An overview of the Twitter followings of 4 major UK mobile network operators. Using data from PiQ we analysed the audiences of Vodafone, EE, Three and O2. Who's following them, how active are their audiences and how far their tweets are reaching?

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3. Mobile Networks Gender Demographics
0
10
20
30
40
50
60
70
3
Vodaphone
O2
EE
Percentage
Male
Female

4. Mobile Networks Activity
This shows the total activity of all the followers of the selected accounts. This graph is interesting because it doesn’t quite
reflect the numbers of followers of each account. Vodafone has more followers (114K) than 3 UK (94K) and yet the 3 UK
follower community tweets much more frequently. 3 UK’s followers were also the only ones to regularly tweet more on one
specific day of the week: Fridays.!
EE 173K followers!
O2 235K followers!
!
ThreeUK !
94K followers !
VodafoneUK !
110K followers!
!
T
W
T
F
S
S
M
T
W
T
F
S
S
M
T
W
T
F
S
S
M
T
W
T
F
S
S
M
T
W
TotalTweetsandRetweets

5. Follower Influence Analysis – PI Influence score breakdown
0!
20!
40!
60!
80!
100!
120!
3 UK! Vodafone
UK!
O2! EE!
Number of “Celebrities” !
(PI > 80)!
15M!
52M!
41M!
14M!
0!
500!
1000!
1500!
2000!
2500!
3000!
3 UK! Vodafone
UK!
O2! EE!
Number of “Power Users”!
(50 – 79)!
0!
5000!
10000!
15000!
20000!
25000!
30000!
35000!
3 UK! Vodafone
UK!
O2! EE!
Number of “Active” Users!
(30 – 49)!
0!
20000!
40000!
60000!
80000!
100000!
120000!
3 UK! Vodafone
UK!
O2! EE!
Number of “Casual” Users!
(PI < 30)!
8M!
54M!
32M!
23M!
10M!
4M! 11M!
12M!
3M!
5M!
8M!
7M!
Potential!
Reach!

6. Celebrity followers!
Gary Lineker
91!
Gaz Beadle
88!
James McVey
86!
Bradley Simpson
83!
Scott Timlin
83!
DapperLaughs
75!
Gaz Beadle
88!
Phillip Schofield
89!
Example
91!
Millie Mackintosh
82!
James McVey
86!
Phillip Schofield
89!
Caitlin Moran
89!
Connor Ball
85!
Tom Daley
90!
Caitlin Moran
89!
Rylan Ross Clark
89!
Ian Wright
89!
Jahméne Douglas
85!
Gok Wan
88!
Influence (PI) Score

7. Tweet Performance!
We looked at the top tweets from each mobile network’s Twitter account over 45 days (from June 1st –
July 15th). The tweets were sorted by potential reach. Potential reach is found by finding the number of
followers the account has plus the number of unique extra followers each retweeter has.
Original
Reach
Retweet
1
Retweet
2
Total Potential
Reach
Retweet
3

8. Three UK – Top Tweets!
RTs
Reach
Published
Win our own excess braggage by tweeting
us your best #HolidayBraggie MT
@IAMKELLYBROOK: love my luggage by
ThreeUK
4
925K
Wed 18 June 2014
You can now use your phone abroad at no
extra cost in a whopping 16 nations around
the world. Bellisimo! https://t.co/nvy46oAVtv
199
361K
Tue 01 July 2014
Our #HolidayBraggie judges @traveldudes
@adventurouskate @PommieTravels
@TravMonkey @jayneytravels
@BudgetTraveller http://t.co/4RJNDGpH4n
5
303K
Mon 23 June 2014
Week 2 of our #HolidayBraggie competition
kicks off! This week’s theme is landscapes
cityscapes and rooms with a view.
#HolidayBraggie
16
273K
Mon 16 June 2014
Three UK have 94K followers! !
Involving celebrities in tweets is
often a very efficient marketing
strategy – as we can see the
top tweet mentioned Kelly
Brook, and because she has
retweeted the audience has
become significantly larger than
Three UK’s original 94K
followers.!
!
Three’s “Holiday Braggie”
hashtag also seems to have
been particularly successful at
reaching new audiences in this
way.!
!
!

9. Vodafone UK – Top Tweets!
RTs
Reach
Published
RT @VodafoneUKhelp: Get to grips with
voicemail. Watch our video for everything
you need to know to get set up –
http://t.co/JsodpTcbnW
4
442K
Thu 19 Jun 2014
The latest #4G smartphones form Vodafone:
Meet the Vodafone Smart 4 turbo &
Vodafone Smart 4 power
http://t.co/Fj4VEJJCCt
5
426K
Sat 12 Jul 2014
RT @VodafoneFirsts: OTY go from unsigned
band to stadium showstopper. #First
@otyofficial @CapitalOfficial
http://t.co/BTdEj4LSOo
3
425K
Wed 25 Jun 2014
Watch @OTYOfficial experience their #First
stadium show at #CapitalSTB. Check out
the full story here http://t.co/Wkv43X8brN
282
281K
Thu 26 Jun 2014
Vodafone UK have 110K followers! Getting hundreds of RTs is not
necessarily going to mean a
higher potential reach, as
Vodafone’s best tweets show.!
!
Big ‘influencers’ can help
spread a brand’s message
further than a large number of
less influential users.!
!
The extent to which people
actually listen to an influencer,
of course, will also vary
depending on how much
authority they have in the field.!
!

10. O2 – Top Tweets!
RTs
Reach
Published
The nation’s felines tuned into @ITV for
#SecretLifeOfCats. Snap pics of TV
watching cats for a glorious retweet.
http://t.co/obWoaq3UYb
43
759K
Mon 02 Jun 2014
@mariafowler We hope we entertained
you :P
1
677K
Tue 08 Jul 2014
#GetOnYourBike for this year’s @letour.
Could win a @Movistar_Team bike ridden by
the team – http://t.co/QJjuEvgqlu http://
t.co/dl71iMJZHE
3
425K
Wed 25 Jun 2014
@Garethmcgrillen Hi Gareth, do you need
help with anything?
1
397K
Fri 04 Jul 2014
O2 have 235K followers! !
The #SecretLifeOfCats hashtag
is part of O2s new marketing
strategy to ‘Be More Dog’, in
which they have involved ITV.!
!
The partnership has worked for
them on Twitter, the tweet that
ITV retweeted got the highest
reach.!
!
O2 have also responded to
famous celebrities in the next
two examples, who retweeted
and consequently increased the
reach dramatically!

11. EE – Top Tweets!
RTs
Reach
Published
Hello @glastofest! Pop down to the
Recharge Tent or swap your festival Poewr
Bar at our station to stay connected.
http://t.co/CBmoJOa4IG
14
673K
Thu 26 Jun 2014
@sexydjbabylynn Hi, sorry to hear this.
Could you follow us and drop us a DM with
your mobile number and full name and we
can take a look.
1
463K
Wed 09 Jul 2014
Heading to @GlastoFest? Check out our
official app and festival Power Bar. Thanks
@TechRadar! http://t.co/Afl8Uge8KD
111
299K
Fri 20 Jun 2014
#SELFIE http://t.co/xNg8XtW93m
108
297K
Wed 04 Jun 2014
EE have 173K followers! !
EE had set up a joint venture
with Glastonbury Festival, one
of the most popular Festivals in
the UK. !
!
They gained a lot of publicity
and reach through
Glastonbury’s own Twitter
account retweeting the phone
charge service that EE would
be providing during the event.!
!

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