Please note this is a re-post from an article I wrote on 15/05/2011 on http://www.brandseye.com but the website has since changed format and my posts are no longer accessible there.
In just over three months of monitoring the online conversation about this year’s Net Prophet conference, BrandsEye picked up 5 963 unique mentions. This included the conversation in the build up to the event, on the conference day itself and all of the content published after the event as well.
In this time, approximately 6 962 825 people would have had the opportunity-to-see or be reached by this year’s Net Prophet message – such extensive coverage would similarly have generated an advert value equivalent (AVE) of R 1 612 160.
These volumes were obtained with minimal relative pushing of the Net Prophet brand story with only 2% and 1% being driven by enterprise and press-based sources respectively. Aside from content from Net Prophet-associated social media presences, the top contributors of non-consumer conversation included Memeburn and Afrinnovator.
Twitter served as a vocalising platform for 81% of the total conversation, which is appropriate given its consumer-friendly nature and considering more than 97% of the Net Prophet conversation was driven by consumers.
On the Day of the Event
We saw 3 529 tweets using the Net Prophet hashtag coming from 851 unique authors on Twitter. To put this conversation in context this is roughly what a national event like this year’s State of the Nation Address (exclusive of the drinking game conversation) received in one day.
However, tentatively, due to the high online credibility of some of the attendees approximately 3 984 785 people had the opportunity-to-see or be reached by the Net Prophet message on Twitter on that day alone.
Twitter accounted for the vast majority of mentions on the event day (99%), with some content also coming from blogs like shesthegeek.co.za and donpackett.posterous.com. As such, the earned advert value equates for the reach of the Twitter conversation solely on the 12th of May equates to R 923 044.
The Net Prophets
The speaker who generated the most conversation was Richard Mulholland, who accounted for 298 mentions alone, of which 265 thereof engaged with his Twitter presence. However, the audience engaged the most with Diana Blake’s content – with the Joule concept vehicle receiving 208 direct mentions.
Gustav Praekelt and Jason Xenopoulos received 137 and 113 mentions respectively, also a large share thereof coming from interactions on Twitter. Permjot Valia and Rapelang Rabana also generated considerable volumes of conversation, with 93 and 90 mentions respectively. Conversation for these speakers, also focused more on their content rather than their individual public presences.
On the whole it was a incredible fusion of the best ideators, thinkers and digital pioneers of our online community. We look forward to next year’s event with great anticipation to see how much the online space has developed in the space of a year, which is where the legacy of this year’s event will truly illustrate how positively the event was received.
On track and online 