SociaLook helps companies discover and activate their employees to become powerful brand advocates. The current report focuses on three major areas: - The Background Analysis helps companies understand who are their employee advocates on Twitter. - The Activity Analysis reveals how these employees are communicating about the brand and what impact their messages have (in terms of influence, engagement, reach), etc. - Follower Analysis helps companies understand the audience of their employee advocates, by revealing follower positions, companies, location, influence, etc. Note: only employees that publicly mentioned their affiliation with the company were taken into account

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Employee Brand Ambassadorship on Twitter
Case Study General Electric
October 2013
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Table of Contents
Introduction
Executive Summary
Background Analysis
1. Most Recent Tweet
2. Department Breakdown
3. Hierarchy Levels
4. Top Countries
Network Analysis
1. Total Followers
2. Followers Breakdown
3. Most Recent Tweet
4. Top Companies
5. Top Positions
6. Top Countries
7. Followers Audience Distribution
8. Top Followers by Audience
Activity Analysis
1. Tweet Types
2. Influence Distribution
3. Most Influential Employees
4. Top Tweets
5. Top Hashtags
6. Top Advocates
7. Shares
8. Potential Impressions
9. Engagement
Contact
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Introduction
— We analyzed the worldwide Twitter communication of GE’s employees, for the month of
October 2013
— A total of 1057 employees and 49 corporate accounts were analysed
— We focused on employees that publicly mentioned their affiliation with GE in their Twitter
profiles
— The report is composed of three sections:
I. Background Analysis - deals with understanding who the employees are on Twitter
(positions, countries, etc.)
II. Network Analysis - focuses on understanding who the company’s employees are
following and who follows them
III.Activity Analysis - deals with employee activity, how influential they are and how their
company-related messages are reaching the audience in terms of reach and engagement
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Executive Summary
— Most employee accounts are from the US (287), UK (59), and India (46), all other countries
having less than 21 accounts.
— The total audience of the corporate accounts is almost 3.5 times larger than the one of the
employees, but the overlap between followers is only 20%.
— Employees share 2 times more general tweets than corporate, but only 1 in 10 tweets from
employees contain a company-related keyword, compared to almost 1 in 3 tweets from
corporate accounts.
— Corporate tweets about the GE brand reach a much broader audience, but the engagement per
tweet per follower is about 6 times bigger for employees.
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I. Background Analysis
— This section analyses the background of the company’s employees that
have a Twitter presence
— It displays the following information:
— Most Recent Tweet
— Department Breakdown
— Hierarchy Levels
— Top Countries
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I.1. Most Recent Tweet*
— 10% of employees active in the
Yesterday
past 24h
101
Last Week
— 27% active in the past week
272
Last Month
— 6% inactive accounts
422
Last Year
720
848
1 year+
66
Inactive
126
Protected
0
450
*Data couldn’t be obtained for 17 accounts due to 3’rd party constraints. The analysis data is relative to the day when the report was generated.
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I.2. Department Breakdown
— Top departments:
— Technical (191)
Technical
18,1%
— Marketing (168)
Other
58%
— Sales (58)
Marketing
15,9%
Sales
HR
5,5%
3%
*The “other” category includes employees that didn’t belong to any department or didn’t have a specific position.
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I.3. Hierarchy Levels
— 825 accounts (78%) - Non-
Top Management
3,8%
Management
Middle Management
18,2%
— 192 accounts (18%) - Middle
Management
— 40 accounts (4%)- Top
Non-Management
78,1%
Management
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I.4. Top Countries
US
— 44% of employees belonged
287
UK
to the top 10 countries
59
India
46
Australia
21
Germany
16
Canada
16
France
13
Saudi Arabia
12
Italy
11
South Korea
11
— Most employees are from the
US
0
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75
150
225
300
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II. Network Analysis
— This chapter focuses on understanding who is following your company’s employees on Twitter
(Followers)
— It displays the following information about their network:
— Total Followers
— Followers Breakdown
— Most Recent Tweet
— Top Companies
— Top Positions
— Top Countries
— Followers Breakdown
— Followers Audience Distribution
— Top Followers by Audience
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II.1. Total Followers*
500.000
— Employee followers represent
27% of corporate followers
audience overlaps with the
corporate one
375.000
Number of followers
— 20% of the employee
451.550
250.000
123.976
125.000
24.616
0
Corporate
Employees
Overlap
*The data represents unique followers. If an account follows more than one employee, it is only counted once.
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II.2. Followers Breakdown
— Most employees have
between 0 and 100 followers
900
— There are 3 employee
accounts with more than 5000
followers
Twitter Accounts
720
804
540
360
180
111
0
0 - 100
81
200 - 400
27
12
7
600 - 800
12
3
1000 - 5000
*The data represents unique followers. If an account follows more than one employee, it is only counted once.
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II.3. Most Recent Tweet
Last 24h
1.980
Last Week
3.803
Last Month
4.864
Last Year
6.589
7.773
1 Year +
323
Inactive
488
Protected
0
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4.000
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8.000
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II.4. Top Companies
Microsoft
50
Apple
11
Oracle
9
IBM
9
HP
8
Facebook
8
Dell
6
Cisco Systems
6
4
Honda
3
Razorfish
0
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50
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II.5. Top Positions
Followers Positions
Marketing
197
Social Media
111
PR
92
Consultant
76
Designer
60
56
Engineer
Sales
53
Marketer
53
Director
52
46
CEO
0
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100
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150
200
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II.6. Top Countries
Followers Countries
USA
2.697
UK
454
Australia
374
Spain
348
Canada
158
Mexico
142
India
119
France
100
Saudi Arabia
58
Netherlands
54
0
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1.500
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3.000
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II.7. Followers Audience Distribution
3000
— Most accounts that
2771
are following the
2400
have between 0 and
100 followers
Twitter Accounts
company’s employees
1800
1200
1114
— ~11% of employee
followers have more
than 5000 followers
1198
1121
600
970
656
439
315
0
00
+
0
0
00
00
00
00
00
00
-5
-1
-8
-6
-4
00
0
0
0
0
-2
00
!17
50
10
80
60
40
20
0
-1
10
0
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II.8. Top Followers by Audience
Account
Followed Employee
Following
Followers
Ratio*
1. @billplaschke
@lancefaul
160
111.078
694
2. @marijomariscal
@alexreca91
39
11.580
296
3. @bitcoinwebhost
@lynne_oconnor
211
46.108
218
4. @keithurban
@nicole_weber
9.781
1.595.972
163
5. @r_albiazul
@dagr8maycol
15
1.306
87
6. @archforhumanity
@agmilmoe
2.369
202.428
85
7. @geaviation
@bradbrougher
649
48.015
73
8. @geaviation
@marcluley
649
48.015
73
9. @jordan_bridges
@agmilmoe
4.769
286.046
59
10. @humphryslocombe
@agmilmoe
4.769
286.046
59
* Ratio represents the number of followers an account has, divided by the number of accounts it is following.
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III. Activity Analysis
— This chapter focuses on understanding the employees’ activity on Twitter
and on measuring the reach and engagement for tweets about the company
— It contains the following analyses:
1.Tweet Types
2. Most Influential Employees
3. Top Tweets
4. Top Hashtags
5. Top Ambassadors
6. Shares
7. Potential Impressions
8. Employee Engagement
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III.1. Tweet Types
— Employees are mostly retweeting other
Personal
16%
tweets (3,032 tweets)
— There are 1,852 tweets that contain URLs
Retweet
30%
Mention
16%
URL
18%
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19%
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III.2. Influence Distribution
— Most employees influence
500
484
levels in the 11-20 range
— 4 employees have influence
levels above 60
Twitter Accounts
400
300
275
200
135
100
71
0
20
N/A
58
10
4
1-10 11-20 21-30 31-40 41-50 51-60 60+
Klout Influence Level
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III.3. Most Influential* Employees
Twitter Handle
Name
1. @jeffimmelt
Jeff Immelt
2. @andrewcrow
Andrew Crow
3. @bethcomstock
Beth Comstock
4. @jayfurr
Jay Furr
5. @kwertz
Kirsty Wertz
6. @guzforster
Guz
7. @murphyglobal
Cory Murphy
8. @imjb2u
Jonathan Ballon
9. @johnlaw3742
John Lawrence
10. @kimberlytam
Kim Tam
11. @lindaboff
Influence Score
Linda Boff
*Klout (www.klout.com) was used to measure employee influence
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III.4. Top Tweets
Twitter Handle
Name
1. @jeffimmelt
Jeff Immelt
2. @jeffimmelt
Jeff Immelt
3. @lindaboff
Linda Boff
Tweet
Retweet
New #GE report published - predicting gas to be 26 percent of global primary
energy consumption by 2025 #AgeOfGas http://t.co/cRvVr0cWjn
Pic of me onstage with GE 50,000+ pound Blowout Preventer at
#IndustrialInternet meeting. http://t.co/wom2xVeouc
Love GE and Miley Cyrus comparison. http://t.co/MuGvPnJRBU @bethcomstock
A marketing mind is a terrible thing to waste. Great closing line by GE superstar
CMO @bethcomstock at ANA masters of marketing summit.
50 billion machines will connect to the internet in the next five years.
5. @randialterman
Randi Alterman
@bernieanger #GEconnect
"What Miley Cyrus Can Learn From GE”. Yes, you read that right. http://t.co/
6. @andrewcrow
Andrew Crow
jrS4uR5koG
Portable ECG machines at GE healthcare stall #techmela ...made in India For
7. @jojijoykutty
Joji Joykutty
India...:-! http://t.co/XBZbM5oMk6
"Is RNP the Eventual Future of Air Navigation?"...Yes! Read how @GEAviation
8. @captstevefulton Steve Fulton
continues to lead the deployment of RNP: http://t.co/mOFgcLJNsV
How to promote engineering? Fasten your seatbelts: open night at the GE EDC
9. @eszterforcee
N/A
and Warsaw Institute of Aviation http://t.co/FqvbCD5Zuw
@JenBrockie doing a fantastic job moderating the discussion tonight at
10. @lca_walsh
Louisa Walsh
#Australia2_0 @GEAustralia @FinancialReview
Brilliant! "@lindaboff: 57k pound blowout preventer on stage at GE's #MM13
11. @bethcomstock Beth Comstock
Chicago. Big iron at its finest. http://t.co/9ArqzIdAij"
4. @lindaboff
Linda Boff
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III.5. Top Hashtags
Hashtag
Retweets
Mentions
134
221
2. #fb
7
90
3. #TechMela
16
73
4. #breastcancer
22
68
5. #GE
40
66
6. #Australia2_0
27
44
7. #jobs
8
38
8. #bigdata
20
34
9. #AtWork2013
4
32
10. #GEConnect
14
28
1. #industrialinternet
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III.6. Top Advocates
Twitter Handle
1. @sdefache
Name
Company Tweets Company Retweets
Suzanne Defache
126
51
James Curnow
62
1
3. @jojijoykutty
Joji Joykutty
51
12
4. @allijcohen
Allison J. Cohen
42
5
5. @shaunda
Shaunda
40
9
Shyam Varan Nath
35
4
gpetroff
35
8
Julie Dills Wood
28
2
Kyle Reissner
27
5
10. @randialterman
Randi Alterman
24
11
11. @ralph_erik_x
Ralph Erik Exton
23
0
2. @jamescurnow4
6. @shyamvaran
7. @gpetroff
8. @juliedillswood
9. @ryzner
* ‘Retweets’ represents the number of retweets for tweets about the company.
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III.7. Shares
— Employees share 2.2x more
11.000
10.045
tweets and 1.3x more URLs
— Employees share 300 less
company tweets*, and 500
Number of Tweets
than corporate accounts
8.250
5.500
4.560
3.448
2.543
2.750
less company URLs* than
1.429
1.394
corporate accounts
0
1.110
Corporate
Total Tweets
Company URLs
906
Employee
Company Tweets
Total URLs
* Tweets and URLs about the company contain a keyword about the company.
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III.8. Potential Impressions*
— Corporate messages are potentially
200.000.000
199.246.740
seen by 33x more Twitter users
150.000.000
— For company-related tweets,
corporate messages are potentially
Reach Levels
than employee messages
100.000.000
seen by 38x more Twitter users
50.000.000
than employee messages
23.179.762
0
5.714.008
678.423
Corporate
Total
Employees
Company Reach**
* Potential Impressions measure how many times a tweet from corporate or employees could have been seen by Twitter users.
** The ‘Company Reach’ category contains URLs, Hashtags and mentions about the company.
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III.9. Employee Engagement*
Engagement Analysis
— Corporate generates 3.8x more engagement
6.000
5.795
than employees for regular tweets
— Corporate generate 6x more engagement
— The engagement/tweet/follower for regular
tweets is 9x bigger for employees when
Engagement
than employees, for company-related tweets
4.500
3.000
1.796
compared to corporate
1.500
— The engagement/tweet/follower for
1.530
291
company-related tweets is 5.5x bigger for
0
employees when compared to corporate
Corporate
Total
Employees
Company Engagement**
* Engagement represents the way an audience interacts with a tweet and is calculated by counting its retweets.
** The ‘Company Engagement’ category contains URLs, Hashtags and mentions about the company.
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