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Global Twitter Communication Analysis

30 January - 5 February 2013

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Table of ContentsIntroduction

Executive Summary

Background Analysis

1. Most Recent Tweet2. Department Breakdown

3. Hierarchy Levels

4. Top Countries

Network Analysis

1. Total Followers2. Most Recent Tweet

3. Top Companies

4. Top Positions

5. Top Countries

6. Audience Distribution - Following7. Audience Distribution - Followers

8. Top Followers by Audience

Activity Analysis

1. Tweet Types

2. Influence By Hierarchy3. Influence By Department

4. Most Influential Employees

5. Shares

6. Employee Reach

7. EngagementContact

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Introduction

� We analyzed the worldwide Twitter communication of Cisco’s employees, for the period 30 January - 5 February 2013

� A total of 1866 accounts were analyzed

� We focused on employees that specifically mentioned in their Twitter description that they worked for Cisco

� The report is composed of three sections:I. Background Analysis - deals with understanding the employees

(positions, countries, etc.) II. Network Analysis - focuses on understanding who Cisco’s

employees are following and who follows themIII.Activity Analysis - deals with employee activity, how influential

they are, how their company-related messages are reaching the audience in terms of reach and engagement

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Executive Summary

� The top 3 countries are: USA (796 accounts), United Kingdom (179), and India (59)

� Influence (measured by Klout) is not significantly affected by department or level

� The total audience of employees is 10 times larger than the one of corporate accounts

� The audience of the accounts followed by Cisco employees is significantly larger than the audience of the accounts that follow Cisco employees

� Only 1 in 15 tweets from employees, and 1 in 2 tweets from corporate accounts, contain a URL about Cisco

� The employee tweets containing company URLs reach 2.3 times more accounts than the tweets coming from corporate, but the engagement for corporate is about 28% larger than for employees

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I. Background Analysis

� This section analyzes the background of Cisco’s employees that have a Twitter presence

� It displays the following information:

� Most Recent Tweet

� Department Breakdown

� Hierarchy Levels

� Top Countries

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I.1. Most Recent Tweet*

Protected Accounts

Inactive

1 year+

Last Year

Last Month

Last Week

Yesterday

0 250 500

269

373

248

476

192

81

209� 18% of employees active

in the past 24h

� 34% active in the past

week

� 4% inactive accounts

*Data couldn’t be obtained for 18 accounts due to 3’rd party constraints

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HR1%

Sales10%

Marketing16%

Technical35%

Other38%

*The “other” category includes employees that didn’t belong to any department or didn’t have a specific position

I.2. Department Breakdown

� Top 3 departments:

� Technical (655)

� Marketing (293)

� Sales (189)

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Top Management2.4%

Other77.8%

Middle Management19.8%

I.3. Hierarchy Levels

� 77%, or 1451 accounts,

don’t have a management

position

� 45 accounts represent top

management

� 370 accounts represent

middle management

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� 1439* accounts from 47

countries were analyzed

� 65% of employees

belonged to the top 10

countries

United States

UK

India

Canada

Australia

Netherlands

Mexico

France

Brazil

Spain

0 200 400 600 800

15

15

16

23

28

41

46

59

179

796

I.4. Top 10 Countries

*Out of the 1866 accounts analyzed, only 1439 had specified an identifiable location

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II. Network Analysis

� This chapter focuses on understanding who Cisco’s employees are following on Twitter (Following) and who follows them (Followers)

� It displays the following information about their network:� Total Followers

� Most Recent Tweet� Top Companies

� Top Positions

� Top Countries� Audience Distribution - Following

� Audience Distribution - Followers� Top Followers by Audience

*Followers for the account @padmasree were excluded for all the slides in this section, except II.1

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II.1. Total Followers*

� Employees have 10 times

more followers than

corporate accounts

� Only 2% of the employee

audience overlaps with

the corporate one

0

500,000

1,000,000

1,500,000

2,000,000

Corporate Employees Overlap

32,338

1,646,807

154,867

Num

ber o

f fol

low

ers

*The data represents unique followers. If an account follows more than one employee, it is only counted once.

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II.2. Most Recent Tweet

Last Week

Last Month

Last Year

1 Year +

Inactive

Protected

0 40,000 80,000

13,485

16,078

29,226

48,544

43,366

74,617

Followers

Last Week

Last Month

Last Year

1 Year +

Inactive

Protected

0 50,000 100,000

6,733

6,052

16,131

30,650

43,521

94,743

Following

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II.3. Top Companies

Microsoft

VMWare

Apple

HP

EMC

Dell

NetApp

Citrix Systems

BSkyB

Samsung

0 225 450 675 900

55

59

170

192

265

350

396

460

788

864

Followers

Microsoft

VMWare

Apple

HP

EMC

Dell

Citrix Systems

NetApp

BSkyB

Samsung

0 250 500 750 1,000

73

124

162

170

254

339

374

541

811

994

Following

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II.4. Top Positions

Marketing

Social Media

Founder

PR

Sales

Speaker

Consultant

Marketer

Director

Developer

0 2,000 4,000 6,000 8,000

1,375

1,386

1,464

1,514

1,664

1,764

2,160

3,520

6,299

7,568

Followers

Marketing

Social Media

Founder

PR

Speaker

Director

Consultant

Developer

Editor

Sales

0 1,500 3,000 4,500 6,000

1,178

1,245

1,400

1,407

1,691

1,719

1,750

4,106

4,760

5,534

Following

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II.5. Top Countries

USA

UK

Canada

India

Australia

Brazil

Netherlands

France

Spain

Germany

0 12,500 25,000

1,433

1,443

1,640

1,880

3,052

4,188

4,250

7,410

13,882

76,860

Followers

USA

UK

Canada

Australia

India

Netherlands

Spain

France

Germany

Brazil

0 12,500 25,000

1,548

1,647

1,976

2,024

2,312

2,983

3,578

5,176

14,801

75,145

Following

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II.6. Audience Distribution - Following

0

10000

20000

30000

40000

50000

0-100 201-400 601-800 1001-5000 10000+

42,207

15,023

45,195

6,9248,902

11,912

18,01914,275

35,373

Audience Distribution (Following)

Num

ber o

f Acc

ount

s

Number of Followers

� Most accounts that

are followed by

Cisco employees

have either

between

1,000-5,000

followers, or more

than 10,000

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II.7. Audience Distribution - Followers

0

16000

32000

48000

64000

80000

0-100 201-400 601-800 1001-5000 10000+

18,323

8,960

35,408

7,91211,140

16,375

27,10223,237

76,859

Audience Distribution (Followers)

Num

ber o

f Acc

ount

s

Number of Followers

� Most accounts which

follow Cisco

employees either have

between 0-100

followers or between

1,000-5,000

� Followers have smaller

audiences than

accounts followed by

Cisco employees

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II.8. Top Followers by AudienceAccount Followed Employee Followers Following Ratio**

1. @janemarielynch @linda_beaton 1,034,179 126 8,207

2. @slapcompany @carlosdominguez 93,931 18 5,218

3. @verizonwireless @joelbarrett 804,224 155 5,188

4. @ubersoc @chanc 9,193,224 2,351 3,910

5. @gigaom @lewtucker 109,263 58 1,883

6. @om* @lcooney 1,327,848 1,065 1,246

7. @mashable* @deanna24 3,124,643 2,613 1,195

8. @heiney* @katidahm 184,782 164 1,126

9. @belalfadl @chrisangulo1 771,368 693 1,113

10. @skollworldforum @rjenbarr 425,487 451 943

*These accounts follow more than 1 employee**Ratio represents an account’s number of followers divided by the number of accounts it is following

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III. Activity Analysis

� This chapter focuses on understanding the employees’ activity on Twitter and on measuring the reach and engagement for tweets about the company

� It contains the following analyses:

1. Tweet Types2. Influence by Hierarchy

3. Influence by Department4. Most Influential Employees

5. Shares6. Employee Reach

7. Employee Engagement

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III.1. Tweet Types

Mention14%

Personal16%

Retweet21%

URLs22%

Reply27%

� Employees are mostly

replying (2220) or sharing

URLs (1807)

� There are 1323 tweets

that just mention others

(Mention)

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III.2. Influence* by Hierarchy

� Regardless of seniority,

most employees

influence levels in the

11-20 range

� Most employees with

Klout >50 don’t have a

management position0

160

320

480

640

800

N/A 1-10 11-20 21-30 31-40 41-50 51-60 60+

Twitt

er A

ccou

nts

Klout Influence Level

*Klout (www.klout.com) was used to measure employee influence

Other Middle Management Top Management

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III.3. Influence* by Department

0

160

320

480

640

800

N/A 1-10 11-20 21-30 31-40 41-50 51-60 60+

Twitt

er A

ccou

nts

Klout Influence Level

Other Technical Marketing Sales HR

� The department

doesn’t have a

significant effect on

influence

� Top influencers belong

to Technical and

Marketing departments

*Klout (www.klout.com) was used to measure employee influence

www.socialook.net *Klout (www.klout.com) was used to measure employee influence

III.4. Most Influential* EmployeesTwitter Handle Influence Score

1. @padmasree

2. @commsninja

3. @albertqian

4. @timwasher

5. @susiewee

6. @lasandrabrill

7. @carlosdominguez

8. @urnhart

9. @michelleragusa

10. @slovoman

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III.5. Shares

� Employees share 10 times more

tweets and 6 times more URLs

than corporate accounts

� Employees share 29% more URLs

about the company* than

corporate accounts

� 1 in every 16 tweets shared by

employees contains a link about

the company, while for corporate,

every second tweet does

0

2,250

4,500

6,750

9,000

Corporate Employee

507393

3239

551

8012

789N

umbe

r of T

wee

ts

Total Tweets URL Shares Company specific URLs

*Defined as URLs that point to cisco.com or contain the keyword ‘cisco’

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III.6. Employee Reach*

*Reach is calculated only for tweets that contain URLs about the company or the hashtags #cisco, #cleur, #ciscosupport and measures the potential number of people that the respective messages are reaching**The ‘Other’ category represents people from outside the company that are spreading company related URLs

0

1,250,000

2,500,000

3,750,000

5,000,000

Corporate Employees Other

1,441,855

4,559,733

1,941,395

1,363,1561,450,081

59,978

Rea

ch L

evel

s

Hashtags URLs

� Employee accounts URL

reach is 2 times bigger

than that of corporate

� The reach of hashtags

about the company

shared by employee

accounts is 24 times

that of corporate

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III.7. Employee Engagement*

0

100

200

300

400

Corporate Employees Other

312

6895

202

124

Engagement Analysis

Enga

gem

ent

Hashtags URLs

� Employees generate 3 times more

engagement for hashtags but 39% less

engagement for URLs than corporate

accounts

� The engagement/tweet/follower

generated by the hashtags shared by

employees is 7x less than corporate

and 14x less than other accounts

� URL engagement/tweet/follower for

employees is 5x less than corporate,

and 21x less than other accounts

*Engagement represents the way an audience interacts with a tweet and is calculated by counting its retweets

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Contact

• For questions, get in touch with Horatiu Mocian (horatiu@socialook.net, @horatiumocian)

• This report was created by SociaLook. For more information, please visit www.socialook.net