Sax appeal final
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Consumers drove 98% of the online conversation about Sax Appeal on Twitter, showing the influence of individuals on social media. While Twitter was dominant platform for discussion, only 3.4% of messages mentioned Sax Appeal's charitable purpose. The event was mostly seen as fun for students rather than its objective of raising money for charity.
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Sax appeal final
- 1. Sax Appeal11th February 2011 contact@brandseye.com
- 3. Volume weighted towards Sax Appeal.
- 5. This means Sax Appeal was mentioned on average 45 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 98% of the total conversation.
- 12. In more detail…
- 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?
- 16. 30.5% of the total conversation made use of the #saxappeal.
- 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.
- 23. The total conversation was directed to the following platforms.
- 24. So who are the main authors?
- 28. Twitter was the most dominant platform to speak about Sax Appeal and therefore is a powerful medium to create hype for the day.