Check out my latest article featuring a comprehensive report on social media communication during IBTM World in Barcelona. Utilizing the powerful Brand24 tool, the report delves into the #ibtmworld hashtag (the official hashtag of the event) from October 28th, 2023, to December 9th, 2023.
Intro
Please note that the report includes monitoring of Facebook, Instagram, Twitter, TikTok, Youtube, podcasts, and websites. Unexpectedly, Instagram emerged victorious over Twitter in social media mentions for the first time at IBTM in Barcelona, with almost three times more content generated and published. Furthermore, the report documented nearly 40 TikToks, marking the highest number to date and indicating a significant upward trend.
The infographic provides a snapshot, but for more detailed data, simply email me at jaroslaw.marciuk@gmail.com, and I’ll gladly share the full PDF and Excel report.
I also encourage you to read the article The power of Social Listening in the meetings industry.
#IBTMworld summary
We’ve collected 1720 mentions in your IBTM World Trade Show in Barcelona in 2023. Most of the mentions come from social media, specifically Instagram. Most of the mentions are neutral, but we’re happy to announce from ones with the sentiment detected, most of them are positive! However, you should take a look at the News, as this is the most negative source. There is a strong presence of admiration and emotion detected among your mentions, specifically on Instagram.
Generated reach is generally neutral, but positive reach is 78,60 times higher than negative one. What comes with no surprise, dominant neutral mentions generate also neutral reach. While the News category has a superior impact on reach, Blogs is the most reach-efficient one. However, the most impactful category in terms of AVE is Blogs.
Discussion among IBTM was divided into several topics, the most notable ones were about IBTM Barcelona Networking, Event Industry Insights and MICE Tourism Events. The most positive topic was about the IBTM Barcelona Trip, while the most negative one was about IBTM Barcelona Networking.
IBTM World in numbers
Let`s dive into the details. IBTM World in numbers:
- 1 712 Mentions
- 1 407 Social media mentions
- 305 Non-social Mentions
- 944 908 Estimated Social Media Reach
- 1 258 821Non Social Reach
- 14 800 Social media interactions
- 1 419 User-Generated Content
- 14 064 Social media likes
- 54 Videos incl. Tiktok
- 700 (99.4%) Positive mentions
- 4 (0.6%) Negative mentions
- $ 168.88k AVE
What does AVE mean? AVE, or advertising value equivalency, is a PR metric assessing the worth of media coverage in a PR campaign. AVE evaluates the coverage extent, and its placement, and estimates the cost if the space were used for similar advertising. Impact of News on AVE – The total Ad Value Equivalent (AVE) is 169K, but, interestingly, over 48% of that value is generated by News, with mostly neutral sentiment.
Social media mentions and reach
Most of the mentions come from social media, specifically Instagram.
- Twitter 333
- Instagram 859
- Facebook 137
- TikTok 38
- Videos 16
- News 170
- Podcasts 0
- Forums 12
- Blogs 24
- Web 123
Admiration dominates Instagram. Emotions were detected in 35% of mentions, admiration is the most significant.
IBTM World was overwhelmingly positive. It seems that there are over 175,2 times more positive than negative mentions (41% vs. 0%). Keep it going! The most common sentiment is neutral (58%).
Reach dominance of News. It seems that over 52% of the total reach is generated by News (mostly neutral). Blogs are the most reach efficient. The highest reach efficiency (average reach generated by one mention is in: Blogs (7.4K reach/mention), News (5.2K reach/mention), and Forums (5.2K reach/mention). The average in this project is 1K.
Strategic Fusion: How E-Marketing Enhances Trade Show Impact
20 of the most active public profiles
The compilation showcases the top 20 highly engaged public profiles. It includes social media handles (predominantly Twitter), followed by their respective follower counts and the total number of mentions.
| Profile Name | Site | Mentions | Followers | Voice Share | Influence |
|---|---|---|---|---|---|
| IBTMevents | Twitter X | 40 | 17,328 | 8.771 | 82,877 |
| JaroslawMarciuk | Twitter X | 14 | 3,648 | 2.928 | 27,664 |
| PolandCvB | Twitter X | 12 | 419 | 1.277 | 12,064 |
| puntomice | Twitter X | 9 | 4,261 | 0.567 | 5,356 |
| liberty_itg | Twitter X | 9 | 482 | 1.926 | 18,200 |
| PolandConventionBureauPot | 8 | 1,612 | 0.136 | 1,287 | |
| CM_World | Twitter X | 7 | 6,812 | 0.737 | 6,961 |
| mg_tiktok30 | TikTok | 6 | 84 | 0.046 | 433 |
| Conferência Jovem IBTM | Youtube | 6 | N/A | 0.006 | 60 |
| IBTM Events | Youtube | 6 | 777 | 0.048 | 451 |
| Shocklogic | Twitter X | 6 | 2,130 | 0.985 | 9,312 |
| Barcelona_BCB | Twitter X | 6 | 789 | 0.461 | 4,358 |
| theboardroommag | Twitter X | 5 | 1,477 | 0.667 | 6,300 |
| MeetinNews | Twitter X | 5 | 1,525 | 0.138 | 1,308 |
| valy_valentina_0725 | TikTok | 4 | 3,772 | 1.275 | 12,050 |
| themiceblog | TikTok | 4 | 262 | 0.175 | 1,654 |
| ns_logistics | TikTok | 4 | 354 | 0.127 | 1,200 |
| Travel2latam_en | Twitter X | 4 | 15 | 0.000 | 4 |
| SloMeetings | Twitter X | 4 | 1,706 | 0.072 | 680 |
| SA_NCB | Twitter X | 4 | 7,352 | 0.311 | 2,940 |
20 the most influential public profiles
| Profile name | Site | Influence | Influencer Score | Mentions | Followers | Voice Share |
|---|---|---|---|---|---|---|
| IBTMevents | Twitter X | 82,877 | 8/10 | 40 | 17,328 | 8.771 |
| BoletinViajes | Twitter X | 50,940 | 10/10 | 2 | 1,273,420 | 5.391 |
| JaroslawMarciuk | Twitter X | 27,664 | 7/10 | 14 | 3,648 | 2.928 |
| liberty_itg | Twitter X | 18,200 | 4/10 | 9 | 482 | 1.926 |
| Fira_Barcelona | Twitter X | 14,700 | 8/10 | 3 | 29,297 | 1.556 |
| tojulius | Twitter X | 12,594 | 8/10 | 3 | 19,973 | 1.333 |
| PolandCvB | Twitter X | 12,064 | 4/10 | 12 | 419 | 1.277 |
| valy_valentina_0725 | TikTok | 12,050 | 7/10 | 4 | 3,772 | 1.275 |
| Shocklogic | Twitter X | 9,312 | 7/10 | 6 | 2,130 | 0.985 |
| FinlandFCB | Twitter X | 9,100 | 6/10 | 3 | 1,038 | 0.963 |
| barcelohoteles | Twitter X | 8,739 | 10/10 | 1 | 174,795 | 0.925 |
| TheBizofEvents | Twitter X | 7,700 | 5/10 | 3 | 590 | 0.815 |
| SATravelTrade | Twitter X | 7,413 | 8/10 | 2 | 41,191 | 0.784 |
| MeetInWales | Twitter X | 7,402 | 6/10 | 4 | 1,342 | 0.783 |
| ness_neslihan | TikTok | 7,300 | 4/10 | 2 | 370 | 0.773 |
| themiceblog | Twitter X | 7,000 | 7/10 | 2 | 8,351 | 0.741 |
| OvationDMC | Twitter X | 7,000 | 7/10 | 3 | 2,932 | 0.741 |
| MeetLiverpool | Twitter X | 7,000 | 7/10 | 1 | 3,088 | 0.741 |
| Graupix | Twitter X | 7,000 | 8/10 | 2 | 10,343 | 0.741 |
| CM_World | Twitter X | 6,961 | 7/10 | 7 | 6,812 | 0.737 |
Trending hashtags at IBTM World
The prevalent hashtags observed on social media, include the official hashtag #ibtmworld. Which hashtags were commonly used by social media users?
| Hashtag | Mentions |
|---|---|
| #ibtmworld | 1178 |
| #mice | 405 |
| #eventprofs | 396 |
| #ibtm | 378 |
| #barcelona | 294 |
| #culturecreators | 249 |
| #events | 142 |
| #ibtmbarcelona | 123 |
| #ibtm2023 | 116 |
| #ibtmworld2023 | 89 |
| #dmc | 80 |
| #travel | 78 |
| #incentives | 72 |
| #meetings | 61 |
| #event | 52 |
| #incentivetravel | 51 |
| #tourism | 47 |
| #spain | 47 |
| #eventplanner | 47 |
| #ibtm23 | 44 |
| #culturecreates | 40 |
| #miceindustry | 39 |
| #eventmanagement | 38 |
| #networking | 35 |
| #eventos | 34 |
| #tradeshow | 31 |
| #incentive | 29 |
| #firabarcelona | 28 |
| #marketing | 27 |
| #polandcvb | 27 |
Most active countries
| Rank | Country | Mentions | Reach |
|---|---|---|---|
| 1 | Spain | 70 | 52,737 |
| 2 | United Kingdom | 61 | 58,679 |
| 3 | United States | 54 | 6,485 |
| 4 | Poland | 32 | 11,666 |
| 5 | Australia | 19 | 3,500 |
| 6 | Portugal | 14 | 3,469 |
| 7 | Italy | 14 | 250 |
| 8 | Germany | 14 | 10,104 |
| 9 | Netherlands | 10 | 11,269 |
| 10 | Malaysia | 8 | 1,523 |
| 11 | Belgium | 8 | 12,860 |
| 12 | South Africa | 7 | 10,386 |
| 13 | India | 6 | 1,774 |
| 14 | Indonesia | 6 | 73,699 |
| 15 | Mexico | 5 | 1,001 |
| 16 | Romania | 4 | 12,050 |
| 17 | Ireland | 4 | 8,851 |
| 18 | Canada | 4 | 7,684 |
| 19 | United Arab Emirates | 4 | 1,710 |
| 20 | Turkey | 2 | 2,119 |
The prevalent emojis employed on social media during IBTM World – which specific emojis were predominantly utilized in the posts?
