Each week, the People Pattern team chooses different brands to take stock of their marketing efforts. The telecom industry has become increasingly more competitive, and as brands and operating systems vie for valuable new markets and attempt to steal customers from one another, it all comes down to which brand is best able to connect with their customers. T-Mobile has pioneered new methods for targeting customers by using in-house data to engage new customers online with real-time shout-outs to folks who just changed their plan to T-Mobile. This week, we decided to took a look at telecom giant’s audience to better understand T-Mobile’s latest campaign strategies.
For a quick survey of the brand’s audience, the People Pattern application ingested a sample of about 2,500 Twitter followers of @TMobile. The data filtered through the platform, undergoing analysis in machine learning and natural language processing. After a day or so, thousands of unique portraits reflecting a diverse audience with nuanced interests and demographics emerged from the data.
A quick look at the demographics, we can see that the T-Mobile customer is predominately Caucasian, with millennials representing about 65% of the overall audience.
Audience Demographics: T-Mobile
The T-Mobile appears to be doing a good job reaching customers on the west coast and in the southwest, and could stand to improve communications with potential customers along the east coast and southern states.
Geographic Hotspots: T-Mobile
The “Casual Connector” emerged as the top persona, suggesting that the T-Mobile audience tends to be younger, and not necessarily technologically savvy, more interested in using their phones to call friends or shoot off texts. The Casual Connecter is practical and looking for basic functionality in their phones.
Delving deeper into the audience and their specific interests, the platform uncovered the top named entities from the sample. Within the context of the T-Mobile audience, Android was the most commonly mentioned entity, followed closely by Axe, Ford and Google Nexus. The named entities reflect an nuanced group of people, and provide detail into the psychographics of the most common demographic group that exists within this audience sample.
Keen to understand more about the nuances of this group of people, we pulled the top words for the T-Mobile audience. Given that this sample was pulled between November 24th and 28th 2014, the conversation should reflect current events. The most common thread of conversation was focused on Carolina Panthers Wideout, Odell Beckham’s catch against the Dallas Cowboys in last Sunday’s game. The top word “Odell” was followed closely by “ebola”, “free”, “Ferguson” and “Starter Pack”, indicative of a audience that is young, professional, and in sync with popular culture.
The majority of the T-Mobile audience are young, professional, and interested in popular topics and events. Taking a look at the data, we can see that these folks are interested in using technology as means for improving their social interactions. T-Mobile’s efforts to support new users through social media resonate with digital natives. Moving forward, T-Mobile could take their strategies further by identifying influencers in key markets to build a stronger community-driven brand.
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