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SociaLook helps companies discover and activate their employees to become powerful brand advocates. The current report focuses on three major areas: - The Background Analysis helps companies understand who are their employee advocates on Twitter. - The Activity Analysis reveals how these employees are communicating about the brand and what impact their messages have (in terms of influence, engagement, reach), etc. - Follower Analysis helps companies understand the audience of their employee advocates, by revealing follower positions, companies, location, influence, etc. Note: only employees that publicly mentioned their affiliation with the company were taken into account
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Employee Brand Ambassadorship on Twitter
Case Study General Electric
October 2013
@socialook
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SociaLook Ltd
Table of ContentsIntroduction
Executive Summary Background Analysis
1. Most Recent Tweet 2. Department Breakdown 3. Hierarchy Levels 4. Top Countries
Network Analysis 1. Total Followers 2. Followers Breakdown 3. Most Recent Tweet 4. Top Companies 5. Top Positions 6. Top Countries 7. Followers Audience Distribution 8. Top Followers by Audience
Activity Analysis 1. Tweet Types 2. Influence Distribution 3. Most Influential Employees 4. Top Tweets 5. Top Hashtags 6. Top Advocates 7. Shares 8. Potential Impressions 9. Engagement
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Introduction� We analyzed the worldwide Twitter communication of GE’s employees, for the month of
October 2013
� A total of 1057 employees and 49 corporate accounts were analysed
� We focused on employees that publicly mentioned their affiliation with GE in their Twitter profiles
� The report is composed of three sections: I. Background Analysis - deals with understanding who the employees are on Twitter
(positions, countries, etc.) II. Network Analysis - focuses on understanding who the company’s employees are
following and who follows them III.Activity Analysis - deals with employee activity, how influential they are and 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 US (287), UK (59), and India (46), all other countries
having less than 21 accounts.
� The total audience of the corporate accounts is almost 3.5 times larger than the one of the employees, but the overlap between followers is only 20%.
� Employees share 2 times more general tweets than corporate, but only 1 in 10 tweets from employees contain a company-related keyword, compared to almost 1 in 3 tweets from corporate accounts.
� Corporate tweets about the GE brand reach a much broader audience, but the engagement per tweet per follower is about 6 times bigger for employees.
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I. Background Analysis� This section analyses 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
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I.1. Most Recent Tweet*� 10% of employees active in the
past 24h
� 27% active in the past week
� 6% inactive accounts
Yesterday
Last Week
Last Month
Last Year
1 year+
Inactive
Protected
0 450 900
126
66
848
720
422
272
101
*Data couldn’t be obtained for 17 accounts due to 3’rd party constraints. The analysis data is relative to the day when the report was generated.
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*The “other” category includes employees that didn’t belong to any department or didn’t have a specific position.
I.2. Department Breakdown� Top departments:
� Technical (191)
�Marketing (168)
�Sales (58)Other 58%
HR 3%
Sales 5,5%
Marketing 15,9%
Technical 18,1%
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I.3. Hierarchy Levels� 825 accounts (78%) - Non-
Management
� 192 accounts (18%) - Middle Management
� 40 accounts (4%)- Top Management
Top Management 3,8%
Middle Management 18,2%
Non-Management 78,1%
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� 44% of employees belonged to the top 10 countries
�Most employees are from the US
I.4. Top CountriesUS
UK
India
Australia
Germany
Canada
France
Saudi Arabia
Italy
South Korea
0 75 150 225 300
11
11
12
13
16
16
21
46
59
287
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II. Network Analysis� This chapter focuses on understanding who is following your company’s employees on Twitter
(Followers)
� It displays the following information about their network:
� Total Followers
� Followers Breakdown
� Most Recent Tweet
� Top Companies
� Top Positions
� Top Countries
� Followers Breakdown
� Followers Audience Distribution
� Top Followers by Audience
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II.1. Total Followers*� Employee followers represent
27% of corporate followers
� 20% of the employee audience overlaps with the corporate one
*The data represents unique followers. If an account follows more than one employee, it is only counted once.
Num
ber o
f fol
low
ers
0
125.000
250.000
375.000
500.000
Corporate Employees Overlap
24.616
123.976
451.550
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II.2. Followers Breakdown
*The data represents unique followers. If an account follows more than one employee, it is only counted once.
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Twitt
er A
ccou
nts
0
180
360
540
720
900
0 - 100 200 - 400 600 - 800 1000 - 50003127122781111
804
�Most employees have between 0 and 100 followers
� There are 3 employee accounts with more than 5000 followers
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II.3. Most Recent Tweet
Last 24h
Last Week
Last Month
Last Year
1 Year +
Inactive
Protected
0 4.000 8.000
488
323
7.773
6.589
4.864
3.803
1.980
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II.4. Top Companies
Microsoft
Apple
Oracle
IBM
HP
Dell
Cisco Systems
Honda
Razorfish
0 25 50
3
4
6
6
8
8
9
9
11
50
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II.5. Top PositionsFollowers Positions
Marketing
Social Media
PR
Consultant
Designer
Engineer
Sales
Marketer
Director
CEO
0 50 100 150 200
46
52
53
53
56
60
76
92
111
197
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II.6. Top CountriesFollowers Countries
USA
UK
Australia
Spain
Canada
Mexico
India
France
Saudi Arabia
Netherlands
0 1.500 3.000
54
58
100
119
142
158
348
374
454
2.697
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II.7. Followers Audience Distribution�Most accounts that
are following the company’s employees have between 0 and 100 followers
� ~11% of employee followers have more than 5000 followers
Twitt
er A
ccou
nts
0
600
1200
1800
2400
3000
0 - 100100 - 200200 - 400400 - 600600 - 800800 - 10001000 - 50005000+
9701198
315439
656
11211114
2771
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II.8. Top Followers by Audience
* Ratio represents the number of followers an account has, divided by the number of accounts it is following.
Account Followed Employee Following Followers Ratio*
1. @billplaschke @lancefaul 160 111.078 694
2. @marijomariscal @alexreca91 39 11.580 296
3. @bitcoinwebhost @lynne_oconnor 211 46.108 218
4. @keithurban @nicole_weber 9.781 1.595.972 163
5. @r_albiazul @dagr8maycol 15 1.306 87
6. @archforhumanity @agmilmoe 2.369 202.428 85
7. @geaviation @bradbrougher 649 48.015 73
8. @geaviation @marcluley 649 48.015 73
9. @jordan_bridges @agmilmoe 4.769 286.046 59
10. @humphryslocombe @agmilmoe 4.769 286.046 59
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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 Types 2. Most Influential Employees 3. Top Tweets 4. Top Hashtags 5. Top Ambassadors 6. Shares 7. Potential Impressions 8. Employee Engagement
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III.1. Tweet Types
Personal 16%
Mention 16%
URL 18%
Reply 19%
Retweet 30%
� Employees are mostly retweeting other
tweets (3,032 tweets)
� There are 1,852 tweets that contain URLs
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III.2. Influence Distribution�Most employees influence
levels in the 11-20 range
� 4 employees have influence levels above 60
Twitt
er A
ccou
nts
0
100
200
300
400
500
Klout Influence LevelN/A 1-10 11-20 21-30 31-40 41-50 51-60 60+
4105871
135
484
20
275
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*Klout (www.klout.com) was used to measure employee influence
III.3. Most Influential* EmployeesTwitter Handle Name Influence Score
1. @jeffimmelt Jeff Immelt
2. @andrewcrow Andrew Crow
3. @bethcomstock Beth Comstock
4. @jayfurr Jay Furr
5. @kwertz Kirsty Wertz
6. @guzforster Guz
7. @murphyglobal Cory Murphy
8. @imjb2u Jonathan Ballon
9. @johnlaw3742 John Lawrence
10. @kimberlytam Kim Tam
11. @lindaboff Linda Boff
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III.4. Top TweetsTwitter Handle Name Tweet Retweet
1. @jeffimmelt Jeff Immelt New #GE report published - predicting gas to be 26 percent of global primary energy consumption by 2025 #AgeOfGas http://t.co/cRvVr0cWjn 20
2. @jeffimmelt Jeff Immelt Pic of me onstage with GE 50,000+ pound Blowout Preventer at #IndustrialInternet meeting. http://t.co/wom2xVeouc 15
3. @lindaboff Linda Boff Love GE and Miley Cyrus comparison. http://t.co/MuGvPnJRBU @bethcomstock 10
4. @lindaboff Linda Boff A marketing mind is a terrible thing to waste. Great closing line by GE superstar CMO @bethcomstock at ANA masters of marketing summit. 8
5. @randialterman Randi Alterman 50 billion machines will connect to the internet in the next five years. @bernieanger #GEconnect 5
6. @andrewcrow Andrew Crow "What Miley Cyrus Can Learn From GE”. Yes, you read that right. http://t.co/jrS4uR5koG 5
7. @jojijoykutty Joji Joykutty Portable ECG machines at GE healthcare stall #techmela ...made in India For India...:-! http://t.co/XBZbM5oMk6 5
8. @captstevefulton Steve Fulton "Is RNP the Eventual Future of Air Navigation?"...Yes! Read how @GEAviation continues to lead the deployment of RNP: http://t.co/mOFgcLJNsV 5
9. @eszterforcee N/A How to promote engineering? Fasten your seatbelts: open night at the GE EDC and Warsaw Institute of Aviation http://t.co/FqvbCD5Zuw 4
10. @lca_walsh Louisa Walsh @JenBrockie doing a fantastic job moderating the discussion tonight at #Australia2_0 @GEAustralia @FinancialReview 4
11. @bethcomstock Beth Comstock Brilliant! "@lindaboff: 57k pound blowout preventer on stage at GE's #MM13 Chicago. Big iron at its finest. http://t.co/9ArqzIdAij" 4
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III.5. Top HashtagsHashtag Retweets Mentions
1. #industrialinternet 134 221
2. #fb 7 90
3. #TechMela 16 73
4. #breastcancer 22 68
5. #GE 40 66
6. #Australia2_0 27 44
7. #jobs 8 38
8. #bigdata 20 34
9. #AtWork2013 4 32
10. #GEConnect 14 28
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III.6. Top AdvocatesTwitter Handle Name Company Tweets Company Retweets
1. @sdefache Suzanne Defache 126 51
2. @jamescurnow4 James Curnow 62 1
3. @jojijoykutty Joji Joykutty 51 12
4. @allijcohen Allison J. Cohen 42 5
5. @shaunda Shaunda 40 9
6. @shyamvaran Shyam Varan Nath 35 4
7. @gpetroff gpetroff 35 8
8. @juliedillswood Julie Dills Wood 28 2
9. @ryzner Kyle Reissner 27 5
10. @randialterman Randi Alterman 24 11
11. @ralph_erik_x Ralph Erik Exton 23 0* ‘Retweets’ represents the number of retweets for tweets about the company.
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III.7. Shares� Employees share 2.2x more
tweets and 1.3x more URLs than corporate accounts
� Employees share 300 less company tweets*, and 500 less company URLs* than corporate accounts
Num
ber o
f Tw
eets
0
2.750
5.500
8.250
11.000
Corporate Employee
9061.429
3.4482.543
1.1101.394
10.045
4.560
Total Tweets Company Tweets Total URLsCompany URLs
* Tweets and URLs about the company contain a keyword about the company.
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III.8. Potential Impressions*
* Potential Impressions measure how many times a tweet from corporate or employees could have been seen by Twitter users. ** The ‘Company Reach’ category contains URLs, Hashtags and mentions about the company.
Reac
h Le
vels
0
50.000.000
100.000.000
150.000.000
200.000.000
Corporate Employees678.423
23.179.762
5.714.008
199.246.740
Total Company Reach**
�Corporate messages are potentially seen by 33x more Twitter users than employee messages
� For company-related tweets, corporate messages are potentially seen by 38x more Twitter users than employee messages
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III.9. Employee Engagement*Engagement Analysis
Enga
gem
ent
0
1.500
3.000
4.500
6.000
Corporate Employees
291
1.7961.530
5.795
Total Company Engagement**
�Corporate generates 3.8x more engagement than employees for regular tweets
�Corporate generate 6x more engagement than employees, for company-related tweets
� The engagement/tweet/follower for regular tweets is 9x bigger for employees when compared to corporate
� The engagement/tweet/follower for company-related tweets is 5.5x bigger for employees when compared to corporate
* Engagement represents the way an audience interacts with a tweet and is calculated by counting its retweets.** The ‘Company Engagement’ category contains URLs, Hashtags and mentions about the company.
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