Bobs For Good

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  • Headline here as opposed to title - more explanatory, see wiki for more info
  • Bobs For Good

    1. 1. t BobsForGood
    2. 2. <ul><li>General Insights: </li></ul><ul><ul><li>The campaign received 868 online conversations </li></ul></ul><ul><ul><li>23.846 of the conversation from Twitter </li></ul></ul><ul><ul><li>89% of conversation was Consumer driven </li></ul></ul><ul><ul><li>99.885% of the conversation was positive </li></ul></ul><ul><ul><li>4.72% of the websites linked back to Bobsforgood.co.za </li></ul></ul><ul><ul><li>Brand momentum: 108 daily mentions per day </li></ul></ul><ul><ul><li>Campaign Value: R270 973.83 (AVE) </li></ul></ul>
    3. 3. BobForGood Reputation
    4. 4. <ul><li>Reputation Insights: </li></ul><ul><ul><li>BobForGood has a very positive online reputation. </li></ul></ul><ul><ul><li>As the campaign progressed the reputation has continued to improve </li></ul></ul><ul><ul><li>Spike in conversation the 19 th February related to the launch of the campaign </li></ul></ul><ul><ul><li>Spike on the 24 th related to the Argus Cycle challenge </li></ul></ul><ul><ul><li>Volume of conversation rose quickly but has been tapering off at an average of 15.72% per day </li></ul></ul>
    5. 5. Sentiment Distribution
    6. 6. <ul><li>Sentiment Insights: </li></ul><ul><ul><li>Almost zero negative mentions </li></ul></ul><ul><ul><li>Strong emotional response in 70.7% of the mentions </li></ul></ul><ul><ul><li>Remaining 29.23% discussing campaign positively </li></ul></ul><ul><ul><li>This demonstrates the communities willingness to support an NPO in their personal capacity </li></ul></ul><ul><ul><li>Given that there was zero negativity an increasingly positive social norm was set – hence the increasingly positive conversation online. This will assist in </li></ul></ul><ul><ul><li>sustaining momentum. </li></ul></ul>
    7. 7. Credibility Distribution
    8. 8. <ul><li>Credibility Insights: </li></ul><ul><ul><li>Broad distribution of influence of authors </li></ul></ul><ul><ul><li>Slightly skewed towards “unknown” but some authoritative authors do also comment </li></ul></ul><ul><ul><li>Reach per author was slightly lower than is typical for most South African brands although the difference is not significant. </li></ul></ul>
    9. 9. Media Distribution
    10. 10. <ul><li>Media Insights: </li></ul><ul><ul><li>Highly skewed towards Consumer conversation </li></ul></ul><ul><ul><li>Considerable discussion within the Press </li></ul></ul><ul><ul><li>From a public relations perspective the campaign was very effective and permeated all forms of media (Press, Consumer and Enterprise) effectively </li></ul></ul>
    11. 11. <ul><ul><li>Credible Press source </li></ul></ul>
    12. 12. <ul><ul><li>Credible Consumer sources </li></ul></ul>
    13. 13. Domain Distribution
    14. 14. <ul><li>Domain Insights: </li></ul><ul><ul><li>71.57% of the conversation was highly fragmented (i.e. only one or two mentions about the campaign per site) </li></ul></ul><ul><ul><li>Twitter occupied largest percentage (23.84% and was therefore removed from this graph to demonstrate off-Twitter conversation) </li></ul></ul><ul><ul><li>Bob Skinstad web properties did well to communicate the campaign itself </li></ul></ul><ul><ul><li>Press coverage was strong </li></ul></ul>
    15. 15. Trends diagram
    16. 16. Additional information For further information please contact Tim Shier on [email_address] or +27 21 462 7353

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