Silicon Cape Event #4 (sponsored by Cell C)


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This is the Brandseye Report that covers the online impact and reach of the Silicon Cape networking event #4 held on 25/Jan/2011

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Silicon Cape Event #4 (sponsored by Cell C)

  1. 1. Silicon Cape sponsored by Cell C19th January 2011 (midnight) to t26th January 2011 (8 am)
  2. 2. Methodology: Monitor 35 billion websites. Volume weighted towards Silicon Cape and Cell C. Two types of data exists Sample – mentions which have all variables assigned to them by human interaction. Actual – mentions which take automated variables provided by BrandsEye Mentions were categorised across 24 variables.
  3. 3. Keywords Conversation – also referred to as a mention, this is each time the brand name is used online. This could be in the form of a listing and positive or negative conversation. Respected Sources – These include platforms which have a high readership and influence more than 1 000 people. AVE Value – This is the monetary value of the online conversation. This is an earned media value equated to an advert value.
  4. 4. BrandsEye went on an adventure to track theconversation around the Silicon Cape event which wassponsored by Cell C. The data was analysed between the19th and 26th January 2011. A total ofonline conversations were picked up!
  5. 5. of this conversation was on the day of the event,25th January 2011.
  6. 6. This chatter reached approximately1 223 335people. As an example a large global golfing eventheld in South Africa generated the same reach inapproximately two weeks. In context, this shows SiliconCape as an initiative is on the right track in developinga community of following to build on. In addition, thisalso generated considerable brand awareness forCell C.
  7. 7. During the week the conversation generatedR 280 477worth of earned media – for Silicon Cape of which alarge percentage also referenced Cell C. This shows thatpartnership between social enterprise and corporatesponsors in the offline space are a viable andmeasurable generator of online returns.
  8. 8. Why wasthis thecase?
  9. 9. The Silicon Cape initiative functioned as a networkinghub for influential people within the digital space. This isevident by the fact thatof the conversation around Silicon Cape was from arespected source (a respected source reaches a minimumof 1 000 people).
  10. 10. Let’s take acloser look atthe sources ofconversation…
  11. 11. of the conversation was generated by consumers. AsSilicon Cape targets entrepreneurs this was ideal as theymake up the same consumer market. At the same time,sponsorships aim to reach the end consumer – resultsshow the conversation generated directly reached and wasdriven by the end consumer. Traditionally, a launch wouldbe directed at the press who then communicate themessage to the consumer. In this case, the chain ofcommunication has been shortened and is more direct.
  12. 12. Communicationplatforms?
  13. 13. Twitter contributed to of thetotal conversation. The remainder of the conversation wasdirected through the following platforms:
  14. 14. What werethe hottopics?
  15. 15.
  16. 16. Cell C launched the new service ‘MyTools’. ‘My Tools’was mentioned inof the hot topics. The conversation around the launch andproduct were highly positive, with mentions of a demoand practicality.
  17. 17. Cell C’s CEO Lars P. Reichelt who attended the eventaccounted forof the hot topics. His presence there was therefore helpfulin promoting conversation, the event and the launch.
  18. 18. Interestingly,of the online conversation was around networking at theevent.
  19. 19. What aboutthesentiment?
  20. 20. Onlyof the total conversation was negative, with no specifictrends but rather instance-based negativity. Indicating onthe whole the event and launch were a success and werewell accepted by the targeted community.
  21. 21. Top consumers that drove the conversation were; Twitter Total volume Focus Samantha Perry 9 General conversation about the event and the sponsors. Jonathan Duguid 10 Conversation around meeting people and networking at the event. Suzanne Stokes 13 General conversation around the event. Silicon Cape 18 Silicon Cape Initiative tweeting and engaging with the community. Cell C 47 Cell C were actively participating in the online conversation around Silicon Cape in the form of retweets and replies.
  22. 22. Visual Support
  23. 23. Visual Support
  24. 24. Visual Support
  25. 25. Visual Support
  26. 26. BrandsEye is an online reputation management servicewhich focuses on the real-time monitoring andmanagement of corporate reputations in the digitalspace. For more information:Contact Tim Shier on 021 462 7353Email the team on contact@brandseye.comContact us on Twitter @brandseyeOr go to our website: