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

1. Silicon Cape sponsored by Cell C
19th January 2011 (midnight) to
t
26th January 2011 (8 am)
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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.
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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.
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4. BrandsEye went on an adventure to track the
conversation around the Silicon Cape event which was
sponsored by Cell C. The data was analysed between the
19th and 26th January 2011. A total of
online conversations were picked up!
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5. of this conversation was on the day of the event,
25th January 2011.
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6. This chatter reached approximately
1 223 335
people. As an example a large global golfing event
held in South Africa generated the same reach in
approximately two weeks. In context, this shows Silicon
Cape as an initiative is on the right track in developing
a community of following to build on. In addition, this
also generated considerable brand awareness for
Cell C.
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7. During the week the conversation generated
R 280 477
worth of earned media – for Silicon Cape of which a
large percentage also referenced Cell C. This shows that
partnership between social enterprise and corporate
sponsors in the offline space are a viable and
measurable generator of online returns.
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8. Why was
this the
case?
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9. The Silicon Cape initiative functioned as a networking
hub for influential people within the digital space. This is
evident by the fact that
of the conversation around Silicon Cape was from a
respected source (a respected source reaches a minimum
of 1 000 people).
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10. Let’s take a
closer look at
the sources of
conversation…
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11. of the conversation was generated by consumers. As
Silicon Cape targets entrepreneurs this was ideal as they
make up the same consumer market. At the same time,
sponsorships aim to reach the end consumer – results
show the conversation generated directly reached and was
driven by the end consumer. Traditionally, a launch would
be directed at the press who then communicate the
message to the consumer. In this case, the chain of
communication has been shortened and is more direct.
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12. Communication
platforms?
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13. Twitter contributed to of the
total conversation. The remainder of the conversation was
directed through the following platforms:
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14. What were
the hot
topics?
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15. www.brandseye.com

16. Cell C launched the new service ‘MyTools’. ‘My Tools’
was mentioned in
of the hot topics. The conversation around the launch and
product were highly positive, with mentions of a demo
and practicality.
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17. Cell C’s CEO Lars P. Reichelt who attended the event
accounted for
of the hot topics. His presence there was therefore helpful
in promoting conversation, the event and the launch.
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18. Interestingly,
of the online conversation was around networking at the
event.
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19. What about
the
sentiment?
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20. Only
of the total conversation was negative, with no specific
trends but rather instance-based negativity. Indicating on
the whole the event and launch were a success and were
well accepted by the targeted community.
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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.
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22. Visual Support
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23. Visual Support
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24. Visual Support
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25. Visual Support
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26. BrandsEye is an online reputation management service
which focuses on the real-time monitoring and
management of corporate reputations in the digital
space.
For more information:
Contact Tim Shier on 021 462 7353
Email the team on contact@brandseye.com
Contact us on Twitter @brandseye
Or go to our website: www.brandseye.com
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