#DMS2013 day 1

Tweet Category Report

Date: 03/20/2013

Analysis of the session 'Digital Media Summit' created with Tweet Category

OVERVIEW

Session Digital Media Summit

Statistics

Categories total tweets

1.336
Retweets Links

281
Replies Pictures

users

387 65

Tweets Checkins

666 3

124 91

Category Others Cindy Gallop Replies Future of SM Links Erik Qualman Pictures Consumers Rest of categories

3.060.828 Impressions
Potential impact

Tweets per user

4,8

Total tweets 215 193 124 117 117 115 109 43 303

% 16 14 9 9 9 9 8 3 23

Original Tweets 145 112 124 69 65 80 91 34 229

RT 70 81 0 48 52 35 18 9 74

Users 116 74 55 62 70 64 54 22 203

710.647 Users
Potential reach

Followers per user

2.529

Charts
num. tweets

Most Active Users

442

ebonysager
433 tweets followers 257

80

904

2013DMS
140 55 7
04:17 19 mar

tweets followers
time

60

1440

1
06:50

0
09:23

0
11:56 14:30 17:03 19:36 22:09
48

00:42 20 mar

nellleo
tweets followers

43

num. users

1864

29 23 24 22 18 16 14 12 7 12 18 16 22

4
>10000

nmwarrior
tweets followers

43

187

0-50

50-100

100-150

150-200

200-250

250-300

300-400

400-500

500-750

750-1000

1000-1500

1500-5000 5000-10000

num. followers

5 6

suesthegrl
tweets followers

42

num. tweets per user

1608

BW_Canada
tweets followers

>5 5 4 3 2 1 5 10 19 38

58

39

219

151
num. users

GITdot
tweets followers

34

1511

Analysis of the session 'Digital Media Summit' created with Tweet Category

CATEGORIES
Categories Rankings Potential Reach Links Opening Cindy Gallop Number of impressions Links Opening Cindy Gallop Number of users Others Cindy Gallop Links Number of tweets Others Replies Cindy Gallop Retweets Cindy Gallop Others Links

4 5

Others Erik Qualman

4 5

Others Erik Qualman

4 5

Erik Qualman Future of SM

4 5

Pictures Erik Qualman

4 5

Future of SM Erik Qualman

Charts Impressions per category Tweets per category Users per category

Categories Rankings Category Others Cindy Gallop Replies Future of SM Links Erik Qualman Pictures Consumers Digital Transf. Word of mouth Trends Email Marketin Media manipulator Adv. Update Opening Generated Cont. Legal issues Hyperlocal targ. Checkins Total tweets 215 193 124 117 117 115 109 43 43 42 37 35 34 31 30 20 16 12 3 % 16 14 9 9 9 9 8 3 3 3 3 3 3 2 2 1 1 1 0 Original Tweets 145 112 124 69 65 80 91 34 29 31 27 24 23 30 25 16 12 9 3 RT 70 81 0 48 52 35 18 9 14 11 10 11 11 1 5 4 4 3 0 Users 116 74 55 62 70 64 54 22 31 30 22 23 18 18 21 13 14 10 3 Impressions 335.991 352.961 145.558 155.108 673.073 308.382 304.625 47.284 40.158 64.410 26.956 40.846 88.210 25.150 494.314 14.701 20.009 11.617 12.385 Potential Reach 181.012 125.093 71.791 110.863 250.029 234.790 177.459 23.440 30.949 61.173 12.779 30.935 51.690 15.261 139.881 12.641 17.618 9.046 12.385 Tweets/ User 1,9 2,6 2,3 1,9 1,7 1,8 2,0 2,0 1,4 1,4 1,7 1,5 1,9 1,7 1,4 1,5 1,1 1,2 1,0 Followers/ User 1.560 1.690 1.305 1.788 3.571 3.668 3.286 1.065 998 2.039 580 1.345 2.871 847 6.661 972 1.258 904 4.128

Analysis of the session 'Digital Media Summit' created with Tweet Category

USERS
Statistics

281
Number of users Top 5 users Most active users
ebonysager

15,6
Number of users per category

4,8
Number of tweets per user

10.893
Number of impressions per user

Most popular users

ambermac

Users with the highest impact

ambermac

80
tweets 2013DMS cammipham

87.349
followers

1.048.188
impressions cindygallop

60
tweets nellleo

64.568
followers ProfessionalOne 2013DMS

301.290
impressions

43
tweets

56.135
followers

86.400
impressions

4 5

nmwarrior

43
tweets suesthegrl

4 5

dtapscott

46.845
followers YummyMummyClub

4 5

nellleo

80.152
impressions kristianaward

42
tweets

27.273
followers

74.871
impressions

Most participative users

ebonysager

Retwitters
ebonysager

Most original users

ebonysager

16
num. categories nellleo 2013DMS

24
num. of RTs nmwarrior

56
original tweets

16
num. categories BW_Canada praxsozi

19
num. of RTs 2013DMS

42
original tweets

14
num. categories

17
num. of RTs

41
original tweets

4 5
Charts

2013DMS

13
num. categories swaych

4 5

fmorello

16
num. of RTs nellleo

4 5

BW_Canada

34
original tweets GITdot

13
num. categories

14
num. of RTs

32
original tweets

2529
Followers per user HIGH INFLUENCE

67 51 40

72

28 20 3
influence level
Very low 0 to 10 followers Low 10 to 50 followers Medium-low 50 to 200 followers Medium 200 to 500 followers Medium-high High 500 to 1000 1000 to 5000 followers followers Very high >5000 followers

Analysis of the session 'Digital Media Summit' created with Tweet Category

Highlighted tweets
Sue Holland @suesthegrl
19:29 - 19 Mar 13

Cat.: Word of mouth

Devlin Digital @DevlinTO

16:47 - 19 Mar 13

Cat.: Word of mouth

Re: Hyper-targetting RT @ebonysager: Wants and needs change through the day - affected by location, environment and time. #DMS2013

10% of word of mouth marketing comes from digital platforms. Spread the word! #dms2013

glenfarrelly @glenfarrelly

13:48 - 19 Mar 13

Cat.: Trends

shauna rempel @ShaunaRempel

13:35 - 19 Mar 13

Cat.: Trends

Russ Crupnick at #dms2013 his research has found Spotify % Pandora leading to substantial discovery of new artists, tracks

.@Bryansegal blew my mind talking of need for new measurements to account for Canada's changing media habits. #metrics #analytics #dms2013

Melissa Juergensen @MLJ_WebGirl

13:19 - 19 Mar 13

Cat.: Trends

glenfarrelly @glenfarrelly

13:15 - 19 Mar 13

Cat.: Opening

13% web traffic now comes from smartphones and tablets... Time to 'extend your audience' #dms2013

Amber Mac opens Digital Media Summit #dms2013 shares ABCs: Adapt quickly, Be responsive, Create value

GirlsinTech Toronto @GITdot

21:26 - 19 Mar 13

Cat.: Media manipulator

Cora Brady @CoraBrady

21:04 - 19 Mar 13

Cat.: Media manipulator

If you want people to talk about you, you've got to hustle and create it yourself! - @RyanHoliday #DMS2013

We're all fighting against indifference. In a way, anger is better than obscurity @RyanHoliday #DMS2013

WSI World @wsiworld

16:11 - 19 Mar 13

Cat.: Legal issues

Ebony Sager @ebonysager

16:10 - 19 Mar 13

Cat.: Legal issues

Legal should be your best friend when dealing with user generated content #DMS2013

Hugs to legal teams. They need to be a marketes best buddy when creating #UGC campagins. #DMS2013

nelly @nellleo

19:30 - 19 Mar 13

Cat.: Hyperlocal targ.

Business Wire Canada @BW_Canada

16:08 - 19 Mar 13

Cat.: Generated Cont.

hyperlocal target marketing = time + environment + location. people's needs change according to those, adapt to make sense + reach #dms2013

Stephanie A.: Truth is, ppl aren't just going to share their good stories; they're also going to share their bad ones #UGC #DMS2013

Tom Irwin @TomIrwinDigital

18:40 - 19 Mar 13

Cat.: Future of SM

Business Wire Canada @BW_Canada

18:29 - 19 Mar 13

Cat.: Future of SM

Great quote @sladurantaye moderating the Future of Social panel Everyone is just one tweet away from being fired #dms2013

.@densonology key to engaging users: managing the ecosystem, actually listening and providing an authentic space for interaction #DMS2013

Aya @lifewithaya

16:18 - 19 Mar 13

Cat.: Future of SM

Steve Ladurantaye @sladurantaye

15:13 - 19 Mar 13

Cat.: Future of SM

'Brands are becoming publishers' - @kobigulersen adapting to the digital world #DMS2013

So you can fix image problems via social media, but no talk about how to avoid those problems in first place. #dms2013

Analysis of the session 'Digital Media Summit' created with Tweet Category

Digital Media Summit @2013DMS

15:05 - 19 Mar 13

Cat.: Future of SM

Digital Media Summit @2013DMS

18:40 - 19 Mar 13

Cat.: Erik Qualman

15% of everyday conversations include a mention of a brand or service -@DavidReis #DMS2013

Find the influencers: people whose comments will change behaviours. The key is discovering where your consumers interact online #DMS2013

glenfarrelly @glenfarrelly

14:50 - 19 Mar 13

Cat.: Erik Qualman

Steve Ladurantaye @sladurantaye

14:28 - 19 Mar 13

Cat.: Erik Qualman

About 20% of Google searches never before searched so crucial for companies to be nimble to capture zeitgeist says Erik Qualman at #dms2013

Speaker @equalman says companies are stripping HR departments of their LinkedIn duties and handing it to social teams. #DMS2013

Ebony Sager @ebonysager

14:18 - 19 Mar 13

Cat.: Erik Qualman

Business Wire Canada @BW_Canada

14:13 - 19 Mar 13

Cat.: Erik Qualman

My new go-to word. "FLAWsome" How do you make digital lemonade or recover from mistakes.@equalman @2013DMS #DMS2013

.@equalman: we all need to think about our digital legacy = footprints (what you post) + shadows (what others post about you) #DMS2013

Business Wire Canada @BW_Canada

14:03 - 19 Mar 13

Cat.: Erik Qualman

Business Wire Canada @BW_Canada

20:48 - 19 Mar 13

Cat.: Email Marketin

.@equalman: ''If content is king, then culture is checkmate.'' Gotta have the right ppl driving your digital+social media strategy #DMS2013

.@danstuart: Consistency (re timing, frequency) is key when it comes to making your email reach outs more palatable #DMS2013

Tom Irwin @TomIrwinDigital

20:18 - 19 Mar 13

Cat.: Email Marketin

Laura Fraser @PMmetrics

14:16 - 19 Mar 13

Cat.: Digital Transf.

Brian Stewart @tributemag - Email marketing must have relevance to end user's expectation... If not relevant, don't send it. #dms2013

You are creating a permanent digital legacy as an individual and as a business #DMS2013

Jacquelyn Brioux @jacquelynbrioux

19:40 - 19 Mar 13

Cat.: Consumers

RichTeaMedia360 @RichTeaMedia

15:44 - 19 Mar 13

Cat.: Consumers

Two ways to win: compete at scale + verticalize your brand (own every part of the value chain). #DMS2013

Great Tip! RT @ebonysager: 3 types of branded entertainment: 1. Product placement 2. Story integration and 3. Original content. #DMS2013

Cora Brady @CoraBrady

18:18 - 19 Mar 13

Cat.: Cindy Gallop

Business Wire Canada @BW_Canada

17:54 - 19 Mar 13

Cat.: Cindy Gallop

Advice from @CindyGallop to women in business to further their career "Risk being the Bitch" #DMS2013

.@cindygallop: ''In order to predict the future, you have to invent it.'' (Alan Kay) Right on. #DMS2013

Sourov De @Sourovde

17:48 - 19 Mar 13

Cat.: Cindy Gallop

Phoenix Gate Studio @pgsmarketing

17:29 - 19 Mar 13

Cat.: Adv. Update

"MadMen + MathMen = Art + Science" @cindygallop #dms2013

The goal of business should be to humanize big data and take a human approach to gathering data. #DMS2013

Kate Gadiyeva @k_inspirations

17:17 - 19 Mar 13

Cat.: Adv. Update

WSI World @wsiworld

16:17 - 19 Mar 13

Cat.: Adv. Update

Identify the reason for being - and redesign your company #dms2013

Connect with your audience by creating #campaigns that your target market is passionate about #DMS2013

Analysis of the session 'Digital Media Summit' created with Tweet Category

Glossary

Page 1: General Overview: This page shows at a glance the evolution and the global statistics of the session. Statistics Number of Tweets: Total number of Tweets sent during the session, RTs and replies included. It is shown below, a breakdown of the types of tweets: original tweets (those containing text only) tweets with links, retweets, conversations (tweets as part of a conversation between several users), check-ins and photos. - Number of users: Total number of users who participated in the session using the given hashtag. It also includes users who only sent RTs. - Potential Impact: Number of impressions of the hashtag, which is the number of times that people could have seen the hashtag. This is important because it tells you how many times it has been possible to visualize the hashtag. This number is calculated by multiplying the number of followers of each user by the number of number of Tweets and adding those results. Example: If a user sends 2 tweets and he has 100 followers, the number of impressions generated by the users would be 200. If another user sends 3 tweets and he has 50 followers, the number of impressions generated by this person would be 150 which would make a total of 350 impressions of the session. - Potential Reach: Number of users who have been unable to see the hashtag and could have been impacted by the hashtag. This number is calculated by adding all the followers of each user who participated in the session. Using the previous example, if the session had 2 users, one with 100 followers and the other one with 50, the reach will be 150 followers, regardless of the number of tweets sent. IMPORTANT: both the impact and reach are 'potential' because not everyone may have seen the hashtag and users can have other users in common. - Average number of Tweets per user: this number is the average of Tweets sent per each user. This number is calculated by dividing the number of tweets between the number of users who have participated. RTs included. - Average followers per user: the average number of followers that users of the session have. This figure indicates how influential are the participants in our session. Given that the average number of followers that a Twitter user has is about 250, you can calculate if participants in your session exceed that average. This number is calculated by dividing the sum of followers by the number of users who have participated. - Difference between Total Tweets and Tweets: The Total Tweets include RTs, links, replies, links and 'Tweets'. 'Tweets' are the ones containing only text. ChaRTs There are different types of graphs in the report Tweet Category: Temporal Evolution: shows the time evolution of the tweets sent by users. Tweet Category takes the first and last tweet and draws the timeline of the session. Thanks to this chart you will be able to identify the moment people tweeted the most or the least. Influence of Users: shows the influence of the users who participated in the session. On the vertical axis you will find the total number of users and on the horizontal one, the number of followers of those users. As we move to the right part of the graph you will see the users who have a greater number of followers and therefore influence. The higher the columns on the right, the higher influence of your users. User activity: shows the number of tweets sent by users. The vertical axis shows the number of tweets sent and the horizontal one the number of users who have participated. Page 2: Statistics of the categories: on this page you will find the detailed statistics for each category.

Rankings of categories: This ranking shows which categories have reached the top 5 according to several statistics. It is interesting to note that although a category may have a greater number of tweets that another one, it could have a minor number of impressions (lower impact). The rankings show the categories with the highest reach, impact, number of users, number of tweets and number of RTs.

Analysis of the session 'Digital Media Summit' created with Tweet Category

ChaRTs: Impact by category: This graph shows which category has the highest number of impressions and therefore the highest impact. Tweets by category Chart: This chart shows which category has the highest number of total tweets. Users by category Chart: This chart shows which category has the highest number of users. Table of categories: This table shows detailed statistics for each category; these statistics are the same variables as the global statistics of the session but applied to each of the category. Thus you can see which category gets more impact, more users, and so on. It is worth taking a second to consider this table as very interesting conclusions can be obtained from it. Page 3: User Rankings Tweet Category offers different kinds of user rankings: Most active users: the ones who tweeted the most using the hashtag. RTs included. Most popular users: the ones who have the highest number of followers in the session. Users with the highest impact: the ones who generated the highest number of impressions. Most participative users: the ones who participated in more categories. Most retweeter users: the ones who sent the highest number of RTs. Most original users: the ones who sent the highest number of original tweets (No RTs).

Analysis of the session 'Digital Media Summit' created with Tweet Category