howdigital marketers engage on twitter

Social Media Insights for Decision Makers

Social Media Insights: How Digital Marketers Engage on Twi9er A special report from Leadtail in collabora@on with:

@Leadtail and @BestB2BSocial

Introduc@on Despite all the technology available, your ability to reach, engage, and influence digital marketers is still limited. While buyer personas, surveys, and search marketing data can get you in the ballpark, we believe social media insights are now a “must-have” for understanding these decision makers in a way that becomes truly actionable. With that in mind, we developed this report: “How Digital Marketers Engage on Twitter”, by using Leadtail’s Social Media Insights technology to analyze data from Twitter. We also leveraged NetBase’s Social Intelligence Platform to gain insights into some of the consumer brands that digital marketers engage with often. The goal of this special report is to help you answer questions such as:

Leadtail Social Media Insights for Decision Makers!2!

}  How do digital marketers describe themselves on the Social Web? }  Which social networks are digital marketers active on? }  What topics are they talking about? }  Which media sources are these marketing professionals consuming and sharing? }  Who are the most influential people, brands, and publications with digital marketers?

Armed with these social media insights, you can now take a more informed look at your strategy for reaching, engaging, and influencing digital marketing professionals, and getting them to take the actions you care about most.

Methodology and Data Set

The methodology the Leadtail team used to create this report:

1.  Identify digital marketers active on social media based on criteria such as job title, type of company, location etc., to create the target audience data set.

2.  Use the Leadtail Social Media Insights technology to extract insights around key social media activities, such as what links are shared, who is mentioned and retweeted, popular hashtags, popular platforms used to share content, etc.

3.  Review, analyze, and package these insights into this report.

The specific data set analyzed for this report is comprised of:

}  515 North American digital marketers active on Twitter during the report period

}  Includes brand, corporate, and agency marketers responsible for digital and/or social marketing programs

}  Total of 143,856 tweets, and 69,657 shared links

}  Total follower reach: 2,418,293; median # of followers per marketer: 891 }  Tweets published between April 1, 2013 – June 30, 2013

3! Leadtail Social Media Insights for Decision Makers!!

Key Takeaways

}  Digital marketers are leaders and innovators when it comes to adopting and deploying social media and other forms of emerging media – they are the trendsetters

}  National and local events and topics capture their attention so playing off current news and events is a good way to engage digital marketers

}  For many digital marketers, consuming and interacting with Mainstream Media is directly part of their job – so don’t underestimate its ability to reach and engage this highly coveted target audience

}  While old and new media publishers have the strongest foothold with digital marketers, some consumer brands like Starbucks, Dunkin Donuts, and American Airlines are gaining traction by using social media


}  Certain publications, brands, and people are highly influential with digital marketers – these are good starting points for building brand awareness with these trend-setting marketers

Who Are These Digital Marketers?


Where Are They Located?

Our digital marketers sample comes from North America - primarily the U.S.

Leadtail Social Media Insights for Decision Makers!!

6! Based on the location provided in the Twitter profile.

How Do They Describe Themselves?

The way these marketing professionals describe themselves on Twitter reveals keywords that can help you reach and engage them across the Social Web.

Leadtail Social Media Insights for Decision Makers!7! Based on keywords used in the Twitter profile.

What Do They Talk About?

8! Leadtail Social Media Insights for Decision Makers!

Hashtags reveal the topics and events, big and small, national and local, that captured the attention of these marketing professionals during the report period.

Which Social Networks Are They Ac@ve On?


1% 1% 1% 2% 2% 2%

4% 5% 6% 6%

9% 25% 27%

34% 52%

100%

Pandora Untappd

Quora Yelp Path

Triberr Facebook

Tumblr Pinterest GetGlue

Spotify LinkedIn

Vine foursquare Instagram

Twitter

In addition to Twitter, digital marketing pros are active on a number of other social networks, many of which cross post content to Twitter. The most popular networks with digital marketers are dominated by media-centric platforms like Instagram, Vine, Spotify, GetGlue, Pinterest, and Tumblr.

% of Digital Marketers that shared between this network + Twitter during the report period.

How Do Digital Marketers Engage with Content on Twi9er?



3% 3% 4% 4% 4% 4% 5% 5% 6%

11% 20%

25% 29%

77% 81%

Vizify

feedly

Google

Facebook

Pinterest

Paper.li

Tumblr

Twitter for Mac

Spotify

Buffer

TweetDeck

LinkedIn

HootSuite

Tweet Button

Twitter.com Website

% of Digital Marketers that published at least 1 tweet from this platform during the report period.

What Apps + PlaLorms Drive Twi9er Sharing?

The vast majority of our digital marketers use Twitter’s web interface and the distributed Tweet button, and more than 1 in 5 use social media management tools like Hootsuite and Tweetdeck.

Which Apps + PlaLorms Drive Mobile Twi9er Sharing?

Leadtail Social Media Insights for Decision Makers!

With built-in social sharing provided as part of the operating system, it’s no surprise that iOS apps are the most popular way for digital marketers to share content to Twitter when on the go.

12!

3% 4%

6% 10% 10% 11% 12%

14% 15% 15%

25% 30%

32% 52%

66%

Echofon

Tweetbot for iOS

GetGlue.com

Twitter Mobile Web

Photos on iOS

Flipboard

Camera on iOS

Twitter for Android

Safari on iOS

iOS

Vine

Twitter for iPad

foursquare

Instagram

Twitter for iPhone

% of Digital Marketers that published at least 1 tweet from this platform during the report period.

What Types of Content Do They Share?


Social Media 17%

Industry Media 35%

Mainstream Media 45%

Tools (e.g. Feedly)

1%

eCommerce (e.g. Amazon,

iTunes) 2%

Mainstream media sites are the most common type of content shared by digital marketers. The majority of mainstream media content shared is news, business, and strategy focused – typically covering broad issues and trends. Industry media plays an important role in defining the conversations digital marketing professionals have with each other, their internal teams, and ultimately clients and customers. Many of these publications feature submissions from marketing thought leaders and experts, and have robust email and social media distribution that keeps their content in front of this audience every day. The social/user generated media category for digital marketing professionals includes everything from insightful slideshows on content curation, to cheering on our favorite sports teams and passing on breaking news. The chart to the right shows the breakdown of shared content by type. % of 100 Most Popular Shared Content Sources

11.  CNET News 12.  Guardian UK 13.  Washington Post 14.  USA Today 15.  The Atlantic 16.  Gizmodo 17.  NPR 18.  Fast Co Create 19.  Entrepreneur 20.  Google 21.  WSJ Blogs 22.  Businessweek 23.  CNN Money 24.  Fast Co Design 25.  Gawker

Following are the Top 25 Mainstream Media Content Sources shared by digital marketers during the report period, based on the number of unique marketers that shared each source.


What Are the Most Shared Mainstream Sources?

14!

1.  Forbes 2.  Huffington Post 3.  New York Times 4.  BuzzFeed 5.  Fast Company 6.  Wall St. Journal 7.  HBR Blogs 8.  Wired 9.  Inc. 10.  CNN

11.  The Verge 12.  Digiday 13.  Read Write Web 14.  Hubspot Blog 15.  Search Engine Land 16.  Marketing Land 17.  BizJournals 18.  GigaOM 19.  Mediabistro 20.  PR Daily 21.  Social Media Examiner 22.  Marketing Profs 23.  AllFacebook 24.  eMarketer 25.  Search Engine Watch

Following are the Top 25 Industry Media Content Sources shared by digital marketers during the report period, based on the number of unique marketers that shared each source.


What Are the Most Shared Industry Sources?

15!

1.  Mashable 2.  TechCrunch 3.  Business Insider 4.  Advertising Age 5.  Ad Week 6.  All Things D 7.  VentureBeat 8.  Social Media Today 9.  The Next Web 10.  MediaPost

11.  Paper.li 12.  Vimeo 13.  Spotify 14.  Kickstarter 15.  Soundcloud

Following are the Top 15 Social Media Content Sources shared by digital marketers during the report period, based on the number of unique marketers that shared each source.


What Are the Most Shared Social Sources?

16!

1.  YouTube 2.  Instagram 3.  Foursquare 4.  Vine 5.  LinkedIn 6.  Facebook 7.  Twitter (Photos) 8.  SlideShare 9.  TwitPic 10.  Pinterest

Which Brands and People Are Most Influen@al with Digital Marketers?


Who Do Digital Marketers Retweet the Most?


There is persistent myth in social media that content is retweeted because the reader likes it. While that is certainly the case some of the time, there is one less obvious but profound reason why people retweet. They think: “My followers will like this.”

Whether it’s because it’s timely, provocative, or topical - who gets retweeted is a reflection of what people believe their own social audience will find relevant. This word cloud shows the people retweeted most by digital marketers during the report period.

11.  @ariannahuff 12.  @briansolis 13.  @jaybaer 14.  @buzzfeedandrew 15.  @augieray 16.  @tedrubin 17.  @valaafshar 18.  @antderosa 19.  @garyvee 20.  @brainpicker 21.  @steveology 22.  @adamkmiec 23.  @petershankman 24.  @prsarahevans 25.  @markraganceo


Who Do Digital Marketers Retweet the Most?

19!

1.  @barackobama 2.  @jowyang 3.  @darrenrovell 4.  @guykawasaki 5.  @jack 6.  @dannysullivan 7.  @jeffbullas 8.  @billclinton 9.  @corybooker 10.  @kimgarst

Following are the Top 25 People Most Retweeted by digital marketers during the report period.*

* Based on unique # of digital marketers that retweeted the person. Ties were broken using Klout score followed by # of followers.

Who Do Digital Marketers Men@on the Most?

20!

Another measure of influence is how often a person is mentioned. Mentioning a person by name can mean a few different things in social media: giving credit to someone for an idea or piece of content being shared, engaging someone directly in conversation, or giving a shout-out to a person you’ve recently met.

In any context, being mentioned is a sign that a person is an active part of the social conversation, and those mentioned most are the people you’ll find at the center of engaging conversations between digital marketers. This word cloud shows the people mentioned most by digital marketers during the report period.


11.  @pammktgnut 12.  @shellykramer 13.  @guykawasaki 14.  @dannysullivan 15.  @darrenrovell 16.  @dickc 17.  @mitchjoel 18.  @markwschafer 19.  @aaronstrout 20.  @hillaryclinton 21.  @marissamayer 22.  @davekerpen 23.  @jack 24.  @ekaterina 25.  @ambercadabra


Who Do Digital Marketers Men@on Most?

21!

1.  @jaybaer 2.  @tedrubin 3.  @garyvee 4.  @jeffbullas 5.  @barackobama 6.  @jowyang 7.  @chrisbrogan 8.  @briansolis 9.  @kimgarst 10.  @cc_chapman

* Based on unique # of digital marketers that mentioned the person. Ties were broken using Klout score followed by # of followers.

Following are the Top 25 People Most Mentioned by digital marketers during the report period.*

Which Brands Do Digital Marketers Retweet Most?


As social media continues to reshape how we communicate, the line between “publishers” and “brands” continues to blur. Consumer and business brands, all need to think (and act!) like publishers - or said another way, brands need to create and share content that is highly relevant and engaging for their target audience, or lose out to competitors that do.

So which brands are doing the best job creating the kind of content that engages digital marketing professionals and inspires them to pass that content on to their social networks? This word cloud shows the brands retweeted most by digital marketers during the report period.

11.  @socialmedia2day 12.  @forbes 13.  @bostonglobe 14.  @harvardbiz 15.  @adweek 16.  @theonion 17.  @thenextweb 18.  @inc 19.  @hubspot 20.  @wired 21.  @cnet 22.  @bostondotcom 23.  @emarketer 24.  @espn 25.  @time


What Brands Do Digital Marketers Retweet Most?

23!

1.  @mashable 2.  @fastcompany 3.  @techcrunch 4.  @boston_police 5.  @nytimes 6.  @huffingtonpost 7.  @buzzfeed 8.  @wsj 9.  @ap 10.  @adage

* Based on unique # of digital marketers that retweeted the brand. Ties were broken using Klout score, followed by # of followers.

Following are the Top 25 Brands Most Retweeted by digital marketers during the report period.*

Which Brands Do Digital Marketers Men@on Most?


Looking at which brands digital marketers mention on Twitter can give us yet another perspective on the forces that shape their views on products, services, and industry trends. Interestingly, this is also where we begin to see consumer brands (e.g., @Starbucks, @AmericanAir) that have embraced social as a key touchpoint with their customers. This word cloud shows the brands mentioned most by digital marketers during the report period.

11.  @wsj 12.  @klout 13.  @hubspot 14.  @huffingtonpost 15.  @instagram 16.  @facebook 17.  @inc 18.  @linkedin 19.  @starbucks 20.  @inc 21.  @marketingprofs 22.  @americanair 23.  @adage 24.  @vineapp 25.  @digiday


Which Brands Do Digital Marketers Men@on Most?

25!

1.  @mashable 2.  @youtube 3.  @techcrunch 4.  @nytimes 5.  @twitter 6.  @buzzfeed 7.  @fastcompany 8.  @forbes 9.  @harvardbiz 10.  @google

Following are the Top 25 Brands Most Mentioned by digital marketers during the report period.*

* Based on unique # of digital marketers that mentioned the brand. Ties were broken using Klout score followed by # of followers.

In collabora*on with:

Spotlight: Consumer Brands on Twi9er


26


As savvy social media users, digital marketers are comfortable engaging publishers and brands on Twitter. In fact, while most of the 25 Brands Most Mentioned by Digital Marketers were publishers, we found that marketers actually talked about a wide variety of traditional consumer brands and categories, including:

Spotlight: Consumer Brands on Twi9er

And they’re not alone – every day millions of consumers praise the brands they love, and trash the brands they hate on Twitter. NetBase analyzed 68,323,926 tweets mentioning these popular consumer brands and created a Brand Passion Index for each category. In the following graphics, the amount of chatter about a brand is indicated by the size of the bubble, while the placement of the bubble shows both the sentiment and passion intensity.

Airlines

Retailers

Consumer Brands on Twi9er: Retail


WalMart generated the 2nd largest share of buzz, but NetBase reveals that the retailer giant has the lowest Net Sentiment of the brands in its category.

Consumer Brands on Twi9er: Airlines


NetBase shows that Virgin America generated the most passion and love from online customers even though it captured the fewest overall mentions in the airline category.

Conclusion

Leadtail Social Media Insights for Decision Makers!30

Conclusion

Imagine if you could listen to the daily conversations of digital marketers. How would you use that information to better reach, engage, and influence these new media professionals to take the actions you care most about? For example, would it provide you insights into where to advertise, what content to create, whom to build relationships with, and how best to develop and implement your social media strategy? Sure it would. We created this special report to provide you with social media insights to help you make more informed decisions about how to reach, engage, and influence digital marketing professionals. And since the topics, content sources, and influencers are constantly changing so, too, are the social media insights.


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NetBase delivers the social intelligence that global brands and agencies use to publish, monitor, analyze and engage with customers in real time. Using a high-precision natural language processing (NLP) engine our platform processes billions of social media posts that we can slice and dice fast and accurately—and deliver in the dashboard you need. Clients include Coca-Cola, Kraft, HP, ESPN, GfK, McCann Erickson and Taco Bell. NetBase solutions are sold globally by SAP AG and J.D. Power & Associates.

About NetBase

To hear more about how you can benefit from using NetBase social intelligence, visit www.netbase.com, follow @NetBase or contact us @ [email protected]

About Leadtail


Leadtail is an agency focused on making online marketing and social media work for business. The Leadtail team has developed and implemented social media programs and campaigns for leading consumer and business brands including TiVo, WageWorks, Alcatel-Lucent, Symantec, Adaptive Planning and Peoplefluent. Our social media insights reports have been referenced in media publications including: Business Insider, Forbes, Huffington Post, MarketingProfs, CMSWire, and ERE.

@Leadtail, @BestB2BSocial

www.linkedin.com/companies/Leadtail

www.Leadtail.com/blog/

www.Leadtail.com

Interested in collaborating on a future social insights report? Email us: [email protected]