[en] making sense of twitter, a monitoring and analysis case study
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[En] Making sense of Twitter, a monitoring and analysis case study - 2010 http://spotter.com/TRANSCRIPT
MAKING SENSE OF TWITTER:A MONITORING & ANALYSISCASE STUDY
SOCIAL MEDIA: THE NEW VOICE OF THE MARKET?
BRANDS ARE AT THE HEARTOF SOCIAL MEDIA CONVERSATIONS
88% of French web users expect brands to enter to enter the conversations (CSA – March 2009)
59% of French web users frequently visit branded communities and hubs (Performics – June 2010)
40% of French Facebook users like at least one brand (OpinionWay – Octobre 2010)
THE 4 GOLDEN RULES OF CONVERSATION
1. LISTENING ≠ HEARING
2. UNDERSTANDING ≠ MEASURING
3. ENGAGING ≠ ADVERTISING
4. LONG TERM ≠ INSTANT
TWITTER: A PRECURSOR OF FUTURE WEB USAGE?Creating and transmitting information: journalists and blogers, PR professionals, brands
Sending automated tweets (RSS feeds, twittbots): media, web news sites, e-commerce
Sharing private life, personal feeling, web discoveries, buzz : personal users and people
Monitoring and sharing professional information: digital marketing, SM and MarCom professionals
TWITTER IN A SMM PROJECT
Monitoring and analysing Twitter is useful for three main reasons:
For itself to analyse the content of the messages and images shared
To detect links to interesting information
As an alert system on hot topics and emerging issues
Furthermore, thanks to its open API, monitoring set up is very easy
CASE STUDY
INTRODUCTION A FMCG market
Brands with IRL points of sales
A global ongoing SM Monitoring & Analysis project
9 competitors monitored
20,000 different sources monitored and more than 100,000 documents collected, qualified and analysed per year
Twitter’s weight among all documents collected: 82%
METHODOLOGY (1/3)
Collection of 45,438 tweetsfrom the 01/01 to 15/09
24,042 factual tweetsAnalysis
Tweets with url Tweets without url
Analytical sample 1,000 tweets
Analysis base21,396 meaningful tweets
Analytical sample 1,000 tweets
METHODOLOGY (2/3)1,000 tweets with url
Qualification
Main expression theme: brand, corporate/communication, products, services & employment
Subject/news having ignited conversation
METHODOLOGIE (3/3)1,000 tweets without url
Qualification
Intention: initial tweeting reason (expression, question, transmission or comment on an information)
Main expression theme: brand, corporate/communication, products, services & employment
Attitude, behaviour or opinion expressed around main expression theme
12 patterns detected
3 opinions: positive, negative and neutral opinion
3 behaviours:consumption, buzz, chit chat
6 attitudes:expectation, announcement, question, notification, confirmation, recommendation
ANALYSIS – THE WEIGHT OF FACTUAL TWEETS
53% of all tweets are factual vs. 31% for other types of documents: users only quote brands/products or their visit to a specific point of sales
No analytical value except for Share of Voice assessment
ANALYSIS – MEANINGFUL TWEETS
47% of all tweets: beyond products/brands and points of sales, an action, a sentiment, an opinion is expressed
85 meaningful tweets on average per day: a 200% increase over 8 months !!!
ANALYSIS – MEANINGFUL TWEETS
11,818 «twitterers » for 21,396 tweets : 1,8 tweet on average per user
68% only twitted once
4% twitted more often than once a month
Only 10 of them twitted more than 30 times: this top 10 accounts for 5% of all tweets. The top 100 accounts for 17% of all tweets
No 20 80 rule: a few hardcore users followed but lotsof casual twitterers
ANALYSIS – MEANINGFUL TWEETSTop 20 twiterrers:
12 hardcore «twitterers » tweeting and retweeting on everything (users who twitted on average 30,000 times since they use Twitter)4 buzz and digital marketing specialised blogers: interesting influencers for digital and offline campaigns2 employees of one of the brands1 corporate stakeholder who twitted because of 3 major corporate crisis1 sector blog: specialised in brands and products
Large volumes from generalists and identification of interesting influencers
Corporate
Products
Services
Employment
ANALYSIS – MEANINGFUL TWEETS WITH URLAmong these 15 news/events, we found:
6 buzz on ads and digital campaigns (11% du volume)2 buzz on corporate crisis (18% du volume)2 buzz on new services (5% du volume)2 buzz on product launches (3% du volume)2 buzz on corporate issues (2% du volume)1 buzz on SM strategy of one of the brands (5% du volume)
Helpful insights and measures for corporate crisis management and campaigns effectiveness assessment
CRISIS MANAGEMENT
Spontaneous expression
Information transmission
Comments on information
Information seeking
6%
7%
9%
9%
14%
16%
18%
21%
Employé
Référence
Prix/promo
Services
Expérience PdV
Marque
Communication
ProduitsProducts
Communication
Branding
POS experience
Services
Price/promotion
Pointless reference
Employee feedback
Negativecomments
Positivecomments
Balancedcomments
TRACKING OPINIONS TO CREATE BRANDED CONTENT
Chit chat
Buzz
Consumption
FROM BEHAVIOURS AND OPINIONS LISTENING TO ENGAGEMENT
Expectation
Announcement
Question
Notification
Confirmation
Recommendation
TRACKING AND MANAGING EXPECTATION
RECOMMENDATION AS A PROMOTION DRIVER
AS A CONCLUSION
TWITTER AS AN INSIGHT SOURCE
Useful and unique vs. other MR tools for understanding immediate experience with TV ads, point of sales, etc.
Has to be taken in a global SMM perspective
Has to be analysed in the long term to gather value information
Despite its short format, needs to be analysed through specific qualification patterns
Has to be processed through text mining AND human approach to detect language subtleties and nuances
TWITTER AS A DIGITAL STRATEGY OPPORTUNITY
A tool for alerting and measuring
A tool for crowdsourcing content creation
A tool for brand promotion
A tool for customer care