Microsoft Twitter Presence Analysis -
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Transcript of Microsoft Twitter Presence Analysis -
www.socialook.net
Twitter Communication Analysis
19-25 November 2012
www.socialook.net
Executive Summary
� Most Twitter employees are from US, followed by UK, Canada and Australia
� Top managers have the highest influence levels, followed by employees without management positions and respectively, by middle management
� Employees have 6 time less unique followers than corporate accounts, but only 34% of them overlap, increasing the potential reach of the company by 12%
� Employees tweet more than twice as much as corporate accounts, but the latter share 2 times more company-related URLs
� Corporate accounts’ engagement/tweet/follower is 25x less than that generated by employees, and 11x less than what other accounts generate (i.e. those not related to the company)
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Sample Description
• 1414 employee accounts* were analyzed from Twitter
• 189 corporate accounts were also analyzed
• The timeframe covered in this report is 19-25 November 2012
*We only considered employees that specifically mentioned in their bio that they work for Microsoft
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Employee Twitter Accounts Activity* Analysis
� 23% of the employees were active in the last 24h
� 51% in the last week
� 73% active in the past
month
Last 24h
Last Week
Last Month
Last Year
More than 1 year
No Tweets
Protected
0 200 400
45
15
48
215
301
395
330
*For 65 accounts, the data could not be obtained due to 3‘rd party technical constraints
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Employees/Hierarchy Level
� 11% Top managers
� 20% Middle Management
� 69% have no management
position Other69.5%
Middle Management19.9%
Top Management10.6%
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Microsoft Twitter Employees/Department
� 730 Technical
� 213 Marketing
� 35 Sales
� 21 HR
� 10 Retail
� 405 other*
Retail1%
Marketing15%
Sales2%
Other29% HR
1%
Technical52%
*The “other” department consisted of employees that didn’t share a position in their bio or didn’t belong to any of the 5 departments
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Microsoft Twitter Accounts/Country
� 42% of employees are from US
� 7% are from the UK
� 9% are from other
countries (37 countries)
United StatesUK
CanadaAustralia
IndiaNetherlands
FranceGermanySweden
BrazilOther
0 150 300 450 600
1311313151622243140
100588
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Twitter Influence/Hierarchy
� Most of Middle Management
influence levels in the 11 - 20
range
� Most top managers influence
levels in the 41-50 range
� Non-managers influence levels
mostly between 21 and 30 and
most numerous at highest
influence levels
0
70
140
210
280
350
N/A 1-10 11-20 21-30 31-40 41-50 51-60 60+Other Middle ManagementTop Management
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Twitter Influence/Department
� Marketing employees most
influential: average influence
41 - 50
� Most departments have their
influence levels between 11
and 30
0
70
140
210
280
350
N/A 1-10 11-20 21-30 31-40 41-50 51-60 60+
Technical Other Marketing SalesHR Retail
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Employee Activity: Tweet categories
• Employees are mostly
replying to other tweets
• URLs and retweets are
about 38%
Personal16%
URL21%
Mention9% Retweet
17%
Reply37%
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Employee Activity: Shares/Account Type
� Employees share more
than two times more
information than corporate
accounts
� However, employees share
only 56% company-related
information compared to
corporate accounts
0
5,000
10,000
15,000
20,000
Corporate Employee
299530
6468
2591
16241
7854
Total Tweets URL SharesCompany specific URLs
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Employee Followers Distribution
• On average, Microsoft employees
have ~600 followers
• Employee accounts have about 6
times less total followers than
corporate accounts
• However, only 34% of these
followers are present in corporate
accounts
• Therefore, employees are a source
of fresh followers 0
1,000,000
2,000,000
3,000,000
4,000,000
Corporate Employees Overlap
197,556581,031
3,345,031
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Employee Reach* Analysis
• Company related messages shared by
employee accounts are reaching 107 times
less people than the corporate accounts
• Company related messages shared by
people outside the company reach 8 times
less people than that of corporate
accounts
• The difference can be explained by:
• Very low number of company specific
URL shares by employees
• Employees have smaller audiences
than corporate accounts 0
7,500,000
15,000,000
22,500,000
30,000,000
Corporate Employees Other
3,032,803
226,909
24,437,813
*Reach is calculated only for company specific URLs. Reach measures the potential number of people that the company’s messages are reaching
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Employee Engagement
• Corporate accounts generate less than
half the total engagement for company-
related messages
• Employees create 9% of the total
engagement
• Microsoft employees generate 25x more
engagement/tweet/follower than
corporate accounts
• Accounts from outside the company
generate 11x more engagement/tweet/
follower than corporate accounts
Other53%
Employees9%
Corporate38%
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Contact
� For details, get in touch with Horatiu Mocian ([email protected], @horatiumocian)
� An online version of the report can be found here: http://bit.ly/VasiI6