#SMWMumbai Social Media Week Mumbai 2015 - A Social Media Listening Report

MUMBAI 2015

A SOCIAL MEDIA LISTENING REPORT

Social Media Week is the largest event related to social media in the country. Social Media Week Mumbai edition (SMWMumbai) was held between Nov. 16 - Nov. 20, 2015. The PRactice was the official PR partner for the event.

Scope of the Report:Sources Watched: Twitter, Facebook Pages, News, Blogs, Forums (restricted to the Indian subcontinent), Instagram and YouTubeMonitoring Period: 16th of November 2015 – 20th of November 2015Bucketed Listening: Day and Event SpecificAutomated Sentiment: Yes, with manual override

On Social Media Week Mumbai 2015 (#SMWMumbai):• Social Media Week, a leading news platform and worldwide conference that curates and shares ideas, innovations and insights into how

social media and technology are changing business, society and culture around the world started on Monday with more than 1500 attendees.• Mumbai is one of the three cities to host the last leg of Social Media Week for 2015 which has made its presence felt in more than 25 cities

across the globe.• This year, Tata Motors was the presenting partner for Social Media Week Mumbai. The first day of the conference witnessed Bobby Umar,

TEDx speaker commenting on how to balance technology, strategy and engagement that connects on a more authentic level on social media.• The theme for this year’s event was ‘Upwardly Mobile: The rise of the connected class’. The Social Media Week will see an array of

speakers including brand expert Suhel Seth, international news anchor Richard Lui and Joint Commissioner of Police (Traffic), Milind Bharambe, will share the experience of tapping social media to influence behaviour and run social campaigns that impacts the connected class of India.

INTRODUCTION

Social Data – Article Aggregation - The Event Build Up:

The ‘Post Count – Build Up’ graph gives an indication to the count of posts aggregated over each day building up to the event in the month of November 2015. The event kick started on the 16th of November 2015.

SOCIAL MEDIA LISTENING AND ANALYSIS REPORT

Post Count- Build Up

Post Count0500

10001500200025003000350040004500

1-Nov 2-Nov 3-Nov 4-Nov 5-Nov 6-Nov 7-Nov 8-Nov 9-Nov 10-Nov11-Nov 12-Nov 13-Nov 14-Nov 15-Nov 16-Nov 17-Nov 18-Nov 19-Nov 20-Nov

Social Data – Article Aggregation - The Count Matrices:

Social Media activity aggregated over the monitored period and sorted by automated sentiment classification. Negative spikes suggest an adverse event requiring additional investigation.The ‘Articles aggregated – Count by Sentiment’ graph suggests overwhelming positive conversation trends on all five days of the event with the only negative spike of any significance occurring on Day 1 of the event. This was due to session goers reacting badly to an event presenter making jokes on the primary event sponsor ‘Tata motors’. Whilst a few thought that the same was funny, it did not sit well with others and subsequently trended negatively during the event.


Day 1 -16th November

Day 2 - 17th November




0500

10001500200025003000350040004500

Articles Aggregated - Count by Sentiment

Articles Classified PositiveClassified Neutral Classified Negative

Social Data – Article Aggregation - Count by Source:

The ‘Articles Aggregated – Count by Source’ graph indicates that over 98% of the conversations occurred on Twitter. This is typical behaviour of Social Media Monitoring during events where audiences tend to tweet their thoughts during the same..







0 500 1000 1500 2000 2500 3000 3500 4000 4500

Articles Aggregated - Count by Source

Twitter Facebook Instagram News Blogs YouTube

Social Data- Gender Reach:

Automated gender classification shows that about 63% of the social authors were men and over 17% were women.Social Data- Twitter Reach:

As Twitter was the busiest social platform, a potential reach calculator based on followers, favourites, retweets and replies indicate reach could be as high as over 20 million twitterati on Day 1, over 34 million on Day 2, over 20 million on Day 3, over 19 million on day 4 and over 20 million again, on day 5.

Social Data – Gender and Potential Twitterati Reach






05,000,000

10,000,00015,000,00020,000,00025,000,00030,000,00035,000,00040,000,000

Potential Reach - Twitter

SMWMumbai – The Event Sponsors

Buzz OneApril BroadcastPernod Ricard

WranglerBlogAdda

VCANTownscript

IBWMENT

AccentureUnmetric

Pics ArtIBM

Tata (#madeofgreat)Contract India

Get EvangelizedNasscom

Ansoo GuptaAvid Learning

YellowSeedOgilvyOne

ISDIThe Practice

Germin8The Express Group

Huffington PostCulture Machine

0 500 1000 1500 2000 2500 3000 3500 4000

Sponsor Mentions on Social at the event

A breakdown of the online volume of conversations on the Sponsors is given below.

Unsurprisingly, Tata Motors, the presenting partner and its hashtag #madeofgreat trended significantly over the course of the event and has over seven times the mentions of the next sponsor.

Together_VCAN and their hashtag social sanchar campaign #MySafetyMyLife trended significantly across all five days of the event culminating in a high trend rate during the event on Day 5.

Wrangler and India Bike Week co-ran a contest called #BikeReady at the venue which attracted significant participation.

YellowSeed’s Asif Upadhye conducted a very successful workshop on “Making your Content Strategy Work” which led to significant mentions online for the brand and the presenter.

ISDI Parsons Mumbai as the hosting centre received a fair share of online voice as well as well as @AnsooGupta who conducted a travel event with a quiz at the end that was well received by the audience.

Germin8, the event’s social media sponsor, Unmetric, BlogAdda and Avid Learning also received significant SOV during the course of the five day event.

The #madeofgreat had a potential average reach of 5.5 million people over the course of the five day event making it the most trending sponsor hashtag of the same. Another trending sponsor keyword on day 4 was ansoogupta with a potential reach of 2.2 million.

The online contest run by Wrangler Denims and India Bike Week on Day 2 also had a potential reach of about 2 million people.

SMWMumbai – The Event Sponsors

Event specific conversations were captured and bucketed on a day to day basis in order to identify social trends around the same. These conversations were then classified by sentiment to give to quick overview on the most discussed events of each day over the course of the five day event.DAY 1:

The events ‘Next Gen Social Insights’ and ‘Women Hackers on Social’ trended the most in terms of conversation and positive sentiment. However, during the Cult Brands 2.0 event, the twitter handle @suhelseth trended negatively for a brief period in relation to apparent comments made on Tata Motors, the main sponsor.This particular event was then referred to, or retweeted by presenters of other events such as “Next Gen Social Insights” and “Women Hackers on Social” which reflected in the negative trends on the same.

SMWMumbai – Event Specific Overview

Opening Keynote

The Integration Challenge

Create, Collaborate, Share

ROI of Trending or going Viral

Women Hackers on Social

Next Gen Social Insights

Cult Brands 2.0

0 100 200 300 400 500 600 700 800 900

Day 1 - Event specific conversation overview

Possible Negative References Possible Neutral References Possible Positive ReferencesEvent Specific Conversation - Total

DAY 2:

“#CelebSocial” was the most discussed event on Day 2 of SMWMumbai2015. Negative trends were few and far between on any of the events on Day 2.


Track MEP | Will traditional media be relevant for Gen Y beyond 2015?

Creating Winning Content through Social Media Insights

Track MEP | Being Relevant on Digital

Track MEP | #CelebSocial

Workshop: Preparing for "Zero" organic reach

Track MEP | #5Sentences: Digital Formats and Content

Track MEP | Express, Impress and Progress – Social Media, Creative Up- starts and Intellectual Property

0 200 400 600 800 1000


Possible Negative References Possible Neutral ReferencesPossible Positive References Event Specific Conversation - Total

DAY 3:

The most trended events on Day 3 included the Workshop: Think and do dum de da by Asif Upadhye which was one of the most well received events of the entire week will very positive trends. Event attendees enjoyed the “Cards against Influencers” and “#Powerofnow” sessions as well.


Track A&M | The state of content marketing in India

Track A&M | Let's get real about real time marketing

Track A&M | Making your content strategy work for your customer

Track A&M | Digital Influence : A changing paradigm

Workshop : Think and do dum de da

Track A&M | Cards against Influencers

Track A&M | #PowerofNow

Track A&M | Know your customer

0 100 200 300 400 500 600



DAY 4:

Day 4 saw significant trending of the events “#Socialfoodys : The New Foodpreneurs” and “One Shoe, One World” which trended extremely positively. This session by @ansoogupta was quoted as enjoyable by many, and also included a quiz at the end which seems to be well received.


Track Mixed Bag - Digital video: Redefining long form content & Brand stories

Workshop - Come,Plan, Go - Travel Workshop

Track Mix Bag -"One Shoe, One World" Travel Talent

Track Mix Bag-Rare Diseases, Mobile Health & Social Media

Track Mix Bag - #Socialfoodys : The New Foodpreneurs

Track Mix Bag- How Brands Can leverage Social Communities To Drive Collective Good

0 50 100 150 200 250 300 350



DAY 5:

The #MySafetyMyLife social sanchar campaign trended all across the five days of the event with a massive spike on Day 5 during the event itself. The session was very well received by the audience with multiple people taking pledges in support of #MySafetyMyLife. The combined twitter reach of the hashtag campaign over the 5 days of the event is about 3.06 million people.


Is Social Advertising Really Taking Over Traditional Advertis-ing?

Spinning Content - Writing for the Web

"Can social media exist as an island, what happens when integrated?

Is social media shaping journalism for better or for worse?Artificial Intelligence in Social Media

Diffusing the taboo on SEX 'Digitally'Not So Social Side of Social Media

Social Sanchar Campaign: #MySafetyMyLife

A Networked World- How Social Media helps organisations build and nuture relationships

0 100 200 300 400 500 600



Overall trends (Over Social Media Week):

The hashtag ‘madeofgreat’ trended throughout the five day event. Other trending keywords were twitter handles of presenters such as ‘raehanbobby’, ‘ansoogupta’, ‘nikhilchinapa’, ‘asifupadhye’, ‘gauravkapur’ and ‘suhelseth’. The handles Wranglerdenims and Indiabikeweek also trended due to the contest they hosted online on Day 1.

SMWMumbai – Conversation Trends

Positive trending (Over Social Media Week):

*Keywords ‘madeofgreat’ removed

Negative trending (Over Social Media Week):

SMWMumbai – Conversation Trends

Top Twitter influencers at the Social Media Week event included the active tweets from personalities like Aditi Raval (@RJADITI) giving continuous updates from the event on twitter. Promotion by Zee News on its twitter handle (@Zee News) reached out to potentially 2.6 million people. On a news front, the article titled ‘A Five Day Digital Extravaganza: Social Media Week Commences In Mumbai’ on the Huffington Post was the most influential with a Mozrank score of 6.92. On facebook, posts made by influencers such as Nikhil Chinapa, Aditi Raval, Team Nihal and Zee News had over 14000 likes and were the most trending posts over the course of the event.

SMWMumbai – Social Influencers

A sample of the articles posted by influential authors is as below.

SMWMumbai – Social Influencers

SMWMumbai – Owned Media Analysis – November 9th to 23rd 2015

Total Impressions – 5,77,863

Total Engagements – 16,935

Total Retweets – 4,735

Total Likes – 3,073

Total URL Clicks - 649

Total Media Engagements – 1,604Impressions

0

20000

40000

60000

80000

100000

120000

140000

160000

Twitter Impressions over Social Media Week Mumbai

9th Nov 2015 10th Nov 2015 11th Nov 2015 12th Nov 2015 13th Nov 2015 14th Nov 2015 15th Nov 2015 16th Nov 201517th Nov 2015 18th Nov 2015 19th Nov 2015 20th Nov 2015 21st Nov 2015 22nd Nov 2015 23rd Nov 2015


Twitter Engagement0

500

1000

1500

2000

2500

3000

3500

4000

4500

5000

Twitter Engagement over Social Media Week Mumbai

9th Nov 2015 10th Nov 2015 11th Nov 2015 12th Nov 2015 13th Nov 201514th Nov 2015 15th Nov 2015 16th Nov 2015 17th Nov 2015 18th Nov 201519th Nov 2015 20th Nov 2015 21st Nov 2015 22nd Nov 2015 23rd Nov 2015

9th Nov 2015

10th Nov 2015

11th Nov 2015

12th Nov 2015

13th Nov 2015

14th Nov 2015

15th Nov 2015

16th Nov 2015

17th Nov 2015

18th Nov 2015

19th Nov 2015

20th Nov 2015

21st Nov 2015

22nd Nov 2015

23rd Nov 2015

0

0.5

1

1.5

2

2.5

3

3.5

4

4.5

Twitter Engagement Rate


Total increase in likes over the period – 112

Total Engaged Users – 1,524

Total Reach – 212,717

Total Engagements – 12,033

Total Impressions – 50,711

8th Nov 2015

9th Nov 2015

10th Nov 2015

11th Nov 2015

12th Nov 2015

13th Nov 2015

14th Nov 2015

15th Nov 2015

16th Nov 2015

17th Nov 2015

18th Nov 2015

19th Nov 2015

20th Nov 2015

21st Nov 2015

22nd Nov 2015

0

1000

2000

3000

4000

5000

6000

7000

Facebook - Owned Page Analysis

Daily New Likes Daily Page Engaged Users Daily Total Reach Daily Organic Reach Daily Paid ReachDaily Total Impressions Daily Organic impressions Daily Paid Impressions Daily Logged-in Page Views


SocialmediaweekSeetheworldTraveldiaries

TravelSmw

MumbaiTimesnow

ShruthijithkkDhanyarajendran

Thewire

0 2 4 6 8 10 12 14 16 18 20

Top Photo Tags


Normal02468

10121416

Top Video Filters (By En-gagement)

Engagement per VideoNumber of Videos

PublisherAuthor

Socialmedia5sentences

YoutubeMadeofgreat

SocialMysafetymylife

smwmumbaiTip1

0 2 4 6 8 10 12 14

Top Photo Tags

Thank You !