Oranjekoorts: Voetbal als innovatief Marketing Instrument...Analysis of the session 'Oranjekoorts: Voetbal als innovatief Marketing Instrument' created with Tweet Category 1 OVERVIEW

Oranjekoorts: Voetbal als innovatief Marketing

Instrument

Oranjekoorts: Voetbal als innovatief Marketing

Instrument

#Blijfbij

Platform Innovatie in Marketing

Date: 05/28/2014

Analysis of the session 'Oranjekoorts: Voetbal als innovatief Marketing Instrument' created with Tweet Category

Analysis of the session 'Oranjekoorts: Voetbal als innovatief Marketing Instrument' created with Tweet Category 1

OVERVIEW

Session PIM bijeenkomst #BlijfbijIntroduction: Mooie bijeenkomst bij KNVB

Statistics

81total tweets 24users

20Retweets

36Tweets

1Replies

4Links

0Check-ins

20Pictures

191.972 ImpressionsPotential impact

3,4Tweets per user

65.002 UsersPotential reach

2.708Followers per user

Categories

Category Total tweets

% OriginalTweets

RT Users

Non categorized 31 38 24 7 12Pictures 28 35 20 8 16Interesting 8 10 5 3 5Links 6 7 4 2 5Replies 1 1 1 0 1

Charts

num. tweets

time

2

00:0022 may

0

16:00

1

08:0023 may

0

00:0024 may

0

16:00

0

08:0025 may

0

00:0026 may

1

16:00

67

08:0027 may

3

00:0028 may

num. users

num. followers

0

0-50

3

50-100

1

100-150

1

150-200

1

200-250

3

250-300

0

300-400

1

400-500

1

500-750

5

750-1000

3

1000-1500

3

1500-5000

0

5000-10000

2

>10000

num. tweets

per user

num. users

141

42

03

04

15

5>5

Most Active Users

pimonline13

tweets2235followers

rwh_at13

tweets779

followers

olafouwerkerk8

tweets431

followers

4 MTribune7

tweets13401

followers

5 ArendJanNijhuis6

tweets256

followers

6 tindencleef5

tweets1048followers

7 DekkerDave2

tweets248

followers


CATEGORIES

Ranking of Categories. Top categories with the highest number of:

Potential Reach

Pictures

Interesting

Links

4 Replies

5 -

Potential Impact

Pictures

Interesting

Links

4 Replies

5 -

Users

Pictures

Interesting

Links

4 Replies

5 -

Number of tweets

Pictures

Interesting

Links

4 Replies

5 -

Retweets

Pictures

Interesting

Links

4 -

5 -

Charts

Impressions per category Tweets per category Users per category

Categories

Category Total tweets

% OriginalTweets

RT Users Impressions Potential Reach Tweets/User

Followers/User

Non categorized 31 38 24 7 12 67.444 23.786 2,6 1.982Pictures 28 35 20 8 16 109.269 58.684 1,8 3.667Interesting 8 10 5 3 5 7.787 3.994 1,6 798Links 6 7 4 2 5 7.041 4.806 1,2 961Replies 1 1 1 0 1 431 431 1,0 431


USERS

Statistics

24 6,0 3,4 7.999Number of users

Number of usersper category

Number of tweetsper user

Number of impressionsper user

Top 5 users

Most active users

pimonline13

tweets

rwh_at13

tweets

olafouwerkerk8

tweets

4 MTribune7

tweets

5 ArendJanNijhuis6

tweets

Most popular users

barbarabarend34.769followers

MTribune13.401followers

nvorstermans2.879

followers

4 pimonline2.235

followers

5 EVriese1.552

followers

Users with the highest impact

MTribune93.807

impressions

barbarabarend34.769

impressions

pimonline29.055

impressions

4 rwh_at10.127

impressions

5 tindencleef5.240

impressions

Most participative users

olafouwerkerk3

num. categories

pimonline3

num. categories

rwh_at3

num. categories

4 AljandeBoer1

num. categories

5 ArendJanNijhuis1

num. categories

Retwitters

rwh_at4

num. of RTs

olafouwerkerk3

num. of RTs

pimonline3

num. of RTs

4 Julia_Wiegman2

num. of RTs

5 DekkerDave1

num. of RTs

Most original users

pimonline10

original tweets

rwh_at9

original tweets

MTribune7

original tweets

4 ArendJanNijhuis6

original tweets

5 olafouwerkerk5

original tweets

Charts

2708Followers per user

influence level0

Very low0 to 10

followers

0Low

10 to 50followers

5

Medium-low50 to 200followers

5

Medium200 to 500followers

6

Medium-high500 to 1000

followers

6

High1000 to 5000

followers

2

Very high>5000

followers

HIGH INFLUENCE


USERS LIST

pimonlineTotal Tweets: 13

rwh_atTotal Tweets: 13

olafouwerkerkTotal Tweets: 8

MTribuneTotal Tweets: 7

ArendJanNijhuisTotal Tweets: 6

tindencleefTotal Tweets: 5

DekkerDaveTotal Tweets: 2

Julia_WiegmanTotal Tweets: 2

MBoeleTotal Tweets: 2

RensDietzTotal Tweets: 2

AljandeBoerTotal Tweets: 1

EVrieseTotal Tweets: 1

EvelineRoodersTotal Tweets: 1

GuidonvdBergTotal Tweets: 1

NielsWeertsTotal Tweets: 1

QuickScanTotal Tweets: 1

RogerBloemTotal Tweets: 1

WiekeWijthoffTotal Tweets: 1

barbarabarendTotal Tweets: 1

jeroenJHSTotal Tweets: 1

maartenvreulsTotal Tweets: 1

nbekkersTotal Tweets: 1

nvorstermansTotal Tweets: 1

selvischulpenTotal Tweets: 1


CONCLUSIONS

Mooie bijeenkomst met prima presentaties.


Annexes


TWEETS BY CATEGORY

Category

PicturesTweets with pics

20 16 8 58.684 109.269 1,2tweets users retweets potential reach potential impact tweets /

user

Most Active Users

1.MTribune2. rwh_at

3. tindencleef4.pimonline

5.olafouwerkerk

Tweets from this category

@MBoeleMarc Boele

“@nbekkers: Leuke quiz van Hans Jorgen Nicolai tijdens de Oranjekoorts sessie #blijfbij #pimonline http://t.co/uu8NLIuti5” the winner ?

18:22 - 27 May 14

@MTribunemarketingtribune

Barbara Barend over de held als merk en medium zoals Beckham, Ronaldo en Van Persie #blijfbij http://t.co/7oKt71jcGB

16:26 - 27 May 14

@RensDietzRens Dietz

Leuk! @barbarabarend trekt de cijfers voor haar preso uit m'n #sportnext-blog http://t.co/kyZmOIM3N2 :-) #blijfbij http://t.co/Xfw23vRFEL

16:44 - 27 May 14

@pimonlinePIM Updates

Nu op het podium: @538. Zij verklappen aankomende reclamecampagnes waarin 538 partnert met andere merken #blijfbij http://t.co/wPd6LQqpBd

16:55 - 27 May 14


538 komt met Oranje Top40 op 13 juni met de voorkeuren van alle spelers van het Nederlands elftal #knvb #blijfbij http://t.co/kfpo1ObXul

17:03 - 27 May 14

@nbekkersNicole Bekkers

Leuke quiz van Hans Jorgen Nicolai tijdens de Oranjekoorts sessie #blijfbij #pimonline #KNVB http://t.co/DsRkksSKDa

17:10 - 27 May 14

@olafouwerkerkOlaf Ouwerkerk

#blijfbij http://t.co/mxtJbvEXab

17:12 - 27 May 14

@tindencleefTim Indencleef

En we doen doen nog een rondje! (met @RogerBloem) #blijfbij http://t.co/IBkYGqEy6g

17:32 - 27 May 14


Trots op de samenwerking vanavond met @knvb! #blijfbij http://t.co/ZhbibpTMXO

17:47 - 27 May 14


Ah, de gadgets van Heineken zijn aan de beurt! #blijfbij http://t.co/dy4LVvWlhw

18:06 - 27 May 14

@RogerBloemRoger Bloem

Yes! Brand Manager Heineken gaat vertellen over de WK Campagne van dit jaar. #Heineken #blijfbij http://t.co/9KrfYpRv9Z

18:07 - 27 May 14


Oranje is Heineken’s 4e communicatiepilaar. #blijfbij http://t.co/XT055S5EOZ

18:11 - 27 May 14

@rwh_atrwh_at

#sambaselfie.. Mooie actie van Heineken tijdens dit WK #Blijfbij http://t.co/eEpGhw1e48

18:24 - 27 May 14


HAA! Toch nog @versereclame on stage! #blijfbij http://t.co/sNIPZut4R5

18:29 - 27 May 14


#knvb #tmg #blijfbij http://t.co/gdiNLmPRaj

18:42 - 27 May 14


En cadeautje van Telegraaf! #knvb #blijfbij http://t.co/8ds5PD0hRM

18:50 - 27 May 14


@maartenvreulsMaarten Vreuls

Welke 10 bedrijven worden het meest met oranje geassocieerd? #blijfbij http://t.co/hnZq2zRRU9

19:33 - 27 May 14

@EvelineRoodersEveline Rooders

Leuk sessie van #pimp. #Oranjekoorts Hoe scoren #knvb #telegraaf #Heineken#radio538 met hun campagnes? #blijfbij http://t.co/yN8bOzRLYT

19:44 - 27 May 14

@olafouwerkerkOlaf Ouwerkerk

Fijne avond van @pimonline achter de rug over Oranjekoorts & Marketing. Ik ben klaar voor het WK! #blijfbij http://t.co/ZoM5xeMvPQ

21:09 - 27 May 14

@NielsWeertsNiels Weerts

Dat was weer een leuke @pimonline sessie bij KNVB in Zeist! #blijfbij http://t.co/0Cg5aQPEcG

21:39 - 27 May 14

@EVrieseEls Vriese

Dank @Beeckestijn en @Pimonline voor inspirerende themasessie 'Oranjekoorts' @KNVB #blijfbij http://t.co/wQcVE2xPXr

22:06 - 27 May 14


TWEETS BY CATEGORY

Category

LinksTweets with links excluding pics and check-ins

4 5 2 4.806 7.041 0,8tweets users retweets potential reach potential impact tweets /

user

Most Active Users

1.pimonline2.ArendJanNijhuis

3.WiekeWijthoff4.olafouwerkerk

5. rwh_at

Tweets from this category

@WiekeWijthoffWieke Faber-Wijthoff

RT @pimonline: We interviewden @ConsVanNispen over Heineken en Oranje, lees het interview op onze blog: http://t.co/EEDlgbH77v #blijfbij #w…

19:46 - 27 May 14


Wil je weten hoe @telegraaf invulling geeft aan de marketing van Oranje op het #wk2014? Leer ’t tijdens: http://t.co/hHHniJ182G #blijfbij

11:20 - 22 May 14


Leer alles over de marketingcampagne van Heineken rondom Oranje, volgende week dinsdag bij de KNVB: http://t.co/hHHniJ182G #blijfbij

11:43 - 22 May 14

@ArendJanNijhuisArend-Jan Nijhuis

Als marketeer scoren tijdens het #WK2014? Leer van #KNVB, #Heineken, #538 @barbarabarend tijdens: http://t.co/FnkqIRsbgO #blijfbij

10:56 - 23 May 14

@rwh_atrwh_at

Presentje tijdens #PIM bijeenkomst. Erg leuk! Hartelijke dank Telegraaf.. #Blijfbij http://t.co/q1Nn7JfI2I

20:31 - 27 May 14


Glossary


Page 1: General Overview: This page shows at a glance the evolution and the global statistics of the session.

Statistics

− Number of Tweets: Total number of Tweets sent during the session, RTs and replies included. It is shown below, a breakdown of the types of tweets: original tweets (those containing text only) tweets with links, retweets, conversations (tweets as part of a conversation between several users), check-ins and photos.- Number of users: Total number of users who participated in the session using the given hashtag. It also includes users who only sent RTs.- Potential Impact: Number of impressions of the hashtag, which is the number of times that people could have seen the hashtag. This is important because it tells you how many times it has been possible to visualize the hashtag. This number is calculated by multiplying the number of followers of each user by the number of number of Tweets and adding those results. Example: If a user sends 2 tweets and he has 100 followers, the number of impressions generated by the users would be 200. If another user sends 3 tweets and he has 50 followers, the number of impressions generated by this person would be 150 which would make a total of 350 impressions of the session.- Potential Reach: Number of users who have been unable to see the hashtag and could have been impacted by the hashtag. This number is calculated by adding all the followers of each user who participated in the session. Using the previous example, if the session had 2 users, one with 100 followers and the other one with 50, the reach will be 150 followers, regardless of the number of tweets sent. IMPORTANT: both the impact and reach are 'potential' because not everyone may have seen the hashtag and users can have other users in common.- Average number of Tweets per user: this number is the average of Tweets sent per each user. This number is calculated by dividing the number of tweets between the number of users who have participated. RTs included.- Average followers per user: the average number of followers that users of the session have. This figure indicates how influential are the participants in our session. Given that the average number of followers that a Twitter user has is about 250, you can calculate if participants in your session exceed that average. This number is calculated by dividing the sum of followers by the number of users who have participated.- Difference between “Total Tweets” and Tweets: The “Total Tweets” include RTs, links, replies, links and 'Tweets'. 'Tweets' are the ones containing only text.

ChaRTs

There are different types of graphs in the report Tweet Category:

− Temporal Evolution: shows the time evolution of the tweets sent by users. Tweet Category takes the first and last tweet and draws the timeline of the session. Thanks to this chart you will be able to identify the moment people tweeted the most or the least.

− Influence of Users: shows the influence of the users who participated in the session. On the vertical axis you will find the total number of users and on the horizontal one, the number of followers of those users. As we move to the right part of the graph you will see the users who have a greater number of followers and therefore influence. The higher the columns on the right, the higher influence of your users.

− User activity: shows the number of tweets sent by users. The vertical axis shows the number of tweets sent and the horizontal one the number of users who have participated.

Page 2: Statistics of the categories: on this page you will find the detailed statistics for each category.

Rankings of categories:

This ranking shows which categories have reached the top 5 according to several statistics. It is interesting to note that although a category may have a greater number of tweets that another one, it could have a minor number of impressions (lower impact). The rankings show the categories with the highest reach, impact, number of users, number of tweets and number of RTs.


ChaRTs:

− Impact by category: This graph shows which category has the highest number of impressions and therefore the highest impact.− Tweets by category Chart: This chart shows which category has the highest number of total tweets.− Users by category Chart: This chart shows which category has the highest number of users.

Table of categories:

This table shows detailed statistics for each category; these statistics are the same variables as the global statistics of the session but applied to each of the category. Thus you can see which category gets more impact, more users, and so on. It is worth taking a second to consider this table as very interesting conclusions can be obtained from it.

Page 3: User Rankings

Tweet Category offers different kinds of user rankings:

− Most active users: the ones who tweeted the most using the hashtag. RTs included.− Most popular users: the ones who have the highest number of followers in the session.− Users with the highest impact: the ones who generated the highest number of impressions.− Most participative users: the ones who participated in more categories.− Most retweeter users: the ones who sent the highest number of RTs.− Most original users: the ones who sent the highest number of original tweets (No RTs).

Documents

Oranjekoorts: Voetbal als innovatief Marketing Instrument...Analysis of the session 'Oranjekoorts: Voetbal als innovatief Marketing Instrument' created with Tweet Category 1 OVERVIEW