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CONSUMER-CENTERED MONITORING
Twitter Users in Miami: who are they?
April 2014
2004 2011 2012 2013
E.LIFE
Mexico, DF
Recife
São Paulo
Frankfurt
Madrid
Lisbon
GLOBAL OFFICES
Adelaide
Miami
“Every successful company of the future
will be a data-driven company.”
First generation tools
www.getdatabliss.com
Preferences
Places People
Buzz
Monitor
Pricing
Consumer-Centered
First
generation
tools
Brand-Centered
www.getdatabliss.com
Preferences
Places People
Bio
Brand Mentions
Intention / Action
Apps
RTs
Price or cost Mentions
Brand mentions
Buying intention
Location
Check-ins
Bio
Brand mentions
Intention / Action
Personality Traits
Buzz
Monitor
Pricing
www.getdatabliss.com
Monitoring
Analytics Big Data
Buzz
monitor
Social CRM
How?
Deep profiling
Methodology Consumer-Centered Media
Our goal was to profile locals or tourists Miami.
Buzzmonitor 5.000 Twitter users who checked-in Miami places during the
last semester and analyzed their timelines.
360.000 tweets analyzed between 01/01/2014 a 04/09/2014
RESULTS
General Profile of who have been in Miami
Total: 224.709 tweets
Where are they from? (%)
Men: 64%
Women:
36%
According to Miami
Beach Tourist
Demographics, Men are
68% of Miami’s visitors,
and women are 32%
Gender (%)
USA – 75% of total, been the top 10 States (% of USA):
Other countries – Top 10 countries (% of other countries):
71,3
12,3
3,1 2,3 2,1 1,6 1,6 1,1 0,8 0,7
Florida New York California DC Illinois Pennsylvania Atlanta Texas New Jersey Arizona
29,9
10,7 10,6
5,7 5,5 4,9 3,7 3,3 2,7 2,5
Brazil Mexico Argentina Colombia Chile Venezuela Paraguay Turkey England Panama
General Profile of who have been in Miami
Family
4.259 tweets from people who write on their bio to be
fathers
2.454 tweets from people who write on the bio to be
mothers
7.155 tweets from people who write on their bio to be
married
General Profile of who have been in Miami
12,2
11,7
10,6
8,9
8,1 8,1
7,1
5,9
5,4
4,1
3,3
Profession (%) Language (%)
English – 92,0%
Spanish – 2,8%
Portuguese – 2,2%
Source: 75.000 posts Source: 360.000 posts
General Profile
Apps (%)
0,4
0,5
0,5
0,5
0,6
0,6
0,6
1,1
1,3
1,3
1,3
1,9
1,9
2,0
2,2
7,0
7,9
9,7
22,1
28,9
plume for android
twitter for android
twitter for blackberry
tumblr
twitter for mac
tweetlogix
twittascope
ios
tweetdeck
hootsuite
tweetbot for ios
twitter for ipad
facebook
tweet button
echofon
web
twitter for android
instagram
foursquare
twitter for iphone
74,4% of the posts were made
from mobile platforms
1/3 of the posts from iOS
platforms
8,8% of the posts from Android
platforms
Source: 360.000 posts
PLACES VISITED
Places Visited
Check - ins (%)
Beaches – 28,6% Airport – 20,0% Bars – 8,9%
Parks – 5,3% Hotels – 4,6%Coffee shops – 7,5%
Restaurants – 8,4%
Source: 23.210 posts
TV
TV
TV Shows (%)
Source: 2.952 posts
6,4
7,5
11,6
12,4
52,4
House of Cards
The Walking Dead
Game of Thrones
Scandal
Oscar
16,4
15,0
13,2
10,5
2,0
Ellen
Degeneres
The Oscar's
selfie
Oscar for
Venezuela
Bradley Cooper The Oscar's
pizza
Highlights (% of Oscar’s buzz)
TV
Source: 2.952 posts
7% of the posts
related people
watching Netflix
31,8% of the posts used the TVTag’s (ex Get Glue) hashtag to tell
their social networks what they were watching.
This platform uses gamification strategies to attract and generate
frequent users. The more they watch TV programs and tell it to
their networks, the more stickers they get as a prize. Those badges
are used therefore as an identification of an frequent user.
63% of the posts
related people
watching Youtube
MUSIC
Music
Singers and bands (%)
Source: 2.313 posts
1,9
2,9
5,8
8,6
8,7
14,9
19,8
33,3
Nicki Minaj
Coldplay
Justin Timberlake
Lard
Beyonce
Miley Cyrus
Drake
Justin Bieber
Justin Bieber’s arrest was Miami’s hot
topic. As well his single with Selena
Gomez.
Music
Top radios (%)
Source: 330 posts
87% of the posts
related people
listening to
Pandora Internet
Radio
3% of the posts
related people
listening to Tune
in Internet Radio
3% of the posts
related people
listening to
Mixcloud Internet
Radio
SOCIAL NETWORKS
Social Networks
Besides Twitter, people in Miami also use
7
62
64
100
142
167
300
609
666
1743
viber
Google+
skype
Tumblr
Linkedin
Snapchat
Whatsapp
foursquare
Instagram
Facebook
SPORTS
Sports
Top sports (%)
1,3
4,1
10,3
11,5
12,3
12,4
12,6
12,8
21,7
Zumba
Skate
Soccer
Basket
Yoga
Baseball
Bicycle
Golf
Run
566 check-ins in gyms
Total: 3.199 posts
BRANDS
Brands
People in Miami talk about (%)
Base: 7.106 depoimentos
3,0
3,6
4,0
4,3
4,7
5,7
9,9
13,4
18,3
Subway
Microsoft
Samsung
Walmart
Amazon
Coca-Cola
Nike
Google
Starbucks
Brands
Top 3
Most visited shop:
Miami Beach
14,7% of posts
Main meal: breakfast:
3,0% of posts
Google - 776 posts
Top product: Google
Glass:
7,3% of posts
Top online application:
Google Maps:
4% of posts
Starbucks - 1.204 posts Nike - 551 posts
Top app: Nike Plus:
88,6% of posts
#elifeDataBliss
Thank you!
GetBuzzmonitor.com

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