[email_address] TEDxCapeTown: 26 th February – 19 th April 2011
TEDx Cape Town 2011 <ul><li>In the spirit of ideas worth spreading , TED created TEDx – a program of local, self-organized events that bring people together to share a TED-like experience. </li></ul><ul><li>www.TED.com/TEDx </li></ul><ul><li>TEDxCapeTown was inspired by the Bruce Lee quote, “Be Water My Friend.” TEDxCapeTown similarly took its inspiration from the life of water to share ideas of technology, entertainment and design within our local and online community. </li></ul><ul><li>www.TEDxcapetown.org </li></ul>
BrandsEye’s Role <ul><li>BrandsEye sponsored monitoring and measurement of the online conversation about TEDxCapeTown in order to assess the success of the event and longevity of the brand online. </li></ul><ul><li>Our intention is to provide you with simple, accessible information about the event itself and of the lasting impact of the TEDxCapeTown message. </li></ul><ul><li>In this way we aim to assist the organisers and participants of both current and future TEDx events to create increased and lasting value for our greater online community. </li></ul>
What did BrandsEye track? <ul><li>Any online conversation about this year’s event since </li></ul><ul><li>February, relating to the theme, the speakers, the organisers, the sponsors and the attendees themselves! </li></ul><ul><li>Any mentions of TEDxCapeTown across over 35 billion </li></ul><ul><li>open-content websites within: </li></ul><ul><ul><li>Social media networks, blogs </li></ul></ul><ul><ul><li>Online news, forums </li></ul></ul><ul><ul><li>Company websites </li></ul></ul>
<ul><li>In less than 2 months, this year’s TEDxCapeTown event was mentioned </li></ul><ul><li>1 727 </li></ul><ul><li>times by consumers, companies and members of the press. This is more than what a blue chip hospitality brand would expect in a month (with considerable funding). </li></ul>
Volume <ul><li>The greatest spikes in conversation, occurred on the day of the event (541 mentions) and on the 5 th of April during the Nokia N8 Idea Worth Sharing campaign (117 mentions). </li></ul>
How many people were reached by the TEDxCapeTown brand?
<ul><li>In less than two months, more than </li></ul><ul><li>2 192 145 </li></ul><ul><li>people had the opportunity-to-see and share in the TEDxCapeTown story. </li></ul>
Credibility Most people who talked about TEDxCapeTown had online audiences of 300 - 1000 people (credibility 3 - 4). However, there were also a higher percentage of respected authors (credibility 5≤), resulting in a greater overall reach. Are you a credible source? How many followers do you have? The more people you can reach online, the more credible your conversation is.
<ul><li>And reaching credible numbers like that, implies a very valuable conversation! This yielded approximately, </li></ul><ul><li>R 508 232 </li></ul><ul><li>in earned media value (the cost saved in paid advertising media in order to reach the same size population online). </li></ul>
Sentiment This conversation was overwhelmingly favourable, with 25.6% being exceptionally positive, fully endorsing the event. The only negative mentions (0.25%) came from attendees pointing out a few organisational bottlenecks.
Media Origin 10% of this conversation was driven by TEDxCapeTown owned domains, which was very successful in inspiring vast amounts of consumer engagement online. 89% consumer-based conversation is a lot more than most big brands in SA would see.
Top Domains This conversation took place mostly on Twitter, with some engagement happening on Facebook (mostly to do with the Nokia N8 competition). In addition to significant coverage in the blogosphere, the TEDxCapeTown Twitter hashtag even trended globally on the day of the event!
Top Influencers Twitter TEDxCapeTown also saw some organic citizen journalism, with the likes of Adele Groenendaal (32 Tweets!), Grace Kim, Ronell Sharee, Anita B and Irene Kim reporting consistently throughout the event!. Nenad Ristic, who also blogged accounTED for 57 tweets overall.
Key Take Away Broadening our minds with ideas worth sharing is vital to humanity’s progress and development. Offline conversations are critical in this creative process to this end. However, by moving these conversations online, the message has a much more lasting impact. Considering how much learning the online community at large can extract from the watershed ideas shared online by TEDxCapeTown, the value of its online footprint for our collective application cannot be over-emphasised.