Social Media Insights for Decision Makers !"#$%& ()*$% +,-$./0-1 2"3 4$.$0%& (%56)0)5- 7,.%.) ", 83$9)5 : -;)#$%& 5);"50 "#%0)*E Our digital marketers sample comes from North America - primarily the U.S. LeadtailSocial Media Insights for Decision Makers 6Based on the location provided in the Twitter profile.2"3 4" 8/)B 4)-#5$?) 8/)=-)&F)-E The way these marketing professionals describe themselves on Twitter reveals keywords that can help you reach and engage them across the Social Web. LeadtailSocial Media Insights for Decision Makers7Based on keywords used in the Twitter profile.D/%0 4" 8/)B 8%&6 :?"A0E 8LeadtailSocial Media Insights for Decision Makers Hashtags reveal the topics and events, big and small, national and local, that captured the attention of these marketing professionals during the report period.D/$#/ !"#$%& G)03"56- :5) 8/)B :#@F) H,E 9LeadtailSocial Media Insights for Decision Makers 1% 1% 1% 2% 2% 2% 4% 5% 6% 6% 9% 25% 27% 34% 52% 100% Pandora Untappd Quora Yelp Path Triberr Facebook Tumblr Pinterest GetGlue Spotify LinkedIn Vine foursquare Instagram Twitter In addition to Twitter, digital marketing pros are active on a number of other social networks, many of which cross post content to Twitter. The most popular networks with digital marketers are dominated by media-centric platforms like Instagram, Vine, Spotify, GetGlue,Pinterest, and Tumblr. % of Digital Marketers that shared between this network + Twitter during the report period.2"3 4" 4$.$0%& (%56)0)5- 7,.%.) 3$0/ I",0),0 ", 83$9)5E LeadtailSocial Media Insights for Decision Makers10 LeadtailSocial Media Insights for Decision Makers11 3% 3% 4% 4% 4% 4% 5% 5% 6% 11% 20% 25% 29% 77% 81% Vizify feedly Google Facebook Pinterest Paper.li Tumblr Twitter for Mac Spotify Buffer TweetDeck LinkedIn HootSuite Tweet Button Twitter.com Website % of Digital Marketers that published at least 1 tweet from this platform during the report period. D/%0 :;;- J K&%L"5=- 45$F) 83$9)5 !/%5$,.E The vast majority of our digital marketers use Twitters web interface and the distributed Tweet button, and more than 1 in 5 use social media management tools like Hootsuite and Tweetdeck. D/$#/ :;;- J K&%L"5=- 45$F) ("?$&) 83$9)5 !/%5$,.E LeadtailSocial Media Insights for Decision Makers With built-in social sharing provided as part of the operating system, its no surprise that iOS apps arethe most popular way for digital marketers to share content to Twitter when on the go. 12 3% 4% 6% 10% 10% 11% 12% 14% 15% 15% 25% 30% 32% 52% 66% Echofon Tweetbot for iOS GetGlue.com Twitter Mobile Web Photos on iOS Flipboard Camera on iOS Twitter for Android Safari on iOS iOS Vine Twitter for iPad foursquare Instagram Twitter for iPhone % of Digital Marketers that published at least 1 tweet from this platform during the report period. D/%0 8B;)- "< I",0),0 4" 8/)B !/%5)E 13LeadtailSocial Media Insights for Decision Makers Social Media 17% Industry Media 35% Mainstream Media 45% Tools (e.g. Feedly) 1% eCommerce (e.g. Amazon, iTunes) 2% Mainstream media sites are the most common type of content shared by digital marketers. The majority of mainstream media content shared is news, business, and strategy focused typically covering broad issues and trends. Industry media plays an important role in defining the conversations digital marketing professionals have with each other, their internal teams, and ultimately clients and customers. Many of these publications feature submissions from marketing thought leaders and experts, and have robust email and social media distribution that keeps their content in front of this audience every day. The social/user generated media category for digital marketing professionals includes everything from insightful slideshows on content curation, to cheering on our favorite sports teams and passing on breaking news. The chart to the right shows the breakdown of shared content by type.% of 100 Most Popular Shared Content Sources 11.CNET News 12.Guardian UK 13.Washington Post 14.USA Today 15.The Atlantic 16.Gizmodo 17.NPR 18.Fast Co Create 19.Entrepreneur 20.Google 21.WSJ Blogs 22.Businessweek 23.CNN Money 24.Fast Co Design 25.Gawker Following are the Top 25 Mainstream Media Content Sources shared by digital marketers during the report period, based on the number of unique marketers that shared each source. LeadtailSocial Media Insights for Decision Makers D/%0 :5) 0/) ("-0 !/%5)* (%$,-05)%= !"A5#)-E 14 1.Forbes 2.Huffington Post 3.New York Times 4.BuzzFeed 5.Fast Company 6.Wall St. Journal 7.HBR Blogs 8.Wired 9.Inc. 10.CNN 11.The Verge 12.Digiday 13.Read Write Web 14.Hubspot Blog 15.Search Engine Land 16.Marketing Land 17.BizJournals 18.GigaOM 19.Mediabistro 20.PR Daily 21.Social Media Examiner 22.Marketing Profs 23.AllFacebook 24.eMarketer 25.Search Engine Watch Following are the Top 25 Industry Media Content Sources shared by digital marketers during the report period, based on the number of unique marketers that shared each source. LeadtailSocial Media Insights for Decision Makers D/%0 :5) 0/) ("-0 !/%5)* +,*A-05B !"A5#)-E 15 1.Mashable 2.TechCrunch 3.Business Insider 4.Advertising Age 5.Ad Week 6.All Things D 7.VentureBeat 8.Social Media Today 9.The Next Web 10.MediaPost 11.Paper.li 12.Vimeo 13.Spotify 14.Kickstarter 15.Soundcloud Following are the Top 15 Social Media Content Sources shared by digital marketers during thereport period, based on the number of unique marketers that shared each source. LeadtailSocial Media Insights for Decision Makers D/%0 :5) 0/) ("-0 !/%5)* !"#$%& !"A5#)-E 16 1.YouTube 2.Instagram 3.Foursquare 4.Vine 5.LinkedIn 6.Facebook 7.Twitter (Photos) 8.SlideShare 9.TwitPic 10.Pinterest D/$#/ M5%,*- %,* K)";&) :5) ("-0 +,NA),@%& 3$0/ 4$.$0%& (%56)0)5-E LeadtailSocial Media Insights for Decision Makers17 D/" 4" 4$.$0%& (%56)0)5- O)03))0 0/) ("-0E LeadtailSocial Media Insights for Decision Makers18 There is persistent myth in social media that content is retweeted because the reader likes it. While that is certainly the case some of the time, there is one less obvious but profound reason why people retweet. They think: My followers will like this. Whether its because its timely, provocative, or topical - who gets retweeted is a reflection of what people believe their own social audience will find relevant. This word cloud shows the people retweeted most by digital marketers during the report period. 11.@ariannahuff 12.@briansolis 13.@jaybaer 14.@buzzfeedandrew 15.@augieray 16.@tedrubin 17.@valaafshar 18.@antderosa 19.@garyvee 20.@brainpicker 21.@steveology 22.@adamkmiec 23.@petershankman 24.@prsarahevans 25.@markraganceo LeadtailSocial Media Insights for Decision Makers D/" 4" 4$.$0%& (%56)0)5- O)03))0 0/) ("-0E 19 1.@barackobama 2.@jowyang 3.@darrenrovell 4.@guykawasaki 5.@jack 6.@dannysullivan 7.@jeffbullas 8.@billclinton 9.@corybooker 10.@kimgarst Following are the Top 25 People Most Retweeted by digital marketers during the report period.* * Based on unique # of digital marketers that retweeted the person. Ties were broken using Klout score followed by # of followers. D/" 4" 4$.$0%& (%56)0)5- (),@", 0/) ("-0E 20 Another measure of influenceis how often a person is mentioned. Mentioning a person by name can mean a few different things in social media: giving credit to someone for an idea or piece of content being shared, engaging someone directly in conversation, or giving a shout-out to a person youve recently met.In any context, being mentioned is a sign that a person is an active part of the social conversation, and those mentioned most are the people youll find at the center of engaging conversations between digital marketers. This word cloud shows the people mentioned most by digital marketers during the report period. LeadtailSocial Media Insights for Decision Makers 11.@pammktgnut 12.@shellykramer 13.@guykawasaki 14.@dannysullivan 15.@darrenrovell 16.@dickc 17.@mitchjoel 18.@markwschafer 19.@aaronstrout 20.@hillaryclinton 21.@marissamayer 22.@davekerpen 23.@jack 24.@ekaterina 25.@ambercadabra LeadtailSocial Media Insights for Decision Makers D/" 4" 4$.$0%& (%56)0)5- (),@", ("-0E 21 1.@jaybaer 2.@tedrubin 3.@garyvee 4.@jeffbullas 5.@barackobama 6.@jowyang 7.@chrisbrogan 8.@briansolis 9.@kimgarst 10.@cc_chapman * Based on unique # of digital marketers that mentioned the person. Ties were broken using Klout score followed by # of followers. Following are the Top 25 People Most Mentioned by digital marketers during the report period.* D/$#/ M5%,*- 4" 4$.$0%& (%56)0)5- O)03))0 ("-0E LeadtailSocial Media Insights for Decision Makers22 As social media continues to reshape how we communicate, the line between publishers and brands continues to blur. Consumer and business brands, all need to think (and act!) like publishers -or said another way, brands need to create and share content that is highly relevant and engaging fortheir target audience, or lose out to competitors that do. So which brands are doing the best job creating the kind of content that engages digital marketing professionals and inspires them to pass that content on to their social networks? This word cloud shows the brands retweeted most by digital marketers during the report period. 11.@socialmedia2day 12.@forbes 13.@bostonglobe 14.@harvardbiz 15.@adweek 16.@theonion 17.@thenextweb 18.@inc 19.@hubspot 20.@wired 21.@cnet 22.@bostondotcom 23.@emarketer 24.@espn 25.@time LeadtailSocial Media Insights for Decision Makers D/%0 M5%,*- 4" 4$.$0%& (%56)0)5- O)03))0 ("-0E 23 1.@mashable 2.@fastcompany 3.@techcrunch 4.@boston_police 5.@nytimes 6.@huffingtonpost 7.@buzzfeed 8.@wsj 9.@ap 10.@adage * Based on unique # of digital marketers that retweeted the brand. Ties were broken using Klout score, followed by # of followers. Following are the Top 25 Brands Most Retweeted by digital marketers during the report period.* D/$#/ M5%,*- 4" 4$.$0%& (%56)0)5- (),@", ("-0E LeadtailSocial Media Insights for Decision Makers24 Looking at which brands digital marketers mention on Twitter can give us yet another perspective on the forces that shape their views on products, services, and industry trends. Interestingly, this is also where we begin to see consumer brands (e.g., @Starbucks, @AmericanAir) that have embraced social asa key touchpoint with their customers. This word cloud shows the brands mentioned most by digital marketers during the report period. 11.@wsj 12.@klout 13.@hubspot 14.@huffingtonpost 15.@instagram 16.@facebook 17.@inc 18.@linkedin 19.@starbucks 20.@marketingprofs 21.@americanair 22.@adage 23.@vineapp 24.@digiday 25.@ap LeadtailSocial Media Insights for Decision Makers D/$#/ M5%,*- 4" 4$.$0%& (%56)0)5- (),@", ("-0E 25 1.@mashable 2.@youtube 3.@techcrunch 4.@nytimes 5.@twitter 6.@buzzfeed 7.@fastcompany 8.@forbes 9.@harvardbiz 10.@google Following are the Top 25 Brands Most Mentioned by digital marketers during the report period.* * Based on unique # of digital marketers that mentioned the brand. Ties were broken using Klout score followed by # of followers. !" $%&&'(%)'*%" +,-./ !;"0&$./01 I",-A=)5 M5%,*- ", 83$9)5 LeadtailSocial Media Insights for Decision Makers PQ 27LeadtailSocial Media Insights for Decision Makers As savvy social media users, digital marketers are comfortable engaging publishers and brands on Twitter. In fact, while most of the 25 Brands Most Mentioned by Digital Marketers were publishers, we found that marketers actually talked about a wide variety of traditional consumer brands and categories, including: !;"0&$./01 I",-A=)5 M5%,*- ", 83$9)5 And theyre not alone every day millions of consumers praise the brands they love, and trash the brands they hate on Twitter. NetBase analyzed 68,323,926 tweets mentioning these popular consumer brands and created a Brand Passion Index for each category. In the following graphics, the amount of chatter about a brand is indicated by the size of the bubble, while the placement of the bubble shows both the sentiment and passion intensity. Airlines Retailers I",-A=)5 M5%,*- ", 83$9)51 O)0%$& 28LeadtailSocial Media Insights for Decision Makers WalMart generated the 2nd largest share of buzz, but NetBase reveals that the retailer giant has the lowest Net Sentiment of the brands in its category. I",-A=)5 M5%,*- ", 83$9)51 :$5&$,)- 29LeadtailSocial Media Insights for Decision Makers NetBase shows that Virgin America generated the most passion and love from online customers eventhough it captured the fewest overall mentions in the airline category. I",#&A-$", LeadtailSocial Media Insights for Decision MakersRS I",#&A-$", Imagine if you could listen to the daily conversations of digital marketers. How would you use that information to better reach, engage, and influence these new media professionals to take the actions you care most about? For example, would it provide you insights into where to advertise, what content to create, whom to build relationships with, and how best to develop and implement your social media strategy? Sure it would. We created this special report to provide you with social media insights to help you make more informed decisions about how to reach, engage, and influence digital marketing professionals. And since the topics, content sources, and influencers are constantly changing so, too, are the social media insights. LeadtailSocial Media Insights for Decision Makers31 Sign up to get future social insights reports delivered to your inbox. http://offers.leadtail.com/social-insights-report 32LeadtailSocial Media Insights for Decision Makers NetBase delivers the social intelligence that global brands and agencies use to publish, monitor, analyze and engage with customers in real time. Using a high-precision natural language processing (NLP) engine our platform processes billions of social media posts that we can slice and dice fast and accuratelyand deliver in the dashboard you need. Clients include Coca-Cola, Kraft, HP, ESPN, GfK, McCann Erickson and Taco Bell. NetBase solutions are sold globally by SAP AG and J.D. Power & Associates. :?"A0 G)0M%-) To hear more about how you can benefit from using NetBase social intelligence, visit www.netbase.com, follow @NetBase or contact us @ info@netbase.com :?"A0 >)%*0%$& 33LeadtailSocial Media Insights for Decision Makers Leadtail is an agency focused on making online marketing and social media work for business. The Leadtail team has developed and implemented social media programs and campaigns for leading consumer and business brands including TiVo, WageWorks, Alcatel-Lucent, Symantec, Adaptive Planning and Peoplefluent. Our social media insights reports have been referenced in media publications including: Business Insider, Forbes, Huffington Post, MarketingProfs, CMSWire, and ERE. @Leadtail, @BestB2BSocial www.linkedin.com/companies/Leadtail www.Leadtail.com/blog/ www.Leadtail.com Interested in collaborating on a future social insights report? Email us: advertise@leadtail.com