1. #LoveIsInMyBlood
ELTON JOHN AIDS FOUNDATION
CAMPAIGN IMPACT ON FACEBOOK
Chris Zimmerman & Kjeld Hansen

2. FACEBOOK REPORT
Contents:
● Campaign Summary
● EJAF Post Volume & Format
● Key Metrics
○ Interaction Rate (IR)
○ Fan Growth
○ People Talking About This (PTAT)
● Celebrity Postings
○ Photo "Events"
○ Engagement Rates
● Key Contributors
● Celebrity Cross-Wall Analysis (Coming Soon)
● Sentiment Analysis (Coming Soon)

3. 48hr CAMPAIGN SUMMARY
15 Posts / 48 hrs
14,376 >> 17,681
Fans
4,280
Interactions
1,279
Shares

4. Post Volumes (Own Posts)

5. Posts
Database of most influential postings

6. Campaign Posts

7. Fan Growth

8. Daily New Fan Totals

9. Interaction Index
"Index of likes, shares and comments per own
post, standardised by the total amount of own
posts of that type and fans in the chosen
period."
The following formula is used for the
calculation:

10. Interaction Rate (I-Rate)
I-Rate = Average interactions per post per fan

11. Post Types
Historical vs Campaign
Total Likes Per Post Type ( Historical) Interactions Per Post Type (Campaign)

12. Interactions > Fan Growth

13. Shares

14. PTAT History

15. People Talking About This (PTAT)

16. Key Metrics (Feb 14-15)
21.84
Fan Growth Rate
1.79
I-Rate
0.85
Avg PTAT Rate

17. The Photo Post

18. The Eminem Photo
0.17%
Photos Engagement Rate

19. The Elizabeth Hurley Photos
2 x Facebook Photos
359 Likes
43 Shares
32 Comments
434 Total Stories / 9982 Fans
31.49%
Photos Engagement Rate

20. Trudy Styler Photo
Facebook Photo (w/ Sting)
705 Likes
193 Shares
56 Comments
Total Stories 954
Fans 3030
31.49%
Photo Engagement Rate

21. Celebrity Engagement of Fans

22. Identifying the Top Contributors
Likers / Commenters / Likers+Commenters

23. SENTIMENT ANALYSIS
Coming Soon!

24. CELEBRITY
CROSS-WALL ANALYSIS
Coming Soon!

25. For More Info :
Chris Zimmerman
Copenhagen Business School
cz.itm@cbs.dk
@socialbeit
Kjeld Hansen
IT University of Denmark
ksth@itu.dk
@kjeldsh