1. Social Media
Case Study

2. Table of Contents
• Overview
• Date Range
• High level Stats
• Top Stats
• Tag Cloud
• Most RT'd Picture
• The Twitter Handle Difference
• Summary
• Tools
• Team
• Conclusion

3. Overview
The purpose of this case study is to highlight the impact of social media
on the MassChallenge Awards Ceremony (MCAwards) event.
Since it’s no longer enough just to tweet about an event we wanted to
help MassChallenge better understand how to best leverage social media
to meet their goals.
This presentation is a public summary of what @BostonTweetUp provided
MassChallenge.
We wanted to illustrate the long tail discussions as a result of the
MCAwards as well as showcase the most active and influential people, the
most shared words/image of the event.

4. Day of Event
1 week later

6. Overall Reach:
Tweets

7. Top 5 Overall Reach: Tweeters
JoselinMane
11%
echoinggreen masschallenge
14% 35%
Pistachio
19% AmericanAir
21%

8. Top 5 Overall Reach:
Most Active Contributors
maplab
11%
tim_wong
13%
masschallenge
43%
michelejmartin
16%
ambassadorbruny
17%

9. The Word Cloud

10. Takeaways from Word Cloud
Organizers mentioned 5x more
than any other word
Keynote speaker mentioned 3x
more than startups
People tweet about MONEY!

11. Most RT’d Picture
• From @BolocoCEO
• About LifeIsGood
• 16 tweets
• 13 RT’s
• 74,453 impressions
• No outside tool used

12. Reach without a handle
@LifeIsGood ‘Bert’*
202 tweets 146 tweets
*Bert Jacobs was keynote & Co-founder of Life is good

13. Summary
In order for us to present this data we needed to plan ahead and make
sure we had the proper social media monitoring tools in place as well as
the right team and offline tools.
This presentation is a brief summary of the social media footprint that the
MCAwards event created. A much more complete analysis of the
MCAwards was provided to the MassChallenge team for deeper
understanding of the event.
Simply creating and collecting data isn’t enough. We helped the
MassChallenge team learn how to best interpret the data for future
events.

14. Tools - Online
Online we leveraged TweetReach Pro, Hootsuite
Pro, VisibleTweets, Twazzup, Twitter Search, SocialMention, among many
others

15. Tools - Offline
Offline we leverage Printed materials to help make it easy for everyone to
share details about the event in real time. A major hit was a laminated
Twitter guide.
Hashtag
Cover of
Brochure

16. The Team
@JoselinMane
@CutlerDave
@ambassadorbruny @alwillis
@eswnsn
@MahaAad
@Brandon_o

17. Conclusion
For further assistance learning how to leverage Social Media to meet
your organizations goals via events contact:
Joselin Mane
CEO, BostonTweetUp
Joselin@BostonTweetUp.com
617.615.6263