#fusionmex event: social listening report by @thereference

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A full and detailed social listening report by Belgian agency The Reference using Alterian SM2 to measure and analyze the "buzz" surrounding the Fusion Marketing Experience event.

A full and detailed social listening report by Belgian agency The Reference using Alterian SM2 to measure and analyze the "buzz" surrounding the Fusion Marketing Experience event.

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  • 1. Social Intelligence starts with theability to LISTEN! @Fusionmex Buzz Report The Reference Stapelplein 70 | 9000 Ghent | Belgium | phone: 32 (0) 9-234.05.36 | fax: 32 (0) 9-234.05.37 BTW BE 0474.475.203 RPR Gent | KBC: 417-7090271-29 – IBAN BE26 4177 0902 7129 – BIC KREDBEBB
  • 2. Contents 1. Monitoring scope ....................................................................................................................................................................... 4 2. Before the event – people looking forward to it ......................................................................................................................... 4 3. During the event – getting in the minds of the attendees ........................................................................................................... 6 4. Fusion Marketing Experience – the next day ............................................................................................................................ 14fusion-marketing-buzz-report-v3 -2-
  • 3. This report gives an overview of the buzz The Reference measured before – during –and after the Fusion Marketing Conference which took place on Wednesday March 23rd in Brussels. The buzz capturing & analysis was done by using Alterian SM2, a product from Alterian, a leader in Customer Engagement Platforms and one of the business- and technology partners from The Reference. The Reference Stapelplein 70, bus 201 9000 Gent T: +32 (0)9 234 05 36 F: +32 (0)9 234 05 37 info@reference.be www.reference.be | www.theweblog.befusion-marketing-buzz-report-v3 -3-
  • 4. 1. Monitoring scope  Topics o Conference and speakers buzz  Monitoring period: ± 1 week before & ±1 week after the Fusion Marketing Conference o 09/03/2011 – 29/03/2011  Geographical focus o Belgium  Languages monitored: o Dutch o French o English 2. Before the event – people looking forward to it About 1 week before the start of Fusion Marketing Experience we can see a significant increase in tweets covering the event. Buzz around the conference is mostly mentioned on Twitter (± 98%), followed by News & Media portals (0,7%), Blogs (0,44%) and Forums (0,22%). Fusion Marketing Experience buzz is mostly coming from Twitterfusion-marketing-buzz-report-v3 -4-
  • 5. 350% increase! As from 20/03 there is a remarkable increase of the buzz in Twitter with almost 350%! The top 10 twitterers, 1 week before the Fusion Marketing Experience launch included: The top 10 Twitterers including their number of tweets covering Fusion Marketing Experiencefusion-marketing-buzz-report-v3 -5-
  • 6. The context of the buzz on Twitter is mainly related to people making publicity for the event by:  Referring to keynotes,  Counting down the days towards the event,  Letting their network know they will be attending the conference,  Referring to the pre-event dinner. 3. During the event – getting in the minds of the attendees A total of 1.505 tweets were collected during the course of the event. Obviously by promoting the official conference hashtag #fusionmex, Twitter was by far the most used social channel covering the buzz during the event. 28.5% of the tweets were original tweets, 71.5% contained an @user reference, 83.7% contained hashtags and 29.7% were retweets. The bulk of all tweets sent came from 104 unique Twitterers.fusion-marketing-buzz-report-v3 -6-
  • 7. Number of Tweets per User 120 Congrats @chrisgomedia with 101 tweets! 100 Congrats @Chrisgomedia with 101 tweets! 80 # Tweets 60 40 20 0 Users The top 20 most active attendees tweeting during the conference included the following: Users # Tweets chrisgomedia (Chris Tompkins) 101 treypennington (Trey Pennington) 78 The Twitter Ninja’s during ElCools (Elly Cools) 66 Kvanbeeck (Kenny Van Beeck) 56 #Fusionmex jansoone (Ilse Jansoone) 56 mreyserhove (Muriel Reyserhove) 55 MarketCapNews (Alfred den Besten) 48 EricEVGEurope (Eric Ingrand) 44 GJ_Schoppert (Gert-Jan Schoppert) 32 iamgfc (gianfranco cuzziol) 32 MickGriffin (Mick Griffin) 31 Yoast (Joost de Valk) 30 thebrandbuilder (Olivier Blanchard) 29 maciej_ossowski (Maciej Ossowski) 27 remybergsma (Remy Bergsma) 24 Tinyilse (Ilse himschoot) 22 jkivit (John Kivit) 21 mohow (Elsie De Stoop) 20 mcbrando (mcbrando) 17 jvanrijn (Jordie van Rijn) 17fusion-marketing-buzz-report-v3 -7-
  • 8. What were attendees tweeting about? Let’s have a look at what was in the minds of the attendees. The twitter stream will shed the light! A good starting point to handle this is to look at the most frequently used hashtags by attendees in their tweets. By mining these hashtags, we can get a first insight into what the key messages were that attendees spread via Twitter. Since 83.7% of all tweets contained #hastags, it shows that attendees wanted to stress particular messages, insights they wanted to share with other attendees, etc… Below you will find a word cloud covering most hashtags that were being used in Tweets.fusion-marketing-buzz-report-v3 -8-
  • 9. Quick learnings from mining the #hashtags  The keynote from Dela Quist on email marketing caused a lot of reactions. Some feedback from the attendees:  Further analysis on the Tweets covering Dela Quists presentation, shows that some people found it quite controversial:fusion-marketing-buzz-report-v3 -9-
  • 10.  Also Social Media & content marketing seem to be “hot topics” during the conference. The presentation by Olivier Blanchard caused quite some reactions and his book Social Media ROI was tweeted about a lot as well. For those who didn’t attend #Fusionmex, we offer an overview of key “tweet- aways” from Olivier Blanchard’s presentation: - Four types of people need to manage socialmedia: strategy/operations/monitoring/analysis - Social media is not that complicate. 1-use social media to learn more faster 2-help, be useful 3-repeat repeat - Social media = not just a marketing channel, dont treat it as one - 4 core social disciplines. strategy, operations, management, analysis. - Youre always one asshole away from losing your best customers - Building a facebook fan page isnt enough. now you own it and are responsible for the communication channel. - Acquisition is just the beginning. Dont stop at the Likes/Follows/Clicks - If you arent using social media to become a better company you arent using it right When it comes to content marketing, we’ve learned from Davy Chaffey that “Having a content strategy is the number one asset any company need to start with”fusion-marketing-buzz-report-v3 - 10 -
  • 11.  Talking about SEO, @Yoast taught us that we need to create videos "Createvideos; youll rank better in google and youtube (the worlds second biggest search engine)"  Quite some people were excited about getting a bandana from Trey Pennington! (Should we start a Bandana fanpage? )  High temperatures were registered during the Fusion Marketing Conference ;-) Some people really suffered from the heat.fusion-marketing-buzz-report-v3 - 11 -
  • 12.  The most remarkable quotes that were tweeted and re-tweeted by the audience came from: The essential elements of storytelling always popular: You are always only Passion+Hero+Antagonist+ one asshole away Awareness+Transformation from losing your best customers Dave Chaffey Olivier BlanchardIf you are trying to You can FAKE beingbe relevant, youll nice, but you cant fail. Be valuable. keep it up forever Trey Pennington Dela Quist fusion-marketing-buzz-report-v3 - 12 -
  • 13. Which speaker was mentioned most on Twitter during the conference? Let’s have a look at which speakers caused the most conversations on Twitter. In the numbers below, we’ve excluded their own tweets ;-). The top 5 mentioned speakers were: 1. Olivier Blanchard  251 mentions (@brandbuilder) 2. Joost de Valk  120 mentions (@yoast) 3. Trey Pennington  107 mentions (@treypennington) 4. Dela Quist  106 mentions (@delaquist) 5. Dave Chaffey  102 mentions (@davechaffey)fusion-marketing-buzz-report-v3 - 13 -
  • 14. 4. Fusion Marketing Experience – the next day Reviews and next day coverage are coming in not only from Twitter but blogs are becoming more active as well. Some next days blog & forum reviews / coverage:  http://bvlg.blogspot.com/2011/03/fusionmex-richard-sedley-exploring.html  http://alsagora.blogspot.com/2011/03/slide-social-media-roi-business.html  http://buzz-mouth.blogspot.com/2011/03/quick-brussels-fusion-marketing- summit.html  http://www.socialmarketingforum.net/2011/03/fusion-marketing-experince- wrap-report/ The top twitterers covering “next day” buzz: User # Tweets chrisgomedia (Chris Tompkins) 45 Fusionmex 24 Hugeheadca (Jim Ducharme) 15 Smarketingforum 12 Theemailguide (The Email Guide) 10 Marketingtwitz (Renilde De Wit) 9 Searchcowboys (Searchcowboys) 6fusion-marketing-buzz-report-v3 - 14 -
  • 15. Chris Tompkins also created a newspaper on Paper.li “Fusion Thought Leaders Today”, have a look!fusion-marketing-buzz-report-v3 - 15 -
  • 16. fusion-marketing-buzz-report-v3 - 16 -