1. Evenbase Announcement in Social Media
January 2012
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2. Contents
1 Executive Summary Pg 3
2 Evenbase Trend in Conversation Pg 4
5 Top Four Media Sources Pg 5
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3. Executive Summary
Who are the main influencers spreading the message around the launch of Evenbase?
• The initial Recruiter article (with subsequent tweet from RecruiterMag) started the conversation and resulted in the most mentions
providing the initial buzz. However, potential reach was limited due to the low number of retweets.
• Bill Boorman’s blog (with subsequent tweet) quickly followed the Recruiter posting amplifying the reach via retweets, however the
posting/retweeting lacked sustainability and mentions began to decline after.
• Felix Wetzel was the key influencer. His blog and subsequent tweet re-energised the conversation on the 24th January. His
“Yesterday's announcement: Becoming Evenbase” tweet the following day kept the conversation alive.
• Marc Drees article (25th January) in Recruitment Matters (Dutch language article) and subsequent tweets from Marc and
RecruitMatters spread the conversation to the Netherlands.
Which channels had the biggest impact?
• The combination of an article/blog quickly followed by a tweet was effective for spreading the conversation.
• Twitter was by far the best channel for spreading the message, being he most dominant location of mentions (90%).
If we were to do further announcements, who should we feed the information to?
• Felix Wetzel and Bill Boorman provided the greatest reach. Getting a follow-up tweet from Bill Boorman on the 25th January
would have added additional momentum and should be considered for future announcements.
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4. Evenbase Trend in Conversation
Tracking timeline posts history (Data range: Jan 24 to Feb 5; 168 posts)
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Mainly Congrats and Thanks Evenbase
60 puns
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0
24 January 25 January 26 January 27 January 28 January 29 January 30 January 31 January 01 02 03 04 05
2012 2012 2012 2012 2012 2012 2012 2012 February February February February February
2012 2012 2012 2012 2012
Checkin’s, photo & video, and #evenbase puns
13:50pm 14:00pm 14:15pm 14:30pm 14:45pm 15:30pm 16:30pm 17:00pm 20:00pm 00:00am 11:00am 12:00pm 15:00pm 18:00pm
24 January 2012 25 January 2012
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5. Top Four Media Sources - Media Exposure Timeline (Jan 24 to Jan 25)
Hourly mentions: Top 4 media sources
Felix Wetzel blog Recruiter recruitmentmatters.nl WordPress Blog
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January 24th January 25th
1. Recruiter 3. Bill Boorman’s WordPress blog
• Good initial buzz, limited retweeting • Short life span, second most retweets
• Potential Reach*: ~75,000 • Potential Reach*: ~125,500
2. Felix Wetzel Blog 4. Recruitmentmatters.nl article by Marc Drees
• Longevity prolonged by Jan 25th tweet by Felix • Dutch language exposure
referencing “Yesterday’s news”. • Potential Reach*: ~11,000
• Most retweets (orginal and follow-up tweet)
• Potential Reach*: ~121,000
*Potential reach was calculated as the total number of unique followers of tweets or retweets per media source
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