Internet Marketing

- Understanding Social Media Marketing

Instructors: Chris Zimmerman and Kjeld Hansen

CBS, Flintholm A (FH A) Wednesday, September 11th. 2013.

TOPSY - Twitter Analytics Tool

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

TOPSY - Twitter Analytics Tool

- Sign up for Topsy Pro Analytics free 14 days trial with your CBS e-mail account

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

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

Exercise InstructionsWhere 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!

Exercise Questions SUMMARYHow has the overall landscape changed over time, for each brand, and the total number of tweets about all brands combined? ACTIVITYWhere 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).

Exercise Questions DISCOVERYWhat 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). INFLUENCERSWhich 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 RESULTSAt the tweet-level, what forms of content and topics have gained the most:- Potential Impressions (reach)?- Tweets in Time Frame (buzz)?- Acceleration (virality)?

Exercise QuestionsGEOGRAPHYAre 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?

EXPOSUREWho has the largest footprint of possible impressions (reach)?Is it the same brand who has the most total ‘reach’ of all time? SENTIMENTWhen 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?