ANCYL - A trial


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A brief analysis of 12 hours in South Africa's history. When the ANCYL was held up on trial and the community was split. See what over social media thought.

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ANCYL - A trial

  1. 1. ANCYL Disciplinary Hearing30th August, compiled by @staceyrumble
  2. 2. Summary• In the last 24 hours, conversation about events surrounding yesterday‟s ANCYL Hearing has received 6 826 mentions across the Internet.• This conversation generated 8 419 565 Opportunities-To-See (OTS), which implies that 87% of the South African population with Internet access was exposed to this conversation in some form.• This equates to an Advert Value Equivalent (AVE) of R 1 945 867. That‟s a considerable amount of particularly negative coverage that we ourselves generated about our own country.
  3. 3. Value Summary - 30th August 2011 CONVERSATION MEASURES VOLUME OTS AVE 6 286 8 419 565 R 1 945 867 MEDIA DISTRIBUTION CONSUMER ENTERPRISE PRESS 93% 1% 6% SENTIMENT DISTRIBUTION≥DOWNPLAY LISTING ≤ENDORSEMENT 13% 64% 23% TOP DOMAINS Twitter Facebook All Others 68% 20% 12%
  4. 4. Since the ANCYL hearing yesterday, August 30th 6 286related mentions were found across the Internet.
  5. 5. Credibility DEF: The more people reached online, the more credible [Brand]‟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 had online audiences of up to 300 people (level 3), indicating themost conversation came from ordinary people like you and me. We also saw manyrespected sources (level 5≤) talking compared to most brands due to high levels ofinternational press site coverage, resulting in far greater overall reach per mention.
  6. 6. This allows us to calculate that the reach of yesterday‟sconversation accounted for 8 419 565Opportunities-To-See (OTS) within the online sphere.
  7. 7. Had this conversation been purchased, it would have cost anAdvert Value Equivalent (AVE) ofR 1 945 867just from yesterday‟s conversation alone. Unfortunately, mostof this didn‟t show South Africa in a positive light.
  8. 8. Consumers drove 93% of the total volume, with some companiesalso getting involved, though only accounting for 1% of the total.1.5% of this conversation came from press websites themselves, withjournalists reporting live at Luthuli House accounting for 4.5% ofthe total conversation.
  9. 9. The following graph indicates the domains that mentioned theANCYL‟s actions yesterday the most:Social networks were the most active, accounting for 88% of thetotal conversation, with press sites driving 1.5% of thetotal conversation.
  10. 10. But whatexactlywas said?
  11. 11. Top ThemesThe top themes are indicated here by word size. For better context of which otherthemes were the most topical, “Julius Malema” has been removed. At 2 443 mentions, the ANC saw much more conversation than the ANCYL with only 1 397 mentions.
  12. 12. Julius Malema 5 949 mentions9% of conversationendorsed the YouthLeague and theiractions, whilst 61%spoke neutrally and30% of peopledisplayed negativesentiment towards it.
  13. 13. Jacob Zuma 946 mentionsA lot of thisconversationfocused on thestand off betweenZuma andMalema, withmany cautioningone that the otheris more powerful.
  14. 14. Gwede Mantashe 359 mentionsConversation aboutMantashe wasmostly neutral innature, coming frompeople re-tweetingpress articles orcomments, withisolated negativityfrom consumers.
  15. 15. Floyd Shivambu 230 mentionsMany associated theintensity of theANCYL‟s responseto Shivambu aswell but very fewpeople spokepositively of him.
  16. 16. The School Kids 514 mentionsThe presence ofthe school childrencaused 8% of thetotal conversation.These ranged fromdisgust and shockto, “Why aren‟tthey in school?”
  17. 17. Overall, wasthe communityhappy?
  18. 18. Sentiment DEF: Each mention is assigned a score on a 10-point scale based on the strength of the authors feelings towards the [Brand] brand ≤ Downplay implies negative conversation. ≥ Endorsement implies positive conversation.9% of conversation endorsed the Youth League and their actions,whilst 61% spoke neutrally and 30% of people expressednegative sentiment.
  19. 19. SentimentSupport for the ANCYL, however, heavily condemned the corruptionand the “tenderneurship” within the ANC and warned the currentANC leadership of the end.“Viva Malema, Viva Youth League” and, “Malema – the nextpresident!” were also quite common within this conversation.
  20. 20. SentimentNegative conversation (30%) showed support for the ANC, some ofwhich focused on loyalty to the heroes of the struggle and theignorance of the youth.
  21. 21. Visual SupportWe also saw a lot of people disappointed with the ANCYL‟s actionsand what they‟re costing the country‟s reputation.
  22. 22. Observations• For more context into why 6 286 individual mentions is particularly high, that‟s significantly more than the Budget Speech received earlier this year at only 812 mentions.• Even the State of the Nation Address only received 3 352 mentions (without the drinking game). With that stunt included, it still only reached 6 180 mentions. Involvement in conversation about the ANCYL‟s protests was not motivated in anyway by entertainment value, which is often biased within Social Media.• In terms of corporate brands? Even large mobile brands can only expect to receive about 250 mentions a day in South Africa.
  23. 23. Observations• According to the DMMA, there currently are an estimated 9 602 114 unique online browsers in South Africans whether by fixed-line or mobile access.• With an OTS value of 8.4 million, this means that 87% of this population were exposed to online conversation surrounding yesterday‟s ANCYL hearing in some form.• Had that conversation been purchased – it would have cost South African R 1 945 867. That‟s a considerable amount of negative coverage that we ourselves generated about our own country!
  24. 24. Observations• It is acknowledged that there are more people with Internet access who fit the „economically empowered‟ bill and are therefore may be somewhat threatened by the leftist opinions of the ANCYL.• So there is some bias in saying the online community may be more opposing of what happened yesterday – a true reflection of South Africans‟ opinions.• Notwithstanding, we still need to be mindful of what we‟re putting out to the world. South Africa can‟t afford to have nearly 2 million Rand‟s worth of particularly negative coverage, least of all self-generated.
  25. 25. Observations• 5% of this coverage came from the US and the UK (collectively) and a further 3% from other European countries. Russia, Brazil, India, Singapore, Malaysia, Japan, United Arab Emirates, Australia and New Zealand also featured within this measure .• South Africa relies heavily on having a positive image overseas, not just from the industries/products we export being well received but also in promoting FDI, tourism and trade growth.• It just goes to show that even at state level, online reputation management is critical to how others perceive us, not just online but in the real world as well. #SARocks !
  26. 26. Appendix
  27. 27. Definitions• The online space or online community: Refers to the environment in which any relevant ANCYL Hearing 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.
  28. 28. 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.
  29. 29. 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.
  30. 30. 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
  31. 31. Any Questions or Ideas?, compiled by @staceyrumble