View
974
Download
1
Category
Preview:
DESCRIPTION
Citation preview
The Zone
Gourmet Gallivant
Celebrity Dinner
Party
Case study
Reporting period:
17 April – 26 April 2012
Author- Aanisah Peck
Formalities
All data within this report was gathered via saidWot.
It is based on the English comments and comments from
South Africa only.
This case study was not compiled for a specific brand, but
purely out of curiosity and a burning passion to showcase
the impact of Online Reputation Management
The story
Twelve celebs and media personalities participated in
a challenge on hosting the best dinner party at various
restaurants at The Zone @ Rosebank, all in
contribution to donating to charity. The celeb who
receives the most votes from Facebook and re-tweets
from Twitter will be the winner of a R5000 donation to
their favorite charity.
Where did the conversation take place
Mentions were posted
Mentions were posted
Conversation of the event took place mostly on social media
Brand Reach
• Overall, about 2 344 189 people in the country saw comments about the event during the reporting period
• The number of positive mentions alone reached 5 859 people in
total.
Reputation
Event took place which caused a high influx of positive mentions
Overall reputation 3.11 (Good from a reputation perspective)
Comments received
Positive: 157 | Neutral:345 Negative: 0
Majority of the positive mentions that came in were about the celebrities supporting the charities .
Who was talking
@Bonang_M was the top Tweeter and reached 191,668 people.
@Kuliroberts tweeted 8 times but reached a smaller audience
@leratommoloi tweeted 49 times and reached 7659 people
Social Media Influencers
Majority of the individuals speaking about the brand have a low number of followers and fans.
48% of fans had more than 500 followers ,in a South African context, this is quite high and thus great for
the brand
What was said
What was said
The Audience
Restaurants
Restaurant that participated in hosting the event:
Restaurants mentioned
Restaurants mentioned in relation to the event on social media:
Twitter profiles that were used to mention the event: @LiquidChefs_SA & @MikeKitchenSA
Statistics
The keywords tracked during the reporting period:
•#GourmetZone
•The Zone Gourmet Gallivant
Hashtag used for the event :
•#GourmetZone
Voting polls used to determine the winner :
•Facebook polls
•Twitter retweets with the celeb name and hashtag used during the event
So What?
•With 506 comments posted in just 9 days and a large number of individuals reached, the
event and brand’s social media presence and reputation improved.
• A high number of positive and neutral mentions proved that the event was popular as
well.
•Social media profiles were updated regularly. The Hastag #GourmetZone also became a
trending topic on twitter the night of the event, further proving the power of social
media in generating awareness.
•The online communication however should have placed more emphasis on the charities,
as few individuals realised the purpose of the event. Only 11.4% of the tweets mentioned
the various charities.
More information
All information for Gourmet Gallivant was gathered via our own ORM tool, saidWot.
For more information, please visit
http://www.thezoneatrosebank.co.za/gourmet_gallivant.htm
For more case studies, please visit http://www.slideshare.net/saidWot
We are also eager to monitor and manage your online presence. Please contact us to set
up a demo account for you.
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
@saidwotORM saidWot Online
Reputation Management Tool
saidWot Online Reputation
Management saidWot
Recommended