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A brief conversation analysis for the recent TedXNairobi conference.
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www.brandseye.com
Methodology: Monitor 35 billion websites.
Volume weighted towards TEDxNairobi.
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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General Statistics and Value:• TEDxNairobi had an estimated 1080 mentions, the conversation was assessed according to the pre-event (15th – 17th), during (18th) and post-event (19th – 22nd).
• Twitter contributed to 58.9% of the conversation, making it a very effective medium for marketing and communication.
• 30.4% of the conversation was around networking, where as, 21.8% of the conversation was on learning / education.
• 98.9% of the total conversation around TEDxNairobi was positive, with 60.1 % of the total conversation being generated was from respected sources.
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Conversation Breakdown 50.1 % of the total
conversation was generated prior to the event.
This shows the marketing and hype prior to the event was effective.
The recommendation is for future events, the pre–event preparation contribute to the greatest PR value and reach.
Date Volume TEDxNairobi
% Credible sources
Reach AD Value Equivalent
Pre-event 546 59.52% 3,123,190.00 $100,889.92
During 270 57.41% 487,765.00 $15,956.07
Post-event 264 65.15% 1,236,275.00 $39,987.46
Pre-event Post-event
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Top Themes
There was a high number of positive mentions and RT.
The public were constantly engaging and communication about the event.
In future, information should be communicated prior to the event, rather than the actual day of the event.
Date RT Speakers Looking Forward
Positive Thanks
Pre-event 124 53 130 212 88
During 77 11 48 48 16
Post-event 104 20 71 71 34
Avg Cred: 3.7
Avg Cred: 3.7Avg Cred: 3.8
Avg Cred: 3.55
Avg Cred: 3.8
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Sentiment 98% of the total
conversation was positive.
The negative mentions were around the KPLC and the power outage at the event.
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Media Sources Consumers were the
main drivers of conversation, with the greatest conversation being generated during and after the event.
Enterprise conversation was greatest prior to the event, which reflects the conversation around the sponsors and other enterprise endorsements.
Press coverage was greatest on the day of the event, due to the news coverage of the event.
Date Consumer Press Enterprise
Pre-event 75.00% 2.00% 23.00%
During 93.00% 7.00% 0.00%
Post-event 92.00% 0.00% 8.00%
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TwitterSphere Twitter contributed to
approximately, 58.9% of the total conversation.
The conversation on Twitter alone reached a total of 217, 360 people with a total Ad equivalent of $ 7,176.56.
The top consumers were influential people in the industry, and were discussed considerably throughout the event.
Name Occupation Tweets Online Mentions
Total Reach
Erik Hersman
Co founder of Ushahidi and Afri - gadget
11 104 267, 680.00
Chiira Maina
Blogger 15 53 55,000.00
Marvin K. Tumbo
Social Media Specialist
16 41 36,050.00
Bobby Mwigiri
Blogger 14 23 30,600.00
Ng'endo Copy Writer and Designer
16 26 30,600.00
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Sponsors 71% of the
conversation around the sponsors came from the consumers.
This is positive for the brand because it shows the audience is discussing their brand and aware of the interaction.
The conversation around the sponsors led to a total reach of 1, 517,410 people and an ad equivalent of $ 48 850.
Sponsors AVE = $ 48 850.
