#LoveIsInMyBlood

ELTON JOHN AIDS FOUNDATION CAMPAIGN IMPACT ON FACEBOOK

Chris Zimmerman & Kjeld Hansen

FACEBOOK REPORT

Contents:● Campaign Summary● EJAF Post Volume & Format● Key Metrics

○ Interaction Rate (IR)○ Fan Growth ○ People Talking About This (PTAT)

● Celebrity Postings○ Photo "Events"○ Engagement Rates

● Key Contributors● Celebrity Cross-Wall Analysis (Coming Soon)● Sentiment Analysis (Coming Soon)

48hr CAMPAIGN SUMMARY

15 Posts / 48 hrs

14,376 >> 17,681Fans

4,280 Interactions

1,279 Shares

Post Volumes (Own Posts)

Posts

Database of most influential postings

Campaign Posts

Fan Growth

Daily New Fan Totals

Interaction Index

"Index of likes, shares and comments per own post, standardised by the total amount of own posts of that type and fans in the chosen period."

The following formula is used for the calculation:

Interaction Rate (I-Rate)

I-Rate = Average interactions per post per fan

Post Types

Historical vs Campaign

Total Likes Per Post Type ( Historical) Interactions Per Post Type (Campaign)

Interactions > Fan Growth

Shares

PTAT History

People Talking About This (PTAT)

Key Metrics (Feb 14-15)

21.84 Fan Growth Rate

1.79I-Rate

0.85 Avg PTAT Rate

The Photo Post

The Eminem Photo

0.17% Photos Engagement Rate

The Elizabeth Hurley Photos

2 x Facebook Photos359 Likes43 Shares 32 Comments

434 Total Stories / 9982 Fans

31.49% Photos Engagement Rate

Trudy Styler PhotoFacebook Photo (w/ Sting)705 Likes193 Shares56 Comments

Total Stories 954Fans 3030

31.49% Photo Engagement Rate

Celebrity Engagement of Fans

Identifying the Top Contributors

Likers / Commenters / Likers+Commenters

SENTIMENT ANALYSIS

Coming Soon!

CELEBRITY CROSS-WALL ANALYSIS

Coming Soon!

For More Info :

Chris ZimmermanCopenhagen Business Schoolcz.itm@cbs.dk@socialbeit

Kjeld Hansen IT University of Denmarkksth@itu.dk@kjeldsh