Net Prophet 2011 – Incredible Online Mileage

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.

J&B Met on track and online?

Please note this is a re-post from an article I wrote in 31/01/2011 on http://www.brandseye.com but the website has since changed format and are no longer accessible.

Monitoring the Daisies

Please note this is a re-post from an article I wrote on 08/10/2012 on http://www.brandseye.com but the website has since changed format and my posts are no longer accessible there.

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Each year BrandsEye partners with Rocking the Daisies to learn about what people have to say about the festival. In return, the BrandsEye-landers get festival passes to experience the festival vibe for themselves and generally make a big deal about it. So what did we learn?

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This year 6 805 people posted online about Rocking the Daisies. While this will include people who were upset they couldn’t attend, that does mean that more than one out of every three festival attendees talked about Daisies online!

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There have been 14 756 mentions of Daisies in the last five months online. That’s more than twice as much as Heritage Day/National Braai Day received.  If 6 805 people tweeted, this means that most people who spoke about Daisies online, tended to speak about the festival at least twice or more.  That’s a healthy measure of brand loyalty for you!

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Most of these publicly-available mentions came from Twitter. There was still of course, lots of conversation about the festival on Facebook, but many of the attendees are more than likely to have quite high privacy settings and we wouldn’t want to infringe upon them – what we’re reporting on here is what we’re allowed to monitor.

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The benefit of inviting famous bands and artists to your festival is getting coverage from highly influential sources. This means that Rocking the Daisies saw incredible return on investment from their online conversation.

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There were 15 287 380 Opportunities-To-See conversation about Rocking the Daisies this year.  If Seed Experiences (the guys who brought you Daisies) had paid the online community to talk about their festival, it would have cost them R 3 324 775.  These values are more than all of the conversation generated about Lady Gaga coming to South Africa!

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Highly influential authors (of which there were many) included DJ Fresh, Poppy Ntshongwana, 5fm,  Bloc Party, Rob Van Vuuren, various clubs and as well as several press websites’ profiles. People spoke the most about seeing Bloc Party, getting tickets, being generally excited about the weekend and having a good time.

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There were an incredible 4 287 mentions of #RTD2012, with conversation about the festival generating 3 603 re-tweets. Many of these were related to headline act Bloc Party, which in itself generated 16% of all conversation (2 410 mentions to be exact).

There were 1 801 tweets which engaged with official festival profile, @rockingthedaisy but interestingly a further 799 tweets incorrectly referenced @rockingthedaisies in their tweets.

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Interestingly there wasn’t all that much conversation about the various bands – we’ll put this down to the fact that not too many people were busy on their cellphones during the festival. That said, the band that scored the most volume (other than Bloc Party) was Desmond and the Tutus, which generated 91 mentions.

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And just for laughs, festival-joke, “Alan and Steve” appeared in conversation 176 times. We were seriously hoping that “Alan” and “Steve” would have popped up on this word cloud but people were just so excited for the festival and had such a great time that the prevailing themes of conversation were overwhelmingly positive.

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Thanks to Seed Experiences and to all of the Daisies’ Sponsors, Organisers – we had an amazing time!