The document summarizes a case study on Social Fresh, a two-day conference focused on marketers held in Charlotte from September 6-14, 2011. The conference was mentioned 947 times online, mostly on social media platforms by women ages 18-34. While most mentions were neutral, 7% were positive. On average, each post reached 1,570 people, valued at $314 in brand exposure. The majority of coverage originated from the US and Charlotte. Mentions decreased from 535 on the first day to 218 on the second. Many discussions involved #socialfresh and @socialfresh. 149 mentions referenced speakers while 166 discussed interviews and presentations. Overall, 70 mentions provided positive coverage of the 2011 conference, with 34 compliment

1. Social Fresh
Monitoring period:
6 September – 14 September
2011
CASE STUDY

2. What is Social Fresh?
The Social Fresh Conference held in Charlotte, a two day conference
focussed on marketers.
A number of experts on a variety of topics in the Industry are invited to
speak at the conference, share their knowledge and provide useful
insights.
The conference also provides great networking opportunities as well as
tips on implementing what is presented.

3. In general, the Social Fresh conference
reached a lot of people…
In the monitoring period, The Social Fresh conference was mentioned 947
times Online:
16 of these mentions
were on credible
Websites
930 were on Social
Media Platforms
1 on Blogs

4. Demographics
Majority of these mentions were posted by women, between the ages of
18 and 34

5. Sentiment
Although majority of the mentions were Neutral, 7% were positive and
nothing negative was said.

6. So what does this mean?
On Average, 1 570 people saw each article, social media and blog post
during the reporting period –
Meaning that the average brand value for the period was $314.

7. Coverage
Only 37 mentions did not Originate from the USA.
Majority of the mentions were also received from individuals from
Charlotte.

8. Coverage
Majority of the mentions were also received on the second day of the
Conference. 535 were received on the 7th of September, which decreased
to 218 on the 8th of September.

9. What was it all about?
Majority of the mentions was information that was shared by those
attending the event, or conversations between those at the event.
This lead to a large amount of Tweets using #socialfresh and @socialfresh.
158
787

10. What was it all about?
The Speakers
149 Mentions mentioned the Speakers at the Conference.
• 34 Positive
Sentiment
• 115 Neutral
• 139 Social
Platforms • 9 Website
• 1 Blog
• Average Brand
Brand Reach: $1 592
Reach • Cumulative Brand
Reach: $237 208

11. What was it all about?
Interviews and Presentations
166 Mentions were about Content created for or after the conference.
• 17 Positive
Sentiment
• 149 Neutral
• 12 Website
Platforms
• 154 Social
• Average Brand
Brand Reach: $1 437
Reach • Cumulative Brand
Reach: $238 542

12. Positive Coverage
70 Positive mentions were received
overall
All of these were related to the
2011 conference.
34 of them also complimented the
speakers
And 17 of them complimented their
presentations or interviews with
them, as well as the live video feed.

13. Some of the Mentions

14. Appendix
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15. Thank you.