bobs for good
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www.brandseye.com
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 [email protected] or +27 21 462 7353