silicon cape (sponsored by cell c) 2011 - jan
DESCRIPTION
At the first Silicon Cape Initiative event of 2011 Cell C was the main sponsor. This presentation provides some high level data about the event itself.TRANSCRIPT
www.brandseye.com
t
Silicon Cape sponsored by Cell C19th January 2011 (midnight) to
28th January 2011 (midday)
www.brandseye.com
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.
www.brandseye.com
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.
www.brandseye.com
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 28th January 2011. A total of
1160online conversations were picked up!
www.brandseye.com
56%of this conversation was on the day of the event, 25th January 2011.
www.brandseye.com
This chatter reached approximately
1 639 680people. 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.
www.brandseye.com
During the week the conversation generated
R 376 098worth 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.
www.brandseye.com
Why was this the case?
www.brandseye.com
The Silicon Cape initiative functioned as a networking hub for influential people within the digital space. This is evident by the fact that
64.5%of the conversation around Silicon Cape was from a respected source (a respected source reaches a minimum of 1 000 people).
www.brandseye.com
Who were the main sources?
www.brandseye.com
96% 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.
www.brandseye.com
Communication platforms?
www.brandseye.com
Twitter contributed to 89% of
the total conversation. The remainder of the conversation was directed through the following platforms:
www.brandseye.com
What were the hot topics?
www.brandseye.com
www.brandseye.com
Cell C launched the new service ‘MyTools’. ‘My Tools’ was mentioned in
5.5% of the hot topics. The conversation around the launch and product were highly positive, with mentions of a demo and practicality.
www.brandseye.com
Cell C’s CEO Lars P. Reichelt who attended the event accounted for
7.0% of the hot topics. His presence there was therefore helpful in promoting conversation, the event and the launch.
www.brandseye.com
Interestingly,
13.5% of the online conversation was around networking at the event.
www.brandseye.com
What about the sentiment?
www.brandseye.com
Only
5.5% 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.
www.brandseye.com
Top consumers that drove the conversation were;
Twitter Total volume Focus
Samantha Perry 9 General conversation about the event and the success.
Jonathan Duguid 10 Conversation around meeting people and networking at the
event.
Justin Stanford 11 General conversation about the event and the
Suzanne Stokes 13 General conversation around the event.
Silicon Cape 18 Silicon Cape Initiative tweeting and engaging with the
community.
Cell C 47 Cell C were actively participating in the online
conversation around Silicon Cape in the form of retweets
and replies.
www.brandseye.com
Visual Support
www.brandseye.com
Visual Support
www.brandseye.com
Visual Support
www.brandseye.com
Visual Support
www.brandseye.com
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 021 467 5960
Email the team on [email protected]
Contact us on Twitter @brandseye
Or go to our website: www.brandseye.com