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saidWot presents ORM

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The Topsy Foundation: Cycle Challenge ORM Report

Reporting Period: 29 September 2011 to 20 November 2011

Average Brand Reach: R481.07

Cumulative Brand Reach: R18 280.80

Reputation Score: 3.21/5

Sentiment:

● Positive: 6

● Neutral: 32

● Negative: 0

Executive Summary

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The Online Buzz

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What is ORM?

Online reputation management or ORM, is the process of consistent monitoring of a brand as represented

by the content across all types of online media and then using this information to deal with negativity and to

pro-actively protect ones brand via conversation.

Why use ORM?

With the growth of consumer-generated media, information can be generated much quicker than ever

before, meaning that companies are no longer exclusively in control of their brand messages. The

consumer controls how your brands are being perceived online.

With the size and viral intricacy of the internet, coupled with the speed at which news travels it’s difficult to

continuously monitor all that is being said. However for business leaders, it is vitally important to actively

listen to what the buzz is about online and whether it is positive or negative – you need to be aware how

your brand is being perceived so as to act on the consumers perceptions.

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What is Online Reputation Management?

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The Process

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saidWot is the online PR, branding and reputation management tool that helps

brands analyse their reputation and brand value in the online environment.

In addition, saidWot ranks mentions received, in a user friendly manner,

according to relevance, credibility, sentiment and the authority of the sites and

takes those results and gives them meaning.

What Differentiates saidWot from other ORM tools?

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Brand reach refers to the reach-value of the article or post the brand was

mentioned in, in commercial terms.

This information illustrates the value of the exposure that the brand is receiving

online. That is, the reach and the cost it would take to achieve if the same

amount of exposure was purchased in the form of online banner advertising.

Brand Reach explained

Average Brand Reach: R481.07 (2 405.35 impressions per comment)

Cumulative Brand Reach: R18 280.80 (91 404 impressions overall)

• Peaks in Brand Reach occurred on the 25th of October and again on the 14th, 18th and 20th of

November. This was mainly due to tweets by the comedians participating.

Brand Reach

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The reputation score indicates a brand’s health trend in the online

environment. It is comprised of the following:

• The tone of the paragraph and context in which the keywords have been

mentioned i.e. sentiment (positive, neutral, negative).

• The credibility of the site or the social influence credibility of the profile

posting the mention.

• The positioning of the mention within the site (header, homepage, lesser

page).

Reputation Score Explained

• The average reputation score throughout the measurement period was 3.21.

• This reflects a healthy brand online, although both the reputation score and coverage was

unstable throughout the reporting period.

• Coverage was at its highest on the 20th of November due to the race taking place on this

date.

Reputation Score

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The race against Forrest is discussed on 94.7.

Chris Forrest speaking about the race against Forrest on 702

Reputation Score

94.7 Momentum Cycle Challenge

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Total coverage: 38 mentions

● Positive: 6

● Neutral: 32

● Negative: 0

Majority of the comments

received were motivations to the

public to vote for either Forrest or

the relay team to win the cycle

challenge and simultaneously

donate R15.

Volume & Sentiment

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Most Popular Platform: Social Media: 37

Other Platforms:

• News: 1

10 comments were tweets regarding the

raffle to win the bike.

All the comments posted via social media,

were posted on Twitter, whilst the News

article was posted on www.citizen.co.za.

Media Source

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Top Tweeters

Although Nik Rabinowitz only tweeted 3 times, he generated the highest brand reach due to a

high amount of followers.

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Top Tweeters: Warren Robertson

Average Brand Reach: R712.32

Cumulative Brand Reach: R3 561.60

Reputation Score: 5/5

Total Coverage: 5 Tweets

Retweets: 2

He mentioned the raffle to win a bike as

well as his views and experiences while

preparing for the cycle challenge.

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Top Tweeters: Dave Levinsohn

Average Brand Reach: R182.60

Cumulative Brand Reach: R547.80

Reputation Score: 5/5

Total Coverage: 3Tweets

Retweets: 1

He motivated his followers to donate

and take part in the raffle.

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Top Tweeters: Nic Rabinowitz

Average Brand Reach: R1 267.60

Cumulative Brand Reach: R3 802.80

Reputation Score: 5/5

Total Coverage: 3 Tweets

Retweets: 0

He only tweeted about donating via

SMS.

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Other Tweeters • 5 Tweets mentioned John Vlisman (@fortyshort) speaking on Highveld about the race

against Forrest, but he did not tweet himslef.

• Chris Forrest, Joey Rasdien, Trevor Gumbi and Ndumiso Lindi only tweeted once, although

@ChrisForrestSA was mentioned 4 times and @joeyradien, @trevorgumbi and @roosta27

(Ndumiso Lindi ) were all retweeted twice.

• Trevor Gumbi is the only one who posted an image on Twitter.

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Statistics

• 9% of comments received were related to keywords related to the cycle challenge, whilst

other comments were related to general keywords, such as “Topsy foundation”.

• All comments received generated awareness for the brand.

• Further, @topsynonprofit was retweeted only 4 times and 1 tweet was directed at

@topsynonprofit.

• The hashtage #topsyheroes was used 9 times.

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Some of the Comments

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More Information

South Africa: Tel: +27 11 021 8740 Email: infosa@saidwot.com Web: www.saidwot.com

United States: Tel: +00 (1) 704 450 2403 Email: infous@saidwot.com

We have all the data and analysis available that went into compiling this report. If you are interested in receiving this, please contact us on the

details below.

If you want to know what is being said online about your brand, then contact us on the details below and we will gladly set up a demo account

for you.