.Top Brands in German Twitter Analysis of 133 brands in 20 Categories in tweets in German September 2009 ↘ Sample Definition ↘ All 20 Categories ↘ Results ↘ Top Categories ↘ Top Brands and Brand Distribution ↘ Number ONE Brand and tweet story ↘ Top Twitter Users ↘ Hashtags and Retweeting ↘ Conclusions

1. .Top Brands in German Twitter
Analysis of 133 brands in 20 Categories in tweets in German
September 2009

2. Contents
↘ Sample Definition
↘ All 20 Categories
↘ Results
↘ Top Categories
↘ Top Brands and Brand Distribution
↘ Number ONE Brand and tweet story
↘ Top Twitter Users
↘ Hashtags and Retweeting
↘ Conclusions

3. .Sample Definition

4. Sample Definition
Global brands and local brands
↘ Source: www.interbrand.com and relevant local brands (Lufthansa, Bionade)
Data gathering Technology
20 Categories E.Life Tweetmeter uses Twitter Search API to gather
133 Brands any tweet mentioning one or more of the 133 brands
from 17th August till 31th August.
23083 tweets.
8489 Twitter unique users.

5. All 20 Categories
133 brands distributed in 20 Categories
↘ E.Life Tweetmeter collected tweets including on of the 133 brands.
A-B E-F-I K-L-M-O S-T
Airlines Eletronics Cosmetics Shoes and
Cars Food Credit Cards Sportwear
Car tires Beverages Smartphones
Luxury brands Supermarkets
Banks Fastfood chain
Clothing Retail Furniture, Eletronics Telecom
Beer IT and other chains
Operating Systems

6. .Results

7. Top Categories
Retail:
3,38%
Operating Systems: 8,27% IT: 4,76%
IT
Auto
Telecom: 7,69%
7 Categories, out of Electronics
20, accounts for 65.66% Smartphones
Telecom
of the buzz
Operating Systems
Auto: 9,64%
Retail
Smartphones: 10,78%
Electronics: 11,13%

8. Top 10 Categories
Shoes and Sportswear 1,89%
Fast food 2,85%
Supermarket 3,68%
Furniture, Eletronics and other chains
5,61%
Operating systems
8,80%
Telecom
10,18%
Smartphones
10,78%
Electronics
14,45%
Auto
15,30%
IT
16,77%
0,00% 2,00% 4,00%
6,00%
8,00%
10,00%
12,00%
14,00%
16,00%
18,00%
The top 10 categories represent 90.32% of all tweets, i.e. 20849 tweeets.

9. Laggards
Autotyres 0,06%
Cosmetics 0,13%
Credit Cards 0,31%
Luxury brands 0,93%
Beverages 1,11%
Food 1,15%
Bank 1,31%
Beer 1,38%
Clothing Retail 1,56%
Airlines 1,74%
0,00% 0,20% 0,40% 0,60% 0,80% 1,00% 1,20% 1,40% 1,60% 1,80%
↘ Luxury brands, Credit cards, Cosmetics and Autotyres accounted for less than 2% of
the buzz.

10. Top 10 Brands
↘ Apple (9.02%)and IPhone
#1 Apple (9.35%) have together circa
18.37% of the Buzz.
IPhone
#2 ↘ Sony has 4.69% of the Buzz.
↘ Microsoft has 3.83% of the Buzz.
#3 ↘ Linux has 3.71% of the Buzz.
↘ IKEA has 3.38% of the Buzz.
Microsoft, Linux and IKEA have almost the same share of Buzz. IKEA is the only retail store brand
in the ranking.

11. Top 10 Brands
↘ Opel has 3.30% of the Buzz.
#4 ↘ Nokia has 3.28% of the Buzz.
↘ O2 has 3.24% of the Buzz.
#5 ↘ Android has 2.58% of the Buzz.
Opel, Nokia and O2 have also almost the same share of Buzz. Opel is the only car
brand in the ranking.
The top 10 brands represents 46.38% of all tweets, i.e. 10705 tweeets.

12. Top brands: positions 1-20
Samsung 1,42%
Blackberry 1,43% ↘ Among the top 20 brands in
LG 1,75% Twitter/Germany:
Mercedes 1,81% ↘ 9 are Technology related:
HP 1,91%
Apple, Sony, Microsoft, Li
Windows 1,98%
nux, Android, Windows,
T-Mobile 2,07%
Porsche 2,16%
HP, LG, Samsung.
BMW 2,37% ↘ 6 are Telecom related:
Vodafone 2,39% IPhone, Nokia, O2, Vodaf
Android 2,58% one, Blackberry and T-
O2 3,24%
Mobile.
Nokia 3,28%
Opel 3,30% ↘ 4 are Auto brands:
IKEA 3,38% Porsche, BMW, Opel und
Linux 3,71% Mercedes.
Microsoft 3,83%
↘ IKEA is alone in its
Sony 4,69%
category as the top 6th
Apple 9,02%
IPhone 9,35%
brand.
0,00% 2,00% 4,00% 6,00% 8,00% 10,00%

13. Brands Distribution
34,34%
46,38%
Top 10 Brands
Top 11-20 Brands
The 103 brands left
19,27%

14. Brands Distribution
34,34%
Top 20 Brands
65,65% The 113 brands left

15. Top #1: IPhone tweet story*
#1 Mentioned in 2159 tweets.
1353 Twitter users have written about IPhone.
IPhone
RT @SevenSnap, die neue Entertainment Shopping
@fscklog 46
App für das iPhone, verlost ein MacBook Pro. Ich bin
aufpreis 49
dabei http://de.sevensnap.com/win.php 68
entertainment
shopping 68
@sevensnap 68
RT @fscklog: iPhone-Besitzer mit Complete- ipod 69
Verträgen der 1. Generation werden Tethering laut 3gs 83
Telekom ohne Aufpreis nutzen können. | *tanz* tethering 85
macbook 86
apple 109
iPhone: ftw / E-Plus Netz: zum kotzen.Von daher app+apps 350
schon verständlich dass sich Apple die Dt. 0 50 100 150 200 250 300 350
Bundespost ausgesucht hat. Ach alle Telkos sucken
*Tweetstory is E.Life Tweetmeter automatic summarizing tool.

16. .Top Twitter Users

17. PetraSuetterlin 11959
LG
dutchcowboys 12403
Samsung
mediapersonal 14866
HP
saschalobo 15226
Apple, Vodafone
Werbedisplay 16325
BMW,Sprite,Praktiker
TorstenNeumann
24859
Nokia
macTweeter
Samsung 45843
DirkHenningsen
Ford 47096
OlDigitalEye
Canon,Aldi 60628
0
10000
20000
30000 Followers
40000
50000
60000
70000

18. Top Brands according to exposure (no. followers)
Linux 139.832
Vodafone 142.089
Opel 145.554
Android 165.696
O2 185.385
Nokia 193.919
Sony 211.852
Microsoft 226.157
Apple 325.424
IPhone 352.957
0 50000 100000 150000 200000 250000 300000 350000 400000

19. Top German Cities and Twitter users
Düsseldorf
Hannover 131
148 4%
Stuttgart 5%
177
Berlin
6%
893
30%
Frankfurt
195 Berlin
6%
Hamburg
Munich
Cologne
Cologne
Frankfurt
333
11% Stuttgart
Hannover
Düsseldorf
Hamburg
Munich
624
504
21%
17%

20. .Hashtags

21. Top hashtags
#microsoft 175
#linux 176
#o2 179
#sony 180
#vodafone 188
#android 202
#ikea 221
#fail 348
#apple 524
#iphone 695
0 100 200 300 400 500 600 700
↘ Hashtags are very popular: 3602 were identified, almost 1 hashtag for every 6.4
tweets.

22. Categories and hashtag #fail
Bank 1,15%
Airlines 1,72%
Supermarkt 2,59%
Auto 3,74%
Operating systems 5,17%
Furniture, Eletronics and other chains 5,17%
Eletronics 8,33%
Smartphones 14,08%
IT 24,71%
Telecom 29,60%
0,00% 5,00% 10,00% 15,00% 20,00% 25,00% 30,00%
348 tweets contained the hashtag #fail (1.51% of total tweets).

23. .Retweeting

24. Brands more retweeted
LIDL 9
Linux 10
Nokia 10
Windows 10
Android 11
IKEA 11
O2 15
Microsoft 23
Apple 31
IPhone 38
0 5 10 15 20 25 30 35 40
LIDL is the 10th brand more retweeted, it is also the only that is not in the top 10 brands.

25. Users more retweeted
18,75%
17,19%
12,50%
10,94%
9,38%

26. .Conclusions

27. ↘ Concentration: few brands concentrate most of the Buzz.
↘ Technology, Telecom and Auto are the top categories.
↘ IKEA has a big presence in Twitter already (the GEEK factor) ☺.
↘ Marketing promotions have a direct impact in tweet volume (see @sevenSnap MacBook
promotion).
↘ As shown in the example of the IPhone, thousands of tweets can be automatically
summarized to give an idea of what is the buzz core.
↘ Top influentials do not necessarily talk about the top brands.
↘ Big cities are big in Twitter: Berlin, Hamburg, Munich and Cologne accounts for 79% of all
Twitter Buzz.
↘ Hashtags are big in Twitter and a great way to identify trends, see the #fail example.
↘ Top brands are in general also the most retweeted. Exception was LIDL that did not make it
the global ranking but is however very often retweeted.

28. Some E.Life Customers

30. Jairson Vitorino
jairson@elifemonitor.com
http://www.elifemonitor.com