put foot rally full report
TRANSCRIPT
Executive Summary
• The total volume of conversation between the 8th June and
24th July amounted to 3 917 online conversations. Of this
conversation 59.1% was generated from respected sources. This
helped increase the exposure and earned media returns.
• As a whole the event was a success with only 1.02% negative
mentions. The negative conversation was subjective, further
reiterating the success of the event.
• The participants were the main drivers of conversation indicating
the strength of the „Put Foot Rally Tribe‟.
CONVERSATION MEASURES
VOLUME OTS AVE
3 917 5 686 450 1 308 827
MEDIA DISTRIBUTION
CONSUMER ENTERPRISE PRESS
98% 1% 1%
Value Summary: 11th -17th July 2011
SENTIMENT DISTRIBUTION
≥CONCERN DOWNPLAY LISTING ≤ENDORSEMENT
0% 1.02% 76.8% 24.3%
TOP DOMAINS
Twitter Facebook All Others
72% 1% 27%
Between 8th June 2011 and 24th July 2011, Put Foot Rally‟s online conversation equated to
3 917mentions in the online space.
The volume of Put Foot Rally‟s conversation from online mentions across the board is illustrated below.
There is a distinct
spike in
conversation on
the start day. In
addition, the graph
indicates the high
volumes of
conversation
generated during
the event.
Pre Event Summary
8th June - 21st June
The build up to the event (8th June to 22nd June) contributed to
1 001mentions in the online space.
Credibility
DEF: The more people
reached online, the
more credible Put Foot
Rally‟s conversation is.
A respected source is
deemed as having the
potential to reach
≥ 4 000 people, an
authoritative source
≥ 1 000 000.
• 61.6% of the conversation generated prior to the event was from a
respected source.
• 650 people had an opportunity to see the average mention during this
period.
The reach of Put Foot Rally‟s online conversation prior to the
event totaled
1 587 615Opportunities-To-See (OTS).
This amounted to an Advert Value Equivalent (AVE) of
R 364 720This is great considering the reporting period was only two
weeks, further helping to push earned media results before the
event.
Visual Support
Put Foot Rally‟s OTS value was moderate as a
result of the hype and build up to the event.
There were several influential participants
talking about their excitement for the event.
This helped build steam and excitement
around the event.
The following graph indicates the domains that mentioned Put Foot
Rally in the two weeks prior to the event.
63% of the build up was on Twitter. In addition, the partners such asGetaway Magazine, 5fm and participants generated a high portionof the conversation.
But what
exactly is
being said?
Event Summary
22nd June to 9th July
There were a total of
2 356mentions in the online space during the event. The launch day alone contributed 18.3% of the conversation generated during the event.
Credibility
DEF: The more people
reached online, the
more credible Put Foot
Rally‟s conversation is.
A respected source is
deemed as having the
potential to reach
≥ 4 000 people, an
authoritative source
≥ 1 000 000.
• 59.5% of the conversation during the event was from a respected
source.
• The average number of people exposed to the online conversation
during the event was consistent at 650 people.
There were a total of
3 440 725Opportunities-To-See (OTS) conversation around the Put Foot Rally event.
The conversation generated during the event amounted to an Advert Value Equivalent (AVE) of
R 791 833This is consistent with the pre event exposure due to the level of
credible conversation.
Visual Support
The level of engagement between Put Foot
Rally and the participants contributed to the
high volumes and it also helped push the
conversation through credible sources.
A greater portion of online conversation generated during the event
was through Twitter.
64.5% of the conversation generated on Twitter during the eventwas from a source that reaches at least 1 000 people. This showsthe strength of the Put Foot Rally brand and how influential thecommunity.
Well, what was
all the chit chat
about?
Post Event Summary
10th July to 24th July
The post event conversation was much lower with only
560mentions in the online space.
Credibility
DEF: The more people
reached online, the
more credible Put Foot
Rally‟s conversation is.
A respected source is
deemed as having the
potential to reach
≥ 4 000 people, an
authoritative source
≥ 1 000 000.
• A much lower portion of the online conversation, generated after the
event, was from a credible source (52.1%).
• Despite the drop in credible conversation, the average reach per
mention was still consistent at approximately 650 people.
Approximately
658 110People had an Opportunity-To-See (OTS) the post event conversation. When compared to the pre event build up and during event conversation, this is much lower.
Similarly, the Advert Value Equivalent (AVE) of the post event conversation equaled
R 152 274It may be worthwhile to drive more credible conversation
towards the end of the event in order to build hype for the next
event.
Visual Support
There was a strong sense of family throughout
the event with many retweets and
engagements. The volume of conversation
after the event supports the strength of the Put
Foot Rally brand and event.
Twitter conversation decreased after the event to 70%.
This is attributed to the fact that there was greater diversity of onlineconversation after the event. It will be worthwhile to seed content tothese platforms for the next event.
But what
exactly is
being said?
At the end of it all…were they happy?
Sentiment
Only 1.02% of the conversation after the event began was negative. While thisreflects adequate sentiment distribution, Put Foot Rally could see increasedpositive coverage of its brand online. The negativity was attributed to generalissues such as car maintenance, the weather and the countries being travelledthrough.
DEF: Each mention is
assigned a score on a
10-point scale based on
the strength of the
authors feelings
towards the brand
≥ Downplay implies
negative conversation.
≤ Endorsement implies
positive conversation.
Who were the top contributors?
Top Authors on Twitter
The top authors on Twitter were the partners and team members.
Put Foot Rally also engaged highly with the community which is very good.
What about the sponsors?
Sponsors Returns
Volume: 38
Opportunity To See:
47 525 people
AVE: R 10 978
Percentage of
credible
conversation: 26.3%
In a nutshell…
Summary The total conversation for the reporting period amounted to 3 917
mentions.
Approximately, 5 686 450 people had the Opportunities-To-See
the Put Foot Rally online conversation. This resulted in an earned
media value equivalent of R 1 308 827.
Only 1.02% of the online conversation was negative, with the
main themes personal problems such as cars and the countries
participants travelled through.
The top authors were the participants and sponsors helping
develop a sense of community and loyalty towards the brand.
Appendix
Search Phrases
BrandsEye uses selected key words to search for Put Foot Rally‟s
online conversation. Currently tracked within the Put Foot Rally‟s
account includes conversation arising from any mentions of:
• The brand itself e.g. “Put Foot Rally”
As well as Put Foot Rally where it was mentioned in conjunction with:
• Sponsors
• Teams
• Countries
Other phrases can easily be added through the account set up page.
Definitions• The online space or online community:
Refers to the environment in which any relevant Put Foot
Rally branded conversation occurs online. These may come
from social media networks, forums, blogging platforms,
Press coverage, websites belonging to companies,
Influential consumers and any other open domain content.
Definitions• Opportunities-To-See (OTS):
OTS reflect a measure of the number of people who 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 may not have been seen by the user in their
Twitter feed or may have been seen by the same user multiple
times.
Definitions• 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.
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 commended
3 (Praise) – when a brand is recognized very positively
2 (Endorsement) – encouraging other readers to use the brand
1 (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
