#Slutwalkjhb ORM


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#slutwalkjhb takes place at Zoo Lake, Johannesburg, South Africa on Saturday september 24, 2011. 11:00am

This is the prelim report. A future report will be presented at the end of the event.

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#Slutwalkjhb ORM

  1. 1.    SlutWalk      ORM  Report  
  2. 2. The quote that catalyzed TheSlutwalks!
  3. 3. Slutwalk Mission Statement!
  4. 4. Slutwalk  online  overview    
  5. 5. Brand Value!!BrandsEye calculates the Ad Value equivalent of!the total mentions at R1, 524, 832.50 !!!This means the South African related Ad value is! R503, 111.45 for the reporting period!!
  6. 6. Slutwalk Around the world! 144 Slutwalks Globally
  7. 7. South Africa
 In relation to the rest of the world !South Africa generated more than 30% of the tracked mentions. While South AfricanSlutwalks were tracked in more detail, the volumes generated in South Africa –purely based on location - places South Africa as the 2nd highest number of mentionsper country. The United States has the largest share of voice online. The increase inrape cases in South Africa in 2010 was a large driving force for Slutwalkconversation.
  8. 8. South Africa
 Positive Sentiment!In terms of sentiment, on a scale of neutral or listing to acclamation, South Africa hasthe 2nd most positive mentions online. Interestingly the negative conversation was inSouth Africa was minimal. While there was opposition to the Slutwalk, it did not effectthe overall sentiment. The supporters of the Slutwalk have been extremely vocal andsupportive of each other online – amplifying tweets, defending the right to protest andhave been, generally, well received. On twitter, Slutwalk Johannesburg has beeninstrumental in catalyzing conversation and disseminating information to a responsivefollower base of 541.
  9. 9. South Africa
 Negative Sentiment  There were less than 150 explicitly negative mentions about the Slutwalk inJohannesburg and Cape Town. Much of the negative conversation was catalyzedby opinion columns and blogs decrying the use of the word “slut” and claimingthat the Slutwalks are perpetuating the very perception the protests were trying toabolish. The negativity online in South Africa was surprisingly low. Although theirhave been opposing opinions, such as Zama Ndlovu’s Mail and Guardian column,It would seem the basis for the negativity is overshadowed by the cause itself.
  10. 10. South Africa
 Credibility!Slutwalk enjoys attention from a vast range of sources with varying credibility. InSouth Africa the dominant credibility score was in the range of 3 – 6. Thisincorporates journalists, credible news websites and opinion leaders on Twitter.Mentions generated by slutwalk Facebook and Twitter accounts have been given acredibility of 9, as they are the authority on the subject.This indicates that, locally, the message is being received by many different peoplewith varied levels of “authority”.
  11. 11. South Africa
 Media origin!The conversation is consumer driven. Consumers do not need official Slutwalkaccounts to generate the conversation for them. The conversation is largely organic inthat consumers generate content themselves. South African’s online seem to focus onthe Slutwalks in South Africa. Much of the international conversation highlightedsuccess and challenges faced by other campaigners in other cities or countries. Newsreports have been focused on the increases of rape in South Africa and the impliedrelevance of the Slutwalk. Also, initial news reports that the Slutwalk would be takingplace in South Africa also received large volumes of attention.
  12. 12. Share of Voice
Key Influencers!The majority of the conversations and organization took place on social media. Thetop 6 key influencers are all from Twitter, which generated the most conversation.Actress and designer Sandi Schultz is the main organizer of the event.
  13. 13. Online conversation
  14. 14. Online conversation!http://n24.cm/qCxdv9 http://bit.ly/qmHFb5
  15. 15. Online conversation!http://bit.ly/oZon41 http://bit.ly/pIWshj
  16. 16. Online conversation!http://bit.ly/nY313g
  17. 17. Online conversation!
  18. 18. Online conversation! This particular article was picked up and published to huffingtonpost.com, forbes.com, msnbc.com, theglobeandmail.com, thegaurdian.co.uk, cbsnews.com, washingtonexaminer.com, Iol.co.za and 11 other online news agencies.http://huff.to/oYMEIZ
  19. 19. Online conversation!
  20. 20. Popular Slutwalk Slogans!“Whatever we wear, wherever we go. Yes means yes and No means NO!”! ”Rapists rape people, not outfits”. !“By definition rape is not asked for.”!“I love consensual sex!” “My clothes are not my consent” ! “Shame and blame belong to rapists only!” !“My fight began the day I was born.”!“I was wearing pants and a sweatshirt – was I asking for it?” !
  21. 21. Images from Slutwalks!
  22. 22. Images from Slutwalks!
  23. 23. Images from Slutwalks!
  24. 24. Learnings!•  South Africa has positioned itself “front and center” online when it comes to the globalconversation around the Slutwalks.• A follow up report must be compiled to track the progress and most importantly the reaction toJohannesburg’s Slutwalk on 24th September 2011.• South Africans have made it clear that despite the fact that some do not agree with the name“Slutwalk” the cause is one that needs to be supported. This is the likely reason for the minimal,explicitly negative sentiment online.• Slutwalk is a very clear and unambiguous campaign. The protests are clearly branded. The factthe name itself a talking point in South Africa supports this.• The organization online is focused and clear. The call to action is consistent across all platformsand is driven on social media platforms - Facebook and Twitter in particular.• The majority of the mentions are positive and the overall message is clear: The emphasis is thatrape is never excusable.