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NOW WE MOVE CAMPIGNMedia Analysis Report
April - December 2015
Conducted by Perceptica (An A Data Pro brand)
Contents
2. Contents3. Executive Summary4 – 12. Campaign Overview13 – 19. Now We Panna Analysis20 – 26. Now We Take The Stairs Analysis27 – 33. Inactivity Research Analysis34 - 40. Now We Bike Analysis41 – 46. Move WEEK Analysis47 – 54. Flash Move Analysis55 - 59. Move Agents Analysis60 – 66. Move Congress Analysis67 – 70. 2014 vs 2015 Campaign Analysis
Executive summary
• ISCA’s activities throughout 2015 were generally well covered. The flagship event MoveWEEK was the focal point of coverage throughout traditional/online media channels.
• In virtually all countries the key messages from ISCA’s initiatives were picked up by traditional/online media journalists.
• Although the Inactivity Research did not manage to generate significant volumes journalists readily shared the official content, as well as bits and pieces from the infographics. However not all pieces of information on the research could be picked – up due to heavy re-wording by traditional/online media.
• Now We Bike and No Elevators Day were the events that attracted popularity and the attention of the traditional/online media. However, Now We Panna and Flash Move showed potential and could catch up in popularity.
• Video and photo content with attractive and visually effective content was shared on social media channels in all countries and traditional/online media journalists were not shy to use it in their articles.
Number of Mentions
Bulgaria 653
Greece 561
Turkey 449
UK 441
Italy 195
Croatia 179
Poland 175
Latvia 162
Spain 83
Denmark 68
Iceland 68
Lithuania 66
France 55
Belgium 47
Netherlands 46
Serbia 40
Czech Republic 39
Cyprus 38
Romania 37
Estonia 23
Hungary 22
Slovenia 19
Germany 15
Malta 12
Portugal 11
Finland 6
Slovakia 5Republic of Macedonia 3
Austria 2
Montenegro 2
Key topics and messages
• Both Social and traditional/online media channels users often mistook Now We Move with Move WEEK. Both initiatives were regularly related with other ISCA initiatives.
• Journalists in different countries used the Inactivity Research to point out that youth in their own country was the least inactive in Europe.
• In traditional/online media articles the relation between inactivity, obesity and health problems in European countries was frequently mentioned in relation to ISCA’s events.
• ISCA’s events were associated by traditional/online media journalists with movement on an everyday, amateur level much more, than with professional sport activities.
• The participation of local schools in the Move WEEK campaign were often pointed out by journalists. There were virtually no articles on this topic that were not accompanied by photo materials.
Albania
Austria
Belgium
Bosnia & Herze
govina
Bulgaria
CroatiaCyp
rus
Czech Republic
Denmark
Estonia
Finland
France
Germany
Greece
Hungary
Iceland
Italy
Latvi
a
Lithuania
Malta
Montenegro
Netherlands
Poland
Portugal
Republic of M
acedonia
RomaniaSe
rbia
Slova
kia
Slove
niaSp
ainTurke
y UK0
100
200
300
400
500
600
700
0 247
0
653
179
38 39 6823 6
5515
561
2268
195162
6612 2
46
175
11 337 40
5 1983
449 441
Volume by country
Bulgaria, Greece, Turkey and the UK managed to generate 60% of all mentions during the observed period (April – December
2015).
While in Bulgaria, Greece and Turkey Traditional/Online media accounted for the majority of the conversation, in the UK nearly
100% of the content was generated by social media users.
Croatia, Italy, Latvia and Poland generated 10% of the total volume. In Albania and Bosnia & Herzegovina mentions on
ISCA’s activities were not detected.
In Montenegro in particular the only source of content was YouTube, containing two mentions.
13%
49%
37%
0% 1%Share of Voice by Media Type
Facebook Traditional - Online Media Twitter Blogs Video & Photo Sharing
Twitter emerged as the second most influential source with 37%. The active promotion of ISCA activities by the official Twitter accounts
managed to boost the volume on the social media channels, however the activity had little response from the Twitter community.
Traditional /online media accounted for 49% of the total volume of mentions. Bulgaria and Turkey were the countries with the highest
number of traditional /online media coverage.
Top Publication Country Presence
@MOVEWEEKGREECE Greece 231
@ActiveBasildon UK 108
NowWeMove EU 97
@ActiveBrox UK 86
@BeActiveImages EU 61
@ISCA_tweet EU 48
The top contributor was the Twitter account of Move Week in Greece with 231 mentions.
Despite the active promotion of the ISCA initiatives via the official Twitter and Facebook accounts, the activations failed to generate genuine responses.
April May June July August September October November December0
100200300400500600700800900
1000
0
200
400
600
800
1000
1200
Traditional/Online vs Social Timeline
Mainstream Social
Naturally Move Week was the initiative that generated
the bulk of traditional/ online media mentions during September. The peak in content (1927
mentions).
Social media content followed the pattern of
traditional/online media. Now We Bike and No Elevators Day had the second most visible
presence on social media in all monitored countries.
In June and September, both No Elevators Day and
Move Week showed consistency, as both
initiatives were accented on in social and
traditional/online media.
The active promotion in traditional/online media of the Now We Bike event in July on traditional/online media was not mirrored by social media users in the same way as the
rest of the initiatives.
Austria
Belgium
Bulgaria
Croatia
Cyprus
Czech Republic
Denmark
Estonia
Finland
France
Germany
Greece
Hungary
Iceland
Italy
Latvi
a
Lithuania
Malta
Montenegro
Netherlands
Poland
Portugal
Republic of M
acedonia
RomaniaSe
rbia
Slova
kia
Slove
niaSp
ainTurke
y UK0%
10%20%30%40%50%60%70%80%90%
100%
100%
44%62%
50% 55%42% 35%
72%100% 100%
23%50%
95%
44%
95%
49% 48%
100% 100%
9%
50%
100%
29%
61% 67%86% 80%
64%
99%
56%37% 50% 45%
58% 65%
28%
77%50%
5%
56%
5%
51% 52%
91%
50%
100%71%
39% 33%14%
36%
1%
Sentiment per Country
Negative Neutral Positive
The predominant sentiment in all monitored countries was positive. With Spain, Slovenia and
Hungary being the countries with the highest percentage of positive coverage. The online
articles in the countries were often accompanied by photos, showing different scenes from ISCA’s
events.
The Netherlands, Portugal, Germany and Romania recorded the highest
share of neutral mentions. The articles in the countries rarely
included additional information or pictures/photos.
The single negative mention came from a Bulgarian Traditional/Online media. The article was outraged by the No Elevators Day initiative and claimed that this will cause significant inconvenience to people with disabilities. The paper afterwards issued an
apology and retracted the news.
Undoubtedly Move Week was
the most reported on
topic during the observed period.
Now We Bike was the second most visible
topic which captured the attention of both social media users, as
well as Traditional/Online
media outlets.
Number of MentionsGreece 26Bulgaria 22Hungary 6Denmark 5France 3Slovenia 3Italy 2Sweden 1
Sweden
Italy
France
Slovenia
Denmark
Hungary
Bulgaria
Greece
0 5 10 15 20 25 30
1
2
3
3
5
6
22
26
Volume by country
Volume by country
Greece and Bulgaria responded well to the Now We Panna initiative. The two countries generated the majority of content on
the event. Some involvement of local Football/Street Football/Futsal in the event could help raise the visibility of the
event.
Social media channels were slightly more active than traditional/online media outlets. The local affiliates of
ISCA were promoting the initiative via Twitter, Facebook and YouTube.
54%
46%
Social VS Traditional/Online Share of Voice
Social Traditional
7%
46%
41%
1%4%
Share of Voice by Media Type
Facebook Mainstream TwitterBlogs Video & Photo Sharing
The official Twitter account of ISCA in Greece was once again one of the main generator of
mentions on the topic.
However the best piece of promotional material came from Hungary.
Promoting the Panna initiative via video content should be explored further as the YouTube
content for Panna generated the highest view count.
Country Influencer Media Type AffiliationGreece @MOVEWEEKGREECE Twitter Owned
Bulgaria bgvestnik.eu Traditional/Online Earned
Bulgaria pik.bg Traditional/Online Earned
Greece Bulgaria Hungary Denmark France Slovenia Italy Sweden0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
15%
50% 50%
85%
50%
100%
50%
100% 100% 100% 100%
Now We Panna Sentiment Chart
Negative Neutral Positive
Most of the coverage across the monitored countries was entirely positive. Football related events usually trigger favourable responses in the monitored countries.
Some publications did not carry additional information beyond the
official ISCA content.
There were no negative responses to the Now We Panna.
The Italian Sport Union UISP readily
shared information and
actively promoted the initiative.
Number of MentionsBulgaria 160Greece 53Netherlands 29
Italy 24
UK 17
Belgium 16
Serbia 9
France 8
Cyprus 7
Malta 7
Spain 7
Denmark 6
Hungary 6
Portugal 3
Finland 2
Germany 2
Romania 2
Turkey 2Estonia 1Slovenia 1
EstoniaSloveniaFinland
GermanyRomania
TurkeyPortugal
DenmarkHungary
CyprusMaltaSpain
FranceSerbia
BelgiumUK
ItalyNetherlands
GreeceBulgaria
0 20 40 60 80 100 120 140 160 1801122223
6677789
1617
2429
53160
Volume by country
Volume by country
The country with the highest Share of Voice for the No Elevators Day initiative was Bulgaria with 160
mentions.
Thanks to the active participation of the European Commissioner for Budget and Human Resources Kristalina Georgieva, who tweeted a photo of herself participating in the event, the ratio between social
and traditional/online media mentions was virtually equal.
48%52%
Social VS traditional/online Share of Voice
Social Traditional
56
199
120
1 5
Share of Voice by Media Type
Facebook Mainstream TwitterBlogs Video & Photo Sharing
Traditional/online media outlets in Bulgaria were informative and gave informative reviews of the
initiative.
Country Influencer Media Type Affiliation
Bulgaria focus-news.net Traditional/Online Earned
Greece @MOVEWEEKGREECE Twitter Owned
Bulgaria DarikNews Traditional/Online Earned
Bulgaria Bulbox.net Traditional/Online Earned
Bulgaria b2bmagazine Traditional/Online Earned
In Twitter and Facebook Laska Nenova and Kristalina Georgieva were the triggers that
generated users responses.
The official Twitter account of Move Week in Greece was the main outlet for news on the
initiative in Thessaloniki.
Bulgaria Greece Netherlands Italy UK Belgium Serbia France0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
1%
34%17%
65%83%
100% 100% 100% 100% 100% 100%
No Elevators Day Sentiment Chart
Negative Neutral Positive
Virtually all countries generated 100% positive mentions, as
traditional/online and social media users responded well to the initiative.
In Bulgaria and Greece there were some passing mentions on
Traditional/Online news outlets which accounted for the neutral coverage on
the topic.
The only negative mention came as an online source claimed the
initiative was not thought through but issued a correction afterwards
(as previously mentioned).
The No Elevators Day in Bulgaria was
reported on extensively in
several local and regional
Traditional/Online media outlets.
The initiative was
communicated successfully as part of ISCA’s
initiatives.
Varna, Smolyan, Burgas were the
cities most frequently
affiliated with the No Elevators
Day
Number of MentionsGreece 60Bulgaria 43Poland 40Latvia 32Turkey 26UK 10Denmark 8Italy 7Portugal 7Belgium 5Hungary 5Germany 2Montenegro 2Czech Republic 1France 1
Czech RepublicFrance
GermanyMontenegro
BelgiumHungary
ItalyPortugal
DenmarkUK
TurkeyLatvia
PolandBulgaria
Greece
0 10 20 30 40 50 60 7011
22
55
77
810
2632
4043
60
Volume by Country
Volume by country
Greece emerged as the country with the most mentions on the Inactivity research (60). Bulgaria and Poland were close second with
43 and 40 respectively.
Traditional/online media sources were more interested in the topic, while almost no social media channels
reported on the issue.
5%
95%
Social vs Traditional/Online Share of Voice
Social Traditional
4%
95%
1%
Share of Voice by Media Type
Facebook Mainstream Video & Photo Sharing
Traditional/online media outlets were the most informative source on the inactivity issue.
However it should be noted that due to the heavy re-wording that some journalists have used it was
virtually impossible to track and capture all relevant content on the issue.
Facebook was the only social media channel that responded to the Inactivity Research, although most of the mentions came from official ISCA
channels.Country Influencer Media Type Affiliation
Poland 8 Leta Earned
Bulgaria 4 DarikNews Earned
Belgium 3 EurActiv.com Earned
Greece Bulgaria Poland Latvia Turkey UK Denmark Italy0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
53%44%
20%
56%
47%56%
80%
44%
100% 100% 100% 100%
Inactivity Research Sentiment Chart
Negative Neutral Positive
In most countries the attitude towards the research was positive
and journalists often used the infographics provided by ISCA.
Some publications were a direct re-print of the press releases of ISCA on the
subject. Journalists did not add anything genuine to the topic.
The predominant positive and neutral coverage, due to the direct re-publishing of PR messages, was one of the reasons
behind the lack of negative coverage.
In Latvia the research was often associated with the
Now We Move slogan.
Number of Mentions
Turkey 424
Bulgaria 196
Greece 152
Belgium 60
Croatia 59
Serbia 12
Italy 9
Denmark 6
Spain 5
UK 5
Slovenia 4
Netherlands 3
Austria 2
Hungary 1
Turkey Bulgaria Greece Croatia Serbia Italy Denmark UK0
50
100
150
200
250
300
350
400
450 424
196
152
59
12 9 6 5
Volume by Country
Volume by country
Turkey was the leader in terms of SOV (share of voice) with more than twice as many mentions as Bulgaria. However, over 70% of this came from mainstream sources, which often either reprinted press releases
or focused on local politicians who supported the initiative.
Although mainstream sources had a higher volume, social media mentions had a wider reach and a stronger impact, as many of them came from
participants in the ride sharing updates with friends and family.
37%
63%
Social VS Traditional/Online Share of Voice
Social Traditional
22%
63%
13%
1%
Share of Voice by Media Type
Facebook Mainstream TwitterBlogs Video & Photo Sharing
Participants in the event, such as Feridun Ekmekciand Adnan Cangir from Turkey and Georgios
Farfaras from Greece were among the biggest influencers, driving organic positivity with pictures and videos from their adventure.
Move Week Greece’s Twitter account and the NowWeMove page on Facebook were also active,
posting regular updates on the tour’s progress.
The high engagement on the side of participants made this one of the more successful Move Week
initiatives. Participants often shared interesting photos from their journey and actively promoted
the event.Country Influencer Media Type AffiliationTurkey Feridun Ekmekci Facebook Owned
Greece Georgios Farfaras Facebook Owned
Turkey Adnan Cangir Twitter Owned
Greece @MOVEWEEKGREECE Twitter Owned
Political figures, such as local mayors (Muğla Mayor Dr. Osman Gür, Izmir Mayor Aziz Kocaoglu,
Nova Zagora Mayor Nikolai Grozev) expressed their satisfaction that the run went through their
towns.
Turkey Bulgaria Greece Croatia Serbia Italy Denmark UK0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
27%37%
11%
39%
8%
73%63%
89%
61%
92%100% 100% 100%
Now We Bike Sentiment Chart
Negative Neutral Positive
Updates on the bike tour were reported with a very high degree of positivity across all markets and often contained details on the Now
We Move initiative as a whole. Much of the coverage came from the participants themselves, who were excited and proud to be
part of the tour.
The articles were not engaging, as most of the information was just a direct reprint of the official press release without any original content or remarks by the
journalists.
Turkish mainstream sources often mentioned NowWeMove and Move Week in articles about
the bike tour.
Social media users often
shared pictures and
videos.
The exact route was also often
charted in detail by mainstream sources in all
countries.
Number of MentionsUK 413Bulgaria 411Greece 251Turkey 250Latvia 160Croatia 152Italy 152Poland 138Iceland 68Lithuania 66Spain 62Denmark 43Czech Republic 38Romania 36Cyprus 29France 29Serbia 22Estonia 21Slovenia 16Hungary 15Belgium 12Netherlands 12Germany 11Slovakia 5Portugal 4Republic of Macedonia 4Malta 3Finland 1
UK Bulgaria Greece Turkey Latvia Croatia Italy Poland Iceland Lithuania Spain0
50
100
150
200
250
300
350
400
450413 411
251 250
160 152 152138
68 66 62
Volume by Country
Volume by country
Bulgaria and the UK were the countries in which the flagship event was covered extensively. Articles in traditional /online media outlets and social media mentions often used the hashtag “#MoveWEEK”. This
could help boost the volume of social media content.
While in Bulgaria the mentions were comprised by both social and traditional/online media mentions, in
the UK almost all content was generated by social media platforms.
44%
56%
Social VS Traditional/Online
Social Traditional
27%
56%
16%
1% 1%
Share of Voice by Media Type
Facebook Mainstream TwitterBlogs Video & Photo Sharing
Twitter emerged as the top source of mentions on Move Week. The official Greek Twitter account
of ISCA was again active and took the top spot.
Both Basildon Sporting Village and Active Broxbourne were active on Twitter and promoted
the Move Week event.
In all countries the Move Week event was reported on and generated the bulk of content on
all ISCA activities in 2015.
Country Influencer Media Type AffiliationGreece @MOVEWEEKGREECE Twitter Owned
UK @ActiveBasildon Twitter Eearned
UK @ActiveBrox Twitter Earned
UK Bulgaria Greece Turkey Latvia Croatia Italy Poland0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
100%
58%
77% 72%
51%62%
100%
57%
42%
23% 28%
49%38% 43%
Move Week Sentiment Chart
Negative Neutral Positive
Journalists in Italy were particularly favourable to the Move Week event and welcomed the initiative. And local ISCA
affiliates in the UK created a positive buzz on Twitter and Facebook.
Although the coverage of the event was significant in all monitored countries, some
of the mentions did not carry additional information apart from the time and dates
of the activities that were part of Move Week.
There were no negative responses to Move Week.
In Turkey Move Week was often associated with
the Now We Bike event.
In Bulgaria the event was covered
by traditional/online media sources in a
detailed and informative manner.
Number of Mentions
Italy 28
Bulgaria 20
Croatia 15
Greece 12
Poland 10
Spain 10
Belgium 8
Germany 5
Slovenia 4
Hungary 1
Italy Bulgaria Croatia Greece Poland Spain Belgium Germany0
5
10
15
20
25
30 28
20
15
1210 10
8
5
Volume by Country
Volume by country
Italy and Bulgaria had the broadest coverage, with various sources reporting on the initiative. In Croatia, Greece, Poland and Spain it
received less attention, while in Germany, Slovenia and Hungary it was only mentioned in passing.
Social mentions came mainly from the NowWeMove page on Facebook, while mainstream coverage varied
and in most countries extended beyond the mere reprinting of press releases. Nearly all of it came from
small local sources and radio channels.
11%
89%
Social VS Traditional/Online
Social Traditional
8%
82%
10%
Share of Voice by Media Type
Facebook Mainstream
The NowWeMove page on Facebook promoted different Flash MOVE events between July and
November.
Almost all of the Croatian coverage came from Međimurske Novine, a local source which
regularly posted pictures, video and articles on the local flash mobs.
The website of the Italian UISP (Unione Italiana Sport Per tutti) website was the biggest influencer
in Italy. The UISP is ISCA’s local partner which helps organise the events.
Country Influencer Media Type AffiliationBelgium NowWeMove Facebook Owned
Croatia Međimurske Novine Mainstream EarnedItaly UISP Mainstream Owned
Italy Bulgaria Croatia Greece Poland Spain Germany Slovenia0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
100%
72%
13%
83% 90%100%
50%
28%
87%
17% 10%
100%
50%
Flash Move Sentiment Chart
Negative Neutral Positive
Positive coverage prevailed in most markets. Journalists described the events as clever and fun for the participants. Almost all of the coverage gave detailed background information on Move Week, driving positivity for the initiative.
Neutral mentions came from passing mentions of Flash MOVE as one of the different health initiatives of the EU.
Children were the main participants in many of the events, which significantly
drove positive coverage.
Almost 100% of the coverage contained mentions of Move
Week, driving visibility for the
initiative. The participation of schools was
often reported as a key point.
Number of Mentions
Croatia 12
Bulgaria 9
Denmark 9
Italy 6
Germany 4
Czech Republic 2
Greece 2
Belgium 1
Portugal 1
Croatia Bulgaria Denmark Italy Germany Greece Czech Republic
Belgium0
2
4
6
8
10
12
14
12
9 9
6
4
2 21
Volume by Country
Volume by country
Information around the Move Agents were scarce and the Agents were mostly mentioned in passing
mentions in relation to the flagship event Move Week.
Move Agents were mostly mentioned in traditional/online media articles. As much as 88% of all
mentions came from articles in traditional/online media.
12%
88%
Social VS Traditional/Online
Social Traditional
Croatia Bulgaria Denmark Italy Germany Greece Czech Republic Belgium0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
33%
67%
20%
100%
50%
67%
33%
80%
100% 100%
50%
100%
Move Agents Sentiment Chart
Negative Neutral Positive
The sentiment was largely positive and the work of the Move Agents was
acknowledged by traditional/online media outlets.
In some articles the Move Agents were mentioned in passing, without any
additional information.
There were no negative responses to Move Agents.
Again most of the mentions were directly
related to Move Week.
Number of Mentions
Denmark 8
Italy 3
Greece 1
Denmark Italy Greece0
1
2
3
4
5
6
7
8
98
2
1
Volume by country
Volume by country
Unsurprisingly, most of the mentions around Move Congress came from Denmark, where the event took
place, and most of those came from the official Facebook page.
Social media mentions came exclusively from the NowWeMove page on Facebook, with the focus being
more on the organisers’ European vision and ideas than the event itself.
60%
40%
Social VS Traditional/Online Share of Voice
Social Traditional
60%
40%
Share of Voice by Media Type
Facebook Mainstream
The Now We Move page was the most significant influencer, promoting Move Congress from the
end of October to mid-November.
In Italy, the The UISP (Unione Italiana Sport Per tutti) website covered the Congress in a couple of
reprinted press releases. The Union itself is a local partner which helps organise the events.
Country Influencer Media Type AffiliationDenmark NowWeMove Facebook Owned
Italy UISP Mainstream Owned
Italy Greece Denmark0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
100% 100% 100%
Move Congress Sentiment Chart
Negative Neutral Positive
Mentions of Move Congress were entirely positive, owing to the fact that they either came from owned channels or were reprinted press releases. The positivity often spanned not only the event, but also the European drive for
better health of its citizens as a whole. However, we encountered no specific positive coverage from the event itself.
The UISP website in Italy covered Move
Congress in detailed, in-depth articles about
Europe’s drive for mobility.
Other mainstream sources only had
passing mentions, with no detail given
about the event.
Recommendations
• Promoting Now We Panna via video platforms and in collaboration with local football clubs could raise the engagement of the local population.
• Flash Move will receive better coverage by using the same method as Now We Panna, both events are strictly related with routines that will be better represented via video materials.
• Kristalina Georgieva’s involvement in the Now We Take The Stairs event was a key factor for the higher coverage of the initiative. The same is true for the volume results in Turkey, where local mayors and other political figures were involved. Promoting the events in collaboration with such political figures, especially relevant to the local population will lead to better coverage of the events.
• Promoting Move WEEK in collaboration with local schools will lead to better coverage of the event. The hot topic in most countries is the increasing inactivity observed among children and youth. Usually this triggers positive responses on both social, as well as traditional/online media channels.
2014 vs 2015
Albania
Austria
Belgium
Bosnia & Herze
govina
Bulgaria
CroatiaCyp
rus
Czech Republic
Denmark
Estonia
Finland
France
Germany
Greece
Hungary
Iceland
Italy
Latvi
a
Lithuania
Malta
Montenegro
Netherlands
Poland
Portugal
Republic of M
acedonia
RomaniaSe
rbia
Slova
kia
Slove
niaSp
ainTurke
y UK0
50
100
150
200
250
300
350
400
0 3 7 0
89
27 180 5 2 0 7 5
33 20 634
7 4 15 028
3 0 0 12 0 4 4 11 2260 0 7 0
346
113
632
8 170 11 11
79
10
6598
153
64
0 0 11
99
0 034
7 3 12 17
241
1
20142 2015
Volume by Country MoveWEEK
In 2014 most of the countries generated little to no mentions on ISCA activities.
While in 2015 the increase in volume is clearly visible. Especially in Bulgaria, Greece, Turkey and the UK.
Media Type 2014
Facebook Traditional Media TwitterBlogs Video & Photo Sharing
Due to the inaccuracy of the data provided in the last year report we are unable to derive the exact count of
mentions.
Due to the inaccuracy of the data provided in the last year report we are unable to derive the exact count of
mentions.
502
1947
1439
1833
Share of Voice by Media type
Facebook Traditional Media TwitterBlogs Video & Photo Sharing
Top Publication Country Presence
Dir.bg Bulgaria 26
Novini-Dir.bg Bulgaria 26
Palo.gr Greece 18
Darik News Bulgaria 14
BNR Bulgaria 12
Mediaddress Italy 10
Maxpress Net Brazil 8
Sigma Live Cyprus 8
Nieuwsbladgeldermalsen Netherlands 7
Adnkronos Italy 6
Top Publication Country Presence
focus-news.net Bulgaria 30
DarikNews Bulgaria 26
Topnovini.bg Bulgaria 19
Merhaba Gazetesi Turkey 15
Noodls - Italy - Sport Italy 14
bulgariautre.bg Bulgaria 14
plovdiv24.bg Bulgaria 11
Haber FX - Anasayfa 9 Turkey 9
Hakimiyet - Yerel Turkey 9
Sportas.info Lithuania 9
2014 2015
The top sources of information on ISCA activities in 2014 were traditional/online media outlets from
Bulgaria.
In 2015 Bulgaria remained a leader in traditional/online media publications.
Methodology
• Multinational comparison analysis in traditional/online and social media aimed at measuring the results of communications efforts and revealing people’s response and engagement to ISCA’s activities and its NowWeMOVE campaign.
• Media analysis based on the results of the web monitoring of social and traditional media secured via: - leading international provider Opoint, sources lists. - Perceptica proprietary platform - manual open-source search on Facebook, Twitter, YouTube, blogs, forums done by Perceptica team - monitoring lists provided by ISCA national coordinators
• Period of monitoring and analysis: April – December 2015
• Traditional media comprise of print, broadcast and their online versions; social media – Facebook, Twitter , blogs, forums, YouTube. The differentiator: who creates the content on the particular platform – traditional media entail professional journalists, while social provide platform for any content creators no matter of professional status, demographics or geography.
• Monitoring and analysis is done by manual coding in the original language of each particular country.
• Each campaign is evaluated independently, however, some articles/posts would mention more than one campaign in one text, therefore, the total mention count would not always equal the sum of all separate campaigns’ counts.
• More details on the methodology and scope of work are available in the brief by ISCA and in A Data Pro’s proposal, part of the official tender documentation.
