2. Table of Contents
Introduction
Executive Summary
Background Analysis
1. Most Recent Tweet
2. Department Breakdown
3. Hierarchy Levels
4. Top Countries
5. Employee Followers
Network Analysis
1. Total Followers
2. Most Recent Tweet
3. Top Companies
4. Top Positions
5. Top Countries
6. Audience Distribution - Following
7. Audience Distribution - Followers
8. Top Followers by Audience
Activity Analysis
1. Tweet Types
2. Influence By Hierarchy
3. Most Influential Employees
4. Shares
5. Top Shared Hashtags
6. Employee Reach
7. Engagement
Contact
www.socialook.net
3. Introduction
— We analyzed the worldwide Twitter communication of Tesco’s
employees, for the timeframe 1 - 7 April 2013.
— A total of 1459 employees and 20 corporate accounts were analyzed.
— We focused on employees that publicly mentioned their affiliation with
Tesco in their Twitter profiles.
— The report is composed of three sections:
I. Background Analysis - deals with understanding the employees
(positions, countries, etc.)
II. Network Analysis - focuses on understanding who the company’s
employees are following and who follows them
III.Activity Analysis - deals with employee activity, how influential
they are, how their company-related messages are reaching the
audience in terms of reach and engagement
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4. Executive Summary
— Most employee accounts are from the UK (759), USA (110), and Turkey (12),
no other countries have more than 10 accounts.
— Influence is not significantly affected by department.
— The total audience of corporate accounts is 2 times larger than the one of
employees, and the overlap between the audiences is around 20%.
— The audience of the accounts followed by Tesco employees is significantly
smaller than the audience of the accounts that follow Tesco employees.
— Around 1 in 9 tweets from employees, and 1 in 12 tweets from corporate
accounts, contain a URL about Tesco.
— The corporate tweets generate 3 times more engagement than employees,
but the engagement/tweet/follower is 6 times lower.
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5. I. Background Analysis
— This section analyzes the background of the company’s employees
that have a Twitter presence
— It displays the following information:
— Most Recent Tweet
— Department Breakdown
— Hierarchy Levels
— Top Countries
— Employee Followers
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6. I.1. Most Recent Tweet*
— 25% of employees active Protected Accounts 115
in the past 24h Inactive 37
— 49% active in the past 1 year+ 64
week Last Year 274
Last Month 238
— 2% inactive accounts
Last Week 357
Yesterday 361
0 200 400
*Data couldn’t be obtained for 13 accounts due to 3’rd party constraints
www.socialook.net
7. I.2. Department Breakdown
— Top 3 departments: Marketing
HR
6%
1%
— Sales (208) Sales
14%
Technical
2%
— Marketing (91) Other
76%
— Technical (30)
*The “other” category includes employees that didn’t belong to any department or didn’t have a specific position
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8. I.3. Hierarchy Levels
— 73.1% (or 1066 accounts) Top Management
2%
belong to Middle
Non-Management
Management 25%
— 27 accounts represent top Middle Management
73%
management
— 366 accounts don’t have a
management position
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9. I.4. Top 10 Countries
— 62% of employees UK 759
US 110
belonged to the top 10
Turkey 12
countries Ireland 11
Australia 5
— Most employees are from
India 5
the UK Malaysia 3
Slovakia 3
Hong Kong 3
Hungary 2
0 200 400 600 800
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10. I.5. Employee Followers
Audience Distribution
— Most employees 1,000
have less than 100 800
followers
Number of Accounts
600
— Top and Middle
400
management, each
have 1 account 200
with more than 0
0-100 201-400 601-800 1001-5000 10000+
10,000 followers Number of Followers
Middle Other Top
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11. II. Network Analysis
— This chapter focuses on understanding who the company’s employees
are following on Twitter (Following) and who follows them (Followers)
— It displays the following information about their network:
— Total Followers
— Most Recent Tweet
— Top Companies
— Top Positions
— Top Countries
— Audience Distribution - Following
— Audience Distribution - Followers
— Top Followers by Audience
www.socialook.net
12. II.1. Total Followers*
300,000
— Corporate accounts have
2x more followers than 225,000
202,327
Number of followers
employees
150,000
— Only 20% of the employee 101,217
audience overlaps with 75,000
20,754
the corporate one
0
Corporate Employees Overlap
*The data represents unique followers. If an account follows more than one employee, it is only counted once.
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13. II.2. Most Recent Tweet
Following Followers
Protected 4,947 Protected 6,701
Inactive 3,977 Inactive 5,558
1 Year + 5,212 1 Year + 6,149
Last Year 14,000 Last Year 18,605
Last Month 10,978 Last Month 14,432
Last Week 28,237 Last Week 23,959
Last 24h 41,417 Last 24h 26,041
0 25,000 50,000 0 15,000 30,000
www.socialook.net
14. II.3. Top Companies
Following Followers
BSkyB 342 BSkyB 85
Apple 79 Apple 67
O2 40
Microsoft 57
Microsoft 37
O2 50
Hewkett-Packard 27
Banco Do Brasil 32
Accenture 23
Accenture 26
Banco do Brasil 21
Hewlett-Packard 25
Starbucks 20
Starbucks 25
Samsung Electronics 13
Electronic Arts 23 Sound Cloud 12
Samsung Electronics 23 PepsiCo 11
0 100 200 300 400 0 22.5 45 67.5 90
www.socialook.net
15. II.4. Top Positions
Following Followers
Manager 856 Marketing 892
Founder 848 Manager 811
Marketing 718 Founder 642
Presenter 649 Social Media 529
Social Media 508 PR 483
Editor 502 Director 342
Journalist 499 Specialist 312
Director 485 Storage Manager 308
PR 429 Journalist 302
Head 376 Head 276
0 225 450 675 900 0 225 450 675 900
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16. II.5. Top Countries
Following Followers
GBR 44,651 GBR 42,267
USA 12,770 USA 9,274
Ireland 954 Ireland 899
Australia 792 Australia 693
Canada 742 Canada 601
Turkey 440 India 415
Malaysia 391 Turkey 365
India 277 France 192
France 255 Malaysia 163
Spain 213 Spain 160
0 25,000 50,000 0 25,000 50,000
www.socialook.net
17. II.6. Audience Distribution - Following
Audience Distribution
— Most accounts 30000
that are followed
24000
by employees
Number of Accounts
have more than 18000
29,445
1,000 followers 12000
19,571
17,824
6000 12,125 11,438
5,707 5,832
3,881 2,766
0
0-100 201-400 601-800 1001-5000 10000+
Number of Followers
www.socialook.net
18. II.7. Audience Distribution - Followers
Audience Distribution
— Most accounts 50000
that are
40000
following the
Number of Accounts
company’s 30000
employees have 20000 41,753
less than 100
10000
followers 15,332 13,544
10,700
6,743
4,227 2,833 4,422
0 1,911
0-100 201-400 601-800 1001-5000 10000+
Number of Followers
www.socialook.net
19. II.8. Top Followers by Audience
Account Followed Employee Followers Ratio
1. @inbetweenwill @hungwonka 134,599 1,234
2. @skynews @adrianharris 680,233 1,067
3. @brtweeting @clarkepatesco 721 721
4. @ianhislop @clumsymumsy 2,675,898 584
5. @antonycotton @nicklansley 513,760 637
6. @mrpeterandre @clumsymumsy 2,675,898 584
7. @peston @clarkepatesco 248,585 559
8. @gareththomas14 @hugohorton 164,579 426
9. @mrdavidhaye @craz3yk3ighl3y 883,197 379
10. @wileyupdates @martinshipley3 316,789 370
*Ratio represents the number of followers that an account has, divided by the number of people it is following
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20. III. Activity Analysis
— This chapter focuses on understanding the employees’ activity on Twitter
and on measuring the reach and engagement for tweets about the company
— It contains the following analyses:
1. Tweet Types
2. Influence by Hierarchy
3. Influence by Department
4. Most Influential Employees
5. Top Hashtags
6. Shares
7. Employee Reach
8. Employee Engagement
www.socialook.net
21. III.1. Tweet Types
— Employees are mostly
Mention
replying to others (4473 URLs 7%
10%
tweets) Reply
44%
Retweet
19%
— There are 1949 retweets
and 997 shared URLs Personal
20%
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22. III.2. Influence* by Hierarchy
— Regardless of seniority, 700
most employees 560
influence levels in the
Twitter Accounts
420
11-20 range
280
— Most employees with
140
Klout >20 belong to
0
Middle Management N/A 1-10 11-20 21-30 31-40 41-50 51-60 60+
Klout Influence Level
Middle Management Other Top Management
*Klout (www.klout.com) was used to measure employee influence www.socialook.net
23. III.3. Most Influential* Employees
Twitter Handle Influence Score
1. @nicklansley
2. @bagshaw211
3. @nigelblunt
4. @brooks3240
5. @prw25
6. @tj_hgt
7. @jamesgraham100
9. @brettjackson_9
10. @nickallen_tesco
10. @andrew_deignan
*Klout (www.klout.com) was used to measure employee influence www.socialook.net
24. III.4. Shares
— Employees share 3 times 11,000 10080
more tweets and 5
8,250
Number of Tweets
times more URLs than
corporate accounts 5,500
3318
— Employees share 45% 2,750
1100
less URLs about the 263 215 98
0
company* than Corporate Employee
Total Tweets URL Shares Company specific URLs
corporate accounts
*Defined as URLs that point to Tesco.com or contain the keyword ‘tesco’ www.socialook.net
25. III.5. Top hashtags
Hashtag Count
1. #gameinsight 121
2. #ipadgames 121
3. #ipad108 32
4. #TescoLovesBaby 30
5. #AVFC 24
6. #grandnational 24
7. #quote 22
8. #LUFC 21
9. #F 19
10. #MMM 18
11. #Tesco 18
12. #leadership 17
*Ratio represents the number of followers that an account has, divided by the number of people it is following
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26. III.6. Employee Reach*
— Employee accounts URL 8,000,000
7,208,237
for companies reach is
6,000,000
minimal compared to
Reach Levels
corporate, mainly 4,000,000
because of the small
2,000,000
number of followers
457,886 480,561
0
Corporate Employees Other
URLs
*Reach is calculated only for tweets that contain URLs about the company and measures the potential number of
people that the respective messages are reaching.
**The ‘Other’ category represents people from outside the company that are spreading company related URLs www.socialook.net
27. III.7. Employee Engagement*
Engagement Analysis
— Corporate accounts 130
128
generate only 3 times the
97.5
engagement that
Engagement
employees do 65
65
45
— The engagement/tweet/ 32.5
follower is 6 times bigger
0
for employees compared Corporate Employees Other
to corporate URLs
*Engagement represents the way an audience interacts with a tweet and is calculated by counting its retweets
www.socialook.net
28. Contact
• For questions, get in touch with Horatiu Mocian
(horatiu@socialook.net, @horatiumocian)
• This report was created by SociaLook. For more
information, please visit www.socialook.net
www.socialook.net
