do fortune 100 companies need a twitter-vention? (weber shandwick)

8/14/2019 Do Fortune 100 companies need a Twitter-vention? (Weber Shandwick)

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Do Fortune 100 CompaniesNeed a vention?


http://slidepdf.com/reader/full/do-fortune-100-companies-need-a-twitter-vention-weber-shandwick 2/10Ftun 100 Cpn n Twtt | N 2009

Table oF CoNTeNTs

IntroductIon 3

overvIew 4

research FIndIngs

Twtt A c c u t B a d g 5

Twtte Egageet 6

Twtte Accut Pupe 7

Cclu 8

Methodology 9

Deft Te 10



Wth thn 20 n pp n Twtt n th Us (50 nww), th p pptunt unc t nwth cptn n n

but cpn nn cty? Thnk Twtt th ü cpt ccktpty Th nunt, c n k yu nt w ty ny th cntn nttnn, u n nttn s, wht k cntn? Th ky tnnn nn

W shnwck cnuct ch t ut hw cty Ftun 100 cpnu Twtt t t u ptnt n nnt pt Th ut p ky nn cpn wh wnt t k u th pty n tht’ uzzn

iNTrodUCTioN

Think of Twitter as the über corporate

cocktail party. Yu nunt ut

w ty ny th cntn

nttnn, u n nttn



Th jty Ftun 100

cpny ccunt nt kuy

nt Twtt t ct nw

p ct tkn pty

ut th n

a W shnwck tuy cncu tht Ftun 100 cpn n Twttntn excutuccuy, Twtt cn hp cpn n wth cut, u nw tnhp n ct nw p ct tkn pty ut th n

Th W shnwck tuy hw tht 73 pcnt Ftun 100 cpn t tt 540 Twtt ccunt Hw, ut th-qut (76 pcnt) th ccunt nt pttwt y tn, n thn h (52 pcnt) w nt cty n (Th w uy nnt tc uch nu nk, hht, nc n twt)

in tn, 50 pcnt th Ftun 100 ccunt h w thn 500 w, nun tn t th z n ch j cptn anth 15 pcnt w nct; th,

11 pcnt w y pch ccunt — unu ccunt t ptct cpt nnt -c n-jckn n Twtt — n 4 pcnt w nn t n u pcfc nt

W shnwck pc f nt tp ttn pnt Ftun 100 cpn tct tu nnt n kt ntctn n Twtt:

1 li t cntn 2 Piip n cntn 3 up qunty wth u ntn

4 rp t pp wh tk ut u tht ptnt t yu cpny5 r nt cntn

overvieW

73540 41

Ftun 100 cpnn Twtt

Ftun 100Twtt ccunt

ccunt ppt n-jck

15%w pch

nct ccunt76%pt w

thn 500 twt

50% ccunt h w

thn 500 w



PERSONALITY, ACTIVATION, OWNERSHIPFty-th pcnt th Ftun 100 Twtt ccunt nyz y W shnwck ntpy pnty, tn c n th ccunt p Ny n th (32 pcnt) pntpnt n th ccunt p, wth w-n ckun n tn t n n/pht th wh pt twt

Fu pcnt Twtt ccunt w n n n u — th cu n ccunt h nt up pcfcy n nt tht h nc n th ccunt w py nn en

pcnt w pch ccunt tht w ppnty u n nt -c brand- jacking bn-jckn h wn t u p cpn ty it ccu whn Twtt ccunt wth cpny n ct y n unuthz th pty

Th nct tht ny Ftun 100 cpn n Twtt cnz th ptnc un th n n Twtt, n thy wn’t yt cnnc ut t u t thptcu un Nty, 41 ccunt ppn t pnt Ftun 100 cpn wn-jck; thy w nt ncu n th tt 540 ccunt h y Ftun 100 cpn

researCH FiNdiNgs

Twitter Fortune 100:Account Brandingspt 2009

braNd oNlY

PersoNaliTY

PlaCeHolders

iNaCTive

15 pcnt ccunt w

nct pch t

pnt n-jckn53%

11%

32%

4%



TWITTER ENgAgEmENTCpn tht xc t nnt n Twtt th tn t n ptcpt n cntnThy p qunt upt wth u ntn Thy h nu w,

thy py t pp wh tk ut u tht ptnt t th, n thy twt thcntn t Thy py t th ccunt wth @un, n n tun, thy t y th ccunt

Th t pctc w nt w y t th Ftun 100 ccunt xn yW shnwck H th ccunt h w thn 500 w, wh thn h nt t nnt tc tht w nyz n Twtyz ( nu nk,hht, nc n twt) a w, th-qut (76 pcnt) th ccuntpt w thn 500 twt Th nct th ck nnt y ny cpnwth th w, nwy th ccunt tht hn’t yt tt un th pt tu tnhp

0-500

501-1000

2,001-10,000

1,001-2,000

10,000+

0-500

501-1000

2,001-10,000

1,001-2,000

10,000+

Twitter Fortune 100:Number of Followers

Twitter Fortune 100:Number of Tweets

spt 2009 spt 2009

50%

4%

18%

12%

16%

76%

1%3%

12%

8%

Best practices were not followed

y t th Ftun 100 ccuntxn y W shnwck



Twnty-u pcnt th Twtt

ccunt w py u

n wn; hw ny

th pp t n Twtt

py t h n nn pnc

NeWsFeed

THoUgHT leadersHiP

sales

braNd aWareNess

CUsTomer serviCe

oTHer

Twitter Fortune 100:Account Purpose

26%

16%9%11%

24%

14%

spt 2009

TWITTER ACCOuNT PuRPOSETwtt cn u y un ny pup; t u ch cpnyi t pctc w, un cn cu th nw, puct n c wth w unc, nc n wn, n nw cut, t n/ pcut c

an th Ftun 100 cpn xn y W shnwck, 26 pcnt th Twttccunt w py u n-wy w ntn (th y rss nw nu twt) tht n nnt wth w Twt nt p pnn ncu cun Th cntct th u Twtt tw-wy u t utnhp wth cut n ct

a z 24 pcnt th Twtt ccunt w py u n wn mnypp t n Twtt py t h n nn pnc Thy nt u th pt tch ut t th cunty n ntt tht th n tut uc untn, un tht nt ny tk ut tn t cut

supny, ny 16 pcnt th Ftun 100 ccunt w u ny hc cpny puct n c oth cpn nt pp t untn tht

wth cn ch y ptn pc Twtt , cupn, t n n pc, y chn cut wh ntn cpny puct n chn ut t tht u tnhp

Cut c w th cu ny 9 pcnt th ccunt; t hhy ky tht thcpn w ut cpt puttn — pt tht ht n t nin tn, ucc qu ctnt t pn qucky t cut qu, utn cpnt accn t Twtt’ wn t pctc, “yu py hu c wthn y, nt wthn hu”



a jty Ftun 100 cpn nt

un Twtt t ntn nft: t ct

nnu cnnctn n tnhp wthcut, ptnt ct, n th

un cntct

Thuht hp pp t th t pnnt Twtt tty y Ftun 100cpn, wth ny 8 pcnt cu n t Cpt puttn n uthty cn xtn nt Twtt, ut t ct ny t thuht hp nttn nwpp, t puctn cnz y nyt n

Fny, nth 14 pcnt ccunt w u th n uch cutnt py-pcfc ntn, th ccunt w ck n nt Th cpnw un t u tnhp wth ntt cunt

CONCLuSIONF th jty Ftun 100 cpn, Twtt n pptunty mny thTwtt ccunt, xn y W shnwck, nt pp t tn t n wthth , nt n n-wy ct p , cpny pt n

nt ntn

Th ht th pptunty tht Twtt u cunctn chnn nttc c ntwk F th cpn, W shnwck pc Twttntn thp th:

• c cpnyw nnt tty; t un wth t pctc • dm cntnt n cphn n pnc • Bi u tht p th wy t nw tnhp wth cut n ct • g yty n nw n xtn cunt

T xz th nft Twtt, cpn hu pnn n ncu cun,ch ut t th cunt cut n ct, u tnhp wth nw

cut n k untpp uppt

Th nu ct Twtt u n th Unt stt y xc 20 n n cn xpct t cntnu t w Th hun t t tp; cpn thtuntn th u Twtt cn nft t ptnt nnt pt



W shnwck cnuct n n-pth tuy nt th ctt Ftun 100 cpnn Twtt twn auut 28 n spt 4, 2009 Th ny ntf whch cpnu Twtt ccn t t pctc n hw w thy n wth Twtt u

F cpn wth thn n n, ny th Twtt ccunt th hp n wut in tn, ny fc Twtt ccunt w w; ccunt w tn t fc thy cntn:

• a cpny , phn nu n nk t th cpny’ cpt wt • Cntnt cpny n n th ccunt’ n twt

• Pht cpny py wh w nn th ccunt

Th wn tc w nyz:

• Number cpny Twtt ccunt • AccountBranding:Th ccunt th ntf pnt wh pt n h

cpny t w n nnyu, c n ccunt • accunt Pup: Th ccunt w u nw , n ptn,

cut c, thuht hp, n wn t u w unc • Engagement: in th t n y u ch, th nu Url ct, hht,

nc y th cpn, unqu , nc t th cpn, twt,unqu twt n twtn th (Twtyz w u t tn th tc)

meTHodologY

F cpn wth thn n

n, ny th Twtt ccunt th hp n w

ut ony fc Twtt

ccunt w w



DEiniTions o TErms

Followin: Pp w yu t cyu upt

Tweet: an nu pt

Retweet: a tht pt

(uuy wth “rT” n nt t)

References: Pp t yu ccunt yu ccunt t th

@sernae: Th nnn pt pttht ct pcfcy t u

Hashta: Th y # wth kywtht c tpc cntn

Active: an ccunt w cn ct twt h n pt n pcfcn-y p, ccn t Twtyz

Ch Py

310 854 8250

cpy@whnwckc

twttc/cpy248

Th tuy pt W shnwck’sc Pu n nn ntn nunt sc Pu hp tty,xcutn n p fnnt W shnwck cnt un th w

wwwwhnwckc

mt snc s

425 452 5433

nc@whnwckc

twttc/t

J Wn

+44 20 7067 0503

jwn@whnwckc

twttc/jtwn

mtthw gn

+61 416 181 073

n@whnwckc

twttc/tthwn

do fortune 100 companies need a twitter-vention? (weber shandwick)

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