t Silicon Cape sponsored by Cell C 19 th January 2011 (midnight) to 28 th January 2011 (midday) [email_address]
<ul><li>Methodology: </li></ul><ul><ul><li>Monitor 35 billion websites. </li></ul></ul><ul><ul><li>Volume weighted towards Silicon Cape and Cell C. </li></ul></ul><ul><ul><li>Two types of data exists </li></ul></ul><ul><ul><ul><li>Sample – mentions which have all variables assigned to them by human interaction. </li></ul></ul></ul><ul><ul><ul><li>Actual – mentions which take automated variables provided by BrandsEye </li></ul></ul></ul><ul><ul><li>Mentions were categorised across 24 variables. </li></ul></ul>
Keywords <ul><li>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. </li></ul><ul><li>Respected Sources – These include platforms which have a high readership and influence more than 1 000 people. </li></ul><ul><li>AVE Value – This is the monetary value of the online conversation. This is an earned media value equated to an advert value. </li></ul>
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 19 th and 28 th January 2011. A total of 1160 online conversations were picked up!
56% of this conversation was on the day of the event, 25 th January 2011.
This chatter reached approximately 1 639 680 people. 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.
During the week the conversation generated R 376 098 worth 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.
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).
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.
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.
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.
Interestingly, 13.5% of the online conversation was around networking at the event.
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.
Top consumers that drove the conversation were; General conversation about the event and the 11 Justin Stanford General conversation around the event. 13 Suzanne Stokes Silicon Cape Initiative tweeting and engaging with the community. 18 Silicon Cape Cell C were actively participating in the online conversation around Silicon Cape in the form of retweets and replies. 47 Cell C Conversation around meeting people and networking at the event. 10 Jonathan Duguid General conversation about the event and the success. 9 Samantha Perry Focus Total volume Twitter
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_address] Contact us on Twitter @brandseye Or go to our website: www.brandseye.com