This document analyzes data from airport Twitter accounts. It finds that only 20% of tweeting airports account for 80% of tweets, and the top 10 airports have the most interaction. While follower counts are high, tweet volumes dropped after major aviation incidents like the 2013 Boston Marathon bombing and 2013 Asiana Airlines Flight 214 crash. The Twittairport tool allows analyzing structural Twitter elements like followers and tweets, but provides limited content information due to API restrictions. In conclusion, much airport Twitter data exists but its value for understanding customer engagement requires further analysis.

1. Airports on Twitter in numbers.
What can we learn?

2. Airports on Twitter in numbers.
What can we learn?
?
? ?? ?

3. Airports on Twitter in numbers.
What can we learn?
by Sven Solterbeck

4. v
Analysis by World Region: August 2015

5. How busy are
airports with
Twitter?

6. v
Who is twittering?
Twittairport‘s Key figures in total:
Accounts: 756 / Followers: 4,711,473
Tweets posted in Aug 2015: 71,548

7. v
A matter of followers?

8. v
A matter of followers?
Airports with more
Followers post not
necessarily more Tweets!

9. v
A matter of followers?
2,5% (Category "Green" and
"Purple") of all Twittairport accounts
have written in August 2015 at least
49,7% of monthly tweets.

10. v
A matter of size?

11. v
A matter of size?
0,7% (Category "Green" and
"Purple") of all Twittairport accounts
have written in August 2015 at least
10,7% of monthly tweets.

12. v
Only 20% of all
tweeting airport
write 80% of all
related posts.

13. Who is the target
group for Twitter?

14. For what an airport stands for?

15. Which determinantes in Twitter for
analysing and defining the target group?
The key for user engagement is a matter of:
• semantic (the meaning behind the Tweet)
• communication (question and answer, time
to respond)
• stakeholders (pax, firms, residents, employees,
places etc.)
• strategy

16. Top 10 Twittairports and
their degree of interaction

17. How often airports are tweeting?
Velocity of Status Count
Accelaration of Change

18. How often airports are tweeting?

19. The cross network activities?
http://social.skift.com/entities/heathrowairport

20. The majority of
Tweets belongs
to customer care

21. What are the
impacts on Twitter?

23. Boston Marathon bombings on Apr 15

24. Boston Marathon bombings on Apr 15

25. Boston Marathon bombings on Apr 15

26. Asiana air crash at SFO on Jul 6th

27. Asiana air crash at SFO on Jul 6th

28. Asiana air crash at SFO on Jul 6th

29. Nairobi Kenyatta fire case on Aug 3rd

30. Nairobi Kenyatta fire case on Aug 3rd

31. Nairobi Kenyatta fire case on Aug 3rd

32. Follower numbers
remained,
Tweet Numbers
dropped down

33. But, what was about @HIAQatar?
Hamad International Airport won
in July almost 50,000 new
followers. We have asked the
press department of HIA. But
unfortunately we’ve got no
answer from them.

34. What kind of
Twitter numbers
you can
analyse?

36. Statistics: The Twitter Eco System
Twitter Elements:
• Followers, follows, tweets
• Interaction / Feedback, Rating
(retweets, reply, favorites)
• Other Entities (media, tags, urls)
Share analysis:
• Follower share vs monthly Tweets
Social graphs:
• Who to follow? Relationships
• Places

40. Structural Twitter elements
you can retrieve extensively.
Content information
only by example.
Sven said two years ago:
Today it seems to be „only“
a Big Data issue

41. What is
Twittairport?

42. What is
Twittairport?
It‘s a web based
tool for analysing
airport Twitter
accounts.

43. http://www.twittairport.com/web

44. Twittairport: What next?
Social graph analysis
• Categorisation (AVGeeks,
partners, proximity,
NGO/Gov, loyalty etc.)
• Follower location
• Influencers
Enhancements
• Time to respond, times
• Web services
The challenge is
with budget and
rate limits.

45. Twittairport: Which Twitter users follow
the most Airport Twitter accounts?

46. Twittairport: Which Twitter users are
followed most by the Twittairports?

47. Twittairport: Twitter data sources
Twitter elements
• Handle, count (followers,
follows, tweets)
Interaction, feedback, time
• Handle, category, time,
count (retweet, favorite)
References
• Handle, code, created at
Twitter API
• Lists, members
Twitter API
• Statuses, user timeline
• Restrictions (rate limit, only
up to last 3,200 tweets)
References
• API, public domain,
own research

48. Lots of data, but what
conclusions in terms of
airport customer engagement?

49. Sven Solterbeck
Founder
Mecklenburger Straße 61 – 65824 Schwalbach
Germany – Tel. +49 151 71 29 16 58
E-Mail: sven@solterbeck.net
Twitter: @sven_solterbeck
Blog: www.solterbeck.net
Twittairport: www.twittairport.com/web

50. Presentation by Sven Solterbeck
Sven Solterbeck, blogger, software developer and IT
infrastructure consultant, knows the industry for decades.
He has collaborated with well known
airports in Germany, Europe, Mid East and Asia.
Solterbeck.net one hand is a blog about IT, airports
and social media and on the other hand a start-up
platform. Here new software solutions for the aviation
industry are developed, with a focus on Twitter data and
"Standardized Collection of Traffic Data at Airports for
Billing, Marketing and Operations“.
Photo credits: © idspopd, ra studio, solterbeck.net, Google Vizualisation, Skift, Twitter,
airports content.