A full and detailed social listening report by Belgian agency The Reference using Alterian SM2 to measure and analyze the "buzz" surrounding the Fusion Marketing Experience event.

1. Social Intelligence starts with the
ability to LISTEN!
@Fusionmex Buzz Report
The Reference
Stapelplein 70 | 9000 Ghent | Belgium | phone: 32 (0) 9-234.05.36 | fax: 32 (0) 9-234.05.37
BTW BE 0474.475.203 RPR Gent | KBC: 417-7090271-29 – IBAN BE26 4177 0902 7129 – BIC KREDBEBB

2. Contents
1. Monitoring scope ....................................................................................................................................................................... 4
2. Before the event – people looking forward to it ......................................................................................................................... 4
3. During the event – getting in the minds of the attendees ........................................................................................................... 6
4. Fusion Marketing Experience – the next day ............................................................................................................................ 14
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3. This report gives an overview of the buzz The Reference measured before – during –and
after the Fusion Marketing Conference which took place on Wednesday March 23rd in
Brussels.
The buzz capturing & analysis was done by using Alterian SM2, a product from Alterian, a
leader in Customer Engagement Platforms and one of the business- and technology
partners from The Reference.
The Reference
Stapelplein 70, bus 201
9000 Gent
T: +32 (0)9 234 05 36
F: +32 (0)9 234 05 37
info@reference.be
www.reference.be | www.theweblog.be
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4. 1. Monitoring scope
 Topics
o Conference and speakers buzz
 Monitoring period: ± 1 week before & ±1 week after the Fusion Marketing
Conference
o 09/03/2011 – 29/03/2011
 Geographical focus
o Belgium
 Languages monitored:
o Dutch
o French
o English
2. Before the event – people looking forward to it
About 1 week before the start of Fusion Marketing Experience we can see a significant
increase in tweets covering the event. Buzz around the conference is mostly mentioned
on Twitter (± 98%), followed by News & Media portals (0,7%), Blogs (0,44%) and Forums
(0,22%).
Fusion Marketing Experience buzz is mostly coming from Twitter
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5. 350% increase!
As from 20/03 there is a remarkable increase of the buzz in Twitter with almost 350%!
The top 10 twitterers, 1 week before the Fusion Marketing Experience launch included:
The top 10 Twitterers including their number of tweets covering Fusion Marketing Experience
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6. The context of the buzz on Twitter is mainly related to people making publicity for the
event by:
 Referring to keynotes,
 Counting down the days towards the event,
 Letting their network know they will be attending the conference,
 Referring to the pre-event dinner.
3. During the event – getting in the minds of the attendees
A total of 1.505 tweets were collected during the course of the event. Obviously by
promoting the official conference hashtag #fusionmex, Twitter was by far the most used
social channel covering the buzz during the event.
28.5% of the tweets were original tweets, 71.5% contained an @user
reference, 83.7% contained hashtags and 29.7% were retweets.
The bulk of all tweets sent came from 104 unique Twitterers.
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7. Number of Tweets per User
120
Congrats @chrisgomedia with 101 tweets!
100 Congrats @Chrisgomedia with 101 tweets!
80
# Tweets
60
40
20
0
Users
The top 20 most active attendees tweeting during the conference included the following:
Users # Tweets
chrisgomedia (Chris Tompkins) 101
treypennington (Trey Pennington) 78
The Twitter Ninja’s during
ElCools (Elly Cools) 66
Kvanbeeck (Kenny Van Beeck) 56 #Fusionmex
jansoone (Ilse Jansoone) 56
mreyserhove (Muriel Reyserhove) 55
MarketCapNews (Alfred den Besten) 48
EricEVGEurope (Eric Ingrand) 44
GJ_Schoppert (Gert-Jan Schoppert) 32
iamgfc (gianfranco cuzziol) 32
MickGriffin (Mick Griffin) 31
Yoast (Joost de Valk) 30
thebrandbuilder (Olivier Blanchard) 29
maciej_ossowski (Maciej Ossowski) 27
remybergsma (Remy Bergsma) 24
Tinyilse (Ilse himschoot) 22
jkivit (John Kivit) 21
mohow (Elsie De Stoop) 20
mcbrando (mcbrando) 17
jvanrijn (Jordie van Rijn) 17
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8. What were attendees tweeting about?
Let’s have a look at what was in the minds of the attendees. The twitter stream will shed
the light! A good starting point to handle this is to look at the most frequently used
hashtags by attendees in their tweets. By mining these hashtags, we can get a first
insight into what the key messages were that attendees spread via Twitter.
Since 83.7% of all tweets contained #hastags, it shows that attendees wanted to stress
particular messages, insights they wanted to share with other attendees, etc…
Below you will find a word cloud covering most hashtags that were being used in Tweets.
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9. Quick learnings from mining the #hashtags
 The keynote from Dela Quist on email marketing caused a lot of reactions. Some
feedback from the attendees:
 Further analysis on the Tweets covering Dela Quists presentation, shows that
some people found it quite controversial:
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10.  Also Social Media & content marketing seem to be “hot topics” during the
conference. The presentation by Olivier Blanchard caused quite some reactions
and his book Social Media ROI was tweeted about a lot as well.
For those who didn’t attend #Fusionmex, we offer an overview of key “tweet-
aways” from Olivier Blanchard’s presentation:
- Four types of people need to manage socialmedia:
strategy/operations/monitoring/analysis
- Social media is not that complicate. 1-use social media to learn more
faster 2-help, be useful 3-repeat repeat
- Social media = not just a marketing channel, don't treat it as one
- 4 core social disciplines. strategy, operations, management, analysis.
- You're always one asshole away from losing your best customers
- Building a facebook fan page isn't enough. now you own it and are
responsible for the communication channel.
- Acquisition is just the beginning. Don't stop at the Likes/Follows/Clicks
- If you aren't using social media to become a better company you aren't
using it right
When it comes to content marketing, we’ve learned from Davy Chaffey that
“Having a content strategy is the number one asset any
company need to start with”
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11.  Talking about SEO, @Yoast taught us that we need to create videos
"Createvideos; you'll rank better in google and youtube
(the world's second biggest search engine)"
 Quite some people were excited about getting a bandana from Trey Pennington!
(Should we start a Bandana fanpage? )
 High temperatures were registered during the Fusion Marketing Conference ;-)
Some people really suffered from the heat.
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12.  The most remarkable quotes that were tweeted and re-tweeted by the audience
came from:
The essential elements of
storytelling always popular: You are always only
Passion+Hero+Antagonist+ one asshole away
Awareness+Transformation from losing your
best customers
Dave Chaffey
Olivier Blanchard
If you are trying to You can FAKE being
be relevant, you'll nice, but you can't
fail. Be valuable. keep it up forever
Trey Pennington
Dela Quist
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13. Which speaker was mentioned most on Twitter during the conference?
Let’s have a look at which speakers caused the most conversations on Twitter. In the
numbers below, we’ve excluded their own tweets ;-).
The top 5 mentioned speakers were:
1. Olivier Blanchard  251 mentions (@brandbuilder)
2. Joost de Valk  120 mentions (@yoast)
3. Trey Pennington  107 mentions (@treypennington)
4. Dela Quist  106 mentions (@delaquist)
5. Dave Chaffey  102 mentions (@davechaffey)
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14. 4. Fusion Marketing Experience – the next day
Reviews and next day coverage are coming in not only from Twitter but blogs are
becoming more active as well.
Some next days blog & forum reviews / coverage:
 http://bvlg.blogspot.com/2011/03/fusionmex-richard-sedley-exploring.html
 http://alsagora.blogspot.com/2011/03/slide-social-media-roi-business.html
 http://buzz-mouth.blogspot.com/2011/03/quick-brussels-fusion-marketing-
summit.html
 http://www.socialmarketingforum.net/2011/03/fusion-marketing-experince-
wrap-report/
The top twitterers covering “next day” buzz:
User # Tweets
chrisgomedia (Chris Tompkins) 45
Fusionmex 24
Hugeheadca (Jim Ducharme) 15
Smarketingforum 12
Theemailguide (The Email Guide) 10
Marketingtwitz (Renilde De Wit) 9
Searchcowboys (Searchcowboys) 6
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15. Chris Tompkins also created a newspaper on Paper.li “Fusion Thought Leaders Today”, have a look!
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