Monitoring: The Art of Disruption
We attended TEDxAthens conference and were inspired once again! A truly disruptive event, in a positive way!
As soon as we arrived at “Hellenic Cosmos” theatre at 9:00 a.m., we decided that we should monitor the social media and present you the dynamics of such a big event in Greece – a country suffering from recession and, at the same time, killing creativity and forcing a large number of its citizens to go abroad…
So we used our beloved Social Media Monitoring tool (Alterian SM2) to search the Greek web for related search terms like #TEDxAth #TEDxAthens , Tedx Athens and many more. We searched the time period from 27/11/2011 until 4/12/2011 (13:00) and here are the results:
The buzz was great indeed. We remind you that our social media monitoring on the speech of the former Prime Minister, G. Papandreou, at the 76th Thessaloniki International Fair came up with approximately 5.000 angry mentions in a single day (10/9/2011). On December 3rd 2011 , the TEDx Athens day, our search returned 4.800 mentions full of hope !
Graph 1 : Mentions volume hour by hour on December 3rd.
In the folowing graph we see the number of mentions about TEDxAthens as they were made throughout the day of the event. 700 mentions were made at 10 a.m., and we had an average of 260 mentions per hour. For an event that took place in Greece and could only be attended by 1000 people (due to the theatre’s capacity), this is a very big number.
Graph 2 : Mentions volume by Speaker.
As was expected, Vice Chairman of Ogilvy Group Rory Sutherland created the Top Buzz in the social media. Visual designer Charis Tsevis and political strategist Joe Trippi also enjoyed a large number of mentions. Of course, all speakers were fabulous. In the graph you may also observe the topic “Queues” (!) that was mentioned in a negative way, of course…
Graph 3 : Daily Volume of last week .
Observe how the interest grew day by day during the week and finally led to an explosion of mentions on December 3rd…
Graph 4 : Share of Voice.
We see here that events like this are mostly discussed on microblogs and especially on Twitter. The Greek Twitter community rocked and made a buzz sending a message : We need to disrupt the current situation and ignite creativity.
Graph 5 : TEDx Athens Top Tweeters.
(Sample at the time we stopped searches. More mentions could have come if we continued the search due to asynchronous collection)
In this graph you may see the users who tweeted the most about TEDx Athens. It seems that Twitter users wanted to share the news with their followers and spread the conference’s message. Regarding these users we have only one thing to say : follow them…
Graph 6 : Popularity of Mentions
Great events like TEDx Athens also produce popular mentions. Almost 670 mentions became very popular, while 3 of them reached popularity index 10, which is as good as can get. The popularity graph shows how far the mentions reached and how many people read them. So, we may say that many tweets were retweeted and read by a large number of people all over the world.
Graph 7 : Sentiment Analysis
After attending TEDx Athens, we couldn’t expect anything less than what is presented in the graph below. The vast majority of posts express very positive sentiments for the conference. Of course, there are also very few negative mentions, which is only natural for events of this size.
Graph 8 : Emotions in Content
The emotions that were expressed in the mentions of TEDx Athens were mostly ‘social’ or had to do with “leisure”, so we can conclude that people had a good time there! And then, there was also a sense of “achievement”. The feeling that you are listening to people who have achieved and created something through the art of disruption and innovation.
We share the same feelings. And we were also impressed by the speeches of Rory Sutherland and Joe Trippi. We can say for sure that TEDx Athens disrupts minds in the best possible way and should continue to do this. People’s response proves that they need it.
A special thanks to TEDx Athens
The BaaS team
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