A Statistical Look At The Impact Of #INBOUND15
It’s been 10 days since the close of HubSpot’s INBOUND conference. And as I browse through Nectafy’s Twitter feed, I see that there are still quite a few people talking about it—and using the event’s designated hashtag, #INBOUND15.
That got me thinking.
How much impact does a hashtag have on a marketing event such as INBOUND? Thousands upon thousands of people have been using #INBOUND15, so is there anything valuable we could take away from breaking down the hashtag’s data?
Since there are several hashtag tracking and monitoring tools out there, I decided to see what information I could find—from who’s using #INBOUND15, to how they’re using it, to why. Here’s a “scientific look” at what I found.
To get my information, I turned to a few different hashtag tracking tools. (If you’ve never heard of a hashtag or a hashtag tracking tool before, check out this article for an explanation.) The three tools I got the most information from were Tweet Binder, Brand24, and FollowtheHashtag.
Looking at data from the beginning of September to Sep. 16 (the day this article was written), the first thing I discovered was:
- There were over 90,000 uses of #INBOUND15 on Twitter.
- Less than 6% of those 90K were used the week before the conference.
- Less than 1% were used the week after.
That means 93% of the activity around the hashtag happened during the event (which isn’t all that surprising).
There were 14,000 attendees at INBOUND, so if you take those 90K tweets and divide them by the number of attendees, that would mean each person at the conference tweeted 6.42 times. However, not everyone at the event used the hashtag.
I was only able to find an approximate number, but it was estimated that 10,000 different people used #INBOUND15. That means that each person who used the hashtag did so 9 times, and that 71% of conference attendees used the hashtag.
Who Was Tweeting?
The image above shows the people or accounts that were “most active” with #INBOUND15—users who sent the most tweets using the hashtag (including retweets). It also shows who retweeted the hashtag most and who wrote the most original tweets.
The next image shows who the most popular Twitterers were based on their number of followers. (Comedian Amy Schumer is unsurprisingly number one.)
It seems a little strange that Dunkin’ Donuts and Airbnb are on the “Most popular” list, right? Well, Dunkin’ Donuts was a sponsor—it hosted a big lounge and provided coffee all week. And after a quick Twitter search, it looks like a ton of conference attendees used Airbnb to find places to stay in Boston.
This image also shows the Twitterers who had the highest impact—users who generated the most impact based on the number of times they tweeted multiplied by their number of followers. What you can take away from this is that authority is more important than activity—people make a bigger impact by their reputation and following than by their cleverness or sheer number of tweets.
Finally, you can see who shared the most photos. @InboundIdeas shared 41, which gave them the number one spot.
The most mentioned users throughout the period were HubSpot, Chelsea Clinton, and Daniel Pink. This shows that @HubSpot is more authoritative than @INBOUND (the conference account) on Twitter.
The most retweeted users include most of the same accounts—HubSpot, INBOUND, and Chelsea Clinton—Amy Schumer falls at number four. This chart gives us more proof that HubSpot’s Twitter account is more socially influential than the conference handle.
Here you can see a breakdown of the tweets based on gender.
The average person who tweeted using #INBOUND15 had 3,961 followers—which means that if every one of those followers saw one tweet from the contributor, over 40 million impressions were made.
What Were They Tweeting About?
Of the tweets shared using #INBOUND15:
- 33% included links and/or photos.
- 21% were original, text-only tweets.
- 46% of uses were retweets and replies.
Below, you can see a list of the most popular words that appeared within tweets that included the hashtag.
According to Brand24:
- 85.5% of the tweets had a positive sentiment.
- 14.5% had a negative one.
Our hunch (after being at the conference), is that those tweets with a negative connotation could be around not being able to get into a number of popular sessions. (What do you think?)
Here are some of our biggest takeaways:
- The total potential impact of #INBOUND15 (aka, the number of times someone could have seen the hashtag) is over 200 million.
- The total potential reach (the number of unique users that could have seen the hashtag) is over 40 million.
- An estimated 73% of conference attendees used the hashtag on Twitter, while 27% did not.
- While having a Twitter account for their inbound conference is impactful, it’s still not as impactful as HubSpot’s own Twitter account.