tesco twitter communication analysis - socialook
TRANSCRIPT
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Global Twitter Communication Analysis
1-7 April 2013
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Table of ContentsIntroduction
Executive Summary
Background Analysis1. Most Recent Tweet
2. Department Breakdown3. Hierarchy Levels4. Top Countries
5. Employee FollowersNetwork Analysis
1. Total Followers2. Most Recent Tweet
3. Top Companies4. Top Positions
5. Top Countries6. Audience Distribution - Following
7. Audience Distribution - Followers8. Top Followers by Audience
Activity Analysis1. Tweet Types2. Influence By Hierarchy
3. Most Influential Employees4. Shares
5. Top Shared Hashtags6. Employee Reach
7. EngagementContact
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Introduction
� We analyzed the worldwide Twitter communication of Tesco’s employees, for the timeframe 1 - 7 April 2013.
� A total of 1459 employees and 20 corporate accounts were analyzed.
� We focused on employees that publicly mentioned their affiliation with Tesco in their Twitter profiles.
� 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 the company’s
employees are following and who follows themIII.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
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Executive Summary
� Most employee accounts are from the UK (759), USA (110), and Turkey (12), no other countries have more than 10 accounts.
� Influence is not significantly affected by department.
� The total audience of corporate accounts is 2 times larger than the one of employees, and the overlap between the audiences is around 20%.
� The audience of the accounts followed by Tesco employees is significantly smaller than the audience of the accounts that follow Tesco employees.
� Around 1 in 9 tweets from employees, and 1 in 12 tweets from corporate accounts, contain a URL about Tesco.
� The corporate tweets generate 3 times more engagement than employees, but the engagement/tweet/follower is 6 times lower.
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I. Background Analysis
� This section analyzes the background of the company’s employees that have a Twitter presence
� It displays the following information:
� Most Recent Tweet
� Department Breakdown
� Hierarchy Levels
� Top Countries
� Employee Followers
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I.1. Most Recent Tweet*
Protected Accounts
Inactive
1 year+
Last Year
Last Month
Last Week
Yesterday
0 200 400
361
357
238
274
64
37
115� 25% of employees active
in the past 24h
� 49% active in the past
week
� 2% inactive accounts
*Data couldn’t be obtained for 13 accounts due to 3’rd party constraints
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HR1%
Technical2%
Marketing6%
Sales14%
Other76%
*The “other” category includes employees that didn’t belong to any department or didn’t have a specific position
I.2. Department Breakdown
� Top 3 departments:
� Sales (208)
� Marketing (91)
� Technical (30)
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Top Management2%
Non-Management25%
Middle Management73%
I.3. Hierarchy Levels
� 73.1% (or 1066 accounts)
belong to Middle
Management
� 27 accounts represent top
management
� 366 accounts don’t have a
management position
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� 62% of employees
belonged to the top 10
countries
� Most employees are from
the UK
UK
US
Turkey
Ireland
Australia
India
Malaysia
Slovakia
Hong Kong
Hungary
0 200 400 600 800
2
3
3
3
5
5
11
12
110
759
I.4. Top 10 Countries
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I.5. Employee Followers
0
200
400
600
800
1,000
0-100 201-400 601-800 1001-5000 10000+
Audience Distribution
Num
ber o
f Acc
ount
s
Number of Followers
� Most employees
have less than 100
followers
� Top and Middle
management, each
have 1 account
with more than
10,000 followersMiddle Other Top
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II. Network Analysis
� This chapter focuses on understanding who the company’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
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II.1. Total Followers*
� Corporate accounts have
2x more followers than
employees
� Only 20% of the employee
audience overlaps with
the corporate one0
75,000
150,000
225,000
300,000
Corporate Employees Overlap
20,754
101,217
202,327
Num
ber o
f fol
low
ers
*The data represents unique followers. If an account follows more than one employee, it is only counted once.
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II.2. Most Recent Tweet
Protected
Inactive
1 Year +
Last Year
Last Month
Last Week
Last 24h
0 15,000 30,000
26,041
23,959
14,432
18,605
6,149
5,558
6,701
Followers
Protected
Inactive
1 Year +
Last Year
Last Month
Last Week
Last 24h
0 25,000 50,000
41,417
28,237
10,978
14,000
5,212
3,977
4,947
Following
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II.3. Top Companies
BSkyB
Apple
O2
Microsoft
Hewkett-Packard
Accenture
Banco do Brasil
Starbucks
Samsung Electronics
Sound Cloud
PepsiCo
0 22.5 45 67.5 90
11
12
13
20
21
23
27
37
40
67
85
Followers
BSkyB
Apple
Microsoft
O2
Banco Do Brasil
Accenture
Hewlett-Packard
Starbucks
Electronic Arts
Samsung Electronics
0 100 200 300 400
23
23
25
25
26
32
50
57
79
342
Following
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II.4. Top Positions
Marketing
Manager
Founder
Social Media
PR
Director
Specialist
Storage Manager
Journalist
Head
0 225 450 675 900
276
302
308
312
342
483
529
642
811
892
Followers
Manager
Founder
Marketing
Presenter
Social Media
Editor
Journalist
Director
PR
Head
0 225 450 675 900
376
429
485
499
502
508
649
718
848
856
Following
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II.5. Top Countries
GBR
USA
Ireland
Australia
Canada
India
Turkey
France
Malaysia
Spain
0 25,000 50,000
160
163
192
365
415
601
693
899
9,274
42,267
Followers
GBR
USA
Ireland
Australia
Canada
Turkey
Malaysia
India
France
Spain
0 25,000 50,000
213
255
277
391
440
742
792
954
12,770
44,651
Following
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II.6. Audience Distribution - Following
0
6000
12000
18000
24000
30000
0-100 201-400 601-800 1001-5000 10000+
19,571
5,832
17,824
2,7663,8815,707
11,43812,125
29,445
Audience Distribution
Num
ber o
f Acc
ount
s
Number of Followers
� Most accounts
that are followed
by employees
have more than
1,000 followers
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II.7. Audience Distribution - Followers
0
10000
20000
30000
40000
50000
0-100 201-400 601-800 1001-5000 10000+
4,4221,911
10,700
2,8334,2276,74313,54415,332
41,753
Audience Distribution
Num
ber o
f Acc
ount
s
Number of Followers
� Most accounts
that are
following the
company’s
employees have
less than 100
followers
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II.8. Top Followers by AudienceAccount Followed Employee Followers Ratio
1. @inbetweenwill @hungwonka 134,599 1,234
2. @skynews @adrianharris 680,233 1,067
3. @brtweeting @clarkepatesco 721 721
4. @ianhislop @clumsymumsy 2,675,898 584
5. @antonycotton @nicklansley 513,760 637
6. @mrpeterandre @clumsymumsy 2,675,898 584
7. @peston @clarkepatesco 248,585 559
8. @gareththomas14 @hugohorton 164,579 426
9. @mrdavidhaye @craz3yk3ighl3y 883,197 379
10. @wileyupdates @martinshipley3 316,789 370
*Ratio represents the number of followers that an account has, divided by the number of people it is following
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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 Types2. Influence by Hierarchy
3. Influence by Department
4. Most Influential Employees
5. Top Hashtags6. Shares
7. Employee Reach
8. Employee Engagement
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III.1. Tweet Types
Mention7%URLs
10%
Retweet19%
Personal20%
Reply44%
� Employees are mostly
replying to others (4473
tweets)
� There are 1949 retweets
and 997 shared URLs
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III.2. Influence* by Hierarchy
� Regardless of seniority,
most employees
influence levels in the
11-20 range
� Most employees with
Klout >20 belong to
Middle Management0
140
280
420
560
700
N/A 1-10 11-20 21-30 31-40 41-50 51-60 60+
Twitt
er A
ccou
nts
Klout Influence Level
*Klout (www.klout.com) was used to measure employee influence
Middle Management Other Top Management
www.socialook.net *Klout (www.klout.com) was used to measure employee influence
III.3. Most Influential* EmployeesTwitter Handle Influence Score
1. @nicklansley
2. @bagshaw211
3. @nigelblunt
4. @brooks3240
5. @prw25
6. @tj_hgt
7. @jamesgraham100
9. @brettjackson_9
10. @nickallen_tesco
10. @andrew_deignan
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III.4. Shares
� Employees share 3 times
more tweets and 5
times more URLs than
corporate accounts
� Employees share 45%
less URLs about the
company* than
corporate accounts
0
2,750
5,500
8,250
11,000
Corporate Employee
982151100
263
10080
3318
Num
ber o
f Tw
eets
Total Tweets URL Shares Company specific URLs
*Defined as URLs that point to Tesco.com or contain the keyword ‘tesco’
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III.5. Top hashtagsHashtag Count
1. #gameinsight 121
2. #ipadgames 121
3. #ipad108 32
4. #TescoLovesBaby 30
5. #AVFC 24
6. #grandnational 24
7. #quote 22
8. #LUFC 21
9. #F 19
10. #MMM 18
11. #Tesco 18
12. #leadership 17
*Ratio represents the number of followers that an account has, divided by the number of people it is following
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III.6. Employee Reach*
*Reach is calculated only for tweets that contain URLs about the company 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
0
2,000,000
4,000,000
6,000,000
8,000,000
Corporate Employees Other
480,561457,886
7,208,237
Rea
ch L
evel
s
URLs
� Employee accounts URL
for companies reach is
minimal compared to
corporate, mainly
because of the small
number of followers
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III.7. Employee Engagement*
0
32.5
65
97.5
130
Corporate Employees Other
65
45
128Engagement Analysis
Enga
gem
ent
URLs
� Corporate accounts
generate only 3 times the
engagement that
employees do
� The engagement/tweet/
follower is 6 times bigger
for employees compared
to corporate
*Engagement represents the way an audience interacts with a tweet and is calculated by counting its retweets
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Contact
• For questions, get in touch with Horatiu Mocian ([email protected], @horatiumocian)
• This report was created by SociaLook. For more information, please visit www.socialook.net