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Global Twitter Communication Analysis

1-7 April 2013

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Table of ContentsIntroduction

Executive Summary

Background Analysis1. Most Recent Tweet

2. Department Breakdown3. Hierarchy Levels4. Top Countries

5. Employee FollowersNetwork Analysis

1. Total Followers2. Most Recent Tweet

3. Top Companies4. Top Positions

5. Top Countries6. Audience Distribution - Following

7. Audience Distribution - Followers8. Top Followers by Audience

Activity Analysis1. Tweet Types2. Influence By Hierarchy

3. Most Influential Employees4. Shares

5. Top Shared Hashtags6. Employee Reach

7. EngagementContact

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Introduction

� We analyzed the worldwide Twitter communication of Tesco’s employees, for the timeframe 1 - 7 April 2013.

� A total of 1459 employees and 20 corporate accounts were analyzed.

� We focused on employees that publicly mentioned their affiliation with Tesco in their Twitter profiles.

� 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 the company’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

� Most employee accounts are from the UK (759), USA (110), and Turkey (12), no other countries have more than 10 accounts.

� Influence is not significantly affected by department.

� The total audience of corporate accounts is 2 times larger than the one of employees, and the overlap between the audiences is around 20%.

� The audience of the accounts followed by Tesco employees is significantly smaller than the audience of the accounts that follow Tesco employees.

� Around 1 in 9 tweets from employees, and 1 in 12 tweets from corporate accounts, contain a URL about Tesco.

� The corporate tweets generate 3 times more engagement than employees, but the engagement/tweet/follower is 6 times lower.

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I. Background Analysis

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

� It displays the following information:

� Most Recent Tweet

� Department Breakdown

� Hierarchy Levels

� Top Countries

� Employee Followers

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I.1. Most Recent Tweet*

Protected Accounts

Inactive

1 year+

Last Year

Last Month

Last Week

Yesterday

0 200 400

361

357

238

274

64

37

115� 25% of employees active

in the past 24h

� 49% active in the past

week

� 2% inactive accounts

*Data couldn’t be obtained for 13 accounts due to 3’rd party constraints

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HR1%

Technical2%

Marketing6%

Sales14%

Other76%

*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:

� Sales (208)

� Marketing (91)

� Technical (30)

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Top Management2%

Non-Management25%

Middle Management73%

I.3. Hierarchy Levels

� 73.1% (or 1066 accounts)

belong to Middle

Management

� 27 accounts represent top

management

� 366 accounts don’t have a

management position

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� 62% of employees

belonged to the top 10

countries

� Most employees are from

the UK

UK

US

Turkey

Ireland

Australia

India

Malaysia

Slovakia

Hong Kong

Hungary

0 200 400 600 800

2

3

3

3

5

5

11

12

110

759

I.4. Top 10 Countries

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I.5. Employee Followers

0

200

400

600

800

1,000

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

Audience Distribution

Num

ber o

f Acc

ount

s

Number of Followers

� Most employees

have less than 100

followers

� Top and Middle

management, each

have 1 account

with more than

10,000 followersMiddle Other Top

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II. Network Analysis

� This chapter focuses on understanding who the company’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

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II.1. Total Followers*

� Corporate accounts have

2x more followers than

employees

� Only 20% of the employee

audience overlaps with

the corporate one0

75,000

150,000

225,000

300,000

Corporate Employees Overlap

20,754

101,217

202,327

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

Protected

Inactive

1 Year +

Last Year

Last Month

Last Week

Last 24h

0 15,000 30,000

26,041

23,959

14,432

18,605

6,149

5,558

6,701

Followers

Protected

Inactive

1 Year +

Last Year

Last Month

Last Week

Last 24h

0 25,000 50,000

41,417

28,237

10,978

14,000

5,212

3,977

4,947

Following

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II.3. Top Companies

BSkyB

Apple

O2

Microsoft

Hewkett-Packard

Accenture

Banco do Brasil

Starbucks

Samsung Electronics

Sound Cloud

PepsiCo

0 22.5 45 67.5 90

11

12

13

20

21

23

27

37

40

67

85

Followers

BSkyB

Apple

Microsoft

O2

Banco Do Brasil

Accenture

Hewlett-Packard

Starbucks

Electronic Arts

Samsung Electronics

0 100 200 300 400

23

23

25

25

26

32

50

57

79

342

Following

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II.4. Top Positions

Marketing

Manager

Founder

Social Media

PR

Director

Specialist

Storage Manager

Journalist

Head

0 225 450 675 900

276

302

308

312

342

483

529

642

811

892

Followers

Manager

Founder

Marketing

Presenter

Social Media

Editor

Journalist

Director

PR

Head

0 225 450 675 900

376

429

485

499

502

508

649

718

848

856

Following

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II.5. Top Countries

GBR

USA

Ireland

Australia

Canada

India

Turkey

France

Malaysia

Spain

0 25,000 50,000

160

163

192

365

415

601

693

899

9,274

42,267

Followers

GBR

USA

Ireland

Australia

Canada

Turkey

Malaysia

India

France

Spain

0 25,000 50,000

213

255

277

391

440

742

792

954

12,770

44,651

Following

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II.6. Audience Distribution - Following

0

6000

12000

18000

24000

30000

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

19,571

5,832

17,824

2,7663,8815,707

11,43812,125

29,445

Audience Distribution

Num

ber o

f Acc

ount

s

Number of Followers

� Most accounts

that are followed

by employees

have more than

1,000 followers

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II.7. Audience Distribution - Followers

0

10000

20000

30000

40000

50000

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

4,4221,911

10,700

2,8334,2276,74313,54415,332

41,753

Audience Distribution

Num

ber o

f Acc

ount

s

Number of Followers

� Most accounts

that are

following the

company’s

employees have

less than 100

followers

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

1. @inbetweenwill @hungwonka 134,599 1,234

2. @skynews @adrianharris 680,233 1,067

3. @brtweeting @clarkepatesco 721 721

4. @ianhislop @clumsymumsy 2,675,898 584

5. @antonycotton @nicklansley 513,760 637

6. @mrpeterandre @clumsymumsy 2,675,898 584

7. @peston @clarkepatesco 248,585 559

8. @gareththomas14 @hugohorton 164,579 426

9. @mrdavidhaye @craz3yk3ighl3y 883,197 379

10. @wileyupdates @martinshipley3 316,789 370

*Ratio represents the number of followers that an account has, divided by the number of people 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 Department

4. Most Influential Employees

5. Top Hashtags6. Shares

7. Employee Reach

8. Employee Engagement

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III.1. Tweet Types

Mention7%URLs

10%

Retweet19%

Personal20%

Reply44%

� Employees are mostly

replying to others (4473

tweets)

� There are 1949 retweets

and 997 shared URLs

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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 >20 belong to

Middle Management0

140

280

420

560

700

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

Middle Management Other Top Management

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

III.3. Most Influential* EmployeesTwitter Handle Influence Score

1. @nicklansley

2. @bagshaw211

3. @nigelblunt

4. @brooks3240

5. @prw25

6. @tj_hgt

7. @jamesgraham100

9. @brettjackson_9

10. @nickallen_tesco

10. @andrew_deignan

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III.4. Shares

� Employees share 3 times

more tweets and 5

times more URLs than

corporate accounts

� Employees share 45%

less URLs about the

company* than

corporate accounts

0

2,750

5,500

8,250

11,000

Corporate Employee

982151100

263

10080

3318

Num

ber o

f Tw

eets

Total Tweets URL Shares Company specific URLs

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

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III.5. Top hashtagsHashtag Count

1. #gameinsight 121

2. #ipadgames 121

3. #ipad108 32

4. #TescoLovesBaby 30

5. #AVFC 24

6. #grandnational 24

7. #quote 22

8. #LUFC 21

9. #F 19

10. #MMM 18

11. #Tesco 18

12. #leadership 17

*Ratio represents the number of followers that an account has, divided by the number of people it is following

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III.6. Employee Reach*

*Reach is calculated only for tweets that contain URLs about the company 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

2,000,000

4,000,000

6,000,000

8,000,000

Corporate Employees Other

480,561457,886

7,208,237

Rea

ch L

evel

s

URLs

� Employee accounts URL

for companies reach is

minimal compared to

corporate, mainly

because of the small

number of followers

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III.7. Employee Engagement*

0

32.5

65

97.5

130

Corporate Employees Other

65

45

128Engagement Analysis

Enga

gem

ent

URLs

� Corporate accounts

generate only 3 times the

engagement that

employees do

� The engagement/tweet/

follower is 6 times bigger

for employees compared

to corporate

*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