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
Analysis of the session 'Oranjekoorts: Voetbal als innovatief Marketing Instrument' created with Tweet Category 2
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
Analysis of the session 'Oranjekoorts: Voetbal als innovatief Marketing Instrument' created with Tweet Category 3
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
Analysis of the session 'Oranjekoorts: Voetbal als innovatief Marketing Instrument' created with Tweet Category 4
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
Analysis of the session 'Oranjekoorts: Voetbal als innovatief Marketing Instrument' created with Tweet Category 5
CONCLUSIONS
Mooie bijeenkomst met prima presentaties.
Analysis of the session 'Oranjekoorts: Voetbal als innovatief Marketing Instrument' created with Tweet Category 6
Annexes
Analysis of the session 'Oranjekoorts: Voetbal als innovatief Marketing Instrument' created with Tweet Category 7
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
@MTribunemarketingtribune
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
@pimonlinePIM Updates
Trots op de samenwerking vanavond met @knvb! #blijfbij http://t.co/ZhbibpTMXO
17:47 - 27 May 14
@tindencleefTim Indencleef
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
@tindencleefTim Indencleef
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
@tindencleefTim Indencleef
HAA! Toch nog @versereclame on stage! #blijfbij http://t.co/sNIPZut4R5
18:29 - 27 May 14
@MTribunemarketingtribune
#knvb #tmg #blijfbij http://t.co/gdiNLmPRaj
18:42 - 27 May 14
@MTribunemarketingtribune
En cadeautje van Telegraaf! #knvb #blijfbij http://t.co/8ds5PD0hRM
18:50 - 27 May 14
Analysis of the session 'Oranjekoorts: Voetbal als innovatief Marketing Instrument' created with Tweet Category 8
@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
Analysis of the session 'Oranjekoorts: Voetbal als innovatief Marketing Instrument' created with Tweet Category 9
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
@pimonlinePIM Updates
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
@pimonlinePIM Updates
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
Analysis of the session 'Oranjekoorts: Voetbal als innovatief Marketing Instrument' created with Tweet Category 10
Glossary
Analysis of the session 'Oranjekoorts: Voetbal als innovatief Marketing Instrument' created with Tweet Category 11
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.
Analysis of the session 'Oranjekoorts: Voetbal als innovatief Marketing Instrument' created with Tweet Category 12
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).