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Execu;ve Summary Cyprus Presidency The Council’s press release on the President’s speech at the opening ceremony of the Cyprus presidency has reached a moderate 3.7 Million people and has been picked up by over 200 news arIcles. However, it was not able to create a signiﬁcant impact on social media with just over 3000 shares. EU Council mee;ng in Brussels 28-‐29 June 2012 • Regarding the Council’s twi3er presence, @euHVR managed to achieve more retweets and more people engaging with the account when compared to @EUCouncilPress. • The overall subject ma3ers which received the most media a3enIon during the EU Council meeIng were the unrest in Syria and Iran’s nuclear program. “Growth and jobs” were the most menIoned subject ma3ers in France and the United Kingdom.
Impact on web communica;on channels Press releases Assessing the social media impact of Speech by Herman Van Rompuy President of the European Council at the Oﬃcial Opening Ceremony of the Cyprus Presidency From: 3rd July – 11th July 2012 Impact from own Facebook Page Assessing the social media impact of “The Council of the European Union” Facebook page From: 23rd Jun – 4th July 2012 Impact from own TwiMer Account Assessing the social media impact of “@euHVR” TwiHer Account “@EUCouncilPress” TwiHer Account From: 23rd Jun – 4th July 2012 We make sense out of media
Press Release (PR) Impact Speech by Herman Van Rompuy President of the European Council at the Oﬃcial Opening Ceremony of the Cyprus Presidency Copied Words/Phrases or Referred to PR Copied Words/Phrases or Link to PR Direct Shares News Blogs Tweets Videos 212 News ArIcles 30 Blog Posts 106 Tweets 8 Videos Indirect Shares Direct Shares Total PR FB shares – 368 FB Likes -‐ 61 FB shares – 26 Impact Click shares – 1,087 FB Likes – 5 4,176 Retweets – 605 Retweets – 16 Comments – 13 shares Indirect Shares Comments – 2,172 Google+ -‐ 7 Editorial Marke;ng Value Reach 3rd – 11th Jul 2012 $32,528 3,705,813
Press release brief Inﬂuence Split Online News accounted for 71.62% of all direct High, 69, shares while accounIng for 97.6% of all the 26% indirect shares. Low, 127, 47% Med, 72, 27% High Inﬂuence sources share of voice was 26% of the arIcles but is credited with 90.85% of all the Direct Shares -‐ Share of voice Videos, 8, indirect shares. 3% Tweets, 46, 15% Blogs, 30, 10% Cyprus Mail and the @euHVR Twi3er account were idenIﬁed as the sources that brought News, 212, 72% about the most indirect shares. 3rd – 11th Jul 2012 5
Impact from Facebook Page Start of meeIng End of meeIng 35 400 Post on the Comments and Likes on own post 30 350 predicIon of Euro Accession talks cup winners 300 Number of own posts 25 with Montenegro Average Page Likes Montenegro accession talks begins. European patent 250 20 agreement in place. 200 15 150 10 100 5 50 0 0 Comments on own posts Likes on own posts Own posts Avg. Page Likes 1 week before event Avg. Page Likes during event Avg. Page Likes 1 week ager event “The Council of the European Union” own Facebook posts drew the most social media impact from accession talks with Montenegro to join the EU. Most of the social media impact came in the form of likes on “The Council of the European Union” own Facebook posts. The most comments came in response to a post asking for predicIons on the Euro Cup 2012 winner. 23rd – 4th Jul 2012 6
Impact from TwiMer accounts Retweet magniﬁca;ons during event* No. of TwiMer followers gained No. of Engagement TwiMer Account 1 week *Period 1 week TwiMer Account Own retweets (@account being monitored before of event a]er being monitored Tweets from Own references) tweets @euHvR 18 680 991 @euHvR 1,085 1,221 912 @EUCouncilPress 52 387 193 @EUCouncilPress 231 198 213 Start of meeIng End of meeIng During the meeIng in Brussels, the 100 500 rate of no. of retweets for the 90 450 @eUHVR account outpaced the @EUCouncilPress account, despite Engagement references/ 80 400 Retweets of own posts more frequent tweets being made 70 350 using the @EUCouncilPress account. Own Tweets 60 300 50 250 The @euHVR twi3er account had 40 200 nearly 38 Imes the number of 30 150 retweets for each of its own tweets, 20 100 compared to 7.44 Imes from the 10 50 @EUCouncilPress account. 0 0 The increase in number of followers during the event was also higher for the @euHVR account. From:EuCouncilPress From:euHVR @euHvR @EUCouncilPress RT @euHVR RT @EuCouncilPress 23rd Jun – 4th Jul 2012 *Period of the event consLtutes of 2 days prior and 2 days aNer the 7 duraLon of the event (i.e. 6 days)
Event Monitoring European Council mee;ng in Brussels 28-‐29 Jun From: 26th Jun – 1st July 2012 Social media impact progression How did the social media impact of arLcles trend before, during and aNer the meeLng? Subject Ma3er Breakdown Which subject maHer was discussed more in which countries? Which subject maHer was discussed more in which language? We make sense out of media
Social Media Impact* Progression 50,000 2,500 Start of meeIng End of meeIng 45,000 40,000 2,000 35,000 Social Media Impact No of men;ons 30,000 1,500 25,000 20,000 1,000 15,000 10,000 500 5,000 0 0 2012-‐06-‐26 2012-‐06-‐27 2012-‐06-‐28 2012-‐06-‐29 2012-‐06-‐30 2012-‐07-‐01 Social Media Impact Number of menIons On the eve of the event, the number of menIons started to increase more rapidly. The social media impact of those menIons grew faster and declined faster than the menIons before and ager the event respecIvely. *Social Media Impact measures reacIons across all social sharing channels, including: Facebook 26th Jun – 1st Jul 2012 likes and comments; comments on news and blog arIcles; tweets of the arIcle; clicks on the 9 arIcles bit.ly link; shares on Google Buzz; recommendaIons on Reddit
Subject MaMer Breakdown Language split Belgium Portuguese Turkey Italian Overall share of voice 112, Switzerland 114, German 4% 4% Cyprus Dutch Netherlands United Kingdom French 1,090, Spain 1,608, Spanish 37% 55% France 0 100 200 300 400 United States English InternaIonal 0 500 1000 1500 2000 0 200 400 600 Iran and Syria Growth and Jobs MulIannual ﬁnancial framework Report on EMU The subject ma3er that has the most number of menIons overall was the Syrian crisis and Iran’s nuclear program. English and Spanish arIcles were focused on the “Syria and Iran” while French, Dutch and German arIcles were more concentrated on the “Growth and Jobs” pact. InternaIonal and United States sources dominated the discussions around the subject ma3ers with 64.89% of the arIcles covering “Syria and Iran” while France and UK sources covered more discussions around “Growth and Jobs”. 26th Jun – 1st Jul 2012 * Only top 10 geographical locaLons shown here 10
Thank You Ashwin.Reddy@ﬁsheyeanaly;cs.com We make sense out of media
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