1. Springbok Squad Announcement
23 August 2011
contact@brandseye.com
@brandseye , compiled by @gdheuer

2. 23rd August 2011
CONVERSATION MEASURES
VOLUME OTS AVE
2 600 3 925 480 R 760 983
MEDIA DISTRIBUTION
CONSUMER ENTERPRISE PRESS
98% 1% 1%
SENTIMENT DISTRIBUTION
≥CONCERN DOWNPLAY LISTING ≤ENDORSEMENT
0% 13% 64% 23%
TOP DOMAINS
Twitter Facebook All Others
91% 4% 5%

3. Since the Springbok squad announcement last night, August 23,
2 600
mentions were found in the online space.

4. Credibility
DEF: The more people
reached online, the
more credible
Springbok’s
conversation is.
A respected source is
deemed as having the
potential to reach
≥ 4 000 people, an
authoritative source
≥ 1 000 000.
Most authors talking about the squad had online audiences of up to 300
people (level 3) – indicating the majority thereof is coming from ordinary
consumers. We also saw more respected sources (level 5 ≤) talking than
most brands, its size resulting in a greater overall reach per mention.

5. The reach of the Springboks squad announcement totaled
3 925 480
Opportunities-To-See (OTS) of the conversation last night.

6. The Advert Value Equivalent (AVE)
R 760 983
for last night’s conversation.

7. The following graph indicates the domains that have mentioned the
Springbok squad announcement the most.
Of the total conversation, 91% came from Twitter. This comes at no
surprise as Twitter allows for anyone to freely give their opinion, as
well as directly congratulate some of the Boks (whom are very
active on Twitter).

8. But what
exactly is
being said?

9. Conversation Themes

10. Conversation Analysis
 Conversation for the evening had various themes:
 The most spoken about topics were that of the various
players. There was a lot of conversation directed particularly
at the players that are known for their social media presence.
(The following slides will indicate the level of engagement
with some of the players).
 The 2nd most spoken about topic was the unfortunate
rendition of the national anthem by Just Jinger frontman Ard
Matthews. The general public were very disgruntled by his
abysmal performance.

11. John Smit
190 mentions
People love our Barney.
He currently has a lot of
critics, but the public
back him for his
leadership.

12. Victor Matfield
163 mentions
Vice captain Vic will
have a massive role
to play. People
strongly support
him and
acknowledge his
leadership which
will come into play
in this year’s
tournament.

13. Bryan Habana
185 mentions
South Africa’s
favourite wing will
have a lot of
pressure on him
going into the
tournament. His
every move will be
closely scrutinized.
Let’s hope he
smashes some
records.

14. Pierre Spies
205 mentions
The public are keen to
see our very own Hulk
man up for his 1st
Rugby World Cup. Big
things expected here.

15. Butch James
231 mentions
The whole country
seems to have
noticed Butch’s
giggle antics during
the event. This
resulted in a
massive online
conversation. The
public are well
behind Butch.

16. Other topics?
Apart from the above mentioned themes another one which
featured strongly was the sympathy and support for the
players that did not make it.
Players like Ashley Johnson, Lwazi Mvovo, Flip van der
Merwe, Bjorn Basson, Jean Deysel and Adrian Jacobs all
received a lot of support from the online community and
sincere regards were expressed to them.

17. Overall, is the
community
happy?

18. Sentiment
DEF: Each mention is
assigned a score on a
10-point scale based on
the strength of the
authors feelings
towards the Springbok
brand
≤ Downplay implies
negative conversation.
≥ Endorsement implies
positive conversation.
23% of mentions represented positive conversation to the point of endorsement
and praise. 64% of mentions saw neutral conversation, whilst 13% of the total
conversation was negative. This is very positive as a lot of the negative
conversation was related to Ard Matthews and not the squad selection.

19. Visual Support

20. Summary
 The Springbok squad announcement had 2 600 mentions at the
point of reporting (this was growing at a couple of hundred
mentions per hour). The resulting conversation achieved an
OTS of over 3 million opportunities, which equates to more than
R 700 000 on earned media spend.
 There was an extremely high level of engagement with the
players and this may have contributed to the small amount of
negative conversation generated by the event.

21. Recommendations
• Moving forward there are going to be numerous opportunities to
interact with the Springbok brand over the next few months.
Driving brand engagement during this crucial period will be
pertinent to the brands off-field performance.
• Competitions are a key way to encourage continued
communication as you seek to build lasting relationships with
consumers and a sense of community.
GO BOKKE!

22. Appendix

23. Definitions
• The online space or online community:
Refers to the environment in which any relevant Springbok
branded conversation occurs online. These may come from
social media networks, forums, blogging platforms, press
coverage, websites belonging to companies, influential
consumers and any other open domain content.

24. Definitions
• Opportunities-To-See (OTS):
OTS reflect a measure of the number of people who had the
opportunity to see a mention. A tweet from a user with 8 000
followers would account for 8 000 in the total OTS of the
conversation. This does not account for the possibility that
the mention may not have been seen by the user in their
Twitter feed or may have been noticed multiple times.

25. Definitions
• Advert Value Equivalent (AVE):
AVE offers a monetary value of the earned conversation.
The aim behind the AVE measure is to capture what a
company would have paid to expose their brand to
the number of people reached by the conversation.

26. Definitions
• Sentiment Distribution:
The exact opinion and feeling towards a brand scored according to a
10-point scale:
5 (Celebration) - the highest form of brand endorsement and brand loyalty (very rare)
4 (Acclamation) - when a brand is endorsed and very highly commended
3 (Praise) – when a brand is recognized very positively
2 (Endorsement) – encouraging other readers to use the brand
1 (Listing) – neutral mention of a brand.
-1 (Downplay) - mildly negative sentiment about a brand.
-2 (Concern) – distress/worry about a brand
-3 (Rebuke) – disgust towards a brand
-4 (Anger) - resentment towards a brand
-5 (Emergency) - severe threat to the brand or the community’s safety

27. Any Questions or Ideas?
contact@brandseye.com
@brandseye, compiled by @gdheuer