Twitter as a Marketing Media

Twitter as a Marketing Media

Marketing through twitter! Does that sound odd or is that obvious? Many people are still uncertain about the use of twitter and other social networking podium for marketing products. The truth is that these networking sites work as a great channel for marketing in more ways than one. Marketing is about presenting your product to the mass in a way that gets you the attention of the consumer. Converting this attention into a value to your business is obviously the objective. Twitter is certainly the answer to a marketer’s prayers.

We at InRev are constantly trying to challenge tools and technologies to estimate their worthiness. We have already been testing the social networking tool through our web application InRev Twitin to evaluate the usefulness of Twitter as a business accelerator. Following are some interesting finding from the InRev team.

Below is the world map, categorized with respect to the time zone. Why Time Zone? Because, in marketing, timing is a crucial factor to determine its effectiveness. In today’s global market, we need to reach out to the wide range of the audience and understanding the timing difference is the key.

World Map - Time Zones

We have collected data from twitter and prepared a report which will reveal some very important and interesting facts.

Distribution of Population and their Tweets

The first step is to understand the population of the twitter users. The following graph shows the distribution of population with respect to Time Zones. Graph1 shows that the majority of twitter users lie on GMT-5, GMT-6, and GMT-8 Time Zones. These time zones cover: Pacific Time (US & Canada), Tijuana, Arizona, Chihuahua, Mazatlan, Mountain Time (US & Canada), Central America, Central Time (US & Canada), Guadalajara, Mexico City, Monterrey, Saskatchewan, Bogota, Eastern Time (US & Canada), Indiana (East), Lima, and Quito. Furthermore, the distribution of tweets shows that the location with higher population has more tweets, which is obvious.

Graph 1 : Distribution of Population

Distribution of Population

Graph 2: Distribution of Tweet Count

Distribution of Tweet Count

The result from the above graph can be used to change your marketing strategies to increase your number of followers in twitter and to stay more visible in the online social media. This is very clear that most of the twitter user is from the western region and that their population is very large among the total population. This timing knowledge is very important here because this will give you the right time to tweet your products.

Category of People in the Twitter

Now we know that most of the twitter users are from the GMT – 5 Time Zone. Let us see what kind of people are twitting from that zone. The following tag cloud has been created by taking the description written by the people in their twitter profile.

Tag Cloud 1

Tag Cloud 1: Description of People at GMT – 5 (generated using http://www.wordle.net/)

The result clearly shows that most of the people are related to Social, Media, Web, Geek, Blogger and Marketing. Therefore, it’s evident that twitter is more popular among the marketers and media personals. This information is very important, as it shows you the profile of your audience and will certainly help to better market your product. To explore further, let’s see if this is the trend in other time zone.

Tag Cloud 2

Tag Cloud 2: Description of People at GMT – 6 (generated using http://www.wordle.net/)

Tag Cloud 3

Tag Cloud 3: Description of People at GMT – 8 (generated using http://www.wordle.net/)

Tag Cloud 4

Tag Cloud 4: Description of People at GMT + 1 (generated using http://www.wordle.net/)

The above tag clouds 2, 3 and 4 show some similarities with the GMT- 5‘s profile structure. Though, the marketing profile seems high, in terms of percentile distribution, it is only about 1.77%.

The scenario changes as we move towards east. The percentage profile of marketers changes to 0.89%. We already have a less share of population in the east and among them only few percentage of marketers. This could be due to the conservative nature of the eastern culture. We can see that the higher percentage of people in East is from blogging and student background.

Tag Cloud 5

Tag Cloud 5: Description of People at GMT + 8 (generated using http://www.wordle.net/)

Summary

All the above data analysis was carried out by taking a random population of 31691 of the current tweeter users. The cloud tag analysis was carried out with the help of tool at http://www.wordle.net/. The analysis does not present any precise statistical analysis or conversions. The goal of the analysis was to show the demographic distribution of the people on twitter and its implication on efficient marketing.

The analysis tells us that niche marketing is possible through twitter, if marketers are willingly to study the population of twitter more closely and understand them better.

Any Media or Marketing Analyst needs to segment the population to have better ROI on time they spend on Twitter; a generic line might not work.

Article by InRev, written by Deep Sherchan

About InRev

InRev Systems Bangalore Pvt. Ltd** *transforms business by making all possible information available at all times. InRev combines domain knowledge, trusted reporting structure and innovative applications to help companies advance their business decisions. It serves across all stages of Business Intelligence and Decision Management right from Data Extraction and Integration to Strategy Consulting using the intelligent insights of the business. More information can be found at http://www.in-rev.com.

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30 Responses to “Twitter as a Marketing Media”

  1. Phaoloo says:

    There are more and more internet marketers join and stay on Twitter. You must be so surprised that you can spread your voice so fast and so widely just with 140 chars.

  2. Prashant says:

    Well compiled facts & figures regarding Twitter.Keep going !

  3. Kabin says:

    Really a remarkable view towards Twitter.

  4. admin says:

    thanks glad you enjoyed- hope you subscribed to our blog- and please tell your network of business friends :)

  5. I just found a great squidoo article on twitter advertising i hope you all find interesting, http://www.squidoo.com/twitter-marketing-secrets

  6. Twitter is one of the fastest growing websites nowadays. Different types of people simply love this website, because it serves as a fantastic way for them to communicate with other people from other parts of the globe. That’s why people today are now taking advantage of Twitter by advertising their products or to advertise their businesses. You can even use Twitter to promote your web page or website in order for you to acquire targeted traffic flowing into your web site and start earning much money.

  7. Overall, Twitter can be exploited as a marketing tool if done correctly. Using twitter as a marketing tool is a subject of some argumentation in the marketing world. I have study numerous articles in favor of this technique and equally as many against it. 

  8. People who aren’t using twitter will have either not understand the power of twitter or they might not be aware of its existence. Doing some research, you can get to know the positive and successful stories of twitter and their purpose in driving traffic to your business

  9. admin says:

    yes traffic is good but so are the relationships that are formed on twitter. take care- J

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