Springbok squad announcement

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  • 1. Springbok Squad Announcement23 August 2011contact@brandseye.com@brandseye , compiled by @gdheuer
  • 2. 23rd August 2011 CONVERSATION MEASURES VOLUME OTS AVE 2 600 3 925 480 R 760 983 MEDIA DISTRIBUTION CONSUMER ENTERPRISE PRESS 98% 1% 1% SENTIMENT DISTRIBUTION≥CONCERN DOWNPLAY LISTING ≤ENDORSEMENT 0% 13% 64% 23% TOP DOMAINS Twitter Facebook All Others 91% 4% 5%
  • 3. Since the Springbok squad announcement last night, August 23, 2 600mentions were found in the online space.
  • 4. Credibility DEF: The more people reached online, the more credible Springbok’s conversation is. A respected source is deemed as having the potential to reach ≥ 4 000 people, an authoritative source ≥ 1 000 000.Most authors talking about the squad had online audiences of up to 300people (level 3) – indicating the majority thereof is coming from ordinaryconsumers. We also saw more respected sources (level 5 ≤) talking thanmost brands, its size resulting in a greater overall reach per mention.
  • 5. The reach of the Springboks squad announcement totaled 3 925 480Opportunities-To-See (OTS) of the conversation last night.
  • 6. The Advert Value Equivalent (AVE)R 760 983for last night’s conversation.
  • 7. The following graph indicates the domains that have mentioned theSpringbok squad announcement the most.Of the total conversation, 91% came from Twitter. This comes at nosurprise as Twitter allows for anyone to freely give their opinion, aswell as directly congratulate some of the Boks (whom are veryactive on Twitter).
  • 8. But whatexactly isbeing said?
  • 9. Conversation Themes
  • 10. Conversation Analysis Conversation for the evening had various themes: The most spoken about topics were that of the various players. There was a lot of conversation directed particularly at the players that are known for their social media presence. (The following slides will indicate the level of engagement with some of the players). The 2nd most spoken about topic was the unfortunate rendition of the national anthem by Just Jinger frontman Ard Matthews. The general public were very disgruntled by his abysmal performance.
  • 11. John Smit 190 mentionsPeople love our Barney.He currently has a lot ofcritics, but the publicback him for hisleadership.
  • 12. Victor Matfield 163 mentionsVice captain Vic willhave a massive roleto play. Peoplestrongly supporthim andacknowledge hisleadership whichwill come into playin this year’stournament.
  • 13. Bryan Habana 185 mentionsSouth Africa’sfavourite wing willhave a lot ofpressure on himgoing into thetournament. Hisevery move will beclosely scrutinized.Let’s hope hesmashes somerecords.
  • 14. Pierre Spies 205 mentionsThe public are keen tosee our very own Hulkman up for his 1stRugby World Cup. Bigthings expected here.
  • 15. Butch James 231 mentionsThe whole countryseems to havenoticed Butch’sgiggle antics duringthe event. Thisresulted in amassive onlineconversation. Thepublic are wellbehind Butch.
  • 16. Other topics?Apart from the above mentioned themes another one whichfeatured strongly was the sympathy and support for theplayers that did not make it.Players like Ashley Johnson, Lwazi Mvovo, Flip van derMerwe, Bjorn Basson, Jean Deysel and Adrian Jacobs allreceived a lot of support from the online community andsincere regards were expressed to them.
  • 17. Overall, is thecommunityhappy?
  • 18. Sentiment DEF: Each mention is assigned a score on a 10-point scale based on the strength of the authors feelings towards the Springbok brand ≤ Downplay implies negative conversation. ≥ Endorsement implies positive conversation.23% of mentions represented positive conversation to the point of endorsementand praise. 64% of mentions saw neutral conversation, whilst 13% of the totalconversation was negative. This is very positive as a lot of the negativeconversation was related to Ard Matthews and not the squad selection.
  • 19. Visual Support
  • 20. Summary The Springbok squad announcement had 2 600 mentions at the point of reporting (this was growing at a couple of hundred mentions per hour). The resulting conversation achieved an OTS of over 3 million opportunities, which equates to more than R 700 000 on earned media spend. There was an extremely high level of engagement with the players and this may have contributed to the small amount of negative conversation generated by the event.
  • 21. Recommendations• Moving forward there are going to be numerous opportunities to interact with the Springbok brand over the next few months. Driving brand engagement during this crucial period will be pertinent to the brands off-field performance.• Competitions are a key way to encourage continued communication as you seek to build lasting relationships with consumers and a sense of community. GO BOKKE!
  • 22. Appendix
  • 23. Definitions• The online space or online community: Refers to the environment in which any relevant Springbok branded conversation occurs online. These may come from social media networks, forums, blogging platforms, press coverage, websites belonging to companies, influential consumers and any other open domain content.
  • 24. Definitions• Opportunities-To-See (OTS): OTS reflect a measure of the number of people who had the opportunity to see a mention. A tweet from a user with 8 000 followers would account for 8 000 in the total OTS of the conversation. This does not account for the possibility that the mention may not have been seen by the user in their Twitter feed or may have been noticed multiple times.
  • 25. Definitions• Advert Value Equivalent (AVE): AVE offers a monetary value of the earned conversation. The aim behind the AVE measure is to capture what a company would have paid to expose their brand to the number of people reached by the conversation.
  • 26. Definitions• Sentiment 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 commended 3 (Praise) – when a brand is recognized very positively 2 (Endorsement) – encouraging other readers to use the brand 1 (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
  • 27. Any Questions or Ideas?contact@brandseye.com@brandseye, compiled by @gdheuer