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#LoveIsInMyBlood
ELTON JOHN AIDS FOUNDATIONCAMPAIGN TWITTER ANALYSIS
Chris Zimmerman & Kjeld Hansen
The Celebrity Packet
A Twitter Movement
#loveisinmyblood Campaign: Mindjumpers partnership with CSSL
Mindjumpers' priorities for the EJAF:
● Raise Awareness
● Retweet Campaign
● Hashtag the Movement (the Well)
● AIDS (SIDA, HIV, VIH)
● Link to ejaf websites
● Include in every post: "Please share/retweet"
● Create momentum for an ongoing campaign for 2013
The #loveisinmyblood Campaign: Mindjumpers partners with CSSLMonday, February 11th: - Introduction to campaign- MJ ask for SM analysis from CSSLTue, February 12th: - Gameplanning of the Campaign Timeline- Offered to do post-analysis of Twitter and Facebook (and Instagram) activity- Coordination between Mindjumpers with 5 CSSL team members Wed, February 13th: - Presented twitter tools (and training) to Mindjumpers- Conceptualisation of Mindjumpers DashboardsThursday-Friday, February 14-15th: - 10:00am Campaign Begins- Twitter activity monitored and analysed from ITM - Mindjumpers creating live content on behalf of the Elton John AIDS Foundation
#loveisinmyblood Campaign: Mindjumpers partnership with CSSL
● Collaborative observation and analysis with Mindjumpers
● Provided basic training with social media tools to MJ employees
● Helped conceptualise observation and analysis in the "War Room"
● Provided real-time statistics, reporting and post-analysis
TOOLSPre-analysis, Raw Data and AlertsFollowerWonk Crosswall, Mapping, KI, Follower Data
Twitter Counter Growth Predictions
SocialBro Timing Calendar
Socialbakers Macro Statistics
Tweet Archivist Logs and reports
Sodato Raw Data & Social Data Analysis
Quintly Facebook Backup Tracking & Metrics
If This Then That (IFTT) Recipe Celebrity-Hashtag Alerts
Topsy Comparisons & Daily Twitter Alerts
Nitrogram Daily Instagram Alerts
TOOLSLive Campaign and Post-AnalysisFollow the Hashtag User/#-tag usage
Gramfeed Instagram Map & Monitoring
NodeXL Network Analysis
Sentiment140 Polarity & Monitoring
SocialBro Realtime Activity, Growth, Language
Topsy Pro Analytic Activity, Geography, Exposure
Trends Map Where Topics are Trending
Tweet Ping World Twitter Clock & Meter
Tweet Charts Buzz, Sentiment, Language, Photos
Tweet Reach Reach, Exposure, Top 50 Influencers
TOOLSPurchased for Archiving & Real-time
SocialBro● Dashboarding & Live Stats● Key Influencer Targeteing
Topsy Analytics Pro● Exposure Statistics
TweetArchivist - 20 Archives● 14 Celebrities + 6 Keywords/Hashtags● 19 x Three-day Accounts + 1 x Pro (ongoing)
Primary FocusAreas of Inquiry & Analysis
Goal : Raising Awareness
How effective was the campaign at spreading the message about HIV AIDS on both Facebook and Twitter?
○ Magnitude of Message (#hashtag)○ Growth of Foundation (@ejaflondon)○ Volume of Aids Chatter○ Sentiment of Aids Discussion
Special Reports (for Pre/Post Analysis)
● CELEBRITIES : Which celebrities will gain the most from their involvement? (14 Planned Celebrities with 29m followers and 38m fans)
● COUNTRIES : Is it possible to predict which countries the outbreak will disseminate to, or where to target the campaign message?
TWITTER REPORT
Contents:
● Country Targeting (Pre-Analysis)
● Aids Momentum
● Measuring The Foundation - @EJAF
● Monitoring the Hashtag - #LoveISInMyBlood
● Follower Analysis
● Celebrity After-Effects (Post Analysis)
● Instagram Spillover
● Celebrity Cross-World Analysis (Coming Soon)
● Sentiment Analysis (Coming Soon)
COUNTRIES FOR CAMPAIGNING
Celebrity Presence Twitter UsageCombination of all 19 celebrity followers, sorted by country. Countries with the highest exposure to Twitter
Source : Topsy Pro
Celebrity & Twitter Countries
Estimated HIV Prevalence (UN 2011)
#aids
February 14th
February 15th
Source : TweetCharts
Influential Tweet Links for "Aids"Source : Topsy Analytics - Free Version
"AIDS" "HIV" "SIDA" MentionsSource : Topsy Analytics - Free Verison
@ejaflondon
@ejaflondon
● Averages 11 followers / day● Prediction : 262 days to achieve 13,200
followers*● Achieved 13,948 during launch● 3,519 new followers (34% growth)
*according to TwitterCounter
Exposure Levels of the CampaignSource : Topsy Analytics - Free Verison
Top LinksSource : Topsy Analytics - Free Verison
Following the HashtagSource: FollowTheHashtag
#hashtags monitored
#LoveIsInMyBlood#LoveIsInYourBlood#EJAF#EltonJohnAIDSFoundation#AIDS#HIV#AiWeiwei#EltonJohn#Blood#SirEltonJohn#EndAIDS
Volume of Tweets During Launch
Top 25 Posters
Admin #loveisinmyblood Tweets
tweet rate (buzz)
How does a hashtag go from0-to-60in 10 hours?Source: FollowTheHashtag
Following the Hashtag
10:00
11:00
12:00
13:00
14:00
15:00
16:00
17:00
19:00
20:00
Buzz - #loveisinmyblood
Simple buzz rate of tweet volume over time* (Hubermann)
FollowTheHashtag Averages 0-to-20 Tweets / Hour
Buzz - #loveisinmyblood
TweetCharts Samples
Day 1 (9am to 10pm)● 1 tw / hour (Morning)● 1 tw / minute (Afternoon)● 5 tw / hour (Evening)
Day 2 (8am to 6pm)● 60 t/hr > 30 t/hr
*based on a rolling sample of 500 tweets using TweetCharts
The Outbreak - Trending on Twitter
19:00 Sydney, Rio
21:00 New York
22:30 Chicago, Toronto, Mexico City
9:00am L.A., Paris, Manchester
Top 10 Trending London (2:00pm)
Top 10 Trending UK (5:00pm)
#loveisinmyblood languages
Day 1 (Morning)Spanish Minority > 15%
Day 1 (Evening)Multilingual > 25%
Day 2 (Morning)French Minority < 15%
Language Analysis
keywords monitored
“Love is in my blood”“Elton John AIDS Foundation”EJAFEJAF.comAIDSHIV“Blood drop”“Blood droplet”“Drop of blood”“Droplet of blood”“Bloody finger”“Blood print”“Finger print”
Blood“Elton John”“Sir Elton”“Sir Elton John”“AIDS free future””“End AIDS”“Fight AIDS”“Ai Weiwei”“Love is the cure”“David Furnish”“Love is in our blood”“Love is in the blood
Tweet Archive: Corresponding Topics
Tweet Archive: Word Associations
Impressions: #loveisinmyblood and #loveisinyourblood
Gross Impressions: Shown 97,573,644 times in users' timeline within time period
Impressions: #loveisinmyblood and #loveisinyourblood for US and UK
Gross Impressions: Shown 87,139,393 times in users' timeline within time period
Impressions: Elton
Gross Impressions: Shown 72,902,682 times in users' timeline within time period
Impressions: Elton for US and UK
Gross Impressions: Shown 22,699,178 times in users' timeline within time period
Impressions: Elton for WorldFollowing countries had many impressions for Elton, which did not necessarily include the hashtags● Brazil: Times shown in users' timeline between
February 13th - 15th 2013: 3,847,979 times● Venezuela: Times shown in users' timeline between
February 13th - 15th 2013: 28,528,273 times● Spain: Times shown in users' timeline between
February 13th - 15th 2013: 2,437,982 times● Mexico: Shown in users' timeline between February
13th - 15th 2013 4,220,006 times● Argentina: Times shown in users' timeline between
February 13th - 15th 2013: 1,196,205 times
Impressions: Elton and EJAFs
Gross Impressions: Shown 144,917,916 in users' timeline within time period
Impressions: Elton and EJAFs for US and UK
Gross Impressions: Shown 86,215,839 in users' timeline within time period
Elton, EJAFs, #loveisinmyblood, and #loveisyourblood
Gross Impressions: Shown 242,091,560 in users' timeline within time period.
Elton, EJAFs, #loveisinmyblood, and #loveisyourblood for US and UK
Gross Impressions: 173,402,702 times shown in users' timeline within time period
Impressions: Elton, EJAFs, Hashtags, and Celebs
Gross Impressions: 977,296,206 times shown in users' timeline within time period
Impressions: Elton, EJAFs, Hashtags, and Celebs for US and UK
Gross Impressions: 737,002,550 times shown in users' timeline within time period
usage of #loveisinmyblood tweets
40% of tweets had photos (or video)
85% Unique Tweets [84-86%]85% Retweet rate [83-88%]88% Used a @mention [86-91%]
Sentiment AnalysisSource : TweetMood
#loveisinmyblood
@ejaflondon
@EJAF FOLLOWERS
Network Analysis of a hashtag
Europe EJAF (Before)
liverpool (+2), ireland (+1), scotland (-1)
World EJAF (After)
texas (+2) , florida (-1), toronto (-3), washington (new)
Languages of ejaflondon's followers
● 156 new Spanish followers (previously 4.3%)
● Other also went up by 84 fans (.2%)
● 572 new English fans, but decreasing percentage of the whole.
Bio word cloud of @ejaflondon
TRENDS :social media (+2) music lover (-2)mother (+1) wife mother (+1) happily married (-3)gay (+1) hivaids (+1)
Potential Exposure / Hour
Social AuthoritySource : FollowerWonk
Key Influencer Targeting
Crossworld Analysis
CELEBRITIES
@handles monitoredPLANNED
@stephenfry
@warne888
@elizabethhurley
@jamieoliver
@flo_tweet
@aiww
@eltonjohndotcom
@paulocoelho
@georgetakei
@misskellyo
@larastone
@davidwalliams
@4planb
UNPLANNED
@edsheeran
@emelisande
@rugbybencohen
@annielennox
@officialadele
@eminem
@shakira
NO-SHOW
@jessiej
ORGANIZATIONS
@ejaflondon (now migrated to @ejaf)
Celeb Posting Timeline
IMPACT FROM CELEBRITIES
CELEBRITIES (all mentions)
*more than avg daily increase, based on 80 day sample
Celebrity Endorsement
18 Twitter Celebrities 17% Real Growth*
35 Tweets Kelly Osborne 31%68 Million Followers Adele 28%22% Growth Elton John 410%
Instagram Spillover
Instagram Photos● 47,344 likes - (Teddy's) Ed Sheeran Photo*● 3,576 likes - Emil Sande's Photo● 1,281 likes - Lara Stone's Photo● 72 combined likes for 20 EJAF photos*Majority for 'Your blood' (99 vs 84 photos)
Sentiment Analysis
Coming Soon!
CELEBRITYCross-World Analysis
Coming Soon!
Chris ZimmermanCopenhagen Business [email protected]@socialbeit
Kjeld HansenIT University of [email protected]@kjeldsh