The document summarizes the results of a Twitter analysis conducted for the #loveisinmyblood campaign run by the Elton John AIDS Foundation. Key findings include: - The campaign was successful in raising awareness about HIV/AIDS on social media platforms like Twitter and Facebook. The hashtag and foundation's Twitter handle saw significant growth. - Countries with the highest Twitter usage and celebrity presence, as well as regions with high HIV prevalence, were identified as priority areas for the campaign. - Hashtag volume increased rapidly from just a few tweets per hour to over 1 tweet per minute. It trended in major cities around the world. - The foundation gained thousands of new Twitter followers, exceeding growth predictions. Sent

1. #LoveIsInMyBlood
ELTON JOHN AIDS FOUNDATION
CAMPAIGN TWITTER ANALYSIS
Chris Zimmerman & Kjeld Hansen

2. The Celebrity Packet

3. A Twitter Movement

4. #loveisinmyblood Campaign:
Mindjumpers partnership with CSSL
Mindjumpers' priorities for the EJAF:
● Raise Awareness
● Retweet Campaign
● Hashtag the Movement (the Well)
● AIDS (SIDA, HIV, VIH)
● Link to ejaf websites
● Include in every post: "Please share/retweet"
● Create momentum for an ongoing campaign for 2013

5. The #loveisinmyblood Campaign:
Mindjumpers partners with CSSL
Monday, February 11th:
- Introduction to campaign
- MJ ask for SM analysis from CSSL
Tue, February 12th:
- Gameplanning of the Campaign Timeline
- Offered to do post-analysis of Twitter and Facebook (and Instagram) activity
- Coordination between Mindjumpers with 5 CSSL team members
Wed, February 13th:
- Presented twitter tools (and training) to Mindjumpers
- Conceptualisation of Mindjumpers Dashboards
Thursday-Friday, February 14-15th:
- 10:00am Campaign Begins
- Twitter activity monitored and analysed from ITM
- Mindjumpers creating live content on behalf of the Elton John AIDS Foundation

6. #loveisinmyblood Campaign:
Mindjumpers partnership with CSSL
● Collaborative observation and
analysis with Mindjumpers
● Provided basic training with
social media tools to MJ
employees
● Helped conceptualise
observation and analysis in the
"War Room"
● Provided real-time statistics,
reporting and post-analysis

7. TOOLS
Pre-analysis, Raw Data and Alerts
FollowerWonk Crosswall, Mapping, KI, Follower Data
Twitter Counter Growth Predictions
SocialBro Timing Calendar
Socialbakers Macro Statistics
Tweet Archivist Logs and reports
Sodato Raw Data & Social Data Analysis
Quintly Facebook Backup Tracking & Metrics
If This Then That (IFTT) Recipe Celebrity-Hashtag Alerts
Topsy Comparisons & Daily Twitter Alerts
Nitrogram Daily Instagram Alerts

8. TOOLS
Live Campaign and Post-Analysis
Follow the Hashtag User/#-tag usage
Gramfeed Instagram Map & Monitoring
NodeXL Network Analysis
Sentiment140 Polarity & Monitoring
SocialBro Realtime Activity, Growth, Language
Topsy Pro Analytic Activity, Geography, Exposure
Trends Map Where Topics are Trending
Tweet Ping World Twitter Clock & Meter
Tweet Charts Buzz, Sentiment, Language, Photos
Tweet Reach Reach, Exposure, Top 50 Influencers

9. TOOLS
Purchased for Archiving & Real-time
SocialBro
● Dashboarding & Live Stats
● Key Influencer Targeteing
Topsy Analytics Pro
● Exposure Statistics
TweetArchivist - 20 Archives
● 14 Celebrities + 6 Keywords/Hashtags
● 19 x Three-day Accounts + 1 x Pro (ongoing)

10. Primary Focus
Areas of Inquiry & Analysis
Goal : Raising Awareness
How effective was the campaign at spreading
the message about HIV AIDS on both
Facebook and Twitter?
○ Magnitude of Message (#hashtag)
○ Growth of Foundation (@ejaflondon)
○ Volume of Aids Chatter
○ Sentiment of Aids Discussion

11. Special Reports
(for Pre/Post Analysis)
● CELEBRITIES : Which celebrities will gain
the most from their involvement? (14
Planned Celebrities with 29m followers and
38m fans)
● COUNTRIES : Is it possible to predict which
countries the outbreak will disseminate to, or
where to target the campaign message?

12. TWITTER REPORT
Contents:
● Country Targeting (Pre-Analysis)
● Aids Momentum
● Measuring The Foundation - @EJAF
● Monitoring the Hashtag - #LoveISInMyBlood
● Follower Analysis
● Celebrity After-Effects (Post Analysis)
● Instagram Spillover
● Celebrity Cross-World Analysis (Coming Soon)
● Sentiment Analysis (Coming Soon)

13. COUNTRIES FOR CAMPAIGNING

14. Celebrity & Twitter Countries
Celebrity Presence Twitter Usage
Combination of all 19 celebrity followers, sorted by country. Countries with the highest exposure to Twitter
Source : Topsy Pro

15. Estimated HIV Prevalence (UN 2011)

16. #aids
February 14th
February 15th
Source : TweetCharts

17. Influential Tweet Links for "Aids"
Source : Topsy Analytics - Free Version

18. "AIDS" "HIV" "SIDA" Mentions
Source : Topsy Analytics - Free Verison

19. @ejaflondon

20. @ejaflondon
● Averages 11 followers / day
● Prediction : 262 days to achieve 13,200
followers*
● Achieved 13,948 during launch
● 3,519 new followers (34% growth)
*according to TwitterCounter

21. Exposure Levels of the Campaign
Source : Topsy Analytics - Free Verison

22. Top Links
Source : Topsy Analytics - Free Verison

23. Following the Hashtag
Source: FollowTheHashtag

24. #hashtags monitored
#LoveIsInMyBlood
#LoveIsInYourBlood
#EJAF
#EltonJohnAIDSFoundation
#AIDS
#HIV
#AiWeiwei
#EltonJohn
#Blood
#SirEltonJohn
#EndAIDS

25. Volume of Tweets During Launch

26. Top 25 Posters

27. Admin #loveisinmyblood Tweets
tweet rate
(buzz)
How does a
hashtag go from
0-to-60
in 10 hours?
Source: FollowTheHashtag

28. Following the Hashtag

29. 10:00

30. 11:00

31. 12:00

32. 13:00

33. 14:00

34. 15:00

35. 16:00

36. 17:00

37. 19:00

38. 20:00

39. Buzz - #loveisinmyblood
Simple buzz rate of tweet
volume over time*
(Hubermann)
FollowTheHashtag Averages
0-to-20 Tweets / Hour

40. Buzz - #loveisinmyblood
TweetCharts Samples
Day 1 (9am to 10pm)
● 1 tw / hour (Morning)
● 1 tw / minute (Afternoon)
● 5 tw / hour (Evening)
Day 2 (8am to 6pm)
● 60 t/hr > 30 t/hr
*based on a rolling sample of 500 tweets using TweetCharts

41. The Outbreak - Trending on Twitter

42. 19:00 Sydney, Rio

43. 21:00 New York

44. 22:30 Chicago, Toronto, Mexico City

45. 9:00am L.A., Paris, Manchester

46. Top 10 Trending London (2:00pm)

47. Top 10 Trending UK (5:00pm)

48. #loveisinmyblood languages
Day 1 (Morning)
Spanish Minority > 15%
Day 1 (Evening)
Multilingual > 25%
Day 2 (Morning)
French Minority < 15%

50. Language Analysis

51. keywords monitored
“Love is in my blood” Blood
“Elton John AIDS “Elton John”
Foundation” “Sir Elton”
EJAF “Sir Elton John”
EJAF.com “AIDS free future”
AIDS ”“End AIDS”
HIV “Fight AIDS”
“Blood drop” “Ai Weiwei”
“Blood droplet” “Love is the cure”
“Drop of blood” “David Furnish”
“Droplet of blood” “Love is in our blood”
“Bloody finger” “Love is in the blood
“Blood print”
“Finger print”

52. Tweet Archive: Corresponding Topics

53. Tweet Archive: Word Associations

54. Impressions: #loveisinmyblood and
#loveisinyourblood
Gross Impressions: Shown 97,573,644 times in users'
timeline within time period

55. Impressions: #loveisinmyblood and
#loveisinyourblood for US and UK
Gross Impressions: Shown 87,139,393 times in users'
timeline within time period

56. Impressions: Elton
Gross Impressions: Shown 72,902,682 times in users'
timeline within time period

57. Impressions: Elton for US and UK
Gross Impressions: Shown 22,699,178 times in users'
timeline within time period

58. Impressions: Elton for World
Following countries had many impressions for Elton, which
did not necessarily include the hashtags
● Brazil: Times shown in users' timeline between
February 13th - 15th 2013: 3,847,979 times
● Venezuela: Times shown in users' timeline between
February 13th - 15th 2013: 28,528,273 times
● Spain: Times shown in users' timeline between
February 13th - 15th 2013: 2,437,982 times
● Mexico: Shown in users' timeline between February
13th - 15th 2013 4,220,006 times
● Argentina: Times shown in users' timeline between
February 13th - 15th 2013: 1,196,205 times

59. Impressions: Elton and EJAFs
Gross Impressions: Shown 144,917,916 in users' timeline
within time period

60. Impressions: Elton and EJAFs for
US and UK
Gross Impressions: Shown 86,215,839 in users' timeline
within time period

61. Elton, EJAFs, #loveisinmyblood, and
#loveisyourblood
Gross Impressions: Shown 242,091,560 in users' timeline
within time period.

62. Elton, EJAFs, #loveisinmyblood, and
#loveisyourblood for US and UK
Gross Impressions: 173,402,702 times shown in users'
timeline within time period

63. Impressions: Elton, EJAFs,
Hashtags, and Celebs
Gross Impressions: 977,296,206 times shown in users'
timeline within time period

64. Impressions: Elton, EJAFs,
Hashtags, and Celebs for US and UK
Gross Impressions: 737,002,550 times shown in users'
timeline within time period

65. usage of #loveisinmyblood tweets
40% of tweets had photos (or video)
85% Unique Tweets [84-86%]
85% Retweet rate [83-88%]
88% Used a @mention [86-91%]

66. Sentiment Analysis
Source : TweetMood

67. #loveisinmyblood

68. @ejaflondon

69. @EJAF FOLLOWERS

70. Network Analysis of a hashtag

71. Europe EJAF (Before)
liverpool (+2), ireland (+1), scotland (-1)

72. World EJAF (After)
texas (+2) , florida (-1), toronto (-3), washington (new)

73. Languages of ejaflondon's followers
● 156 new Spanish followers (previously 4.3%)
● Other also went up by 84 fans (.2%)
● 572 new English fans, but decreasing percentage of the whole.

74. Bio word cloud of @ejaflondon
TRENDS :
social media (+2) music lover (-2)
mother (+1) wife mother (+1) happily married (-3)
gay (+1) hivaids (+1)

75. Potential Exposure / Hour

76. Social Authority
Source : FollowerWonk

77. Key Influencer Targeting

78. Crossworld Analysis

79. CELEBRITIES

80. @handles monitored
PLANNED
UNPLANNED
@stephenfry
@edsheeran
@warne888
@emelisande
@elizabethhurley
@rugbybencohen
@jamieoliver
@annielennox
@flo_tweet
@officialadele
@aiww
@eminem
@eltonjohndotcom
@shakira
@paulocoelho
@georgetakei
NO-SHOW
@misskellyo
@jessiej
@larastone
@davidwalliams
ORGANIZATIONS
@4planb
@ejaflondon (now migrated to @ejaf)

81. Celeb Posting Timeline

82. IMPACT FROM CELEBRITIES

83. CELEBRITIES (all mentions)

84. Celebrity Endorsement
18 Twitter Celebrities 17% Real Growth*
35 Tweets Kelly Osborne 31%
68 Million Followers Adele 28%
22% Growth Elton John 410%
*more than avg daily increase, based on 80 day sample

85. Instagram Spillover
Instagram Photos
● 47,344 likes - (Teddy's) Ed Sheeran Photo*
● 3,576 likes - Emil Sande's Photo
● 1,281 likes - Lara Stone's Photo
● 72 combined likes for 20 EJAF photos
*Majority for 'Your blood' (99 vs 84 photos)

86. Sentiment Analysis
Coming Soon!

87. CELEBRITY
Cross-World Analysis
Coming Soon!

88. Chris Zimmerman
Copenhagen Business School
cz.itm@cbs.dk
@socialbeit
Kjeld Hansen
IT University of Denmark
ksth@itu.dk
@kjeldsh