SlideShare una empresa de Scribd logo
1 de 18
Descargar para leer sin conexión
Brandwatch Report/
                                 Brands on Twitter /2012
                                 Analysis of global brands’
                                 Twitter activity
                                 Discover how the world’s leading brands are using Twitter,
                                 from the type of activity they are engaged in to the platform
                                 that they perform it on.




                                                                                                 chirpy!
Report/ Brands on Twitter/2012




                                 Book a demo with us brandwatch.com/demo
Brandwatch Report
                                  Brands on Twitter /2012

                                  Why read this...                                                Contents
                                 “ People are connecting en masse with the businesses they        3    Introduction
                                   support and new media represents the ability to cultivate
                                   consumer relationships in ways not possible with traditional   4
                                   earned or paid media.
                                                                                                  5    Brand Twitter Activity
                                  This might sound abrupt, but the truth is that we’re hardly
                                  realizing the potential of what lies before us. Everything      11   Twitter Platforms
                                  begins with understanding not just how other brands are
                                  marketing themselves in social media, but also seeing what
Report/ Brands on Twitter/2012




                                  they’re not doing and envisioning what’s possible. ”

                                  Brian Solis, Principal at Altimeter Group




       2                           Book a demo with us brandwatch.com/demo
Brands on Twitter /2012
                                 Introduction/
                                 If you’re reading this report, you’ll already know that Twitter has dramatically
                                 changed the way companies do business and conduct their marketing.
                                 There have been a multitude of trials and tribulations in the    When compiling the brands included in this study, we
                                 short history of the young network, and there have been          selected a sample of 258 companies that we felt best
                                 countless examples of brands achieving great success             represented the market, covering a broad segment of leading
                                 through the platform, alongside a handful of cases that have     brands in the UK and overseas, though it should be noted
                                 resulted in PR disasters for the brands in question.

                                 As a leading social media monitoring company, here at            If you’d like to discover how leveraging the power of social
                                 Brandwatch we’re fascinated in tracking how businesses are
                                 exploring the new opportunities that social media now affords.   resource library or get in touch with us for a live demo of
                                 This report details how 258 of the world’s leading brands        our tool.
Report/ Brands on Twitter/2012




                                 are using Twitter in 2012, from the type of activity they
                                 are undertaking to the particular tool they are using for        Take Brandwatch for a spin
                                 publication, as well as comparing this to usage in 2011.
                                                                                                  Read one of our free eBooks

                                                                                                  Get in contact with us




       3                         Book a demo with us brandwatch.com/demo
Brands on Twitter /2012
                                 Key Findings/
                                 2012 brings big changes to brands’ usage of Twitter
                                   Of the 258 Brands monitored, 9% did not use Twitter          A giant 59% of brands switched tool from 2011 to 2012

                                   Only 10% of brands did not tweet in 2012, down from 28%      In terms of tool usage, Hootsuite & Spredfast are biggest
                                   in 2011
                                                                                                biggest losers
                                   75% of brands use Twitter to both broadcast and engage
                                                                                                Just 14% of brands use custom tools, 11% use mobile
                                                                                                apps and 11% use automated software for their tweet
                                   increase since 2011                                          publication

                                   Brands tweet less frequently in 2012 than they did in 2011
Report/ Brands on Twitter/2012




                                                                                                use the tool for engagement
                                   The most popular platform for tweet publication is the
                                   standard Twitter web interface




       4                         Book a demo with us brandwatch.com/demo
Brands on Twitter /2012
                                 Brand Twitter Activity/
                                   Of 258 monitored brands, 23 had no account or                         125 brands (about half) tweeted 50
                                   never tweeted                                                         times per week or more

                                                                                                         In 2011, 38% of monitored brands
                                                    80                                                   did not tweet compared to 10%
                                                                                                         in 2012
                                                    70
                                 NUMBER OF BRANDS




                                                    50

                                                    40
Report/ Brands on Twitter/2012




                                                    30

                                                    20

                                                    10

                                                     0



                                                                                                     0
                                                                           <1
                                                                      er
                                                              t
                                                          un




                                                                                                 00
                                                                  ev
                                                          co




                                                                                                >1
                                                                  N
                                                         Ac
                                                     o
                                                    N




                                                                                TIMES TWEETED

       5                           Book a demo with us brandwatch.com/demo
Brands on Twitter /2012
                                 Brand Twitter Activity/ cont...
                                 Brands that do not use Twitter include Apple and                    Apple notable in its absence
                                 3 Mobile                                                            from twitter, as it continues its

                                 Brand                                     (Lack of) Activity        network activity
                                 Aldi                                      Never Tweeted
                                 Apple                                     No Account
                                 Boots                                     No Account
                                 Borders                                   No Account
                                 Burton                                    No Account
                                                                           Very Infrequent Updates
                                 Freedom2surf                              No Account
Report/ Brands on Twitter/2012




                                 Primark                                   No Account
                                 Prudential                                Never Tweeted
                                 Southern Water                            Never Tweeted
                                 3 Mobile                                  Never Tweeted




       6                         Book a demo with us brandwatch.com/demo
Brands on Twitter /2012
                                 Brand Twitter Activity/ cont...
                                 The majority of brands use Twitter for both broadcast                     Most brands understand that
                                 and engagement
                                                                                                           for broadcasting




                                                                           9%
                                                                           No Account or Activity

                                                                           13%
                                                                           Broadcast Only

                                                                           3%
Report/ Brands on Twitter/2012




                                                                           Engagement Only

                                                                           75%
                                                                           Both Broadcast and Engagement




       7                         Book a demo with us brandwatch.com/demo
Brands on Twitter /2012
                                 Brand Twitter Activity/ cont...
                                   While the majority of brands have just one Twitter                 National Rail had the most Twitter
                                   account, around 35% have more than one                             accounts (27), each of them covering
                                                                                                      a different region


                                                    200




                                                    150
                                 NUMBER OF BRANDS




                                                    100
Report/ Brands on Twitter/2012




                                                     50




                                                      0

                                                          0   1              2        3      4   >4

                                                                        NUMBER OF ACCOUNTS


       8                           Book a demo with us brandwatch.com/demo
Brands on Twitter /2012
                                 Brand Twitter Activity/ cont...
                                 More and more brands have made the decision to use                    The proportion of brands using
                                 more than one Twitter account                                         multiple accounts has increased


                                                                                                       The majority of brands still use

                                                                                                       is shrinking




                                              2011                                  2012
Report/ Brands on Twitter/2012




                                   7% Multiple Accounts                    35% Multiple Accounts
                                   77% One Account                         56% One Account
                                   16% No Account or Activity              9% No Account or Activity

       9                         Book a demo with us brandwatch.com/demo
Brands on Twitter /2012
                                    Brand Twitter Activity/ cont...
                                      Brand accounts are tweeting less frequently on                                    In 2011, half of the monitored
                                      average than they were in 2011                                                    brands tweeted fewer than 19 times
                                                                                                                        per week
                                                           2011                                   2012
                                                                                                                        In 2012, half tweeted fewer than
                                                                                 30%
                                                                                                                        7 times per week

                                                                                 25%


                                                                                 20%
                                 % OF BRANDS




                                                                                 15%
Report/ Brands on Twitter/2012




                                                                                 10%


                                                                                 5%


                                                                                 0%
                                                                             0




                                                                                                                    0
                                                   er




                                                                                          er
                                                                         00




                                                                                                                00
                                               ev




                                                                                       ev
                                                                        >1




                                                                                                               >1
                                               N




                                                                                      N




                                                        TIMES TWEETED                          TIMES TWEETED
 10                                   Book a demo with us brandwatch.com/demo
Brands on Twitter /2012
                                 Twitter Platforms/
                                 Most brands use the Twitter web interface
                                 or Hootsuite                                                   the ‘other’ category not listed here
                                                                                                was Spredfast

                                         150



                                         120



                                          90
                                 TOTAL
Report/ Brands on Twitter/2012




                                          30



                                           0
                                                                           k
                                                              te
                                                    ce




                                                                                           er
                                                                                      ed
                                                                        ec
                                                             ui




                                                                                           th
                                                 rfa




                                                                                    fe
                                                                        td
                                                             ts




                                                                                           O
                                                                                 er
                                               te




                                                         oo




                                                                    ee




                                                                                itt
                                               In




                                                                   Tw
                                                         H




                                                                               Tw
                                            eb
                                           W




 11                              Book a demo with us brandwatch.com/demo
Brands on Twitter /2012
                                 Twitter Platforms/ cont...
                                 TweetDeck and CoTweet use has fallen leaving                        The Twitter web interface remains
                                 HootSuite as the clear leading desktop client                       the most common way for brands
                                                                                                     to use Twitter
                                                                                Change in
                                 Client           2011 Share       2012 Share               Growth
                                                                                Share

                                 Web Interface                     28%          +2%         +9%

                                 HootSuite                         24%          +8%         +53%

                                 TweetDeck        19%              11%                      -42%
Report/ Brands on Twitter/2012




                                 CoTweet                                                    -60%

                                 Twitterfeed      1%               1%           +0%         +1%

                                 Other            22%              29%          +7%         +31%




 12                              Book a demo with us brandwatch.com/demo
Brands on Twitter /2012
                                 Twitter Platforms/ cont...
                                 Of the brands who used a single tool in 2011,    Most companies switched
                                 two-thirds were using a different tool in 2012   Twitter engagement tool in the
                                                                                  past 12 months




                                                                           41%

                                                                           59%
Report/ Brands on Twitter/2012




 13                              Book a demo with us brandwatch.com/demo
Brands on Twitter /2012
                                 Twitter Platforms/ cont...
                                 Of the monitored brands who have switched tools                                                                              Hoosuite & Spredfast gain the most
                                 since 2011, very few have left HootSuite

                                                                                      STARTED   +30                                                   MORE
                                                                                       USING                                                  +24     USING
                                                                                                                                                              being abandoned

                                                                                                +20                   +18


                                                                                                +10

                                                                                                        +2
                                                                                                +0
Report/ Brands on Twitter/2012




                                                                                      STOPPED                                                         FEWER
                                                                                       USING                                                          USING
                                      Web Interface

                                                      HootSuite

                                                                  TweetDeck




                                                                              Other




                                                                                                      Web Interface

                                                                                                                      HootSuite

                                                                                                                                  TweetDeck




                                                                                                                                              Other




 14                              Book a demo with us brandwatch.com/demo
Brands on Twitter /2012
                                 Brand Twitter Activity/ cont...
                                 Off the shelf tools are the most common “other” tool,
                                 very few brands use custom tools                                      Twitterfeed and tweeting buttons
                                                                                                       remain fairly popular for brands as
                                                                                                       well as individuals

                                                                                                       Brands are using mobile devices
                                                                           55%                         to publish tweets, with community
                                                                           Off the Shelf Tool
                                                                                                       managers tweeting from outside the

                                                                           14%

                                                                           11%
Report/ Brands on Twitter/2012




                                                                           Mobile
                                                                           e.g. “Twitter for iPhone”

                                                                           11%
                                                                           Auto Tweet
                                                                           e.g. “Tweet this button”

                                                                           9%
                                                                           Unknown

 15                              Book a demo with us brandwatch.com/demo
Brands on Twitter /2012
                                 Brand Twitter Activity/ cont...
                                 Of the clients that Radian6 lists on its website,
                                 only 5 (of 65) actually use Radian6 to tweet                   tool for engagement much, mainly
                                                                                                focusing on other features of the app
                                                                                                and relying on other platforms for
                                                                                                Twitter engagement

                                                                           8%

                                                                           92%
                                                                           Use Something Else
Report/ Brands on Twitter/2012




 16                              Book a demo with us brandwatch.com/demo
Brands on Twitter /2012
                                 Twitter Platforms/
                                 Radian6 clients that do not use Radian6 use                            Hootsuite and Tweetdeck are most
                                 other tools                                                            popular alternative tools, alongside

                                                                                                        and Spredfast
                                         15
                                                                                                        This broadly mirrors the split for
                                                                                                        brands in general
                                         12



                                          9
                                 TOTAL
Report/ Brands on Twitter/2012




                                          3



                                          0
                                                                                     k
                                                               ce
                                                   te




                                                                                 ec




                                                                                                   s)
                                                  ui




                                                              rfa




                                                                                                   ol
                                                                                tD
                                                  ts




                                                                                               to
                                                           te
                                              oo




                                                                            ee
                                                          In




                                                                                              (9
                                              H




                                                                           Tw
                                                         eb




                                                                                         er
                                                                                         th
                                                        W




                                                                                         O




 17                              Book a demo with us brandwatch.com/demo
Brandwatch Report
                                 Brands on Twitter /2012

                                 Thank you /
                                 We hope this report into how brands are using Twitter has been of interest. We
                                 work with clients across a wide range of industries and with different needs and
                                 present them not only with insightful studies such as this, but also with the means
                                 to conduct their own reports. Even the very tip of the iceberg isn’t visible in this
                                 report with regard to the data and insight that Brandwatch can provide, and we’d
                                 love to show you the other things we can do.


                                 /about Brandwatch                                                                      /info
Report/ Brands on Twitter/2012




                                 Brandwatch is one of the world’s leading providers of social media monitoring and      For more information on how
                                 analysis. More than 500 global brands and agencies use Brandwatch solutions,           Brandwatch can improve your
                                                                                                                        business or to schedule a demo,
                                 we provide to monitor online conversations around their brand interests, glean         visit Brandwatch.com/demo.
                                 business insights through deep data analysis, conduct market research, predict
                                 market trends, and engage with customers and prospects.                                US: 1 212 229 2240
                                                                                                                        UK: +44 (0) 1273 234 290
                                                                                                                        Germany: +49 (0) 711 912 44 159

 18                              Book a demo with us brandwatch.com/demo

Más contenido relacionado

Destacado

Dictionnaire des idées reçues sur le monde digital #dictionnerd
Dictionnaire des idées reçues sur le monde digital #dictionnerdDictionnaire des idées reçues sur le monde digital #dictionnerd
Dictionnaire des idées reçues sur le monde digital #dictionnerdChoblab.com est mon terrain de jeu
 
The story of the web
The story of the webThe story of the web
The story of the webChob Lab
 
8 Information Architecture Better Practices
8 Information Architecture Better Practices8 Information Architecture Better Practices
8 Information Architecture Better PracticesLouis Rosenfeld
 
Your Social Media Strategy Won't Save You
Your Social Media Strategy Won't Save YouYour Social Media Strategy Won't Save You
Your Social Media Strategy Won't Save YouTara Hunt
 
Intro To Emotion Design- Pleasurability and Emotional Design- Experience Dyn...
Intro To Emotion Design- Pleasurability and Emotional Design-  Experience Dyn...Intro To Emotion Design- Pleasurability and Emotional Design-  Experience Dyn...
Intro To Emotion Design- Pleasurability and Emotional Design- Experience Dyn...Experience Dynamics
 
Recrutement innovant : Marque employeur & Réseaux sociaux
Recrutement innovant : Marque employeur & Réseaux sociauxRecrutement innovant : Marque employeur & Réseaux sociaux
Recrutement innovant : Marque employeur & Réseaux sociauxHelloWork
 
The 4C's of the Conversation Company
The 4C's of the Conversation CompanyThe 4C's of the Conversation Company
The 4C's of the Conversation CompanySteven Van Belleghem
 
Pourquoi et comment créer un réseau social en ligne pour mon territoire ?
Pourquoi et comment créer un réseau social en ligne pour mon territoire ?Pourquoi et comment créer un réseau social en ligne pour mon territoire ?
Pourquoi et comment créer un réseau social en ligne pour mon territoire ?Loïc Haÿ
 
Observatoire réseaux sociaux 2013 - IFOP
Observatoire réseaux sociaux 2013  - IFOPObservatoire réseaux sociaux 2013  - IFOP
Observatoire réseaux sociaux 2013 - IFOPBuild Green
 
Le métier de Community Manager
Le métier de Community ManagerLe métier de Community Manager
Le métier de Community ManagerDagobert
 
Enquête : état des lieux du recrutement sur les réseaux sociaux
Enquête : état des lieux du recrutement sur les réseaux sociauxEnquête : état des lieux du recrutement sur les réseaux sociaux
Enquête : état des lieux du recrutement sur les réseaux sociauxHelloWork
 
Comment engager vos visiteurs avec le Design Émotionnel ? (par Jacinthe Busson)
Comment engager vos visiteurs avec le Design Émotionnel ? (par Jacinthe Busson)Comment engager vos visiteurs avec le Design Émotionnel ? (par Jacinthe Busson)
Comment engager vos visiteurs avec le Design Émotionnel ? (par Jacinthe Busson)Arnaud Robin
 
Ecrire pour le Web en 2010
Ecrire pour le Web en 2010Ecrire pour le Web en 2010
Ecrire pour le Web en 2010Les Propulseurs
 

Destacado (13)

Dictionnaire des idées reçues sur le monde digital #dictionnerd
Dictionnaire des idées reçues sur le monde digital #dictionnerdDictionnaire des idées reçues sur le monde digital #dictionnerd
Dictionnaire des idées reçues sur le monde digital #dictionnerd
 
The story of the web
The story of the webThe story of the web
The story of the web
 
8 Information Architecture Better Practices
8 Information Architecture Better Practices8 Information Architecture Better Practices
8 Information Architecture Better Practices
 
Your Social Media Strategy Won't Save You
Your Social Media Strategy Won't Save YouYour Social Media Strategy Won't Save You
Your Social Media Strategy Won't Save You
 
Intro To Emotion Design- Pleasurability and Emotional Design- Experience Dyn...
Intro To Emotion Design- Pleasurability and Emotional Design-  Experience Dyn...Intro To Emotion Design- Pleasurability and Emotional Design-  Experience Dyn...
Intro To Emotion Design- Pleasurability and Emotional Design- Experience Dyn...
 
Recrutement innovant : Marque employeur & Réseaux sociaux
Recrutement innovant : Marque employeur & Réseaux sociauxRecrutement innovant : Marque employeur & Réseaux sociaux
Recrutement innovant : Marque employeur & Réseaux sociaux
 
The 4C's of the Conversation Company
The 4C's of the Conversation CompanyThe 4C's of the Conversation Company
The 4C's of the Conversation Company
 
Pourquoi et comment créer un réseau social en ligne pour mon territoire ?
Pourquoi et comment créer un réseau social en ligne pour mon territoire ?Pourquoi et comment créer un réseau social en ligne pour mon territoire ?
Pourquoi et comment créer un réseau social en ligne pour mon territoire ?
 
Observatoire réseaux sociaux 2013 - IFOP
Observatoire réseaux sociaux 2013  - IFOPObservatoire réseaux sociaux 2013  - IFOP
Observatoire réseaux sociaux 2013 - IFOP
 
Le métier de Community Manager
Le métier de Community ManagerLe métier de Community Manager
Le métier de Community Manager
 
Enquête : état des lieux du recrutement sur les réseaux sociaux
Enquête : état des lieux du recrutement sur les réseaux sociauxEnquête : état des lieux du recrutement sur les réseaux sociaux
Enquête : état des lieux du recrutement sur les réseaux sociaux
 
Comment engager vos visiteurs avec le Design Émotionnel ? (par Jacinthe Busson)
Comment engager vos visiteurs avec le Design Émotionnel ? (par Jacinthe Busson)Comment engager vos visiteurs avec le Design Émotionnel ? (par Jacinthe Busson)
Comment engager vos visiteurs avec le Design Émotionnel ? (par Jacinthe Busson)
 
Ecrire pour le Web en 2010
Ecrire pour le Web en 2010Ecrire pour le Web en 2010
Ecrire pour le Web en 2010
 

Similar a Brands on Twitter 2012: How Leading Brands Are Leveraging the Power of Social Media

State Of Social Media In Belgium Report
State Of Social Media In Belgium   ReportState Of Social Media In Belgium   Report
State Of Social Media In Belgium ReportVanguard Leadership
 
My Business Is On Twitter.Now What
My Business Is On Twitter.Now WhatMy Business Is On Twitter.Now What
My Business Is On Twitter.Now What4GreenPs
 
Twitter and the consumer marketer dynamic (360i.com)
Twitter and the consumer marketer dynamic (360i.com)Twitter and the consumer marketer dynamic (360i.com)
Twitter and the consumer marketer dynamic (360i.com)Constantin Cocioaba
 
360i twitter-and-the-consumer-marketer-dynamic
360i twitter-and-the-consumer-marketer-dynamic360i twitter-and-the-consumer-marketer-dynamic
360i twitter-and-the-consumer-marketer-dynamicDianova
 
Estudo da 360i sobre marcas no Twitter
Estudo da 360i sobre marcas no TwitterEstudo da 360i sobre marcas no Twitter
Estudo da 360i sobre marcas no TwitterMaico Eckert
 
State of Online Branded Communities
State of Online Branded Communities State of Online Branded Communities
State of Online Branded Communities ComBlu, Inc.
 
The Twitter Landscape 2013: A Study of Conversation on Twitter
The Twitter Landscape 2013: A Study of Conversation on TwitterThe Twitter Landscape 2013: A Study of Conversation on Twitter
The Twitter Landscape 2013: A Study of Conversation on TwitterBrandwatch
 
Social Media and reputation: what you can learn from big companies
Social Media and reputation: what you can learn from big companiesSocial Media and reputation: what you can learn from big companies
Social Media and reputation: what you can learn from big companiesAddison Group
 
Comparative Brand Audit Sample
Comparative Brand Audit SampleComparative Brand Audit Sample
Comparative Brand Audit SampleDaniel McKean
 
Social media for b2b - Madhouse Associates seminar
Social media for b2b - Madhouse Associates seminarSocial media for b2b - Madhouse Associates seminar
Social media for b2b - Madhouse Associates seminarSmoking Gun PR
 
How social media is changing brand building
How social media is changing brand buildingHow social media is changing brand building
How social media is changing brand buildingDung Tri
 
Wp forrester how_social_media_is_changing
Wp forrester how_social_media_is_changingWp forrester how_social_media_is_changing
Wp forrester how_social_media_is_changingJavi Sánchez
 
Eventi IBM Business Get Social - Italia
Eventi IBM Business Get Social - ItaliaEventi IBM Business Get Social - Italia
Eventi IBM Business Get Social - ItaliaAlessandro Chinnici
 
Comprehensive social media strategy by john bell
Comprehensive social media strategy by john bellComprehensive social media strategy by john bell
Comprehensive social media strategy by john bellJohn Bell
 
Wikibrands Zipcast
Wikibrands ZipcastWikibrands Zipcast
Wikibrands ZipcastWikibrands
 
Spredfast 7 whiteboard sessions guide
Spredfast 7 whiteboard sessions guideSpredfast 7 whiteboard sessions guide
Spredfast 7 whiteboard sessions guideRuthy Lopez
 
Spredfast 7 whiteboard sessions guide
Spredfast 7 whiteboard sessions guideSpredfast 7 whiteboard sessions guide
Spredfast 7 whiteboard sessions guidemohammadtazam10
 
7 whiteboard sessions guide!
7 whiteboard sessions guide!7 whiteboard sessions guide!
7 whiteboard sessions guide!Web Monster Inc
 
Social media marketing strategy
Social media marketing strategySocial media marketing strategy
Social media marketing strategyDave Chaffey
 

Similar a Brands on Twitter 2012: How Leading Brands Are Leveraging the Power of Social Media (20)

State Of Social Media In Belgium Report
State Of Social Media In Belgium   ReportState Of Social Media In Belgium   Report
State Of Social Media In Belgium Report
 
My Business Is On Twitter.Now What
My Business Is On Twitter.Now WhatMy Business Is On Twitter.Now What
My Business Is On Twitter.Now What
 
Twitter and the consumer marketer dynamic (360i.com)
Twitter and the consumer marketer dynamic (360i.com)Twitter and the consumer marketer dynamic (360i.com)
Twitter and the consumer marketer dynamic (360i.com)
 
360i twitter-and-the-consumer-marketer-dynamic
360i twitter-and-the-consumer-marketer-dynamic360i twitter-and-the-consumer-marketer-dynamic
360i twitter-and-the-consumer-marketer-dynamic
 
Estudo da 360i sobre marcas no Twitter
Estudo da 360i sobre marcas no TwitterEstudo da 360i sobre marcas no Twitter
Estudo da 360i sobre marcas no Twitter
 
State of Online Branded Communities
State of Online Branded Communities State of Online Branded Communities
State of Online Branded Communities
 
The Twitter Landscape 2013: A Study of Conversation on Twitter
The Twitter Landscape 2013: A Study of Conversation on TwitterThe Twitter Landscape 2013: A Study of Conversation on Twitter
The Twitter Landscape 2013: A Study of Conversation on Twitter
 
Social Media and reputation: what you can learn from big companies
Social Media and reputation: what you can learn from big companiesSocial Media and reputation: what you can learn from big companies
Social Media and reputation: what you can learn from big companies
 
Comparative Brand Audit Sample
Comparative Brand Audit SampleComparative Brand Audit Sample
Comparative Brand Audit Sample
 
Social media for b2b - Madhouse Associates seminar
Social media for b2b - Madhouse Associates seminarSocial media for b2b - Madhouse Associates seminar
Social media for b2b - Madhouse Associates seminar
 
How social media_is_changing
How social media_is_changingHow social media_is_changing
How social media_is_changing
 
How social media is changing brand building
How social media is changing brand buildingHow social media is changing brand building
How social media is changing brand building
 
Wp forrester how_social_media_is_changing
Wp forrester how_social_media_is_changingWp forrester how_social_media_is_changing
Wp forrester how_social_media_is_changing
 
Eventi IBM Business Get Social - Italia
Eventi IBM Business Get Social - ItaliaEventi IBM Business Get Social - Italia
Eventi IBM Business Get Social - Italia
 
Comprehensive social media strategy by john bell
Comprehensive social media strategy by john bellComprehensive social media strategy by john bell
Comprehensive social media strategy by john bell
 
Wikibrands Zipcast
Wikibrands ZipcastWikibrands Zipcast
Wikibrands Zipcast
 
Spredfast 7 whiteboard sessions guide
Spredfast 7 whiteboard sessions guideSpredfast 7 whiteboard sessions guide
Spredfast 7 whiteboard sessions guide
 
Spredfast 7 whiteboard sessions guide
Spredfast 7 whiteboard sessions guideSpredfast 7 whiteboard sessions guide
Spredfast 7 whiteboard sessions guide
 
7 whiteboard sessions guide!
7 whiteboard sessions guide!7 whiteboard sessions guide!
7 whiteboard sessions guide!
 
Social media marketing strategy
Social media marketing strategySocial media marketing strategy
Social media marketing strategy
 

Brands on Twitter 2012: How Leading Brands Are Leveraging the Power of Social Media

  • 1. Brandwatch Report/ Brands on Twitter /2012 Analysis of global brands’ Twitter activity Discover how the world’s leading brands are using Twitter, from the type of activity they are engaged in to the platform that they perform it on. chirpy! Report/ Brands on Twitter/2012 Book a demo with us brandwatch.com/demo
  • 2. Brandwatch Report Brands on Twitter /2012 Why read this... Contents “ People are connecting en masse with the businesses they 3 Introduction support and new media represents the ability to cultivate consumer relationships in ways not possible with traditional 4 earned or paid media. 5 Brand Twitter Activity This might sound abrupt, but the truth is that we’re hardly realizing the potential of what lies before us. Everything 11 Twitter Platforms begins with understanding not just how other brands are marketing themselves in social media, but also seeing what Report/ Brands on Twitter/2012 they’re not doing and envisioning what’s possible. ” Brian Solis, Principal at Altimeter Group 2 Book a demo with us brandwatch.com/demo
  • 3. Brands on Twitter /2012 Introduction/ If you’re reading this report, you’ll already know that Twitter has dramatically changed the way companies do business and conduct their marketing. There have been a multitude of trials and tribulations in the When compiling the brands included in this study, we short history of the young network, and there have been selected a sample of 258 companies that we felt best countless examples of brands achieving great success represented the market, covering a broad segment of leading through the platform, alongside a handful of cases that have brands in the UK and overseas, though it should be noted resulted in PR disasters for the brands in question. As a leading social media monitoring company, here at If you’d like to discover how leveraging the power of social Brandwatch we’re fascinated in tracking how businesses are exploring the new opportunities that social media now affords. resource library or get in touch with us for a live demo of This report details how 258 of the world’s leading brands our tool. Report/ Brands on Twitter/2012 are using Twitter in 2012, from the type of activity they are undertaking to the particular tool they are using for Take Brandwatch for a spin publication, as well as comparing this to usage in 2011. Read one of our free eBooks Get in contact with us 3 Book a demo with us brandwatch.com/demo
  • 4. Brands on Twitter /2012 Key Findings/ 2012 brings big changes to brands’ usage of Twitter Of the 258 Brands monitored, 9% did not use Twitter A giant 59% of brands switched tool from 2011 to 2012 Only 10% of brands did not tweet in 2012, down from 28% In terms of tool usage, Hootsuite & Spredfast are biggest in 2011 biggest losers 75% of brands use Twitter to both broadcast and engage Just 14% of brands use custom tools, 11% use mobile apps and 11% use automated software for their tweet increase since 2011 publication Brands tweet less frequently in 2012 than they did in 2011 Report/ Brands on Twitter/2012 use the tool for engagement The most popular platform for tweet publication is the standard Twitter web interface 4 Book a demo with us brandwatch.com/demo
  • 5. Brands on Twitter /2012 Brand Twitter Activity/ Of 258 monitored brands, 23 had no account or 125 brands (about half) tweeted 50 never tweeted times per week or more In 2011, 38% of monitored brands 80 did not tweet compared to 10% in 2012 70 NUMBER OF BRANDS 50 40 Report/ Brands on Twitter/2012 30 20 10 0 0 <1 er t un 00 ev co >1 N Ac o N TIMES TWEETED 5 Book a demo with us brandwatch.com/demo
  • 6. Brands on Twitter /2012 Brand Twitter Activity/ cont... Brands that do not use Twitter include Apple and Apple notable in its absence 3 Mobile from twitter, as it continues its Brand (Lack of) Activity network activity Aldi Never Tweeted Apple No Account Boots No Account Borders No Account Burton No Account Very Infrequent Updates Freedom2surf No Account Report/ Brands on Twitter/2012 Primark No Account Prudential Never Tweeted Southern Water Never Tweeted 3 Mobile Never Tweeted 6 Book a demo with us brandwatch.com/demo
  • 7. Brands on Twitter /2012 Brand Twitter Activity/ cont... The majority of brands use Twitter for both broadcast Most brands understand that and engagement for broadcasting 9% No Account or Activity 13% Broadcast Only 3% Report/ Brands on Twitter/2012 Engagement Only 75% Both Broadcast and Engagement 7 Book a demo with us brandwatch.com/demo
  • 8. Brands on Twitter /2012 Brand Twitter Activity/ cont... While the majority of brands have just one Twitter National Rail had the most Twitter account, around 35% have more than one accounts (27), each of them covering a different region 200 150 NUMBER OF BRANDS 100 Report/ Brands on Twitter/2012 50 0 0 1 2 3 4 >4 NUMBER OF ACCOUNTS 8 Book a demo with us brandwatch.com/demo
  • 9. Brands on Twitter /2012 Brand Twitter Activity/ cont... More and more brands have made the decision to use The proportion of brands using more than one Twitter account multiple accounts has increased The majority of brands still use is shrinking 2011 2012 Report/ Brands on Twitter/2012 7% Multiple Accounts 35% Multiple Accounts 77% One Account 56% One Account 16% No Account or Activity 9% No Account or Activity 9 Book a demo with us brandwatch.com/demo
  • 10. Brands on Twitter /2012 Brand Twitter Activity/ cont... Brand accounts are tweeting less frequently on In 2011, half of the monitored average than they were in 2011 brands tweeted fewer than 19 times per week 2011 2012 In 2012, half tweeted fewer than 30% 7 times per week 25% 20% % OF BRANDS 15% Report/ Brands on Twitter/2012 10% 5% 0% 0 0 er er 00 00 ev ev >1 >1 N N TIMES TWEETED TIMES TWEETED 10 Book a demo with us brandwatch.com/demo
  • 11. Brands on Twitter /2012 Twitter Platforms/ Most brands use the Twitter web interface or Hootsuite the ‘other’ category not listed here was Spredfast 150 120 90 TOTAL Report/ Brands on Twitter/2012 30 0 k te ce er ed ec ui th rfa fe td ts O er te oo ee itt In Tw H Tw eb W 11 Book a demo with us brandwatch.com/demo
  • 12. Brands on Twitter /2012 Twitter Platforms/ cont... TweetDeck and CoTweet use has fallen leaving The Twitter web interface remains HootSuite as the clear leading desktop client the most common way for brands to use Twitter Change in Client 2011 Share 2012 Share Growth Share Web Interface 28% +2% +9% HootSuite 24% +8% +53% TweetDeck 19% 11% -42% Report/ Brands on Twitter/2012 CoTweet -60% Twitterfeed 1% 1% +0% +1% Other 22% 29% +7% +31% 12 Book a demo with us brandwatch.com/demo
  • 13. Brands on Twitter /2012 Twitter Platforms/ cont... Of the brands who used a single tool in 2011, Most companies switched two-thirds were using a different tool in 2012 Twitter engagement tool in the past 12 months 41% 59% Report/ Brands on Twitter/2012 13 Book a demo with us brandwatch.com/demo
  • 14. Brands on Twitter /2012 Twitter Platforms/ cont... Of the monitored brands who have switched tools Hoosuite & Spredfast gain the most since 2011, very few have left HootSuite STARTED +30 MORE USING +24 USING being abandoned +20 +18 +10 +2 +0 Report/ Brands on Twitter/2012 STOPPED FEWER USING USING Web Interface HootSuite TweetDeck Other Web Interface HootSuite TweetDeck Other 14 Book a demo with us brandwatch.com/demo
  • 15. Brands on Twitter /2012 Brand Twitter Activity/ cont... Off the shelf tools are the most common “other” tool, very few brands use custom tools Twitterfeed and tweeting buttons remain fairly popular for brands as well as individuals Brands are using mobile devices 55% to publish tweets, with community Off the Shelf Tool managers tweeting from outside the 14% 11% Report/ Brands on Twitter/2012 Mobile e.g. “Twitter for iPhone” 11% Auto Tweet e.g. “Tweet this button” 9% Unknown 15 Book a demo with us brandwatch.com/demo
  • 16. Brands on Twitter /2012 Brand Twitter Activity/ cont... Of the clients that Radian6 lists on its website, only 5 (of 65) actually use Radian6 to tweet tool for engagement much, mainly focusing on other features of the app and relying on other platforms for Twitter engagement 8% 92% Use Something Else Report/ Brands on Twitter/2012 16 Book a demo with us brandwatch.com/demo
  • 17. Brands on Twitter /2012 Twitter Platforms/ Radian6 clients that do not use Radian6 use Hootsuite and Tweetdeck are most other tools popular alternative tools, alongside and Spredfast 15 This broadly mirrors the split for brands in general 12 9 TOTAL Report/ Brands on Twitter/2012 3 0 k ce te ec s) ui rfa ol tD ts to te oo ee In (9 H Tw eb er th W O 17 Book a demo with us brandwatch.com/demo
  • 18. Brandwatch Report Brands on Twitter /2012 Thank you / We hope this report into how brands are using Twitter has been of interest. We work with clients across a wide range of industries and with different needs and present them not only with insightful studies such as this, but also with the means to conduct their own reports. Even the very tip of the iceberg isn’t visible in this report with regard to the data and insight that Brandwatch can provide, and we’d love to show you the other things we can do. /about Brandwatch /info Report/ Brands on Twitter/2012 Brandwatch is one of the world’s leading providers of social media monitoring and For more information on how analysis. More than 500 global brands and agencies use Brandwatch solutions, Brandwatch can improve your business or to schedule a demo, we provide to monitor online conversations around their brand interests, glean visit Brandwatch.com/demo. business insights through deep data analysis, conduct market research, predict market trends, and engage with customers and prospects. US: 1 212 229 2240 UK: +44 (0) 1273 234 290 Germany: +49 (0) 711 912 44 159 18 Book a demo with us brandwatch.com/demo