geekretreat 2011 - november 2010 analysis
DESCRIPTION
A short review of where GeekRetreat is and what everybody should be doing to drive more love for the event!TRANSCRIPT
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Methodology: Monitor 35 billion websites.
Volume weighted towards Geek Retreat.
Mentions were categorised across 24 variables.
All variables are checked and verified by an
individual to ensure quality of results.
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Online Reputation Management Buzz Words Conversation – also referred to as a mention, this
is the number of individual pages on which the brand is mentioned (i.e. a press article or a tweet both count as a mention towards the brand).
Respected Sources – These include platforms/authors which have a high readership of more than 4000 people.
AVE Value – This is the monetary value of the online conversation. This is an earned media value equated to an advert value. AVE = Brand impressions x DMMA recommended CPM / 1000. I.e. how much would it have cost to do display advertising to the same population.
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GeekRetreat was tracked for one month, with
203online conversations.
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The conversation generated has reached
313 330people. This is incredibly high considering the online population in South Africa.
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The conversation in the one month amounted to an advert value equivalent of
R 72 014This is the value of earned media for the reporting period. The high value indicates the event is already providing a return for sponsors and organisers.
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How?
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Well, the more influential the author, the greater the reach. Having said that,
18.3%of the conversation around GeekRetreat was from a respected source. This means these conversations reached a minimum of 4 000 people.
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The exact source of the conversation is…
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52% of the conversation around GeekRetreat was generated from consumers.
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The industry average for consumer conversation is usually between
60% and
80%
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The remainder of the conversation around the event was broken down further as
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In more detail…
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The main domains which generated the conversation were
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Main themes
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60.3% of the conversation was in reference to the event itself with no affiliation to the sponsors or organisers.
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Conversely,
24.2% of the conversation was around the sponsors of the event. This indicates the sponsors contributed a high proportion of the conversation, are having positive impact on promoting the event and are getting strong coverage.
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On the other hand,
15.3% of the conversation was around event organisers such as Heather Ford.
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On a positive note…
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During the reporting month, there were almost
0 negative mentions. This is very rare for South African brands and bodes well for the event itself.
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And who is so happy?
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The top authors of the online conversation on Twitter were
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Key take aways…
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Conclusions Conversation generated around GeekRetreat
during the one month of tracking has been considerably high.
However, the conversation is neutral with few major themes.
Consumer conversation has been lower than the general average, which is between 60% - 80%.
Enterprise conversation from Sponsors such as Avusa and IS Labs has driven the GeekRetreat.
Sentiment around the brand has been good, with almost 0 negative mentions.
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Recommendations
It is recommended the key thought leaders and engaged to drive more conversation around the event through the official Twitter handle. This will provide an opportunity to get consumers to engage on key topics in industry and set the scene for the outcomes of the event upfront.
It is further recommended that organisers generate more excitement and anticipation around the event. This can be done by further identifying the focus and actively sharing objectives, attendance numbers and various other figures for the event.
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