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Sax appeal final



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  • 1. Sax Appeal11th February 2011
  • 2. Methodology
    • Monitor 35 billion websites.
    • 3. Volume weighted towards Sax Appeal.
    • 4. Mentions were categorised across 24 variables.
  • The total number of online mentions on the 10th February 2011 for Sax Appeal was
  • 5. This means Sax Appeal was mentioned on average
    times an hour during the sale of Sax Appeal in South Africa.
  • 6. This amounted to a total reach of
    2 746 195
    times an hour during the sale of Sax Appeal in South Africa.
  • 7. Which equates to approximately
    R621 606
    of free online advertising. This is the amount Sax Appeal earned media on the 10th February 2011 just through their online conversation. A leading mobile manufacturer earned on average R 44 425 a day.
  • 8. HOW?
  • 9. 8.6%
    of the conversation generated by Sax Appeal on the day was from an influential source (1000 or more followers). Credible conversation has the ability to increase the impact and reach of the event online.
  • 10. How was this
    broken down…
  • 11. Consumers dominated the online conversation contributing to
    of the total conversation.
  • 12. In more
  • 13. The graph shows the media sources for Sax Appeal’s online conversation.
    Consumers drove almost all the conversation around the event.
  • 14. But what
    exactly are
    they saying?
  • 15.
  • 16. 30.5%
    of the total conversation made use of the #saxappeal.
  • 17.
  • 18. Interestingly,
  • 19. 88%
    of the total conversation was from Twitter. This shows the importance of a well established Twitter account to drive conversation.
  • 20. Did the online
    conversation really
    benefit charity?
  • 21. 3.4%
    of the total conversation centered around Sax Appeal being for charity.
  • 22.
  • 23. The total conversation was directed to the following platforms.
  • 24. So who are the main authors?
  • 25.
  • 26.
  • 27. Summary
    • Consumers/individuals drove 98% of conversation about Sax Appeal and proves how influential individuals can be.
    • 28. Twitter was the most dominant platform to speak about Sax Appeal and therefore is a powerful medium to create hype for the day.
    • 29. Many users saw Sax Appeal as a fun day for students with little thought given to its objective of charity.
  • BrandsEye is an online reputation management service which focuses on real-time monitoring and managing of corporate reputations in the digital space.
    For More Information:
    Contact Tim Shier on 021 462 7353
    Email the Team on
    Contact us on Twitter @brandseye
    Or go to our website: