Digital marketers are leaders and innovators when it comes to adopting and deploying social media and other forms of emerging media – they are the trendsetters.
With that in mind, we developed this report: “How Digital Marketers Engage on Twitter”, by using Leadtail’s Social Media Insights technology to analyze data from Twitter. We also leveraged NetBase’s Social Intelligence Platform to gain insights into some of the consumer brands that digital marketers engage with often.
The goal of this special report is to help you answer questions such as:
* How do digital marketers describe themselves on the Social Web?
* Which social networks are digital marketers active on?
* What topics are they talking about?
* Which media sources are these marketing professionals consuming and sharing?
* Who are the most influential people, brands, and publications with digital marketers?
How Digital Marketers Engage on Twitter | Social Insights Report July 2013
1. Social Media Insights for Decision Makers
Social
Media
Insights:
How
Digital
Marketers
Engage
on
Twi9er
A
special
report
from
Leadtail
in
collabora@on
with:
@Leadtail and @BestB2BSocial
2. Introduc@on
Despite all the technology available, your ability to reach, engage, and influence digital marketers
is still limited. While buyer personas, surveys, and search marketing data can get you in the
ballpark, we believe social media insights are now a “must-have” for understanding these
decision makers in a way that becomes truly actionable.
With that in mind, we developed this report: “How Digital Marketers Engage on Twitter”, by using
Leadtail’s Social Media Insights technology to analyze data from Twitter. We also leveraged
NetBase’s Social Intelligence Platform to gain insights into some of the consumer brands that
digital marketers engage with often.
The goal of this special report is to help you answer questions such as:
}
How do digital marketers describe themselves on the Social Web?
}
Which social networks are digital marketers active on?
}
What topics are they talking about?
}
Which media sources are these marketing professionals consuming and sharing?
}
Who are the most influential people, brands, and publications with digital marketers?
Armed with these social media insights, you can now take a more informed look at
your strategy for reaching, engaging, and influencing digital marketing professionals,
and getting them to take the actions you care about most.
2!
Leadtail Social Media Insights for Decision Makers!
3. Methodology
and
Data
Set
The methodology the Leadtail team used to create this report:
1.
Identify digital marketers active on social media based on criteria such as job title, type of
company, location etc., to create the target audience data set.
2.
Use the Leadtail Social Media Insights technology to extract insights around key social media
activities, such as what links are shared, who is mentioned and retweeted, popular hashtags,
popular platforms used to share content, etc.
3.
Review, analyze, and package these insights into this report.
The specific data set analyzed for this report is comprised of:
}
515 North American digital marketers active on Twitter during the report period
}
Includes brand, corporate, and agency marketers responsible for digital and/or social
marketing programs
}
Total of 143,856 tweets, and 69,657 shared links
}
Total follower reach: 2,418,293; median # of followers per marketer: 891
}
Tweets published between April 1, 2013 – June 30, 2013
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Leadtail Social Media Insights for Decision Makers!
!
4. Key
Takeaways
}
Digital marketers are leaders and innovators when it comes to adopting and
deploying social media and other forms of emerging media – they are the
trendsetters
}
National and local events and topics capture their attention so playing off
current news and events is a good way to engage digital marketers
}
For many digital marketers, consuming and interacting with Mainstream Media
is directly part of their job – so don’t underestimate its ability to reach and
engage this highly coveted target audience
}
While old and new media publishers have the strongest foothold with digital
marketers, some consumer brands like Starbucks, Dunkin Donuts, and
American Airlines are gaining traction by using social media
}
Certain publications, brands, and people are highly influential with digital
marketers – these are good starting points for building brand awareness
with these trend-setting marketers
4!
Leadtail Social Media Insights for Decision Makers!
5. Who
Are
These
Digital
Marketers?
5!
Leadtail Social Media Insights for Decision Makers!
6. Where
Are
They
Located?
Our digital marketers sample comes from North America - primarily the U.S.
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Leadtail Social Media Insights for Decision Makers!
!
Based on the location provided in the Twitter profile.
7. How
Do
They
Describe
Themselves?
The way these marketing professionals describe themselves on Twitter reveals
keywords that can help you reach and engage them across the Social Web.
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Leadtail Social Media Insights for Decision Makers!
Based on keywords used in the Twitter profile.
8. What
Do
They
Talk
About?
Hashtags reveal the topics and events, big and small, national and local, that
captured the attention of these marketing professionals during the report period.
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Leadtail Social Media Insights for Decision Makers!
9. Which
Social
Networks
Are
They
Ac@ve
On?
100%
Twitter
52%
Instagram
34%
foursquare
27%
Vine
25%
LinkedIn
9%
Spotify
GetGlue
6%
Pinterest
6%
Tumblr
5%
Facebook
4%
Triberr
2%
Path
2%
Yelp
2%
Quora
1%
Untappd
1%
Pandora
1%
In addition to Twitter, digital marketing pros are
active on a number of other social networks,
many of which cross post content to Twitter.
The most popular networks with digital
marketers are dominated by media-centric
platforms like Instagram, Vine, Spotify, GetGlue,
Pinterest, and Tumblr.
% of Digital Marketers that shared between this network + Twitter during the report period.
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Leadtail Social Media Insights for Decision Makers!
10. How
Do
Digital
Marketers
Engage
with
Content
on
Twi9er?
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Leadtail Social Media Insights for Decision Makers!
11. What
Apps
+
PlaLorms
Drive
Twi9er
Sharing?
The vast majority of our digital marketers use Twitter’s web interface and the distributed Tweet
button, and more than 1 in 5 use social media management tools like Hootsuite and Tweetdeck.
81%
Twitter.com Website
77%
Tweet Button
29%
HootSuite
25%
LinkedIn
20%
TweetDeck
11%
Buffer
Spotify
6%
Twitter for Mac
5%
Tumblr
5%
Paper.li
4%
Pinterest
4%
Facebook
4%
Google
4%
feedly
3%
Vizify
3%
% of Digital Marketers that published at least 1 tweet from this platform during the report period.
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Leadtail Social Media Insights for Decision Makers!
12. Which
Apps
+
PlaLorms
Drive
Mobile
Twi9er
Sharing?
With built-in social sharing provided as part of the operating system, it’s no surprise that iOS apps are
the most popular way for digital marketers to share content to Twitter when on the go.
66%
Twitter for iPhone
52%
Instagram
32%
foursquare
30%
Twitter for iPad
25%
Vine
iOS
15%
Safari on iOS
15%
Twitter for Android
14%
12%
Camera on iOS
11%
Flipboard
10%
Photos on iOS
10%
Twitter Mobile Web
GetGlue.com
Tweetbot for iOS
Echofon
6%
4%
3%
% of Digital Marketers that published at least 1 tweet from this platform during the report period.
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Leadtail Social Media Insights for Decision Makers!
13. What
Types
of
Content
Do
They
Share?
Mainstream media sites are the most common
type of content shared by digital marketers. The
majority of mainstream media content shared is
news, business, and strategy focused – typically
covering broad issues and trends.
Industry media plays an important role in defining
the conversations digital marketing professionals
have with each other, their internal teams, and
ultimately clients and customers. Many of these
publications feature submissions from marketing
thought leaders and experts, and have robust
email and social media distribution that keeps
their content in front of this audience every day.
Tools
(e.g. Feedly)
1%
eCommerce
(e.g. Amazon,
iTunes)
2%
Social Media
17%
Mainstream
Media
45%
Industry Media
35%
The social/user generated media category for
digital marketing professionals includes
everything from insightful slideshows on content
curation, to cheering on our favorite sports teams
and passing on breaking news.
The chart to the right shows the breakdown of
shared content by type.
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Leadtail Social Media Insights for Decision Makers!
% of 100 Most Popular Shared Content Sources
14. What
Are
the
Most
Shared
Mainstream
Sources?
Following are the Top 25 Mainstream Media Content Sources shared by digital marketers
during the report period, based on the number of unique marketers that shared each source.
1.
Forbes
2.
Huffington Post
3.
New York Times
11.
13.
14.
15.
4.
BuzzFeed
5.
Fast Company
16.
6.
Wall St. Journal
7.
HBR Blogs
8.
Wired
9.
Inc.
17.
18.
19.
20.
21.
22.
23.
24.
10. CNN
14!
12.
25.
Leadtail Social Media Insights for Decision Makers!
CNET News
Guardian UK
Washington Post
USA Today
The Atlantic
Gizmodo
NPR
Fast Co Create
Entrepreneur
Google
WSJ Blogs
Businessweek
CNN Money
Fast Co Design
Gawker
15. What
Are
the
Most
Shared
Industry
Sources?
Following are the Top 25 Industry Media Content Sources shared by digital marketers during
the report period, based on the number of unique marketers that shared each source.
1.
Mashable
2.
TechCrunch
3.
Business Insider
11.
4.
Advertising Age
5.
Ad Week
13.
14.
15.
16.
17.
6.
All Things D
7.
VentureBeat
8.
Social Media Today
9.
The Next Web
18.
19.
20.
21.
22.
23.
24.
10. MediaPost
15!
12.
25.
Leadtail Social Media Insights for Decision Makers!
The Verge
Digiday
Read Write Web
Hubspot Blog
Search Engine Land
Marketing Land
BizJournals
GigaOM
Mediabistro
PR Daily
Social Media Examiner
Marketing Profs
AllFacebook
eMarketer
Search Engine Watch
16. What
Are
the
Most
Shared
Social
Sources?
Following are the Top 15 Social Media Content Sources shared by digital marketers during the
report period, based on the number of unique marketers that shared each source.
1.
YouTube
2.
Instagram
3.
Foursquare
11.
12.
13.
15.
4.
Vine
5.
LinkedIn
6.
Facebook
7.
Twitter (Photos)
8.
SlideShare
9.
TwitPic
10. Pinterest
16!
14.
Leadtail Social Media Insights for Decision Makers!
Paper.li
Vimeo
Spotify
Kickstarter
Soundcloud
17. Which
Brands
and
People
Are
Most
Influen@al
with
Digital
Marketers?
17!
Leadtail Social Media Insights for Decision Makers!
18. Who
Do
Digital
Marketers
Retweet
the
Most?
There is persistent myth in
social media that content is
retweeted because the reader
likes it.
While that is certainly the
case some of the time, there
is one less obvious but
profound reason why people
retweet. They think:
“My followers will like this.”
Whether it’s because it’s timely, provocative, or topical - who gets retweeted is a reflection of
what people believe their own social audience will find relevant.
This word cloud shows the people retweeted most by digital marketers during the report period.
18!
Leadtail Social Media Insights for Decision Makers!
19. Who
Do
Digital
Marketers
Retweet
the
Most?
Following are the Top 25 People Most Retweeted by digital marketers during the report period.*
1.
@barackobama
2.
@jowyang
3.
@darrenrovell
11.
12.
13.
4.
@guykawasaki
5.
@jack
14.
15.
16.
17.
6.
@dannysullivan
7.
@jeffbullas
8.
@billclinton
9.
@corybooker
18.
19.
20.
21.
22.
23.
24.
10. @kimgarst
25.
@ariannahuff
@briansolis
@jaybaer
@buzzfeedandrew
@augieray
@tedrubin
@valaafshar
@antderosa
@garyvee
@brainpicker
@steveology
@adamkmiec
@petershankman
@prsarahevans
@markraganceo
* Based on unique # of digital marketers that retweeted the person. Ties were broken using Klout score followed by # of followers.
19!
Leadtail Social Media Insights for Decision Makers!
20. Who
Do
Digital
Marketers
Men@on
the
Most?
Another measure of influence
is how often a person is
mentioned.
Mentioning a person by name
can mean a few different
things in social media: giving
credit to someone for an idea
or piece of content being
shared, engaging someone
directly in conversation, or
giving a shout-out to a person
you’ve recently met.
In any context, being mentioned is a sign that a person is an active part of the social
conversation, and those mentioned most are the people you’ll find at the center of engaging
conversations between digital marketers.
This word cloud shows the people mentioned most by digital marketers during the report period.
20!
Leadtail Social Media Insights for Decision Makers!
21. Who
Do
Digital
Marketers
Men@on
Most?
Following are the Top 25 People Most Mentioned by digital marketers during the report period.*
1.
@jaybaer
2.
@tedrubin
3.
@garyvee
4.
@jeffbullas
5.
@barackobama
11.
12.
13.
14.
15.
16.
17.
18.
6.
@jowyang
7.
@chrisbrogan
8.
@briansolis
9.
@kimgarst
23.
10. @cc_chapman
24.
19.
20.
21.
22.
25.
@pammktgnut
@shellykramer
@guykawasaki
@dannysullivan
@darrenrovell
@dickc
@mitchjoel
@markwschafer
@aaronstrout
@hillaryclinton
@marissamayer
@davekerpen
@jack
@ekaterina
@ambercadabra
* Based on unique # of digital marketers that mentioned the person. Ties were broken using Klout score followed by # of followers.
21!
Leadtail Social Media Insights for Decision Makers!
22. Which
Brands
Do
Digital
Marketers
Retweet
Most?
As social media continues to
reshape how we communicate,
the line between “publishers”
and “brands” continues to blur.
Consumer and business
brands, all need to think (and
act!) like publishers - or said
another way, brands need to
create and share content that is
highly relevant and engaging for
their target audience, or lose
out to competitors that do.
So which brands are doing the best job creating the kind of content that engages digital marketing
professionals and inspires them to pass that content on to their social networks?
This word cloud shows the brands retweeted most by digital marketers during the report period.
22!
Leadtail Social Media Insights for Decision Makers!
23. What
Brands
Do
Digital
Marketers
Retweet
Most?
Following are the Top 25 Brands Most Retweeted by digital marketers during the report period.*
1.
@mashable
2.
@fastcompany
3.
@techcrunch
4.
@boston_police
5.
@nytimes
11.
12.
13.
14.
15.
16.
17.
6.
@huffingtonpost
7.
@buzzfeed
8.
@wsj
9.
@ap
18.
19.
20.
21.
22.
23.
24.
10. @adage
25.
@socialmedia2day
@forbes
@bostonglobe
@harvardbiz
@adweek
@theonion
@thenextweb
@inc
@hubspot
@wired
@cnet
@bostondotcom
@emarketer
@espn
@time
* Based on unique # of digital marketers that retweeted the brand. Ties were broken using Klout score, followed by # of followers.
23!
Leadtail Social Media Insights for Decision Makers!
24. Which
Brands
Do
Digital
Marketers
Men@on
Most?
Looking at which brands
digital marketers mention on
Twitter can give us yet
another perspective on the
forces that shape their views
on products, services, and
industry trends.
Interestingly, this is also
where we begin to see
consumer brands (e.g.,
@Starbucks, @AmericanAir)
that have embraced social as
a key touchpoint with their
customers.
This word cloud shows the brands mentioned most by digital marketers during the report period.
24!
Leadtail Social Media Insights for Decision Makers!
25. Which
Brands
Do
Digital
Marketers
Men@on
Most?
Following are the Top 25 Brands Most Mentioned by digital marketers during the report period.*
1.
@mashable
2.
@youtube
3.
@techcrunch
4.
@nytimes
5.
@twitter
11.
12.
13.
14.
15.
16.
17.
6.
@buzzfeed
7.
@fastcompany
8.
@forbes
9.
@harvardbiz
18.
19.
20.
21.
22.
23.
24.
10. @google
25.
@wsj
@klout
@hubspot
@huffingtonpost
@instagram
@facebook
@inc
@linkedin
@starbucks
@marketingprofs
@americanair
@adage
@vineapp
@digiday
@ap
* Based on unique # of digital marketers that mentioned the brand. Ties were broken using Klout score followed by # of followers.
25!
Leadtail Social Media Insights for Decision Makers!
26. Spotlight:
Consumer
Brands
on
Twi9er
In
collabora*on
with:
26
Leadtail Social Media Insights for Decision Makers!
27. Spotlight:
Consumer
Brands
on
Twi9er
As savvy social media users, digital marketers are comfortable engaging publishers and brands on
Twitter. In fact, while most of the 25 Brands Most Mentioned by Digital Marketers were publishers,
we found that marketers actually talked about a wide variety of traditional consumer brands and
categories, including:
Airlines
Retailers
And they’re not alone – every day millions of consumers praise the brands they love, and trash the
brands they hate on Twitter. NetBase analyzed 68,323,926 tweets mentioning these popular
consumer brands and created a Brand Passion Index for each category. In the following graphics,
the amount of chatter about a brand is indicated by the size of the bubble, while the placement of
the bubble shows both the sentiment and passion intensity.
27!
Leadtail Social Media Insights for Decision Makers!
28. Consumer
Brands
on
Twi9er:
Retail
WalMart generated the 2nd largest share of buzz, but NetBase reveals that the retailer giant has the
lowest Net Sentiment of the brands in its category.
28!
Leadtail Social Media Insights for Decision Makers!
29. Consumer
Brands
on
Twi9er:
Airlines
NetBase shows that Virgin America generated the most passion and love from online customers even
though it captured the fewest overall mentions in the airline category.
29!
Leadtail Social Media Insights for Decision Makers!
31. Conclusion
Imagine if you could listen to the daily conversations of digital marketers. How
would you use that information to better reach, engage, and influence these new
media professionals to take the actions you care most about?
For example, would it provide you insights into where to advertise, what content
to create, whom to build relationships with, and how best to develop and
implement your social media strategy? Sure it would.
We created this special report to provide you with social media insights to help
you make more informed decisions about how to reach, engage, and influence
digital marketing professionals.
And since the topics, content sources, and influencers are constantly changing
so, too, are the social media insights.
Sign up to get future social insights reports delivered to your inbox.
http://offers.leadtail.com/social-insights-report
31!
Leadtail Social Media Insights for Decision Makers!
32. About
NetBase
NetBase delivers the social intelligence that global
brands and agencies use to publish, monitor,
analyze and engage with customers in real time.
Using a high-precision natural language processing
(NLP) engine our platform processes billions of
social media posts that we can slice and dice fast
and accurately—and deliver in the dashboard you
need.
Clients include Coca-Cola, Kraft, HP, ESPN, GfK,
McCann Erickson and Taco Bell. NetBase solutions
are sold globally by SAP AG and J.D. Power &
Associates.
To hear more about how you can benefit from using NetBase social intelligence, visit
www.netbase.com, follow @NetBase or contact us @ info@netbase.com
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Leadtail Social Media Insights for Decision Makers!
33. About
Leadtail
Leadtail is an agency focused on making online
marketing and social media work for business.
www.Leadtail.com
@Leadtail, @BestB2BSocial
www.Leadtail.com/blog/
www.linkedin.com/companies/Leadtail
The Leadtail team has developed and
implemented social media programs and
campaigns for leading consumer and business
brands including TiVo, WageWorks, AlcatelLucent, Symantec, Adaptive Planning and
Peoplefluent.
Our social media insights reports have been
referenced in media publications including:
Business Insider, Forbes, Huffington Post,
MarketingProfs, CMSWire, and ERE.
Interested in collaborating on a future social insights report? Email us: advertise@leadtail.com
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Leadtail Social Media Insights for Decision Makers!