The document provides instructions for an exercise analyzing Danish banks and telecommunication companies on Twitter using the Topsy analytics tool. Students are asked to analyze trends over time for each brand and combined, identify areas of increased tweets, potential marketing topics, influential Twitter accounts, highest performing content, geographic differences in mentions, relative reach and exposure of brands, and periods of positive and negative sentiment reactions.

1. Internet Marketing
- Understanding
Social Media Marketing
Instructors: Chris Zimmerman and Kjeld Hansen
CBS, Flintholm A (FH A)
Wednesday, September 11th. 2013.

2. TOPSY - Twitter Analytics Tool
- Go to http://topsy.com/analytics
- Click “Get Topsy Pro” in the upper right hand
corner

3. TOPSY - Twitter Analytics Tool
- Sign up for Topsy Pro Analytics free 14 days
trial with your CBS e-mail account

4. Brands: Banks
- Names, Keywords, and @-handles
”Danske Bank” OR @danskebank_dk (@danskebank_uk @danskebankno
@danskebankire @danskebankse @danskebankfi)
Nordea OR @nordea_dk (@nordea_se @nordea_fi @nordea_nor)
“Saxo Bank” OR @saxobank
Nykredit OR @nykredit

5. Brands: Telephone companies
- Names, Keywords, and @-handles
TDC OR @tdcdanmark
Telenor OR @telenordanmark (@telenorgroup @telenor_service @telenorsverige
@telenorpakistan)
Telia OR @teliadanmark (@telia_service)
Telmore OR @telmore

6. Exercise Instructions
Where to start? Anywhere and everywhere. Analyze first! Then let the data tell your story.
Thanks to the tool, the visualization of twitter data has already been done for you once you enter the
different brands into the search field (and filter for Denmark on the left hand side). Now it is your job
to find what questions to ask from the data in order to later gain insights about the brands from the
community that surrounds them, essentially holding up a public mirror to their identity.
By playing with the graphs, charts and tables your analysis ought to tell a story. The best stories will
arise from zooming in and zooming out. Describe the competitive landscape, and don’t hesitate to
zoom in to better understand one of the company brands that sparks a curiosity. Also don’t be shy
about mousing over and clicking everywhere on the dashboard. You may be surprised at how far it
lets you drill down to discover what happened on a given day or in a particular tweet.
Since Topsy is one of the most extensive and powerful twitter tools, we have included some guideline
questions for you to answer from each of its main sections (tabs). Dive into as many as many as you
can!

7. Exercise Questions
SUMMARY
How has the overall landscape changed over time, for each brand, and the total
number of tweets about all brands combined?
ACTIVITY
Where have the brands gained the most volume of tweets over the past year or
more?
Are there any correlations between the brands?
What types of tweets gained the most ‘buzz’?
Tip - Change the graph to show tweet levels by DAY (not WEEK or YEAR) and
then click on that spike to see what happened at a specific time (tweets at the
bottom of the page).

8. Exercise Questions
DISCOVERY
What related topics (that may or may not be so obvious) could be pursued for future marketing
campaigns?
Which of these have had a larger degree of acceleration (virality potential).
INFLUENCERS
Which twitter accounts are most influential when it comes to these brands?
Who in particular might be worth engaging/closely tracking for a brand manager, and why?
Tip – click the Add To Topic button in the top right, if you would like to do a subsequent analysis on
the influential people themselves.
TOP RESULTS
At the tweet-level, what forms of content and topics have gained the most:
- Potential Impressions (reach)?
- Tweets in Time Frame (buzz)?
- Acceleration (virality)?

9. Exercise Questions
GEOGRAPHY
Are there any geographical differences between brands that are surprising?
Based on country population, are there any particular countries tweeting more than expected about
these brands?
EXPOSURE
Who has the largest footprint of possible impressions (reach)?
Is it the same brand who has the most total ‘reach’ of all time?
SENTIMENT
When have there been periods of negative brand perception and why?
Is there a pattern for occurrences of positive and negative reactions to the brand(s)?
Which brand has the most positive impressions in total, over the past year, or for all time?