Twestival India 2010 - Cause Or Concert?


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Twestival India 2010 - Cause Or Concert?

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  • Hi Sriragavasu

    Thanks for your thoughts. Heres our take on the same:
    If people aren't using the official hashtag should we assume that awareness around the same was that low? Having said that, however, we did observe a few more tweets but not enough to shift the inferences we derived.
    The conversations we have collected is the population within the parameters we defined. The fact that the conversations were low is an inference of the study rather than a premise for the study.
    On whether we attended the Twestival or not, we'd prefer to keep that personal. However, we don't feel there would have been a major difference in what happened at the event and the tweets that were being generated from the event. If you are implying that the cause was discussed at the venues, it is unfortunately, not being represented in the tweets that were generated. Obviously then, there is a disconnect which needs to be plugged.
    We think apart from the research itself, the number of participants and the money generated from India are good enough validations of the disconnect between intention and achievement. We should try and focus on plugging the disconnects rather than focus on the ifs and buts. That, is essentially, what we are trying to initiate a discussion on through this research.
    Feel free to differ
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  • Are you saying the data for this analysis is just the live tweets from the seven events, that too the ones with the official hashtag? Do you think that would have covered all the tweets from people who attended it?

    It would have been better if your analysis had used data not just from the event but also much before and after it. This is too small a sample for passing a judgement on an event like this. Sorry, my opinion.

    BTW, did you attend any of the Twestival? Would like to know what happened and if what you are implying here is true in the physical event as well? I don't think so.
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  • Hi Shyam

    Thanks for the honest feedback. While the presentation focus is on understanding whether the concept of the 'Twestival' is a success in India I will delve a little into how the tweets were collected. The mode used to collect the tweets was using the individual official hashtags of each of the twestival venues. Please notice that the tweets generated are during and immediately after the Twestival. We did come across a few tweets which mentioned the hashtags before the event and a few after our 'stipulated' time period. These tweets have not been taken into consideration. If the proper hashtag has been used, the conversation has been analyzed.200-300 is a very broad range and I am not sure how you arrive at that number. We work on absoluteness and hence our numbers.
    We, at no point are questioning if the Twestival was for Twitter users alone. What we, however question is that why it got limited to just the Twitter users?Why is it that overall participation was so low? Given the nature of the event, why is it that hardly any cause related tweets were generated from the venue? Why is it that people who are actually making a difference to the education sector in India not invited?
    More often than not we take global cues to claim success but is 500 odd a good number for the Twestival given that we have at least 2 million users in India and the festival was held across 7 cities? Should we then assume that the Twestival is serving the interests of only a few in India? The participation generated seems to be as good or slightly better than one would expect at regular tweetups.
    If we are to take your argument of the event being initiated by Twitter users and meant for participation for both Twitter and outside users, then the figures are even more depressing. The inference, then would be that participation by both segments: the Twitterati and the non twitterati was a damp squib...Food for thought
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  • Truthfully stating, this time the enthusiasm of Twestival was pretty digressed. Reasons:
    1. More focus were on getting Sponsors, last time less cared about it,
    2. Too many Volunteers, too less syndication,
    3. Unlike in Sept 2009, the motive was only to collect more funds for the cause and not the event or its promotion itself.

    Now, although we do not know how Drizzlin Media came up with these number of tweets stated on this presentation, I am sure they / their tool left out quite a lot of them. There were at least 200-300 tweets generated at the Bangalore event itself. Had it monitored individual hashtags, Drizzlin Media would have probably come closer to the figures.

    The event was not for Twitter users alone, only initiated by Twitter users. That's one more place Drizzlin Media goes wrong. Furthermore, the greatest thing about the event is that so many totally unconnected people, using a common platform of communication, around the globe, work towards a single Social cause for the sheer enthusiasm of working together. Seldom has this happened in the history of Social Media Communication.

    Conclusion: The Presentation seems to be just hurriedly put together for the sake of retorting and needs more substantial basing to point fingers at people with genuine interests and concepts as instrumental as Twestival.
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Twestival India 2010 - Cause Or Concert?

  1. 1.
  2. 2. On March 25, 2010, people in hundreds of cities across the world came together offline to meet up, have fun, create awareness and generate funds around a common cause, Education<br />The beneficiary of this global initiative was ‘Concern Worldwide’, an Irish NGO in the field of education<br />The Twestival was held in 7 cities across India: Mumbai, New Delhi, Kolkata, Cochin, Goa, Bengaluru and Chennai<br />We wanted to understand, how serious were people about the cause and was the Twestival an effective way of generating awareness <br /> This is what we inferred…<br />
  3. 3. Twestival: Cause or Concert? Concert #StatsSupport<br />Only 26 of the 618 tweets generated were about the actual cause. “It was about gathering attention”, “Cause was to be discussed AT the twestival” you say? <br />Only Kingfisher got it right. None of the other sponsors could leverage the “Power of Twitter”. #StatsSupport<br />TWO people tweeted from Kolkata accounting to a total of TWELVE tweets around TWESTIVAL. Only appreciable thing about the whole thing is the uniformity of TW. <br />Of the 65 tweets overall around the Twestival in Delhi, 34 were from the organizer @DelTestival. Similar ratio exists for Goa. Intending no offence, in retrospect, did no one even care to “seed”?<br />It received Media Attention! Yay, you got your picture in the paper<br />
  4. 4. Twestival: Cause or Concert? The Questions We Ask<br />Is not education a primary issue in India itself? Are there not enough institutions in India that tweeple can support for the cause of education? Why is it, then, that we need to support an international institution that may or may not disburse the collected funds in India? <br />If the cause is paramount then why limit the twestivals to just the twitter users? Why not involve people who are actually making a difference in the education sector?<br />Are we really serious about understanding issues that plague our world? If so, why is it then that very few tweets (around the cause) were generated from and immediately after the Twestivals. Is the Twestival a guise to simply seek recognition?<br />With 2 million odd people present on Twitter, does a participation of 500 odd individuals qualify Twestival India to be a success?<br />
  5. 5. Tweet Volume<br />
  6. 6. Issue Alignment<br />
  7. 7. Brand Mentions<br />
  8. 8. Brand Mentions<br />
  9. 9. Cochin<br />No Brand Mentions<br />
  10. 10. Bangalore<br />
  11. 11. Delhi<br />
  12. 12. Chennai<br />
  13. 13. Goa<br />No Brand Mentions<br />
  14. 14. Kolkata<br />
  15. 15. Mumbai<br />
  16. 16. Top Tweeple<br />
  17. 17. Bangalore<br />
  18. 18. Chennai<br />
  19. 19. Cochin<br />
  20. 20. Delhi<br />
  21. 21. Goa<br />
  22. 22. Kolkata<br />
  23. 23. Mumbai<br />
  24. 24.<br />Research Partner<br />A Branding 2.0 Consultancy<br />New Delhi • Mumbai • Singapore • Dubai<br />