Andrew Nelson writes:
What a weekend for our country and our queen! The Jubilee really made us proud to be British. We loved it and we shared it with the World. Scenes from last weekend brought back memories of the Royal Wedding.

As part of our Summer of Buzz we thought it would be interesting to see how these two special events performed in social media. We asked our Social Media Practice the following questions:

Overall, was there more Buzz for the Queens Jubilee than the Royal Wedding?

What moments attracted the most Tweets for the Royal Wedding and the Queens Jubilee?

Ipsos MORI Social Media Practice in partnership with Brandwatch worked together to answer these questions.

“Context and benchmarking is key to analysing social media data, whether it is for events, politicians, products, brands or campaigns. These two events provided us with a unique opportunity to have some fun and tell a story.” Andrew Nelson, Director of Ipsos MORI Social Media Practice.

Buzz peaked at two points over the weekend; at 14:00 on the Sunday (pageant) and 22:00 Monday (end of the concert). The latter was the highest point of the period (71,780 Tweets in that hour, between 10 and 11). Viewing figures for the concert were over 17 million. That’s a lot of people at home on their couch Tweeting on their Phone or PC while watching the TV.

• Pageant: 2pm on the Sunday of the Pageant, twitter hit its peak.
• Concert: 10pm on the Monday (end of the concert) was the highest point of the period: 71,780 Tweets in the hour, between 10 and 11pm,

(c) The Telegraph

The buzz patterns from last year’s Royal Wedding were very different. Jubilee buzz was spread fairly evenly over the four days, with three distinct peaks. Whilst The Royal Wedding was predominantly posted on the day of the marriage itself (April 29 2011). 

(c) The Telegraph

(c) The Telegraph

The Jubilee accounted for more conversation than the wedding (1,190,578 vs 890,000) when equivalent four-day periods were analysed (Jubilee, June 2-5 2012; Royal Wedding, April 28-31 2011). However, the Royal Wedding had the highest overall conversation on a single day 480,000 mentions on the 29th April, compared to 387,000 for the Queen on the 4th June. The Balcony moment for Will & Kate and the Jubilee Concert for the Queen were our highlights. 

In conclusion? They are all winners! 

Andrew Nelson is a director of Ipsos OTX in the UK. Read the Telegraph article online.