NTC – Tech Awards 2012 Social Media Listening Summary

Prepared by Leah Mackey on behalf of ACS Advertising, a Xerox Company

Oct. 30, 2012

Search Configuration & Summary

A current search for the following keywords returned 832 mentions from May 1, 2012 – Oct. 30, 2012. The search was configured using the following search set: • (#techawards2012 OR techawards2012 OR nashtechcouncil) + tech awards • (nashville tech council OR nash tech council OR nash tech council OR ntc) + (awards OR gala) Summary of results: • Majority of content from Twitter • Majority of conversation occurring the week of the awards, peaking the night of the gala Searching includes: • Social Media Channels • Images & Videos • Online Mainstream News sites • Forums & Forum Replies • Blogs & Blog Comments • Any site with an active RSS Feed

Filters include: • Included English language only • Included U.S.A. and no location disclosure

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Total Volume = 832 mentions

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Blogs 82

10% News

58 7%

Forums 20 2%

Twitter 665 80%

Public Facebook Statuses

7 1%

Conversation Word Cloud

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Conversation BuzzGraph

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A BuzzGraph shows a visual summary of buzz around the searched query by listing words that appear frequently along with the search query. Association between different

keywords is represented by edges between them which can be bold, simple, or dashed based on the strength of association. Strongly related words, which frequently appear

together, have darker edge between them. The position of a word is not indicative to its relevance or frequency of mention.

Popularity Trend

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Sentiment *Using automated sentiment scoring system

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Overall Sentiment

Negative

Neutral / No Sentiment

Positive

Geography

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#TechAwards2012

A Deeper Dive on Twitter

Twitter Reach 1.5 million impressions from 665 Tweets

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Authority Breakdown - shows breakdown of the authority (influence) of the Tweet authors. Tweets are segmented

into ordinary, prominent or influential categories based on their author’s influence.

Mention Type Engagement Level

The # of times a single user tweeted about the subject

Most Authoritative Top 10 Twitter users with the highest authority who tweeted about the event

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Top Sources Top 12 users who tweeted the most

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Twitter Demographics / Geography

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Other 30 5%

Tennessee 579 95%

U.S. State Distribution

Analyzing 609 profiles from 665 Twitter results Gender Demographics

Analyzing 426 profiles from 665 Twitter results

Popular Tweets The most retweeted Tweets

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