1. Put Foot Rally
1 April – 10 July 2012
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2. Put Foot Rally
CONVERSATION MEASURES
VOLUME OTS AVE
8 526 20 659 855 R 4 706 667
MEDIA DISTRIBUTION
CONSUMER ENTERPRISE PRESS
84% 15% 1%
SENTIMENT DISTRIBUTION
≤DOWNPLAY LISTING ≥ENDORSEMENT
0% 79.7% 20.3%
DOMAIN BREAKDOWN
TWITTER FACEBOOK BIZCOMMUNITY OTHER
77% 4.5% 2% 13.5%

3. Volume
The highest volume
of conversation
occurred on the 20th
of June, with 597
mentions. On this
date, teams,
sponsors, and
enterprise sources
discussed the
upcoming start of the
rally.
On average, the Put
Foot Rally was
mentioned 84 times
per day.
Total Volume: 8 526

4. Credibility
DEF: The more people
reached online, the
more credible the
brand‟s conversation is.
An influential source is
deemed as having the
potential to reach
≥ 1 000 people, an
authoritative source
≥ 1 000 000.
SOURCE VOLUME OTS
Ordinary Consumers (≤1000 OTS) 55.3% 750 885
Influential Authors (≥1000 OTS) 44.7% 19 909 000

5. With this credibility breakdown, it can be calculated that the
conversation generated
20 659 885
Opportunities-To-See (OTS) mentions of the Put Foot Rally.

6. This reach equated to an Advert Value Equivalent (AVE) of
R 4 706 667
over the same period. This implies a potential average value per
mention of R 552.

7. Monthly Exposure
Date Volume OTS AVE AVE/mention
11 APR–10 MAY 800 818 295 R 189 989 R 238.5
11 MAY–10 JUNE 1760 3 211 570 R 735 623 R 418
11 JUNE–10 JULY 5834 17 197 635 R 3 912 930 R 670.7

8. Charities: OTS & AVE
Keyword Volume OTS AVE AVE/mention
Project Rhino 980 1 349 870 R 311 071 R 317
Put Foot
Foundation & 608 940 320 R 216 132 R 355
shoe drops

9. Media Origin
DEF: How much each
media source
contributes to a brand‟s
online conversation.
Authors are categorised
as one of the following:
Consumer, Press,
Enterprise
and Directory.
Media Volume Top themes
Participant conversation (preparation;
Consumer 6210
checkpoints; enjoyment) and charities
Enterprise 1095 Daily reports, parties, checkpoints, Project Rhino
Press 83 Travel through Africa, sponsors, team stories

10. Domain Origin
Domain Volume OTS AVE
Twitter 6564 14 954 250 R 3 413 936
Facebook 389 3 313 170 R 747 841

11. Top Contributors: Twitter
Name Twitter Bio Tweets
The road goes on forever and the party never ends...
Put Foot Rally™
Southern Africa · http://www.putfootrally.com 997
@PutFootRally
Mike Sharman Life is short. Play naked | Owner @retroviral | Top 3 likes: 1)Long
212
@mikesharman walks on beach 2)Sunny side up eggs 3)Being small spoon
Like-minded organisations collectively coordinating rhino conservation
Project Rhino KZN
initiatives aimed at eliminating rhino poaching and securing the rhino 204
@ProjectRhinoKZN populations in KZN
Smells like alcohol. Creator of SA’s favourite 2nd best blog. LUNCH
Nash
MEETINGS OR NOTHING. Doesn't listen to voicemail. Hasn't read 192
@bangersandnash the mail. Can sell brands.
Travel writer & social media marauder @GetawayMagazine.
Tyson Jopson
Recovering caveman who wishes alphabet soup also came with 183
@TysonJopson commas. #PutFootRally media dude
4 Durbanites hitting the African road in a MINI Countryman on the Put
Shake and Bake Crew
Foot Rally 2012 to save the rhino and put shoes on feet! 169
@ShakeBakeCrew #MINIputsfoot

12. Top Influencers: Twitter
Name Twitter Bio Tweets AVE
@DJFreshSA Held up to a Mirror Ball at Birth! * DJ-ing since 1986.
DJ Fresh (Big Dawg) * Radio since 1992. * I have only just begun! * I'LL 1 R 45 008
231 006 followers HOUSE U! * ps. i DO Sleep.
@F1sasha Supersport F1 Presenter Gearz radio with
sasha martinengo www.ballz.co.za Ferrari/Maserati PRO for SA 1 R 7 883
41 893 followers sasha.martinengo@ferrari.co.za
@BobSkinstad I am a retired pro rugby player turned broadcaster,
Bob Skinstad happy hubby and dad, and keen outdoor and general 79 R 622 718
55 376 followers sports fan ! This stream is my own.
Power to the Tweeple - Welcome to the home of
@Vodacom
#VodacomQuiz and #AirtimeAsseblief. Follow for
Vodacom 5 R 39 413
news & giveaways. Service headaches? Chat to Dr.
40 234 followers
@Vodacom111
We're a proudly South African retailer dedicated to
@WOOLWORTHS_SA
bringing you quality, style & value for the last 80
Woolworths SA 2 R 4 515
years. Chat to us on Twitter - 9am to 5pm, Mon to
32 887 followers
Fri.

13. Sentiment
DEF: The sentiment of
each mention is
measured on a scale
from -5 (Anger) to +5
(Celebration) and is
represented here by the
monthly total of each.
Sentiment Volume Top themes
Negative 0 N/A
Neutral 6 963 Retweets, „day‟, Africa, „team‟, Project Rhino
Positive 1762 „Awesome‟, „epic‟, Malawi, lake, „thanks‟, Africa

14. Top Themes
The above word cloud indicates the top themes in the last month by means of
word size. “Putfootrally” and “@putfootrally” have been omitted from the word
cloud for better insight into what was said.

15. Top Themes
Excluding: “putfootrally” , “@putfootrally” and variants,
@mikesharman and @bangersandnash

16. Observations
• There has been a steady volume of conversation relating to the
Put Foot Rally from April onwards, gradually increasing as the
Rally date grew nearer.
• There was no negative conversation: all mentions were positive
or neutral. Of these neutral mentions, many contained implicit
endorsement of the Put Foot Rally.
• Official Put Foot Rally accounts, as well as prominent sponsors
such as MINI, were classified as Enterprise. Companies
sponsoring teams and the teams themselves contributed a
significant volume of consumer mentions.

17. Observations
• The Put Foot Rally charity and The Rhino Project received a fair
amount of engagement – the majority from less credible sources
(1000 followers or less), but the conversation volume created
Opportunities to See these topics.
• Although some very credible sources engaged with the brand,
many of them tweeted only once. Reaching out to these sources
and encouraging them to engage further could yield even greater
reach for the Rally and associated campaigns.
• Engagement from press sources was relatively low: the
conversation took place primarily in the Social Media sphere,
and on blogs and websites.

18. Appendix

19. Definitions
Opportunity-To-See (OTS) Advert Value Equivalent (AVE):
OTS reflects the number of people who would have had the AVE offers a monetary value of the earned
opportunity to see a mention. A tweet from a user with conversation. The aim behind the AVE measure is to
8 000 followers would account for 8 000 in the total OTS of capture what a company would have paid to expose
the conversation. This does not account for the possibility their brand to the number of people reached by the
that the mention June not have been seen by the user in conversation.
their Twitter feed.
Media Distribution:
How much each media source contributes to your brand‟s online conversation. Each mention falls under one of the
following categories:
Consumer - all consumer-generated media
Press - content from publishing houses
Directory - websites providing company listings
Enterprise - your company, content your company paid for, any sources who could gain value from talking about the
brand (partners etc.)

20. 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

21. Any Questions or Ideas?
contact@brandseye.com