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Did #da12social cause twitter to crash yesterday?
Did #da12social cause twitter to crash? Well from what was an absolutely massive collaboration of over 200 social media power networkers and supporters from Xeeme, Empire Avenue, The Social Media Academy, and the general social media community it was about the only thing that could possibly happen to slow us from achieving our goal to trend on twitter…
But before we continue lets take account of why we were there in the first place. The #da12social teams project leader Axel Schultze was invited as a key note speaker at the EU Digital Agenda Assembly in Brussels to present on some of the exciting work we have been doing.
This marked an important milestone not only for us but all of the people that have been so immensely supportive of the project and the goals we have been working so tirelessly on. A project that only a few weeks before started with a team of 30 people and was culminated into an extended group of over 250 contributors and over 1000 pages of research to be summed up and presented to the EU Digital Agenda Assembly in less then 15 minutes, and what a job Axel did..
While Axel and our other prestigious colleagues took to the stage at the Digital Agenda Assembly we decided to mark this occasion and to further create awareness of the project by setting a task to make our #da12social hash-tag trend on twitter for the first time on the day (21st June 2012).
To make our hash-tag trend on twitter would mean a tremendous statement to what we are trying to build, but before that would even be possible we would need to raise a massive amount of continued support from the social media community. In what I can only describe as social media in its purest form and the true spirit of community, a call to action was announced by Berrie our “Buzz Master” General and a mass of over 200 supporters rose to the challenge, and ready to answer his call.
In what early on looked like an invading army organising strategic strikes into Facebook, Empire Avenue and Twitter, the engagement spread like wildfire and gave us an early victory in Germany, with them being the first country to trend the #da12social hash-tag on twitter in the first few hours of the morning!
Shortly after, with some confusion about twitters new custom trend options/ settings, led us to a brief celebration with various reports coming in that we had reached our goal!..
“#da12social was trending in Europe!”
Quick to realise this was a mistake and in what was one of my personal highlights of the day, Michael Q Todd a resident ‘power networker’ champion re-rallied the troops and launched massive engagements from over 55 Twitter accounts!
With tweets coming in from all over the Europe, and a verity of great debates happening regarding business, politics, and social media, a change from the content driving of information into true social media engagement emerged, ‘The conversation became our content’, and new friendships, connections, and supporters formed.
Mid way into the day and figures started coming in.. 5 million impressions.. 7 million impressions.. word of support coming in from outside Europe, The US, Australia, Singapore…
The growing support only measured by the growing excitement in all of us. A streak of euphoria struck when we realised we where close to the 10 million impression mark, a feat many business don’t reach from weeks of campaigning and engagement and we where so close in only just a few hours of complete engagement.
The figures kept coming in and growing, 12 million 13 million, success at the end of the day appeared all but guaranteed! At about 5pm UK time we reached 16+ million impressions on twitter and shortly after…
The only thing that could possibly halt our un-ending commitment to this engagement happened, of all the unlikely (or for those of you that use twitter often “quite likely”) things to happen… TWITTER CRASHED!
Without this dampening our spirits the day seemed to come to an end with light hearted fun and jokes, and conversations of support and kindness with many new friends.
So did we cause twitter to crash??
Probably not, but if there ever was a motivated team of individuals or community to do it, this was it! We ultimately did not reach our goal of trending on twitter throughout all of Europe, however we did trend in several European countries which is still a massive accomplishment. Many other great successes were also accomplished..
“Undoubtedly this was the largest international collaboration on a social media engagement in history, to-date”
Perhaps even more meaningful..
This brought together support from many countries, cultures, and walks of life to support Europe’s development of social media and creation of jobs, equally as important it showed the true productive and harmonious way we (from all over the world) can work together.
This leaves me with a final romantic thought… “are we in social media in effect, one community, one online social nation?”
I would like to add an extremely special thanks to all the #da12social team, and everyone who helped us on this day, without your contribution today would not have been in any way a success. You are all rock stars! Thank you.
426.9m Europeans online across 28 markets
from Belgium to Bulgaria, UK to Ukraine
Europeans are more connected than ever before
IAB Europe publishes the first results from 8th wave of Mediascope Europe, its flagship media consumption study totalling over 50,000 consumer interviews
The Interactive Advertising Bureau Europe (IAB Europe) is pleased to announce the latest findings from Mediascope Europe, the industry standard European media consumption study first launched in 2003 – measuring evolving media consumption patterns across online, radio, TV, newspapers and magazines. The study also covers internet use across four devices for the first time – computer, mobile, tablets and games consoles.
Key European findings revealed at IAB Europe’s Interact conference:
- 426.9m Europeans use the internet (65%), spending 14.8 hours online each week
- One third (37%) of Europeans access the internet using more than one device
- Traditional media activities are rapidly moving online with more than 9 in 10 European internet users visiting news websites
- Europeans are using the web and watching TV simultaneously to complement their viewing experience
- The internet has become an essential way for brands to engage with consumers with 4 in 10 European internet users agreeing that the way a brand communicates online is important
- 96% of European internet users research online for purchases and 87% shop online
Conducted using a combination of online, telephone and face-to-face methodologies totalling over 50,000 interviews across 28 markets Mediascope Europe now ranks as one of the leading sources of data on European consumer use of media and online shopping habits. Reed more …
Digital Agenda Social Media Assembly 2012 of the EU Commission
“As you may have heard, I joined a team of top notch Social Media strategists and practitioner to create a pan European Social Media initiative. It’s a fascinating engagement to help the various European countries leverage Social Media to thrive and grow new jobs. If you want to know more about it, please check the page on Facebook http://fb.com/
We need help from all Social Media guru’s in all EU Countries, please read and join us!
Please try to make this meeting Thursday 16:00 CEST (Berlin/Amsterdam/..)
- We should discuss some short term objectives
- The way we do this initial assessment
- Talk about timing between now and June 21
- The countries we should start with
We will allocated 45 minutes and we will also share some more info between now and Thursday here so we are well prepared to make decisions.
As part of the Digital Agenda Assembly 2012 of the EU Commission, we started this rather massive project to help the EU help businesses to understand, adopt and leverage social media. The anticipated outcome is that growing and economically stable businesses create new jobs and help their respective country to gain more stability as well. Almost a ‘side effect’ is to induce social media in the government as a vehicle to accelerate the dialog between the population and the public sector.
While this project is my brain child, I’m only the guide and collaborate with especially talented and extraordinary people who all work towards a common pan European objective. This is certainly one of the largest crowd sourced strategy initiatives ever done. We are collaborating as a powerful group of highly experienced social media strategists, very ambitious social media enthusiasts and extremely engaged social media practitioner.
The primary work of this group is on a open Facebook Group. In this context open means everybody can see what we are doing. In order to contribute, you will need to be approved to join the group. This is also the place where you see who is part of the group.
Digital Agenda 2012 Review:
Objectives (Per EU Commission)
The main objectives of the Assembly are to:
Assess progress to date on implementation towards the Digital Agenda’s goals and actions and seek ways to improve delivery;
Identify challenges ahead for the implementation of the Digital Agenda and for the information society in general;
Mobilise stakeholders’ actions to make further progress and address challenges.
Relative to the previous objectives which where more exploratory, then concrete objectives, it looks like there is quite some good progress in visibility. As stated by the internal web team as well as collaborators with the EU, the internal Web Infrastructure however is rather difficult and not easy to collaborate on.
I see the three biggest challenges for the Digital Agenda Europe – Social Media in
a) Creating more concrete and measurable objectives
b) Rapidly ramping up the level of social media experience to be able to move from tactical experimentation with the media to a strategic engagement
c) Reviewing the current technology and infrastructure and potentially augmenting it with broadly available social media technology as a work base for all constituencies to collaborate on
3) Future Progress
My engagement and commitment is three fold:
a) Mobilizing capable and experienced stake holders from all EU countries to ensure a sustainable development and leadership for the Digital Agenda (Social Media) as well as leveraging existing high end technology for all constituencies to collaborate with each other and the public.
b) Setting measurable objectives and a defined time frame for a Social Media Strategy that: Stimulate small and medium size businesses and innovative start-ups across the EU leveraging social media to create a sustainable growth, additional jobs and being able to compete in a global market. Specifically we want to double the number of businesses, actively engaged in social media who created new jobs, year over year till 2016.
c) Initiate, lead and execute a Social Media Engagement Strategy to fulfill the above objective by 2016 through crowd sourcing the necessary inputs, programs and actions and leveraging existing expertise helping businesses to thrive, support innovative entrepreneurs create additional jobs and make the public sector more accessible to the population. Success is measured by the number of social media engaged companies who created additional jobs, the measurable increase in social media adoption and the growing number of mentions of said businesses.