The campaign received over 800 online conversations that were mostly positive. 89% of conversations were from consumers on Twitter and 99.8% of conversations were positive. The campaign generated an estimated advertising value of R270,973.83. BobForGood has maintained a very positive online reputation that has improved throughout the campaign. Sentiment was almost entirely positive which helped set an increasingly positive social norm over time to sustain momentum. Media coverage was effective across various forms of media including press, consumers, and enterprises.

1. t BobsForGood

2. General Insights: The campaign received 868 online conversations 23.846 of the conversation from Twitter 89% of conversation was Consumer driven 99.885% of the conversation was positive 4.72% of the websites linked back to Bobsforgood.co.za Brand momentum: 108 daily mentions per day Campaign Value: R270 973.83 (AVE)

3. BobForGood Reputation

4. Reputation Insights: BobForGood has a very positive online reputation. As the campaign progressed the reputation has continued to improve Spike in conversation the 19 th February related to the launch of the campaign Spike on the 24 th related to the Argus Cycle challenge Volume of conversation rose quickly but has been tapering off at an average of 15.72% per day

5. Sentiment Distribution

6. Sentiment Insights: Almost zero negative mentions Strong emotional response in 70.7% of the mentions Remaining 29.23% discussing campaign positively This demonstrates the communities willingness to support an NPO in their personal capacity Given that there was zero negativity an increasingly positive social norm was set – hence the increasingly positive conversation online. This will assist in sustaining momentum.

7. Credibility Distribution

8. Credibility Insights: Broad distribution of influence of authors Slightly skewed towards “unknown” but some authoritative authors do also comment Reach per author was slightly lower than is typical for most South African brands although the difference is not significant.

9. Media Distribution

10. Media Insights: Highly skewed towards Consumer conversation Considerable discussion within the Press From a public relations perspective the campaign was very effective and permeated all forms of media (Press, Consumer and Enterprise) effectively

11. Credible Press source

12. Credible Consumer sources

13. Domain Distribution

14. Domain Insights: 71.57% of the conversation was highly fragmented (i.e. only one or two mentions about the campaign per site) Twitter occupied largest percentage (23.84% and was therefore removed from this graph to demonstrate off-Twitter conversation) Bob Skinstad web properties did well to communicate the campaign itself Press coverage was strong

15. Trends diagram

16. Additional information For further information please contact Tim Shier on [email_address] or +27 21 462 7353