royal tour australia - social media metrics

Social Media Metrics // Royal Tour of Australia 2014

Marisa Woodham; Fergus Small; Oriane Martin; Elena Tassone; Alexandre Vergnes; Michael Korsec

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#BRIEFING

Social Media Metrics // Royal Tour of Australia 2014 2

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We!are!a!Social!Media!Consultancy!and!have!been!hired!by!the!

PR! department! of! the! British! Monarchy! to! analyse! the! online!

coverage! and! social!media! activity! generated! by! the! Duke! and!

Duchess!of!Cambridge!and!Prince!George’s!official!royal!visit!to!

Australia!in!April!2014.!!

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The! purpose! of! this! appointment! is! to! provide! analysis,! using!

digital!metrics,!of!which!tour!aspects!generated!the!most!and!the!

least! conversation,! and! to! thereby! make! recommendations! to!

the!Monarchy!for!the!strategic!planning!of!future!royal!visits.! The! contents! of! this! report! detail! our! findings! and! based! on!

those,! provide! future! recommendations! for! effective!

communications!and!social!media!strategy.!!

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Prince!William,!The!Duchess!of!Cambridge!&!Prince!George!arrive!in!Australia.!

Source:!facebook.com/britishmonarchy!!

3 Social Media Metrics // Royal Tour of Australia 2014

#REPORT OBJECTIVES


Objective Why How

Identify the audience’s spikes

Identify what interested Australian opinion Track conversation trends

Identify the inFluencers in Australia related to the Royal Tour

Investigate what opinion leaders say about the Royal Family and who they are and their attitude toward the British Monarchy

Using Radian6 and Little Bird analysis

Analyse the Share of Voice (SOV)

Which members of the family raised the most attention in Australia, and for which reason?

Thanks to Radian6 we are able to analyse keywords related to each member of the Royal Family and compare the amount of post related to each

Analyse the sentiment of the content

Analyse attitude toward the Royal Family’s actions in order to make recommandation for future trips To establish an editorial line. To select and adjust topics of interest that inFluence the Australian opinion

Radian6 – keyword analysis

Observe the demographics

Identify topics that interest more a certain gender, category of age

Radian6 demographic comparison and analysis

Identify the online channels most frequently used

To know where people talk the most about this event to know which channel to use to get the biggest buzz for coming trips the next time

Radian6

Recontextualise this information

To be able to give value and accuracy to the insights we found and provide relevant recommandations and express the limitation of such a technical work

Online sources such as newspaper, articles and protagonists website and blogs.


#THE CLIENT


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The!British!Monarchy!Social!Media!Footprint!

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‘The!British!Monarchy’! social!media! accounts! provide! updates,!pictures,! and! videos! of! the! work! and! activities! of! The! Royal!Family!and!the!British!Monarchy.! ‘Clarence!House’!social!media!accounts! refer! specifically! to! Prince! Charles,! The! Duchess! of!Cornwall,! Prince! William,! The! Duchess! of! Cambridge,! Prince!Harry!and!Prince!George.! !Both! entities! are! frequently! active! across!most! available! social!media!channels!and!have!a!global!following.!!

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Source: Twi>er.com


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@clarencehouse!Tweets:!5.4k!

Followers:!382k!Joined:!2010!Verified!

!@britishmonarchy!

Tweets:!18k!Followers:!654k!Joined:!2009!Verified!

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!The2British2Monarchy!

Photos:!10,591!Joined:!2010!

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!2

@clarencehouse!Stories:!114!Followers:!589!

!@britishmonarchy!

Stories:!49!Followers:!445!

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facebook.com/thebritishmonarchy!

!Followers:!1.1m!Page!Likes:!1.1m!

People!Talking!About!This:!240k!

Largest!Age!Group:!25J34!

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The2Royal2Channel!!

Subscribers:!128.2k!Views:!!43.9m!

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Clarence2House!Followers:!2.3k!Views:!2m!

The2British2Monarchy!Followers:!67k!Views:!2m!

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@clarencehouse!!

Posts:!207!Followers:!64k!

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!Clarence2House!Sounds:!47!

Followers:!307!The2British2Monarchy!

Sounds:!2!Followers:!88!

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STRENGHS( WEAKENESSES(• Positive!perception!of!Kate!as!potential!“next”!Princess!Dian!

• New!baby!• Young<!new!image!of!Royal!Family!• Active!across!social!media!channels!with!high!engagement!

• Monarchy!concept!seen!as!old!fashioned!• Royal!Family!will!never!live!there!and!are!not!coming!often!

OPPORTUNITIES( THREATS(• Increasing!positive!feeling!towards!monarchy!in!Australian!“Gen!Y”!

• Introduce!Baby!George.!Able!to!begin!a!long!lasting!relationship!with!Australia!

• Commonwealth!Games!2014;!Strengthen!relationships!between!countries!

• Encourage!tourism!in!the!countries!that!are!part!of!the!Realm!

• Republican!party!in!Australia!• Referendum!in!Australia!to!become!a!Republic!(i.e:!remove!the!Queen!as!head!of!state)!

• Influenced!by!increasing!anti<monarch!feelings!in!New!Zealand!(eg.!Removing!Union!Jack!from!the!flag).!

• “Parody”!social!media!accounts!causing!negative!perception/publicity!

• Competition!in!between!countries!(hard!to!be!the!Monarch!of!many!really!different!countries)!

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Analysis of Royal Family's Current Position.


#THE ROYAL VISIT


!!Contextual*Background*and*Significance*of*Tour.*!!!!In!2010,!Australian!Prime!Minister!Julia!Gillard!stated!(2010)!"I!believe!that!this!nation!should!be!a!republic.! I!also!believe!that!this!nation!has!got!a!deep!affection!for!Queen!Elizabeth."!She!stated!her!view!that!it!would!be!appropriate!for!Australia!to!become!a!republic!only!once!Queen!Elizabeth!II's!reign!ends.!In!this!context,!as!the!Royal!Family!PR!agency,!we!understand!the!importance! for! the! Prince! and! his! family! to! harness! the! same!emotional!relationship!with!the!Australian!people!as!that!of!his!grandMmother.!!With! the! launch! of! this! Royal! visit,! polls! show! that! the!proportion! of! antiMmonarchy! is! at! its! lowest! level! in! 35! years.!FiftyMone!per!cent!of!Australians!surveyed!believe!a!switch!to!a!republic! is! unnecessary,! and! only! 42! per! cent! are! in! favour.!Moreover,!more! younger! Australians! M! those! aged! between! 18!and! 24! M! say! they! don't! want! a! republic.!!!!!!!

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!! ! ! !!!!!!!!!!!!!!!Source:!Twitter.com/clarencehouse!! ! ! !To!summarize,!now! is! the!right! time! for! the!next!generation!of!the! Royal! family! to! create/strengthen! their! bonds! with! their!Australian! subject.! As! the! PR! agency! of! the! Royal! Family! we!understand! how! crucial! this! moment! is! and! we! will! watch!closely! the! social! media! impact! of! this! tour! to! point! out! what!went! well! and! what! created! negative! responses! in! order! to!provide!recommendation!for!future!official!visit.!


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According!to!the!official!office!of!The!British!Monarchy1,!the!aims!of!a!Royal!Visit!to!Australia!are!as!follows:!

• To!celebrate!Australia’s!culture!and!life!• To!honour!the!work!and!achievements!of!an!organisation!or!community!

• To!promote!charities!and!other!organisations!with!which!members!of!the!Royal!Family!are!associated!• To!celebrate!historic!occasions!in!the!life!of!a!region!or!a!nation!

• To!strengthen!friendships!and!economic!ties!• To!create!the!opportunity!to!be!seen!or!met!by!as!many!people!as!possible!

!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! !!!!!!!! !1!http://www.royal.gov.uk/MonarchUK/RoyalVisits/Royalvisits.asp !

Purpose and Objectives of the Tour


On Monday 7th of April, Prince William, his wife, The Duchess of Cambridge and their son, Prince George are starPng a Royal visit to New Zealand and will conPnue their journey in Australia starPng from the 16th of April and leave on the 25th of April. During this tour, they will have a Pght schedule. They are to do a tour thorough both territories. In Australia the tour will include several appearances in Sydney, Brisbane, Blue Mountains, Uluru (Ayers Rock) undertaking a number of social, cultural and poliPcal engagements.

April 16 -‐ Sydney, NSW -‐ Opera House recepPon

April 17 -‐ Blue Mountains, NSW -‐ visiPng bushfire-‐

affected areas

April 18 -‐ Sydney, NSW

April 19 -‐ Brisbane, Qld -‐ RAAF base

visit

April 20 -‐ Sydney, NSW -‐ Easter Sunday church service

April 21 -‐ Canberra, ACT

April 22 -‐ Uluru, NT

April 23 -‐ Adelaide, SA -‐ Meet young Australians at Northern

Sound System

April 24 -‐ Canberra, ACT -‐ RecepPon at Parliament House

April 25 -‐ Canberra, ACT -‐ Anzac Day march and

service at War Memorial

Royal Family Schedule for the Australian Tour.


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Real&time!updates,!news!and!pictures.!Linked!with!all!other!

profiles!(eg.!Instagram)!to!ensure!maximum!coverage.!!

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Photos!of!key!moments!both!in!the!public!eye!and!behind!the!scenes.!Album!

created!for!each!day.!!!!!!!!!!!

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Daily!updates!–!also!providing!contextual!and!historical!information!as!the!tour!happens!(for!example;!the!importance!of!ANZAC!day!and!significance!of!visit!to!Uluru)!!

Social Media Tactics


Analysis(&(Measurement(Timeframe((

March(24(2014( April(24(2014(April(16(2014(

DURING(VISIT((PREDVIST((

To#effectively#monitor#the#online#noise#and#fulfill#objectives,#it#is#essential#to#analyze#the#environment#both#before#and#during#the#Royal#Visit.##


#PERFORMANCE ANALYSIS


!!!!!Conversation!Evolution!!! Mentions(of(the(Royal(Family(and(the(Royal(Tour(in(the(contexts(of( Australia,( Kate,( William,( and( Prince( George( were( put( on( a(trend( line( to( analyze( the( peaks( in( conversation( from( April( 4( D(April(25,(2014.(The(first(peak(occurs(on(April(7((the(official(start(date( of( the( Oceania( tour)( when( the( Family( is( spotted( briefly(touching(down( in(an(Australian(airfield(as( they( transfer(planes(to(travel(to(New(Zealand.(Chatter(in(Australia(drops(from(April(8(to(April(15(while(the(Family(embarks(on(the(New(Zealand(leg(of(their(tour. (The(largest(peak(occurs(on(April(16(when(the(Family(arrives(in(Sydney( to( begin( their( visit( in( Australia,( and(William( and( Kate(appear(at(a(reception(at(the(Sydney(Opera(House.(Chatter(teeters((

((((off( until( April( 19( D( 20( when( public( appearances( occur( at( the(RAAF(Amberley(base,(Brisbane(Convention(Centre,(and(Taronga(Zoo.(The(final(peak(occurs(on(April(22(with(a(public(appearance(at(Uluru((Ayers(Rock).( We( tried( to( account( for(why( peaks( occur( for( some( events( and(not(for(others.(Common(factors(between(successful(events(are:

• Public(appearances(staged(at(iconic(national((Australian)(landmarks(

• Public(appearances(accompanied(by(Prince(George(( Drops(in(conversation(can(be(explained(by:(

• “Days(off”((no(public(appearances)(• Appearances(at(smallDscale,(localized(events((such(as(the(

April( 17( Blue(Mountains( bushfire( affected( street( or( the(April(18(children’s(hospice(visit(

(


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Post

Date

Conversa-on Evolu-on

Royal family

RT Aus

RT George Aus

RT Kate Aus

RT William Aus

• First day of tour • Transfer in AUS to NZ-‐bound plane

• Arrival in AUS • Appearance at Sydney Opera House

• Appearance at Uluru

• RAAF Amberley base visit • Brisbane ConvenPon Centre recepPon

• Taronga Zoo visit

Source: Radian6


As we can see from the graphs, the biggest change in media usage from the period pre-‐visit to the beginning of it (from 14/03 to 03/04), is related to sharing and posting images (mostly through Instagram). Although, even if Twitter had registered less increase in posts compared to ‘Images’, it remains the channel most used to talk and share information about the Royal Visit in Australia. In terms of percentages, the 74% of the posts were made using Twitter.

Media Type Evolution Analysis

Source: Radian6 19

Share of Voice (SOV)

From April 4 – 24, 2014, ‘Royal Tour Australia’ reaches an SOV of 50.4% with 17,273 mentions, and ‘Royal Family’ achieves a SOV of 15.6% with 5,336 mentions. During this timeframe ‘Royal Tour Kate’ reaches a SOV of 15.6% (with 4,423 mentions), ‘Royal Tour George’ achieves 11.2% (with 3,825 mentions), and RT William reaches 10% (with 3,435 mentions). The fact that ‘Royal Tour Kate’ surpasses her husband and child in SOV, and achieves an equal amount to the general ‘Royal Family’ highlights the high level of fascination people have for Kate.

61% 53%

49%

16% 15% 10%

12% 14%

13%

6% 9%

10%

5% 9%

18%

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Before 24/3 to 3/4 During NZ 4/4 to 15/4 During Aus 16/4 to 24/4

RT Aus

RT George

RT Kate

RT William

RF Aus

Evolution of SOV The Royal Tour and the Royal Family (as general topics) represented the biggest areas of conversation during the tour. In terms of royal family members, prior to the visit and during the New Zealand leg of the tour, Prince George held the largest SOV; however, during the Australian leg of the tour Kate garnered the largest SOV. This may reveal that while New Zea l and aud i ence s a r e mos t interested in George, Australian audiences are most interested in Kate. Please see the following page for a close-‐up view of royal family members’ share of voice.

Source: Radian6 20 Social Media Metrics // Royal Tour of Australia 2014

SOV – Individual Family Members

47% 39%

30%

34%

36%

39%

19%

25%

31%

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3500

Before the Tour 24/3 to 3/4

During the NZ Tour 4/4 to 15/4

During the Aus Tour 16/4 to 24/4

George

Kate

William

SOV – Evolution; before and during tour.

No. of Posts

Source: Radian6 Source: Radian6


37

27

18

10

4 3

1

25-‐34

35-‐44

21-‐24

45-‐54

18-‐20

65+

55-‐64

Demographic Analysis – Age

The conversation is dominated by users within the 21-‐44 age range (82%). Unsurprisingly, of this, 37% (the highest segment) is made up of people aged 25 – 34. It would be reasonable to assume that this could be attributed to the fact that people within this age range are, in general, more active across social media platforms.

Demographic split of engaged audience (%)

Age Group

Source: Radian6


The pie chart represents the demographic segmentation by gender of the people that have been posting about the royal visit in Australia. Clearly, women are much more engaged/active online as they account for the 61% of the total online population that have been posting about the visit.

39%

61%

Demographic Segmentation by Gender (from 15 Apr to 24 Apr)

Male 2,067

Female 3,204

Demographic Analysis -‐ Gender

Source: Radian6


!!!Sentiment!Analysis!!!The$proceeding$section$of$this$report$will$analyze$the$sentiment$towards$the$Royal$Visit$as$portrayed$across$social$media$channels.$From$our$original$analysis$of$the$Royal$Family’s$position,$we$can$see$that$there$are$a$number$of$threats$and$weaknesses$to$people’s$perception.$$$$$$$$$

$$$$$$This$is$evident$in$Australia$mainly$due$to$a$changing$political$landscape$in$which$a$proportion$of$Australians$are$campaigning$for$the$creation$of$an$independent$republic$and$the$removal$of$the$Queen$as$head$of$state.$We$will$analyze$positive$and$negative$sentiment,$where$it$occurs$and$the$frequency/split$of$comments,$posts$and$conversations.$$


Platform

Number of Posts

Analysing the content of the posts, it is evident that the majority are positive. In particular: 84% of the total Tweets are positive, while only the 16% are negative. There are also posts that are considered as ‘mixed’ (somewhat positive and somewhat negative) but they will not be analysed, as they do not represent relevant numbers.

Sentiment Analysis by Channel

Source: Radian6 25

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Post

Date

Sen-ment RT Aus

posiPve

negaPve



• Visit to Blue Mountains bushfire affected street

• Royal Easter Show • Children hospice visit • Surf lifesaving event



• No engagements


• Canberra

Source: Radian6


Sentiment'Analysis*' *Note:'The'operation'of'Radian6’s'Widget'Keywords'cannot'detect'sarcasm'and'so'this'data'is'an'approximation.'

1. Sentiment'‘Royal'Tour'Australia’' Sentiment' towards' ‘Royal' Tour' Australia’' closely' followed' the'

online' conversation' trends' pertaining' to' the' Royal' Tour' as' a'

whole,' meaning' that' we' can' see' peaks' and' dips' in' sentiment'

talks'that'mirror'the'overall'conversation'evolution.'' A' massive' increase' in' sentiment' conversations' (both' positive'

and'negative'dialogue)' is'evident'on'April'16.'The'vast'amount'

of' sentiment' expressed' here' can' be' attributed' to' the' fact' that'

this'date'marks'William,'Kate,'and'George’s'arrival'in'Sydney'to'

officially'begin'the'Australian'leg'of'their'Royal'Visit.' The'only'notable'difference'between'the'conversation'evolution'

and'‘Royal'Tour'Australia’'sentiment'patterns'occurs'on'April'17'

when,' despite' the'massive' decline' in' general' conversation,' an'

increase' of' positive' comments' and' a' decrease' of' negative'

comments'occur.'

'

This'could'be'explained'by'the'fact'that'on'this'date'William'and'

Kate'visited'a'street'of'the'Australian'Blue'Mountains'area'that,'

at' the'end'of'2013,'was'devastated'by'bushOfire.'Here,'William'

and'Kate'spoke'with'the'affected'locals,'members'of'emergency'

services,' charities,' and' others' who' provided' assistance' during'

the'fires.'

'

It' is' likely' that' the' combination' of' this' act' of' community'

outreach'by' the'royal'couple' (and' the' fact' that' they' factored' it'

into' their' visit,' with' other' more' highOprofile' events' certainly'

competing' for' their' attention)' with' the' communityObound'

nature' of' the' tragedy' meant' an' increase' in' appreciative'

sentiment'and'a'decrease'in'criticism.' '

'

'Source:'www.twitter.com/clarencehouse'


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Post

Date

Sen-ment Royal Family

posiPve

negaPve







• No engagements


• Canberra

Source: Radian6


!!2.!Sentiment!‘Royal!Family’! !In! general,! sentiments! towards! ‘Royal! Family’! during! the! Tour!follow!the!conversation!evolution.! However,! from! April! 16! –! 18,! while! the! global! conversation!decreases,!there!is!an!increase!of!positive!sentiment!talks!and!a!decrease!of!negative! sentiment! talks!about! ‘Royal!Family’.!This!may!be!due!to!the!excitement!surrounding!the!beginning!of!the!Tour,!and! to! the! fact! that!events!on!April!16!–!18!were! largely!low! profile! and! charitable! in! nature! (for! example,! the! visit! to!Blue!Mountains!and!a!visit!to!a!children’s!hospice).! Interestingly,! from! April! 19! –! 21,! while! global! conversation!steadily! decreases,! there! is! also! a! vast! decline! in! positive!sentiments.!This!may!be!explained!by!the!fact!that!the!Taronga!Zoo!visit!on!April!20!was!a!leisure!visit,!rather!than!a!charitable!or! dutiful! visit.! As! well,! the! Family! had! no! engagements!scheduled!for!April!21.!!!Between! April! 21! –! 23! positive! sentiment! rapidly! increases!which!may!be!explained!by!the!largely!publicized!appearance!at!Ayers!Rock!on!April!22!(which!drew!comparisons!to!the!same!!!!

!!!!classic!photo!taken!of!Prince!Charles!and!the!late!beloved!!Princess!Diana!on!their!own!Australian!tour!30!years!earlier).!!!This! increase! can! also! be! explained! by! the! couple’s! largely!photographed!appearance!as! ‘DJ! students’! in!Adelaide!on!April!23,!and!their!publicized!appearance!in!Canberra!at!the!National!Portrait!Gallery.

!Prince!William!and!The!Duchess!of!Cambridge!visit!Uluru!(Ayres!Rock)!!Source:!

twitter.com/clarencehouse!


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Post

Date

Sen-ment RT William AUS

posiPve

negaPve







• No engagements


• Canberra

Source: Radian6


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Sen-ment RT Kate AUS

posiPve

negaPve







• No engagements


• Canberra

Source: Radian6


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Sen-ment RT George AUS

posiPve

negaPve




• No family engagements

• Canberra

Source: Radian6


#INITIAL INFLUENCER ANALYSIS & RANKING


Quan-ty of content ranking

Engagement Ranking

Followership Our ranking

1# @royalround / 370 Excluded: not enough engagement*

2# @y7news #18 46,5k

3# @Goaustralianews

/ 5 Excluded not enough engagement*

4# @geraldk / 164 Excluded not enough engagement*

5# @channeltennews

#4 24,8k

6# @bluebuzzbird


7# @smhnews #36 2850

8# @ABCnews #2 321k

9# @SBSNews / 71,2k Excluded not enough engagement**

10# @andrew_hough


15# @9NewsAus

#1 67k

Using Radian6 we, were able to gather a ranking of the related Australian Twitter accounts posting the most about the Royal Tour (1st column). We also ranked the accounts according to the rate of engagement (2nd Coloumn). Our main goal here was to reidentify the most relevant inFluencers that broadcasted information about the Royal Tour. When calculating rankings, its was important for us to consider the following; •  *Some accounts post a lot of content but do not necessarily have a lot of followers or a good engagement rate.

•  **Newspapers make informational tweets that are not necessarily retweeted by their considerable audience, ex: @SBSNews -‐ a TV news account.

Nevertheless, they are credible sources that people are interested in, that may be Re-‐Tweeted (RT), for example; @y7news @channeltennews @smsnews @abcnews @9newsaus who are the biggest inFluencers as they have a high engagement rate and produce a lot of content. Source: Radian6

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Our ranking of influencer

Account Quan-ty of content ranking

Engagement Ranking

Followership

#1 @ABCNews 8# #2 321k

#2 @channeltennews

5# #4 24,8k

#3 @9NewsAus 15# #1 67k

#4 @y7news 2# #18 46,5k

#5 @smhnews 7# #36 2850

As they are not of Australian origin, we have chosen to exclude certain accounts from our InFluencer Rankings: @britishroyal (3rd) and @clearancehouse (5th) (the ofFicial Royal handles) To create the ranking we valued engagement higher than followership. This is because it is not guaranteed that a Tweet will reach all followers. The biggest inFluencers are: @ABCNews, ranked 8th @channeltennews, ranked 5th in the number of tweets and 4th in the number of retweets with a lower followership.

Source: Radian6


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#2

#3 #1

#4

#5

These informative tweets r e t a i n e d t h e m o s t attention. We notice that Prince George commands s i g n i F i c a n t l y m o r e attention than his parents.

Source: Twitter.com


Australian InLluencers’ analysis with Litltle Bird Thanks to Little Bird, we identify the members of the community that describe themselves as such thanks to keywords. Here we used the ofFicial hashtag #royalvisitAus that impose itself to us as the reference to identify the inFluencers that tweet about our event: -‐  We identiFied 5 InFluencers but not in Australia -‐  All have a bio where it is mentioned #Royal or #RoyalvisitAus -‐  They all describe themselves as reporters covering the Royal Tour in Australia

Blogger

Reporter for Royalcentral.co.uk

Blogger

Magazine people for women

UnofFicial source of information about the RF

Source: VisualizaPon, Li>le Bird, Report: #royalvisitaus


Full Name

Person/Company

Number of followers

Number of friends

Number of total tweets

DescripPon *LocaPon (raw)

Kelly Mathew

s

person 2371 606 22705 Kelly Mathews reports on ALL THINGS REGAL from across the pond! Covering the 2014 Royal Tour in

New Zealand & Australia #RoyalVisitNZ & #RoyalVisitAUS

Toronto, Ontario, Canada

Cindy person 263 531 3554 Deputy Editor and Writer for @RoyalCentral-‐History Teacher-‐Book Junkie-‐Lover of Futbol-‐All Views Are

My Own-‐-‐Currently covering #RoyalVisitAus

UK mind..stateside

body Charlie Proctor

person 401 93 367 Chief Reporter @RoyalCentral -‐ views are mine. Currently covering #RoyalVisitNZ & #RoyalVisitAus.

Noqnghamshire

HELLO! company 100621 2157 50443 The celebrity and royal news magazine and website HELLO! Like us on h>ps://t.co/dRcvTzl3I2

#RoyalVisitAus

London

DownUnder2014

company 377 59 109 Bringing you the latest news from the Duke and Duchess of Cambridge and Prince George's

Australian and New Zealand Tour. #RoyalVisitNZ #RoyalVisitAus

Limitations of Little Bird We tried to use Little Bird to see what kind of information we could Find and use, but this tool is limited for the following reasons: •  We do not know when does this report starts or ends and if it is based at a T-‐moment or not •  Some inFluencers are not Australian*, which does not help us to Find out what is the Australian opinion about the Royal

Family but it shows that the audience is still interest in it.

InLluencer Analysis by Little Bird

Source: LittleBird


#KEY FINDINGS AND FUTURE

RECOMMENDATIONS


Strengths !Overall,! coverage!of! this!Royal!Tour!was!strong.!The!Tour!was!covered!in!great!detail!and!in!real9time,!which!caused!audiences!to!feel!involved!at!each!step.!

• Some!channels!encouraged!users!to!interact!with!the!Monarchy’s!owned!media!platforms!and!drove!traffic!towards! social! media! sites;! for! example,! Storify!offered! exclusive! and! ‘behind! the! scenes’! photos! in!advance!of!the!mainstream!media.!!

!• Notably,! both! @ClarenceHouse! and!

@TheBritishMonarchy! Twitter! accounts! actively!created! their! own! content! (again! in! advance! of! the!mainstream! media).! This! enabled! more! control! for!the!Monarchy!and! the!opportunity! to! tell! their!own!stories,!as!opposed!to!relying!on!journalists’!editorial!agendas.!!

!

• Share!of!voice!was!strong:!As!seen!through!Radian6!technology,!people! talked!about! the! tour!worldwide!and!a!lot!in!Australia.!!!

)

Areas)for)Improvement)!

Channels:!It!is!recommended!that!the!Monarchy!invests!in!market! research! in! order! to! know! the! best! social! media!channels!to!reach!each!target!audience.!For!example,!which!social!media!channels!are!preferred!by!‘Millennials’?!Which!social! media! channels! (if! any)! are! preferred! by! ‘Baby!Boomers’?!This!should!be!done!well!in!advance!of!the!next!royal! tour,! and! the! demography! and! culture! of! the! next!location!should!be!factored!into!the!research.!!

Hashtags:!The!use!of!two!different!hashtags!for!each!leg!of!the!Tour!(#RoyalTourAus!and!#RoyalTourNZ)!proved!to!be!a! distraction.! Noise! was! created! as! people! didn’t! know!which!hashtag(s)! to! use.!As! a! result,!we!observed! a! lot! of!different!keywords!and!hashtags!such!as:!Royal!Tour,!Royal!Visit,! #RoyalTour,! #RoyalVisit,! #RoyalTourAus,! and!#RoyalTourNZ.!This!caused!the!conversation!to!be!diluted,!whereas! having! one! hashtag! would! have! created! a!coherence! that! merged! all! the! conversations! together! for!stronger! impact! and! perhaps,! trending! topics.! If! different!country! hashtags! were! created! in! order! to! analyze! if! the!content!pertained!to!Australia!or!New!Zealand,! this!would!not!have!been!necessary!because!today’s!tools!allow!us!(by!way! of! the! IP! address)! to! determine! where! the! content!originates!from!geographically.!!


!!!!!!!!!Influencers:!It!is!recommended!that!society!leaders!of!opinion! in! addition! to! more! online! influencers! are!

identified!in!order!to!involve!them!in!the!conversation!

and!event!promotions!to!help!promote!the!royal!family!

and! the! monarchy.! People! trust! their! national! media!

(Sonnad,!2014)!more!than!international!media,!and!so!

identifying! national! leaders! of! opinion! would! be!

preferable!(to!be!actioned!for!the!next!tour).!!

!

!!!!!!!

!!!!!!!!!Content:! The! content! projected! by! the! Monarchy’s!accounts!during!this!tour!was!too!‘oneHway’;!there!was!

a! lack! of! ‘twoHway’! exchange! between! the! Monarchy!

and!the!online!sphere.!It!is!advisable!for!the!Monarchy!

to! develop! their! communication! strategy! to! be! twoH

way,!where!there! is! the!potential! for!more! interaction!

with!the!people,!instead!of!just!pushing!out!content!as!

a!means!of!selfHpromotion.!!

!

!


!

Reference'List'!Australian!Republican!Movement!(2014).!Our$Identity.$Available:!http://www.ouridentity.org.au!Last!accessed!25th!April!2014!!Independent!Australia!(2014).!Republic.$Available:!!http://www.independentaustralia.net/australia/republic!Last!accessed!22nd!April!2014!!Gillard,!J.!in!Lane,!S..!(2010).$PM$wants$change$of$monarchy$before$republic.$Available:$http://www.abc.net.au/worldtoday/content/2010/s2985076.htm$Last!accessed!28th!April!2014.$!Sonnad,!N..!(2014).!The$web$is$not$actually$getting$any$more$global.$Available:!http://bit.ly/1rErTKQ!Last!accessed!24th!April!2014.!!The!Royal!Household.!(2010).!Queen$and$Royal$Visits.!Available:!http://www.royal.gov.uk/MonarchUK/RoyalVisits/Royalvisits.aspx.!Last!accessed!23rd!April!2014!

!

Online'sources:'!www.twitter.com!www.facebook.com!!www.instagram.com!www.storify.com!!

www.flickr.com!www.YouTube.com!!www.google.com/plus!www.soundlcoud.com!www.klout.com!!!Tools:''!Radian6!!LittleBird!


royal tour australia - social media metrics

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