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 QUANTITATI...
How many follow newsbrands
35%
17%
49%
59%
Follow newspaper
brand
Follow newspaper sub-
brand
Follow newspaper
journalist
...
The sample profile
• Source: GWI
Age profile of the Twittersphere – active Twitter users
153
135
114
62
33
16 to 24 25 to ...
The sample profile
• Source: NRS PADD Oct 2012 – Sep 2013 + comScore 2013
Age profile of newsbrand readers
98
102 102 101 ...
25-34s are most likely to follow newsbrands
Profile of newsbrand followers
205
177 176
126
Female 25
to 34
Male 25 to
34
M...
Newsbrand followers are even more upmarket and
affluent than non-followers
70%
30%
70%
28%
57%
43%
61%
21%
ABC1 C2DE Worki...
Highly active and valuable online audience
58%
More likely to make
an online purchase
more than once a
week
37%
More likel...
Newsbrand + Twitter visitors have huge
influence across a range of sectors
More
knowledgeable…
Computers 142
Alcoholic dri...
MAIN RESULTS
Twitter is important for keeping up with
the(ir) world
Source: You Gov January 2014
Base: All Twitter Users (1266): Select...
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...
Newsbrands act as a portal to
Twitter...and increase traffic
11% of those who follow newspaper brands on Twitter say they ...
Newspaper brands are a key reason
for using Twitter
• Source: You Gov January 2014
• Base: Follow newspaper brand (442) Fo...
Newsbrand followers are more active Twitter
users
• Source: You Gov January 2014
• Base: All Twitter Users (1266): Which, ...
Newsbrands on Twitter
are important for driving
and spreading news
• Source: You Gov January 2014
• Base: All Twitter User...
Newsbrand followers visit and
post on Twitter more often
• Source: You Gov January 2014
• Base: Follow newspaper brands in...
Helping to build trust in the content
• Source: You Gov January 2014
• Base: All Twitter Users (1266) Follow newspaper bra...
Why Twitter is good for
Newsbrands
@theipaper
@DailyMirror
@DailyMailCeleb
@TheSunNewspaper
@FabulousMag
@MirrorFootball
@PeopleSport
@thesundaypeople
@TheSu...
Twitter encourages portfolio readership
• Source: You Gov January 2014
• Base: All Twitter Users (1266) Follow newspaper b...
Twitter extends the reach of both print and
online audiences
• Source: You Gov January 2014:
• Base: Follow newspaper bran...
From headlines to analysis
• Source: You Gov January 2014
• Base: All Twitter Users (1266) Follow newspaper brands inc sub...
Twitter creating new relationships
Source: YouGov Qualitative stage
follows eight Guardian handles in total
allowing her t...
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 i...
Gossip/Banter
Witty and celebrity columnists
Newsbrands are responsible for some of the
most popular individual tweeters. ...
Gossip / Banter Knowledge
Community Opinion
Having a bit of
banter or gossip
Being the first
to know
Connecting with
like ...
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 y...
33
Knowledge – ‘Want to be first to know’
Q37. Thinking about the news brands you follow on Twitter, what does it add to y...
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, wh...
36Q37. Thinking about the news brands you follow on Twitter, what does it add to your consumption of
news?Q37. Thinking ab...
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
...
@ESmotoring
@IndyVoices
@TheSTStyle
@TimesEducation
@guardiantech
@DailyMailCeleb
@TeleFashion
@TheSunFootball
@MirrorSpor...
Newsbrands create special interest communities
54%
60%
Follow newspapers inc journalists Follow newspaper sub-brands
“News...
Sub brands followers feel more connected
53% 57%
Follow newspapers inc journalist Follow newspaper sub-brands
“Twitter hel...
It’s not all about the serious
• Source: You Gov January 2014
• Base: Total Twitter (1266) Follow newspaper brand (442) Fo...
43
Q37. Thinking about the news brands you follow on Twitter, what does it add to your consumption of news? For example, w...
44
Q37. Thinking about the news brands you follow on Twitter, what does it add to your consumption of news? For example, w...
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 i...
It doesn’t have to be serious all of the time...
47
Q37. Thinking about the news brands you follow on Twitter, what does i...
@Celebsmag
EveningDaytime
@Independent
Morning
@TelegraphNews
Newspaper brands provide an
authoritative viewpoint and
offer verified news in a user
generated content world.
Twitter hel...
The role of brands, sub-brands & journalists
• A source of authority on breaking stories in a sea of speculation
and gossi...
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...
54Q37. Thinking about the news brands you follow on Twitter, what does it add to your consumption of
news?
Q37. Thinking a...
55Q37. Thinking about the news brands you follow on Twitter, what does it add to your consumption of
news?
Q37. Thinking a...
56Q37. Thinking about the news brands you follow on Twitter, what does it add to your consumption of
news?
Q37. Thinking a...
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 underta...
Upcoming SlideShare
Loading in …5
×

#NewsOnTheTweet

4,560 views

Published on

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

Published in: Social Media
0 Comments
5 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
4,560
On SlideShare
0
From Embeds
0
Number of Embeds
1,984
Actions
Shares
0
Downloads
58
Comments
0
Likes
5
Embeds 0
No embeds

No notes for slide
  • 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

    1. 1. How Newsbrands and Twitter work together to turn followers into readers and readers into followers
    2. 2. WHO? HOW? WHY?
    3. 3. 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
    4. 4. 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)
    5. 5. 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
    6. 6. 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
    7. 7. 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)
    8. 8. 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)
    9. 9. 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
    10. 10. 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
    11. 11. MAIN RESULTS
    12. 12. 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
    13. 13. WHY NEWSBRANDS ARE GOOD FOR TWITTER
    14. 14. 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
    15. 15. 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
    16. 16. 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
    17. 17. 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
    18. 18. 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
    19. 19. 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
    20. 20. 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”
    21. 21. Why Twitter is good for Newsbrands
    22. 22. @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
    23. 23. 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
    24. 24. 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
    25. 25. 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”
    26. 26. 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
    27. 27. Why Newsbrands and Twitter are stronger together
    28. 28. 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…
    29. 29. 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
    30. 30. 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...
    31. 31. I want to be the first to know
    32. 32. 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. 33. 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?
    34. 34. I want to know what people think
    35. 35. 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?
    36. 36. 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?
    37. 37. I want to find out about things I care about
    38. 38. 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
    39. 39. @ESmotoring @IndyVoices @TheSTStyle @TimesEducation @guardiantech @DailyMailCeleb @TeleFashion @TheSunFootball @MirrorSport @PeopleSport @ObsFood
    40. 40. 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
    41. 41. 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
    42. 42. 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. 43. 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. 44. 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?
    45. 45. I want to relax and enjoy myself
    46. 46. 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?
    47. 47. 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?
    48. 48. @Celebsmag EveningDaytime @Independent Morning @TelegraphNews
    49. 49. 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
    50. 50. 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
    51. 51. Let’s hear it for the journalists
    52. 52. Journalists and Twitter benefit each other through…
    53. 53. 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
    54. 54. 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?
    55. 55. 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?
    56. 56. 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?
    57. 57. How Twitter & newsbrands turn readers into followers and followers into readers
    58. 58. 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).

    ×