The document summarizes findings from social media analysis of online conversations related to the Giants Club Summit and ivory burn in April 2016. It finds that: - Over 130,000 posts were made, reaching an estimated 178 million users. The ivory burn received much more coverage than the summit. - Conversation was overwhelmingly supportive of the burn. The Kenya Wildlife Service and Cabinet Secretary Judi Wakhungu were very active online promoters. - Nearly 30% of posts originated in Kenya, with most other engagement from the U.S., U.K., and rest of Africa. Asian participation was limited. - Influencers with large followings like news organizations and celebrities helped spread awareness more widely

1. Social Media Report - April 11, 2016 - May 3, 2016
Social Media Analysis of the Giants Club
Summit and Ivory Burn in April 2016

2. Ivory Burn 2
KEY FINDINGS
Findings
Online Conversation
• 130,573 online posts were captured in relation to the Giants Club Summit and the ivory burn during the study period. They
reached an estimated 178 million users online, although only 25% of posts were original content. While Twitter was the
most popular channel overall, posts made on Instagram during the ivory burn received the highest engagement score.
• The ivory burn on April 30, 2016 was the dominant theme with 109,904 posts marked #worthmorealive, whereas the
Giants Club Summit received much less coverage with only 3,018 posts marked #giantsclub.
• Users overwhelmingly supported the burn and very few posts provided opposing views. Some posts stated that the ivory
should be sold or immediately crushed after being confiscated. These views were sometimes expressed in op-eds which
were reposted on social media. There was also scant debate on the reasons Botswana opposed the burn and chose not to
attend it while they did attend the Giants Club Summit.
Government of Kenya Outreach
• President Uhuru Kenyatta was mentioned frequently in posts, especially in news stories, though his name typically was not
denoted by a mention or hashtag. Though he has around 1.4 million followers on Twitter, only six of his tweets on the topic
were captured and he was rarely engaged by social media users.
• The Kenya Wildlife Service was very active in terms of content generation and reaching a large online audience. It was a top
poster on Twitter and had the highest number of updates on Instagram. @kwskenya was used 21,310 times which indicates
a good level of engagement.
• Prof. Judi Wakhungu, the Cabinet Secretary for the Ministry of Environment, Natural Resources and Regional Development
Authorities, was also active on social media and reached an estimated 2.3 million users. @judiwakhungu was used 2,012
times.
The ivory burn was a huge success in terms of creating awareness and reaching a large audience in the online space. The #lightafire conversation on April
23 was important in terms of engaging the audience and setting expectations for the ivory burn the following week. The inaugural Giants Club Summit,
however, received much less attention. Overall, these events were linked to the conservation effort and were not seen as political events.

3. Ivory Burn 3
KEY FINDINGS
Findings
Inclusiveness of Conversation
• The first ivory burn occurred in Kenya in 1989 and the burn in April 2016 was very much a Kenyan affair. Almost 30% of all
posts originated in Kenya while other member countries of the Giants Club were pretty much silent. The rest of Africa was
also not engaged in the conversation about the ivory burn.
• Other important countries included the U.S. and UK while a large number of users did not indicate their location.
• Asians rarely engaged on the topic although Chinese news channels such as CCTV, Xinhua and The People’s Daily reached
large audiences.
Influencers
• When only assessing the frequency of Twitter updates, Kenya based organizations and individuals excelled. This is
especially true for those linked to conservation such as the KWS, Wildlife Direct, Dr. Paula Kahumbu, the David Sheldrick
Wildlife Trust, or the AWF. In addition, the U.S. Embassy to Kenya and its ambassador Bob Godec were prolific on Twitter.
• However, the influencers above lacked a large followership when compared to global influencers. Large news
organizations, including Chinese ones, were obviously influential. But so was the United Nations, the National Geographic
magazine and models/actresses such as Doutzen Kroes, Elizabeth Hurley, Lupita Nyong’o and Imam. Although these
influencers did not post much compared to their Kenyan counterparts, they had a large reach and people engaged with
their content.
• Several social media users reposted op-eds printed in newspapers in order to extent their reach. This includes pieces by
Helen Clark (UNDP), Alex Rhodes (Stop Ivory), and Dr. Paula Kahumbu (Wildlife Direct).
While conservation affects everybody, attention was greatest in Kenya and in the U.S. and UK, countries from which many tourist visit Kenya. Having a large
base of followers was key to promoting the ivory burn globally. This is where Kenya based users received assistance from internationally well-known
influencers.

4. Ivory Burn
130k
Negative : 4.87% Neutral : 78.23% Mixed : 0.14% Positive : 16.75%
Blog : 0.11% Dailymotion : 0.01% Youtube : 0.06%
Website : 1.53% Forum : 0.03% Twitter : 92.46%
Media : 0.75% Instagram : 3.26% Gplus : 0.03%
Facebook : 1.75%
4
There were a total of 130,573 posts made during the survey period which includes retweets. An estimated 178 million online users were exposed to posts
when they were published.
OVERVIEW
Listening
Platforms Distribution over Time
Female : 47.38% Male : 52.62%
Sentiment
#ELEPHANTS(8291) @USEMBASSYKENYA(4384) @BOBGODEC(6149) @AWF_OFFICIAL(4781) #RHINOS(3697)
@DSWT(8573) @JUDIWAKHUNGU(3462) #WORTHMOREALIVE(116661)
@MIN_TOURISMKE(2467) #IVORY(4792) #IVORYBURN(2627) #STOPTHETRADE(2475) @SMRITIVIDYARTHI(4674)
#LIGHTAFIRE(36912) @KWSKENYA(30277) @WILDAID(4194) #WILDLIFE(3306)
#TWEET4ELEPHANTS(16995) @WILDLIFEDIRECT(3609) @PAULAKAHUMBU(12002)
Most recurring Keywords
0
10000
20000
30000
40000
+32K %
Author's Gender
Based on 74340 posts (total : 130573 posts)
KPIs

5. Ivory Burn
Thai : 0.12% German : 0.15% Spanish : 1.18%
English : 94.42% Others : 4.13%
5
Almost all posts were made in English and the top countries, apart from Kenya, are active donors for conservation.
OVERVIEW (continued)
Listening
Languages Top Countries
Based on 41738 posts (total : 130573 posts)
24193
1555 1086 1052 603
Nairobi London Nakuru New York Washington
Top Cities
37469
17132
7179
1937
1867
Kenya
United States of
America
United Kingdom
Canada
South Africa
KPIs

6. Ivory Burn 6
Listening
+40K % 178m
Estimated Reach
+47K % 2.15b
Impressions
+32K % 130k
Volume
Twitter was the dominant social media platform and it accounted for 93% of all posts. Volumes picked up after the April 23 #lightafire event and peaked on
April 30. Posts quickly abated but some updates are still coming about the burning ivory pyres.
PLATFORM DISTRIBUTION
0
5000
10000
15000
20000
25000
30000
35000
40000
45000
Facebook Twitter Instagram Sinaweibo Google+ Youtube Dailymotion
Blog Website Media Offline Press Forum Reviews Comments
Ivory
burn
Online
event

7. Ivory Burn
CONVERSATION CLUSTERS
Analysis
7
The majority of the online conversation focused on the ivory burn itself, as opposed to the Giants Club Summit or broader themes related to conservation.

8. Ivory Burn
TOP HASHTAGS AND MENTIONS
Analysis
8
#worthmorealive was used in 109,904 posts and clearly was well known globally. #lightafire promoted an online conversation held on April 23 and was
used in 21,356 posts. @kwskenya received mentions in 21,310 posts and was followed by @paulakahumbu who was referenced in 6,226 posts.

9. Ivory Burn
TOP POSITIVE POSTS (by estimated reach)
Analysis
9
The top two positive tweets had a U.S. connection by being sent by a U.S. conservation organization and being retweeted by a U.S. actor. The ones with the
next highest reach were sent by NTV Kenya and referenced e.g. President Kenyatta, Deputy President Ruto, President Bongo from Gabon and
conservationist Dr. Paula Kahumbu.

10. Ivory Burn
TOP NEGATIVE POSTS (by estimated reach)
Analysis
10
Negative posts largely opposed the ivory burn though contrary views were fairly few.

11. Ivory Burn
USE OF VISUALS
Analysis
11
Not surprisingly, Instagram usage spiked on April 30 and many posts were made on it in the following days. National Geographic was influential in terms of
its estimated reach and engagement with users, as was the David Sheldrick Wildlife Trust, Doutzen Kroes, Lupita Nyong’o, and Elizabeth Hurley. Youtube
was not widely used even though the channel lent itself to the Giants Club Summit and ivory burn.

12. Ivory Burn
GEOGRAPHIC DISTRIBUTION OF CONVERSATION
Analysis
12
Kenya Botswana Gabon Uganda
# of posts and reposts 37,055 66 26 459
Impressions 791,862,753 44,121 91,735 5,113,06
7
Estimated Reach 62,646,823 3,479 7,335 405,474
China Hong Kong Vietnam
# of posts and reposts 119 271 14
Impressions 72,107,582 1,715,252 9,241
Estimated Reach 5,063,198 131,656 737
Rest of Africa US UK
# of posts and reposts 5,592 16,628 7,012
Impressions 40,094,480 369,261,693 104,013,180
Estimated Reach 3,145,933 30,091,231 8,535,490
130,573 posts were analyzed according to the named location of a user. The breakdown of select posts is as follows: Kenya – 29%, U.S. – 13%, UK – 5%,
Rest of Africa – 4%, Unknown – 35%. The number of posts originating from Asia was very small and accounted for less than 1% of the total.

13. Ivory Burn
TOP POSTS (by engagement score)
Analysis
13
Content created by the KWS and the David Sheldrick Wildlife Trust was very much liked by users. The same is true for posts by Lupita Nyong’o who was an
important ambassador.

14. Ivory Burn
TOP POSTS (by estimated reach)
Analysis
14
It is not surprising to see news organization having a great reach and this includes Chinese ones which reported widely on the ivory burn.

15. Ivory Burn
TOP TWEETS (by engagement score)
Analysis
15
Ivory Ella, an online clothes store affiliated with Save the Elephants, had the highest engagement score on Twitter. They only sent three tweets but each
reached an estimated 50,000 users. Ibrahim Thiaw, the UNEP Deputy Executive Director, only sent two tweets about the ivory burn but they were also very
liked.

16. Ivory Burn
TOP TWEETS (by estimated reach)
Analysis
16
U.S. and UK based news organizations had the greatest reach, but the China based Xinhua also covered the ivory burn.

17. Ivory Burn
TWITTER INFLUENCERS
Influencers
17
Rank Account Tweets Followers
1 IG|@USEmbassyNairobi (@USEmbassyKenya) 705 140,264
2 Evelyne Gathoni (@EvelyneGathoni) 546 396
3 Denise O'Toole (@DotooleO) 540 985
4 Baby J (@2njeri) 517 1,249
5 wildlifedirect (@wildlifedirect) 445 12,788
6 Kenya Wildlife (@kwskenya) 427 89,871
7 Ravi (@RavS82) 399 1,973
8 Dr. Paula Kahumbu (@paulakahumbu) 381 85,228
9 Ali Van Zee (@alikat747) 352 5,347
10 Tembea Africa (@TembeaAfrica) 330 808
11 #EndTribalismNow (@Eddiejimmy) 306 1,887
12 SeaDolphinLover (@SeaDolphinLove1) 303 616
13 Justus Tharao (@justustharao) 301 8,002
14 #WildlifeWarrior (@ontita_vincent) 297 537
15 Ambassador Bob Godec (@BobGodec) 284 29,883
16 AWF (@AWF_Official) 270 40,576
17 Rebecca W. Ellison (@Weslie19) 270 1,236
18 Ken Gitau (@GitauKE) 263 612
19 Smriti Vidyarthi (@SmritiVidyarthi) 259 214,712
20 Harry Voo (@HarryVoo123) 255 162
21 Charliealpha011 (@charliealpha011) 253 1,439
22 Paul Udoto (@pauludoto) 229 7,099
23 KBCChannel1 (@KBCChannel1) 212 85,280
24 Digital Humanitarian (@PhilipOgola) 201 37,137
25 Ollivier Yves (@ollivier_yves) 199 357
26 nonvlinders (@Nonvlinders) 188 609
27 Dawn Scholes (@DawnScholes) 186 105
28 Donna Sudbury (@Seagypsy40) 180 931
29 Parth Padia (@ItsPadia) 174 10
30 Little dragon (@Mosioatunya11) 170 65
Ranked by # of Tweets
Rank Account Tweets Followers
1 Twitter (@twitter) 1 54,546,747
2 BBC News (World) (@BBCWorld) 3 14,150,559
3 National Geographic (@NatGeo) 1 11,407,656
4 TIME.com (@TIME) 1 10,441,978
5 The Associated Press (@AP) 1 7,482,890
6 Washington Post (@washingtonpost) 2 6,362,670
7 The Guardian (@guardian) 2 5,518,860
8 CBS News (@CBSNews) 1 4,447,767
9 China Xinhua News (@XHNews) 3 3,937,979
10 Lonely Planet (@lonelyplanet) 1 3,421,254
11 Sky News (@SkyNews) 2 3,244,757
12 Bloomberg (@business) 2 3,126,193
13 norman reedus (@wwwbigbaldhead) 1 2,754,097
14 Department of State (@StateDept) 1 2,607,561
15 JARED LETO (@JaredLeto) 1 2,233,543
16 FRANCE 24 (@FRANCE24) 1 2,227,729
17 WWF (@WWF) 1 2,134,213
18 Nat Geo Photography (@NatGeoPhotos) 1 1,938,334
19 The Independent (@Independent) 6 1,906,169
20 Agence France-Presse (@afpfr) 1 1,872,352
21 The Indian Express (@IndianExpress) 1 1,730,425
22 Daily Mail Online (@MailOnline) 2 1,637,219
23 Uhuru Kenyatta (@UKenyatta) 6 1,426,909
24 banksy (@thereaIbanksy) 1 1,411,634
25 CLAUDIA BAHAMON (@CLAUDIABAHAMON) 3 1,365,116
26 Scientific American (@sciam) 1 1,341,090
27 Bear Grylls (@BearGrylls) 1 1,278,551
28 BBC Africa (@BBCAfrica) 1 1,247,654
29 dna (@dna) 1 1,167,005
30 NTV Kenya (@ntvkenya) 92 1,139,386
Ranked by # of Followers
The bolded users below are based in Kenya. Conservationist in Kenya posted frequent tweets, together with the U.S. Embassy and the U.S. Ambassador to
Kenya. Users based abroad, however, had the most followers and included some interesting influencers such as Jared Leto, Bansky and Claudia Bahamon
who is a WWF Ambassador.

18. Ivory Burn
FACEBOOK INFLUENCERS
Influencers
18
Rank Account Posts Fans
1 Kenyans United Against Poaching - KUAPO 83 8,221
2 Kenya Wildlife Service 82 115,885
3 NTV Kenya 53 2,181,276
4 Africa Leadership Dialogues 51 11,364
5 Welcome to the Machine 41 3,716
6 WAR - Wildlife At Risk International 40 21,441
7 Elephant Champion 39 4,049
8 Trending 33 3,685
9 The Laikipian 30 8,807
10 Ebru TV Kenya 26 52,592
11 WildAid 19 112,051
12 WildiZe Foundation 18 2,485
13 The Ol Pejeta Conservancy 17 61,542
14 African Wildlife Foundation 15 906,468
15 Stejos Tours and Travels 15 9,537
16 Photography for Conservation - Sushil Chauhan 14 4,438
17 Forever Trunks 14 2,629
18 Space for Giants 13 8,420
19 The Perfect World Foundation 12 159,331
20 Amboseli Trust for Elephants 11 189,678
21 Natural Habitat Adventures 10 26,596
22 Connection Africa 10 2,869
23 Ministry of Tourism - Kenya 10 11,353
24 International Fund for Animal Welfare - IFAW 9 540,173
25 MagicalKenya 9 74,364
26 The David Sheldrick Wildlife Trust 9 460,099
27 Watamu Marine Association 9 14,072
28 East Africa Destination 9 58,346
29 Global March for Elephants and Rhinos 9 37,422
30 International Fund for Animal Welfare - IFAW 8 540,309
Ranked by # of Posts
Rank Account Posts Fans
1 National Geographic Channel 1 56,184,215
2 National Geographic 1 40,256,702
3 CCTV 1 25,329,437
4 CCTVNews 1 23,469,492
5 People's Daily, China 1 18,273,120
6 The New York Times 1 11,146,743
7 The Huffington Post 4 7,010,195
8 China Daily 2 5,331,657
9 China Xinhua News 3 5,254,491
10 VICE 1 5,144,156
11 Sky News 1 5,106,889
12 The Logical Indian 1 4,987,470
13 Total 4 4,928,331
14 The Independent 2 4,196,906
15 Washington Post 1 4,048,884
16 Daily Mail 1 3,885,293
17 Indian Express 2 3,606,852
18 New Scientist 1 3,062,710
19 Wildcat Sanctuary 1 2,921,034
20 The Dodo 1 2,768,843
21 Lupita Nyong'o 2 2,678,799
22 Clickittefaq.com 1 2,548,042
23 Scientific American magazine 2 2,546,809
24 BBC Africa 1 2,532,579
25 U.S. State Department - OES 1 2,415,114
26 Ashley Salazar 2 2,357,169
27 Citizen TV Kenya 4 2,309,520
28 KTN Kenya 3 2,249,209
29 NTV Kenya 53 2,172,919
30 Daniel "Churchill" Ndambuki 1 1,896,003
Ranked by # of Fans
The bolded users below are based in Kenya and were the most avid content generators. However, foreign organizations had a greater number of fans.

19. Ivory Burn
INSTAGRAM INFLUENCERS
Influencers
19
Rank Account Posts Followers
1 KWS (@kenyawildlifeservice) 55 n/a
2 PiktureMaker (@dp4k.m) 39 25,646
3 Michele (@shellyab32) 31 5,088
4 Christy Lee (@christylee787) 27 38,931
5 (@jess__babie) 25 1,145
6 Julie Gichuru (@juliegichuru) 25 83,634
7 jane e michaelides smith (@kianzabe_designs) 24 638
8 Ina (@inajordanart) 24 258
9 WildAid (@wildaid) 23 n/a
10 IntoTheWildKenya (@intothewildke) 23 n/a
11 U.S. Embassy Nairobi (@usembassynairobi) 22 5,314
12 Smriti Vidyarthi (@smriti_vidyarthi) 21 n/a
13 (@elephantsalive) 21 n/a
14 Justustharao (@justustharao) 20 n/a
15 NoirKat (@ktkliks) 19 797
16 Vin (@vox_silentii) 19 32,975
17 Space for Giants (@spaceforgiants) 19 n/a
18 Philip Ogola (@philipogola) 18 3,961
19 sallykoonin. (@sallykoonin_) 18 1,532
20 (@led611) 18 352
21 Youth 4 African Wildlife (@youth4africanwildlife) 18 2,379
22 Lorloveslife (@lorloveslife1) 18 193
23 Susanna Njambi 'Lionlady' (@savanahqueen) 16 n/a
24 Environmental Blonde (@environmentalblonde) 16 n/a
25 Lobo Reincarnated (@loboreincarnated) 16 n/a
26 Lobo King (@ellobo88) 15 534
27 rhino1818, Penny ♡ (@rhino18181) 14 18,791
28 The Perfect World Foundation 14 n/a
29 (@unitedforwildlife.uae) 14 1,229
30 Liberate (@wilderness.liberatethemfront) 14 13,270
Ranked by # of Posts
Rank Account Posts Followers
1 National Geographic (@natgeo) 3 43,671,171
2 Doutzen Kroes (@doutzen) 1 3,580,016
3 Lupita Nyong'o (@lupitanyongo) 2 2,091,659
4 Ben Pol (@iambenpol) 1 640,882
5 The Economist (@theeconomist) 1 481,145
6 Natasha Galkina??Natalie Gal???? 1 342,773
7 Maria Celeste (@mariacelestearraras) 1 321,848
8 Everyday Africa (@everydayafrica) 1 274,796
9 IMAN (@the_real_iman) 1 213,648
10 Nour Aboulela ‫العال‬ ‫ابو‬ ‫نور‬ (@lovebyn) 1 212,814
11 Everyday Everywhere (@everydayeverywhere) 1 203,026
12 ShannenDoherty (@theshando) 2 198,129
13 Andrea Rendon (@rendonandrea) 1 177,449
14 Bogdan Vlase Aka Om Bo (@bogdanvlase) 1 139,438
15 Sharon Mundia (@this_is_ess) 1 130,964
16 (@bbcafrica) 1 115,904
17 (@kristinbauer) 5 103,186
18 Animal Revenge ✔?? (@animalrevenge) 1 102,528
19 Alissa White-Gluz (@alissawhitegluz) 2 99,619
20 Rhinos in Africa - Megan Carr (@rhinosinafrica) 4 92,391
21 Shannon Wild (@shannon__wild) 7 83,973
22 Julie Gichuru (@juliegichuru) 25 83,634
23 Charlie Hamilton James (@chamiltonjames) 9 75,238
24 M.D.Kenyatti (@d.ngashofficial) 6 73,161
25 The Lewa Wildlife Conservancy (@lewa_wildlife) 5 72,133
26 xx_illuminati_xposed_xx 1 69,234
27 Kelly Eastwood (@thelondonchatter) 1 56,313
28 Everyday Climate Change 1 56,287
29 TIGRIS (@tigrispersonnel) 1 49,369
30 ELECTRIFY MAG (@electrifymag) 1 48,679
Ranked by # of Followers
Instagram accounted for only 3% of all posts, but it was influential during the actual ivory burn.

20. Ivory Burn
SEARCH PARAMETERS
Search
20
(#worthmorealive OR #elephantsalive
OR
"Elephant Protection Initiative")
OR
(("Giants Club" OR "Giant's Club" OR "Kenyatta" OR "Judi Wakhungu" OR "Evgeny Lebedev" OR "Richard Leakey" OR "De Beers" OR "Space for
giants" OR Olam OR Laikipia OR "Nairobi National Park" OR "Kenya Wildlife Service" OR KWS OR Kenya*) AND ("ivory burn"~15 OR "rhino
burn"~15 OR "stop ivory"))
NOT ("Ivory Coast" OR "Louis Vuitton" OR LV OR airport)
A Boolean query was built that started gathering data as of 11 April 2016. The posts in this report also include retweets / reposts of content.

21. Ivory Burn 21
GLOSSARY
Glossary
Author’s gender
Represents the gender of the author who published the post. If the data is not
available, it is automatically detected. Possible values: Female, Male.
Impressions
Global audience, maximum number of users that can see the post at the time of
publication.
Languages
The language of the post is automatically detected. Only the top 5 languages are
displayed in the chart.
Most recurring keywords
The list of the 20 most recurring keywords within the posts matching the query.
Platform
The platform displays the source of each post. Possible values are: Facebook,
Twitter, Instagram, Google+, Youtube, Dailymotion, Blog, Website, Media, Forum,
Reviews, Comment, Off-line press.
Estimated reach
Estimated number of users exposed to the post when it was published.
Estimated reach of a post = impressions of the post x platform reach ratio
Sentiment
Sentiment analysis consists in attributing a tonality to a post. This tonality
represents the overall sentiment expressed in the post and can have one of the
following values : positive, negative, mixed or neutral.
Top Cities
Represent the city where the post was published. Geolocation can be provided
from the original source or inferred automatically. The chart displays the top 5
cities.
Top Countries
Represent the country where the post was published. Geolocation can be provided
from the original source or inferred automatically based on the author location.
The chart displays the top 5 cities.
Volume
The volume is the number of posts.

22. Ivory Burn
CONTACT
22
Noah W. Miller
Managing Director
NMiller@sochin.agency
0721403574
www.sochin.agency
Contact