The document discusses how Twitter data can provide insights into trends, events, and conversations happening around the world in real-time. It provides examples of how Twitter data analysis can be used for applications like customer service, marketing research, and corporate strategy. Finally, it outlines how Twitter data powers an ecosystem of analytics providers, brands, and agencies who leverage the data for insights and actions.

2. What’s happening
in the World@josephlrice
November 18, 2016

3. What’s possible when you know what the
whole world is thinking about any topic at
any time?
2

4. Twitter Data has unlimited value and near
limitless application

6. What’s possible when you know what the whole
world is thinking about any topic at any time?

7. TREND ANALYSIS
Tracking conversations using Twitter data
as a leading indicator of long term and
breaking trends
6 C O N F I D E N T I A L

8. C O N F I D E N T I A L
RISE OF HEALTHY FOOD CONVERSATION
Conversation about
health food was on the
rise in 2012-2014.
0
200,000
400,000
600,000
800,000
1,000,000
1,200,000
Jan
(2012)
Jun
(2012)
Nov
(2012)
Apr
(2013)
Sep
(2013)
Feb
(2014)
Jul
(2014)
Dec
(2014)
Healthy Food
Junk Food
Measure
Tweets/Month
7

9. C O N F I D E N T I A L
Oct 27
(2014)
Jan 31
(2012)
Aug 18
(2012)
Mar 6
(2013)
Sep 22
(2013)
Apr 10
(2014)
PALEO TREND TAKES THE LEAD IN 2015
Dairy
Gluten
Paleo
Measure
Tweets/Day
0
2,000
4,000
6,000
8,000
10,000
12,000
Conversation about
Paleo became dominant
in early 2015
8

10. EVENT DETECTION
Spikes in volume due to a
specific external stimulus

11. MORE FOCUS FOR
YOUR FOCUS GROUP
Supplement and inform
primary research
Engage under represented
groups
10 C O N F I D E N T I A L

12. DELIVER BETTER
CUSTOMER SERVICE
Resolve questions faster
and cheaper and increase
revenue potential

13. 22%of Twitter users with purchase intent
who Tweet at brands receive a response
Millward Brown —Twitter Vertical Profile, 2014; percentages of consumers with intent t across tech, travel, telco, automotive, financial services, CPG, retail

14. Twitter amplifies voices
including your great service
3.7x
American Express — 2011; Twitter Internal — 2015
5.8x 8.1x

15. In customer service inquiries on Twitter
(and that’s a conservative estimate)
91%year over year growth
Online shoppers use social media for
customer service every month
52.7Million
and Twitter’s role continues to grow
Social customer care is too big to ignore
UPS, ComScore, eTailing Group via eMarketer —"Pulse of the Online Shopper” June 2015
Crimson Hexagon — based on a sample of 2,200 dedicated brand customer service Twitter handles from Q1 2015 to Q1 2016

16. $1.75
$3.50
$5.25
$7.00
Phone Email Social
$1.00
$3.75
$6.00
McKinsey and Company via Forbes — “Social Care in the World of ‘Now,’” July 2015
Social care is cheaper
Average cost of a customer service interaction via channel

17. Responding to a resolvable issue through Twitter boosts willingness to spend 3% to 20% over an
average priced item
Applied Marketing Science for Twitter —
Replying to Tweets creates revenue potential
Aggregated Customer Service Study, January - July 2016, values represent calculated price elasticity compared to people who
didn’t receive customer service on Twitter
$8.98
or
3%increase in revenue
potential per transaction
For airlines
$2.84
or
20%increase in revenue
potential per transaction
For national pizza delivery brands
$8.35
or
10%increase in revenue
potential per transaction
For telco companies

18. ENTERPRISE
CUSTOMER
SERVICE
MARKETING
INVENTORY
MANAGEMENT
OPERATIONS
PRODUCT
DEVELOPMENT
SALES
RISK
CORPORATE
STRATEGY
17

19. A single Tweet can contain
over 150 pieces of
information
User Name User ID Follower #s Location Tweet ID
Verified Date & Time Generator URLs Tweet Text
Account Desc Timezone Language Lists Media
Retweet Quote Tweet Reply Tweet Provider Klout Score
…more!
140 CHARACTERS
+ DATA
18

20. 19
{
"id":
"tag:search.twitter.com,
2005:403224522679009280",
"objectType":
"activity",
"actor":
{
"objectType":
"person",
"id":
"id:twitter.com:1855784545",
"link":
"http://www.twitter.com/
LandenEhlers",
"displayName":
"Landen
Ehlers",
"postedTime":
"2013-­‐09-­‐11T23:52:03.000Z",
"image":
"https://pbs.twimg.com/
profile_images/378800000646150423/
83090ccb95a60def923c674e7bd002a0_normal.
jpeg",
"summary":
"Senior
Construction
Science
student
at
Texas
A&M
University.
Barefoot
Waterskiing
National
Champion.
Vice
President
of
the
Texas
A&M
Waterski
Team.",
"links":
[
{
"href":
null,
"rel":
"me"
}
],
"friendsCount":
65,
A single Tweet can contain
over 150 pieces of
information
User Name User ID Follower #s Location Tweet ID
Verified Date & Time Generator URLs Tweet Text
Account Desc Timezone Language Lists Media
Retweet Quote Tweet Reply Tweet Provider Klout Score
…more!
140 CHARACTERS
+ DATA

21. "generator":
{
"displayName":
"Twitter
for
Android",
"link":
"http://twitter.com/download/android"
},
"geo":
{
"type":
"Point",
"coordinates":
[
30.622496,
-­‐96.3283527
]
Application + Point Geo

23. TWITTER DATA SOLUTIONS
HISTORICAL REALTIME INSIGHTS REALTIME HISTORICAL INSIGHTS
Every public Tweet,
as it is created
Understand what’s
happening
Any public Tweet, back
to 2006
Understand what
already happened
Audience and Tweet
Performance Data
Understand your
audiences and organic
content
22

24. 23
Twitter Data
Analytics Providers or
“Ecosystem”
Brands & Agencies
Acting on Insights from Twitter Data
Providing Analysis
from Twitter Data
Creating Social
Media Content
DATA POWERS THE ECOSYSTEM
Some brands

25. Twitter is a platform that shows
sides and doesn’t take sides.