This case study analyzes a celebrity dinner party event held at The Zone @ Rosebank in South Africa from April 17-26, 2012. Twelve celebrities participated in hosting dinner parties at various restaurants to raise money for their favorite charities. The celebrity who received the most social media votes would win a R5000 donation. Conversation about the event took place on social media, reaching over 2 million people. Analysis found mostly positive comments about celebrities supporting charities. Top social media influencers like @Bonang_M reached large audiences. While the event generated buzz online, more emphasis could have been placed on promoting the charities.

1. The Zone
Gourmet Gallivant
Celebrity Dinner
Party
Case study
Reporting period:
17 April – 26 April 2012
Author- Aanisah Peck

2. Formalities
All data within this report was gathered via saidWot.
It is based on the English comments and comments from
South Africa only.
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

3. The story
Twelve celebs and media personalities participated in
a challenge on hosting the best dinner party at various
restaurants at The Zone @ Rosebank, all in
contribution to donating to charity. The celeb who
receives the most votes from Facebook and re-tweets
from Twitter will be the winner of a R5000 donation to
their favorite charity.

4. Where did the conversation take place
Conversation of the event took
place mostly on social media
Mentions were posted
Mentions were posted

5. Brand Reach
• Overall, about 2 344 189 people in the country saw comments
about the event during the reporting period
• The number of positive mentions alone reached 5 859 people in
total.

6. Reputation
Overall reputation 3.11
Event took place which caused a high
(Good from a reputation
influx of positive mentions
perspective)

7. Comments received
Positive: 157 | Neutral:345
Negative: 0
Majority of the positive mentions that came in were about the celebrities
supporting the charities .

8. Who was talking
@Bonang_M was the top Tweeter
and reached 191,668 people.
@Kuliroberts tweeted 8 times but
reached a smaller audience
@leratommoloi tweeted 49 times
and reached 7659 people

9. Social Media Influencers
Majority of the individuals speaking about the brand have a low number of
followers and fans.
48% of fans had more than 500 followers ,in a South
African context, this is quite high and thus great for
the brand

10. What was said

11. What was said

12. The Audience

13. Restaurants
Restaurant that participated in hosting the event:

14. Restaurants mentioned
Restaurants mentioned in relation to the event on social
media:
Twitter profiles that
were used to mention
the event:
@LiquidChefs_SA &
@MikeKitchenSA

15. Statistics
The keywords tracked during the reporting period:
•#GourmetZone
•The Zone Gourmet Gallivant
Hashtag used for the event :
•#GourmetZone
Voting polls used to determine the winner :
•Facebook polls
•Twitter retweets with the celeb name and hashtag used during the event

16. So What?
•With 506 comments posted in just 9 days and a large number of individuals reached, the
event and brand’s social media presence and reputation improved.
• A high number of positive and neutral mentions proved that the event was popular as
well.
•Social media profiles were updated regularly. The Hastag #GourmetZone also became a
trending topic on twitter the night of the event, further proving the power of social
media in generating awareness.
•The online communication however should have placed more emphasis on the charities,
as few individuals realised the purpose of the event. Only 11.4% of the tweets mentioned
the various charities.

17. More information
All information for Gourmet Gallivant was gathered via our own ORM tool, saidWot.
For more information, please visit
http://www.thezoneatrosebank.co.za/gourmet_gallivant.htm
For more case studies, please visit http://www.slideshare.net/saidWot
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