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Measuring




John Fell & Richard Dalke
@FreshNetworks




                            www.freshnetworks.com
Measuring Twitter....
What information can I return
From the Twitter API?




                                www.freshnetworks.com
Data on Twitter
 User data: Users are at the centre of everything on Twitter: they follow,
 favourite, tweet and re-tweet.

 Friend & Follower data: Users follow each other through both
 one-way and mutual following relationships on Twitter.

 Tweet data: Tweets are the atomic building blocks of Twitter; 140 -
 character status updates with additional associated metadata. People
 tweet for a variety of reasons about a multitude of topics.

 Places & GeoUser data: Attach a place or location to tweets, or
 discover the location of tweets from all around the world.




                                                               www.freshnetworks.com
User data
Use the Twitter API to find out:
| User ID | Screename | Username | Favourites | Account restrictions | Biography | Picture | URL | Location



                                         Return user data
                                         information for up to 100
                                                                                           123213213
                                         users, specified by either
                                         user ID, screen name, or a
                                                                                                        123213213
                                         combination of the two.              123213213



                                                                                            123213213




Access the profile                                                Run a search for users, similar
image in various sizes.                                           to the ‘Find People’ button on
                                                                  Twitter.com.


   If you return extended user data information for a given user through the API,
  (specified by ID) the author's most recent status (tweet) will be returned inline.
                                                                                          www.freshnetworks.com
Friend and follower data
Use the Twitter API to find out:
Followers | Following | IF following | IF not following | Relationship to | Multiple relationships to


      IDs for every user                                                   IDs for every user the
     following the specified user.               Allows you to            specified user is following.
                                                   test for the
                                                  existence of
                                                friendship and
                                                 details about
                                               the relationship
                                                 between two
                                                     users.

   If you send 100 screen names or
   user IDs in a csv file to the Twitter
   API it will tell you the relationship to
   the authenticated user (ie, follower,
   following, no relationship).

                                                                                              www.freshnetworks.com
Tweet data
User the Twitter API to find out:
Tweet ID | Tweet content | Tweet creation date | ID of original tweet | Screen name & ID of original author



            Show user ids for up to 100 users
            who retweeted a status.
                                                         123213213      123213213   123213213   123213213




    Search up to 100 of the
    first retweets for a                                    A single status, specified by the id
    given tweet.                                            parameter, will return the author’s most
                                                            recent status (tweet) inline.




                                                                                     123213213

                                                                                            www.freshnetworks.com
Places and GEOuser data
Use the Twitter API to find out:
Selected Language | Tweet coordinates | Type of place | Place name | Country |




                                  Return information about a known
                                  place or location.

                                                                                 Search for trends via
                                                                                 place names.




      Search for
      tweets near a
      place.



                                                                                    www.freshnetworks.com
Limitations of the API
• Twitter only stores 6-9 days worth of tweets so historical search is
  limited.

• A very small percentage of tweets are accurately geo-coded,
  (estimation is about 1%).

• 150 unauthenticated (when not signed in) data request calls are
  permitted per hour to the API. 350 authenticated calls (when signed
  in) are permitted per hour.

• A search can only return 1500 results at a time.

NB: Most free tools that can be used to measure Twitter can access all
or parts of this data but usually fall victim to the API limitations


                                                            www.freshnetworks.com
Measuring Twitter....
Which measurements are
important?




                         www.freshnetworks.com
Measuring Twitter - Impressions
                    • The aggregated number of followers that
                      have been exposed to a brand/message.
A   B   C   D   E
                    • This is a top line measurement which does
                      not take into account individuals seeing
                      multiple messages.

                    • The danger of this metric is that it does not
        X             highlight if a message has spread across a
                      narrow or wide audience.


                       Impressions = 5



                                                 www.freshnetworks.com
Measuring Twitter - Reach
         C
             • The total number of unique users exposed
               to a message/brand.
         D
A
             • If an individual sees a company message
         E
               twice from different sources, the reach
         F
               figure is still only one.
 B
         G
                Impressions = 8
         H      Reach = 6




                                       www.freshnetworks.com
Measuring Twitter - Frequency
          D

              • The number of times each unique user
          E
                reached is exposed to a message.
  A
          F
              • Frequency is important as it increases the
          G     likelihood of message retention by a user.
  B
          H

                 Impressions = 12
          I
  C
                 Reach = 8
          J      Frequency = 1.5
          K




                                         www.freshnetworks.com
Measuring Twitter - Relevance

                       • Whilst it is great to reach a high
                         number of people, if the message is of
                         no interest to them, it will not resonate.

                       • It is therefore essential to reach the
     Target specific
     demographics        right people with the appropriate
                         message – be relevant.

                       • Measure reach to specific
                         demographics and then, if necessary,
                         re-target your campaign.




                                                    www.freshnetworks.com
Some initial tools to consider

Tweet Reach - http://tweetreach.com/
Useful tool with a simple user interface. Provides reach and impression data.

Twitter Analyser - http://www.twitteranalyzer.com/
For reviewing Twitter accounts. Can show reach, follower growth, follower
activity and more.

Tweet Grader - http://tweet.grader.com/
Find out specifics about people you intend to target and how the site ‘grades’
them.

Twitalyzer - http://twitalyzer.com
Useful for comparing tweets. Could be used for industry benchmarking.




                                                               www.freshnetworks.com
ROI
While you may have a high number of ‘followers’ on Twitter, it is important to
clearly demonstrate your Return On Investment (ROI) in measures that are
comparable to other marketing disciplines.

www.jenders.com/blog/2011/04/25/calculate-social-media-roi-through-
impressions/




                                                              www.freshnetworks.com
Sources
http://datasift.net/a/wp-content/themes/datasift/images/tweet_diagram.pdf

https://dev.twitter.com

http://conversation.cipr.co.uk/posts/jon.carlson/deconstructing-twitter-
analytics-for-reach-and-impressions

http://www.jenders.com/blog/2011/04/25/calculate-social-media-roi-
through-impressions/
© Copyright FreshNetworks 2011
About us
FreshNetworks is a pure-play        John Fell – Account
social media agency.                Manager

We help global brands, like         john.fell@freshnetworks.com
Telefónica, Allianz and Jimmy
Choo, engage customers,
develop advocacy and drive
sales.

Our strategies blend creative
                                    Richard Dalke – Account
concepts with technical
                                    Manager
deployment, and the metrics,
framework and key performance       richard.dalke@freshnetworks.com
indicators we set help businesses
get measurable value from social
media.

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How to measure Twitter

  • 1. Measuring John Fell & Richard Dalke @FreshNetworks www.freshnetworks.com
  • 2. Measuring Twitter.... What information can I return From the Twitter API? www.freshnetworks.com
  • 3. Data on Twitter User data: Users are at the centre of everything on Twitter: they follow, favourite, tweet and re-tweet. Friend & Follower data: Users follow each other through both one-way and mutual following relationships on Twitter. Tweet data: Tweets are the atomic building blocks of Twitter; 140 - character status updates with additional associated metadata. People tweet for a variety of reasons about a multitude of topics. Places & GeoUser data: Attach a place or location to tweets, or discover the location of tweets from all around the world. www.freshnetworks.com
  • 4. User data Use the Twitter API to find out: | User ID | Screename | Username | Favourites | Account restrictions | Biography | Picture | URL | Location Return user data information for up to 100 123213213 users, specified by either user ID, screen name, or a 123213213 combination of the two. 123213213 123213213 Access the profile Run a search for users, similar image in various sizes. to the ‘Find People’ button on Twitter.com. If you return extended user data information for a given user through the API, (specified by ID) the author's most recent status (tweet) will be returned inline. www.freshnetworks.com
  • 5. Friend and follower data Use the Twitter API to find out: Followers | Following | IF following | IF not following | Relationship to | Multiple relationships to IDs for every user IDs for every user the following the specified user. Allows you to specified user is following. test for the existence of friendship and details about the relationship between two users. If you send 100 screen names or user IDs in a csv file to the Twitter API it will tell you the relationship to the authenticated user (ie, follower, following, no relationship). www.freshnetworks.com
  • 6. Tweet data User the Twitter API to find out: Tweet ID | Tweet content | Tweet creation date | ID of original tweet | Screen name & ID of original author Show user ids for up to 100 users who retweeted a status. 123213213 123213213 123213213 123213213 Search up to 100 of the first retweets for a A single status, specified by the id given tweet. parameter, will return the author’s most recent status (tweet) inline. 123213213 www.freshnetworks.com
  • 7. Places and GEOuser data Use the Twitter API to find out: Selected Language | Tweet coordinates | Type of place | Place name | Country | Return information about a known place or location. Search for trends via place names. Search for tweets near a place. www.freshnetworks.com
  • 8. Limitations of the API • Twitter only stores 6-9 days worth of tweets so historical search is limited. • A very small percentage of tweets are accurately geo-coded, (estimation is about 1%). • 150 unauthenticated (when not signed in) data request calls are permitted per hour to the API. 350 authenticated calls (when signed in) are permitted per hour. • A search can only return 1500 results at a time. NB: Most free tools that can be used to measure Twitter can access all or parts of this data but usually fall victim to the API limitations www.freshnetworks.com
  • 9. Measuring Twitter.... Which measurements are important? www.freshnetworks.com
  • 10. Measuring Twitter - Impressions • The aggregated number of followers that have been exposed to a brand/message. A B C D E • This is a top line measurement which does not take into account individuals seeing multiple messages. • The danger of this metric is that it does not X highlight if a message has spread across a narrow or wide audience. Impressions = 5 www.freshnetworks.com
  • 11. Measuring Twitter - Reach C • The total number of unique users exposed to a message/brand. D A • If an individual sees a company message E twice from different sources, the reach F figure is still only one. B G Impressions = 8 H Reach = 6 www.freshnetworks.com
  • 12. Measuring Twitter - Frequency D • The number of times each unique user E reached is exposed to a message. A F • Frequency is important as it increases the G likelihood of message retention by a user. B H Impressions = 12 I C Reach = 8 J Frequency = 1.5 K www.freshnetworks.com
  • 13. Measuring Twitter - Relevance • Whilst it is great to reach a high number of people, if the message is of no interest to them, it will not resonate. • It is therefore essential to reach the Target specific demographics right people with the appropriate message – be relevant. • Measure reach to specific demographics and then, if necessary, re-target your campaign. www.freshnetworks.com
  • 14. Some initial tools to consider Tweet Reach - http://tweetreach.com/ Useful tool with a simple user interface. Provides reach and impression data. Twitter Analyser - http://www.twitteranalyzer.com/ For reviewing Twitter accounts. Can show reach, follower growth, follower activity and more. Tweet Grader - http://tweet.grader.com/ Find out specifics about people you intend to target and how the site ‘grades’ them. Twitalyzer - http://twitalyzer.com Useful for comparing tweets. Could be used for industry benchmarking. www.freshnetworks.com
  • 15. ROI While you may have a high number of ‘followers’ on Twitter, it is important to clearly demonstrate your Return On Investment (ROI) in measures that are comparable to other marketing disciplines. www.jenders.com/blog/2011/04/25/calculate-social-media-roi-through- impressions/ www.freshnetworks.com
  • 18. About us FreshNetworks is a pure-play John Fell – Account social media agency. Manager We help global brands, like john.fell@freshnetworks.com Telefónica, Allianz and Jimmy Choo, engage customers, develop advocacy and drive sales. Our strategies blend creative Richard Dalke – Account concepts with technical Manager deployment, and the metrics, framework and key performance richard.dalke@freshnetworks.com indicators we set help businesses get measurable value from social media.