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Social Media Buzz Report

The Pope Resigns
12 February 2013 / Stephanie Wörmann, @mestephie   picture: http://www.flickr.com/photos/catholicism/
Executive Summary


/ Within minutes of the pope‘s announcement that he will step down the news
  spread all over the internet.

/ In only two days over 3.2 million mentions could be tracked in social media.
  As a comparison: The average buzz about the pope in the last six months was
  a mere 36,500 mentions per day.

/ Twitter is the main driver of buzz, with an average of 63,644 tweets per hour.

/ Topics:
  Even though the succession is a topic, no names of potential successors
   stand out from the buzz.
  A majority of the buzz are jokes. Especially the Twittersphere is flooded with
   amusing theories on why the pope is resigning.



                                                               © 2013 Goldbach Interactive   2
Background to this Buzz Report


      / Tool
       - This report was researched in news, forums, blogs and Twitter using the social
         media monitoring tool Sysomos Map.


      / Time frame
       - The analysis looks at 2 days:11. – 12. February 2012



      / Country restrictions
       - Wordwide search



      / Keywords
       - Queries were set up in in 20 languages with keywords relevant to the pope’s
         resignation announcement




                                                                       © 2013 Goldbach Interactive   3
Social Media Activity - Buzz Overview
3.2 million mentions in 2 days


 Overall Mentions: 3.2 million                          Social Media Activity over Time
                                                        Buzz about the pope since 1 January 2013




 Country Distribution             Canada                Word Cloud
                  Brazil (3.8%)   (3.0%)
                                      China (3.4%)
                                      France (3.3%)
  USA (30.6%)
                                       Germany
                                        (7.4%)

                                         Italy (7.1%)


 UK (6.8%)                              Mexico (2.3%)
 Spain (4.8%)
                                  other (27.5%)



                                                                                       © 2013 Goldbach Interactive   4
Twitter Analysis
Twitter as the main driver of buzz


 Tweets                              Demography




                                                  © 2013 Goldbach Interactive   5
The Pope & Twitter
Worldwide trends


 Buzz Graph                                                 Top Hashtags
 Top keywords used in Tweets in association to each other   Top 10 hashtags used in Tweets




                                                                                             © 2013 Goldbach Interactive   6
Top Retweets
Examples of popular tweets


                        Retweeted: 6565            Retweeted: 8984




                       Retweeted: 6220             Retweeted: 834




                        Retweeted: 1257            Retweeted: 5183




                                          © 2013 Goldbach Interactive   7
© 2013 Goldbach Interactive       8
picture: https://www.facebook.com/benjaminpaginaoficial
GOLDBACH INTERACTIVE (SWITZERLAND) AG   Stephanie Wörmann
Mattenstrasse 90, 2503 Biel/Bienne      Consultant Social Media
Seestrasse 39, 8700 Küsnacht            Phone: +41 32 366 01 73

www.goldbachinteractive.ch              stephanie.woermann@goldbachinteractive.ch

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Buzz report pope

  • 1. Social Media Buzz Report The Pope Resigns 12 February 2013 / Stephanie Wörmann, @mestephie picture: http://www.flickr.com/photos/catholicism/
  • 2. Executive Summary / Within minutes of the pope‘s announcement that he will step down the news spread all over the internet. / In only two days over 3.2 million mentions could be tracked in social media. As a comparison: The average buzz about the pope in the last six months was a mere 36,500 mentions per day. / Twitter is the main driver of buzz, with an average of 63,644 tweets per hour. / Topics:  Even though the succession is a topic, no names of potential successors stand out from the buzz.  A majority of the buzz are jokes. Especially the Twittersphere is flooded with amusing theories on why the pope is resigning. © 2013 Goldbach Interactive 2
  • 3. Background to this Buzz Report / Tool - This report was researched in news, forums, blogs and Twitter using the social media monitoring tool Sysomos Map. / Time frame - The analysis looks at 2 days:11. – 12. February 2012 / Country restrictions - Wordwide search / Keywords - Queries were set up in in 20 languages with keywords relevant to the pope’s resignation announcement © 2013 Goldbach Interactive 3
  • 4. Social Media Activity - Buzz Overview 3.2 million mentions in 2 days Overall Mentions: 3.2 million Social Media Activity over Time Buzz about the pope since 1 January 2013 Country Distribution Canada Word Cloud Brazil (3.8%) (3.0%) China (3.4%) France (3.3%) USA (30.6%) Germany (7.4%) Italy (7.1%) UK (6.8%) Mexico (2.3%) Spain (4.8%) other (27.5%) © 2013 Goldbach Interactive 4
  • 5. Twitter Analysis Twitter as the main driver of buzz Tweets Demography © 2013 Goldbach Interactive 5
  • 6. The Pope & Twitter Worldwide trends Buzz Graph Top Hashtags Top keywords used in Tweets in association to each other Top 10 hashtags used in Tweets © 2013 Goldbach Interactive 6
  • 7. Top Retweets Examples of popular tweets Retweeted: 6565 Retweeted: 8984 Retweeted: 6220 Retweeted: 834 Retweeted: 1257 Retweeted: 5183 © 2013 Goldbach Interactive 7
  • 8. © 2013 Goldbach Interactive 8 picture: https://www.facebook.com/benjaminpaginaoficial
  • 9. GOLDBACH INTERACTIVE (SWITZERLAND) AG Stephanie Wörmann Mattenstrasse 90, 2503 Biel/Bienne Consultant Social Media Seestrasse 39, 8700 Küsnacht Phone: +41 32 366 01 73 www.goldbachinteractive.ch stephanie.woermann@goldbachinteractive.ch