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Put Foot Rally 2012



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  • 1. Put Foot Rally1 April – 10 July
  • 3. Volume The highest volume of conversation occurred on the 20th of June, with 597 mentions. On this date, teams, sponsors, and enterprise sources discussed the upcoming start of the rally. On average, the Put Foot Rally was mentioned 84 times per day.Total Volume: 8 526
  • 4. Credibility DEF: The more people reached online, the more credible the brand‟s conversation is. An influential source is deemed as having the potential to reach ≥ 1 000 people, an authoritative source ≥ 1 000 000. SOURCE VOLUME OTSOrdinary Consumers (≤1000 OTS) 55.3% 750 885Influential Authors (≥1000 OTS) 44.7% 19 909 000
  • 5. With this credibility breakdown, it can be calculated that theconversation generated 20 659 885Opportunities-To-See (OTS) mentions of the Put Foot Rally.
  • 6. This reach equated to an Advert Value Equivalent (AVE) ofR 4 706 667over the same period. This implies a potential average value permention of R 552.
  • 7. Monthly Exposure Date Volume OTS AVE AVE/mention11 APR–10 MAY 800 818 295 R 189 989 R 238.511 MAY–10 JUNE 1760 3 211 570 R 735 623 R 41811 JUNE–10 JULY 5834 17 197 635 R 3 912 930 R 670.7
  • 8. Charities: OTS & AVE Keyword Volume OTS AVE AVE/mentionProject Rhino 980 1 349 870 R 311 071 R 317 Put FootFoundation & 608 940 320 R 216 132 R 355 shoe drops
  • 9. Media Origin DEF: How much each media source contributes to a brand‟s online conversation. Authors are categorised as one of the following: Consumer, Press, Enterprise and Directory. Media Volume Top themes Participant conversation (preparation;Consumer 6210 checkpoints; enjoyment) and charitiesEnterprise 1095 Daily reports, parties, checkpoints, Project Rhino Press 83 Travel through Africa, sponsors, team stories
  • 10. Domain OriginDomain Volume OTS AVE Twitter 6564 14 954 250 R 3 413 936Facebook 389 3 313 170 R 747 841
  • 11. Top Contributors: TwitterName Twitter Bio Tweets The road goes on forever and the party never ends...Put Foot Rally™ Southern Africa · 997@PutFootRallyMike Sharman Life is short. Play naked | Owner @retroviral | Top 3 likes: 1)Long 212@mikesharman walks on beach 2)Sunny side up eggs 3)Being small spoon Like-minded organisations collectively coordinating rhino conservationProject Rhino KZN initiatives aimed at eliminating rhino poaching and securing the rhino 204@ProjectRhinoKZN populations in KZN Smells like alcohol. Creator of SA’s favourite 2nd best blog. LUNCHNash MEETINGS OR NOTHING. Doesnt listen to voicemail. Hasnt read 192@bangersandnash the mail. Can sell brands. Travel writer & social media marauder @GetawayMagazine.Tyson Jopson Recovering caveman who wishes alphabet soup also came with 183@TysonJopson commas. #PutFootRally media dude 4 Durbanites hitting the African road in a MINI Countryman on the PutShake and Bake Crew Foot Rally 2012 to save the rhino and put shoes on feet! 169@ShakeBakeCrew #MINIputsfoot
  • 12. Top Influencers: TwitterName Twitter Bio Tweets AVE@DJFreshSA Held up to a Mirror Ball at Birth! * DJ-ing since 1986.DJ Fresh (Big Dawg) * Radio since 1992. * I have only just begun! * ILL 1 R 45 008231 006 followers HOUSE U! * ps. i DO Sleep.@F1sasha Supersport F1 Presenter Gearz radio withsasha martinengo Ferrari/Maserati PRO for SA 1 R 7 88341 893 followers I am a retired pro rugby player turned broadcaster,Bob Skinstad happy hubby and dad, and keen outdoor and general 79 R 622 71855 376 followers sports fan ! This stream is my own. Power to the Tweeple - Welcome to the home of@Vodacom #VodacomQuiz and #AirtimeAsseblief. Follow forVodacom 5 R 39 413 news & giveaways. Service headaches? Chat to Dr.40 234 followers @Vodacom111 Were a proudly South African retailer dedicated to@WOOLWORTHS_SA bringing you quality, style & value for the last 80Woolworths SA 2 R 4 515 years. Chat to us on Twitter - 9am to 5pm, Mon to32 887 followers Fri.
  • 13. Sentiment DEF: The sentiment of each mention is measured on a scale from -5 (Anger) to +5 (Celebration) and is represented here by the monthly total of each.Sentiment Volume Top themesNegative 0 N/A Neutral 6 963 Retweets, „day‟, Africa, „team‟, Project Rhino Positive 1762 „Awesome‟, „epic‟, Malawi, lake, „thanks‟, Africa
  • 14. Top ThemesThe above word cloud indicates the top themes in the last month by means ofword size. “Putfootrally” and “@putfootrally” have been omitted from the wordcloud for better insight into what was said.
  • 15. Top ThemesExcluding: “putfootrally” , “@putfootrally” and variants, @mikesharman and @bangersandnash
  • 16. Observations• There has been a steady volume of conversation relating to the Put Foot Rally from April onwards, gradually increasing as the Rally date grew nearer.• There was no negative conversation: all mentions were positive or neutral. Of these neutral mentions, many contained implicit endorsement of the Put Foot Rally.• Official Put Foot Rally accounts, as well as prominent sponsors such as MINI, were classified as Enterprise. Companies sponsoring teams and the teams themselves contributed a significant volume of consumer mentions.
  • 17. Observations• The Put Foot Rally charity and The Rhino Project received a fair amount of engagement – the majority from less credible sources (1000 followers or less), but the conversation volume created Opportunities to See these topics.• Although some very credible sources engaged with the brand, many of them tweeted only once. Reaching out to these sources and encouraging them to engage further could yield even greater reach for the Rally and associated campaigns.• Engagement from press sources was relatively low: the conversation took place primarily in the Social Media sphere, and on blogs and websites.
  • 18. Appendix
  • 19. DefinitionsOpportunity-To-See (OTS) Advert Value Equivalent (AVE):OTS reflects the number of people who would have had the AVE offers a monetary value of the earnedopportunity to see a mention. A tweet from a user with conversation. The aim behind the AVE measure is to8 000 followers would account for 8 000 in the total OTS of capture what a company would have paid to exposethe conversation. This does not account for the possibility their brand to the number of people reached by thethat the mention June not have been seen by the user in conversation.their Twitter feed.Media Distribution:How much each media source contributes to your brand‟s online conversation. Each mention falls under one of thefollowing categories:Consumer - all consumer-generated mediaPress - content from publishing housesDirectory - websites providing company listingsEnterprise - your company, content your company paid for, any sources who could gain value from talking about thebrand (partners etc.)
  • 20. DefinitionsSentiment Distribution:The exact opinion and feeling towards a brand scored according to a 10-point scale:5 (Celebration) - the highest form of brand endorsement and brand loyalty (very rare)4 (Acclamation) - when a brand is endorsed and very highly commended3 (Praise) – when a brand is recognized very positively2 (Endorsement) – encouraging other readers to use the brand1 (Listing) – neutral mention of a brand.-1 (Downplay) - mildly negative sentiment about a brand.-2 (Concern) – distress/worry about a brand-3 (Rebuke) – disgust towards a brand-4 (Anger) - resentment towards a brand-5 (Emergency) - severe threat to the brand or the community‟s safety
  • 21. Any Questions or Ideas?