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Twitter Stats & Case Studiesby incitez

June 2011

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incitezcreating data-driven viral campaigns

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Research and study about Twitter

Twitter Statistics

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It took Twitter

3 years, 2 months & 1 day to reach the 1st billion tweets

Source: Twitter, March 2011

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Now, it takes 1 week to generate 1 billion tweets.

Source: Twitter, March 2011

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50 Million Tweets per day in 2010

Source: Twitter, March 2011

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140 million Tweets per day in 2011

Source: Twitter, March 2011

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460,000 new accounts created per day

Source: Twitter, March 2011

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Fortune 500 Companies with a Twitter Account

2009 2010

60%

35%

Source: Source: University of Massachusetts Dartmouth Center for Marketing Research

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Fortune 500 Companies with a Twitter Account

#1-#100 #101-#200 #201-#300 #301-#400 #401-#500

16%17%17%

25%25%

18%

11%13%

19%

39%

Source: Source: University of Massachusetts Dartmouth Center for Marketing Research

By Rank

2009 2010

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A Tweet is worth

$5for daily deals sites

Source: ChompOn, Feb 2011

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A Twitter “Follow” is worth $2 for daily deals sites.

Source: ChompOn, Feb 2011

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people who use Twitter congregate online according to their mood, not

just by age or similar interestsPeople who are happier on the social network tend to re-tweet or reply to others

who are happy, too.

Source: Cornell University, March 2011. http://arxiv.org/abs/1103.0784

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Pointless babble Conversational Pass-along value Self-promotion Spam News

4%4%6%9%

38%41%

Most tweets pointless babble

Source: Jeremy Dean, University College London 2010

incitezSource: Pew Internet & American Life Project 2009

incitezSource: Pew Internet & American Life Project 2009

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More women (55%) than men on Twitter

Source: Harvard Business Review 2009. http://bit.ly/88r1p4

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On avg, men had 15% more followers than women

Source: Harvard Business Review 2009. http://bit.ly/88r1p4

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men twice as likely to follow another man as they were a woman

Source: Harvard Business Review 2009. http://bit.ly/88r1p4

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women 25% more likely to follow men

Source: Harvard Business Review 2009. http://bit.ly/88r1p4

incitezSource: Mor Naaman Rutgers University, 2010

Meformers80%

Informers20%

shared information and replied to other users

mostly sent out information about themselves.

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Twitter trends rarely last longer than a week and usually no more

than a few days.

Source: http://an.kaist.ac.kr/traces/WWW2010.html

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85% of Twitter trends are news-related

Source: http://an.kaist.ac.kr/traces/WWW2010.html

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10% of Twitter users contribute

90% of the tweets

Source: Heil & Piskorski, 2009

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Exclusive deals or offers

I am a current customer

Interesting or entertaining content

Other people I know are fans of this brand

Service, support & product news

other 0.4%

3.5%

6.3%

22.7%

23.5%

43.5%

Primary Reason US Internet Users Follow A Brand on Twitter

Source: Razorfish 2009

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Twitter users spent more than average, and more than most visitors to

Facebook.

Source: comScore, "State of the US Online Retail Economy in Q1 2010", May 27, 2010

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Celebrities seem to have large amounts of followers with low

Twitter authority levels

Source: Sysomos 2010

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8 in 10

Twitter Users Within 5 Steps or Less

Source: Sysomos 2010

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1 in 5 Tweets is

Brand-Related

Source: Penn State University 2009

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43% of Twitter account holders utilize the service through a mobile device compared to 34% and 9% for Facebook

and LinkedIn respectively

Source: Compete 2011

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17% of Twitter users tweet about a TV show while watching the show

Source: Compete 2011

incitezSource: Compete 2011

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More Likely to Purchase

47%

56%

Twitter Facebook

Source: Compete 2011

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Twitter followers are much more likely to use the platform for “updates

on future products” than Facebook fans

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Twitter campaigns from Nestle, Orange, Volkswagen, Kraft, Ben & Jerry, Radioshacks, Jeep

9 Case StudiesCreative Twitter Campaigns

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Tweets Posted within An Ad Unitthat can appear anywhere on the web

Nestle Juicy Juice

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Tweet to Win 30K MilesAmerican Airlines

Participants had to register their AAdvantage number on a microsite, tweet the #Deal30 hashtag and follow the @AAdvantageaccount to enter for a chance to win 30,000 AAdvantage miles.

via @mashable

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Given a valuable enough incentive, users will complete several registration steps for entry. The requirement to share a specific tweet

and hashtag to an entrants own social network is what drove the success of this promotion, especially given that it wasn’t heavily supported by other media channels. In the future, we’d probably require that users take fewer

steps for entry in order to increase the total number of entrants. Including a specific and unique hashtag was essential for tracking

purposes.

Colin Alsheimer, AAdvantage community manager

via @mashable

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Tweets Turned into Movie VoiceoverOrange asked Twitter users to share their summer plans starting with

'This Summer' or tweet them using #thissummer to getmovie-voiceover treatment. http://bit.ly/jaBl5G

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Festival tickets location revealed via Google Map when based on how many people shared the

hashtag #foxatplanetaterraVolkswagen. The hashtag became a trending topic in Brazil in 2 hours

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Tweets Transformed into TV Ads5 tweets about Kraft’s Macaroni & Cheese were converted into TV ads.

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Making use of unused characters to promote the cause

Ben & Jerry, fairtweets.com

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Users Tweeted Photos Transformed with a mask & cape and Tweeted back to User

Radioshacks

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Solving puzzles using several different images from 371 Twitter profiles

Jeep

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A smartphone (campaign focus) was packed in gift boxes and covered with post-its. Players had to tweet what was written on the post-its to unwrap the boxes.

Turkcell

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Contact us for social media strategy & campaign development

Rocky Fu, Director of Digital Strategies, Incitez

Twitter: @rockyfuBlog: http://www.rockyfu.com/blogEmail: rockyfu@incitez.com

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