bobs for good

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tBobsForGood

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General Insights: The campaign received 868 online conversations

23.846 of the conversation from Twitter

89% of conversation was Consumer driven

99.885% of the conversation was positive

4.72% of the websites linked back to

Bobsforgood.co.za

Brand momentum: 108 daily mentions per day

Campaign Value: R270 973.83 (AVE)

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BobForGood Reputation

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Reputation Insights: BobForGood has a very positive online

reputation.

As the campaign progressed the reputation has

continued to improve

Spike in conversation the 19th February related to

the launch of the campaign

Spike on the 24th related to the Argus Cycle

challenge

Volume of conversation rose quickly but has

been tapering off at an average of 15.72% per

day

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Sentiment Distribution

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Sentiment Insights: Almost zero negative mentions

Strong emotional response in 70.7% of the

mentions

Remaining 29.23% discussing campaign

positively

This demonstrates the communities willingness

to support an NPO in their personal capacity

Given that there was zero negativity an

increasingly positive social norm was set – hence

the increasingly positive conversation online. This

will assist in

sustaining momentum.

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Credibility Distribution

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Credibility Insights: Broad distribution of influence of authors

Slightly skewed towards “unknown” but some

authoritative authors do also comment

Reach per author was slightly lower than is

typical for most South African brands although

the difference is not significant.

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Media Distribution

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Media Insights: Highly skewed towards Consumer conversation

Considerable discussion within the Press

From a public relations perspective the campaign

was very effective and permeated all forms of

media (Press, Consumer and Enterprise)

effectively

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Credible Press source

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Credible Consumer sources

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Domain Distribution

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Domain Insights: 71.57% of the conversation was highly

fragmented (i.e. only one or two mentions about

the campaign per site)

Twitter occupied largest percentage (23.84% and

was therefore removed from this graph to

demonstrate off-Twitter conversation)

Bob Skinstad web properties did well to

communicate the campaign itself

Press coverage was strong

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Trends diagram

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Additional information

For further information please contact Tim Shier on tim.shier@brandseye.com or +27 21 462 7353