Total tweets represent the number of times a unique tweet has been sent out with the hashtag.

Contributors are those individuals who first started tweeting with the hashtag. (Doesn’t include people who Retweeted)

Total audience represents the number of people that tweeted, retweeted or favorited a tweet with the hashtag.

Total impressions represent the number of times a tweet with the hashtag was viewed.

The average number of times a member of the audience saw a tweet with the hashtag. (The bigger the number, the higher the retention)

The number of tweets made by each contributing Twitter user.

This analysis was conducted over a 214 hour window starting from

The number of unique tweets per hour.

First tweet

During the event

Geographical distribution of tweets;

Countries Reached:IndiaNepalBangladeshSouth AfricaAustraliaGermanySpainEnglandScotlandUSAPeru

Strategy• The iTech2015 hashtag is a property that was newly created. There was no existing social media

reach, retention from previous events or key influencers.• Before Phase 1 began working on the social media aspect, #iTech2015 had only one tweet with a

total audience of 17 and total impressions of 218.• By leveraging three key influencer accounts (@ITCInfotech, @Phase1xperiences and

@timesofkieran) and onboarding local and international influencers with large follower bases.• We ensured that Twitter activity was live through the hackathon, giving live pictures and updates

across 53 hours of operation with frequency just enough to get featured on user dashboards but not high enough to be filtered as spam.

• By contacting people across the globe and getting them to retweet/tweet with the hashtag, we increased the perceived importance of the event thereby causing the hashtag to appear more often in live feeds leading to more audience, impressions and retweets.

• By linking iTech2015 with the keywords Hackathon and IoT, tweets reached only the relevant audience. While this may reduce audience reach, it increases credibility and IP retention.

• The hashtag and relevant keywords were also included in the metadata of every uploaded image to gain greater visibility on search engines like Google and Bing.

• On ground encouragement to retweet and tweet using the hashtag was done by both Phase 1 and the organizing committee of ITC Infotech.

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These numbers represent the number of users following each of our contributors and therefore likely to be influenced.

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Credits:

MarketingShamine D’Souza, Amrita Sawhney

OperationsHemanth Reddy

CreativeKiran Saldanha, Manu and Krithika R.

Data Mining and Analysis by Kiran Saldanha

A case study by