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Positive ConversationsA saidWot Case Study25th – 27th July 2012
Disclaimer      This Case Study is based on comments from around the            world regarding the AIDS 2012 Conference. ...
Background     The International AIDS Conference (IAC) is an annual event     which aims at evaluating developments regard...
Positive Conversations        The AIDS 2012 programme ran from 22 July - 27 July in                            Washington,...
Case study objective  The purpose of the study is to see if positive online conversations                  stemmed from th...
Where did the conversation take place?                                      88 Feeds                                      ...
Said What?
Sentiment   Majority of the conversations online were positive. The #HIV/#AIDS hashtag drive also received a positive resp...
What did they say?
The outcome
The outcome     Not all conversations were positive with some points raised     regarding the reach of the conference as w...
Conclusion    The conversations surrounding the conference were informative    and somewhat educational. The main objectiv...
The outcome   Though the main objective was to have #HIV, #AIDS, and #IAC      trending on twitter, conversations did not ...
What could have worked?      If your goal is to trend on Twitter, here are a few tips and suggestions:        Utilize your...
BUT wait     Although trending on Twitter will lead to a larger audience   exposed to your brand or event, this should not...
More Information  We have all the data and analysis available that went into writing   this case study. If you are interes...
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Positive Conversations and Trending on Twitter

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saidWot had a look at the International Aids Conference and their goal to trend on Twitter. Was this a success? Should trending be seen as goal by any brand? How can we use events to trend on Twitter? - We have the answers.

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Positive Conversations and Trending on Twitter

  1. 1. Positive ConversationsA saidWot Case Study25th – 27th July 2012
  2. 2. Disclaimer This Case Study is based on comments from around the world regarding the AIDS 2012 Conference. This case study was not compiled for a specific brand, but purely out of curiosity and a burning passion to showcase the impact of Online Reputation Management. If you would like more information about saidWot, please contact us: www.saidwot.com/contact-us
  3. 3. Background The International AIDS Conference (IAC) is an annual event which aims at evaluating developments regarding efforts to eradicate the HIV pandemic. Every year, policy makers as well as those affected and infected by the pandemic, gather and collectively chart a course forward towards the common goal of creating positive conversations and outcomes around the issue.
  4. 4. Positive Conversations The AIDS 2012 programme ran from 22 July - 27 July in Washington, DC. The Hashtags #HIV, #AIDS, and #IAC were abundantly used on twitter towards creating a positive conversation. Activists propelled Tweeters to assist in making HIV/AIDS a trending topic.
  5. 5. Case study objective The purpose of the study is to see if positive online conversations stemmed from the conference. Conversations captured in this case study are of the period between the 25th and the 27th of July.
  6. 6. Where did the conversation take place? 88 Feeds were on Friend Feed 130 Tweets were during the posted on Twitter study period during the study period Two updates were on Facebook during the study period
  7. 7. Said What?
  8. 8. Sentiment Majority of the conversations online were positive. The #HIV/#AIDS hashtag drive also received a positive response from the general public. The conference coincided with the build up towards the Olympics thus now and then #olympics and #HIV/#AIDS shared the online spotlight.
  9. 9. What did they say?
  10. 10. The outcome
  11. 11. The outcome Not all conversations were positive with some points raised regarding the reach of the conference as well as protests.
  12. 12. Conclusion The conversations surrounding the conference were informative and somewhat educational. The main objective of creating positive conversations online was reached and everyone – including celebrities, formed part of the conversation.
  13. 13. The outcome Though the main objective was to have #HIV, #AIDS, and #IAC trending on twitter, conversations did not lead to that. However, the hashtags were kept alive and there were on- going conversations surrounding the conference. One particular reason behind the failure to trend was because of the build-up towards the Olympics.
  14. 14. What could have worked? If your goal is to trend on Twitter, here are a few tips and suggestions: Utilize your brand Promote your Start and keep Hosing a tweet ambassadors to handle and the conversation chat for Q&A create a buzz. In hashtag on alive by @ the after the event this case, Alicia invitations, guests. Tweeting will allow non- Keys, Bill Gates banners and live updates from attendees to and Annie Lennox presentations. the event and interact with your should have displaying this on speakers and mentioned the screens at the other audience event. event will also members. motivate your audience.
  15. 15. BUT wait Although trending on Twitter will lead to a larger audience exposed to your brand or event, this should not be the only or main goal. Remember to also measure your success according to the interaction taking place on Twitter, new followers gained, transition of those followers into loyalists and insights gained into audience behaviour and opinions.
  16. 16. More Information We have all the data and analysis available that went into writing this case study. If you are interested in receiving this, please contact us on the details below. If you want to know what is being said online about your brand, then contact us on the details below and we will gladly set up a demo account for you. For more information on the International Aids Conference please visit www.aids2012.org

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