Online conversations and social media discussions can provide valuable insights into consumer perceptions of brands and how marketing messages are being received. Analysis of commentary around South Africa's 2013 State of the Nation address found that most online discussions focused on President Zuma rather than the content of the speech, and sentiment was mostly negative or mocking of the president. Key insights included identifying trending topics, popular hashtags, opinions expressed, influential users, and evaluating sentiment and reaction across social media platforms.
Social media case study - Marketing your eventsaidWot
This is a social media case study done by the saidWot team at the 3rd annual social media conference. It contains useful insights and information on using social media to market events and campaigns.
Social media case study - Marketing your eventsaidWot
This is a social media case study done by the saidWot team at the 3rd annual social media conference. It contains useful insights and information on using social media to market events and campaigns.
In less than 20 years the Internet has evolved from an academic exercise of interconnected computers, to communication systems that redefine corporate communication. From a few thousand static web pages, to always-on on-demand multimedia news and entertainment channels. From providing simple discussion forums and chat rooms to a hugely popular web of experiences for real-time social interaction. So what comes next? Social media will infiltrate and enhance all of our personal and commercial, private and public endeavors faster than you think.
Using Social Media In Cross Media Direct Influence MarketingJeffrey Stewart
Social media is becoming the way that people communicate with their friends, family and the world in general. Marketers are finding that all these social networks provide new and exciting ways to communicate with customer communities and target like-minded prospects. In this session, Stewart explores how social media channels are providing new opportunities to directly influence customer behavior. He will explain how social media can be harnessed and integrated into 'traditional' cross-media campaigns. Attendees will leave this workshop with a much better understanding of where the future of direct marketing is headed and how the rules are changing.
Marketing Innovation Summit: Integrating Social Media into the MixJeffrey Stewart
Learn how to balance emerging social networks and channels with your clients’ existing marketing mix to effectively generate more leads and increase response rates. Jeffrey Stewart, CTO of Trekk Cross-Media, sheds light on how social media will infiltrate and enhance all personal and commercial, private and public endeavors at lightning speed. He will offer guidance on how to merge offline and online marketing elements together in order to gain the most momentum and traction in the marketplace.
In less than 20 years the Internet has evolved from an academic exercise of interconnected computers, to communication systems that redefine corporate communication. From a few thousand static web pages, to always-on on-demand multimedia news and entertainment channels. From providing simple discussion forums and chat rooms to a hugely popular web of experiences for real-time social interaction. So what comes next? Social media will infiltrate and enhance all of our personal and commercial, private and public endeavors faster than you think.
Using Social Media In Cross Media Direct Influence MarketingJeffrey Stewart
Social media is becoming the way that people communicate with their friends, family and the world in general. Marketers are finding that all these social networks provide new and exciting ways to communicate with customer communities and target like-minded prospects. In this session, Stewart explores how social media channels are providing new opportunities to directly influence customer behavior. He will explain how social media can be harnessed and integrated into 'traditional' cross-media campaigns. Attendees will leave this workshop with a much better understanding of where the future of direct marketing is headed and how the rules are changing.
Marketing Innovation Summit: Integrating Social Media into the MixJeffrey Stewart
Learn how to balance emerging social networks and channels with your clients’ existing marketing mix to effectively generate more leads and increase response rates. Jeffrey Stewart, CTO of Trekk Cross-Media, sheds light on how social media will infiltrate and enhance all personal and commercial, private and public endeavors at lightning speed. He will offer guidance on how to merge offline and online marketing elements together in order to gain the most momentum and traction in the marketplace.
Positive Conversations and Trending on TwittersaidWot
saidWot had a look at the International Aids Conference and their goal to trend on Twitter. Was this a success? Should trending be seen as goal by any brand? How can we use events to trend on Twitter? - We have the answers.
saidWot compiled a case study to showcase the success and online presence around the MTN Radio Award. We are proud to be a partner and category sponsor to the MTN Radio Awards.
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.
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.
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.