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 sample1,000 tweets

Analysis base21,396 meaningful tweets

Analytical sample1,000 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, but lots of casual twitterers

ANALYSIS – MEANINGFUL TWEETS

Top 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 campaigns

2 employees of one of the brands

1 corporate stakeholder who twitted because of 3 major corporate crisis

1 sector blog: specialised in brands and products

Large volumes from generalists and identification of interesting influencers

ANALYSIS – MEANINGFUL TWEETS WITH URL49% of all meaningful tweets

An information transmission logic

Corporate information (business, finance, MarCom) is ahead. Information on products and services, mainly innovations, is shared by a user in 5.

Corporate

Products

Services

Employment

ANALYSIS – MEANINGFUL TWEETS WITH URL

Key news/events drive tweeting:

Almost half of meaningful tweets with url are due to 15 news/events with the two main accounting for 20% of them

ANALYSIS – MEANINGFUL TWEETS WITH URL

Among these 15 news/events, we found:

6 buzz on ads and digital campaigns (11% of the volume)

2 buzz on corporate crisis (18% of the volume)

2 buzz on new services (5% of the volume)

2 buzz on product launches (3% of the volume)

2 buzz on corporate issues (2% of the volume)

1 buzz on SM strategy of one of the brands (5% of the volume)

Helpful insights and measures for corporate crisis management and campaigns effectiveness assessment

CRISIS MANAGEMENT

ANALYSIS – MEANINGFUL TWEETS WITHOUT URL51% of all meaningful tweets

A spontaneous expression logic:

Two thirds of spontaneous expression for one third of information transmission, comment or seeking

Spontaneous expression

Information transmission

Comments on information

Information seeking

ANALYSIS – MEANINGFUL TWEETS WITHOUT URLInformation on every brand topics:

All themes from corporateto operational are covered

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

ANALYSIS – MEANINGFUL TWEETS WITHOUT URLA third of these tweets are expressing opinions:

Mainly negative comments on advertising campaigns, whereas products and services drive positive comments

An analytical value for ad testing and for products/services evaluation

Negativecomments

Positivecomments

Balancedcomments

TRACKING OPINIONS TO CREATE BRANDED CONTENT

ANALYSIS – MEANINGFUL TWEETS WITHOUT URLA third of these tweets are expressing behaviours:

Importance of pointless discussion about products. Lots of online buzz discussed. Interst in understanding specific usage and consumption situations

Chit chat

Buzz

Consumption

FROM BEHAVIOURS AND OPINIONS LISTENING TO ENGAGEMENT

ANALYSIS – MEANINGFUL TWEETS WITHOUT URLA third of these tweets are expressing attitudes:

The expression of expectation is far ahead. Announcement and anticipation of new services and products follow. 3% of these tweets are actual recommendations

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