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Online Reputation Management
The State of the Nation Address
The Hard Truth

 Companies are no longer exclusively in control of their brand
                         messages.
Consumers control how your brands are being perceived online.
 They’re not sold on one-way advertising messages anymore.
Digital Gives Us




       Google Analytics.
       Facebook Insights.
       Twitter & Facebook growth.
We give you

              But do you know:
               What trends are influencing
                consumers?
               What do they really want?
               What are their complaints?
               Are your campaigns reaching
                them?
               Are you speaking their
                language?
               Are your products and services
                meeting their needs?
               Who is your ACTUAL audience?
               How are your messages being
                perceived?
               Who are your brand
                ambassadors?
Resource Management

                       Developers               Digital
                                                                      Are offline touch
        PR Agency                                                      points aligning.
                                                                          Staff, etc.




   Content
   Manager                           Brand                                     Ad Agency
                                    Objective



        Other media.                                                         Social Media
        e.g. outdoor                                                            Policy



 Is everything working/working together                  Marketing
                                                          Schedule
  as it should?
 Do you need to allocate more of
  your attention/budget to something?
Real Life Examples

  We mine insights from your audience.
    Not tracking what they’re saying, just seems silly….

Consumers discuss purchase decisions with each
other, they recommend products and discourage friends from
       making decisions they had bad experiences with.



Some insights we picked up on:
SONA 2013
Reporting and analysis
Online buzz
              President Jacob Zuma delivered his fifth State of
              the Nation Address (SONA), in which he restated
                       government’s broadband goal.

                              3 597
                 comments were posted about SONA
                     online before the event.

              Q: you looking forward to the state of the
                           nation address:

                     26.19% said yes, of course
                       71.42% said not really
                 2.38% said “what is the state of the
                           nation address.

                              6 528
                 comments were posted about SONA
                     online after the speech.

                 Overall, 10 125 people spoke about
                               SONA.
Brand Reach


R463.69            R2 810 027         140 501 35
brand reach        earned media   impressions generated
Reputation Score
                                    Conversations took place on the most of days of the

  2.16/5.0                                           reporting period.
                               Majority of the coverage was about the president rather than the speech “If I
                               had 10 wives I'd also avoid valentines day with a state of the nation address.”
                                And mostly people posted a remind “President Jacob Zuma will present the
average reputation                                      State of the Nation Address.”




        Reputation Score: How well the brand is perceived online (sentiment + credibility)
Social Media Presence


 Twitter was the most popular platform used to
   discuss the state of the nation address. This
because Twitter gives an immediate pulse on news
 and events, and what people are talking about,
          often before any news outlet.

8 301 comments were posted on Twitter followed
       by Facebook with 1 824 comments.
Trending
Trending topics:
 President Zuma invites u 2 send comments on the State of the Nation Address #SONA.
 State of the Nation address to cost R6.8 million rand.
 State of the Nation should tackle rape.
 Help Zuma with his State of the Nation speech.
 Off Topic: Our President is a Mafia, Msholozi has 4 wives and somehow State of the Nation
    Address ended up being on Valentine's Day.
 The State of the Nation Address is at 7pm on Valentine's Day.
 President Zuma's State of the Nation ignores South Africa's electricity crisis.
 We all know what is the state of the nation. We are spending R7m for our Jacob of Nkandla to
    insult our intelligence.




               Majority of the coverage focused more on Zuma that the actual speech.
Trending

Popular Hash tags:
#SONA2013
#SONA
#Zuma
#TipsforZuma
#RoadtoSona
#Msholozi
#crime
#state of nation
#StopRape
#TNZBizBrief
#wellplayedMrPresident
#presidency
#AneneBooysen
#stopViolence
#HappyValetine
#Iblameapartheidfor
Some of the comments
Trending

What was on peoples minds:           Employment



  Crime &
  Corruption
                                                  Education




                         Valentines Day
Volume and Sentiment



   The Positive                                  The Neutral                                   The Negative
“State of the nation build up...                                                              Speech was boring.
   The method was skillfuly                   What did everyone think of
           excellent.”                         the State of the nation
                                                                                       ‘I think for Zuma's State of the
                                                      address?
                                                                                       Nation Address, he can start by
  “Anele's show State of the                                                           apologizing for the state of our
Nation on SABC 1 kinda brings                 Already looking forward to
                                                                                                    nation.’
   back joyful memories of                    next week's Debate on the
   actually being inside the                State of the Nation Address &
                                                                                        Zuma speech low on details.
Parliament in Cape Town last                      the Reply thereof.
             year.”                                                                    “How can you deliver a state of
                                                                                         the nation Address if half t
                                              The one question that is on
  State of the nation: South                                                            country is Homeless. Its like
                                               everybody's mind, about
Africa, through the eyes of its                                                        enviting me to yr party but not
                                             tonight's State Of The Nation
            citizens.                                                                         saying were it is.”
                                              Address, is "Who will Helen
                                                  Zille be wearing?"
 “so looking forward to the                                                             State of the Nation address to
#state of the nation address.”                                                                 cost R6.8 million

 Majority of the comments was mockery about “Zuma intentionally planned for the State of The Nation
       Address to be on Valentines Day just so that he can avoid taking his wives out for dinner.”
Top Tweeters


@Anele, was one of the top tweeters with 16 tweets generating a brand reach of
R20 328.

@TheOnion tweet generated a brand reach of R919 646.2.

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The State of the Nation Address

  • 3. The Hard Truth Companies are no longer exclusively in control of their brand messages. Consumers control how your brands are being perceived online. They’re not sold on one-way advertising messages anymore.
  • 4. Digital Gives Us  Google Analytics.  Facebook Insights.  Twitter & Facebook growth.
  • 5. We give you But do you know:  What trends are influencing consumers?  What do they really want?  What are their complaints?  Are your campaigns reaching them?  Are you speaking their language?  Are your products and services meeting their needs?  Who is your ACTUAL audience?  How are your messages being perceived?  Who are your brand ambassadors?
  • 6. Resource Management Developers Digital Are offline touch PR Agency points aligning. Staff, etc. Content Manager Brand Ad Agency Objective Other media. Social Media e.g. outdoor Policy  Is everything working/working together Marketing Schedule as it should?  Do you need to allocate more of your attention/budget to something?
  • 7. Real Life Examples We mine insights from your audience. Not tracking what they’re saying, just seems silly…. Consumers discuss purchase decisions with each other, they recommend products and discourage friends from making decisions they had bad experiences with. Some insights we picked up on:
  • 9. Online buzz President Jacob Zuma delivered his fifth State of the Nation Address (SONA), in which he restated government’s broadband goal. 3 597 comments were posted about SONA online before the event. Q: you looking forward to the state of the nation address: 26.19% said yes, of course 71.42% said not really 2.38% said “what is the state of the nation address. 6 528 comments were posted about SONA online after the speech. Overall, 10 125 people spoke about SONA.
  • 10. Brand Reach R463.69 R2 810 027 140 501 35 brand reach earned media impressions generated
  • 11. Reputation Score Conversations took place on the most of days of the 2.16/5.0 reporting period. Majority of the coverage was about the president rather than the speech “If I had 10 wives I'd also avoid valentines day with a state of the nation address.” And mostly people posted a remind “President Jacob Zuma will present the average reputation State of the Nation Address.” Reputation Score: How well the brand is perceived online (sentiment + credibility)
  • 12. Social Media Presence Twitter was the most popular platform used to discuss the state of the nation address. This because Twitter gives an immediate pulse on news and events, and what people are talking about, often before any news outlet. 8 301 comments were posted on Twitter followed by Facebook with 1 824 comments.
  • 13. Trending Trending topics:  President Zuma invites u 2 send comments on the State of the Nation Address #SONA.  State of the Nation address to cost R6.8 million rand.  State of the Nation should tackle rape.  Help Zuma with his State of the Nation speech.  Off Topic: Our President is a Mafia, Msholozi has 4 wives and somehow State of the Nation Address ended up being on Valentine's Day.  The State of the Nation Address is at 7pm on Valentine's Day.  President Zuma's State of the Nation ignores South Africa's electricity crisis.  We all know what is the state of the nation. We are spending R7m for our Jacob of Nkandla to insult our intelligence. Majority of the coverage focused more on Zuma that the actual speech.
  • 14. Trending Popular Hash tags: #SONA2013 #SONA #Zuma #TipsforZuma #RoadtoSona #Msholozi #crime #state of nation #StopRape #TNZBizBrief #wellplayedMrPresident #presidency #AneneBooysen #stopViolence #HappyValetine #Iblameapartheidfor
  • 15. Some of the comments
  • 16. Trending What was on peoples minds: Employment Crime & Corruption Education Valentines Day
  • 17. Volume and Sentiment The Positive The Neutral The Negative “State of the nation build up... Speech was boring. The method was skillfuly What did everyone think of excellent.” the State of the nation ‘I think for Zuma's State of the address? Nation Address, he can start by “Anele's show State of the apologizing for the state of our Nation on SABC 1 kinda brings Already looking forward to nation.’ back joyful memories of next week's Debate on the actually being inside the State of the Nation Address & Zuma speech low on details. Parliament in Cape Town last the Reply thereof. year.” “How can you deliver a state of the nation Address if half t The one question that is on State of the nation: South country is Homeless. Its like everybody's mind, about Africa, through the eyes of its enviting me to yr party but not tonight's State Of The Nation citizens. saying were it is.” Address, is "Who will Helen Zille be wearing?" “so looking forward to the State of the Nation address to #state of the nation address.” cost R6.8 million Majority of the comments was mockery about “Zuma intentionally planned for the State of The Nation Address to be on Valentines Day just so that he can avoid taking his wives out for dinner.”
  • 18. Top Tweeters @Anele, was one of the top tweeters with 16 tweets generating a brand reach of R20 328. @TheOnion tweet generated a brand reach of R919 646.2.