#NewsOnTheTweet

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Published on March 4, 2014

Author: newsworks

Source: slideshare.net

Description

How Newsbrands and Twitter work together to turn followers into readers and readers into followers

How Newsbrands and Twitter work together to turn followers into readers and readers into followers

BACKGROUND & OBJECTIVES

Methodology: What we did LANDSCAPE AUDIT Analysis of database of Twitter users to identify existing behaviours QUALITATIVE • • • • • Behavioural analysis Online diaries Telephone interviews Twitter profiles Filmed depth interviews QUANTITATIVE Online survey (1,266) representative of Twitter universe

How many follow newsbrands % Twitter users 59% 49% 35% 17% Follow newspaper brand Source: You Gov January 2014 Base: All Twitter Users (1266) Follow newspaper subbrand Follow newspaper journalist Any of these

The sample profile Age profile of the Twittersphere – active Twitter users 153 135 114 Index on UK population 62 33 16 to 24 25 to 34 35 to 44 45 to 54 55 to 64 • Source: GWI

The sample profile Age profile of newsbrand readers 98 102 102 101 98 Index on UK population 16 to 24 25 to 34 35 to 44 45 to 54 55 to 64 • Source: NRS PADD Oct 2012 – Sep 2013 + comScore 2013

25-34s are most likely to follow newsbrands Profile of newsbrand followers 205 177 176 126 Index on UK population Female 25 to 34 Source: You Gov January 2014 Base: All Twitter Users (1266) Male 25 to Male 35 to 34 44 Female 35 to 44

Newsbrand followers are even more upmarket and affluent than non-followers Newsbrand followers Non-followers 70% 61% 70% 57% 43% 30% 28% 21% ABC1 Source: You Gov January 2014 Base: All Twitter Users (1266) C2DE Working full time Household income £50k+

Highly active and valuable online audience 58% 28% More likely to make an online purchase more than once a week 34% More likely to spend 2+ hours a day online 43% More likely to access the internet on a smart phone More likely to visit Amazon 44% More likely to have bought a new car in the last 12 months 37% More likely to visit a supermarket website 15% More likely to have spent £400+ online in the last 6 months NEWSBRAND + TWITTER VISITORS Based on internet users in the last month. Source: GB TGI Clickstream 2013 Q4

Newsbrand + Twitter visitors have huge influence across a range of sectors Newsbrands + Twitter users index vs average internet user More knowledgeable… More likely to talk about… More likely to convince others… Computers 142 Computers 142 Computers 145 Alcoholic drinks 134 Alcoholic drinks 123 Alcoholic drinks 123 TV 130 TV 130 TV 133 Mobile phones 125 Mobile phones 129 Mobile phones 144 Toiletries & cosmetics 125 Toiletries & cosmetics 145 Toiletries & cosmetics 134 Fashion 125 Fashion 137 Fashion 124 Children’s products 135 Healthcare 120 Healthcare 127 Based on internet users in the last month. More knowledgeable: would say they have a large amount of knowledge about products/services. More likely to talk about: would say they talk to many different people about products/services. More likely to convince others: would say they are very likely to convince others about products/services. Source: GB TGI Clickstream 2013 Q4

Twitter is important for keeping up with the(ir) world Main reasons for using Twitter 39% 39% 38% 26% 23% 19% 12% As a way to pass the time To be aware of To feel connected To keep in touch To tell others what To add enjoyment To enhance my what is going on to people I am with people I know I am doing or to different TV viewing around me interested in but thinking aspects of my life don't know Source: You Gov January 2014 Base: All Twitter Users (1266): Select up to 3 of these statements which BEST describes the way in which you use Twitter

WHY NEWSBRANDS ARE GOOD FOR TWITTER

Newsbrands provide an important service % agree 61% I like to be able to follow the news as it happens Twitter gives you the chance to engage with the news that interests you most 56% 53% Twitter and news stories make a great combination I like the fact that news breaks on Twitter before anywhere else I often use it as a tool for reading reactions to news stories Gives me a chance to consume news with a likeminded community • • 51% 49% 40% Source: You Gov January 2014 Base: All Twitter Users (1266): To what extent do you agree or disagree with these statements about Twitter

Newsbrands act as a portal to Twitter...and increase traffic 11% of those who follow newspaper brands on Twitter say they “were first introduced to Twitter by a newspaper brand as a way of keeping up with the news from their favourite paper” Read 40% of them agree “I check Twitter frequently to see what’s going on with my favourite newspaper brand(s)”

Newspaper brands are a key reason for using Twitter % agree 29% Follow a newspaper sub-brand 26% Follow a newspaper brand Follow a newspaper's journalist • • • 17% Source: You Gov January 2014 Base: Follow newspaper brand (442) Follow newspaper (217) Follow newspaper journalist (629): To what extent do you agree or disagree with these statements about Twitter: “Newspaper brands are a key reason for me to use Twitter”

Newsbrand followers are more active Twitter users 62% 57% Total Twitter Follow newspaper brands 49% 43% 41% Follow sub-brands Do not follow 34% 30% 26% 22% 21% 20% 21% 15% 11% 10% 5% Retweet interesting links and comments • • Post links to articles Tweet about trending Reply to content and news topics opinion posted by newspaper brands/journalists Source: You Gov January 2014 Base: All Twitter Users (1266): Which, if any, of the following do you regularly do?

• • Source: You Gov January 2014 Base: All Twitter Users (1266): How important do you think…Newspaper brands on Twitter are in driving/spreading news

Newsbrand followers visit and post on Twitter more often 56% 35% Followers Non-followers 23% 11% Visit daily • • Post daily Source: You Gov January 2014 Base: Follow newspaper brands inc sub-brands (489) Do not follow (510) 40% of followers agree that “I check Twitter frequently to see what’s going on with my favourite newspaper brands” – ¼ of them agree strongly with this statement

Helping to build trust in the content % saying that “It is important that news on Twitter is verified by a respected brand” 62% 45% Total Twitter • • Source: You Gov January 2014 Base: All Twitter Users (1266) Follow newspaper brands inc sub-brands (489) Follow newsbrands

@PeopleSport @TheSunNewspaper @FabulousMag @thetimes @thesundaypeople @ObsMagazine @theipaper @DailyMirror @ObsNewReview @guardian @MirrorFootball @thesundaytimes @EveningStandard @Telegraph @thestandardarts @DailyMailCeleb @Celebsmag @IndyFashion @TeleFashion @TimesVideo @ST_Driving @guardiantech @MailOnline @Independent @TheSundayMirror @IndyOnSunday

Twitter encourages portfolio readership % newspaper brand followers Follow another newspaper brand • • % newspaper sub-brand followers 78% Follow another newspaper brand Source: You Gov January 2014 Base: All Twitter Users (1266) Follow newspaper brand (442) Follow newspaper sub-brand (217) 78%

Twitter extends the reach of both print and online audiences % agreeing with statements Twitter gives me opportunity to engage with newspaper brands I would not normally read in print format Twitter gives me opportunity to engage with newspaper brands I would not normally read online Twitter helps me feel more connected to the newspaper brands I like • • • 60% 55% 53% Source: You Gov January 2014: Base: Follow newspaper brand inc sub-brands (489) To what extent do you agree or disagree with these statements about Twitter

From headlines to analysis % agreeing that “It is important that news on Twitter links to more in-depth analysis/articles” 75% 55% Total Twitter • • Source: You Gov January 2014 Base: All Twitter Users (1266) Follow newspaper brands inc sub-brands (489) Follow newsbrands

Twitter creating new relationships follows eight Guardian handles in total allowing her to engage with her favourite columnists and create communities through music. She accesses the Website as her main news source follows three Telegraph handles in total including their main account and sport accounts which continue to act as his main source for authoritative news. He has an established relationship with the paper through years of reading which he has taken over to Twitter. 69 newsbrand or journalist handles, many sports related Source: YouGov Qualitative stage

Twitter adds four core benefits as a news platform for users… Gossip/Banter Knowledge I want to relax and enjoy myself Twitter has a unique humorous side to news stories. It’s a backstage pass into the lives of celebrities and allows me to be part of the gossip. I want to be the first to know Twitter gives me instant access to the news and is where news stories tend to break first. It’s the best place to follow news stories as they develop during the day. Interaction with the news on Twitter Community I want to find out about things I care about Twitter gives me the chance to engage with stories relevant to me with a community of like-minded people. Discovering people with shared interests I wouldn’t otherwise meet through shared news interests. Opinion I want to know what people think Twitter is a way of discovering different points of opinion and commentary on news stories. More personal opinions of celebrities/writers.

Newsbrands underpin these 4 key benefits Knowledge Gossip/Banter Witty and celebrity columnists Newsbrands are responsible for some of the most popular individual tweeters. Individual journalists are key contributors to the humour content on Twitter. Community Trusted instant updates Newsbrand handles provide legitimacy and authority when news is breaking on Twitter. They also provide journalists that offer quicker, more accurate instant updates on stories as they happen. Interaction with the news on Twitter An opportunity to connect with like-minded content and people Through their sub-section handles and the overarching strength of newsbrand identities newsbrands offer users the opportunity to discover more content that is relevant to them and engage with other people through these communities. Opinion Honest and expert opinions and debate Newsbrands offer expert opinion pieces and the individual journalists offer honest and frank opinions as well as engaging with followers.

and they do this through a diverse offering... Having a bit of / Gossip banter or gossip Banter Being the Knowledge first #tomorrowspaperstoday to know @caitlinmoran Multiple use Twitter handles @JeremyClarkson @Telegraph @FleetStreetFox @mrevgenylebedev @OllieHolt22 @MarinaHyde Community Connecting with like minded people @GeorgeMonbiot @GuardianEnvironment @TimesEducation @JohnRentoul @Sunny_hundal @commentisfree Being part of the Opinion debate – wider ‘having your say’ @DAaronovitch @OwenJones84

I want to be the first to know

Knowledge – ‘Want to be first to know’ 32 Q37. Thinking about the news brands you follow on Twitter, what does it add to your consumption of news? For example, what do you enjoy most about it?

Knowledge – ‘Want to be first to know’ 33 Q37. Thinking about the news brands you follow on Twitter, what does it add to your consumption of news? For example, what do you enjoy most about it?

A significantly higher proportion of males than females agree that they “have a more personal connection to the journalists they follow on Twitter” 52% vs. 44% 35 Q37. Thinking about the news brands you follow on Twitter, what does it add to your consumption of news? For example, what do you enjoy most about Q37. Thinking about the news brands you follow on Twitter, what does it add to your consumption of news? For example, what do you enjoy most about it? it?

36 Q37. Thinking about the news brands you follow on Twitter, what does it add to your consumption of news? Q37. Thinking about the news brands you follow on Twitter, what does it add to your consumption of news? For example, what do you enjoy most about it?

The importance of community “Twitter gives me the chance to consume news within a community of like-minded people” 52% 55% 40% Total Twitter • • • Follow newspaper brands inc journalists Follow newspaper sub-brands Source: You Gov January 2014 Base: All Twitter Users (1266) Follow newspaper brands inc journalists (756) Follow newspaper sub-brands (217) To what extent do you agree or disagree with these statements about Twitter

@TheSTStyle @IndyVoices @ESmotoring @DailyMailCeleb @TimesEducation @MirrorSport @ObsFood @TheSunFootball @guardiantech @PeopleSport @TeleFashion

Newsbrands create special interest communities “Newspaper brands on Twitter give me the opportunity to connect with like-minded people around specialist areas of interest” 60% 54% Follow newspapers inc journalists • • • Follow newspaper sub-brands Source: You Gov January 2014 Base: Follow newspaper brands inc journalists (756) Follow newspaper sub-brands (217) To what extent do you agree or disagree with these statements about Twitter

Sub brands followers feel more connected “Twitter helps me feel more connected to the newspaper brands I like” 53% Follow newspapers inc journalist • • • 57% Follow newspaper sub-brands Source: You Gov January 2014 Base: Follow newspaper brands inc journalists (756) Follow newspaper sub-brands (217) To what extent do you agree or disagree with these statements about Twitter

It’s not all about the serious % agreeing with statement “Twitter provides a unique and humorous take on the lighter news stories” Total Twitter 43% Follow a newspaper's journalist 53% Follow a newspaper brand 53% Follow a newspaper sub-brand • • 56% Source: You Gov January 2014 Base: Total Twitter (1266) Follow newspaper brand (442) Follow newspaper (217) Follow newspaper journalist (629) To what extent do you agree or disagree with these statements about Twitter

43 Q37. Thinking about the news brands you follow on Twitter, what does it add to your consumption of news? For example, what do you enjoy most about it?

44 Q37. Thinking about the news brands you follow on Twitter, what does it add to your consumption of news? For example, what do you enjoy most about it?

It doesn’t have to be serious all of the time... 46 Q37. Thinking about the news brands you follow on Twitter, what does it add to your consumption of news? For example, what do you enjoy most about it?

47 Q37. Thinking about the news brands you follow on Twitter, what does it add to your consumption of news? For example, what do you enjoy most about it?

Morning @TelegraphNews Daytime @Independent Evening @Celebsmag

The whole is stronger than the sum of the parts Twitter helps newspaper brands to become part of breaking news in people’s minds through instant updates Newspaper brands provide an authoritative viewpoint and offer verified news in a user generated content world. Newspaper brands provide detailed analysis behind 140 character Tweets Twitter enables newspaper readers to connect with newsbrands and content in a more direct dialogue Twitter provides opportunities for users to engage with newspaper brands that they wouldn’t normally read in other formats. Newspaper brands offer content and recognisable brands that can bring people together through shared interests

The role of brands, sub-brands & journalists NEWSBRANDS • • SUB-BRANDS • • A source of authority on breaking stories in a sea of speculation and gossip Signpost places for further information and comment via links • JOURNALISTS A way of filtering information and tailoring to interests A way of finding out about news stories that don't make the headlines elsewhere A meeting point to connect through comment and debate • • • • Often first to break stories Insider view Witty and humorous insights Personal opinions – less constrained

Let’s hear it for the journalists % agree Journalists on Twitter are trustworthy and faster source of news 40% I feel I have a more personal connection with journalists I follow Gives me access to journalists I wouldn't otherwise connect to • • • Source: You Gov January 2014 Base: Follow newspaper brands inc sub-brands (489) To what extent do you agree or disagree with these statements about Twitter 48% 69%

54 Q37.Q37. Thinkingabout the news brands you Twitter, what Twitter, what does it addofto your consumption of enjoy most about it? Thinking about the news brands you follow on follow on does it add to your consumption news? For example, what do you news?

55 Q37.Q37. Thinkingabout the news brands you Twitter, what Twitter, what does it addofto your consumption of enjoy most about it? Thinking about the news brands you follow on follow on does it add to your consumption news? For example, what do you news?

56 Q37.Q37. Thinkingabout the news brands you Twitter, what Twitter, what does it addofto your consumption of enjoy most about it? Thinking about the news brands you follow on follow on does it add to your consumption news? For example, what do you news?

How Twitter & newsbrands turn readers into followers and followers into readers

All figures, unless otherwise stated, are from YouGov Plc. Total sample size was 1266 Twitter users. Fieldwork was undertaken between 05/12/2013 - 18/12/2013. The survey was carried out online. The figures have been weighted and are representative of Twitter (UK).

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