The Long Tail of a Tweet

  1. birds talking
    I went to interview Danielle Brigida (@starfocus), the Social Media Manager over at the National Wildlife Federation (NWF), a few weeks ago. Danielle and I go way back. We hadn’t really see each other for years up until that meeting. But we connected via Twitter. So after the meeting, we continued conversing – online. Found out later that she’s retweeted (RT) my tweet.

    This is how the tweet started spinning.
  2. Share
    RT @ecotwist How #Content Is Shared: Close Friends, Not ‘Influencers’ #mktg #strategy
    Wed, Mar 14 2012 23:00:40
  3. 11 days in hiatus

    The first time around the tweet was short-lived. Nothing is shaking until two tweeps picked up on it later, after it had been off-air for 11 days. The date: March 25.
  4. Share
    How #Content Is Shared: Close Friends, Not ‘Influencers’ via @adage @ecotwist @starfocus
    Sun, Mar 25 2012 11:31:04
  5. The tweet from Sean Gardner to his followers (he’s got some 300k followers) extends its presence on the space. (Sean and I hadn’t cross-path online till this time).
  6. Share
    How #Content Is Shared: Close Friends, Not ‘Influencers’ /via @adage @ecotwist @starfocus
    Sun, Mar 25 2012 11:24:49
  7. Expiration date, extended

    From that point, the tweet got RT’d three times, according to Hootsuite’s data. This was very unusual. In my metrics, my tweets don’t really get much RT’d. If they get once or twice show time, that is consider good.
  8. Share
    How Content Is Shared: Close Friends, Not ‘Influencers’ via @adage @ecotwist @starfocus @2morrowknight
    Sun, Mar 25 2012 14:38:35
  9. RT again. Another influencer, Ann Tran (@AnnTran_) with 290k followers, picked it up.
  10. Share
    How #Content Is Shared: Close Friends, Not ‘Influencers’ via @adage @ecotwist @starfocus @2MorrowKnight
    Mon, Mar 26 2012 12:05:35
  11. RT. RT. And more RTs. From here, it’s sort of taking off. The lineup of tweeps, who help to give more life to the content, include: @Paul_Brinkman, @Qforma_Jenn, @ifficiency, @DJFrankieee, @FlowerBlossoms, and tweeps from as far as Singapore @saintinc, India @DrSampyRoy and Spain @loretobgude. Thank you all!


    In between the movement of tweets in the space, conversation that takes place ‘inside’ Sean Gardner’s community morphed into a networking.
    Meet @2morrowknight aka Sean Gardner.
  12. Share
    @ecotwist YW! Because you’re here in DC, check out @Cheryl_Aguilar @alexpriest @AnnTran_ @MomsofAmerica @ergeekgoddess @Gracenote #TheyRock!
    Mon, Mar 26 2012 22:26:37
  13. Share
    @2morrowknight TY for the #Into Sean! Nice to meet you @ecotwist @cheryl_aguilar @alexpriest cc: @AnnTran_ @ergeekgoddess @gracenote
    Mon, Mar 26 2012 22:47:01
  14. Share
    #DC Rocks! @ergeekgoddess @2morrowknight @ecotwist @cheryl_aguilar @AnnTran_ @gracenote @MomsofAmerica
    Mon, Mar 26 2012 22:58:33
  15. Share
    @2morrowknight @ecotwist @cheryl_aguilar @alexpriest @anntran_ @momsofamerica @gracenote if that’s not a #PowerTweetUp-I don’t know what is!
    Mon, Mar 26 2012 22:29:50

    Calling for a DC tweetup!

    Now someone is calling for a meetup.
  16. Share
    Calling for a DC tweetup! Who’s #in ? @nicolascpa @2morrowknight @ecotwist @cheryl_aguilar @AnnTran_ @gracenote @MomsofAmerica
    Mon, Mar 26 2012 23:26:24
  17. Everyone is in for a tweetup. Up next: in person meetup. First we’re connected online. Then we’ll have the chance to meet in person. How cool is that?
    What you see here is just a snapshot of the long tail process, that bring us back to the gist of the story (we) retweeted.

    “Our data show that online sharing, even at viral scale, takes place through many small groups, not via the single status post or tweet of a few influencers. While influential people may be able to reach a wide audience, their impact is short-lived. Content goes viral when it spreads beyond a particular sphere of influence and spreads across the social web via ordinarily people sharing with their friends.”

    This tweet is a proof to the study above. You’ll never know who’s going to spread your content around the web – the next time around. In this world that knows no borders, we are all connected.

How do you Make Brands to be More Social?

This is the behind-the-scene interview with Simon Mainwaring, the author of ‘WE FIRST,’ at the Social Good Summit. At the Summit, Simon talks about ‘Building a Private Sector Pillar for Social Change.’ Got a few more Q&As with Simon, which I’ll put it up soon.

Making the Connection for #SocialGood

It’s very inspiring to see how people across the spectrum around the world, are using technology and social media to make connection & do social good. They are using different platforms to educate, empower women and girls, spreading the buzz, connecting displaced people, and more. One thing they share in common – is the ability to make a change.

The starting point of any conversation. Why are we doing this?

Geena Davis @GDIGM at #socialgood: “When are we going to get over the idea that it is shocking that women can do things?” @mashable…
September 20, 2011
Geena Davis @GDIGM at #socialgood: “Kids need to see entertainment where females are valued as much as males.” @mashable @unfoundation
September 20, 2011
Guterres -The most nobel part of our job is to help refugees unite, go back home. #socialgood @refugees
September 20, 2011
.@womenwarpeace: “It’s not just a question of who’s watching media, it’s an issue of who’s talking. We’ve only heard from men.” #socialgood
September 20, 2011
@TheMandyMoore says startling statistics & tidbits are great way to spread awareness on malaria through social media #socialgood
September 20, 2011
Geena Davis @GDIGM at #socialgood: “Gender portrayls influence aspirations. If they can see it, they can be it” @mashable @unfoundation
September 20, 2011
A bed net can protect a family of 4 for up to 3 years (@TheMandyMoore + @ashong are showing+telling!) #socialgood
September 20, 2011
#SocialGood @ABurak on how gaming can be used to make social good changes…in this case for girls & women. Teaching via data.
September 20, 2011
@TheMandyMoore Totally agree about teaching kids about things like malaria in school. Why isn’t this being taught now? #SocialGood
September 20, 2011
Every 45 seconds a child dies of malaria… #SocialGood let’s change that…now @nothingbutnets @themandymoore
September 20, 2011

DuPont Packaging Awards Show Sustainability Drives Innovation

DuPont made the announcement of the winners for their 23rd packaging awards yesterday. DuPont packaging awards dates back to 1986. “The awards is the industry’s longest running, global, independently judged celebration of innovation and collaboration throughout the value chain.”

And welcome to social media! Because I learned about it via @DuPont_ability (their witter account for their sustainability news) and the winners was announced through a global webcast.

DuPont made the announcement of the winners for their 23rd packaging awards yesterday. DuPont packaging awards dates back to 1986. “The awards is the industry’s longest running, global, independently judged celebration of innovation and collaboration throughout the value chain.”

And welcome to social media! Because I learned about it via @DuPont_ability (their witter account for their sustainability news) and the winners was announced through a global webcast.

Continue reading “DuPont Packaging Awards Show Sustainability Drives Innovation”

Chart of the Day: External Drivers of Change

According to the findings of “Leaders of Change” survey by EIU (Economist Intelligence Unit), gathered from 288 respondents (senior executives) “the focus of change management have shifted from cost conscious to more emphasis on growing market share and preparing for the future.

According to the findings of “Leaders of Change” survey by EIU (Economist Intelligence Unit), gathered from 288 respondents (senior executives) “the focus of change management have shifted from cost conscious to more emphasis on growing market share and preparing for the future.

Sales and marketing also get more attention.

As the chart shows below, the external drivers of change varies from industry to industry. For example, for consumer goods company, competitiveness is top on the list (56%), follows with customer demand (44%) and desire to increase market share (51%). Continue reading “Chart of the Day: External Drivers of Change”

4 Ways the Cleaning Product Industry Measured Sustainability and Lessons Learned

The American Cleaning Institute (formerly soap and detergent Association) recently published its first, 2011 Sustainability Report. Didn’t know much about the organization and the work they do. So I interview Brian Sansoni, Vice President of Communication and Membership, for Ecotwist.

In our conversation, we chat about variety of topics related to the industry’s sustainability efforts. We also touched on the history of the organization, lessons learned, product/design/packaging innovation, consumer education and outreach. (We’ll talk more about their consumer education and outreach in another post. Their programs deserve an in-depth look).

According to Brian, the Soap and Detergent Association became “The American Cleaning Institute,” in 2010. Because they want to expand their reach to include ingredient suppliers. In short, ACI is a trade industry association representing producers of household, industrial, and institutional cleaning products, their ingredients and finished packaging, oleochemical producers and chemical distributors to the cleaning product industry.

Many of us might not know that this organization was founded in 1926. They’ve been working on advancing public understanding of the safety and benefits of cleaning products, and protecting the the ability of its members to formulate products that best meet consumer needs – since then. In fact, sustainability has already been at the core (of the Institute) long before “the term” became popular and corporate social responsibility was invented.

In addition, ACI do a lot of work on regulatory, technical, advocacy and outreach work.

Some the household names members, include Amway, BASF, the Clorox Company, Colgate-Palmolive Company, Unilever, SC Johnson, Seventh Generation and more.

Sustainability metrics

ACI realized as there are more groups of people, government interested on how industries operate sustainability, they realized as an organization they needed to put a spotlight on what their industry is doing on sustainability front. Many of the members have been putting up their sustainability operations in and around the companies.

So in 2009, ACI and its members started a pilot project to report on a common set of sustainability-related metrics relevant to the industry for both its consumer packaged goods and raw material supplier members.

Over the course of three years, 20 companies supply data that includes not only companies that make the end products (detergent, household cleaning products) but also companies that supply them with cleaning agents (chemical, enzymes, fragances) – the supply chain. They worked with Environmental Resources Management to device an initial system so companies can track metrics in four different areas that are associated with the U.S. production of cleaning products.

The project was an initial effort to see how they’re doing and to develop some ways for companies large and small to be able to track this kind of data. It was not an easy thing to do because a lot of companies produce and supply products besides cleaning products. So they have to separate out data – just data associated with cleaning products. It was a learning process.

The cleaning product industry measured its sustainability efforts in 4 different areas:

1. Energy use (electricity, steam, and on-site operations).

2. Greenhouse gas emission (CO2 equivalent) from all sources owned or controlled by the company.

3. Water use and conservation.

4. Waste generation.

1. Energy use

The energy metric data includes electricity use, generated offsite; purchase steam use, coal use, kerosene use, fuel oil use, gasoline use, natural gas (liquid and gas form) use, biogas/ landfill gas used as fuel, other ‘green’ energy sources, and energy use from distribution.


>> Result: The total energy use (in gigajoules) for participating members decreased from ’07 to ’09 by approximately 18% per ton of production.

2. Greenhouse gas emissions

Member companies reported on greenhouse gas emissions from all sources owned or controlled by the company, including indirect GHG emissions resulting from the off-site generation of purchased electricity, heat or steam; on-site generation of electricity, heat or steam; other combustion process; physical or chemical processing; venting and fugitive emissions.


>> Result: The greenhouse gas emissions for participating members also decreased by 25% in ’07 to ’09.

3. Water use and conservation

Water is one of the key resources used across in the full-cycle of production from the water used upstream for raw material production to the manufacturing process to consumers when they use their products. The water metric tracks not only the water amount use but also water saved through conservation measures.

The water use data includes: water in product, purchased water, withdrawn from wells, surface water at plants, collected rain water, gray or reused water, steam.


>> Result: Water use decreased by 10% for participating members from ’07 to ’09.

4. Waste generation

Members of the Institute generates both hazardous and non-hazardous waste. The waste metric tracks the amount of solid waste generated, reused, recycled and disposed by each company.


>> Result: Waste generation decreased between ’08 and ’09, but increased by approximately by 2% from ’07 to ’09.

Lessons learned

Learning is part of the process, afterall sustainability is a journey:

– The data helps them understand industry’s environmental performance and the effectiveness of the policies that these companies have in place as well as other programs and their manufacturing process.

– Overtime as companies look to see where the trend is going for their particular line of business, they would put new practices or improved practices in place so they can certainly cut down on energy use and water use.

– For companies during this time of economic challenge the past couple of years, that’s a big expense when you’re paying for fuel, energy to keep the processes moving to formulate products.

– Companies are taking a number of different steps to decrease energy use, make it more efficient that varies per company depending on what they make.

– More and more companies are looking at the practices certainly to get to a point because they are responsible to their stakeholders, customers and employees to put all of these processes in place, make sure that they’re safe and effective as possible.

Innovation.. in the process 

In many cases, through R&D innovation, companies tested and put out products that require less water. For example, liquid laundry detergent. If you go a store right now, you’ll find that liquid laundry detergent are all concentrated. By concentrating and compacting this liquid laundry detergent, consumers could still wash the same number of loads, but the package doesn’t need to be as big. For companies, they don’t need as many fleet of trucks to deliver to the store. So it saves money on transportation. Less packaging means you’re not using much water anymore. And less space needed at the retail level.

You can listen to the full interview here.


Check Out Environment Podcasts at Blog Talk Radio with Dewita Soeharjono on BlogTalkRadio

Continue reading “4 Ways the Cleaning Product Industry Measured Sustainability and Lessons Learned”

When is the Best Time To do Your Social Media, Email and Blogging?

Sometime last week Dan Zarella, the social media scientist with Hubspot, gave a webminar on the science of timing. He’s looking at the best practices of when is the best time to do your social, email and blogging by analyzing data from hundreds of thousands and millions of bits of data. (note: all the graph presented in his data are EST standard).

Best practices for Social Media, Email and Blogging

> The best time to gain retweets is in late afternoon and week.


The contrarian side, based on data of click-through rates of links among the highest users of Twitter, weekends are also considered as one the best time to get retweets. In fact, weekends are better than Mondays or Tuesdays.

Other findings:

– Links to Facebook pages that posted every other day, gain more likes.

– If you tweet to gain more followers & reputation, tweet a lot more. For example, Guy Kawasaki tweets on average 23 a day! And he has some 331k followers. However, if you tweet links to your ‘own’ content, you want to do it randomly. Give space if you want to tweet it again.

> Weekends are best for Facebook sharing

Since about 54% of companies blocked access to Facebook, articles published early in the morning tend to do better than those published later in the day. Take note of this, unlike Twitter – where frequencies don’t matter much – Facebook is more frequency sensitive.


Dig deeper into 5 Questions and Answers of Facebook marketing

> Send emails very early in the morning.. like 6AM.

Send them in the morning. Emails are getting more attention either early in the morning or on weekends. If you’re sending “good” emails, open rates higher on weekends because your email are getting more attention from your readers. And new subscribers are your best friends. This is when you can experiment with timing. The best time to talk with your new subscribers are few days after they signed up. Don’t be afraid of unsubcribes, because they actually can help you to have a clean list.


This data is very interesting: unsubscribes are actually highest if you only send once a month email. Good email, that is. That means, you can send more emails to your list.

The key here is sending good, relevant information.

> Blog published between 10-11AM tend to get the most views. 

More people read blogs in the morning and during the week. You also want to know your audience and understand them. If you have more men that read your blog, they tend to read blogs in the evening. So you can experiment by posting later in the day. On the contrary, to get comments, weekend is your best bet.


> To get the juice out of links, published your blog post early in the morning…like 7AM.

This is the time when most bloggers are looking for ideas on what to write. Blog posts that are published very early in the morning tend to get the more read and links.


Bottom line: experiment with your own social media, email, and blogging and measure it to get the most out of your marketing dollars.

Dig deeper here.