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An overview of the Twitter followings of 4 major UK mobile network operators. Using data from PiQ we analysed the audiences of Vodafone, EE, Three and O2. Who's following them, how active are their audiences and how far their tweets are reaching?
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About PiQ
Social Media Listening
Poor people insight
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PiQ is built on four foundations: 1. Target audiences not keywords to track customers 24x7 2. Realtime trend detection with audiences without prior knowledge required
3. Identify influencers within relevant audiences
4. Deep content analytics at users fingertips
Market Research
Slow, not addressable
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Mobile Networks Gender Demographics
0
10
20
30
40
50
60
70
3 Vodaphone O2 EE
Percen
tage
Male
Female
Mobile Networks Activity
This shows the total activity of all the followers of the selected accounts. This graph is interesting because it doesn’t quite reflect the numbers of followers of each account. Vodafone has more followers (114K) than 3 UK (94K) and yet the 3 UK follower community tweets much more frequently. 3 UK’s followers were also the only ones to regularly tweet more on one specific day of the week: Fridays.!
EE 173K followers!
O2 235K followers!!
ThreeUK !94K followers !VodafoneUK !110K followers!!
T W T F S S M T W T F S S M T W T F S S M T W T F S S M T W
Tota
l Tw
eets
and
Ret
wee
ts
Follower Influence Analysis – PI Influence score breakdown
0!20!40!60!80!
100!120!
3 UK! Vodafone UK!
O2! EE!
Number of “Celebrities” !(PI > 80)!
15M!
52M!41M!
14M!
0!500!
1000!1500!2000!2500!3000!
3 UK! Vodafone UK!
O2! EE!
Number of “Power Users”!(50 – 79)!
0!5000!
10000!15000!20000!25000!30000!35000!
3 UK! Vodafone UK!
O2! EE!
Number of “Active” Users!(30 – 49)!
0!20000!40000!60000!80000!
100000!120000!
3 UK! Vodafone UK!
O2! EE!
Number of “Casual” Users!(PI < 30)!
8M!
54M!
32M!
23M!
10M!
4M! 11M!
12M!
3M!5M!
8M!7M!
Potential!Reach!
Celebrity followers!
Gary Lineker 91!
Gaz Beadle 88!
James McVey 86!
Bradley Simpson 83! Scott Timlin
83!DapperLaughs
75!
Gaz Beadle 88!
Phillip Schofield 89!
Example 91!
Millie Mackintosh 82!
James McVey 86!
Phillip Schofield 89!
Caitlin Moran 89!
Connor Ball 85!
Tom Daley 90!
Caitlin Moran 89!
Rylan Ross Clark 89!
Ian Wright 89!
Jahméne Douglas 85!
Gok Wan 88!
Influence (PI) Score
Tweet Performance!We looked at the top tweets from each mobile network’s Twitter account over 45 days (from June 1st – July 15th). The tweets were sorted by potential reach. Potential reach is found by finding the number of followers the account has plus the number of unique extra followers each retweeter has.
Original Reach
Retweet 1
Retweet 2
Total Potential Reach
Retweet 3
Three UK – Top Tweets!
RTs Reach Published
Win our own excess braggage by tweeting us your best #HolidayBraggie MT @IAMKELLYBROOK: love my luggage by ThreeUK
4 925K Wed 18 June 2014
You can now use your phone abroad at no extra cost in a whopping 16 nations around the world. Bellisimo! https://t.co/nvy46oAVtv
199 361K Tue 01 July 2014
Our #HolidayBraggie judges @traveldudes @adventurouskate @PommieTravels @TravMonkey @jayneytravels @BudgetTraveller http://t.co/4RJNDGpH4n
5 303K Mon 23 June 2014
Week 2 of our #HolidayBraggie competition kicks off! This week’s theme is landscapes cityscapes and rooms with a view. #HolidayBraggie
16 273K Mon 16 June 2014
Three UK have 94K followers! !Involving celebrities in tweets is often a very efficient marketing strategy – as we can see the top tweet mentioned Kelly Brook, and because she has retweeted the audience has become significantly larger than Three UK’s original 94K followers.!!Three’s “Holiday Braggie” hashtag also seems to have been particularly successful at reaching new audiences in this way.!!!
Vodafone UK – Top Tweets!
RTs Reach Published
RT @VodafoneUKhelp: Get to grips with voicemail. Watch our video for everything you need to know to get set up – http://t.co/JsodpTcbnW
4 442K Thu 19 Jun 2014
The latest #4G smartphones form Vodafone: Meet the Vodafone Smart 4 turbo & Vodafone Smart 4 power http://t.co/Fj4VEJJCCt
5 426K Sat 12 Jul 2014
RT @VodafoneFirsts: OTY go from unsigned band to stadium showstopper. #First @otyofficial @CapitalOfficial http://t.co/BTdEj4LSOo
3 425K Wed 25 Jun 2014
Watch @OTYOfficial experience their #First stadium show at #CapitalSTB. Check out the full story here http://t.co/Wkv43X8brN
282 281K Thu 26 Jun 2014
Vodafone UK have 110K followers! Getting hundreds of RTs is not necessarily going to mean a higher potential reach, as Vodafone’s best tweets show.!!Big ‘influencers’ can help spread a brand’s message further than a large number of less influential users.!!The extent to which people actually listen to an influencer, of course, will also vary depending on how much authority they have in the field.!!
O2 – Top Tweets!
RTs Reach Published
The nation’s felines tuned into @ITV for #SecretLifeOfCats. Snap pics of TV watching cats for a glorious retweet. http://t.co/obWoaq3UYb
43 759K Mon 02 Jun 2014
@mariafowler We hope we entertained you :P
1 677K Tue 08 Jul 2014
#GetOnYourBike for this year’s @letour. Could win a @Movistar_Team bike ridden by the team – http://t.co/QJjuEvgqlu http://t.co/dl71iMJZHE
3 425K Wed 25 Jun 2014
@Garethmcgrillen Hi Gareth, do you need help with anything?
1 397K Fri 04 Jul 2014
O2 have 235K followers! !The #SecretLifeOfCats hashtag is part of O2s new marketing strategy to ‘Be More Dog’, in which they have involved ITV.!!The partnership has worked for them on Twitter, the tweet that ITV retweeted got the highest reach.!!O2 have also responded to famous celebrities in the next two examples, who retweeted and consequently increased the reach dramatically!
EE – Top Tweets!
RTs Reach Published
Hello @glastofest! Pop down to the Recharge Tent or swap your festival Poewr Bar at our station to stay connected. http://t.co/CBmoJOa4IG
14 673K Thu 26 Jun 2014
@sexydjbabylynn Hi, sorry to hear this. Could you follow us and drop us a DM with your mobile number and full name and we can take a look.
1 463K Wed 09 Jul 2014
Heading to @GlastoFest? Check out our official app and festival Power Bar. Thanks @TechRadar! http://t.co/Afl8Uge8KD
111 299K Fri 20 Jun 2014
#SELFIE http://t.co/xNg8XtW93m 108 297K Wed 04 Jun 2014
EE have 173K followers! !EE had set up a joint venture with Glastonbury Festival, one of the most popular Festivals in the UK. !!They gained a lot of publicity and reach through Glastonbury’s own Twitter account retweeting the phone charge service that EE would be providing during the event.!!
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