Three unexpected Twitter insights

It has already been almost year spent at Twitter in the revenue team.
One thing I certainly enjoy about the job is that I keep discovering new ways clients are leveraging the platform.

I recently lead a panel with 3 media executives for the TwitterAU #LiveStudio event.
NigelOptus, JasonStarcom, ChristopheL’Oréal shared their campaign success stories.

From their answers to the Q&A, I captured 3 insights that went beyond the expected use of Twitter as a media channel.

1- Twitter can open doors in your organization:
Twitter is the platform that brings multi channel activations together.
It can not be treated in isolation. This makes it a powerful tool to bring multiple departments in an organization together.

2- Twitter can inform planning decisions:
The Nielsen Twitter TV rating is a perfect example to demonstrate how Twitter can influence businesses media choices.
Beyond TV data, listening and analyzing Twitter conversations can bring some very valuable insights.

3- Twitter creates unknown opportunities :
Brands that have successfully implemented real time marketing have discovered new “content” based opportunities to engage with their audience outside of their marketing calendar… i.e. “dunk in the dark

And finally, my personal touch here: Twitter can also help you discover new vocabulary .
I couldn’t help but share!

I am convinced that there might be more ways that Twitter can support marketers and advertisers.
Help us discover more, what is your unexpected way of using Twitter?

Marie Sornin

Social Media Business Benchmarking Study 2011

On May 19th 2011, Nielsen and Community Engine release the 2nd wave of their research on Australian businesses and social media.

The full report available for download here gives a tone of interesting data about the motivations and barriers for companies to engage in social marketing activities.

In a nutshell I would summarize the last 3 years as:

  • 2009: the year of growth
  • 2010: the year of consolidation
  • 2011: the year of integration

I would add that 2012 looks like it will be the year of scale!

Here is what particularly struck me in the research findings:

  • There has been a  strong push towards social with more business wanting to/ getting involved, and budget are expanding (44% of respondents) rather than being reallocated (37% of respondents)
  • Even though one in four Australian businesses have a presence on Facebook there are still very few companies that have a formal social strategy in place (17%), or social policy (23%)
  • Marketing objectives are shifting from branding relationship building and word of mouth… which expresses more maturity in the market
  • I was also surprised to see that social budgets are primarily from Direct Marketing (41%) and Print (37%) and not from digital (23%). TV which very often represents the biggest share of media expenditure doesn’t get cut: 17% (probably due the high ticket entry and low volatility of the investment)
  • ROI is not the barrier nb1 to social investment; along with establishing KPIs, it is the barrier that has declined the most since 2009. The main fears are the lack of knowledge and expertise (both internally and amongst agencies & providers) and the difficulty to allocate resources and sustain the activity. This puts the challenge on agencies to demonstrate their able to integrate thisdiscipline in their core acitivity might it be media, advertising or PR.

Some more nuggets:

  • In spite of a big growth in the integration of sharing capabilities (like, share buttons, participation…) on websites overall only 7% facilitate social shopping
  • Average # of Facebook fans: 2,252
  • Nielsen leads social listening market with 19% share; Radian6 ranks 4ths with only 6% market share.

Melanie Ingrey (@melanie_ingrey), Research Director at Nielsen, who presented the research to the industry on Wednesday. Here are her observations on the market trends (please excuse the average quality of the video as I am working on my director skills)

Thanks Melanie for your summary

More business doing social well… it also means a more competitive and aggressive market ahead!

Comments with  

Marie Sornin


Nielsen inaugural digital agency forum- Social and mobile key facts

On June 17th, the Nielsen Australia team got in front of the digital media industry in Sydney to present an update on the company’s strategy, new upcoming tools and their latest findings on social and mobile measurement:
Here is a summary of the key facts around social media and mobile

1- Social media:
All the data about who is using social media is very straight forward. It was interesting to see that Australia is setting the trend globally in terms of engaging with social media: Australians spend the most time on social sites: over 7 min in April 2010.  As comparison, the USA are just behind with approx 6 min,


Nielsen also revealed the findings of their social media marketing study, here are the highlights:
–        50% of Australian businesses agree that they risk losing touch with their customers if they don’t employ social media activities
–        They should be 71% to participate in social media by the end of 2010 (from 40% prior to 2009)
–        The main barriers to using social media are around measurement of ROI and difficulties to set up KPIs and a lack of knowledge/ expertise to get involved in social media
So as a conclusion, we could say that social media is being embraced by Australian companies but in an unstructured way and there seems to be a great need for education and measurement.

2- Mobile:
Number of daily UBs has pretty much doubled since the beginning of the year


The first ever mobile measurement was released in Market Intelligence on May 12th 2010. Nielsen is now looking at integrating mobile and web reporting with device reporting on local markets
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