put foot rally 2012
DESCRIPTION
TRANSCRIPT
CONVERSATION MEASURES
VOLUME OTS AVE
8 526 20 659 855 R 4 706 667
MEDIA DISTRIBUTION
CONSUMER ENTERPRISE PRESS
84% 15% 1%
Put Foot Rally
SENTIMENT DISTRIBUTION
≤DOWNPLAY LISTING ≥ENDORSEMENT
0% 79.7% 20.3%
DOMAIN BREAKDOWN
TWITTER FACEBOOK BIZCOMMUNITY OTHER
77% 4.5% 2% 13.5%
Volume
Total Volume: 8 526
The highest volume of conversation
occurred on the 20th of June, with 597 mentions. On this
date, teams, sponsors, and
enterprise sources discussed the
upcoming start of the rally.
On average, the Put Foot Rally was
mentioned 84 times per day.
Credibility
DEF: The more people reached online, the more credible the
brand’s conversation is.
An influential source is deemed as having the potential to reach
≥ 1 000 people, an authoritative source
≥ 1 000 000.
SOURCE VOLUME OTS
Ordinary Consumers (≤1000 OTS) 55.3% 750 885
Influential Authors (≥1000 OTS) 44.7% 19 909 000
With this credibility breakdown, it can be calculated that the conversation generated
20 659 885Opportunities-To-See (OTS) mentions of the Put Foot Rally.
This reach equated to an Advert Value Equivalent (AVE) of
R 4 706 667over the same period. This implies a potential average value per mention of R 552.
Monthly Exposure
Date Volume OTS AVE AVE/mention
11 APR–10 MAY 800 818 295 R 189 989 R 238.5
11 MAY–10 JUNE 1760 3 211 570 R 735 623 R 418
11 JUNE–10 JULY 5834 17 197 635 R 3 912 930 R 670.7
Charities: OTS & AVE
Keyword Volume OTS AVE AVE/mention
Project Rhino 980 1 349 870 R 311 071 R 317
Put Foot Foundation & shoe drops
608 940 320 R 216 132 R 355
Media Origin
Media Volume Top themes
Consumer 6210Participant conversation (preparation; checkpoints; enjoyment) and charities
Enterprise 1095 Daily reports, parties, checkpoints, Project Rhino
Press 83 Travel through Africa, sponsors, team stories
DEF: How much each media source
contributes to a brand’s online conversation.
Authors are categorised as one of the following:
Consumer, Press, Enterprise and Directory.
Domain Origin
Domain Volume OTS AVE
Twitter 6564 14 954 250 R 3 413 936
Facebook 389 3 313 170 R 747 841
Top Contributors: TwitterName Twitter Bio Tweets
Put Foot Rally™@PutFootRally
The road goes on forever and the party never ends...Southern Africa · http://www.putfootrally.com 997
Mike Sharman@mikesharman
Life is short. Play naked | Owner @retroviral | Top 3 likes: 1)Long walks on beach 2)Sunny side up eggs 3)Being small spoon 212
Project Rhino KZN@ProjectRhinoKZN
Like-minded organisations collectively coordinating rhino conservation initiatives aimed at eliminating rhino poaching and securing the rhino populations in KZN
204
Nash@bangersandnash
Smells like alcohol. Creator of SA’s favourite 2nd best blog. LUNCH MEETINGS OR NOTHING. Doesn't listen to voicemail. Hasn't read the mail. Can sell brands.
192
Tyson Jopson @TysonJopson
Travel writer & social media marauder @GetawayMagazine. Recovering caveman who wishes alphabet soup also came with commas. #PutFootRally media dude
183
Shake and Bake Crew@ShakeBakeCrew
4 Durbanites hitting the African road in a MINI Countryman on the Put Foot Rally 2012 to save the rhino and put shoes on feet! #MINIputsfoot 169
Top Influencers: TwitterName Twitter Bio Tweets AVE
@DJFreshSA DJ Fresh (Big Dawg)231 006 followers
Held up to a Mirror Ball at Birth! * DJ-ing since 1986. * Radio since 1992. * I have only just begun! * I'LL HOUSE U! * ps. i DO Sleep.
1 R 45 008
@F1sasha sasha martinengo41 893 followers
Supersport F1 Presenter Gearz radio with www.ballz.co.za Ferrari/Maserati PRO for SA [email protected]
1 R 7 883
@BobSkinstad Bob Skinstad55 376 followers
I am a retired pro rugby player turned broadcaster, happy hubby and dad, and keen outdoor and general sports fan ! This stream is my own.
79 R 622 718
@Vodacom Vodacom40 234 followers
Power to the Tweeple - Welcome to the home of #VodacomQuiz and #AirtimeAsseblief. Follow for news & giveaways. Service headaches? Chat to Dr. @Vodacom111
5 R 39 413
@WOOLWORTHS_SA Woolworths SA32 887 followers
We're a proudly South African retailer dedicated to bringing you quality, style & value for the last 80 years. Chat to us on Twitter - 9am to 5pm, Mon to Fri.
2 R 4 515
Sentiment
DEF: The sentiment of each mention is
measured on a scale from -5 (Anger) to +5 (Celebration) and is
represented here by the monthly total of each.
Sentiment Volume Top themes
Negative 0 N/A
Neutral 6 963 Retweets, ‘day’, Africa, ‘team’, Project Rhino
Positive 1762 ‘Awesome’, ‘epic’, Malawi, lake, ‘thanks’, Africa
Top Themes
The above word cloud indicates the top themes in the last month by means of word size. “Putfootrally” and “@putfootrally” have been omitted from the word cloud for better insight into what was said.
Top Themes
Excluding: “putfootrally” , “@putfootrally” and variants, @mikesharman and @bangersandnash
Observations• There has been a steady volume of conversation relating to the
Put Foot Rally from April onwards, gradually increasing as the Rally date grew nearer.
• There was no negative conversation: all mentions were positive or neutral. Of these neutral mentions, many contained implicit endorsement of the Put Foot Rally.
• Official Put Foot Rally accounts, as well as prominent sponsors such as MINI, were classified as Enterprise. Companies sponsoring teams and the teams themselves contributed a significant volume of consumer mentions.
Observations• The Put Foot Rally charity and The Rhino Project received a fair
amount of engagement – the majority from less credible sources (1000 followers or less), but the conversation volume created Opportunities to See these topics.
• Although some very credible sources engaged with the brand, many of them tweeted only once. Reaching out to these sources and encouraging them to engage further could yield even greater reach for the Rally and associated campaigns.
• Engagement from press sources was relatively low: the conversation took place primarily in the Social Media sphere, and on blogs and websites.
Appendix
Opportunity-To-See (OTS)
OTS reflects the number of people who would have had the opportunity to see a mention. A tweet from a user with 8 000 followers would account for 8 000 in the total OTS of the conversation. This does not account for the possibility that the mention June not have been seen by the user in their Twitter feed.
Advert Value Equivalent (AVE):
AVE offers a monetary value of the earned conversation. The aim behind the AVE measure is to capture what a company would have paid to expose their brand to the number of people reached by the conversation.
Media Distribution:
How much each media source contributes to your brand’s online conversation. Each mention falls under one of the following categories:
Consumer - all consumer-generated media Press - content from publishing housesDirectory - websites providing company listingsEnterprise - your company, content your company paid for, any sources who could gain value from talking about the brand (partners etc.)
Definitions
Sentiment Distribution:
The exact opinion and feeling towards a brand scored according to a 10-point scale:
5 (Celebration) - the highest form of brand endorsement and brand loyalty (very rare)4 (Acclamation) - when a brand is endorsed and very highly commended3 (Praise) – when a brand is recognized very positively2 (Endorsement) – encouraging other readers to use the brand1 (Listing) – neutral mention of a brand. -1 (Downplay) - mildly negative sentiment about a brand.-2 (Concern) – distress/worry about a brand-3 (Rebuke) – disgust towards a brand-4 (Anger) - resentment towards a brand-5 (Emergency) - severe threat to the brand or the community’s safety
Definitions
