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Cebit 2013 Social Analytics

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NextPrinciples analyzed social media engagement on CeBIT 2013 held on 5th & 6th March at Hannover, Germany. …

NextPrinciples analyzed social media engagement on CeBIT 2013 held on 5th & 6th March at Hannover, Germany.

The analysis was conducted using NextPrinciples’ Insight-to-Action Social Analytics & Engagement Platform.

In this analysis, we analyze the Reach, Engagement & Impact metrics for this event on Twitter.

The analysis provides a quick preview to the Tracker Analytics that are included in Insight-to-Action.

The analytics were run in real time and many of the charts were tweeted live. This is the summary presentation.

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  • 1. CeBIT 2013Social Analytics enabling social customer-centric businessesBy: Subramanyan RG@subramanyanrg @NextPrinciples /NextPrinciples NextPrinciples.com /companies/NextPrinciples
  • 2. Methodology NextPrinciples analyzed social media engagement on CeBIT 2013 held on 5th & 6th March at Hannover, Germany. The analysis was conducted using NextPrinciples’ Insight-to-Action Social Analytics & Engagement Platform. In this analysis, we analyze the Reach, Engagement & Impact metrics for this event on Twitter. The analysis provides a small selection of the analytics using our Campaign & Event Analytics module offered as part of Insight-to-Action. The analytics were run in real time and many of the charts were tweeted live. This is the summary presentation. Privileged and Confidential 2
  • 3. Measuring Success o  How was the overall performance of CeBIT 2013 on Twitter? o  Which were the most visible High Tech companies at CeBIT 2013? o  How did the share-of-voice compare between the top brands? o  Who were the most active tweeters? o  What were the key topics driving the conversation? o  What role influencers played to amplify the messages? Privileged and Confidential 3
  • 4. Event Summary : An Analysis Key  Metrics   For Event Days (5th & 6th March) Metrics   5th  Mar   6th  Mar   Total   #  Tweets   5,263   3,888   9,151   #  Re-­‐tweets   325   790   1,115   Re-­‐tweet  %   6%   20%   12%   Analysis   u  First two days of the event showed great engagement on twitter measured by total tweets u  Consistently high external engagement across all channels u  Good Re-tweet ratio on Day 2 compared to Day 1 High volume of posts / tweets indicates #Cebit13 event was well received Privileged and Confidential 4
  • 5. Comparing the Top Companies For Event Days (5th & 6th March) #  Tweets   568   #  Tweets   428   #  Re-­‐tweets   146   #  Re-­‐tweets   8   Re-­‐tweet  %   26%   Re-­‐tweet  %   2%   SAP has 33% more Intel has 92% more tweets tweets mentions than Intel mentions than Microsoft #  Tweets   223   #  Tweets   118   #  Re-­‐tweets   30   #  Re-­‐tweets   16   Re-­‐tweet  %   13%   Re-­‐tweet  %   14%   Microsoft has 89% more IBM has 381% fewer tweets tweets mentions than IBM mentions than SAP Privileged and Confidential 5
  • 6. Share of Voice amongst Top Companies For Event Days (5th & 6th March) u  #Tweets = Day 1: 336, Day 2: 232 u  #Tweets = Day 1: 300, Day 2: 128 u  69% Tweets share by external u  100% Tweets share by external 31% by SAP own handles u  No engagement by Intel or u  Active engagement by SAP subsidiaries u  #Tweets = Day 1: 121, Day 2: 102 u  #Tweets = Day 1: 77, Day 2: 41 u  93% Tweets share by external u  70% Tweets share by external 7% by Microsoft own handles 30% by IBM own handles u  Participation by regional Microsoft u  Participation by regional IBM subsidiaries subsidiaries SAP demonstrated social maturity during this event – used dedicated twitter handle coupled w/ subsidiaries engagement Privileged and Confidential 6
  • 7. Top Tweeters* by Companies* Official company handles excluded For Event Days (5th & 6th March) u  @SDenecken u  @MobilityMagazin u  @hcl21 u  @nakaori u  @1zei3 u  @AlfredoISanchez u  @AngelaDunn u  @BitCenterBIZ u  @pKleine u  @PLO850 u  @larsschm u  @Pinar_Ci u  @AnnaFeth u  @sebastiankeil u  @sudmedia66 u  @SugarCRM SAP triggered wider and active engagement w/ active use of dedicated handle, subsidiaries & employee participation Privileged and Confidential 7
  • 8. Key Topics by Companies For Event Days (5th & 6th March) u  sapcebit u  nuevos u  sapcloud u  atom u  innojam u  synology u  mobile u  haswell SAP drove good engagement Intel had key topics but no by amplifying key topics amplification by own handles u  live-stream u  ibmcebit u  tablet u  augmented u  pro u  computing u  directx u  cebit2go Microsoft had fewer key IBM had good topics but had topics to amplify lower amplification Privileged and Confidential 8
  • 9. Key Influencers by Companies (1/2) For Event Days (5th & 6th March) SAP has multiple nodes and dense network indicating wider and better amplification of messages Privileged and Confidential 9
  • 10. Key Influencers by Companies (2/2) For Event Days (5th & 6th March) Microsoft & IBM has fewer nodes and sparse network indicating limited amplification of messages Privileged and Confidential 10
  • 11. Summary Overall CeBIT 2013 showed very good engagement on social channels over the first two days – 5th & 6th March 2013. A comparison across the top 4 high tech companies yielded some interesting insights. SAP demonstrated a well orchestrated engagement and amplification across several key topics using dedicated event handle, by their subsidiaries and employees. Intel had an equally wide set of topics and good engagement by external community on social channels but they missed to leverage this event due to lack of participation by their own handles. Microsoft had a good engagement by the external community but lacked key topics or conversations that could be amplified. Participation by their own handle / subsidiaries was lackluster. IBM had dedicated handle for the event, had some good topics but the event was not amplified well. More active participation by their own handle, their subsidiaries and employees would have made a huge difference. Privileged and Confidential 11
  • 12. Thank you! enabling social customer-centric businesses @NextPrinciples /NextPrinciples NextPrinciples.com /companies/NextPrinciples