silicon cape event #4 (sponsored by cell c)
DESCRIPTION
This is the Brandseye Report that covers the online impact and reach of the Silicon Cape networking event #4 held on 25/Jan/2011TRANSCRIPT
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Silicon Cape sponsored by Cell C
19th January 2011 (midnight) to
26th January 2011 (8 am)
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Methodology:
� Monitor 35 billion websites.
� Volume weighted towards Silicon Cape and Cell C.
� Two types of data exists
� Sample – mentions which have all variables
assigned to them by human interaction.
� Actual – mentions which take automated variables
provided by BrandsEye
� Mentions were categorised across 24 variables.
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Keywords
� Conversation – also referred to as a mention, this is each time the brand name is used online. This could be in the form of a listing and positive or negative conversation.
� Respected Sources – These include platforms which have a high readership and influence more than 1 000 people.
� AVE Value – This is the monetary value of the online conversation. This is an earned media value equated to an advert value.
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BrandsEye went on an adventure to track the conversation around the Silicon Cape event which was sponsored by Cell C. The data was analysed between the 19th and 26th January 2011. A total of
online conversations were picked up!
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of this conversation was on the day of the event, 25th January 2011.
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This chatter reached approximately
1 223 335people. As an example a large global golfing event held in South Africa generated the same reach in approximately two weeks. In context, this shows Silicon Cape as an initiative is on the right track in developing a community of following to build on. In addition, this also generated considerable brand awareness for Cell C.
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During the week the conversation generated
R 280 477worth of earned media – for Silicon Cape of which a large percentage also referenced Cell C. This shows that partnership between social enterprise and corporate sponsors in the offline space are a viable and measurable generator of online returns.
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Why was this the case?
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The Silicon Cape initiative functioned as a networking hub for influential people within the digital space. This is evident by the fact that
of the conversation around Silicon Cape was from a respected source (a respected source reaches a minimum of 1 000 people).
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Let’s take a closer look at the sources of conversation…
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of the conversation was generated by consumers. As Silicon Cape targets entrepreneurs this was ideal as they make up the same consumer market. At the same time, sponsorships aim to reach the end consumer – results show the conversation generated directly reached and was driven by the end consumer. Traditionally, a launch would be directed at the press who then communicate the message to the consumer. In this case, the chain of communication has been shortened and is more direct.
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Communication platforms?
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Twitter contributed to of the
total conversation. The remainder of the conversation was directed through the following platforms:
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What were the hot topics?
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Cell C launched the new service ‘MyTools’. ‘My Tools’was mentioned in
of the hot topics. The conversation around the launch and product were highly positive, with mentions of a demo and practicality.
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Cell C’s CEO Lars P. Reichelt who attended the event accounted for
of the hot topics. His presence there was therefore helpful in promoting conversation, the event and the launch.
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Interestingly,
of the online conversation was around networking at the event.
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What about the sentiment?
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Only
of the total conversation was negative, with no specific trends but rather instance-based negativity. Indicating on the whole the event and launch were a success and were well accepted by the targeted community.
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Top consumers that drove the conversation were;
General conversation around the
event.
13Suzanne Stokes
Silicon Cape Initiative tweeting and
engaging with the community.
18Silicon Cape
Cell C were actively participating in
the online conversation around
Silicon Cape in the form of retweets
and replies.
47Cell C
Conversation around meeting people
and networking at the event.
10Jonathan Duguid
General conversation about the
event and the sponsors.
9Samantha Perry
FocusTotal volumeTwitter
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Visual Support
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Visual Support
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Visual Support
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Visual Support
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BrandsEye is an online reputation management service which focuses on the real-time monitoring and management of corporate reputations in the digital space.
For more information:
Contact Tim Shier on 021 462 7353
Email the team on [email protected]
Contact us on Twitter @brandseye
Or go to our website: www.brandseye.com