Twitter Statistics & Case Studies

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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.

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Twitter Statistics & Case Studies

  1. 1. Twitter Stats & Case Studies by incitez June 2011 incitez
  2. 2. incitezcreating data-driven viral campaigns incitez
  3. 3. Twitter StatisticsRes ea rch a n d st ud y a b ou t Tw it te r incitez
  4. 4. It took Twitter 3 years, 2 months & 1 day to reach the 1st billion tweetsSource: Twitter, March 2011 incitez
  5. 5. Now, it takes 1 week to generate 1 billion tweets.Source: Twitter, March 2011 incitez
  6. 6. 50 Million Tweets per day in 2010Source: Twitter, March 2011 incitez
  7. 7. 140 million Tweets per day in 2011Source: Twitter, March 2011 incitez
  8. 8. 460,000 new accounts created per daySource: Twitter, March 2011 incitez
  9. 9. Fortune 500 Companies with a Twitter Account 60% 35% 2009 2010Source: Source: University of Massachusetts Dartmouth Center for Marketing Research incitez
  10. 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-#500Source: Source: University of Massachusetts Dartmouth Center for Marketing Research incitez
  11. 11. A Tweet is worth $5 for daily deals sitesSource: ChompOn, Feb 2011 incitez
  12. 12. A Twitter “Follow” is worth $2 for daily deals sites.Source: ChompOn, Feb 2011 incitez
  13. 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. 14. Most tweets pointless babble 41% 38% 9% 6% 4% 4% Pointless babble Conversational Pass-along value Self-promotion Spam NewsSource: Jeremy Dean, University College London 2010 incitez
  15. 15. Source: Pew Internet & American Life Project 2009 incitez
  16. 16. Source: Pew Internet & American Life Project 2009 incitez
  17. 17. More women (55%) than men on TwitterSource: Harvard Business Review 2009. http://bit.ly/88r1p4 incitez
  18. 18. On avg, men had more 15% followers than womenSource: Harvard Business Review 2009. http://bit.ly/88r1p4 incitez
  19. 19. men twice as likely to follow another man as they were a womanSource: Harvard Business Review 2009. http://bit.ly/88r1p4 incitez
  20. 20. women 25% more likely to follow menSource: Harvard Business Review 2009. http://bit.ly/88r1p4 incitez
  21. 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. 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. 23. 85% of Twitter trends are news-relatedSource: http://an.kaist.ac.kr/traces/WWW2010.html incitez
  24. 24. 10% of Twitter users contribute 90% of the tweetsSource: Heil & Piskorski, 2009 incitez
  25. 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. 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. 27. Celebrities seem to have large amounts of followers with low Twitter authority levelsSource: Sysomos 2010 incitez
  28. 28. 8 in 10 Twitter Users Within 5 Steps or LessSource: Sysomos 2010 incitez
  29. 29. 1 in 5 Tweets is Brand-RelatedSource: Penn State University 2009 incitez
  30. 30. 43% of Twitter account holders utilize the service through a mobile device compared to 34% and 9% for Facebook and LinkedIn respectivelySource: Compete 2011 incitez
  31. 31. 17% of Twitter users tweet about a TV show while watching the showSource: Compete 2011 incitez
  32. 32. Source: Compete 2011 incitez
  33. 33. Twitter Facebook 56% 47% More Likely to PurchaseSource: Compete 2011 incitez
  34. 34. Twitter followers are much morelikely to use the platform for “updates on future products” than Facebook fans incitez
  35. 35. 9 Case Studies Creative Twitter CampaignsTw 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. 36. Tweets Posted within An Ad Unitthat can appear anywhere on the web Nestle Juicy Juice incitez
  37. 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. 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 managervia @mashable incitez
  39. 39. Tweets Turned into Movie VoiceoverOrange 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. 40. Festival tickets location revealed via Google Map when based on how many people shared the hashtag #foxatplanetaterraVolkswagen. The hashtag became a trending topic in Brazil in 2 hours incitez
  41. 41. Tweets Transformed into TV Ads5 tweets about Kraft’s Macaroni & Cheese were converted into TV ads. incitez
  42. 42. Making use of unused characters to promote the cause Ben & Jerry, fairtweets.com incitez
  43. 43. Users Tweeted Photos Transformed with a mask & cape and Tweeted back to User Radioshacks incitez
  44. 44. Solving puzzles using several different images from 371 Twitter profiles Jeep incitez
  45. 45. A smartphone (campaign focus) was packed in giftboxes and covered with post-its. Players had to tweetwhat was written on the post-its to unwrap the boxes. Turkcell incitez
  46. 46. For more tips and insights on digital marketing, you can subscribe here: http://www.incitez.com/whitepaper incitez
  47. 47. Contact us for social media strategy & campaign developmentRocky Fu, Director of Digital Strategies, IncitezTwitter: @rockyfuBlog: http://www.rockyfu.com/blogEmail: rockyfu@incitez.comAlso Follow:Company Blog: http://www.incitez.com/blog@incitez_apac (digital insights and stats in Apac)@chinainternet (China Internet related news and trends) incitez

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