At this year's North American Engaging Times Summit, major organizations discussed how they are extending and expanding their brand’s social and emotional connection cross-channel, i.e. email, direct mail, social media, web, etc; due to the socialization of their brands. This is the analysis done by Intrepid on the conversation surrounding the Alterian Engaging Times Summit.

1. www.thinkintrepid.com
©
Summit 2010
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2. A review of Alterian’s Engaging Times Summit 2010
Social Media Volumes
Share of Voice
Impactful Twitter Voices
Major Topics/ Themes
Key Findings
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3. What Media Types Do We Work With?
Blogs &
Comments Social
Networking Sites
(Facebook,
LinkedIn)
We immerse ourselves Microblogs
in digital spaces, using (Twitter)
the internet as a culture
in its own right and
observing patterns in Mainstream
conversation, common News
social practices, and
creating links between
Versus online and offline Multimedia
worlds (YouTube,
Podcasts)
Forums
Google Trends &
Insights
Real world
conversations, Delicious &
habits, practices, Social Tagging
cultures

4. Social Media Volume
683 results about Alterian 2010 Summit in total from 08/10/2010 to 08/25/2010
331 results (48% of total volume of
Alterian 2010 Summit post ) found on
08/17/2010 - first day of the Alterian’s
conference.
The Alterian Summit was the key spike
driven of the total volume about
Alterian in this study period.
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5. Share of Voice
Where the conversation happened
Most tweeted authors
chrisabraham (Chris Abraham)
DJEldridge (DJEldridge)
Elyse_D (Elyse)
MichelleRTaylor (Michelle Taylor)
moniqueterrell (Monique Terrell)
lindajvetter (Linda Vetter)
cbensen (Connie Bensen)
jackielamp (Jackie Lampugnano)
catherinewarren (Catherine Warren)
SPermuy (Steven Permuy)
ADMAVEN (Nick Kinports)
jenhowver (Jen Howver)
warrenss (Warren Sukernek)
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6. Impactful Twitter Accounts
Post
Chrisabraham
54 Highest number of post
Highest number of reach
21,101 (follower) Chrisabraham
Highest number of RT
22 Donpeppers
Highest number of replies Donpeppers
45
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7. Impactful Twitter Accounts
•Name Chris Abraham •Name Don Peppers •Name Monique Terrell
•LocationÜT: 38.875972,- •Location Sea Island •Location Oklahoma City - Chicago
77.10562 •Web •Web www.sparkletoday.com
•Web abrahamharrison.com peppersandrogersgroup.com
•Bio Chris Abraham is THE expert •Bio Founding Partner, Peppers & •Bio Social & New Media
in social media and digital PR, Rogers Group, business author, Strategist Residing in Chicago by
experiencing unparalleled father of five, runner way of Oklahoma City!
success with Abraham Harrison.
He is also very humble. •780 Following - 2,186 Followers - •2,038 Following- 2,285 Followers
•23,027 Following - 21,107 163 Listed -2,781Tweets 107 Listed -6,352Tweets
Followers - 833 Listed -
34,201Tweets
•7 tweets about #Alterian Summit. •18 tweets about #Alterian
•54 tweets about #Alterian Neutral sentiment to the Summit, most of them are
Summit – 35 of them were RT conference positive
other @.Most of them had
positive tone on #Alterian2010
and SM2 in particular. •22 RT@donpeppers •4 RT@Moniqueterrell
•10 RT@chrisabraham
•5 tweets replied to •45 tweets replied to •4 tweets replied to
@chrisabraham @donpeppers @Moniqueterrell
Chrisabraham Donpeppers Moniqueterrell
twitter.com/chrisabraham twitter.com/donpeppers twitter.com/moniqueterrell
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8. What did they say ?
Chrisabraham
Donpeppers
Moniqueterrell
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9. Main topics/theme
Post
Don Pepper’s Keynote:
70 Most interesting presentation “Death by Word-of-Mouth:
Socialize Your Brand NOW”
Most re-tweeted post
14
Most interesting quote
11
Most interesting number/figure
4
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10. Key topics/themes
o 37% of total posts about Alterian 2010 Summit
were the conversations about the seminar
speakers and the events
o 14% of total posts discussed the integration of
social media with overall marketing campaigns,
particularly direct marketing and digital marketing.
o 12% of posts were about engagement including
where and how customers were involved on SM
and some strategy to building brand awareness
and reputation.
Alterian Summit events and guests 37%
o7% of total posts mentioned Social Media facts /
Integration SM and Marketing 14% statistics from the summit’s presentations, mostly
on the first day of the conference.
Customer relationship on SM 12%
o 6% of total posts occurred after the summit as
Social Media Fact&Figure 7%
reviews which mostly were tweeted (or RT) on 19th
Summit's review 6% or 20th of August, after the summit endied
Branding strategy on SM 5% o Social Media analysis tool likes SM2 and Social
Media Influencers were some other topics which
Social Media Research Tool 4% caught many author’s attention.
Social Media Influencer 2% * % of total posts
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11. Other findings
 20% of total posts the Alterian 2010 summit
 90% posts contained Alterian2010
 1.3% total posts mentioned the iPad
 7% of total posts mentioned
 3% of total posts were about
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12. Key Takeaways
The summit had a
48% of the volume
significant impact on
occurred on the first
Alterian conversation
day.
volume.
The conversation
mirrored the
Yet the conversation speaker’s topics as
was sustainable as the majority of posts
7% of conversation were focused on
occurred after the engagement and
event. integration of social
media with other
marketing activities.
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