The document analyzes social media conversations surrounding Social Media Week 2013, focusing on mentions of specific keywords over the event period. It details the top influencers, frequently shared URLs, and various metrics such as sentiment, geographic distribution, and demographics of participants. Key insights include the identification of conversation clusters and the prominent involvement of influencers like @ayorotimi and @2morrowknight, as well as the effectiveness of Vortio's clustering technology in analyzing the data.

1. Social Media Week 2013
September 23-27
Analysis of Top Conversations, Top Influencers
and Top Content on Social Media

2. Introduction
We have monitored mentions on social media
containing the following keywords “social media
week”, “socialmediaweek” or “smw13” between
september 23rd and 27th.
We have done a deep analysis of tweets in the english
language using Vortio´s clustering methodology.
Due to the fact that several cities and countries used
hashtags that don´t contain the keywords above,
some important conversations or influencers may not
be represented here.

3. General Metrics
Volume of mentions around different platforms
Metrics extracted from uberVU

4. Distribution metrics
(Sentiment, languge, gender and geographic distribution)
Metrics extracted from uberVU

5. Most mentioned cities
(ordered by the number of mentions containing the city name)

6. Most mentioned brands
(ordered by the number of mentions containing the brand name)

7. Top 4 URL´s shared on Twitter
(based on the number of times that the URL was shared)
All shortened URL´s were unshortened back to the original for rank building
Shared 2214 times
Shared 566 times
Shared 264 times
Shared 246 times
http://nokiapuck.com
http://thisisnotaninsight.tumblr.com/
http://www.museum140.com/portfolio/museumabc/
http://www.virgin.com/news/livestream-social-media-week-at-virgin

8. Top 15 URL´s shared on Twitter
(based on the number of times that the URL was shared)
URL Total
http://nokiapuck.com 1780
http://thisisnotaninsight.tumblr.com/ 566
http://www.nokiapuck.com/ 434
http://www.museum140.com/portfolio/museumabc/ 264
http://www.virgin.com/news/livestream-social-media-week-at-virgin 246
https://twitter.com/ayorotimi/status/383183186580094978/photo/1 188
http://mommacuisine.com/2013/09/23/live-with-momma-cuisine-special-broadcast-at-social-media-
week-chicago-wed-925-at-100-pm-cst/
188
http://smwldn.kred.com 146
http://wallblog.co.uk/2013/09/24/infographic-smw13s-biggest-influencers-and-events/ 112
http://mammasaurus.co.uk/what-do-you-do-when-you-see-something-unethical-effective-blogger-
outreach-in-10-easy-steps-social-media-week/
108
http://www.buzzfeed.com/robinedds/the-16-most-ludicrous-tweets-from-londons-social-media-week 100
http://redcrosstalks.wordpress.com/2013/09/23/canadian-red-cross-goes-social-for-social-media-week-
smwtoredcross/
98
http://www.surreycc.gov.uk/your-council/about-our-website/social-media/social-media-week-2013 86
http://www.2morrowknight.com/why-linkedins-appeal-to-teens-makes-sense/ 82
https://www.globalwebindex.net/Stream-Social-Q2-2013 78
All shortened URL´s were unshortened back to the original for rank building

9. Tag Cloud
(based on the frequency of words that appeared in all monitored tweets)
Frequent (but not so meaningful) words like “attend” , “time”, “starting” are not displayed above

10. Top clusters
(Conversation flow of the main clusters, which are represented by different
colour streams, where the width is proportional to the number of mentions
Who wants to play a game of Nokia
Puck with me? #NokiaPuck #SMW13
Africa: Open & Connected
Influencers: @ayorotimi,
@choccitymusic,@smwlagos
Every day retweet at least one new person
to build relationships, meet new people,
and share content. ~2K #smw13 (132)
Influencer: @2morrowknight
Don't do social, be S.O.C.I.A.L. > sincere,
open, collaborative, interested, authentic,
likable ~@ValaAfshar #smw13 (130)
Influencer: @2morrowknight ,
@ValaAfshar
Sex-Up Your Start-Up: join our business
tips livestream from @Virgin now (178)
Influencer: @richardbranson
Is Canada Falling Behind in Innovation?
Influencer: @MaRSDD, @smwto
LIVE! With Momma Cuisine Special broadcast at
Social Media Week Chicago
Influencer: @mommacuisine
Brandwatch reveals stunning
Social Media Week dataviz
Influencer: @socialmediatoday
@littlearch
I’ve just checked in to the #SMWLDN HQ,
powered by @Nokia (262)
Influencer: @Nokia
Cluster detection and visualization powered by VORTIO

11. VORTIO´s Clustering Technique
(the technology behind our methodology to analyze social media data)
Vortio´s clustering engine automatically detects topics and
clusters of conversations and influencers. This helps one
understand the most important topics around any subject
(brands, market terms, events etc.) in a matter of minutes.
Not only retweets and exact matches are identified but
mentions that are closely related to each other are
grouped together as well.
After analyzing a couple of clusters, we are able to deliver
more comprehensive metrics (influence, sentiment,
engagement) without having to analyze thousands of
mentions by reading each one.

12. Top clusters of topics and influencers
(based on the number of similar mentions detected automatically)
Africa: Open & Connected” A day of conversation &
networking curated by Social Media Week Lagos
378 @ayorotimi (186 mentions)
@choccitymusic (30 retweets)
@SMWLagos @CIPR_UK
Brandwatch reveals stunning Social Media Week
dataviz
270 @socialmedia2day (24 retweets)
@littleark
Sex-Up Your Start-Up: join our business tips
livestream from @Virgin
178 @richardbranson (162 retweets)
Is Canada Falling Behind in Innovation? 174 @MaRSDD (34 retweets)
@smwto
@marscommon
Don't do social, be S.O.C.I.A.L. > sincere, open,
collaborative, interested, authentic, likable
~@ValaAfshar #smw13
130 @2morrowknight (104 retweets)
@ValaAfshar
Momma Cuisine at Social Media Week 129 @mommacuisine (30 mentions)
@FoodieStuntman
Clusters # mentions Top influencers

13. Every day retweet at least one new person to build
relationships, meet new people, and share content.
~2K #smw13
33 @2morrowknight (33 retweets)
See our Richard Morris talk about Givenomics at
the Social Media Week London event tonigh
30 @rjmorris67
Engaging Women in Public Health through Social
Media
110 @PamMktgNut @PublicHealth
Top clusters of topics and influencers
(based on the number of similar mentions detected automatically)
Marketwired to Host Discussions on Earned Media
and Data Analytics at Social Media Week 2013
98 @thesocialmined @mindsetTina
@internetmarkets @angeltorres
@javiermurillo @kanishmohan
Social media week kicks off in #Toronto today. Do
yourself a favour and get out to a few events --
almost everything is free!
@laurenonizzle62
Need help with social media? There are still dozens
of #SMWLDN events going on this week, many of
them free too!
@startupbritain47
Clusters # mentions Top influencers

14. Every person has a story & those who listen/share
those voices are going to be social influencer
leaders of the future. ~@JenniHogan #smw13
27 @2morrowknight (24 retweets)
@jennihogan
Looking forward to this afternoon's BSports session
on Sports Data & Social Marketing. Watch Live
online HERE
18 @BSportsFootball (14 retweets)
Top clusters of topics and influencers
(based on the number of similar mentions detected automatically)
Clusters # mentions Top influencers

15. Top 18 influencers
(based on the number of RT´s the profile got during the event)
186 retweets
162 retweets
637 retweets
546 retweets
466 retweets 174 retweets
416 retweets 168 retweets
162 retweets

16. Top 18 influencers
(based on the number of RT´s the profile got during the event)
108 retweets
94 retweets
154 retweets
136 retweets
130 retweets 102 retweets
110 retweets 94 retweets
94 retweets

17. Further top influencers (top 19-50 list)
(based on the number of RT´s the profile got during the event)
Twitter Account RT´s
@NokiaAtWork 92
@marsdd 90
@globalwebindex 84
@Jeepnie 80
@UinvitedU 72
@smwto 68
@CIPR_UK 66
@Betfairpoker 64
@FanologySocial 64
@gyaanexchange 62
@GorkanaUS 60
@bisialimi 58
@HallamInternet 58
@jeremywaite 58
@SMAMiorg 58
@BigLotteryFund 56
Twitter Account RT´s
@Virgin 46
@ChicagosMayor 56
@gmpolice 56
@NokiaIndia 56
@HillshireBrands 54
@laurenonizzle 54
@Livestream 54
@windsorarms 52
@hootsuite 50
@AlexanderVelky 46
@GulPanag 46
@Rashida48 46
@soundandmusic 46
@the_brokerage 46
@laurawheelers 44
@nokia 44

18. Further top influencers (top 51-100 list)
(based on the number of RT´s the profile got during the event)
Twitter Account RT´s
@theLAfashion 36
@TobyTurner 36
@ZoomTV 36
@Diabetes_Sanofi 34
@herahussain 34
@misslori 34
@sapientnitro 34
@Topshop 34
@WikiManiaLondon 34
@Bwris 32
@PamMktgNut 32
@sgabery 32
@ShelleyPortet 32
@SMWBerlinPod 32
@BriteChicago 30
@choccitymusic 30
@danieldoherty 30
Twitter Account RT´s
@ErrCohen 30
@gunnarolla 30
@J_Spady 30
@juntoboxfilms 30
@SMWMumbai 30
@TWG 29
@AlexOberberg 28
@hildahoy 28
@mnemonicCloud 28
@NCMSocial 28
@richardayers 28
@twitcam 28
@YTCreators 28
@Das_Beard 26
@GodalmingLib 26
@kredbethanyB 26
@michaelclewin 26
Twitter Account RT´s
@silviacambie 42
@SMWBOG 42
@socialmedia2day 42
@startupbritain 42
@WaytoblueUK 42
@Foodiechats 40
@MWWGroup 40
@smwberlin 40
@SuffolkTS 40
@Deanna_Hartley 38
@MarketingUK 38
@redcrosscanada 38
@_JessyDavis 36
@ctw71 36
@mommacuisine 36
@ramonapringle 36

19. Top Nokia clusters
(based on the number of times that the URL was shared)
142 @SMWBOGI am the King of digital Air Hockey! #SMW13
#nokiapuck
I just beat @[twitterhandle] at #Nokia's air hockey
game #nokiapuck. Who's next?
142
Who wants to play a game of Nokia Puck with me?
#NokiaPuck #SMW13
456 @Jeepnie @web20education
@r_coughlan147
I’ve just checked in to the #SMWLDN HQ, powered
by @Nokia. See what’s on today:
262 @digit_ally @HuskiesAgency
@seanearley
I just won a game of digital air hockey at #nokiapuck 140 @SMWBOG @jeepnie
Just grabbed Nokia Puck victory from the jaws of
Nokia Puck defeat. @socialmediaweek #nokiapuck
138
@[twitterhandle] just beat me at Puck and now I feel
bad about myself. @socialmediaweek #nokiapuck
138
Clusters # mentions Top influencers
Clusters of conversations about Nokia, the main sponsor of SMW13

20. Never has victory tasted so sweet. Have a go!
@socialmediaweek #nokiapuck
122
@SMWBOG
Top Nokia clusters
(Top clusters mentioning the Nokia brand)
Bring it on! Who want's a game? #Nokia's social air
hockey #nokiapuck
@slangeditorial @SMWBOG
@SMWBerlin @socialmediaweek
122
- I win some, @[twitterhandle] loses some. Puck
with me, you know I got it. #nokiapuck
91
@SMWBOG @jeepnie
Revenge is a dish best served cold. Prepare to eat
some Puck-vengeance ice cream.
@socialmediaweek #nokiapuck
136
Clusters # mentions Top influencers
Clusters of conversations about Nokia, the main sponsor of SMW13

21. I'm at Social Media Week - SP (Sao Paulo) w/ XX
others
126
Top Check-ins
(based on the number of times that the URL was shared)
Social Media Week! (@ Windsor Arms Hotel w/ 28
others)
119
I'm at Social Media Week Bogot 2013 - @smwbog
(Bogota, Cundinamarca) w/ XX others
38
I’ve just checked in to the #SMWLDN HQ, powered
by @Nokia. See what’s on today:
262
Clusters # mentions

22. VORTIO analyzes social media data faster and more
precisely through the application of technology
Talk to us:
Facebook.com/Vortio
E-mail: contact@vortio.com
www.vortio.com.br