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Royal Tour Australia - Social Media Metrics
1. Social
Media
Metrics
//
Royal
Tour
of
Australia
2014
Marisa Woodham; Fergus Small; Oriane Martin; Elena Tassone; Alexandre Vergnes; Michael Korsec
1
5. Objective
Why
How
Identify
the
audience’s
spikes
Identify
what
interested
Australian
opinion
Track
conversation
trends
Identify
the
inFluencers
in
Australia
related
to
the
Royal
Tour
Investigate
what
opinion
leaders
say
about
the
Royal
Family
and
who
they
are
and
their
attitude
toward
the
British
Monarchy
Using
Radian6
and
Little
Bird
analysis
Analyse
the
Share
of
Voice
(SOV)
Which
members
of
the
family
raised
the
most
attention
in
Australia,
and
for
which
reason?
Thanks
to
Radian6
we
are
able
to
analyse
keywords
related
to
each
member
of
the
Royal
Family
and
compare
the
amount
of
post
related
to
each
Analyse
the
sentiment
of
the
content
Analyse
attitude
toward
the
Royal
Family’s
actions
in
order
to
make
recommandation
for
future
trips
To
establish
an
editorial
line.
To
select
and
adjust
topics
of
interest
that
inFluence
the
Australian
opinion
Radian6
–
keyword
analysis
Observe
the
demographics
Identify
topics
that
interest
more
a
certain
gender,
category
of
age
Radian6
demographic
comparison
and
analysis
Identify
the
online
channels
most
frequently
used
To
know
where
people
talk
the
most
about
this
event
to
know
which
channel
to
use
to
get
the
biggest
buzz
for
coming
trips
the
next
time
Radian6
Recontextualise
this
information
To
be
able
to
give
value
and
accuracy
to
the
insights
we
found
and
provide
relevant
recommandations
and
express
the
limitation
of
such
a
technical
work
Online
sources
such
as
newspaper,
articles
and
protagonists
website
and
blogs.
5
Social
Media
Metrics
//
Royal
Tour
of
Australia
2014
12. !!!!!!!!!!! !
!
!
According!to!the!official!office!of!The!British!Monarchy1,!the!aims!of!a!Royal!Visit!to!Australia!are!as!follows:!
• To!celebrate!Australia’s!culture!and!life!
• To!honour!the!work!and!achievements!of!an!organisation!or!community!
• To!promote!charities!and!other!organisations!with!which!members!of!the!Royal!Family!are!associated!
• To!celebrate!historic!occasions!in!the!life!of!a!region!or!a!nation!
• To!strengthen!friendships!and!economic!ties!
• To!create!the!opportunity!to!be!seen!or!met!by!as!many!people!as!possible!
!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! !!!!!!!! !
1!http://www.royal.gov.uk/MonarchUK/RoyalVisits/Royalvisits.asp
!
Purpose
and
Objectives
of
the
Tour
12
Social
Media
Metrics
//
Royal
Tour
of
Australia
2014
13. On
Monday
7th
of
April,
Prince
William,
his
wife,
The
Duchess
of
Cambridge
and
their
son,
Prince
George
are
starPng
a
Royal
visit
to
New
Zealand
and
will
conPnue
their
journey
in
Australia
starPng
from
the
16th
of
April
and
leave
on
the
25th
of
April.
During
this
tour,
they
will
have
a
Pght
schedule.
They
are
to
do
a
tour
thorough
both
territories.
In
Australia
the
tour
will
include
several
appearances
in
Sydney,
Brisbane,
Blue
Mountains,
Uluru
(Ayers
Rock)
undertaking
a
number
of
social,
cultural
and
poliPcal
engagements.
April
16
-‐
Sydney,
NSW
-‐
Opera
House
recepPon
April
17
-‐
Blue
Mountains,
NSW
-‐
visiPng
bushfire-‐
affected
areas
April
18
-‐
Sydney,
NSW
April
19
-‐
Brisbane,
Qld
-‐
RAAF
base
visit
April
20
-‐
Sydney,
NSW
-‐
Easter
Sunday
church
service
April
21
-‐
Canberra,
ACT
April
22
-‐
Uluru,
NT
April
23
-‐
Adelaide,
SA
-‐
Meet
young
Australians
at
Northern
Sound
System
April
24
-‐
Canberra,
ACT
-‐
RecepPon
at
Parliament
House
April
25
-‐
Canberra,
ACT
-‐
Anzac
Day
march
and
service
at
War
Memorial
Royal
Family
Schedule
for
the
Australian
Tour.
13
Social
Media
Metrics
//
Royal
Tour
of
Australia
2014
18. 0
500
1000
1500
2000
2500
4/4
5/4
6/4
7/4
8/4
9/4
10/4
11/4
12/4
13/4
14/4
15/4
16/4
17/4
18/4
19/4
20/4
21/4
22/4
23/4
24/4
Post
Date
Conversa-on
Evolu-on
Royal
family
RT
Aus
RT
George
Aus
RT
Kate
Aus
RT
William
Aus
•
First
day
of
tour
•
Transfer
in
AUS
to
NZ-‐bound
plane
•
Arrival
in
AUS
•
Appearance
at
Sydney
Opera
House
•
Appearance
at
Uluru
•
RAAF
Amberley
base
visit
•
Brisbane
ConvenPon
Centre
recepPon
•
Taronga
Zoo
visit
Source:
Radian6
18
Social
Media
Metrics
//
Royal
Tour
of
Australia
2014
19. As
we
can
see
from
the
graphs,
the
biggest
change
in
media
usage
from
the
period
pre-‐visit
to
the
beginning
of
it
(from
14/03
to
03/04),
is
related
to
sharing
and
posting
images
(mostly
through
Instagram).
Although,
even
if
Twitter
had
registered
less
increase
in
posts
compared
to
‘Images’,
it
remains
the
channel
most
used
to
talk
and
share
information
about
the
Royal
Visit
in
Australia.
In
terms
of
percentages,
the
74%
of
the
posts
were
made
using
Twitter.
Media
Type
Evolution
Analysis
Source:
Radian6
19
20. Share
of
Voice
(SOV)
From
April
4
–
24,
2014,
‘Royal
Tour
Australia’
reaches
an
SOV
of
50.4%
with
17,273
mentions,
and
‘Royal
Family’
achieves
a
SOV
of
15.6%
with
5,336
mentions.
During
this
timeframe
‘Royal
Tour
Kate’
reaches
a
SOV
of
15.6%
(with
4,423
mentions),
‘Royal
Tour
George’
achieves
11.2%
(with
3,825
mentions),
and
RT
William
reaches
10%
(with
3,435
mentions).
The
fact
that
‘Royal
Tour
Kate’
surpasses
her
husband
and
child
in
SOV,
and
achieves
an
equal
amount
to
the
general
‘Royal
Family’
highlights
the
high
level
of
fascination
people
have
for
Kate.
61%
53%
49%
16%
15%
10%
12%
14%
13%
6%
9%
10%
5%
9%
18%
0
2000
4000
6000
8000
10000
12000
14000
Before
24/3
to
3/4
During
NZ
4/4
to
15/4
During
Aus
16/4
to
24/4
RT
Aus
RT
George
RT
Kate
RT
William
RF
Aus
Evolution
of
SOV
The
Royal
Tour
and
the
Royal
Family
(as
general
topics)
represented
the
biggest
areas
of
conversation
during
the
tour.
In
terms
of
royal
family
members,
prior
to
the
visit
and
during
the
New
Zealand
leg
of
the
tour,
Prince
George
held
the
largest
SOV;
however,
during
the
Australian
leg
of
the
tour
Kate
garnered
the
largest
SOV.
This
may
reveal
that
while
New
Zealand
audiences
are
most
interested
in
George,
Australian
audiences
are
most
interested
in
Kate.
Please
see
the
following
page
for
a
close-‐up
view
of
royal
family
members’
share
of
voice.
Source:
Radian6
20
Social
Media
Metrics
//
Royal
Tour
of
Australia
2014
21. SOV
–
Individual
Family
Members
47%
39%
30%
34%
36%
39%
19%
25%
31%
0
500
1000
1500
2000
2500
3000
3500
Before
the
Tour
24/3
to
3/4
During
the
NZ
Tour
4/4
to
15/4
During
the
Aus
Tour
16/4
to
24/4
George
Kate
William
SOV
–
Evolution;
before
and
during
tour.
No.
of
Posts
Source:
Radian6
Source:
Radian6
21
Social
Media
Metrics
//
Royal
Tour
of
Australia
2014
22. 37
27
18
10
4
3
1
25-‐34
35-‐44
21-‐24
45-‐54
18-‐20
65+
55-‐64
Demographic
Analysis
–
Age
The
conversation
is
dominated
by
users
within
the
21-‐44
age
range
(82%).
Unsurprisingly,
of
this,
37%
(the
highest
segment)
is
made
up
of
people
aged
25
–
34.
It
would
be
reasonable
to
assume
that
this
could
be
attributed
to
the
fact
that
people
within
this
age
range
are,
in
general,
more
active
across
social
media
platforms.
Demographic
split
of
engaged
audience
(%)
Age
Group
Source:
Radian6
22
Social
Media
Metrics
//
Royal
Tour
of
Australia
2014
23. The
pie
chart
represents
the
demographic
segmentation
by
gender
of
the
people
that
have
been
posting
about
the
royal
visit
in
Australia.
Clearly,
women
are
much
more
engaged/active
online
as
they
account
for
the
61%
of
the
total
online
population
that
have
been
posting
about
the
visit.
39%
61%
Demographic
Segmentation
by
Gender
(from
15
Apr
to
24
Apr)
Male
2,067
Female
3,204
Demographic
Analysis
-‐
Gender
Source:
Radian6
23
Social
Media
Metrics
//
Royal
Tour
of
Australia
2014
25. Platform
Number
of
Posts
Analysing
the
content
of
the
posts,
it
is
evident
that
the
majority
are
positive.
In
particular:
84%
of
the
total
Tweets
are
positive,
while
only
the
16%
are
negative.
There
are
also
posts
that
are
considered
as
‘mixed’
(somewhat
positive
and
somewhat
negative)
but
they
will
not
be
analysed,
as
they
do
not
represent
relevant
numbers.
Sentiment
Analysis
by
Channel
Source:
Radian6
25
26. 0
10
20
30
40
50
60
70
80
4/4
5/4
6/4
7/4
8/4
9/4
10/4
11/4
12/4
13/4
14/4
15/4
16/4
17/4
18/4
19/4
20/4
21/4
22/4
23/4
24/4
Post
Date
Sen-ment
RT
Aus
posiPve
negaPve
•
First
day
of
tour
•
Transfer
in
AUS
to
NZ-‐bound
plane
•
Arrival
in
AUS
•
Appearance
at
Sydney
Opera
House
•
Visit
to
Blue
Mountains
bushfire
affected
street
•
Royal
Easter
Show
•
Children
hospice
visit
•
Surf
lifesaving
event
•
RAAF
Amberley
base
visit
•
Brisbane
ConvenPon
Centre
recepPon
•
Taronga
Zoo
visit
•
No
engagements
•
Appearance
at
Uluru
•
Canberra
Source:
Radian6
26
Social
Media
Metrics
//
Royal
Tour
of
Australia
2014
28. 0
5
10
15
20
25
30
35
40
4/4
4/5
4/6
4/7
4/8
4/9
4/10
4/11
4/12
4/13
4/14
4/15
4/16
4/17
4/18
4/19
4/20
4/21
4/22
4/23
4/24
Post
Date
Sen-ment
Royal
Family
posiPve
negaPve
•
First
day
of
tour
•
Transfer
in
AUS
to
NZ-‐bound
plane
•
Arrival
in
AUS
•
Appearance
at
Sydney
Opera
House
•
Visit
to
Blue
Mountains
bushfire
affected
street
•
Royal
Easter
Show
•
Children
hospice
visit
•
Surf
lifesaving
event
•
RAAF
Amberley
base
visit
•
Brisbane
ConvenPon
Centre
recepPon
•
Taronga
Zoo
visit
•
No
engagements
•
Appearance
at
Uluru
•
Canberra
Source:
Radian6
28
Social
Media
Metrics
//
Royal
Tour
of
Australia
2014
30. 0
5
10
15
20
25
30
35
40
45
50
4/4
4/5
4/6
4/7
4/8
4/9
4/10
4/11
4/12
4/13
4/14
4/15
4/16
4/17
4/18
4/19
4/20
4/21
4/22
4/23
4/24
Post
Date
Sen-ment
RT
William
AUS
posiPve
negaPve
•
First
day
of
tour
•
Transfer
in
AUS
to
NZ-‐bound
plane
•
Arrival
in
AUS
•
Appearance
at
Sydney
Opera
House
•
Visit
to
Blue
Mountains
bushfire
affected
street
•
Royal
Easter
Show
•
Children
hospice
visit
•
Surf
lifesaving
event
•
RAAF
Amberley
base
visit
•
Brisbane
ConvenPon
Centre
recepPon
•
Taronga
Zoo
visit
•
No
engagements
•
Appearance
at
Uluru
•
Canberra
Source:
Radian6
30
Social
Media
Metrics
//
Royal
Tour
of
Australia
2014
31. 0
5
10
15
20
25
30
35
40
4/4
4/5
4/6
4/7
4/8
4/9
4/10
4/11
4/12
4/13
4/14
4/15
4/16
4/17
4/18
4/19
4/20
4/21
4/22
4/23
4/24
Post
Date
Sen-ment
RT
Kate
AUS
posiPve
negaPve
•
First
day
of
tour
•
Transfer
in
AUS
to
NZ-‐bound
plane
•
Arrival
in
AUS
•
Appearance
at
Sydney
Opera
House
•
Visit
to
Blue
Mountains
bushfire
affected
street
•
Royal
Easter
Show
•
Children
hospice
visit
•
Surf
lifesaving
event
•
RAAF
Amberley
base
visit
•
Brisbane
ConvenPon
Centre
recepPon
•
Taronga
Zoo
visit
•
No
engagements
•
Appearance
at
Uluru
•
Canberra
Source:
Radian6
31
Social
Media
Metrics
//
Royal
Tour
of
Australia
2014
32. 0
5
10
15
20
25
30
35
40
4/4
4/5
4/6
4/7
4/8
4/9
4/10
4/11
4/12
4/13
4/14
4/15
4/16
4/17
4/18
4/19
4/20
4/21
4/22
4/23
4/24
Post
Date
Sen-ment
RT
George
AUS
posiPve
negaPve
•
First
day
of
tour
•
Transfer
in
AUS
to
NZ-‐bound
plane
•
Arrival
in
AUS
•
Appearance
at
Sydney
Opera
House
•
Taronga
Zoo
visit
•
No
family
engagements
•
Canberra
Source:
Radian6
32
Social
Media
Metrics
//
Royal
Tour
of
Australia
2014
34. Quan-ty
of
content
ranking
Engagem
ent
Ranking
Followership
Our
ranking
1#
@royalround
/
370
Excluded:
not
enough
engagement*
2#
@y7news
#18
46,5k
3#
@Goaustraliane
ws
/
5
Excluded
not
enough
engagement*
4#
@geraldk
/
164
Excluded
not
enough
engagement*
5#
@channeltenne
ws
#4
24,8k
6#
@bluebuzzbird
/
353
Excluded
not
enough
engagement*
7#
@smhnews
#36
2850
8#
@ABCnews
#2
321k
9#
@SBSNews
/
71,2k
Excluded
not
enough
engagement**
10#
@andrew_houg
h
/
4054
Excluded
not
enough
engagement*
15#
@9NewsAus
#1
67k
Using
Radian6
we,
were
able
to
gather
a
ranking
of
the
related
Australian
Twitter
accounts
posting
the
most
about
the
Royal
Tour
(1st
column).
We
also
ranked
the
accounts
according
to
the
rate
of
engagement
(2nd
Coloumn).
Our
main
goal
here
was
to
reidentify
the
most
relevant
inFluencers
that
broadcasted
information
about
the
Royal
Tour.
When
calculating
rankings,
its
was
important
for
us
to
consider
the
following;
• *Some
accounts
post
a
lot
of
content
but
do
not
necessarily
have
a
lot
of
followers
or
a
good
engagement
rate.
• **Newspapers
make
informational
tweets
that
are
not
necessarily
retweeted
by
their
considerable
audience,
ex:
@SBSNews
-‐
a
TV
news
account.
Nevertheless,
they
are
credible
sources
that
people
are
interested
in,
that
may
be
Re-‐Tweeted
(RT),
for
example;
@y7news
@channeltennews
@smsnews
@abcnews
@9newsaus
who
are
the
biggest
inFluencers
as
they
have
a
high
engagement
rate
and
produce
a
lot
of
content.
Source:
Radian6
34
35. Our
ranking
of
influencer
Account
Quan-ty
of
content
ranking
Engagement
Ranking
Followership
#1
@ABCNews
8#
#2
321k
#2
@channeltenn
ews
5#
#4
24,8k
#3
@9NewsAus
15#
#1
67k
#4
@y7news
2#
#18
46,5k
#5
@smhnews
7#
#36
2850
As
they
are
not
of
Australian
origin,
we
have
chosen
to
exclude
certain
accounts
from
our
InFluencer
Rankings:
@britishroyal
(3rd)
and
@clearancehouse
(5th)
(the
ofFicial
Royal
handles)
To
create
the
ranking
we
valued
engagement
higher
than
followership.
This
is
because
it
is
not
guaranteed
that
a
Tweet
will
reach
all
followers.
The
biggest
inFluencers
are:
@ABCNews,
ranked
8th
@channeltennews,
ranked
5th
in
the
number
of
tweets
and
4th
in
the
number
of
retweets
with
a
lower
followership.
Source:
Radian6
35
Social
Media
Metrics
//
Royal
Tour
of
Australia
2014
36. 128
26
88
7
#2
#3
#1
#4
#5
These
informative
tweets
r e t a i n e d
t h e
m o s t
attention.
We
notice
that
Prince
George
commands
s i g n i F i c a n t l y
m o r e
attention
than
his
parents.
Source:
Twitter.com
36
Social
Media
Metrics
//
Royal
Tour
of
Australia
2014
37. Australian
InLluencers’
analysis
with
Litltle
Bird
Thanks
to
Little
Bird,
we
identify
the
members
of
the
community
that
describe
themselves
as
such
thanks
to
keywords.
Here
we
used
the
ofFicial
hashtag
#royalvisitAus
that
impose
itself
to
us
as
the
reference
to
identify
the
inFluencers
that
tweet
about
our
event:
-‐ We
identiFied
5
InFluencers
but
not
in
Australia
-‐ All
have
a
bio
where
it
is
mentioned
#Royal
or
#RoyalvisitAus
-‐ They
all
describe
themselves
as
reporters
covering
the
Royal
Tour
in
Australia
Blogger
Reporter
for
Royalcentral.co.uk
Blogger
Magazine
people
for
women
UnofFicial
source
of
information
about
the
RF
Source:
VisualizaPon,
Li>le
Bird,
Report:
#royalvisitaus
37
Social
Media
Metrics
//
Royal
Tour
of
Australia
2014
38. Full
Name
Person/
Company
Number
of
followers
Number
of
friends
Number
of
total
tweets
DescripPon
*LocaPon
(raw)
Kelly
Mathew
s
person
2371
606
22705
Kelly
Mathews
reports
on
ALL
THINGS
REGAL
from
across
the
pond!
Covering
the
2014
Royal
Tour
in
New
Zealand
&
Australia
#RoyalVisitNZ
&
#RoyalVisitAUS
Toronto,
Ontario,
Canada
Cindy
person
263
531
3554
Deputy
Editor
and
Writer
for
@RoyalCentral-‐History
Teacher-‐Book
Junkie-‐Lover
of
Futbol-‐All
Views
Are
My
Own-‐-‐Currently
covering
#RoyalVisitAus
UK
mind..stateside
body
Charlie
Proctor
person
401
93
367
Chief
Reporter
@RoyalCentral
-‐
views
are
mine.
Currently
covering
#RoyalVisitNZ
&
#RoyalVisitAus.
Noqnghamshir
e
HELLO!
company
100621
2157
50443
The
celebrity
and
royal
news
magazine
and
website
HELLO!
Like
us
on
h>ps://t.co/dRcvTzl3I2
#RoyalVisitAus
London
DownUn
der2014
company
377
59
109
Bringing
you
the
latest
news
from
the
Duke
and
Duchess
of
Cambridge
and
Prince
George's
Australian
and
New
Zealand
Tour.
#RoyalVisitNZ
#RoyalVisitAus
Limitations
of
Little
Bird
We
tried
to
use
Little
Bird
to
see
what
kind
of
information
we
could
Find
and
use,
but
this
tool
is
limited
for
the
following
reasons:
• We
do
not
know
when
does
this
report
starts
or
ends
and
if
it
is
based
at
a
T-‐moment
or
not
• Some
inFluencers
are
not
Australian*,
which
does
not
help
us
to
Find
out
what
is
the
Australian
opinion
about
the
Royal
Family
but
it
shows
that
the
audience
is
still
interest
in
it.
InLluencer
Analysis
by
Little
Bird
Source:
LittleBird
38
Social
Media
Metrics
//
Royal
Tour
of
Australia
2014
