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Social	Media	Report	-	April	11,	2016	-	May	3,	2016	
Social Media Analysis of the Giants Club
Summit and Ivory Burn in April 2016
Ivory	Burn	 2	
KEY	FINDINGS	
Findings	
Online	Conversation	
•  130,573 online posts were captured in relation to the Giants Club Summit and the ivory burn during the study period. They
reached an estimated 178 million users online, although only 25% of posts were original content. While Twitter was the
most popular channel overall, posts made on Instagram during the ivory burn received the highest engagement score.
•  The ivory burn on April 30, 2016 was the dominant theme with 109,904 posts marked #worthmorealive, whereas the
Giants Club Summit received much less coverage with only 3,018 posts marked #giantsclub.
•  Users overwhelmingly supported the burn and very few posts provided opposing views. Some posts stated that the ivory
should be sold or immediately crushed after being confiscated. These views were sometimes expressed in op-eds which
were reposted on social media. There was also scant debate on the reasons Botswana opposed the burn and chose not to
attend it while they did attend the Giants Club Summit.	
	
Government	of	Kenya	Outreach	
•  President Uhuru Kenyatta was mentioned frequently in posts, especially in news stories, though his name typically was not
denoted by a mention or hashtag. Though he has around 1.4 million followers on Twitter, only six of his tweets on the topic
were captured and he was rarely engaged by social media users.
•  The Kenya Wildlife Service was very active in terms of content generation and reaching a large online audience. It was a top
poster on Twitter and had the highest number of updates on Instagram. @kwskenya was used 21,310 times which indicates
a good level of engagement.
•  Prof. Judi Wakhungu, the Cabinet Secretary for the Ministry of Environment, Natural Resources and Regional Development
Authorities, was also active on social media and reached an estimated 2.3 million users. @judiwakhungu was used 2,012
times.
	
The ivory burn was a huge success in terms of creating awareness and reaching a large audience in the online space. The #lightafire conversation on April
23 was important in terms of engaging the audience and setting expectations for the ivory burn the following week. The inaugural Giants Club Summit,
however, received much less attention. Overall, these events were linked to the conservation effort and were not seen as political events.
Ivory	Burn	 3	
KEY	FINDINGS	
Findings	
Inclusiveness	of	Conversation	
•  The first ivory burn occurred in Kenya in 1989 and the burn in April 2016 was very much a Kenyan affair. Almost 30% of all
posts originated in Kenya while other member countries of the Giants Club were pretty much silent. The rest of Africa was
also not engaged in the conversation about the ivory burn.
•  Other important countries included the U.S. and UK while a large number of users did not indicate their location.
•  Asians rarely engaged on the topic although Chinese news channels such as CCTV, Xinhua and The People’s Daily reached
large audiences.
	
Influencers	
•  When only assessing the frequency of Twitter updates, Kenya based organizations and individuals excelled. This is
especially true for those linked to conservation such as the KWS, Wildlife Direct, Dr. Paula Kahumbu, the David Sheldrick
Wildlife Trust, or the AWF. In addition, the U.S. Embassy to Kenya and its ambassador Bob Godec were prolific on Twitter.
•  However, the influencers above lacked a large followership when compared to global influencers. Large news
organizations, including Chinese ones, were obviously influential. But so was the United Nations, the National Geographic
magazine and models/actresses such as Doutzen Kroes, Elizabeth Hurley, Lupita Nyong’o and Imam. Although these
influencers did not post much compared to their Kenyan counterparts, they had a large reach and people engaged with
their content.
•  Several social media users reposted op-eds printed in newspapers in order to extent their reach. This includes pieces by
Helen Clark (UNDP), Alex Rhodes (Stop Ivory), and Dr. Paula Kahumbu (Wildlife Direct).
While conservation affects everybody, attention was greatest in Kenya and in the U.S. and UK, countries from which many tourist visit Kenya. Having a large
base of followers was key to promoting the ivory burn globally. This is where Kenya based users received assistance from internationally well-known
influencers.
Ivory	Burn	
130k	
Negative	:	4.87%	 Neutral	:	78.23%	 Mixed	:	0.14%	 Positive	:	16.75%	
Blog	:	0.11%	 Dailymotion	:	0.01%	 Youtube	:	0.06%	
Website	:	1.53%	 Forum	:	0.03%	 Twitter	:	92.46%	
Media	:	0.75%	 Instagram	:	3.26%	 Gplus	:	0.03%	
Facebook	:	1.75%	
4	
There were a total of 130,573 posts made during the survey period which includes retweets. An estimated 178 million online users were exposed to posts
when they were published.
OVERVIEW	
Listening	
Platforms	Distribution	over	Time	
Female	:	47.38%	 Male	:	52.62%	
Sentiment	
	#ELEPHANTS(8291)		@USEMBASSYKENYA(4384)		@BOBGODEC(6149)		@AWF_OFFICIAL(4781)		#RHINOS(3697)		
@DSWT(8573)		@JUDIWAKHUNGU(3462)		#WORTHMOREALIVE(116661)		
@MIN_TOURISMKE(2467)		#IVORY(4792)		#IVORYBURN(2627)		#STOPTHETRADE(2475)		@SMRITIVIDYARTHI(4674)		
#LIGHTAFIRE(36912)		@KWSKENYA(30277)		@WILDAID(4194)		#WILDLIFE(3306)		
#TWEET4ELEPHANTS(16995)		@WILDLIFEDIRECT(3609)		@PAULAKAHUMBU(12002)		
Most	recurring	Keywords	
0	
10000	
20000	
30000	
40000	
+32K	%	
Author's	Gender	
Based	on	74340	posts	(total	:	130573	posts)	
KPIs
Ivory	Burn	
Thai	:	0.12%	 German	:	0.15%	 Spanish	:	1.18%	
English	:	94.42%	 Others	:	4.13%	
5	
Almost all posts were made in English and the top countries, apart from Kenya, are active donors for conservation.
OVERVIEW	(continued)	
Listening	
Languages	Top	Countries	
Based	on	41738	posts	(total	:	130573	posts)	
24193	
1555	 1086	 1052	 603	
Nairobi London Nakuru New York Washington
Top	Cities	
37469	
17132	
7179	
1937	
1867	
Kenya
United States of
America
United Kingdom
Canada
South Africa
KPIs
Ivory	Burn	 6	
Listening	
+40K	%	178m	
Estimated	Reach	
+47K	%	2.15b	
Impressions	
+32K	%	130k	
Volume	
Twitter was the dominant social media platform and it accounted for 93% of all posts. Volumes picked up after the April 23 #lightafire event and peaked on
April 30. Posts quickly abated but some updates are still coming about the burning ivory pyres.
PLATFORM	DISTRIBUTION	
0	
5000	
10000	
15000	
20000	
25000	
30000	
35000	
40000	
45000	
Facebook	 Twitter	 Instagram	 Sinaweibo	 Google+	 Youtube	 Dailymotion	
Blog	 Website	 Media	 Offline	Press	 Forum	 Reviews	 Comments	
Ivory	
burn	
Online	
event
Ivory	Burn	
CONVERSATION	CLUSTERS	
Analysis	
7	
The majority of the online conversation focused on the ivory burn itself, as opposed to the Giants Club Summit or broader themes related to conservation.
Ivory	Burn	
TOP	HASHTAGS	AND	MENTIONS	
Analysis	
8	
#worthmorealive was used in 109,904 posts and clearly was well known globally. #lightafire promoted an online conversation held on April 23 and was
used in 21,356 posts. @kwskenya received mentions in 21,310 posts and was followed by @paulakahumbu who was referenced in 6,226 posts.
Ivory	Burn	
TOP	POSITIVE	POSTS	(by	estimated	reach)	
Analysis	
9	
The top two positive tweets had a U.S. connection by being sent by a U.S. conservation organization and being retweeted by a U.S. actor. The ones with the
next highest reach were sent by NTV Kenya and referenced e.g. President Kenyatta, Deputy President Ruto, President Bongo from Gabon and
conservationist Dr. Paula Kahumbu.
Ivory	Burn	
TOP	NEGATIVE	POSTS	(by	estimated	reach)	
Analysis	
10	
Negative posts largely opposed the ivory burn though contrary views were fairly few.
Ivory	Burn	
USE	OF	VISUALS	
Analysis	
11	
Not surprisingly, Instagram usage spiked on April 30 and many posts were made on it in the following days. National Geographic was influential in terms of
its estimated reach and engagement with users, as was the David Sheldrick Wildlife Trust, Doutzen Kroes, Lupita Nyong’o, and Elizabeth Hurley. Youtube
was not widely used even though the channel lent itself to the Giants Club Summit and ivory burn.
Ivory	Burn	
GEOGRAPHIC	DISTRIBUTION	OF	CONVERSATION	
Analysis	
12	
Kenya	 Botswana	 Gabon	 Uganda	
#	of	posts	and	reposts	 37,055	 66	 26	 459	
Impressions	 791,862,753	 44,121	 91,735	 5,113,06
7	
Estimated	Reach	 62,646,823	 3,479	 7,335	 405,474	
China	 Hong	Kong	 Vietnam	
#	of	posts	and	reposts	 119	 271	 14	
Impressions	 72,107,582	 1,715,252	 9,241	
Estimated	Reach	 5,063,198	 131,656	 737	
Rest	of	Africa	 US	 UK	
#	of	posts	and	reposts	 5,592	 16,628	 7,012	
Impressions	 40,094,480	 369,261,693	 104,013,180	
Estimated	Reach	 3,145,933	 30,091,231	 8,535,490	
130,573 posts were analyzed according to the named location of a user. The breakdown of select posts is as follows: Kenya – 29%, U.S. – 13%, UK – 5%,
Rest of Africa – 4%, Unknown – 35%. The number of posts originating from Asia was very small and accounted for less than 1% of the total.
Ivory	Burn	
TOP	POSTS	(by	engagement	score)	
Analysis	
13	
Content created by the KWS and the David Sheldrick Wildlife Trust was very much liked by users. The same is true for posts by Lupita Nyong’o who was an
important ambassador.
Ivory	Burn	
TOP	POSTS	(by	estimated	reach)	
Analysis	
14	
It is not surprising to see news organization having a great reach and this includes Chinese ones which reported widely on the ivory burn.
Ivory	Burn	
TOP	TWEETS	(by	engagement	score)	
Analysis	
15	
Ivory Ella, an online clothes store affiliated with Save the Elephants, had the highest engagement score on Twitter. They only sent three tweets but each
reached an estimated 50,000 users. Ibrahim Thiaw, the UNEP Deputy Executive Director, only sent two tweets about the ivory burn but they were also very
liked.
Ivory	Burn	
TOP	TWEETS	(by	estimated	reach)	
Analysis	
16	
U.S. and UK based news organizations had the greatest reach, but the China based Xinhua also covered the ivory burn.
Ivory	Burn	
TWITTER	INFLUENCERS	
Influencers	
17	
Rank	 Account	 Tweets	 Followers	
1	 IG|@USEmbassyNairobi	(@USEmbassyKenya)	 	705		 	140,264		
2	 Evelyne	Gathoni	(@EvelyneGathoni)	 	546		 	396		
3	 Denise	O'Toole	(@DotooleO)	 	540		 	985		
4	 Baby	J	(@2njeri)	 	517		 	1,249		
5	 wildlifedirect	(@wildlifedirect)	 	445		 	12,788		
6	 Kenya	Wildlife	(@kwskenya)	 	427		 	89,871		
7	 Ravi	(@RavS82)	 	399		 	1,973		
8	 Dr.	Paula	Kahumbu	(@paulakahumbu)	 	381		 	85,228		
9	 Ali	Van	Zee	(@alikat747)	 	352		 	5,347		
10	 Tembea	Africa	(@TembeaAfrica)	 	330		 	808		
11	 #EndTribalismNow	(@Eddiejimmy)	 	306		 	1,887		
12	 SeaDolphinLover	(@SeaDolphinLove1)	 	303		 	616		
13	 Justus	Tharao	(@justustharao)	 	301		 	8,002		
14	 #WildlifeWarrior	(@ontita_vincent)	 	297		 	537		
15	 Ambassador	Bob	Godec	(@BobGodec)	 	284		 	29,883		
16	 AWF	(@AWF_Official)	 	270		 	40,576		
17	 Rebecca	W.	Ellison	(@Weslie19)	 	270		 	1,236		
18	 Ken	Gitau	(@GitauKE)	 	263		 	612		
19	 Smriti	Vidyarthi	(@SmritiVidyarthi)	 	259		 	214,712		
20	 Harry	Voo	(@HarryVoo123)	 	255		 	162		
21	 Charliealpha011	(@charliealpha011)	 	253		 	1,439		
22	 Paul	Udoto	(@pauludoto)	 	229		 	7,099		
23	 KBCChannel1	(@KBCChannel1)	 	212		 	85,280		
24	 Digital	Humanitarian	(@PhilipOgola)	 	201		 	37,137		
25	 Ollivier	Yves	(@ollivier_yves)	 	199		 	357		
26	 nonvlinders	(@Nonvlinders)	 	188		 	609		
27	 Dawn	Scholes	(@DawnScholes)	 	186		 	105		
28	 Donna	Sudbury	(@Seagypsy40)	 	180		 	931		
29	 Parth	Padia	(@ItsPadia)	 	174		 	10		
30	 Little	dragon	(@Mosioatunya11)	 	170		 	65		
Ranked	by	#	of	Tweets	
Rank	 Account	 Tweets	 Followers	
1	 Twitter	(@twitter)	 1	 	54,546,747		
2	 BBC	News	(World)	(@BBCWorld)	 3	 	14,150,559		
3	 National	Geographic	(@NatGeo)	 1	 	11,407,656		
4	 TIME.com	(@TIME)	 1	 	10,441,978		
5	 The	Associated	Press	(@AP)	 1	 	7,482,890		
6	 Washington	Post	(@washingtonpost)	 2	 	6,362,670		
7	 The	Guardian	(@guardian)	 2	 	5,518,860		
8	 CBS	News	(@CBSNews)	 1	 	4,447,767		
9	 China	Xinhua	News	(@XHNews)	 3	 	3,937,979		
10	 Lonely	Planet	(@lonelyplanet)	 1	 	3,421,254		
11	 Sky	News	(@SkyNews)	 2	 	3,244,757		
12	 Bloomberg	(@business)	 2	 	3,126,193		
13	 norman	reedus	(@wwwbigbaldhead)	 1	 	2,754,097		
14	 Department	of	State	(@StateDept)	 1	 	2,607,561		
15	 JARED	LETO	(@JaredLeto)	 1	 	2,233,543		
16	 FRANCE	24	(@FRANCE24)	 1	 	2,227,729		
17	 WWF	(@WWF)	 1	 	2,134,213		
18	 Nat	Geo	Photography	(@NatGeoPhotos)	 1	 	1,938,334		
19	 The	Independent	(@Independent)	 6	 	1,906,169		
20	 Agence	France-Presse	(@afpfr)	 1	 	1,872,352		
21	 The	Indian	Express	(@IndianExpress)	 1	 	1,730,425		
22	 Daily	Mail	Online	(@MailOnline)	 2	 	1,637,219		
23	 Uhuru	Kenyatta	(@UKenyatta)	 6	 	1,426,909		
24	 banksy	(@thereaIbanksy)	 1	 	1,411,634		
25	 CLAUDIA	BAHAMON	(@CLAUDIABAHAMON)	 3	 	1,365,116		
26	 Scientific	American	(@sciam)	 1	 	1,341,090		
27	 Bear	Grylls	(@BearGrylls)	 1	 	1,278,551		
28	 BBC	Africa	(@BBCAfrica)	 1	 	1,247,654		
29	 dna	(@dna)	 1	 	1,167,005		
30	 NTV	Kenya	(@ntvkenya)	 92	 	1,139,386		
Ranked	by	#	of	Followers	
The bolded users below are based in Kenya. Conservationist in Kenya posted frequent tweets, together with the U.S. Embassy and the U.S. Ambassador to
Kenya. Users based abroad, however, had the most followers and included some interesting influencers such as Jared Leto, Bansky and Claudia Bahamon
who is a WWF Ambassador.
Ivory	Burn	
FACEBOOK	INFLUENCERS	
Influencers	
18	
Rank	 Account	 Posts	 Fans	
1	 Kenyans	United	Against	Poaching	-	KUAPO	 	83		 	8,221		
2	 Kenya	Wildlife	Service	 	82		 	115,885		
3	 NTV	Kenya	 	53		 	2,181,276		
4	 Africa	Leadership	Dialogues	 	51		 	11,364		
5	 Welcome	to	the	Machine	 	41		 	3,716		
6	 WAR	-	Wildlife	At	Risk	International	 	40		 	21,441		
7	 Elephant	Champion	 	39		 	4,049		
8	 Trending	 	33		 	3,685		
9	 The	Laikipian	 	30		 	8,807		
10	 Ebru	TV	Kenya	 	26		 	52,592		
11	 WildAid	 	19		 	112,051		
12	 WildiZe	Foundation	 	18		 	2,485		
13	 The	Ol	Pejeta	Conservancy	 	17		 	61,542		
14	 African	Wildlife	Foundation	 	15		 	906,468		
15	 Stejos	Tours	and	Travels	 	15		 	9,537		
16	 Photography	for	Conservation	-	Sushil	Chauhan	 	14		 	4,438		
17	 Forever	Trunks	 	14		 	2,629		
18	 Space	for	Giants	 	13		 	8,420		
19	 The	Perfect	World	Foundation	 	12		 	159,331		
20	 Amboseli	Trust	for	Elephants	 	11		 	189,678		
21	 Natural	Habitat	Adventures	 	10		 	26,596		
22	 Connection	Africa	 	10		 	2,869		
23	 Ministry	of	Tourism	-	Kenya	 	10		 	11,353		
24	 International	Fund	for	Animal	Welfare	-	IFAW	 	9		 	540,173		
25	 MagicalKenya	 	9		 	74,364		
26	 The	David	Sheldrick	Wildlife	Trust	 	9		 	460,099		
27	 Watamu	Marine	Association	 	9		 	14,072		
28	 East	Africa	Destination	 	9		 	58,346		
29	 Global	March	for	Elephants	and	Rhinos	 	9		 	37,422		
30	 International	Fund	for	Animal	Welfare	-	IFAW	 	8		 	540,309		
Ranked	by	#	of	Posts	
Rank	 Account	 Posts	 Fans	
1	 National	Geographic	Channel	 1	 	56,184,215		
2	 National	Geographic	 1	 	40,256,702		
3	 CCTV	 1	 	25,329,437		
4	 CCTVNews	 1	 	23,469,492		
5	 People's	Daily,	China	 1	 	18,273,120		
6	 The	New	York	Times	 1	 	11,146,743		
7	 The	Huffington	Post	 4	 	7,010,195		
8	 China	Daily	 2	 	5,331,657		
9	 China	Xinhua	News	 3	 	5,254,491		
10	 VICE	 1	 	5,144,156		
11	 Sky	News	 1	 	5,106,889		
12	 The	Logical	Indian	 1	 	4,987,470		
13	 Total	 4	 	4,928,331		
14	 The	Independent	 2	 	4,196,906		
15	 Washington	Post	 1	 	4,048,884		
16	 Daily	Mail	 1	 	3,885,293		
17	 Indian	Express	 2	 	3,606,852		
18	 New	Scientist	 1	 	3,062,710		
19	 Wildcat	Sanctuary	 1	 	2,921,034		
20	 The	Dodo	 1	 	2,768,843		
21	 Lupita	Nyong'o	 2	 	2,678,799		
22	 Clickittefaq.com	 1	 	2,548,042		
23	 Scientific	American	magazine	 2	 	2,546,809		
24	 BBC	Africa	 1	 	2,532,579		
25	 U.S.	State	Department	-	OES	 1	 	2,415,114		
26	 Ashley	Salazar	 2	 	2,357,169		
27	 Citizen	TV	Kenya	 4	 	2,309,520		
28	 KTN	Kenya	 3	 	2,249,209		
29	 NTV	Kenya	 53	 	2,172,919		
30	 Daniel	"Churchill"	Ndambuki	 1	 	1,896,003		
Ranked	by	#	of	Fans	
The bolded users below are based in Kenya and were the most avid content generators. However, foreign organizations had a greater number of fans.
Ivory	Burn	
INSTAGRAM	INFLUENCERS	
Influencers	
19	
Rank	 Account	 Posts	 Followers	
1	 KWS	(@kenyawildlifeservice)	 55	 n/a	
2	 PiktureMaker	(@dp4k.m)	 39	 	25,646		
3	 Michele	(@shellyab32)	 31	 	5,088		
4	 Christy	Lee	(@christylee787)	 27	 	38,931		
5	 	(@jess__babie)	 25	 	1,145		
6	 Julie	Gichuru	(@juliegichuru)	 25	 	83,634		
7	 jane	e	michaelides	smith	(@kianzabe_designs)	 24	 	638		
8	 Ina	(@inajordanart)	 24	 	258		
9	 WildAid	(@wildaid)	 23	 n/a	
10	 IntoTheWildKenya	(@intothewildke)	 23	 n/a	
11	 U.S.	Embassy	Nairobi	(@usembassynairobi)	 22	 	5,314		
12	 Smriti	Vidyarthi	(@smriti_vidyarthi)	 21	 n/a	
13	 	(@elephantsalive)	 21	 n/a	
14	 Justustharao	(@justustharao)	 20	 n/a	
15	 NoirKat	(@ktkliks)	 19	 	797		
16	 Vin	(@vox_silentii)	 19	 	32,975		
17	 Space	for	Giants	(@spaceforgiants)	 19	 n/a	
18	 Philip	Ogola	(@philipogola)	 18	 	3,961		
19	 sallykoonin.	(@sallykoonin_)	 18	 	1,532		
20	 	(@led611)	 18	 	352		
21	 Youth	4	African	Wildlife	(@youth4africanwildlife)	 18	 	2,379		
22	 Lorloveslife	(@lorloveslife1)	 18	 	193		
23	 Susanna	Njambi	'Lionlady'	(@savanahqueen)	 16	 n/a	
24	 Environmental	Blonde	(@environmentalblonde)	 16	 n/a	
25	 Lobo	Reincarnated	(@loboreincarnated)	 16	 n/a	
26	 Lobo	King	(@ellobo88)	 15	 	534		
27	 rhino1818,	Penny	♡	(@rhino18181)	 14	 	18,791		
28	 The	Perfect	World	Foundation		 14	 n/a	
29	 	(@unitedforwildlife.uae)	 14	 	1,229		
30	 Liberate	(@wilderness.liberatethemfront)	 14	 	13,270		
Ranked	by	#	of	Posts	
Rank	 Account	 Posts	 Followers	
1	 National	Geographic	(@natgeo)	 3	 	43,671,171		
2	 Doutzen	Kroes	(@doutzen)	 1	 	3,580,016		
3	 Lupita	Nyong'o	(@lupitanyongo)	 2	 	2,091,659		
4	 Ben	Pol	(@iambenpol)	 1	 	640,882		
5	 The	Economist	(@theeconomist)	 1	 	481,145		
6	 Natasha	Galkina??Natalie	Gal????	 1	 	342,773		
7	 Maria	Celeste	(@mariacelestearraras)	 1	 	321,848		
8	 Everyday	Africa	(@everydayafrica)	 1	 	274,796		
9	 IMAN	(@the_real_iman)	 1	 	213,648		
10	 Nour Aboulela ‫العال‬ ‫ابو‬ ‫نور‬ (@lovebyn) 1	 	212,814		
11	 Everyday	Everywhere	(@everydayeverywhere)	 1	 	203,026		
12	 ShannenDoherty	(@theshando)	 2	 	198,129		
13	 Andrea	Rendon	(@rendonandrea)	 1	 	177,449		
14	 Bogdan	Vlase	Aka	Om	Bo	(@bogdanvlase)	 1	 	139,438		
15	 Sharon	Mundia	(@this_is_ess)	 1	 	130,964		
16	 	(@bbcafrica)	 1	 	115,904		
17	 	(@kristinbauer)	 5	 	103,186		
18	 Animal	Revenge	✔??	(@animalrevenge)	 1	 	102,528		
19	 Alissa	White-Gluz	(@alissawhitegluz)	 2	 	99,619		
20	 Rhinos	in	Africa	-	Megan	Carr	(@rhinosinafrica)	 4	 	92,391		
21	 Shannon	Wild	(@shannon__wild)	 7	 	83,973		
22	 Julie	Gichuru	(@juliegichuru)	 25	 	83,634		
23	 Charlie	Hamilton	James	(@chamiltonjames)	 9	 	75,238		
24	 M.D.Kenyatti	(@d.ngashofficial)	 6	 	73,161		
25	 The	Lewa	Wildlife	Conservancy	(@lewa_wildlife)	 5	 	72,133		
26	 xx_illuminati_xposed_xx	 1	 	69,234		
27	 Kelly	Eastwood	(@thelondonchatter)	 1	 	56,313		
28	 Everyday	Climate	Change	 1	 	56,287		
29	 TIGRIS	(@tigrispersonnel)	 1	 	49,369		
30	 ELECTRIFY	MAG	(@electrifymag)	 1	 	48,679		
Ranked	by	#	of	Followers	
Instagram accounted for only 3% of all posts, but it was influential during the actual ivory burn.
Ivory	Burn	
SEARCH	PARAMETERS	
Search	
20	
(#worthmorealive OR #elephantsalive
OR
"Elephant Protection Initiative")
OR
(("Giants Club" OR "Giant's Club" OR "Kenyatta" OR "Judi Wakhungu" OR "Evgeny Lebedev" OR "Richard Leakey" OR "De Beers" OR "Space for
giants" OR Olam OR Laikipia OR "Nairobi National Park" OR "Kenya Wildlife Service" OR KWS OR Kenya*) AND ("ivory burn"~15 OR "rhino
burn"~15 OR "stop ivory"))
NOT ("Ivory Coast" OR "Louis Vuitton" OR LV OR airport)
A Boolean query was built that started gathering data as of 11 April 2016. The posts in this report also include retweets / reposts of content.
Ivory	Burn	 21	
GLOSSARY	
Glossary	
Author’s	gender	
Represents the gender of the author who published the post. If the data is not
available, it is automatically detected. Possible values: Female, Male.
Impressions	
Global audience, maximum number of users that can see the post at the time of
publication.
Languages	
The language of the post is automatically detected. Only the top 5 languages are
displayed in the chart.
Most	recurring	keywords	
The list of the 20 most recurring keywords within the posts matching the query.
Platform	
The platform displays the source of each post. Possible values are: Facebook,
Twitter, Instagram, Google+, Youtube, Dailymotion, Blog, Website, Media, Forum,
Reviews, Comment, Off-line press.
Estimated	reach	
Estimated number of users exposed to the post when it was published.
Estimated reach of a post = impressions of the post x platform reach ratio
	
Sentiment	
Sentiment analysis consists in attributing a tonality to a post. This tonality
represents the overall sentiment expressed in the post and can have one of the
following values : positive, negative, mixed or neutral.
Top	Cities	
Represent the city where the post was published. Geolocation can be provided
from the original source or inferred automatically. The chart displays the top 5
cities.
Top	Countries	
Represent the country where the post was published. Geolocation can be provided
from the original source or inferred automatically based on the author location.
The chart displays the top 5 cities.
Volume	
The volume is the number of posts.
Ivory	Burn	
CONTACT	
22	
Noah W. Miller
Managing Director
NMiller@sochin.agency
0721403574
www.sochin.agency
Contact

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Social Media Analysis of the Ivory Burn and Giants Club Summit held in 2016 in Kenya

  • 1. Social Media Report - April 11, 2016 - May 3, 2016 Social Media Analysis of the Giants Club Summit and Ivory Burn in April 2016
  • 2. Ivory Burn 2 KEY FINDINGS Findings Online Conversation •  130,573 online posts were captured in relation to the Giants Club Summit and the ivory burn during the study period. They reached an estimated 178 million users online, although only 25% of posts were original content. While Twitter was the most popular channel overall, posts made on Instagram during the ivory burn received the highest engagement score. •  The ivory burn on April 30, 2016 was the dominant theme with 109,904 posts marked #worthmorealive, whereas the Giants Club Summit received much less coverage with only 3,018 posts marked #giantsclub. •  Users overwhelmingly supported the burn and very few posts provided opposing views. Some posts stated that the ivory should be sold or immediately crushed after being confiscated. These views were sometimes expressed in op-eds which were reposted on social media. There was also scant debate on the reasons Botswana opposed the burn and chose not to attend it while they did attend the Giants Club Summit. Government of Kenya Outreach •  President Uhuru Kenyatta was mentioned frequently in posts, especially in news stories, though his name typically was not denoted by a mention or hashtag. Though he has around 1.4 million followers on Twitter, only six of his tweets on the topic were captured and he was rarely engaged by social media users. •  The Kenya Wildlife Service was very active in terms of content generation and reaching a large online audience. It was a top poster on Twitter and had the highest number of updates on Instagram. @kwskenya was used 21,310 times which indicates a good level of engagement. •  Prof. Judi Wakhungu, the Cabinet Secretary for the Ministry of Environment, Natural Resources and Regional Development Authorities, was also active on social media and reached an estimated 2.3 million users. @judiwakhungu was used 2,012 times. The ivory burn was a huge success in terms of creating awareness and reaching a large audience in the online space. The #lightafire conversation on April 23 was important in terms of engaging the audience and setting expectations for the ivory burn the following week. The inaugural Giants Club Summit, however, received much less attention. Overall, these events were linked to the conservation effort and were not seen as political events.
  • 3. Ivory Burn 3 KEY FINDINGS Findings Inclusiveness of Conversation •  The first ivory burn occurred in Kenya in 1989 and the burn in April 2016 was very much a Kenyan affair. Almost 30% of all posts originated in Kenya while other member countries of the Giants Club were pretty much silent. The rest of Africa was also not engaged in the conversation about the ivory burn. •  Other important countries included the U.S. and UK while a large number of users did not indicate their location. •  Asians rarely engaged on the topic although Chinese news channels such as CCTV, Xinhua and The People’s Daily reached large audiences. Influencers •  When only assessing the frequency of Twitter updates, Kenya based organizations and individuals excelled. This is especially true for those linked to conservation such as the KWS, Wildlife Direct, Dr. Paula Kahumbu, the David Sheldrick Wildlife Trust, or the AWF. In addition, the U.S. Embassy to Kenya and its ambassador Bob Godec were prolific on Twitter. •  However, the influencers above lacked a large followership when compared to global influencers. Large news organizations, including Chinese ones, were obviously influential. But so was the United Nations, the National Geographic magazine and models/actresses such as Doutzen Kroes, Elizabeth Hurley, Lupita Nyong’o and Imam. Although these influencers did not post much compared to their Kenyan counterparts, they had a large reach and people engaged with their content. •  Several social media users reposted op-eds printed in newspapers in order to extent their reach. This includes pieces by Helen Clark (UNDP), Alex Rhodes (Stop Ivory), and Dr. Paula Kahumbu (Wildlife Direct). While conservation affects everybody, attention was greatest in Kenya and in the U.S. and UK, countries from which many tourist visit Kenya. Having a large base of followers was key to promoting the ivory burn globally. This is where Kenya based users received assistance from internationally well-known influencers.
  • 4. Ivory Burn 130k Negative : 4.87% Neutral : 78.23% Mixed : 0.14% Positive : 16.75% Blog : 0.11% Dailymotion : 0.01% Youtube : 0.06% Website : 1.53% Forum : 0.03% Twitter : 92.46% Media : 0.75% Instagram : 3.26% Gplus : 0.03% Facebook : 1.75% 4 There were a total of 130,573 posts made during the survey period which includes retweets. An estimated 178 million online users were exposed to posts when they were published. OVERVIEW Listening Platforms Distribution over Time Female : 47.38% Male : 52.62% Sentiment #ELEPHANTS(8291) @USEMBASSYKENYA(4384) @BOBGODEC(6149) @AWF_OFFICIAL(4781) #RHINOS(3697) @DSWT(8573) @JUDIWAKHUNGU(3462) #WORTHMOREALIVE(116661) @MIN_TOURISMKE(2467) #IVORY(4792) #IVORYBURN(2627) #STOPTHETRADE(2475) @SMRITIVIDYARTHI(4674) #LIGHTAFIRE(36912) @KWSKENYA(30277) @WILDAID(4194) #WILDLIFE(3306) #TWEET4ELEPHANTS(16995) @WILDLIFEDIRECT(3609) @PAULAKAHUMBU(12002) Most recurring Keywords 0 10000 20000 30000 40000 +32K % Author's Gender Based on 74340 posts (total : 130573 posts) KPIs
  • 5. Ivory Burn Thai : 0.12% German : 0.15% Spanish : 1.18% English : 94.42% Others : 4.13% 5 Almost all posts were made in English and the top countries, apart from Kenya, are active donors for conservation. OVERVIEW (continued) Listening Languages Top Countries Based on 41738 posts (total : 130573 posts) 24193 1555 1086 1052 603 Nairobi London Nakuru New York Washington Top Cities 37469 17132 7179 1937 1867 Kenya United States of America United Kingdom Canada South Africa KPIs
  • 6. Ivory Burn 6 Listening +40K % 178m Estimated Reach +47K % 2.15b Impressions +32K % 130k Volume Twitter was the dominant social media platform and it accounted for 93% of all posts. Volumes picked up after the April 23 #lightafire event and peaked on April 30. Posts quickly abated but some updates are still coming about the burning ivory pyres. PLATFORM DISTRIBUTION 0 5000 10000 15000 20000 25000 30000 35000 40000 45000 Facebook Twitter Instagram Sinaweibo Google+ Youtube Dailymotion Blog Website Media Offline Press Forum Reviews Comments Ivory burn Online event
  • 7. Ivory Burn CONVERSATION CLUSTERS Analysis 7 The majority of the online conversation focused on the ivory burn itself, as opposed to the Giants Club Summit or broader themes related to conservation.
  • 8. Ivory Burn TOP HASHTAGS AND MENTIONS Analysis 8 #worthmorealive was used in 109,904 posts and clearly was well known globally. #lightafire promoted an online conversation held on April 23 and was used in 21,356 posts. @kwskenya received mentions in 21,310 posts and was followed by @paulakahumbu who was referenced in 6,226 posts.
  • 9. Ivory Burn TOP POSITIVE POSTS (by estimated reach) Analysis 9 The top two positive tweets had a U.S. connection by being sent by a U.S. conservation organization and being retweeted by a U.S. actor. The ones with the next highest reach were sent by NTV Kenya and referenced e.g. President Kenyatta, Deputy President Ruto, President Bongo from Gabon and conservationist Dr. Paula Kahumbu.
  • 10. Ivory Burn TOP NEGATIVE POSTS (by estimated reach) Analysis 10 Negative posts largely opposed the ivory burn though contrary views were fairly few.
  • 11. Ivory Burn USE OF VISUALS Analysis 11 Not surprisingly, Instagram usage spiked on April 30 and many posts were made on it in the following days. National Geographic was influential in terms of its estimated reach and engagement with users, as was the David Sheldrick Wildlife Trust, Doutzen Kroes, Lupita Nyong’o, and Elizabeth Hurley. Youtube was not widely used even though the channel lent itself to the Giants Club Summit and ivory burn.
  • 12. Ivory Burn GEOGRAPHIC DISTRIBUTION OF CONVERSATION Analysis 12 Kenya Botswana Gabon Uganda # of posts and reposts 37,055 66 26 459 Impressions 791,862,753 44,121 91,735 5,113,06 7 Estimated Reach 62,646,823 3,479 7,335 405,474 China Hong Kong Vietnam # of posts and reposts 119 271 14 Impressions 72,107,582 1,715,252 9,241 Estimated Reach 5,063,198 131,656 737 Rest of Africa US UK # of posts and reposts 5,592 16,628 7,012 Impressions 40,094,480 369,261,693 104,013,180 Estimated Reach 3,145,933 30,091,231 8,535,490 130,573 posts were analyzed according to the named location of a user. The breakdown of select posts is as follows: Kenya – 29%, U.S. – 13%, UK – 5%, Rest of Africa – 4%, Unknown – 35%. The number of posts originating from Asia was very small and accounted for less than 1% of the total.
  • 13. Ivory Burn TOP POSTS (by engagement score) Analysis 13 Content created by the KWS and the David Sheldrick Wildlife Trust was very much liked by users. The same is true for posts by Lupita Nyong’o who was an important ambassador.
  • 14. Ivory Burn TOP POSTS (by estimated reach) Analysis 14 It is not surprising to see news organization having a great reach and this includes Chinese ones which reported widely on the ivory burn.
  • 15. Ivory Burn TOP TWEETS (by engagement score) Analysis 15 Ivory Ella, an online clothes store affiliated with Save the Elephants, had the highest engagement score on Twitter. They only sent three tweets but each reached an estimated 50,000 users. Ibrahim Thiaw, the UNEP Deputy Executive Director, only sent two tweets about the ivory burn but they were also very liked.
  • 16. Ivory Burn TOP TWEETS (by estimated reach) Analysis 16 U.S. and UK based news organizations had the greatest reach, but the China based Xinhua also covered the ivory burn.
  • 17. Ivory Burn TWITTER INFLUENCERS Influencers 17 Rank Account Tweets Followers 1 IG|@USEmbassyNairobi (@USEmbassyKenya) 705 140,264 2 Evelyne Gathoni (@EvelyneGathoni) 546 396 3 Denise O'Toole (@DotooleO) 540 985 4 Baby J (@2njeri) 517 1,249 5 wildlifedirect (@wildlifedirect) 445 12,788 6 Kenya Wildlife (@kwskenya) 427 89,871 7 Ravi (@RavS82) 399 1,973 8 Dr. Paula Kahumbu (@paulakahumbu) 381 85,228 9 Ali Van Zee (@alikat747) 352 5,347 10 Tembea Africa (@TembeaAfrica) 330 808 11 #EndTribalismNow (@Eddiejimmy) 306 1,887 12 SeaDolphinLover (@SeaDolphinLove1) 303 616 13 Justus Tharao (@justustharao) 301 8,002 14 #WildlifeWarrior (@ontita_vincent) 297 537 15 Ambassador Bob Godec (@BobGodec) 284 29,883 16 AWF (@AWF_Official) 270 40,576 17 Rebecca W. Ellison (@Weslie19) 270 1,236 18 Ken Gitau (@GitauKE) 263 612 19 Smriti Vidyarthi (@SmritiVidyarthi) 259 214,712 20 Harry Voo (@HarryVoo123) 255 162 21 Charliealpha011 (@charliealpha011) 253 1,439 22 Paul Udoto (@pauludoto) 229 7,099 23 KBCChannel1 (@KBCChannel1) 212 85,280 24 Digital Humanitarian (@PhilipOgola) 201 37,137 25 Ollivier Yves (@ollivier_yves) 199 357 26 nonvlinders (@Nonvlinders) 188 609 27 Dawn Scholes (@DawnScholes) 186 105 28 Donna Sudbury (@Seagypsy40) 180 931 29 Parth Padia (@ItsPadia) 174 10 30 Little dragon (@Mosioatunya11) 170 65 Ranked by # of Tweets Rank Account Tweets Followers 1 Twitter (@twitter) 1 54,546,747 2 BBC News (World) (@BBCWorld) 3 14,150,559 3 National Geographic (@NatGeo) 1 11,407,656 4 TIME.com (@TIME) 1 10,441,978 5 The Associated Press (@AP) 1 7,482,890 6 Washington Post (@washingtonpost) 2 6,362,670 7 The Guardian (@guardian) 2 5,518,860 8 CBS News (@CBSNews) 1 4,447,767 9 China Xinhua News (@XHNews) 3 3,937,979 10 Lonely Planet (@lonelyplanet) 1 3,421,254 11 Sky News (@SkyNews) 2 3,244,757 12 Bloomberg (@business) 2 3,126,193 13 norman reedus (@wwwbigbaldhead) 1 2,754,097 14 Department of State (@StateDept) 1 2,607,561 15 JARED LETO (@JaredLeto) 1 2,233,543 16 FRANCE 24 (@FRANCE24) 1 2,227,729 17 WWF (@WWF) 1 2,134,213 18 Nat Geo Photography (@NatGeoPhotos) 1 1,938,334 19 The Independent (@Independent) 6 1,906,169 20 Agence France-Presse (@afpfr) 1 1,872,352 21 The Indian Express (@IndianExpress) 1 1,730,425 22 Daily Mail Online (@MailOnline) 2 1,637,219 23 Uhuru Kenyatta (@UKenyatta) 6 1,426,909 24 banksy (@thereaIbanksy) 1 1,411,634 25 CLAUDIA BAHAMON (@CLAUDIABAHAMON) 3 1,365,116 26 Scientific American (@sciam) 1 1,341,090 27 Bear Grylls (@BearGrylls) 1 1,278,551 28 BBC Africa (@BBCAfrica) 1 1,247,654 29 dna (@dna) 1 1,167,005 30 NTV Kenya (@ntvkenya) 92 1,139,386 Ranked by # of Followers The bolded users below are based in Kenya. Conservationist in Kenya posted frequent tweets, together with the U.S. Embassy and the U.S. Ambassador to Kenya. Users based abroad, however, had the most followers and included some interesting influencers such as Jared Leto, Bansky and Claudia Bahamon who is a WWF Ambassador.
  • 18. Ivory Burn FACEBOOK INFLUENCERS Influencers 18 Rank Account Posts Fans 1 Kenyans United Against Poaching - KUAPO 83 8,221 2 Kenya Wildlife Service 82 115,885 3 NTV Kenya 53 2,181,276 4 Africa Leadership Dialogues 51 11,364 5 Welcome to the Machine 41 3,716 6 WAR - Wildlife At Risk International 40 21,441 7 Elephant Champion 39 4,049 8 Trending 33 3,685 9 The Laikipian 30 8,807 10 Ebru TV Kenya 26 52,592 11 WildAid 19 112,051 12 WildiZe Foundation 18 2,485 13 The Ol Pejeta Conservancy 17 61,542 14 African Wildlife Foundation 15 906,468 15 Stejos Tours and Travels 15 9,537 16 Photography for Conservation - Sushil Chauhan 14 4,438 17 Forever Trunks 14 2,629 18 Space for Giants 13 8,420 19 The Perfect World Foundation 12 159,331 20 Amboseli Trust for Elephants 11 189,678 21 Natural Habitat Adventures 10 26,596 22 Connection Africa 10 2,869 23 Ministry of Tourism - Kenya 10 11,353 24 International Fund for Animal Welfare - IFAW 9 540,173 25 MagicalKenya 9 74,364 26 The David Sheldrick Wildlife Trust 9 460,099 27 Watamu Marine Association 9 14,072 28 East Africa Destination 9 58,346 29 Global March for Elephants and Rhinos 9 37,422 30 International Fund for Animal Welfare - IFAW 8 540,309 Ranked by # of Posts Rank Account Posts Fans 1 National Geographic Channel 1 56,184,215 2 National Geographic 1 40,256,702 3 CCTV 1 25,329,437 4 CCTVNews 1 23,469,492 5 People's Daily, China 1 18,273,120 6 The New York Times 1 11,146,743 7 The Huffington Post 4 7,010,195 8 China Daily 2 5,331,657 9 China Xinhua News 3 5,254,491 10 VICE 1 5,144,156 11 Sky News 1 5,106,889 12 The Logical Indian 1 4,987,470 13 Total 4 4,928,331 14 The Independent 2 4,196,906 15 Washington Post 1 4,048,884 16 Daily Mail 1 3,885,293 17 Indian Express 2 3,606,852 18 New Scientist 1 3,062,710 19 Wildcat Sanctuary 1 2,921,034 20 The Dodo 1 2,768,843 21 Lupita Nyong'o 2 2,678,799 22 Clickittefaq.com 1 2,548,042 23 Scientific American magazine 2 2,546,809 24 BBC Africa 1 2,532,579 25 U.S. State Department - OES 1 2,415,114 26 Ashley Salazar 2 2,357,169 27 Citizen TV Kenya 4 2,309,520 28 KTN Kenya 3 2,249,209 29 NTV Kenya 53 2,172,919 30 Daniel "Churchill" Ndambuki 1 1,896,003 Ranked by # of Fans The bolded users below are based in Kenya and were the most avid content generators. However, foreign organizations had a greater number of fans.
  • 19. Ivory Burn INSTAGRAM INFLUENCERS Influencers 19 Rank Account Posts Followers 1 KWS (@kenyawildlifeservice) 55 n/a 2 PiktureMaker (@dp4k.m) 39 25,646 3 Michele (@shellyab32) 31 5,088 4 Christy Lee (@christylee787) 27 38,931 5 (@jess__babie) 25 1,145 6 Julie Gichuru (@juliegichuru) 25 83,634 7 jane e michaelides smith (@kianzabe_designs) 24 638 8 Ina (@inajordanart) 24 258 9 WildAid (@wildaid) 23 n/a 10 IntoTheWildKenya (@intothewildke) 23 n/a 11 U.S. Embassy Nairobi (@usembassynairobi) 22 5,314 12 Smriti Vidyarthi (@smriti_vidyarthi) 21 n/a 13 (@elephantsalive) 21 n/a 14 Justustharao (@justustharao) 20 n/a 15 NoirKat (@ktkliks) 19 797 16 Vin (@vox_silentii) 19 32,975 17 Space for Giants (@spaceforgiants) 19 n/a 18 Philip Ogola (@philipogola) 18 3,961 19 sallykoonin. (@sallykoonin_) 18 1,532 20 (@led611) 18 352 21 Youth 4 African Wildlife (@youth4africanwildlife) 18 2,379 22 Lorloveslife (@lorloveslife1) 18 193 23 Susanna Njambi 'Lionlady' (@savanahqueen) 16 n/a 24 Environmental Blonde (@environmentalblonde) 16 n/a 25 Lobo Reincarnated (@loboreincarnated) 16 n/a 26 Lobo King (@ellobo88) 15 534 27 rhino1818, Penny ♡ (@rhino18181) 14 18,791 28 The Perfect World Foundation 14 n/a 29 (@unitedforwildlife.uae) 14 1,229 30 Liberate (@wilderness.liberatethemfront) 14 13,270 Ranked by # of Posts Rank Account Posts Followers 1 National Geographic (@natgeo) 3 43,671,171 2 Doutzen Kroes (@doutzen) 1 3,580,016 3 Lupita Nyong'o (@lupitanyongo) 2 2,091,659 4 Ben Pol (@iambenpol) 1 640,882 5 The Economist (@theeconomist) 1 481,145 6 Natasha Galkina??Natalie Gal???? 1 342,773 7 Maria Celeste (@mariacelestearraras) 1 321,848 8 Everyday Africa (@everydayafrica) 1 274,796 9 IMAN (@the_real_iman) 1 213,648 10 Nour Aboulela ‫العال‬ ‫ابو‬ ‫نور‬ (@lovebyn) 1 212,814 11 Everyday Everywhere (@everydayeverywhere) 1 203,026 12 ShannenDoherty (@theshando) 2 198,129 13 Andrea Rendon (@rendonandrea) 1 177,449 14 Bogdan Vlase Aka Om Bo (@bogdanvlase) 1 139,438 15 Sharon Mundia (@this_is_ess) 1 130,964 16 (@bbcafrica) 1 115,904 17 (@kristinbauer) 5 103,186 18 Animal Revenge ✔?? (@animalrevenge) 1 102,528 19 Alissa White-Gluz (@alissawhitegluz) 2 99,619 20 Rhinos in Africa - Megan Carr (@rhinosinafrica) 4 92,391 21 Shannon Wild (@shannon__wild) 7 83,973 22 Julie Gichuru (@juliegichuru) 25 83,634 23 Charlie Hamilton James (@chamiltonjames) 9 75,238 24 M.D.Kenyatti (@d.ngashofficial) 6 73,161 25 The Lewa Wildlife Conservancy (@lewa_wildlife) 5 72,133 26 xx_illuminati_xposed_xx 1 69,234 27 Kelly Eastwood (@thelondonchatter) 1 56,313 28 Everyday Climate Change 1 56,287 29 TIGRIS (@tigrispersonnel) 1 49,369 30 ELECTRIFY MAG (@electrifymag) 1 48,679 Ranked by # of Followers Instagram accounted for only 3% of all posts, but it was influential during the actual ivory burn.
  • 20. Ivory Burn SEARCH PARAMETERS Search 20 (#worthmorealive OR #elephantsalive OR "Elephant Protection Initiative") OR (("Giants Club" OR "Giant's Club" OR "Kenyatta" OR "Judi Wakhungu" OR "Evgeny Lebedev" OR "Richard Leakey" OR "De Beers" OR "Space for giants" OR Olam OR Laikipia OR "Nairobi National Park" OR "Kenya Wildlife Service" OR KWS OR Kenya*) AND ("ivory burn"~15 OR "rhino burn"~15 OR "stop ivory")) NOT ("Ivory Coast" OR "Louis Vuitton" OR LV OR airport) A Boolean query was built that started gathering data as of 11 April 2016. The posts in this report also include retweets / reposts of content.
  • 21. Ivory Burn 21 GLOSSARY Glossary Author’s gender Represents the gender of the author who published the post. If the data is not available, it is automatically detected. Possible values: Female, Male. Impressions Global audience, maximum number of users that can see the post at the time of publication. Languages The language of the post is automatically detected. Only the top 5 languages are displayed in the chart. Most recurring keywords The list of the 20 most recurring keywords within the posts matching the query. Platform The platform displays the source of each post. Possible values are: Facebook, Twitter, Instagram, Google+, Youtube, Dailymotion, Blog, Website, Media, Forum, Reviews, Comment, Off-line press. Estimated reach Estimated number of users exposed to the post when it was published. Estimated reach of a post = impressions of the post x platform reach ratio Sentiment Sentiment analysis consists in attributing a tonality to a post. This tonality represents the overall sentiment expressed in the post and can have one of the following values : positive, negative, mixed or neutral. Top Cities Represent the city where the post was published. Geolocation can be provided from the original source or inferred automatically. The chart displays the top 5 cities. Top Countries Represent the country where the post was published. Geolocation can be provided from the original source or inferred automatically based on the author location. The chart displays the top 5 cities. Volume The volume is the number of posts.
  • 22. Ivory Burn CONTACT 22 Noah W. Miller Managing Director NMiller@sochin.agency 0721403574 www.sochin.agency Contact