mobile payments - insights from the german twittersphere
DESCRIPTION
Deep-dive research on Twitter conversations and key influencers in mobile payments news, technologies, and competitors. Sample report of Twitter intelligence, filtered for English and German language Tweets originating in the German market during Q4 2012-Q1 2013.TRANSCRIPT
Twitter Intelligence Update – March 2013
Mobile Payments Insights from the German Twittersphere
Starling140 - Twitter Business Intelligence
German and International Competition Multiple payment players and technologies vying for market share
Starling140 - Twitter Business Intelligence
Research Methology
3
Insights on mobile payments from the German Twittersphere
German and English language tweets originating from German-based Twitter authors on mobile payments 3,850 high-quality tweets on mobile payments (spam and low value tweets removed) Sourced from 1,790 Twitter authors, with a combined estimated reach of 4.2 million followers Research time frame: 1 November 2012 to 28 March 2013
Starling140 - Twitter Business Intelligence
Report Contents
Conversations
• Buzz Volume
• Locations
• Trending Hashtags
• Trending Keywords
• Topics
• Customer Segments
• Trending Stories
• Share of Conversation (SOC)
Brands
• Share of Voice (SOV)
• Topic Breakdown
• Sentiment Analysis
• Trending Stories
• Trending Hashtags
• Trending Keywords
People
• Digital Online Influencers (DOLs)
• DOL Buzz and Reach
• DOL Trending Stories
4
Starling140 - Twitter Business Intelligence
Key Findings
Key Insights
Mobile payments is a dynamic topic of Twitter discussion in Germany. Many conversations are brand oriented: 1 of every 4 tweets on mobile payments mentions a specific brand or company, with attention given to both local German providers and global players such as Apple Passbook.
Conversations
Buzz volumes average 25 high-quality tweets per day. Conversations focus on news (e.g. product releases, events) and user experience (e.g. personal use and opinions of mobile payment, apps, and technologies)
SOV (March 2013)
Passbook 29%
Wirepay 11%
Fidor Bank 11%
Google Wallet 10%
Targo Bank 7%
Brands
Apple Passbook continues to lead brand share of voice, with strong volumes of tweets around the CEBIT 2013 conference in early March, in which CEBIT offered and promoted mTickets via Passbook.
People
Top influencers drive a significant majority of mobile payments conversations in Germany: over 80% of tweets from top 35% of twitter users. Top stories shared (tweets and retweeted) by influencers focussed on NFC technology.
5 Source: Starling140 analysis
Conversations
Starling140 - Twitter Business Intelligence
Buzz Volume: Monthly Trend
7
03/13 02/13 Monthly Average
Current Month % vs. M-1 absolute % vs. AVG absolute
Total Tweets 696 -34% 1'050 -10% 770
Total Authors 453 -29% 636 -7% 486
Tweets per Author 1.5 -7% 1.7 -3% 1.6
Followers Reached 946'340 -51% 1'925'944 -22% 1'213'439
Avg. Followers per Author 2'089 -31% 3'028 -16% 2'495
Retweets by Followers 0.13 -13% 0.15 -4% 0.14
Retweets by Authors 0.28 -18% 0.34 -17% 0.34
696
1050
832 738
533
453 636 539 467
337
03/1302/1301/1312/1211/12
Tweets Nutzer
Starling140 - Twitter Business Intelligence
11
36
26
18
8
11
28
38
31
19
33
10
5
1614
31
41
45
17
11
25
38
3536
41
9
17
46
Do 2
8.0
3
Mi 27.0
3
Di 26.0
3
Mo 2
5.0
3
So 2
4.0
3
Sa 2
3.0
3
Fr
22.0
3
Do 2
1.0
3
Mi 20.0
3
Di 19.0
3
Mo 1
8.0
3
So 1
7.0
3
Sa 1
6.0
3
Fr
15.0
3
Do 1
4.0
3
Mi 13.0
3
Di 12.0
3
Mo 1
1.0
3
So 1
0.0
3
Sa 0
9.0
3
Fr
08.0
3
Do 0
7.0
3
Mi 06.0
3
Di 05.0
3
Mo 0
4.0
3
So 0
3.0
3
Sa 0
2.0
3
Fr
01.0
3
Total Tweets
Buzz Volume: Current Month
8 Source: tweets (n=696) and users (n=453) for mobile payments
Average of 25 tweets per day on mobile payments in Germany
Weekends in yellow
Starling140 - Twitter Business Intelligence
Buzz Volume: Location
9
Berlin, Munich, and Hamburg generated two-thirds of mobile payments tweets
Source: tweets by self-identifyiedcity in user profile, n=388
91
66
64
35
26
15
10
32
10
7
55
45
34
18
18
14
8
8
7
6
Berlin
München
Hamburg
Düsseldorf
Frankfurt
Köln
Bonn
Hannover
Stuttgart
Münster
Tweets Users
Starling140 - Twitter Business Intelligence
Leaderboard: Hashtags
10
Most used hashtags (#) in mobile payment conversations
Source: Starling140 analysis, March 2013, hashtags ranked by users
Note: Twitter hashtags are not case sensitive
95
54
19
15
10
15
39
6
5
16
42
24
14
11
8
7
6
5
5
5
#NFC
#Mobile
#passbook
#payment
#CeBIT
#Banking
#INVE
#smcmuc
#android
#MobilePayments
Tweets Nutzer
Starling140 - Twitter Business Intelligence
Leaderboard: Word Count
11 Source: Starling140 analysis, March 2013, word count frequency in mobile payments tweets, n=1100
Most used keywords in mobile payment conversations
Note: Keyword analysis excludes a short, common function words e.g. the, and, it, etc.
Starling140 - Twitter Business Intelligence
Leaderboard: Word Count (without Mobile, NFC, Payment, Bezahlen)
12 Source: Starling140 analysis, March 2013, word count frequency in mobile payments tweets, n=1100
Note: Keyword analysis excludes a short, common function words e.g. the, and, it, etc.
Starling140 - Twitter Business Intelligence
Topics: What People Talk About
13
Change (% vs. previous month) # Tweets
News continues to dominate conversations
-23%
-34%
-9%
-22%
+62%
+13%
-50% +0% +50% +100%
Starling140 - Twitter Business Intelligence
69
9
61
83
114
Academia &
Research
Blogger Industry Media Professionals
Segments: Who is Talking
14
21%3%
18%
25%
33%
Professionals (e.g. Executives, Entrepreneurs, Consultants) lead discussions
Source: analysis of user profiles, n=336
Starling140 - Twitter Business Intelligence
3
41
69
64
97
5
27
36
38
33
1
28
30
37
36
2
9
13
14
14
7
14
12
14
2
4
8
5
0% 20% 40% 60% 80% 100%
Academia &
Research
Blogger
Industry
Media
Professional
News User Experience Brands Research Business Cases Security
Topic Breakdown by Customer Segment
15 Source: accounts which tweeted on mobile payments during 01.03.13-28.03.13
Starling140 - Twitter Business Intelligence
10.5%
2.9%
1.9% 1.7%
0.6% 0.5%
8.3%
3.2%2.9%
3.2%
2.0%
1.1%
Passbook Wirepay Google Wallet Fidor Bank TargoBank Docomo
02/13 03/13
Brand Share of Conversation (SOC)
16 Source: total number of Tweets, RTs and mentions for selected brand keywords, 01.03.13-28.03.13
Mentions as percent of total mobile payments conversation
Apple‘s Passbook mentioned in over 10% of mobile payment tweets
Starling140 - Twitter Business Intelligence
@BMWi The Future is … NOW! #BMWi announces partnership with
mobile payment experts NOW! Innovations
@furukama
"The SIM card is the credit card of Africa" - 40% of Kenya's GDP
goes through mobile payment
@COMPUTERBILD
SumUp stellt ein neues Bezahlkonzept vor. Ohne das Smartphone
aus der Tasche zu holen, begleicht ihr eure…
@schmitt_it Online-Banking: Tübinger Studenten stellen NFC-TAN vor:
Wissenschaftler und Studenten der Universität Tübingen...
@dennyf Man kann bei Netto nun via NFC bezahlen. Gut, dass man dafür
mit dem iPhone wirbt :D
Benedikt Koehler
COMPUTER BILD
Peter Schmitt
dennyf
Mobile Payment Top Stories
17
Rank User and Tweet Source
1
2
3
4
5
https://twitter.com/BMWi/status/31624778938017382
6/photo/1
http://www.nowinnovations.com/
http://worlddays.info/
http://www.computerbild.de/artikel/cb-News-Handy-
SumUp-Smartphone-Bezahlen-8180856.html
http://www.cio.de/finance-forum-
germany/2908475/?qle=rssfeed_
no link
BMW i
Source: most retweeted or mentioned Tweets , 01.03.13-28.03.13
Brands
Starling140 - Twitter Business Intelligence
Brands: Share of Voice (VOC)
19
Apple’s Passbook maintains lead in mobile payment conversations
Source: total number of Tweets, RTs and mentions for brand keywords
Mentions as percent of total mobile payments brand conversation
29%
11%
10%
11%
7%
0% 5% 10% 15% 20% 25% 30% 35%
Apple
Wirepay
Fidor Bank
TargoBank
SoV 02/13 SoV 03/13
+1%
+41%
+92%
+135%
+348%
+0% +100
%
+200
%
+300
%
+400
%
Starling140 - Twitter Business Intelligence
Brand Leaderboard: Hashtags
20
19
8
10
8
4
6
4
3
5
7
14
7
5
5
4
4
3
3
3
3
#Passbook
#NFC
#CeBIT2go
#targobank
#Mobile
#girogo
#paperless
#MobilePayments
#CeBIT
#mTicketTweets Nutzer
Starling140 - Twitter Business Intelligence
Brand Conversations: Word Count
21 Source: Starling140 analysis, March 2013, word count frequency in mobile payments tweets, n=1100
Note: Keyword analysis excludes a short, common function words e.g. the, and, it, etc.
Starling140 - Twitter Business Intelligence
@COMPUTERBILD
SumUp stellt ein neues Bezahlkonzept vor. Ohne das Smartphone
aus der Tasche zu holen, begleicht ihr eure…
@cebit Have you seen our #tutorial? How to... #login #mTicket #passbook
#route #search #QRcodes with the app #CeBIT2go
@ambajorat Partnerschaften sind der weg - Payments giant Heartland to roll
out LevelUp mobile payment tech nationally.
@Ulf_Valentin
Apple’s Passbook polishes the traveller experience says HRS
@jonwestgb.
@TARGOBANK
Was macht die #TARGOBANK aus? Welche Vorteile machen den
täglichen Umgang mit Geld einfacher? Antworten auf.
CeBIT
André M. Bajorat
Ulf Valentin ©
TARGO BANK
Brand Conversations:Top Stories
22
Rank User and Tweet Source
1
2
3
4
5
COMPUTER BILD
http://www.computerbild.de/artikel/cb-News-Handy-SumUp-
Smartphone-Bezahlen-8180856.html
https://www.facebook.com/media/set/?set=a.1015261005798
0626.1073741827.311497245625&type=3
http://www.bizjournals.com/boston/blog/startups/2013/03/level
up-partners-with-heartland-on.html
http://www.eyefortravel.com/mobile-and-
technology/apple%E2%80%99s-passbook-polishes-traveller-
experience
https://www.so-geht-bank-heute.de/
Source: most retweeted or mentioned Tweets with brand keywords, 01.03.13-28.03.13
Starling140 - Twitter Business Intelligence
1
7
3
9
20
2
1
5
5
2
15
3
7
5
8
23
1
2
1
4
1
1
0% 20% 40% 60% 80% 100%
Academia &
Research
Blogger
Industry
Media
Professional
Total
News User Experience Brands Research Business Cases Security
Source: total number of Tweets, RTs and mentions for „passbook“ keyword, 01.03.13-28.03.13, starling140 analysis
Apple Passbook: Top Themes and Segments
23
5
1
13
9
12
Academia &
Research
Blogger Industry Media Professionals
19
10
4
7
5
2
2
2
1
1
14
5
3
3
3
2
2
2
1
1
#Passbook
#CeBIT2go
#paperless
#mTicket
#CeBIT
#iOS
#Lufthansa
#Mobile
#sbchatde
#AppsTweets Nutzer
Top Hashtags
Top Segments
Tweets by Content and Segments
2
7
13
121211213
1
7
122
9
333
11
64
2114
Do 2
8.0
3
Mi 27.0
3
Di 26.0
3
Mo 2
5.0
3
Fr
22.0
3
Do 2
1.0
3
Mi 20.0
3
Mo 1
8.0
3
So 1
7.0
3
Mi 13.0
3
Di 12.0
3
Mo 1
1.0
3
So 1
0.0
3
Sa 0
9.0
3
Fr
08.0
3
Do 0
7.0
3
Mi 06.0
3
Di 05.0
3
Mo 0
4.0
3
So 0
3.0
3
Sa 0
2.0
3
Fr
01.0
3
Do 2
8.0
2
Mi 27.0
2
Di 26.0
2
So 2
4.0
2
Fr
22.0
2
Do 2
1.0
2
Total Tweets
Buzz Volume, 30 Days
Starling140 - Twitter Business Intelligence
@vapiano
Die Vapiano App verfügt ab sofort über die neue Passbook-
Integration! Für noch mehr Zeit, den Besuch bei Vapiano zu
genießen.
@cafefuture
Vapiano integriert Apples 'Passport' in eigene App: Drei Monate
nach der Veröffentlichung der neuen Passbook App…
@ambajorat Square integrates Apple’s Passbook and introduces gift cards for iOS app users
@Mac_Life iOS 6.1 gestaltet das Finden von Passbook-Apps einfacher
@moritzzimmerman
Who said that Passbook only works on iPhones? #PassWallet nicely does the exact same thing on my Android.
Sabine
André M. Bajorat
Mac Life
Moritz Zimmerman
Apple Passbook: Top Stories
24
Rank User and Tweet Source
1
2
3
4
5
Vapiano
No link
http://www.cafe-
future.net/news/pages/show.php?id=27104
http://thenextweb.com/apps/2012/12/09/square-
integrates-apples-passbook-and-introduces-gift-cards-
for-ios-app-
users/?utm_source=feedburner&utm_medium=feed&ut
m_campaign=Feed%3A+TheNextWeb+%28The+Next
+Web+All+Stories%29
http://www.maclife.de/iphone-ipod/software/ios-61-
gestaltet-das-finden-von-passbook-apps-einfacher
No link
Source: most retweeted or mentioned Tweets , 01.03.13-28.03.13
People
Starling140 - Twitter Business Intelligence
Discovering Key Influencers in Mobile Payments
26
Does the account regularly tweet information which is on-topic and high quality?
+1 +1 +2
Is the account followed, mentioned, or retweeted by other subject matter experts?
Each account assigned a topic-specific influence score
+2
The process behind identifying subject matter experts
Starling140 - Twitter Business Intelligence
Source: extract from key influencer database using weighted algorithm based on follower count, quality, and frequency of tweets on mobile payments.
Top Opinion Leaders
27
Profile User Name User Type Country User Type Total Followers Tweets Retweeted
Key
Influencer
Score
Previous
Month
Rank
Change
IdentivePayment Industry de Industry 3'453 31 15 100% 12 +10
ficoba Media de Media 2'922 5 1 100% 6 +3
ambajorat Industry de Industry 926 16 3 88% 2 -2
cebit Media de Media 9'315 7 6 88% 8 +3
TARGOBANK Industry de Industry 251 7 1 88% - New
schmitt_it Specialist de Specialist 61'290 2 4 88% - New
TheCommsCulture Specialist de Specialist 1'109 9 1 75% 42 +34
IdentiveFrance Specialist de Specialist 402 5 0 75% - New
wahlborn Blogger de Blogger 1'429 4 1 75% 17 +7
contactlesscity Industry de Industry 652 3 1 75% 14 +3
Starling140 - Twitter Business Intelligence
03/13
Current Month % vs. M-1 absolute % vs. AVG absolute
Total Tweets 582 -12% 662 +27% 460
Total DOLs 163 -17% 197 +9% 149
Tweets per DOL 3.6 +6% 3.4 +16% 3.1
Followers Reached 585'420 -28% 814'960 +4% 564'494
Avg. Followers per DOL 3'592 -13% 4'137 -5% 3'789
Retweets by Followers 0.40 +33% 0.30 +40% 0.29
Retweets by DOLs 0.61 -20% 0.76 -7% 0.66
02/13 Monthly Average
Digital Opinion Leaders (DOLs) – Buzz Volumes and Reach
www.starlingpartners.com 28
582
662
397377
281
163197153130102
03/1302/1301/1312/1211/12
Tweets by DOLs Opinion Leaders
Source: Tweets on mobile payments keywords and analysis of user influence , 01.03.13-28.03.13
Starling140 - Twitter Business Intelligence
Social Network of Key Influencers
29
Size of Circle = # followers in mobile payments
Follower relationships reveal 4 clusters of infleuncers
Source: most influential accounts tweeting on mobile payments, 01.03.13-28.03.13
Starling140 - Twitter Business Intelligence
@schmitt_it Online-Banking: Tübinger Studenten stellen NFC-TAN vor:
Wissenschaftler und Studenten der Universität Tübingen...
@dennyf Man kann bei Netto nun via NFC bezahlen. Gut, dass man dafür
mit dem iPhone wirbt :D
@IdentivePayment Cashless parking made possible with the magical 'touch' of NFC
stickers #INVE #Cashless #NFC @parking_net
@IdentivePayment Mobile payments set to take off in 2013. #INVE #MobilePayments
#NFC @New_Europe
@cebit Have you seen our #tutorial? How to... #login #mTicket #passbook
#route #search #QRcodes with the app #CeBIT2go
dennyf
Identive Consumer ID
Identive Consumer ID
CEBiT
Opinion Leaders: Top Stories
30
Rank User and Tweet Source
1
2
3
4
5
Peter Schmitt http://www.cio.de/finance-forum-germany/2908475/
no link
http://www.parking-net.com/parking-news/cashless-parking-
nfc-sticker
http://www.neurope.eu/article/mobile-payment-take-2013
https://www.facebook.com/media/set/?set=a.1015261005798
0626.1073741827.311497245625&type=3
Source: most retweeted or mentioned Tweets from influential accounts, 01.03.13-28.03.13
Starling140 - Twitter Business Intelligence
31
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Starling GmbH Binzmühlestrasse 170a, 8050 Zürich, Switzerland www.starling140.com
Gerold Geis [email protected]
Kevin Michels-Kim [email protected] @ubermarketer
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