Welcome to Scribd, the world's digital library. Read, publish, and share books and documents. See more
Download
Standard view
Full view
of .
Look up keyword
Like this
1Activity
0 of .
Results for:
No results containing your search query
P. 1
360i Report: Twitter Usage Across the U.S. & U.K.

360i Report: Twitter Usage Across the U.S. & U.K.

Ratings: (0)|Views: 12|Likes:
Published by 360i
360i has released a new report that explores the role of culture when it comes to how, where and with what purpose people in the United Kingdom and the United States engage on Twitter. “Twitter Usage Across the U.S. & U.K.” demonstrates the ways in which consumers of two relatively similar markets participate differently in social media, using Twitter as a proxy.

The findings from this report reveal important implications for marketers on both sides of the pond. As marketers continue to move towards a more global social marketing model to create a consistent brand presence and strengthen equity, it’s imperative to recognize the impact of culture – not only on how people perceive a brand, but also how they will relate to it in social media.
360i has released a new report that explores the role of culture when it comes to how, where and with what purpose people in the United Kingdom and the United States engage on Twitter. “Twitter Usage Across the U.S. & U.K.” demonstrates the ways in which consumers of two relatively similar markets participate differently in social media, using Twitter as a proxy.

The findings from this report reveal important implications for marketers on both sides of the pond. As marketers continue to move towards a more global social marketing model to create a consistent brand presence and strengthen equity, it’s imperative to recognize the impact of culture – not only on how people perceive a brand, but also how they will relate to it in social media.

More info:

Categories:Types, Research
Published by: 360i on Jul 22, 2013
Copyright:Attribution Non-commercial

Availability:

Read on Scribd mobile: iPhone, iPad and Android.
download as PDF, TXT or read online from Scribd
See more
See less

08/27/2013

pdf

text

original

 
Twitter Usage Across the
U.S. & U.K.
 
© 360i LLC. All Rights Reserved.
1
Executive Summary
Geography, access to technology, the popularity of certain social networks and cultural norms all influence howpeople across the globe engage in social media. This whitepaper explores the role of culture when it comes tohow, where and with what purpose people in the United Kingdom and the United States engage on Twitter. Thesefindings reveal important implications for marketers engaging consumers on both sides of the pond in socialmedia.For this study we analyzed a randomized sample of 400 Twitter posts, representative of the population of publicTwitter conversations in the U.K. and U.S. To qualify our findings, we also conducted in-depth online interviewswith Twitter users from both countries to give us perspective into the rationale behind their expressed behaviors.
Summary of Key Findings1
Twitter users in the U.S. and the U.K. prefer to engage in the platform at different points of the day.
US users are most active in the evening, whereas UK users intermittently update throughout the day as newtopics of conversation arise. Marketers will want to understand the preferred time of activity for a regionalaudience, and align their content strategy accordingly to maximize engagement.
2
Motivation for sharing varies greatly across cultures: UK users seek connection and conversation,while US users are driven by validation and self-expression.
Understanding the cultural psyche of anaudience can help marketers tailor content and messaging to better incentivize conversation and sharing. Byplaying into the motivations of an audience, brands can deliver a more relevant value exchange.
3
UK users are generally more positive than their US counterparts, and tend to avoid revealing overtly“raw emotion,” such as anger, on Twitter.
Marketers should keep this in mind when developing a socialtone of voice for their brands across different regions. Authenticity is a big factor in how brands approachconsumers in the U.S., so quips about common frustrations can help make brands more relatable. Humanizingthe brand is equally as important in the U.K., but it should be done in a way that generates a positiveresponse, as that audience is less prone to air blatant grievances in social media.
4
People in the U.S. tend to be more opinionated when interacting with brands on Twitter.
Whenevaluating consumer sentiment online, we recommend that marketers hold the U.K. and U.S. to differentstandards. This means that a slew of negative commentary coming from a US audience online might not pointto a bigger issue offline, just as a lack of demonstrated brand love from UK users might not point to a lack of emotional connection to that brand within the general population.
 
 
2
US & UK Twitter users are active at different times of theday
When comparing usage behavior across the U.S. and the U.K. – and adjusting for time zone discrepancies – wefound stark differences between the times of day when users in each region are most likely to post. Twitter users inthe U.K. are more active in late morning/early afternoon, specifically during the hours of 10 a.m. to 1 p.m.Conversely, users in the U.S. tend to be most engaged on Twitter in the evening, (after 6 p.m.). US Twitter usersindicate having more time in the evenings once they get home from work, and it is at this time when they will reflecton the events of that day and are more likely to get feedback from peers. In the U.K., users tweet throughout theday as interesting conversation topics surface, and some mention their lunch break as a dedicated time to updatetheir social media profile.
What this means for marketers:
Messaging cadence and expectations for level of consumer engagement withbrand content will vary greatly depending on the time of day. While UK consumers are active on Twitter throughoutthe day, there is a heightened possibility to catch their eye around lunchtime with relevant content. This providesbrands with an opportunity to enter timely conversations, as UK consumers keep a keen eye on current events asthe day unravels. From a content perspective, joining trending conversations in a timely fashion will likely have apositive impact on engagement.
 
 
3
UK consumers seek genuine connection, while USconsumers desire self-expression and validation
In the U.K., people are more likely to have conversations on Twitter (67 percent of the conversations sampledwere part of an ongoing back-and-fourth with another user) and they prefer to share content they feel will berelevant to their followers, such as specific advice or timely, news-related content. US users, on the other hand,are 82 percent more likely to re-tweet content (e.g. from their friends, a celebrity or a content curator), and love toshare their opinion about anything — even without being prompted.In the U.S., the need for self-expression and validation drive engagement. Said one interviewee:
“The reason I’mon Twitter is to follow my favorite celebrities; I have actually connected with a few of them and that’s what keepsme coming back. [ 
 ] I am on Twitter to express myself and make my opinion loud.” 
 UK consumers cite the desire to connect with friends and discuss interesting subjects as a motivation for platformusage:
“Twitter should be used for people to share experiences they have had, to post links to interesting articles(and videos) they have found online,” 
said a UK user we interviewed.
What this means for marketers
: In the U.S., many brands have as much clout as celebrities, so validation of consumer self-expression from a major brand could spark a meaningful, long-lasting relationship. In the U.K.,

You're Reading a Free Preview

Download
scribd
/*********** DO NOT ALTER ANYTHING BELOW THIS LINE ! ************/ var s_code=s.t();if(s_code)document.write(s_code)//-->