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An analysis of online buzz from the Napa Valley TweetUp #NVTweetUp

by TrevR on March 16, 2010

Last Friday, March 12th saw a Napa Valley Tweet-up take place here in the valley. The event was sponsored by Robert Mondavi Winery and provided the opportunity for networking, conversation and of course wine.

Since we were unable to attend due to the fact that our new little one arrived just days before the event, we decided our contribution would be a quick analysis.

For the purposes of this exercise, we analyzed three separate hashtags that were used during the Napa Valley Tweet-up, including: #NVTweetup, #NapaValleyTweetUp and #NVT10. All data presented here is based on the date range of March 1st – March 14th, 2010 and was compiled using Sysomos MAP.

All told the #NVTweetUp event saw participants send approximately 1,200 tweets, which translated to an estimated 1.4 million impressions.

Twitter buzz around the Napa Valley Tweet-up peaked on March 12, 2010, the day the Tweet-up took place here in the valley

Similar to our previous event analyses, the vast majority (45%) of Tweets issued around the Napa Valley Tweet-Up were considered “regular” Tweets, while 34% were Re-Tweets and 21% were @replies.

The solid percentage of Re-Tweets leads us to the conclusion that a small sub-set of attendees were generating a majority of the content, which was then being Re-Tweeted by others.

A breakdown of the types of Tweets sent using any of the three hashtags #NVTweetUp #NapaValleyTweetUp #NVT10

In terms of key words that were being Tweeted, it’s no surprise to see “Mondavi” “winery” and “napa” at the core and used often in conjunction with one another (noted by the thicker grey lines). Based on the image below we can also conclude that the event had an overall positive vibe, as terms such as “fabulous” “nice” “love” “wonderful” “good” and “great” appeared quite often.

A view of the most commonly used terms by those that Tweeted using #NVTweetUp #NapaValleyTweetUp or #NVT10

We also decided to look at which of the attendees drove the conversation–the image below highlights the Top 10 Twitter users from the event. @GabrielCarrejo drove 28% of the conversation, followed by @pmabray (16%), @sharayray (8%), @winesoiree (7.5%), @hellovino (7%), @markdevere (7%), @sunshinemug (6.8%), @nicolalilylou (6.8%), @wineinkbytia (6%) and @danicasattui (5.8%) rounding out the Top 10.

A breakdown of the Top 10 Twitter Users to send Tweets using #NVTweetUp, #NapaValleyTweetUp or #NVT10

[techtags: Napa, Napa Valley, wine, winery, Napa Valley Tweet Up, NVTweetUp, #NVTweetUp, Napa Twitter, Napa Valley Twitter]

About the Author

has written 716 posts on The Cork Board. He was born and aged in the Napa Valley and has a passion for wine, writing and social media, which led him to co-found this blog in early 2007. Follow him on Twitter @TrevR.

  • http://www.twofiveplus.com/ Shana Ray

    Wow. I came in #3 and I didn't even attend the conference… This means I either tweet too much, or others don't tweet enough! ;)

  • pmabray

    Thanks for the great analysis and you were missed at the event. Look forward to sharing a glass of wine together soon!

    More importantly, congrats on your new addition!

  • sunshinemug

    Great analysis. Really good see this kind of thing broken down after an event–so often this is left undone. As one of the top tweeters at the event I can say that part of what enlivened it for me was the integration with Foursquare. This wasn't overly advertised (maybe next time) but if you were an insider you knew to check in at each table at the party at Robert Mondavi, for example. As you said, there was a certain amount of “follow the leader,” with Gabriel and a small handful of us experienced tweeters kind of setting the stage. I'd be interested to know how the wineries, companies and other participants take the momentum of this event and run with it.

  • http://richreader.blogspot.com/ Rich Reader

    I'd like to know how impressions are scored. Does it mean that the persons being impressed have actually viewed the tweet? If so, what's the measurement technique that triggers that metric's taking place?

  • TrevR

    Rich–the impressions metric comes from the measurement tool we used (Sysomos) for this analysis.

    Here's how they define it: The reach (aka impressions) is calculated as the total number of times the matching tweet reached a user. This is the sum of number of followers for each unique poster of the tweet.

    Hope that helps clarify.

    Cheers,
    TrevR

  • nicolemarino

    Wow these stats are astonishing! Proud to be apart of the Napa Valley Tweeters. For anyone that couldn't attend. There are pics from the event on the #Napavalleytweetup Facebook page as well. Thanks to the team that put this together what a great event and great cause. Thanks!!!

    @nicolalilylou and @Vsattui1885

  • http://richreader.blogspot.com/ Rich Reader

    from “the total number of times the matching tweet reached a user” one could infer that the tweet was somewhere on the page viewed, but it's no guarantee that they read that particular tweet (out of many on a page), much less that they formed some sort of connection with the information contained. If we were trying to show reach by this measure, most web analysts (like myself), would not stake our reputations on representing this measure to decision makers as a highly significant indicator of a user's thinking or feeling having been affected.

    We should understand and agree upon the boundaries of just how we should be driven by this metric in decision-making. I'd be a little more comfortable if we had measures of time-on-page or embedded links followed (not that all tweets have such, but where they do, it would make a difference).

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