What Can We Learn From Social Media Performance Of Top Brands At CeBIT

Each year, CeBIT showcases digital IT and telecommunications solutions from around the world. This year, the world’s leading high-tech event was held from March 5-9 in Hannover, Germany. We at NextPrinciples used our Social Analytics & Engagement platform to analyze social media engagement at the event in real time. In our analysis, we analyzed the Reach, Engagement, and Impact metrics on social channels.

To begin, we identified our framing questions:

  • How was the overall performance of CeBIT 2013 on Twitter?
  • Which were the most visible High Tech companies at CeBIT2013?
  • How did the share-of-voice compare between the top brands?
  • Who were the most active tweeters?
  • What were the key topics driving the conversation?
  • What role did influencers play to amplify the messages?

Our analysis looked specifically at the event days March 5 and 6, during which we found that there were:

  • 9151 total tweets – 5263 on March 5 and 3888 on March 6.
  • 1115 total re-tweets – 325 on March 5 and 790 on March 6.

This indicates a 12% average re-tweet rate total, with a 6% rate on March 5 and a 20% rate on March 6.

From these numbers, we can see that the first two days of CeBIT 2013 were a great success in terms of Twitter. While Day 2 had a higher rate of re-tweets than Day 1, external engagement was high across the board. Overall, the high number of tweets and re-tweets including #Cebit2013 indicates that the event was well received.

You can find a more detailed analysis on Reach, Impact and Engagement metrics on Slideshare and infographics on Pinterest.

Comparing the Top Companies at CeBit2013

In this part of our analysis, we compare the top companies at CeBit2013: SAP, Intel, Microsoft, and IBM. The findings were as follows:

SAP:

  • 568 total tweets
  • 146 total re-tweets
  • 26% re-tweet rate

Intel:

  • 428 total tweets
  • 8 total re-tweets
  • 2% re-tweet rate

Microsoft:

  • 223 total tweets
  • 30 total re-tweets
  • 13% re-tweet rate

IBM:

  • 118 total tweets
  • 16 total re-tweets
  • 14% re-tweet rate

The numbers break down to indicate that …

  • SAP had 33% more tweets/mentions than Intel
  • Intel had 92% more tweets/mentions than Microsoft
  • Microsoft had 89% more tweets/mentions than IBM
  • IBM had 381% fewer tweets/mentions than SAP.

Let’s break this down a little further by examining the share-of-voice:

SAP:

  • Total number of tweets for Day 1: 336, Day 2: 232
  • 69% of tweet share was from external community
  • 31% of tweet share was from SAP-owned handles
  • Participation: active engagement from SAP

Intel:

  • Total number of tweets for Day 1: 300, Day 2: 128
  • 100% of tweet share was from external community
  • Participation: no engagement by Intel or subsidiaries

Microsoft:

  • Total number of tweets for Day 1: 121, Day 2: 102
  • 93% of tweet share was from external community
  • 7% of tweet share was from Microsoft’s own handles
  • Participation: came from Microsoft’s regional subsidiaries

IBM:

  • Total number of tweets for Day 1: 77, Day 2: 41
  • 70% of tweet share was from external community
  • 30% of tweet share was from IBM-owned handles
  • Participation: came from regional subsidiaries

Of these four companies, three of them are B2Bs (SAP, Intel, and IBM). SAP really demonstrated social strength and maturity during this event by using a dedicated Twitter handle along with subsidiaries, and dominated the conversation with an overall 46% share-of-voice. Additionally, SAP maintained a balanced engagement. Two-thirds of the conversations were driven by non-SAP employees.

On the other hand, if we look at Microsoft and Intel, almost all of the conversations surrounding those brands came from the external communities. The companies themselves were largely absent from the conversation.

Key Topics by Company

Each company added to the larger CeBIT2013 conversation with the following topics:

SAP:

  • sapcebit
  • sapcloud
  • innojam
  • mobile

SAP drove engagement by amplifying their messages.

Intel:

  • nuevos
  • atom
  • synology
  • haswell

Intel had these key topics, but without participation from its own handles, failed to amplify.

Microsoft:

  • live-stream
  • tablet
  • pro
  • directx

Overall, Microsoft had fewer key topics to amplify, meaning it was more difficult to engage.

IBM:

  • ibmcebit
  • augmented
  • computing
  • cebit2go

IBM had good topics that were more specific to CeBi2013 than, say, Microsoft’s. However, because they didn’t have the same level of participation as SAP, for example, they saw a much lower amplification of their messages.

Overall:

Looking at the CeBit2013 Twitter engagement for these top four high tech companies for the first two days of the event showed that there was some very good engagement taking place.

SAP demonstrated a well-orchestrated engagement, in particular. Because they used a dedicated event hashtag (#sapcebit), they were able to see higher engagement and greater amplification across several key topics from their internal and external communities.

Intel had an equally wide set of topics and decent engagement from its external community. However, they lacked participation from their own handles, and so missed a critical opportunity to leverage the event and amplify their messages.

Similarly, Microsoft also had good engagement from its external community, but it lacked key topics and conversations to amplify. Adding to that was a distinct lack of participation from the company’s own handles and subsidiaries.

IBM had a dedicate handle for CeBit2013 and had some good topics to discuss. Unfortunately, their message was not amplified well as there was little participation from their own handle, subsidiaries, and employees.

In all, we can see that having dedicated handles and hashtags, as well as participation from both internal and external communities, can make a huge difference in a brand’s ability to amplify its messages. SAP was the clear front-runner at CeBIT 2013.

You can find a more detailed analysis of the top brands on Slideshare and infographics on Pinterest.

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