{"id":2818,"date":"2015-03-29T21:55:56","date_gmt":"2015-03-29T21:55:56","guid":{"rendered":"http:\/\/www.theswitch.us\/blog\/?p=2818"},"modified":"2015-04-02T16:39:11","modified_gmt":"2015-04-02T16:39:11","slug":"sxsw-social-media-amplification","status":"publish","type":"post","link":"https:\/\/switch.us\/blog\/sxsw-social-media-amplification\/","title":{"rendered":"SXSW and Social Media Amplification"},"content":{"rendered":"
On April 29th, Nicole will grace the BizBash stage to share data and insight on social media-driven brand amplification. To prepare for her presentation, she explored the social reach of one of the nation’s most anticipated and talked about tech, music and entertainment events: SXSW.<\/address>\n

 
\nIf you are like millions of other Americans, you spend a lot of your spare time on your phone \u2013 specifically on social channels. Everything from Instagram to Twitter, from Facebook to Snapchat. You\u2019re checking in at restaurants and uploading pictures of your meal<\/a>. You\u2019re snapping selfies with your friends and deriving the perfectly quotable caption. You\u2019ve created 10 hashtags to end all hashtags; who cares if they\u2019ll never trend, they\u2019re hilarious.<\/p>\n

And when you\u2019re not busy sharing your own news, you\u2019re checking your channels for news of your friends. What are they eating, where are they going, how are they making jokes only they think are funny. (#yourenotthatfunny)<\/p>\n

Year over year, the average number of social media users rises. And the number of followers\/friends for each of those users is also on the rise. The average number of Twitter followers is 208; the average Facebooker has 338 friends; and the average Instagram account has 843 followers and follows 822 other accounts.<\/p>\n

So what do all of these numbers mean for those of you planning meetings and events? A lot of things, but unequivocally that what happens at your meeting or event will be shared with a far larger group than your attendees. And that can be a good or bad thing.<\/p>\n

Let\u2019s take, for instance, the South by Southwest festivals<\/a>\u2014film, interactive, and music\u2014that take place each year in Austin, Texas. This year\u2019s festivities just wrapped up. Did you go? I didn\u2019t. But I sure know a lot about what went on, because my friends spent\u00a0a lot<\/em>\u00a0of time sharing their contributions to Austin\u2019s \u201cStay Weird\u201d initiative<\/a>.<\/p>\n

\"sxsw-word-cloud\"<\/p>\n

With an approximate 72,000 registrants and many of them focused in the digital and entertainment sectors, SXSW definitely made an impact on social media.<\/p>\n

To examine the social media conversations surrounding the event attended by a few and resulting in impressions upon many, Switch performed a social monitor<\/a> to look at any and all posts\u2014including reviews and comments\u2014involving SXSW across all social media channels from January 1, 2015 to March 27, 2015, specifically Twitter, Google Plus, Facebook, YouTube, Instagram, and various forums and blogs.<\/p>\n

There were approximately 2,916,884 posts regarding SXSW during this almost three-month time frame, and 98 percent of the posts came through Twitter. Most of the volume came in mid-March, during the film and interactive festivals, with users posting most often on Friday afternoons through about 11 p.m. And posts were, for the most part, positive (21 percent) or neutral (74 percent).<\/p>\n

The top mention within posts was, of course, @SXSW. But there were several blogs, publications, and celebrities also on the list, including:<\/p>\n

@isocialfanz
\n@youtube
\n@appmeerkat
\n@mashable
\n@for_my_brother
\n@iseeconception
\n@bigsean
\n@bryankramer
\n@jimmykimmel<\/p>\n

We also looked at the top hashtags, where users were pithy vs. overly clever:<\/p>\n

#SXSW
\n#SXSW2015
\n#Austin
\n#meerkat
\n#Sxswi
\n#atx
\n#newwaytowork
\n#startup
\n#socialmedia
\n#music<\/p>\n

Meanwhile, some celebrity heavy hitters\u2014and one up-and-comer\u2014captured the top retweets:<\/p>\n

SXSW – March 19th<\/p>\n

\u2014 The Weeknd (@theweeknd) March 12, 2015<\/a><\/p><\/blockquote>\n

 <\/p>\n

Da song #everyone<\/a> talking bout #SXSW<\/a> #roc<\/a> #hiphop<\/a> #SXSW2015<\/a> #np<\/a> #trending<\/a> #SoundCloud<\/a> #itsago<\/a> http:\/\/t.co\/DxeqsMjleg<\/a> pic.twitter.com\/mv2E7L0xCK<\/a> \u2014 King yoshi (@yoshicrewent) March 22, 2015<\/a><\/p><\/blockquote>\n

 <\/p>\n

I wrote a poem composed entirely of real SXSW panel titles http:\/\/t.co\/5WfT8Ubd9X<\/a> pic.twitter.com\/9TR5ED4be9<\/a><\/p>\n

\u2014 Jason O. Gilbert (@gilbertjasono) March 16, 2015<\/a><\/p><\/blockquote>\n

 <\/p>\n

The #Fratpack<\/a>. #sxsw<\/a> #NeighborsTour<\/a> #FBF<\/a> pic.twitter.com\/YsSzKyfyXZ<\/a><\/p>\n

\u2014 Zac Efron (@ZacEfron) February 7, 2015<\/a><\/p><\/blockquote>\n

 <\/p>\n

What were people talking about? Well, any and everything, from the venues to the film titles, the panel discussions to the artists.<\/p>\n

By the end of the festivals, these conversations generated approximately 23 billion potential Twitter impressions \u2013 a number based upon the number of author followers, comments, retweets, and more. Twenty-three billion. That\u2019s a lot of impressions. And they were coming from all over the world.<\/p>\n

So let\u2019s revisit these numbers: 72,000 approximate registrants at the festivals. Almost three million social media posts. And approximately 23 billion potential impressions. I think anyone could argue that SXSW has its social media game down pat.<\/p>\n

How can you and your event or meeting get in on some of this action? Keep social media front of mind \u2013 not just for pre-promotion, but also for during the event<\/a>. Prompt the audience with hashtags. Create a photo booth for Instagram posters. Determine prizes or giveaways based on posts. Engage your highest-profile guests to engage, share, and communicate with their followers on behalf of the event.<\/p>\n

I\u2019ll discuss more about the stats that have taken SXSW into the social media stratosphere and more about your next meeting or event\u2019s social media potential during my talk at BizBash\u2019s Event Innovation Forum\u2014South Florida<\/a> in Fort Lauderdale on April 29. I hope to see you there. And I hope to see you posting all about it. Positively, of course. Follow the hashtag #BizBashFL to stay in the know.<\/p>\n

This article originally appeared on BizBash.com<\/a>. To get in touch with Nicole, sent a note to NicoleP@TheSwitch.us.<\/a><\/h2>\n","protected":false},"excerpt":{"rendered":"

Later this month, Nicole will be gracing the BizBash stage to share data and insight on social media-driven brand amplification. 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