SlideShare una empresa de Scribd logo
1 de 18
Descargar para leer sin conexión
Measuring




John Fell & Richard Dalke
@FreshNetworks




                            www.freshnetworks.com
Measuring Twitter....
What information can I return
From the Twitter API?




                                www.freshnetworks.com
Data on Twitter
 User data: Users are at the centre of everything on Twitter: they follow,
 favourite, tweet and re-tweet.

 Friend & Follower data: Users follow each other through both
 one-way and mutual following relationships on Twitter.

 Tweet data: Tweets are the atomic building blocks of Twitter; 140 -
 character status updates with additional associated metadata. People
 tweet for a variety of reasons about a multitude of topics.

 Places & GeoUser data: Attach a place or location to tweets, or
 discover the location of tweets from all around the world.




                                                               www.freshnetworks.com
User data
Use the Twitter API to find out:
| User ID | Screename | Username | Favourites | Account restrictions | Biography | Picture | URL | Location



                                         Return user data
                                         information for up to 100
                                                                                           123213213
                                         users, specified by either
                                         user ID, screen name, or a
                                                                                                        123213213
                                         combination of the two.              123213213



                                                                                            123213213




Access the profile                                                Run a search for users, similar
image in various sizes.                                           to the ‘Find People’ button on
                                                                  Twitter.com.


   If you return extended user data information for a given user through the API,
  (specified by ID) the author's most recent status (tweet) will be returned inline.
                                                                                          www.freshnetworks.com
Friend and follower data
Use the Twitter API to find out:
Followers | Following | IF following | IF not following | Relationship to | Multiple relationships to


      IDs for every user                                                   IDs for every user the
     following the specified user.               Allows you to            specified user is following.
                                                   test for the
                                                  existence of
                                                friendship and
                                                 details about
                                               the relationship
                                                 between two
                                                     users.

   If you send 100 screen names or
   user IDs in a csv file to the Twitter
   API it will tell you the relationship to
   the authenticated user (ie, follower,
   following, no relationship).

                                                                                              www.freshnetworks.com
Tweet data
User the Twitter API to find out:
Tweet ID | Tweet content | Tweet creation date | ID of original tweet | Screen name & ID of original author



            Show user ids for up to 100 users
            who retweeted a status.
                                                         123213213      123213213   123213213   123213213




    Search up to 100 of the
    first retweets for a                                    A single status, specified by the id
    given tweet.                                            parameter, will return the author’s most
                                                            recent status (tweet) inline.




                                                                                     123213213

                                                                                            www.freshnetworks.com
Places and GEOuser data
Use the Twitter API to find out:
Selected Language | Tweet coordinates | Type of place | Place name | Country |




                                  Return information about a known
                                  place or location.

                                                                                 Search for trends via
                                                                                 place names.




      Search for
      tweets near a
      place.



                                                                                    www.freshnetworks.com
Limitations of the API
• Twitter only stores 6-9 days worth of tweets so historical search is
  limited.

• A very small percentage of tweets are accurately geo-coded,
  (estimation is about 1%).

• 150 unauthenticated (when not signed in) data request calls are
  permitted per hour to the API. 350 authenticated calls (when signed
  in) are permitted per hour.

• A search can only return 1500 results at a time.

NB: Most free tools that can be used to measure Twitter can access all
or parts of this data but usually fall victim to the API limitations


                                                            www.freshnetworks.com
Measuring Twitter....
Which measurements are
important?




                         www.freshnetworks.com
Measuring Twitter - Impressions
                    • The aggregated number of followers that
                      have been exposed to a brand/message.
A   B   C   D   E
                    • This is a top line measurement which does
                      not take into account individuals seeing
                      multiple messages.

                    • The danger of this metric is that it does not
        X             highlight if a message has spread across a
                      narrow or wide audience.


                       Impressions = 5



                                                 www.freshnetworks.com
Measuring Twitter - Reach
         C
             • The total number of unique users exposed
               to a message/brand.
         D
A
             • If an individual sees a company message
         E
               twice from different sources, the reach
         F
               figure is still only one.
 B
         G
                Impressions = 8
         H      Reach = 6




                                       www.freshnetworks.com
Measuring Twitter - Frequency
          D

              • The number of times each unique user
          E
                reached is exposed to a message.
  A
          F
              • Frequency is important as it increases the
          G     likelihood of message retention by a user.
  B
          H

                 Impressions = 12
          I
  C
                 Reach = 8
          J      Frequency = 1.5
          K




                                         www.freshnetworks.com
Measuring Twitter - Relevance

                       • Whilst it is great to reach a high
                         number of people, if the message is of
                         no interest to them, it will not resonate.

                       • It is therefore essential to reach the
     Target specific
     demographics        right people with the appropriate
                         message – be relevant.

                       • Measure reach to specific
                         demographics and then, if necessary,
                         re-target your campaign.




                                                    www.freshnetworks.com
Some initial tools to consider

Tweet Reach - http://tweetreach.com/
Useful tool with a simple user interface. Provides reach and impression data.

Twitter Analyser - http://www.twitteranalyzer.com/
For reviewing Twitter accounts. Can show reach, follower growth, follower
activity and more.

Tweet Grader - http://tweet.grader.com/
Find out specifics about people you intend to target and how the site ‘grades’
them.

Twitalyzer - http://twitalyzer.com
Useful for comparing tweets. Could be used for industry benchmarking.




                                                               www.freshnetworks.com
ROI
While you may have a high number of ‘followers’ on Twitter, it is important to
clearly demonstrate your Return On Investment (ROI) in measures that are
comparable to other marketing disciplines.

www.jenders.com/blog/2011/04/25/calculate-social-media-roi-through-
impressions/




                                                              www.freshnetworks.com
Sources
http://datasift.net/a/wp-content/themes/datasift/images/tweet_diagram.pdf

https://dev.twitter.com

http://conversation.cipr.co.uk/posts/jon.carlson/deconstructing-twitter-
analytics-for-reach-and-impressions

http://www.jenders.com/blog/2011/04/25/calculate-social-media-roi-
through-impressions/
© Copyright FreshNetworks 2011
About us
FreshNetworks is a pure-play        John Fell – Account
social media agency.                Manager

We help global brands, like         john.fell@freshnetworks.com
Telefónica, Allianz and Jimmy
Choo, engage customers,
develop advocacy and drive
sales.

Our strategies blend creative
                                    Richard Dalke – Account
concepts with technical
                                    Manager
deployment, and the metrics,
framework and key performance       richard.dalke@freshnetworks.com
indicators we set help businesses
get measurable value from social
media.

Más contenido relacionado

Similar a How to measure Twitter

Development of Twitter Application #5 - Users
Development of Twitter Application #5 - UsersDevelopment of Twitter Application #5 - Users
Development of Twitter Application #5 - UsersMyungjin Lee
 
Introduction to the Responsible Use of Social Media Monitoring and SOCMINT Tools
Introduction to the Responsible Use of Social Media Monitoring and SOCMINT ToolsIntroduction to the Responsible Use of Social Media Monitoring and SOCMINT Tools
Introduction to the Responsible Use of Social Media Monitoring and SOCMINT ToolsMike Kujawski
 
SRS Of Social Networking
SRS Of Social NetworkingSRS Of Social Networking
SRS Of Social Networkingmaaano786
 
Development of Twitter Application #2 - Twitter for Websites
Development of Twitter Application #2 - Twitter for WebsitesDevelopment of Twitter Application #2 - Twitter for Websites
Development of Twitter Application #2 - Twitter for WebsitesMyungjin Lee
 
Leveraging Twitter for Business
Leveraging Twitter for BusinessLeveraging Twitter for Business
Leveraging Twitter for BusinessRichard Brasser
 
Studying user footprints in different online social networks
Studying user footprints in different online social networksStudying user footprints in different online social networks
Studying user footprints in different online social networksIIIT Hyderabad
 
iPhoneアプリのTwitter連携
iPhoneアプリのTwitter連携iPhoneアプリのTwitter連携
iPhoneアプリのTwitter連携So Matsuda
 
Credibility Ranking of Tweets during High Impact Events
Credibility Ranking of Tweets during High Impact EventsCredibility Ranking of Tweets during High Impact Events
Credibility Ranking of Tweets during High Impact EventsIIIT Hyderabad
 
What Sets Verified Users apart? Insights Into, Analysis of and Prediction of ...
What Sets Verified Users apart? Insights Into, Analysis of and Prediction of ...What Sets Verified Users apart? Insights Into, Analysis of and Prediction of ...
What Sets Verified Users apart? Insights Into, Analysis of and Prediction of ...IIIT Hyderabad
 
Brave New Task: User Account Matching
Brave New Task: User Account MatchingBrave New Task: User Account Matching
Brave New Task: User Account MatchingMediaEval2012
 
Sas web 2010 lora-aroyo
Sas web 2010 lora-aroyoSas web 2010 lora-aroyo
Sas web 2010 lora-aroyoLora Aroyo
 
Privacy and Security on Online Social Media: Workshop on Data Analytics & Its...
Privacy and Security on Online Social Media: Workshop on Data Analytics & Its...Privacy and Security on Online Social Media: Workshop on Data Analytics & Its...
Privacy and Security on Online Social Media: Workshop on Data Analytics & Its...IIIT Hyderabad
 
PeopleBrowsr Platform - Monitoring What's Hot
PeopleBrowsr Platform - Monitoring What's HotPeopleBrowsr Platform - Monitoring What's Hot
PeopleBrowsr Platform - Monitoring What's HotPeopleBrowsr
 
TweetCred: Real-Time Credibility Assessment of 
 Content on Twitter @ Socinfo...
TweetCred: Real-Time Credibility Assessment of 
 Content on Twitter @ Socinfo...TweetCred: Real-Time Credibility Assessment of 
 Content on Twitter @ Socinfo...
TweetCred: Real-Time Credibility Assessment of 
 Content on Twitter @ Socinfo...IIIT Hyderabad
 
Inferring social media user attributes using language and network information
Inferring social media user attributes using language and network informationInferring social media user attributes using language and network information
Inferring social media user attributes using language and network informationNikolaos Aletras
 
Social Information & Browsing March 6
Social Information & Browsing   March 6Social Information & Browsing   March 6
Social Information & Browsing March 6sritikumar
 

Similar a How to measure Twitter (20)

Development of Twitter Application #5 - Users
Development of Twitter Application #5 - UsersDevelopment of Twitter Application #5 - Users
Development of Twitter Application #5 - Users
 
Introduction to the Responsible Use of Social Media Monitoring and SOCMINT Tools
Introduction to the Responsible Use of Social Media Monitoring and SOCMINT ToolsIntroduction to the Responsible Use of Social Media Monitoring and SOCMINT Tools
Introduction to the Responsible Use of Social Media Monitoring and SOCMINT Tools
 
what is-twitter
what is-twitterwhat is-twitter
what is-twitter
 
SRS Of Social Networking
SRS Of Social NetworkingSRS Of Social Networking
SRS Of Social Networking
 
Development of Twitter Application #2 - Twitter for Websites
Development of Twitter Application #2 - Twitter for WebsitesDevelopment of Twitter Application #2 - Twitter for Websites
Development of Twitter Application #2 - Twitter for Websites
 
Who gives a tweet
Who gives a tweetWho gives a tweet
Who gives a tweet
 
Leveraging Twitter for Business
Leveraging Twitter for BusinessLeveraging Twitter for Business
Leveraging Twitter for Business
 
Studying user footprints in different online social networks
Studying user footprints in different online social networksStudying user footprints in different online social networks
Studying user footprints in different online social networks
 
iPhoneアプリのTwitter連携
iPhoneアプリのTwitter連携iPhoneアプリのTwitter連携
iPhoneアプリのTwitter連携
 
Credibility Ranking of Tweets during High Impact Events
Credibility Ranking of Tweets during High Impact EventsCredibility Ranking of Tweets during High Impact Events
Credibility Ranking of Tweets during High Impact Events
 
What Sets Verified Users apart? Insights Into, Analysis of and Prediction of ...
What Sets Verified Users apart? Insights Into, Analysis of and Prediction of ...What Sets Verified Users apart? Insights Into, Analysis of and Prediction of ...
What Sets Verified Users apart? Insights Into, Analysis of and Prediction of ...
 
Brave New Task: User Account Matching
Brave New Task: User Account MatchingBrave New Task: User Account Matching
Brave New Task: User Account Matching
 
Sas web 2010 lora-aroyo
Sas web 2010 lora-aroyoSas web 2010 lora-aroyo
Sas web 2010 lora-aroyo
 
Privacy and Security on Online Social Media: Workshop on Data Analytics & Its...
Privacy and Security on Online Social Media: Workshop on Data Analytics & Its...Privacy and Security on Online Social Media: Workshop on Data Analytics & Its...
Privacy and Security on Online Social Media: Workshop on Data Analytics & Its...
 
Imc102 tiago
Imc102 tiagoImc102 tiago
Imc102 tiago
 
PeopleBrowsr Platform - Monitoring What's Hot
PeopleBrowsr Platform - Monitoring What's HotPeopleBrowsr Platform - Monitoring What's Hot
PeopleBrowsr Platform - Monitoring What's Hot
 
TweetCred: Real-Time Credibility Assessment of 
 Content on Twitter @ Socinfo...
TweetCred: Real-Time Credibility Assessment of 
 Content on Twitter @ Socinfo...TweetCred: Real-Time Credibility Assessment of 
 Content on Twitter @ Socinfo...
TweetCred: Real-Time Credibility Assessment of 
 Content on Twitter @ Socinfo...
 
Inferring social media user attributes using language and network information
Inferring social media user attributes using language and network informationInferring social media user attributes using language and network information
Inferring social media user attributes using language and network information
 
Social Information & Browsing March 6
Social Information & Browsing   March 6Social Information & Browsing   March 6
Social Information & Browsing March 6
 
Coalmine spie 2012 presentation - jsw -d3
Coalmine   spie 2012 presentation - jsw -d3Coalmine   spie 2012 presentation - jsw -d3
Coalmine spie 2012 presentation - jsw -d3
 

Más de Triptease

Chinese pinterest sites
Chinese pinterest sitesChinese pinterest sites
Chinese pinterest sitesTriptease
 
Engaging with people in social media
Engaging with people in social mediaEngaging with people in social media
Engaging with people in social mediaTriptease
 
Creating an account on Sina Weibo
Creating an account on Sina WeiboCreating an account on Sina Weibo
Creating an account on Sina WeiboTriptease
 
Photosharing apps
Photosharing appsPhotosharing apps
Photosharing appsTriptease
 
LinkedIn Slideshare
LinkedIn SlideshareLinkedIn Slideshare
LinkedIn SlideshareTriptease
 
Topshop - Wish You Were At Topshop
Topshop - Wish You Were At TopshopTopshop - Wish You Were At Topshop
Topshop - Wish You Were At TopshopTriptease
 
Social media case study: Virgin Media
Social media case study: Virgin MediaSocial media case study: Virgin Media
Social media case study: Virgin MediaTriptease
 
Social media case study: RBS Insurance (Devitt)
Social media case study: RBS Insurance (Devitt)Social media case study: RBS Insurance (Devitt)
Social media case study: RBS Insurance (Devitt)Triptease
 
B2B social media case study: RS Components
B2B social media case study: RS ComponentsB2B social media case study: RS Components
B2B social media case study: RS ComponentsTriptease
 
Social media case study: Telefónica
Social media case study: TelefónicaSocial media case study: Telefónica
Social media case study: TelefónicaTriptease
 
Social media case study: 3M
Social media case study: 3MSocial media case study: 3M
Social media case study: 3MTriptease
 
Social media case study: LV= (Liverpool Victoria)
Social media case study: LV= (Liverpool Victoria)Social media case study: LV= (Liverpool Victoria)
Social media case study: LV= (Liverpool Victoria)Triptease
 
Social media case study: MCIA
Social media case study: MCIASocial media case study: MCIA
Social media case study: MCIATriptease
 
Social media case study: Vets Now
Social media case study: Vets NowSocial media case study: Vets Now
Social media case study: Vets NowTriptease
 
Social media case study: Vitabiotics
Social media case study: VitabioticsSocial media case study: Vitabiotics
Social media case study: VitabioticsTriptease
 
Social media case study: TM Lewin
Social media case study: TM LewinSocial media case study: TM Lewin
Social media case study: TM LewinTriptease
 
Social media case study: Butlins
Social media case study: ButlinsSocial media case study: Butlins
Social media case study: ButlinsTriptease
 
Social media case study: Jimmy Choo
Social media case study: Jimmy ChooSocial media case study: Jimmy Choo
Social media case study: Jimmy ChooTriptease
 
Social media and customer service - some examples
Social media and customer service - some examplesSocial media and customer service - some examples
Social media and customer service - some examplesTriptease
 

Más de Triptease (20)

Chinese pinterest sites
Chinese pinterest sitesChinese pinterest sites
Chinese pinterest sites
 
Engaging with people in social media
Engaging with people in social mediaEngaging with people in social media
Engaging with people in social media
 
Creating an account on Sina Weibo
Creating an account on Sina WeiboCreating an account on Sina Weibo
Creating an account on Sina Weibo
 
Photosharing apps
Photosharing appsPhotosharing apps
Photosharing apps
 
LinkedIn Slideshare
LinkedIn SlideshareLinkedIn Slideshare
LinkedIn Slideshare
 
Topshop - Wish You Were At Topshop
Topshop - Wish You Were At TopshopTopshop - Wish You Were At Topshop
Topshop - Wish You Were At Topshop
 
3 m
3 m3 m
3 m
 
Social media case study: Virgin Media
Social media case study: Virgin MediaSocial media case study: Virgin Media
Social media case study: Virgin Media
 
Social media case study: RBS Insurance (Devitt)
Social media case study: RBS Insurance (Devitt)Social media case study: RBS Insurance (Devitt)
Social media case study: RBS Insurance (Devitt)
 
B2B social media case study: RS Components
B2B social media case study: RS ComponentsB2B social media case study: RS Components
B2B social media case study: RS Components
 
Social media case study: Telefónica
Social media case study: TelefónicaSocial media case study: Telefónica
Social media case study: Telefónica
 
Social media case study: 3M
Social media case study: 3MSocial media case study: 3M
Social media case study: 3M
 
Social media case study: LV= (Liverpool Victoria)
Social media case study: LV= (Liverpool Victoria)Social media case study: LV= (Liverpool Victoria)
Social media case study: LV= (Liverpool Victoria)
 
Social media case study: MCIA
Social media case study: MCIASocial media case study: MCIA
Social media case study: MCIA
 
Social media case study: Vets Now
Social media case study: Vets NowSocial media case study: Vets Now
Social media case study: Vets Now
 
Social media case study: Vitabiotics
Social media case study: VitabioticsSocial media case study: Vitabiotics
Social media case study: Vitabiotics
 
Social media case study: TM Lewin
Social media case study: TM LewinSocial media case study: TM Lewin
Social media case study: TM Lewin
 
Social media case study: Butlins
Social media case study: ButlinsSocial media case study: Butlins
Social media case study: Butlins
 
Social media case study: Jimmy Choo
Social media case study: Jimmy ChooSocial media case study: Jimmy Choo
Social media case study: Jimmy Choo
 
Social media and customer service - some examples
Social media and customer service - some examplesSocial media and customer service - some examples
Social media and customer service - some examples
 

Último

NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023Steve Rader
 
Live-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry WebinarLive-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry WebinarNathanielSchmuck
 
Intellectual Property Licensing Examples
Intellectual Property Licensing ExamplesIntellectual Property Licensing Examples
Intellectual Property Licensing Examplesamberjiles31
 
Lecture_6.pptx English speaking easyb to
Lecture_6.pptx English speaking easyb toLecture_6.pptx English speaking easyb to
Lecture_6.pptx English speaking easyb toumarfarooquejamali32
 
Cracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptxCracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptxWorkforce Group
 
Slicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup BerlinSlicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup BerlinAnton Skornyakov
 
Introduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptxIntroduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptxJemalSeid25
 
PDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfPDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfHajeJanKamps
 
Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024Winbusinessin
 
Mihir Menda - Member of Supervisory Board at RMZ
Mihir Menda - Member of Supervisory Board at RMZMihir Menda - Member of Supervisory Board at RMZ
Mihir Menda - Member of Supervisory Board at RMZKanakChauhan5
 
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdf
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdfGraham and Doddsville - Issue 1 - Winter 2006 (1).pdf
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdfAnhNguyen97152
 
7movierulz.uk
7movierulz.uk7movierulz.uk
7movierulz.ukaroemirsr
 
Data skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story pointsData skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story pointsyasinnathani
 
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John MeulemansBCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John MeulemansBBPMedia1
 
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptxHELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptxHelene Heckrotte
 
Tata Kelola Bisnis perushaan yang bergerak
Tata Kelola Bisnis perushaan yang bergerakTata Kelola Bisnis perushaan yang bergerak
Tata Kelola Bisnis perushaan yang bergerakEditores1
 
To Create Your Own Wig Online To Create Your Own Wig Online
To Create Your Own Wig Online  To Create Your Own Wig OnlineTo Create Your Own Wig Online  To Create Your Own Wig Online
To Create Your Own Wig Online To Create Your Own Wig Onlinelng ths
 
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...Brian Solis
 
MoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor PresentationMoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor Presentationbaron83
 

Último (20)

NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023
 
Live-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry WebinarLive-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry Webinar
 
Intellectual Property Licensing Examples
Intellectual Property Licensing ExamplesIntellectual Property Licensing Examples
Intellectual Property Licensing Examples
 
Lecture_6.pptx English speaking easyb to
Lecture_6.pptx English speaking easyb toLecture_6.pptx English speaking easyb to
Lecture_6.pptx English speaking easyb to
 
Cracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptxCracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptx
 
Slicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup BerlinSlicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup Berlin
 
Introduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptxIntroduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptx
 
Investment Opportunity for Thailand's Automotive & EV Industries
Investment Opportunity for Thailand's Automotive & EV IndustriesInvestment Opportunity for Thailand's Automotive & EV Industries
Investment Opportunity for Thailand's Automotive & EV Industries
 
PDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfPDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdf
 
Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024
 
Mihir Menda - Member of Supervisory Board at RMZ
Mihir Menda - Member of Supervisory Board at RMZMihir Menda - Member of Supervisory Board at RMZ
Mihir Menda - Member of Supervisory Board at RMZ
 
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdf
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdfGraham and Doddsville - Issue 1 - Winter 2006 (1).pdf
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdf
 
7movierulz.uk
7movierulz.uk7movierulz.uk
7movierulz.uk
 
Data skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story pointsData skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story points
 
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John MeulemansBCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
 
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptxHELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
 
Tata Kelola Bisnis perushaan yang bergerak
Tata Kelola Bisnis perushaan yang bergerakTata Kelola Bisnis perushaan yang bergerak
Tata Kelola Bisnis perushaan yang bergerak
 
To Create Your Own Wig Online To Create Your Own Wig Online
To Create Your Own Wig Online  To Create Your Own Wig OnlineTo Create Your Own Wig Online  To Create Your Own Wig Online
To Create Your Own Wig Online To Create Your Own Wig Online
 
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
 
MoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor PresentationMoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor Presentation
 

How to measure Twitter

  • 1. Measuring John Fell & Richard Dalke @FreshNetworks www.freshnetworks.com
  • 2. Measuring Twitter.... What information can I return From the Twitter API? www.freshnetworks.com
  • 3. Data on Twitter User data: Users are at the centre of everything on Twitter: they follow, favourite, tweet and re-tweet. Friend & Follower data: Users follow each other through both one-way and mutual following relationships on Twitter. Tweet data: Tweets are the atomic building blocks of Twitter; 140 - character status updates with additional associated metadata. People tweet for a variety of reasons about a multitude of topics. Places & GeoUser data: Attach a place or location to tweets, or discover the location of tweets from all around the world. www.freshnetworks.com
  • 4. User data Use the Twitter API to find out: | User ID | Screename | Username | Favourites | Account restrictions | Biography | Picture | URL | Location Return user data information for up to 100 123213213 users, specified by either user ID, screen name, or a 123213213 combination of the two. 123213213 123213213 Access the profile Run a search for users, similar image in various sizes. to the ‘Find People’ button on Twitter.com. If you return extended user data information for a given user through the API, (specified by ID) the author's most recent status (tweet) will be returned inline. www.freshnetworks.com
  • 5. Friend and follower data Use the Twitter API to find out: Followers | Following | IF following | IF not following | Relationship to | Multiple relationships to IDs for every user IDs for every user the following the specified user. Allows you to specified user is following. test for the existence of friendship and details about the relationship between two users. If you send 100 screen names or user IDs in a csv file to the Twitter API it will tell you the relationship to the authenticated user (ie, follower, following, no relationship). www.freshnetworks.com
  • 6. Tweet data User the Twitter API to find out: Tweet ID | Tweet content | Tweet creation date | ID of original tweet | Screen name & ID of original author Show user ids for up to 100 users who retweeted a status. 123213213 123213213 123213213 123213213 Search up to 100 of the first retweets for a A single status, specified by the id given tweet. parameter, will return the author’s most recent status (tweet) inline. 123213213 www.freshnetworks.com
  • 7. Places and GEOuser data Use the Twitter API to find out: Selected Language | Tweet coordinates | Type of place | Place name | Country | Return information about a known place or location. Search for trends via place names. Search for tweets near a place. www.freshnetworks.com
  • 8. Limitations of the API • Twitter only stores 6-9 days worth of tweets so historical search is limited. • A very small percentage of tweets are accurately geo-coded, (estimation is about 1%). • 150 unauthenticated (when not signed in) data request calls are permitted per hour to the API. 350 authenticated calls (when signed in) are permitted per hour. • A search can only return 1500 results at a time. NB: Most free tools that can be used to measure Twitter can access all or parts of this data but usually fall victim to the API limitations www.freshnetworks.com
  • 9. Measuring Twitter.... Which measurements are important? www.freshnetworks.com
  • 10. Measuring Twitter - Impressions • The aggregated number of followers that have been exposed to a brand/message. A B C D E • This is a top line measurement which does not take into account individuals seeing multiple messages. • The danger of this metric is that it does not X highlight if a message has spread across a narrow or wide audience. Impressions = 5 www.freshnetworks.com
  • 11. Measuring Twitter - Reach C • The total number of unique users exposed to a message/brand. D A • If an individual sees a company message E twice from different sources, the reach F figure is still only one. B G Impressions = 8 H Reach = 6 www.freshnetworks.com
  • 12. Measuring Twitter - Frequency D • The number of times each unique user E reached is exposed to a message. A F • Frequency is important as it increases the G likelihood of message retention by a user. B H Impressions = 12 I C Reach = 8 J Frequency = 1.5 K www.freshnetworks.com
  • 13. Measuring Twitter - Relevance • Whilst it is great to reach a high number of people, if the message is of no interest to them, it will not resonate. • It is therefore essential to reach the Target specific demographics right people with the appropriate message – be relevant. • Measure reach to specific demographics and then, if necessary, re-target your campaign. www.freshnetworks.com
  • 14. Some initial tools to consider Tweet Reach - http://tweetreach.com/ Useful tool with a simple user interface. Provides reach and impression data. Twitter Analyser - http://www.twitteranalyzer.com/ For reviewing Twitter accounts. Can show reach, follower growth, follower activity and more. Tweet Grader - http://tweet.grader.com/ Find out specifics about people you intend to target and how the site ‘grades’ them. Twitalyzer - http://twitalyzer.com Useful for comparing tweets. Could be used for industry benchmarking. www.freshnetworks.com
  • 15. ROI While you may have a high number of ‘followers’ on Twitter, it is important to clearly demonstrate your Return On Investment (ROI) in measures that are comparable to other marketing disciplines. www.jenders.com/blog/2011/04/25/calculate-social-media-roi-through- impressions/ www.freshnetworks.com
  • 18. About us FreshNetworks is a pure-play John Fell – Account social media agency. Manager We help global brands, like john.fell@freshnetworks.com Telefónica, Allianz and Jimmy Choo, engage customers, develop advocacy and drive sales. Our strategies blend creative Richard Dalke – Account concepts with technical Manager deployment, and the metrics, framework and key performance richard.dalke@freshnetworks.com indicators we set help businesses get measurable value from social media.