Minute-by-minute analysis of Tweets responding to Steve Ballmer's keynote during CES 2012 shows that Tweeters respond instantly to specific announcements during the event. Tweeters respond in an intense, but extremely short-lived manner, showing marketers that they have just a few minutes to leverage a surge in Tweets about a specific product or brand.
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1. CES Tweets surge as Microsoft keynote opens with a speech from CEA President Gary Shapiro
2. Another spike in Tweets occurs as Microsoft CEO Steve Ballmer appears on stage and 15 years of Microsoft CES keynotes are summarised through a short video, highlighting the main technology innovations brought to us by the software giant
3. A few minutes into Ballmer’s demo of the new Windows Phone, Tweets surge in response to the failed voice recognition demo. Ballmer says “sounds great”, but his phone just repeats “sounds”. Viewers also tweet and re-tweet about the various new social technologies on show, including metro and Bing
4. A similar increase in Tweets occurs in response to the new game Cut the Rope designed to promote Internet Explorer. Tweeters dub it the new Angry Birds
5. By far the highest peak in Tweets is in response to the Tweet Choir – a dozen gospel singers come on stage to sing all the comments being Tweeted about the keynote
6. Tweets sparks up again during the new Xbox demo. Tweeters love the new voice recognition technology which allows them to control the Xbox as well as search for content by app name, movie title, actor or even director
7. Tweets increase one last time before the end of the keynote as Ballmer mentions Windows 8 which will be released around February this year. He also summarises key new applications likely to change user-device interaction in 2012, such as Metro and the new Xbox
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