operational are covered
6%
7%
9%
9%
14%
16%
18%
21%
Employé
Référence
Prix/promo
Services
Expérience PdV
Marque
Communication
ProduitsProducts
Communication
Branding
POS experience
Services
Price/promotion
Pointless reference
Employee feedback

22. ANALYSIS – MEANINGFUL TWEETS WITHOUT URL
A third of these tweets are expressing opinions:
 Mainly negative
comments on advertising
campaigns, whereas products
and services drive positive
comments
 An analytical value for ad testing and for
products/services evaluation
Negative
comments
Positive
comments
Balanced
comments

23. TRACKING OPINIONS TO CREATE BRANDED
CONTENT

24. ANALYSIS – MEANINGFUL TWEETS WITHOUT URL
A third of these tweets are expressing behaviours:
 Importance of pointless
discussion about products.
Lots of online buzz discussed.
Interst in understanding
specific usage and
consumption situations
Chit chat
Buzz
Consumption

25. FROM BEHAVIOURS AND OPINIONS LISTENING
TO ENGAGEMENT

26. ANALYSIS – MEANINGFUL TWEETS WITHOUT URL
A third of these tweets are expressing attitudes:
 The expression of
expectation is far ahead.
Announcement and
anticipation of new services
and products follow. 3% of
these tweets are actual
recommendations
Expectation
Announcement
Question
Notification
Confirmation
Recommendation

27. TRACKING AND MANAGING EXPECTATION

28. RECOMMENDATION AS A PROMOTION
DRIVER

29. AS A CONCLUSION

30. 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

31. 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