1  

Social Media Week Copenhagen 2017

What did we talk about?

2  

SMWiCPH: Which themes and influencers dominated Social Media Week 2017?

Are you able to find your event, hashtag or even your own Tweet in this report?

3  

2017 Theme Language and the Machine

Algorithms and the Future of Communication

Social Media Week Copenhagen is an event spanning five days across various locations in Copenhagen. But what conversations did we actually have on social media during the week from 27th of February to 4th of March 2017? Let´s discuss SMWiCPH: In social media and #trends in this report

4  

•  Summary & Key Figures

•  SMWiPCH - Performance •  KPI’s & summary •  Media exposure & key events •  Exposure by media •  Key influencers •  Tonality (NTS) •  Hot topics •  Trends

•  SMW #Trends

•  KPI´s & summary •  Media exposure & key #trends •  Benchmark of key #trends •  Key influencers •  Trends

•  Appendix: Definitions

•  Want more insights?  

What will you find in this report? Share-of-voice BudskapTonläge

5  

Summary: Key Figures Reach #Hits #Influencers Ad Value

You have discussed,

debated, shared and delivered a lot

of content on social media during social media week!

In total 2,013 hits about

SMWiCPH or SMW #trends.

We have analyzed the reach Social Media Week

generated from being mentioned in social media.

And we think 10,539,770 is an

impressive number!

In total 688 unique

influencers embraced what

Social Media Week is about: Using digital

media to express, discuss and share

opinions and content.

With an impressive

amount of reach, the Ad Value follows. The

estimated Ad Value this event

generated by promoting

hashtags like #smwcph ended

up at 263,231 DKK!

6  

SMWiCPH Social Media performance report

7  

KPI’s: Social media

#Hits

1.179

Reach Ad Value #Influencers

Above is a summary of SMWiCPH´s media performance in social media in the given period. For explanations of KPI´s please go to appendix.

370 10,539,770 263,231 DKK

Wow, that’s a lot of impressions!

370 unique influencers discussing

and retweeting How cool is it that this event created a potential Ad Value

worth this much?

8  

Media Exposure: Key Events

233 244

334

176 170

22

0

30

60

90

120

150

180

210

240

270

300

330

360

27/02/17 28/02/17 01/03/17 02/03/17 03/03/17 04/03/17

With the use of hashtags like #smwicph, #smwcph and #smwdk, 370 unique influencers discussed and commented during the 90 events of the week!

This chart shows the distribution of social media coverage of SMWiCPH in the given period. The y-axis show the number of hits and the x-axis is the date.

If you have tweeted about #smwLF during the week, you were part of the majority, as #smwLF dominated the week by delivering the most tweeted events and content. Cool!  

9  

Exposure: By Media

Twitter 93%

Instagram 6,5%

Facebook 0,5%

Media Hits

Twitter 1,092

Instagram 82

Facebook 5

No surprise! Twitter was the most used media in sharing all of your thoughts and debating during social media week. With Twitter being crowned the winner of the week this seems to be the place where we prefer to discuss social media? Interesting!

This chart illustrates the media exposure in the given period divided by social media platform.

10  

Key influencers

14

14

15

16

17

18

19

20

22

24

@startsnakken

@ungkom

@metts_fro

@EdFromHRIS

@CamillaStema

@rfrederiksen

@MayaSchott

@tokehelmo

@SimonCrackLin

@trendinaliaDK

Which key influencers were the frontrunners in starting conversations and discussing SMWiCPH and related hashtags such as #smwcph and #SMWstatistik during the week? We know! And @trendinaliaDK knew too.

This chart illustrates he top 10 key influencers talking about Social Media Week.

11  

Tonality

38  

Number of hits Percentage (NTS)

1.121

57 1

Positiv Neutral Negativ

With 95% of the discussions about SMWcph being positive there is no doubt that the influencers really liked being a part of this week! Apparently we are all very keen on discussing social media on social media!

These charts illustrates the tonality or sentiment value divided by positive, neutral and negative mentions. For further explanation go to appendix.  

Positiv 95,08%

Neutral 4,9%

Negativ 0,1%

Percentage (NTS)

NTS 95%

e e

e

e

12  

Hot Topics

13  

Trends

This word cloud illustrates the most discussed trends and themes in relation to the official social media week hashtags. The size of the word illustrates the hype around the trend.

14  

What about the hype?

Did you know that the hype around SMW increased by 35% the days after the week

compared to the days leading up to the event? We´ve got something to talk about!

15  

SMW #Trends Social Media performance report

16  

KPI’s: Social media

Above is a summary of the official social media week #trends´ media performance in social media in the given period. For explanations of KPI´s, please go to appendix.

#Hits #Influencers

834 318

Wow! That´s a lot of unique influencers debating #trends and sharing their thoughts of events, locations and themes.

Curious about what influenced this number? We have searched for official SMW #trends like

#SMWIntelligence, #smwspisekammeret, #smwcphblogs and #smwdj

17  

87

120

307

99

183

38

0

30

60

90

120

150

180

210

240

270

300

330

27/02/17 28/02/17 01/03/17 02/03/17 03/03/17 04/03/17

Media Exposure: Key trending #hashtags

THE HYPED HASHTAGS We have gathered the most hyped hashtags in the given days which have influenced the discussions. Which theme was your favorite?

#smwcphLF

#smdk

#smwcphmaersk #smwpubquiz

#smwstatistik

#smdk

This chart shows the distribution of social media coverage of #trends in the given period. The y-axis show the number of hits and the x-axis is the date.

OTHER TRENDS Did you know that trends like Trump, Folkemødet, Gyllegate and Brexit also took part of your discussions during the week?

18  

Benchmark: Key #Trends media exposure

This chart shows the exposure in social media in the given period. The y-axis show the number of hits and the x-axis is the date. We have given you a tip about the most popular hashtags and trends in each day. Do you see a discussion you would like to participate in?

0 10 20 30 40 50 60 70 80 90

100 110 120 130 140 150 160 170 180 190 200

27/02/17 28/02/17 01/03/17 02/03/17 03/03/17 04/03/17

Influencers

Social Media

Big Data

Trends

Content/Kom

#smwstatistik Brexit Folkemøde Smdk

#SMWCPHblogs Bloggerpanelet #Infleuncdk

#smwcphLF lobbyisme #pecs2017

#smwtrends2017 Ny persondatalov Danske Twitter brugere

#smwspisekammeret #SMWservice Content workshop / com

19  

Benchmark: Key influencers media exposure

11  

11  

13  

13  

13  

15  

16  

18  

18  

20  

@LarsJ3  

@Maria_ande1  

@SarahWinge  

@BayMads  

@;namellergaard  

@itsfashionbaby  

@tokehelmo  

@majapedersen91  

@EdFromHRIS  

@SimonCrackLinde  

We recognize some very active influencers! Seems like @SimonCrackLinde played a huge part in discussing and sharing content during social media week.

This chart illustrates the top 10 key influencers talking about #trends during social media week.

20  

Exposure: By Media Media Hits

Twitter 811

Instagram 23

If you weren´t able to participate in social media week 2017 we hope you took some time to check out Twitter! If not, you have missed a lot of insights shared by the audience. Twitter

97%

Instagram 3%

This chart illustrates the media exposure in the given period, divided by social media platform.

21  

Hot Topics

22  

Trends

This word cloud illustrates the most discussed trends and themes in relation to the official social media week hashtag trends. The size of the word illustrates the hype round the trend.

23  

Appendix & study details Geographical Study Danish social media

Time period 27 Feb – 4 Mar 2017

Keyword and searches Keywords and searches are based on official SMW and SMW trend hashtags, delivered and decided by Social Media Week. Monitoring and qualitative analysis are delivered by Meltwater.

KPI Definition

#Hits

Number of hits on social media in the given period

Reach

The range of impressions is presented as gross reach/impressions on social media. Impressions can be denoted as the combined reach of all posts. The reach numbers is based on the reach, likes and followers of the given posts, and social media accounts the posts derive from.

Tonality

Sentiment value (Net Tonality Score - NTS) is calculated by subtracting the percentage of positive articles or posts with the percentage of negative during a given period. The value starts from 0 and can range from -100 up to +100, where +100 indicates that all the posts or articles are positive. In qualitative analyses the sentiment is categorized manually by an analyst based on how the actor appears in every unique article or post on the three-point scale positive, neutral and negative. In our quantitative analysis the value is calculated by NLP algorithms where in qualitative analysis the sentiment is categorized manually by an analyst. This report is based upon the quantitative method.

Ad Value

The Ad Value on editorial media are calculated on the basis of circulation figures for advertising costs, brand exposure and relevance of the given articles

#Influencers

Number of unique influencers mentioning the theme/trends/word in any social media in the given period

24  

Want your own insights?

We would love to help you discover more insights about your own brand, product or event.

+ 45 41 91 89 00 kontakt@meltwater.com

Please reach out and we will connect you to our experienced analytics team!

Brahegatan  10  7tr  114  37  Stockholm  

Telefon  +46  (0)  8  525  009  78  

Christian IX´s Gade 10 1111 København K

+45 41918900