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Cisco Twitter Communication Analysis - SociaLook

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Cisco's overall Twitter communication was analyzed. The report is focused on the ways employees are communicating on Twitter about the brand.

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Cisco Twitter Communication Analysis - SociaLook

  1. 1. Global Twitter Communication Analysis 30 January - 5 February 2013 www.socialook.net
  2. 2. Table of Contents Introduction Executive Summary Background Analysis 1. Most Recent Tweet 2. Department Breakdown 3. Hierarchy Levels 4. Top Countries Network Analysis 1. Total Followers 2. Most Recent Tweet 3. Top Companies 4. Top Positions 5. Top Countries 6. Audience Distribution - Following 7. Audience Distribution - Followers 8. Top Followers by Audience Activity Analysis 1. Tweet Types 2. Influence By Hierarchy 3. Influence By Department 4. Most Influential Employees 5. Shares 6. Employee Reach 7. Engagement Contact www.socialook.net
  3. 3. Introduction— We analyzed the worldwide Twitter communication of Cisco’s employees, for the period 30 January - 5 February 2013— A total of 1866 accounts were analyzed— We focused on employees that specifically mentioned in their Twitter description that they worked for Cisco— The report is composed of three sections: I. Background Analysis - deals with understanding the employees (positions, countries, etc.) II. Network Analysis - focuses on understanding who Cisco’s employees are following and who follows them III.Activity Analysis - deals with employee activity, how influential they are, how their company-related messages are reaching the audience in terms of reach and engagement www.socialook.net
  4. 4. Executive Summary— The top 3 countries are: USA (796 accounts), United Kingdom (179), and India (59)— Influence (measured by Klout) is not significantly affected by department or level— The total audience of employees is 10 times larger than the one of corporate accounts— The audience of the accounts followed by Cisco employees is significantly larger than the audience of the accounts that follow Cisco employees— Only 1 in 15 tweets from employees, and 1 in 2 tweets from corporate accounts, contain a URL about Cisco— The employee tweets containing company URLs reach 2.3 times more accounts than the tweets coming from corporate, but the engagement for corporate is about 28% larger than for employees www.socialook.net
  5. 5. I. Background Analysis— This section analyzes the background of Cisco’s employees that have a Twitter presence— It displays the following information: — Most Recent Tweet — Department Breakdown — Hierarchy Levels — Top Countries www.socialook.net
  6. 6. I.1. Most Recent Tweet* — 18% of employees active Protected Accounts 209 in the past 24h Inactive 81 — 34% active in the past 1 year+ 192 week Last Year 476 Last Month 248 — 4% inactive accounts Last Week 373 Yesterday 269 0 250 500*Data couldn’t be obtained for 18 accounts due to 3’rd party constraints www.socialook.net
  7. 7. I.2. Department Breakdown — Top 3 departments: HR 1% Sales 10% — Technical (655) Marketing Other 16% 38% — Marketing (293) — Sales (189) Technical 35%*The “other” category includes employees that didn’t belong to any department or didn’t have a specific position www.socialook.net
  8. 8. I.3. Hierarchy Levels— 77%, or 1451 accounts, Top Management 2.4% don’t have a management Middle Management 19.8% position— 45 accounts represent top Other management 77.8%— 370 accounts represent middle management www.socialook.net
  9. 9. I.4. Top 10 Countries — 1439* accounts from 47 United States 796 UK 179 countries were analyzed India 59 Canada 46 — 65% of employees Australia 41 belonged to the top 10 Netherlands 28 countries Mexico 23 France 16 Brazil 15 Spain 15 0 200 400 600 800*Out of the 1866 accounts analyzed, only 1439 had specified an identifiable location www.socialook.net
  10. 10. II. Network Analysis — This chapter focuses on understanding who Cisco’s employees are following on Twitter (Following) and who follows them (Followers) — It displays the following information about their network: — Total Followers — Most Recent Tweet — Top Companies — Top Positions — Top Countries — Audience Distribution - Following — Audience Distribution - Followers — Top Followers by Audience*Followers for the account @padmasree were excluded for all the slides in this section, except II.1 www.socialook.net
  11. 11. II.1. Total Followers* 2,000,000 — Employees have 10 times 1,646,807 more followers than 1,500,000 corporate accounts Number of followers — Only 2% of the employee 1,000,000 audience overlaps with the corporate one 500,000 154,867 32,338 0 Corporate Employees Overlap*The data represents unique followers. If an account follows more than one employee, it is only counted once. www.socialook.net
  12. 12. II.2. Most Recent Tweet Following FollowersLast Week 94,743 Last Week 74,617Last Month 43,521 Last Month 43,366 Last Year 30,650 Last Year 48,544 1 Year + 16,131 1 Year + 29,226 Inactive 6,052 Inactive 16,078 Protected 6,733 Protected 13,485 0 50,000 100,000 0 40,000 80,000 www.socialook.net
  13. 13. II.3. Top Companies Following Followers Microsoft 994 Microsoft 864 VMWare 811 VMWare 788 Apple 541 Apple 460 HP 374 HP 396 EMC 339 EMC 350 Dell 254 Dell 265Citrix Systems 170 NetApp 192 NetApp 162 Citrix Systems 170 BSkyB 124 BSkyB 59 Samsung 73 Samsung 55 0 250 500 750 1,000 0 225 450 675 900 www.socialook.net
  14. 14. II.4. Top Positions Following Followers Marketing 5,534 Marketing 7,568Social Media 4,760 Social Media 6,299 Founder 4,106 Founder 3,520 PR 1,750 PR 2,160 Speaker 1,719 Sales 1,764 Director 1,691 Speaker 1,664 Consultant 1,407 Consultant 1,514 Developer 1,400 Marketer 1,464 Editor 1,245 Director 1,386 Sales 1,178 Developer 1,375 0 1,500 3,000 4,500 6,000 0 2,000 4,000 6,000 8,000 www.socialook.net
  15. 15. II.5. Top Countries Following Followers USA 75,145 USA 76,860 UK 14,801 UK 13,882 Canada 5,176 Canada 7,410 Australia 3,578 India 4,250 India 2,983 Australia 4,188Netherlands 2,312 Brazil 3,052 Spain 2,024 Netherlands 1,880 France 1,976 France 1,640 Germany 1,647 Spain 1,443 Brazil 1,548 Germany 1,433 0 12,500 25,000 0 12,500 25,000 www.socialook.net
  16. 16. II.6. Audience Distribution - Following Audience Distribution (Following)— Most accounts that 50000 are followed by 45,195 42,207 40000 Cisco employees Number of Accounts 35,373 have either 30000 between 20000 1,000-5,000 18,019 14,275 15,023 10000 11,912 followers, or more 8,902 6,924 than 10,000 0 0-100 201-400 601-800 1001-5000 10000+ Number of Followers www.socialook.net
  17. 17. II.7. Audience Distribution - Followers Audience Distribution (Followers)— Most accounts which 80000 76,859 follow Cisco 64000 employees either have between 0-100 Number of Accounts 48000 followers or between 1,000-5,000 32000 35,408 27,102— Followers have smaller 23,237 16000 18,323 audiences than 16,375 11,140 7,912 8,960 accounts followed by 0 0-100 201-400 601-800 1001-5000 10000+ Cisco employees Number of Followers www.socialook.net
  18. 18. II.8. Top Followers by Audience Account Followed Employee Followers Following Ratio** 1. @janemarielynch @linda_beaton 1,034,179 126 8,207 2. @slapcompany @carlosdominguez 93,931 18 5,218 3. @verizonwireless @joelbarrett 804,224 155 5,188 4. @ubersoc @chanc 9,193,224 2,351 3,910 5. @gigaom @lewtucker 109,263 58 1,883 6. @om* @lcooney 1,327,848 1,065 1,246 7. @mashable* @deanna24 3,124,643 2,613 1,195 8. @heiney* @katidahm 184,782 164 1,126 9. @belalfadl @chrisangulo1 771,368 693 1,113 10. @skollworldforum @rjenbarr 425,487 451 943*These accounts follow more than 1 employee**Ratio represents an account’s number of followers divided by the number of accounts it is following www.socialook.net
  19. 19. III. Activity Analysis— This chapter focuses on understanding the employees’ activity on Twitter and on measuring the reach and engagement for tweets about the company— It contains the following analyses: 1. Tweet Types 2. Influence by Hierarchy 3. Influence by Department 4. Most Influential Employees 5. Shares 6. Employee Reach 7. Employee Engagement www.socialook.net
  20. 20. III.1. Tweet Types— Employees are mostly Mention replying (2220) or sharing 14% Reply 27% URLs (1807) Personal 16%— There are 1323 tweets URLs that just mention others Retweet 21% 22% (Mention) www.socialook.net
  21. 21. III.2. Influence* by Hierarchy — Regardless of seniority, 800 most employees 640 influence levels in the Twitter Accounts 480 11-20 range 320 — Most employees with 160 Klout >50 don’t have a 0 management position N/A 1-10 11-20 21-30 31-40 41-50 51-60 60+ Klout Influence Level Other Middle Management Top Management*Klout (www.klout.com) was used to measure employee influence www.socialook.net
  22. 22. III.3. Influence* by Department — The department 800 doesn’t have a 640 significant effect on Twitter Accounts 480 influence 320 — Top influencers belong 160 to Technical and 0 Marketing departments N/A 1-10 11-20 21-30 31-40 41-50 51-60 60+ Klout Influence Level Other Technical Marketing Sales HR*Klout (www.klout.com) was used to measure employee influence www.socialook.net
  23. 23. III.4. Most Influential* Employees Twitter Handle Influence Score 1. @padmasree 2. @commsninja 3. @albertqian 4. @timwasher 5. @susiewee 6. @lasandrabrill 7. @carlosdominguez 8. @urnhart 9. @michelleragusa 10. @slovoman*Klout (www.klout.com) was used to measure employee influence www.socialook.net
  24. 24. III.5. Shares — Employees share 10 times more 9,000 8012 tweets and 6 times more URLs than corporate accounts 6,750 Number of Tweets — Employees share 29% more URLs 4,500 about the company* than 3239 corporate accounts 2,250 — 1 in every 16 tweets shared by 789 551 393 507 employees contains a link about 0 the company, while for corporate, Corporate Employee every second tweet does Total Tweets URL Shares Company specific URLs*Defined as URLs that point to cisco.com or contain the keyword ‘cisco’ www.socialook.net
  25. 25. III.6. Employee Reach* — Employee accounts URL 5,000,000 4,559,733 reach is 2 times bigger 3,750,000 than that of corporate Reach Levels 2,500,000 — The reach of hashtags 1,941,395 1,441,855 about the company 1,250,000 1,450,081 1,363,156 shared by employee 0 59,978 accounts is 24 times Corporate Employees Other Hashtags URLs that of corporate*Reach is calculated only for tweets that contain URLs about the company or the hashtags #cisco, #cleur,#ciscosupport and measures the potential number of people that the respective messages are reaching**The ‘Other’ category represents people from outside the company that are spreading company related URLs www.socialook.net
  26. 26. III.7. Employee Engagement* Engagement Analysis — Employees generate 3 times more 400 engagement for hashtags but 39% less 312 engagement for URLs than corporate 300 accounts Engagement 202 — The engagement/tweet/follower 200 generated by the hashtags shared by employees is 7x less than corporate 100 95 68 and 14x less than other accounts 4 12 — URL engagement/tweet/follower for 0 Corporate Employees Other employees is 5x less than corporate, Hashtags URLs and 21x less than other accounts*Engagement represents the way an audience interacts with a tweet and is calculated by counting its retweets www.socialook.net
  27. 27. Contact • For questions, get in touch with Horatiu Mocian (horatiu@socialook.net, @horatiumocian) • This report was created by SociaLook. For more information, please visit www.socialook.net www.socialook.net

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