1. No Regret FridayCASE STUDY Monitoring Period: 11 September – 11 October 2011 All data within this report was gathered via saidWot. No Regret Friday is not a client of saidWot. Author: Hulya Balikci

2. What Is No Regret Friday? SAB launched a campaign called ‘No Regret Friday’ in order to combat drunk driving and encourage individuals to be responsible on the roads. The massive influx of tweets compliments the website in which people can share their stories and regrets of driving under the influence. Although this is a shock tactic, it’s done in order to show people that driving drunk isn’t one of those things that only happens to other people. www.saidwot.com

3. The impact 518comments and articles were posted Social Media: 497 posts Website: 17 articles Blogs: 3 Blog posts News: 1 article www.saidwot.com

4. The audience 61% 39% www.saidwot.com

5. Their feelings 105Positive reactions | 413Neutral comments Nothing negative was said. Tracking the sentiment shows the impact of the campaign on the audience and their feelings about it. Negative commentary will be received, but this is merely constructive criticism. Besides, you can’t please everybody! www.saidwot.com

6. What they said Remindersto their followers/friends /readers to not drink and drive. Emphasizing that it is NOT OK to drive under the influence. www.saidwot.com

7. Who they are Famous people tweeting People with a large following (1495followers on average) Each tweet reaches 76 982 people Each tweet reaches 2 995 people Each tweet reaches 4 256 people Each tweet reaches 73 195 people www.saidwot.com

8. Its reach 800 000 people were exposed to a ‘No Regret Friday’ tweet/article (average free advertising per tweet: R299) www.saidwot.com

9. Its reputation Localcoverage only Posts mainly on Fridays Overall reputation of 2.2 / 5.0 (that’s healthy!) www.saidwot.com

10. People liked it! 105 of the mentions received regarding the campaign were positive. 33 of the ‘No Regret Friday’ mentions brought in coverage for SAB. Hashtags are used when discussing the campaign. Influential people like @PigSpotter& @5fm tweeted often. www.saidwot.com

11. Why track it? Find out who’s talking Find out whatthey’re saying Find out whether they likeyou Find out wherethey’re hanging out Tweets are like sparks that create forest fires. 1 significant tweet can start controversy or loads of online buzz. www.saidwot.com

12. So what’s the point? The success of a campaign like ‘No Regret Friday’ can only be measured via word of mouth since there is no tangible object that is being purchased. Thus, trackinga campaign and seeing how it is received online gives the brand an indication that it is either doing something right, or that more needs to be done in order to get people talking. Hashtagsand channels are most useful when trying to pin point who is most influentialwhen talking about certain campaigns. www.saidwot.com

13. Who we are! All information for No Regret Friday was gathered via our own ORM tool, saidWot. Links: www.twitter.com/saidwotorm www.saidwot.com/contact-us Other case studies can be found on: http://www.saidwot.com/about-saidwot/case-studies www.saidwot.com