Digital Shoring for Networked Innovation · using Twitter to expand their networks outside their own physical boundaries.* Twitter conversations are diverse and growing 10.5m Users
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*Note: All executives included in the sample had sent at least 25 tweets (on average one per week) in the six months of our analysis (February 20, 2014 to August 20, 2014).
Digital Shoring for Networked InnovationTwitter analysis of conversations with senior executives across three regions in the automotive industry
We selected 89 automotive executives using Twitter in three areas (Greater Detroit, Bavaria, and The Midlands, England). The locations represent geographic regions which have a density of specific industry clusters. We found out who they followed, mapped their conversations and explored underlying themes to understand whether they were using Twitter to expand their networks outside their own physical boundaries.*
Twitter conversations are diverse and growing
10.5m Users reached by top 10 industry-relevant hashtags for Greater Detroit
4.2Greater Detroit’s average use of each unique hashtag is twice as much as Bavaria and The Midlands, England
66%Average proportion of connections located outside of immediate geographic surroundings
Digital shoring o�ers two key opportunities
Live in the global village76% of the accounts that Midlands professionals follow are located outside of the cluster, while all of their top 10 hashtags are industry-relevant.
Automotive executives are most interested in industry-related tweets
Twitter leads to meaningful dialogue...
…but there is potential for stronger ties
8 of top 10 hashtags reaching the largest number of accounts were industry-related
Automotive executives are increasing their Twitter presence
Top three most impactful business hashtags in automotive
Greater Detroit Bavaria The Midlands, England
Average number of accounts executives follow and have conversations (by geography)
9%On average an automotive executive has conversations with only 9% of accounts followed
1. #BigData #b2b #morgan
2. #analytics #bavaria #f1
3. #datascience #A3 #N24
Know your neighbors betterMore than one-third of cluster relationships are initiated using new digital tools, including Twitter.
1,324Greater Detroit Accounts
Greater Detroit
Bavaria The Midlands,England
57%since 2011
1,317The Midlands, England Accounts
226%since 2011
593Bavaria Accounts
9%since 2011
Detroit
1. 2.
112 14 83
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