Today, eMarketer released a study from the Center For Market Research on the adoption of micro-blogging by the Fortune 500. The increased adoption (60% of the Fortune 500 is now leveraging Twitter – up from 35% a year ago) shows the evolving importance of using this platform for customer service, promotion, and overall engagement with users of their brand offerings. We, at Intel, leverage Twitter significantly to engage with our users, answer questions, and promote new marketing campaigns and product launches. We’ve found it to be an effective tool to ensure that we are always available to the needs of current and future customers. What’s been great to see is that the Twitterverse is 1) Interested in what we have to say 2) Takes advantage of the opportunity to engage back with us and 3) Helps amplify our messages that they find interesting by retweeting or commenting on key exchanges. This is a trend that is only going to continue to grow, and is an important means for value exchange with our user base.
If you are a person who needs a job, is a strong user of Twitter, and has solid experience incorporating the service into your marketing activities, the odds are on your side. In a report released this week by Simply Hired, the instances of Twitter related jobs has exploded since 2008 – increasing by 2843%. Amazing.
In my role at Intel, I am presented with some pretty unique digital marketing opportunities. One of my favorite was working with the team over at Digg on creating a new visualization in their Digg Labs environment – called Digg Arc. This was a real-time visualization of the top content being ‘Dugg’ on the main Digg site. It’s an interesting way to digest content and show the threading of how it’s rising in relevancy as your watching the infograph expand, shift, and change.
It appears that our work together was a bit ahead of it’s time (that was back in 2007) when compared to some of the visualizations that are being released today around Twitter. Yesterday, in my media perusal over a quick lunch, I came across a pretty cool visualization tool that shows the conversation in real time on Twitter. It’s called ‘Revisit‘ and it shows the ‘conversational threads between Twitter users over time‘. Pretty interesting to follow – especially showing the extension of the conversation through @ replies and retweets. One could waste, ahem ‘spend’, a lot of time on this site watching the Twitter-verse play out…
Today, Google announced that they are adding a great new feature to their real time search capabilities – the ability to ‘replay’ a moment in time in Twitter, via it’s Twitter search capabilities, to see what people were saying on Twitter at any given moment – literally, to the minute. For now, Tweets are being indexed back to February of this year – however, according to ReadWriteWeb, they will soon be able to index back to early 2006. The power of the internet ‘archive’…What a great way to find out how, when, and by whom news was broken on the social graph…
According to the official Twitter Blog, there has been a MASSIVE spike in tweeting over the last 12 months. Clearly stating the obvious here as we’ve seen how pervasive micro-blogging has become in all aspects of our daily lives. The interesting thing that I took away from their post was the microscopic level they take their analysis – down to the second (they are processing an average of more than 600 tweets per second). Tech Crunch takes this a step further, and puts the question to their readers regarding who is responsible for the bulk of the tweeting. Is it the top 10% of users that are responsible for this number? Good question – I know looking at my twitter stream of people that I follow, I can pinpoint 5-10 people I follow that compose the bulk of the information that comes across to me. Here are some additional interesting observations from the Royal Pingdom:
- December 2009 was the first month Twitter processed more than one billion tweets (with 1.036 billion tweets).
- January 2010 had 16 times as many tweets as January 2009.
- The activity on Twitter has doubled since August 2009.
- January 2010 saw more tweets per day (39.5 million) than the whole of September 2008.
On the Twitter Blog yesterday there is a great chart that compares and contrasts Brand mentions and Super Bowl mentions on Super Sunday. The winning brand? Doritos – hands down, with the largest per minute volume of commercial related tweets. This begs the question: During a large event can we use Twitter mentions about brands in conjunction with ratings data to triangulate how many people not only saw, but also took a vested interest in how a brand has affected them during the larger viewing experience? I believe we can, and I think that you will see the use of this hard data be a complement to institutionalized ratings as brands seek substantiation of audience engagement.
According to HubSpot’s recent report ‘State of the Twittersphere‘ Twitter growth has slowed from a high of 13% in March of 2009, to a low of 3.5% in October of 2009.
The upside…the Twitter population is more engaged – with the average user following more people, being followed by more people, and posting more updates than ever before. In addition – those same users are providing more information about themselves consistently – such as location and web address links in their Twitter profile. Here are some additonal key characteristics of the Twittersphere, pulled directly from the report:
• 82% of Twitter users have less than 100 followers
• 81% of Twitter users are following less than 100 people
• Thursday and Friday are the most active days on Twitter, each accounting for 16% of
total tweets in our study.
• 10-11 pm is the most active hour on Twitter, accounting for 4.8% of the tweets in an
Twitter has a massive user base and a significant amount of activity flowing through it’s data-center on a monthly basis (22M uniques according to the latest Compete.com site analytics). Those users tweet – a lot. There are a multitude of ‘profiles’ that industry publications have assigned to those that are actively using Twitter. The graphic below (Click Image to Enlarge — courtesy: @ngonews) is great. You’ll get a perspective on the activity of each profile and how you might want to consider your interaction with them – with a humorous bent. I, personally, completely block the ‘b1tch’ – but also have very little patience with the ‘smore’. I’d like to think my profile falls in the category of ‘maven’…but you may have a different opinion when following my Twitter stream. What’s YOUR Twitter profile?
A sarcastic and funny perspective on the cycle that is Social Media…(credit: HubSpot)
Came across this in my daily scan of the Social Web…made me chuckle, so I am sharing with you.