From Meme to Movement - Insights into growing a Movember
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Precise track the evolution of Movember from online meme to global campaign and highlight some of the learnings that brands can take from its success.

Precise track the evolution of Movember from online meme to global campaign and highlight some of the learnings that brands can take from its success.

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From Meme to Movement - Insights into growing a Movember Presentation Transcript

  • 1. Analysis of social mediaconversations aboutMovember29 November 2012Contact:James WitheyHead of Brand Insightjames.withey@precise.co.ukT: +44 (0)20 7264 6316www.precise.co.uk
  • 2. Contents Objectives and methodology 3 Summary of key findings 4 Analysis of conversations about Movember 2009-2012 7 Analysis of 2012 UK social media conversations about Movember 11 Conclusions and considerations 19 Appendix 222 Movember Social Media Analysis 29 November 2012
  • 3. Objectives and methodologyObjectives Methodologyn  To provide an overview of social media n  We identified all accessible English-language conversations about Movember. mentions of Movember (including Twitter handles) within social media (Twitter,n  To show how these conversations have Facebook, forums, comments, blogs, videos changed in volume and type since 2009. and images) between 1 and 25 November in 2009, 2010, 2011 and 2012.n  To provide an analysis of UK social media n  We then conducted an analysis of the conversations about Movember in 2012, in terms of sentiment towards the campaign and sentiment and focus of Twitter posts generated in the UK between 1 and 25 key drivers of conversation. November 2012. n  We also identified the volume of social media posts mentioning each ‘Friend of Movember’ in connection with the campaign, and analysed a sample of c.100 posts for each in terms of sentiment.3 Movember Social Media Analysis 29 November 2012
  • 4. Summary of key findings (i)n  Since its origins in Australia 1999, social n  Although the United States has remained media conversations of Movember have the most prominent country in which social increased significantly, particularly within the media conversations about Movember are last four years, with the volume of generated, 2010 was also the year in which conversations in 2012 outweighing the volume interest in the campaign went global, and of conversations in 2009 by a ratio of more there is now substantial interest in countries than 51:1. However it seems the increase has such as the United Kingdom, South Africa and begun to tail off. the Netherlands.n  It appears that 2010 was Movember’s Founding Movember nation Australia has seen seminal year, with the volume of its share decline, as more populous countries conversations increasing more than 700% have come to the fore. compared to the previous year. n  Twitter has become the most prominent channel through which opinions and information about Movember is shared, accounting for a greater proportion of content year-on-year since 2009.4 Movember Social Media Analysis 29 November 2012
  • 5. Summary of key findings (ii)n  UK Twitter conversations generated in n  Fundraising and donating was the second 2012 peaked on the first day of the month most prominent topic, with people asking as people announced the start of the and encouraging contributions through campaign and declared their involvement. Tweets. The volume of conversations then fell sharply, but remained fairly consistent throughout the n  A significant proportion of posts rest of the month, averaging at just over 11k commented on other people’s moustaches, posts a day, as people continued to share with celebrities such as Michael Owen and updates regarding their progress. other sports stars a common feature. Celebrities and prominent organisations alson  UK Twitter conversations generated in generated the tweets which reached the 2012 were largely positive towards the greatest potential number of followers, campaign. suggesting they are highly influential in driving conversations about Movember.n  Posts from people discussing taking part dominated conversations. Updates of people’s Movember progress tended to include an image, with the visual display of participation driving a high volume of posts.5 Movember Social Media Analysis 29 November 2012
  • 6. Summary of key findings (ii)n  Celebrities Tweeting about Movember and reaching the greatest volume of followers were mostly men and included comedians, chefs, businessmen and sports stars. The five tweets reaching the greatest number of followers were from Stephen Fry, Ricky Gervais, Alan Carr, Jamie Oliver and Richard Branson.n  Mentions citing Movember’s aims to raise awareness of men’s health issues accounted for less than 10% of overall conversations.6 Movember Social Media Analysis 29 November 2012
  • 7. Analysis of conversationsabout Movember 2009 -2012
  • 8. The growth of Movembern  Social media conversations about Movember have increased significantly since 2009, with 2010 the real breakthrough year within social media. The volume of conversations in 2012 outweighed the volume of conversations in 2009 by a ratio of more than 51:1. However it seems the increase has begun to tail off. 2009 2010 2011 2012 Overall Volume 31,700 266,583 771,474 1,631,143 % Increase - 741% 189% 111% Volume of Social Media Mentions of Movember 1,800,000 1,600,000 782,017 mentions of the 1,400,000 #Movember hash tag. 1,200,000 1,000,000 800,000 600,000 400,000 200,000 0 2009 2010 2011 20128 Movember Social Media Analysis 29 November 2012
  • 9. The globalisation of Movembern  It appears that Movember truly went global in 2010 and has remained that way since, with a spread of conversations in a wide range of countries. 1-25 Nov 2009 1-25 Nov 2010 United Kingdom 10% United Australia Kingdom Canada 7% 17% 16% Canada Australia United 7% Ireland 5% States* 71% Other 1% United Ireland 4% States* 1% Other 56% 5% 1-25 Nov 2011 1-25 Nov 2012 Canada United United 11% KingdomCanada Australia Kingdom Netherlands 23% 16% 3% 21% 3% United South Africa Australia Other States* 1% 2% Other 9% 52% 5% United States* 54%9 Movember Social Media Analysis * Includes content for which location information is not available 29 November 2012
  • 10. Channels of conversations about Movembern  Twitter has become the dominant channel through which Movember updates and comments are shared. 1-25 Nov 2009 Blogs 1-25 Nov 2010 20% Facebook Forums 9% Blogs 11% 5% Forums Videos/ 3% Images Videos/ Twitter 6% Twitter Images 59% Facebook 79% 2% 2% Comments Comments 2% 2% 1-25 Nov 2011 1-25 Nov 2012 Facebook Forums 4% 3% Blogs Forums 2% Videos/ 1% Twitter Images Blogs 93% 1% 1% Comments Twitter 1% 93% Comments Facebook Videos/ 1% <1% Images <1%10 Movember Social Media Analysis 29 November 2012
  • 11. Analysis of 2012 UK socialmedia conversations aboutMovember
  • 12. Trend in conversations about MovemberUK social media conversations, 1–25 Nov 2012n  Mentions of Movember within UK social media peaked on the first day of the month as people declared their involvement. The volume of conversations then fell sharply, but remained fairly consistent through the rest of the month, averaging at just over 11k posts a day. Volume of UK Social Media Mentions of Movember Over Time 80,000 70,000Volume of social media posts 60,000 50,000 40,000 30,000 20,000 10,000 012 Movember Social Media Analysis 29 November 2012
  • 13. Tweets about Movember reaching the most followersUK social media conversations, 1–25 Nov 2012 User Tweet FollowersSTEPHENFRY For those puzzled by my appearance: http://t.co/PnClYvFH It is of course now #movember #MoMonday is the day to tag yourself 4,984,980RICKYGERVAIS The best Movember pic you will ever see... #AnIdiotAbroad3 #Derek Please RT http://t.co/gGpDcrzU 3,393,072RICKYGERVAIS Happy Movember http://t.co/ZWvp0hZ7 3,382,128 For those asking if im partaking in Movember - sadly no, i have such low testosterone levels that it would be late spring before u sawALANCARR 2,958,578 tache Support MOVEMBER charity with these bad boys caps go to #luckysevencaps #movember #ja @ MOVEMBER CAPS ARE GO http://JAMIEOLIVER 2,744,771 t.co/34Gl5S73 Mo brothers Mo sisters I hope your supporting MOVEMBER to support this great mens cancer @ MOVEMBER is back http://t.co/JAMIEOLIVER 2,699,821 Mi5CXlmO RT @NigelTHEWright: @jamieoliver please RT - 47% of testicular cancer cases occur in men under 35 years Pls support myJAMIEOLIVER 2,678,464 #Movember efforts: http://t.co/dvY7NeUiJAMIEOLIVER Movember is here guys!! As its the first of Movember & moustache season is here, help rai @ MOVEMBER is back http://t.co/6iBRpdEe 2,678,376RICHARDBRANSON @rotub happy birthday @VirginMobileAus - pin the ‘stache just in time for Movember too! 2,594,000 RT @hairy_fish: @Lord_Sugar any chance of a rt? Im trying everything I can to beat my movember record of £200 from last year http://LORD_SUGAR 2,437,577 t.co/tzVD4704THEXFACTOR RT @XFACTORSTYLE: MICKY as Mario for #MOVEMBER MISSING YOU @District3Music <3 http://t.co/UYwRMesT 2,120,447THEXFACTOR “@XFACTORSTYLE: Greg has done well this #MOVEMBER http://t.co/xIF21oIY” @district3music 2,039,829 RT @RMcCormick2012: hey guys! i have set up a Movember account! get involved!! grow a stache or donate!! #movemberTOMDALEY1994 2,020,118 #prostatecancer http://t.co/3nR7Q6GRARSENAL Theo Walcott is taking part in #Movember. Find out how hes getting on and show your support for a good cause: http://t.co/rLbQEaVt 1,965,335 RT @Del_Von_Boy: The tach needs some & I need to break thru the £500 barrier. Give me some dosh & you may win a signedMARKWRIGHT_ 1,846,271 calendar from @MarkWright_ #movember RT @DanielFolley: @MissKatiePrice retweet of my #movember would be much appreciated great cause http://t.co/jvdLvPxo http://t.co/MISSKATIEPRICE 1,708,905 ABpmV4Hi oh daniel xx @g00dshepherd Ok you Mofos, here is my nasty ggrrr tashamondo http://t.co/PlidcoIG make this worthwhile #mobroMISSKATIEPRICE 1,708,233 #movemberMISSKATIEPRICE ill see it tomoz then bro xx @g00dshepherd .......and a new tash is born! To be revealed 15th November #mobro #movember 1,707,995 gd luck x @claire_homes @poomtang72 Check out my #Movember effort to change the face of mens health @ http://t.co/beGiab5F plsMISSKATIEPRICE 1,707,447 RTCALVINHARRIS Please look at @CharlieTadmans Movember pics (theyre hilarious) + donate generously for prostate cancer http://t.co/OwaAdlxC 1,690,06713 Movember Social Media Analysis 29 November 2012
  • 14. Topics and sentiment of conversations about MovemberUK social media conversations, 1–25 Nov 2012 Topics and Broad Sentiment of UK Twitter Conversations about Movember* 1 – 25 Nov 2012 Taking part & sharing photos Fundraising & donating Commenting on other peoples moustaches Merchandise, events & competitions Raising awareness of health issues Negativity surrounding moustaches Other 0% 5% 10% 15% 20% 25% 30% 35% Proportion of social media posts Broadly Positive Broadly Negative Broadly Neutral/ Balanced14 Movember Social Media Analysis * Based on English-language Twitter content only 29 November 2012
  • 15. Analysis of conversations about Movember (i)UK social media conversations, 1–25 Nov 2012n  UK Twitter conversations generated in n  Fundraising and donating was the second 2012 were largely positive towards the most prominent topic, with people calling for campaign (“Loving the #mobro camaraderie. support and donations via Twitter (“Support Some stylish lads here @unibirmingham”). my Mo! A good deed brightens a hairy world. Pls give so my #Movember Mo mayn  Posts from people discussing taking part grow: http://t.co/atyzLtjz”). dominated conversations. The visual display of participation was a key driver of posts about Movember, with the vast majority of posts containing an image link. A large number of participants used social media updates to mark their progress, with many citing how many days into Movember they were (“Day 10 of Movember & Im looking as good as ever! please donate if you can afford to part with some pounds, thank you http://t.co/ l9IOB3KW”).15 Movember Social Media Analysis 29 November 2012
  • 16. Analysis of conversations about Movember (ii)UK social media conversations, 1–25 Nov 2012n  A significant proportion of posts n  Mentions citing Movember’s aims to raise commented on other people’s moustaches, awareness of men’s health issues with celebrities such as Michael Owen and accounted for less than 10% of overall other sports stars a common feature conversations (“10,000 men die of prostate (“@themichaelowen great effort with the cancer in the UK each yr. Pls support my handlebar moustache! #movember”). #Movember efforts @ http://mosista.co/ rosafingermo”), suggesting the key messagesn  Celebrities and prominent organisations of the campaign my be getting lost amid the vast number of ‘update’ posts. also generated the tweets which reached the greatest potential number of followers, suggesting they are highly influential in driving conversations about Movember. For example, Stephen Fry’s tweet reached almost 5m followers: “For those puzzled by my appearance: http://t.co/PnClYvFH It is of course now #movember #MoMonday is the day to tag yourself”.16 Movember Social Media Analysis 29 November 2012
  • 17. Prominence of mentions of the ‘Friends of Movember’UK social media conversations, 1–25 Nov 2012 Volume of Mentions Sentiment of Mentions Gillette Gillette HP Sauce HP Sauce TOMS TOMS Marshall Marshall 0 100 200 300 400 500 600 0% 20% 40% 60% 80% 100% Volume of social media posts Proportion of social media posts Positive Negative Neutral/ Balanced17 Movember Social Media Analysis 29 November 2012
  • 18. Analysis of conversations about the ‘Friends of Movember’UK social media conversations, 1–25 Nov 2012n  The ‘Friends of Movember’ were mentioned n  Marshall and TOMS also drove in a relatively low number of posts, conversations through competitions and compared to the overall volumes for product branding. Movember.n  Gillette drove the highest volume of content, however it also prompted the largest amount of negativity. There was evidence of animosity towards the perceived commercialisation of Movember , as well as posts suggesting that the Gillette Brand is a poor ‘fit’ with the Movember campaign.n  The other brands drove more positive comments, with HP Sauce driving conversations through competitions, giveaways, Facebook activity and product branding.18 Movember Social Media Analysis 29 November 2012
  • 19. Conclusions andconsiderations
  • 20. Conclusions and considerations (i)n  Movember has proved to be a highly 3.  Personality: the growing of a moustache, successful charity campaign, with interest which was once considered to be out of growing significantly over the past four years. fashion, has been made humorous and cool The success of the campaign in driving a high through the Movember campaign. The volume of social media conversations may be increased nostalgia and desire for things that linked to what are often considered the key are deemed to be old-fashioned or uncool motivations for sharing information and appears to have grown. Movember, and the opinions across the social web: growing of a moustache, appears to have effectively tapped into this heightened sense of nostalgia, giving people a chance to show their personality and feel a sense of inclusion.1.  Ego: posting comments about the Movember campaign – and sharing visual images of participation – gives people a chance to show “Best thing about @MovemberUk is the that they are ‘in the know’ about topical events cheeky knowing nod you get from a fellow and part of a group initiative. #MoBro in the street. No words needed.”2.  Heart: broadcasting involvement in the Movember campaign across the social web gives people a chance to show that they care about the world and contribute to good causes.20 Movember Social Media Analysis 29 November 2012
  • 21. Conclusions and considerations (iii)n  Movember has sustained momentum after n  The fact that there was a higher proportion its seminal year in 2010, but the level of of posts discussing participation without increase is now waning. This may be due to mentioning fund-raising than there were the fact the campaign is advancing towards posts encouraging donations suggests that saturation in terms of awareness. However, the key aims of the campaign may be getting there is a risk it may be at the top of the lost, despite high involvement levels. adoption curve, and faces a challenge to remain relevant and interesting. Furthermore, n  Furthermore, posts talking about raising an analysis of posts mentioning the ‘Friends of awareness of men’s health issues were Movember’ reveals evidence of resistance to relatively inconspicuous. the involvement of brands in what was previously a grass-roots movement. n  There is a challenge to continue to increase interest in and conversationsn  The success of Movember in tapping into about participating in Movember, but also today’s heightened sense of nostalgia for in its aims, i.e. fundraising and raising old or unfashionable things means that if it awareness of men’s health issues. Furthering succeeds in driving widespread Movember’s key messages through celebrities participation, it may lose some of its may be one way to do this, considering their original attraction. Furthermore, the current influence on social media conversations. popularity of the occasional moustache may prove to be a fad, but the charitable causes behind the campaign will remain relevant.21 Movember Social Media Analysis 29 November 2012
  • 22. Appendix
  • 23. Illustrative verbatimn  “Looking forward to seeing n  “Totally loving england rugby teams effort with movember... @arshadi89s movember progress tonight. Got my mo- Definately beats the england football teams! #rugby shoes on for the occasion #mosister” #movember”n  “@KenbirdBird @craigbrightwell #Movember day 10. n  “How girls support Movember! #movember #mug Looking good #MoBro. I could get a job as an 80s #moustache http://t.co/qcdbGeeI” detective. @MovemberUK #RT” n  “Please help support my mo growing efforts for mensn  “@itskimwebster *nods* #Movember raises money and health @movember&sons under John Brady any donation awareness for mens health issues such as prostate is appreciated #Movember #giving” cancer.” n  “RT @Phil_Whitewell: 10,000 men die of prostate cancer inn  “This weeks #movember effort..... New one next week but the UK each yr. Pls support my #Movember efforts @ this is so Charles bronson esq I love it #tash #mo # http:// http://t.co/UFtUyyo0” t.co/gdoH3iDl” n  “the nod of acknowledgement and approval to/from ann  “haha like seeing the pros doing Movember like jagielka lol” unknown fellow #mobro at tesco. I salute you. #brotherhood #movember”n  @Movember Deeky the NEW #MoBro hand crafted with a n  “Testicular #cancer affects around 2,000 men a year in the @GilletteUK Razor #Proud? #Movember#LetItMo” UK. #Movember #MensHealth”n  “Day 26 four days of awesome mo days left #Movember n  “#movember is rubbish, especially now gillette leach off the #Mobro http://t.co/WzA4fxsD” back of it! #shavelikearealman instagr.am/p/Sd6hJIQr8u/”23 Movember Social Media Analysis 29 November 2012
  • 24. Illustrative verbatimn  “Is Gillettes advertising involvement with #Movember to be expected or taking advantage of the hard earned charity exposure..”n  “Is it just me or is it odd that Gillette sponsor Movember? Its like Carlsberg sponsoring Alcoholics Anonymous.”n  “I suppose it was only a matter of time until brands starting targeting #Movember. Kinda spoils the good spirit. Well done #Gillette”n  “I just made my favourite purchase of the year... Double whammy, supporting @TOMS and @MovemberUK. #Movember #OneForOne http://t.co/E3Vf5UYc”n  “Love how @TOMS are doing shoes to support Movember! #bigrespect”24 Movember Social Media Analysis 29 November 2012
  • 25. Thank you