Springbok squad announcement
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Transcript of Springbok squad announcement
CONVERSATION MEASURES
VOLUME OTS AVE
2 600 3 925 480 R 760 983
MEDIA DISTRIBUTION
CONSUMER ENTERPRISE PRESS
98% 1% 1%
23rd August 2011
SENTIMENT DISTRIBUTION
≥CONCERN DOWNPLAY LISTING ≤ENDORSEMENT
0% 13% 64% 23%
TOP DOMAINS
Twitter Facebook All Others
91% 4% 5%
Since the Springbok squad announcement last night, August 23,
2 600mentions were found in the online space.
CredibilityDEF: The more people
reached online, the more credible Springbok’s
conversation is.
A respected source is deemed as having the potential to reach
≥ 4 000 people, an authoritative source
≥ 1 000 000.
Most authors talking about the squad had online audiences of up to 300 people (level 3) – indicating the majority thereof is coming from ordinary consumers. We also saw more respected sources (level 5 ≤) talking than most brands, its size resulting in a greater overall reach per mention.
The reach of the Springboks squad announcement totaled
3 925 480Opportunities-To-See (OTS) of the conversation last night.
The Advert Value Equivalent (AVE)
R 760 983for last night’s conversation.
The following graph indicates the domains that have mentioned the Springbok squad announcement the most.
Of the total conversation, 91% came from Twitter. This comes at no surprise as Twitter allows for anyone to freely give their opinion, as well as directly congratulate some of the Boks (whom are very active on Twitter).
But whatexactly is being said?
Conversation Themes
Conversation Analysis Conversation for the evening had various themes:
The most spoken about topics were that of the various players. There was a lot of conversation directed particularly at the players that are known for their social media presence. (The following slides will indicate the level of engagement with some of the players).
The 2nd most spoken about topic was the unfortunate rendition of the national anthem by Just Jinger frontman Ard Matthews. The general public were very disgruntled by his abysmal performance.
John Smit
190 mentionsPeople love our Barney. He currently has a lot of critics, but the public back him for his leadership.
Victor Matfield
163 mentionsVice captain Vic will have a massive role to play. People strongly support him and acknowledge his leadership which will come into play in this year’s tournament.
Bryan Habana
185 mentionsSouth Africa’s favourite wing will have a lot of pressure on him going into the tournament. His every move will be closely scrutinized. Let’s hope he smashes some records.
Pierre Spies
205 mentionsThe public are keen to see our very own Hulk man up for his 1st Rugby World Cup. Big things expected here.
Butch James
231 mentionsThe whole country seems to have noticed Butch’s giggle antics during the event. This resulted in a massive online conversation. The public are well behind Butch.
Other topics?
Apart from the above mentioned themes another one which featured strongly was the sympathy and support for the players that did not make it.
Players like Ashley Johnson, Lwazi Mvovo, Flip van der Merwe, Bjorn Basson, Jean Deysel and Adrian Jacobs all received a lot of support from the online community and sincere regards were expressed to them.
Overall, is the community happy?
Sentiment
23% of mentions represented positive conversation to the point of endorsement and praise. 64% of mentions saw neutral conversation, whilst 13% of the total conversation was negative. This is very positive as a lot of the negative conversation was related to Ard Matthews and not the squad selection.
DEF: Each mention is assigned a score on a
10-point scale based on the strength of the authors feelings
towards the Springbok brand
≤ Downplay implies negative conversation.≥ Endorsement implies positive conversation.
Visual Support
Summary
The Springbok squad announcement had 2 600 mentions at the point of reporting (this was growing at a couple of hundred mentions per hour). The resulting conversation achieved an OTS of over 3 million opportunities, which equates to more than R 700 000 on earned media spend.
There was an extremely high level of engagement with the players and this may have contributed to the small amount of negative conversation generated by the event.
Recommendations
• Moving forward there are going to be numerous opportunities to interact with the Springbok brand over the next few months. Driving brand engagement during this crucial period will be pertinent to the brands off-field performance.
• Competitions are a key way to encourage continued communication as you seek to build lasting relationships with consumers and a sense of community.
GO BOKKE!
Appendix
Definitions• The online space or online community:
Refers to the environment in which any relevant Springbok 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 noticed 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 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
