C2MTL 2014: Who’s performing the best on social media?

Published by Engagement Labs on July 31, 2014

About the Conference

The C2MTL conference is taking place this week in Montreal, Canada. The event was conceptualized by Jean-François Bouchard, President of the Montreal advertising and marketing agency, Sid Lee.  Its objective is to celebrate creativity and innovation in commerce in a manner that is “somewhere between genius and insanity”. The end result: a conference that can best be described as a cross between Woodstock and Ted.  Since its inception three years ago, it has become one of the city’s biggest annual attractions. Executives and entrepreneurs from around the world travel to see famous speakers, such as this year’s keynote, Hollywood director James Cameron, or Nobel Prize winning economist, Muhammad Yunus. The event also includes hands-on interactive exhibits, workshops, bike tours, concerts, and more – definitely not your typical business conference.

The Sponsors

Major conferences like this offer the option for major companies to sponsor the event and have their name all over it. Montreal’s own creative circus sensation, Cirque de Soleil, is a “founding partner”. The other major sponsors are rounded out by Microsoft as a “Leadership partner” and Fast Company being the “Content and Media partner”.  They all make a lot of sense from a strategic angle, considering that they’ve each built a reputation for being committed to creativity and innovation (the pillars of C2MTL) in their respective fields. The question is, does it pay for these companies to sponsor the event?

What we observed on #elisten?

Over the past week, We monitored the social conversation surrounding C2MTL to understand the key points of discussion, whether it be the sponsors, activities, or speakers. Using keywords related to the conference, we found 3,740 relevant brand mentions and quotes. As you can see from the results above, the three main sponsor partners were all deeply engrained in the social conversation, which included key terms such as “great brand”, “creativity”, “love”.   It helps that the overall sentiment of the event was very positive (42% positive, only 6% negative). Up to this point, the sponsoring of C2MTL seems like it was a great investment for these companies.  Here are some examples of the positive engagements:


The speakers

People travel from far and wide to attend the C2MTL conference, and they pay top dollar to do it. The opportunity to see some of the most fascinating influencers in the business world costs $3,600 Canadian. Here is a little breakdown of who’s on the docket this year. Of the countless number of speakers who will be attending, we chose a few notable ones to discuss.

James Cameron: legendary filmmaker, deep-sea explorer and director of countless Hollywood blockbusters, such as Titanic, Avatar, Terminator and Aliens.

Professor Muhammad Yunus: social entrepreneur, banker, economist and civil society leader who was awarded the Nobel Peace Prize.

Tony Hseih : founder of LinkExchange, CEO of e-commerce powerhouse Zappos, and New York Times bestselling author of “Delivering Happiness”.

Cindy Gallop:  advertising mogul, founder and former chair of the US branch of advertising firm Bartle Bogle Hegarty, and founder of the IfWeRanTheWorld and MakeLoveNotPorn companies. She’s also famous for her Ted Talk in 2009.

George Stroumboulopoulos: Canadian television and radio personality who is best known as the host of the CBC Television talk show George Stroumboulopoulos Tonight.

LP Maurice: Co-founder and CEO of Busbud and well-known local startup personality.

All of these C2MTL speakers are influencers in their respective fields and are world renowned in their own right. What do they all have in common? They all successfully use social media as an avenue to promote themselves or their message, and to engage with their followers in some shape or form. However, some of them are doing it better than others. Using our evalue analytics platform , we’ve been able to rank the above speakers based on their respective unique evalue scores. We chose to analyze Twitter because it has long been recognized as the dominant platform that influencers engage on.

Below, is a more in depth summary of the results: Our #evalue social media performance measurement tool evaluates three important metrics: engagement, impact and responsiveness. Based on those metrics, Cindy Gallop comes out on top.

With fewer followers than most of the other influencers, her success can be attributed to her high level of engagement.

After all, the key stat here is that on a per fan basis, she’s producing over and above the highest engagement rates (admin tweets, replies, retweets, favorites). At the other end of the spectrum, we have Tony Hsieh. With almost 3 million followers, his reach pales in comparison at 48K. He hasn’t tweeted in the past week at all. And in the past, when he does, he rarely responds or engages with his followers. Obviously, different people will use different networks for specific purposes. Hsieh has used twitter as more of a platform to simply broadcast his company’s content. Local entrepreneur LP Maurice’s evalue score is also high. This is due to his HUGE rate of mentions per 1000 followers. This is usually a sign that as an influencer he has done a great job of connecting to his follower base.

C2MTL seems like it’s already off to a great start this year! Check out their website for more information on the conference, or click here to register for some of the remaining events. For more information on our metrics and to check out your own #evalue score, click here.

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About eValue™:

The eValue™ score measures the effectiveness of a brand’s overall social media performance on Facebook, Twitter, YouTube and Instagram and provides a score from 0 – 100. It’s the aggregate of the three subscores including Engagement, Impact, and Responsiveness that work together to create one top-level KPI. Our subscores are calculated by using hundreds of sub metrics which are then benchmarked against a hand-picked database of 75,000 verified brand accounts on each channel.

Engagement: Measures the level of interaction generated by your content and how well your community reacts to it.

Impact: Measures how many unique users have potentially been exposed to a piece of content posted by the channel’s admin through organic, viral and paid reach.

Responsiveness: Measures the rate, speed and quality of your responses to fans.