#LoveIsInMyBlood

ELTON JOHN AIDS FOUNDATIONCAMPAIGN TWITTER ANALYSIS

Chris Zimmerman & Kjeld Hansen

The Celebrity Packet

A Twitter Movement

#loveisinmyblood Campaign: Mindjumpers partnership with CSSL

Mindjumpers' priorities for the EJAF:

● Raise Awareness

● Retweet Campaign

● Hashtag the Movement (the Well)

● AIDS (SIDA, HIV, VIH)

● Link to ejaf websites

● Include in every post: "Please share/retweet"

● Create momentum for an ongoing campaign for 2013

The #loveisinmyblood Campaign: Mindjumpers partners with CSSLMonday, February 11th: - Introduction to campaign- MJ ask for SM analysis from CSSLTue, February 12th: - Gameplanning of the Campaign Timeline- Offered to do post-analysis of Twitter and Facebook (and Instagram) activity- Coordination between Mindjumpers with 5 CSSL team members Wed, February 13th: - Presented twitter tools (and training) to Mindjumpers- Conceptualisation of Mindjumpers DashboardsThursday-Friday, February 14-15th: - 10:00am Campaign Begins- Twitter activity monitored and analysed from ITM - Mindjumpers creating live content on behalf of the Elton John AIDS Foundation

#loveisinmyblood Campaign: Mindjumpers partnership with CSSL

● Collaborative observation and analysis with Mindjumpers

● Provided basic training with social media tools to MJ employees

● Helped conceptualise observation and analysis in the "War Room"

● Provided real-time statistics, reporting and post-analysis

TOOLSPre-analysis, Raw Data and AlertsFollowerWonk Crosswall, Mapping, KI, Follower Data

Twitter Counter Growth Predictions

SocialBro Timing Calendar

Socialbakers Macro Statistics

Tweet Archivist Logs and reports

Sodato Raw Data & Social Data Analysis

Quintly Facebook Backup Tracking & Metrics

If This Then That (IFTT) Recipe Celebrity-Hashtag Alerts

Topsy Comparisons & Daily Twitter Alerts

Nitrogram Daily Instagram Alerts

TOOLSLive Campaign and Post-AnalysisFollow the Hashtag User/#-tag usage

Gramfeed Instagram Map & Monitoring

NodeXL Network Analysis

Sentiment140 Polarity & Monitoring

SocialBro Realtime Activity, Growth, Language

Topsy Pro Analytic Activity, Geography, Exposure

Trends Map Where Topics are Trending

Tweet Ping World Twitter Clock & Meter

Tweet Charts Buzz, Sentiment, Language, Photos

Tweet Reach Reach, Exposure, Top 50 Influencers

TOOLSPurchased for Archiving & Real-time

SocialBro● Dashboarding & Live Stats● Key Influencer Targeteing

Topsy Analytics Pro● Exposure Statistics

TweetArchivist - 20 Archives● 14 Celebrities + 6 Keywords/Hashtags● 19 x Three-day Accounts + 1 x Pro (ongoing)

Primary FocusAreas of Inquiry & Analysis

Goal : Raising Awareness

How effective was the campaign at spreading the message about HIV AIDS on both Facebook and Twitter?

○ Magnitude of Message (#hashtag)○ Growth of Foundation (@ejaflondon)○ Volume of Aids Chatter○ Sentiment of Aids Discussion

Special Reports (for Pre/Post Analysis)

● CELEBRITIES : Which celebrities will gain the most from their involvement? (14 Planned Celebrities with 29m followers and 38m fans)

● COUNTRIES : Is it possible to predict which countries the outbreak will disseminate to, or where to target the campaign message?

TWITTER REPORT

Contents:

● Country Targeting (Pre-Analysis)

● Aids Momentum

● Measuring The Foundation - @EJAF

● Monitoring the Hashtag - #LoveISInMyBlood

● Follower Analysis

● Celebrity After-Effects (Post Analysis)

● Instagram Spillover

● Celebrity Cross-World Analysis (Coming Soon)

● Sentiment Analysis (Coming Soon)

COUNTRIES FOR CAMPAIGNING

Celebrity Presence Twitter UsageCombination of all 19 celebrity followers, sorted by country. Countries with the highest exposure to Twitter

Source : Topsy Pro

Celebrity & Twitter Countries

Estimated HIV Prevalence (UN 2011)

#aids

February 14th

February 15th

Source : TweetCharts

Influential Tweet Links for "Aids"Source : Topsy Analytics - Free Version

"AIDS" "HIV" "SIDA" MentionsSource : Topsy Analytics - Free Verison

@ejaflondon

@ejaflondon

● Averages 11 followers / day● Prediction : 262 days to achieve 13,200

followers*● Achieved 13,948 during launch● 3,519 new followers (34% growth)

*according to TwitterCounter

Exposure Levels of the CampaignSource : Topsy Analytics - Free Verison

Top LinksSource : Topsy Analytics - Free Verison

Following the HashtagSource: FollowTheHashtag

#hashtags monitored

#LoveIsInMyBlood#LoveIsInYourBlood#EJAF#EltonJohnAIDSFoundation#AIDS#HIV#AiWeiwei#EltonJohn#Blood#SirEltonJohn#EndAIDS

Volume of Tweets During Launch

Top 25 Posters

Admin #loveisinmyblood Tweets

tweet rate (buzz)

How does a hashtag go from0-to-60in 10 hours?Source: FollowTheHashtag

Following the Hashtag

10:00

11:00

12:00

13:00

14:00

15:00

16:00

17:00

19:00

20:00

Buzz - #loveisinmyblood

Simple buzz rate of tweet volume over time* (Hubermann)

FollowTheHashtag Averages 0-to-20 Tweets / Hour

Buzz - #loveisinmyblood

TweetCharts Samples

Day 1 (9am to 10pm)● 1 tw / hour (Morning)● 1 tw / minute (Afternoon)● 5 tw / hour (Evening)

Day 2 (8am to 6pm)● 60 t/hr > 30 t/hr

*based on a rolling sample of 500 tweets using TweetCharts

The Outbreak - Trending on Twitter

19:00 Sydney, Rio

21:00 New York

22:30 Chicago, Toronto, Mexico City

9:00am L.A., Paris, Manchester

Top 10 Trending London (2:00pm)

Top 10 Trending UK (5:00pm)

#loveisinmyblood languages

Day 1 (Morning)Spanish Minority > 15%

Day 1 (Evening)Multilingual > 25%

Day 2 (Morning)French Minority < 15%

Language Analysis

keywords monitored

“Love is in my blood”“Elton John AIDS Foundation”EJAFEJAF.comAIDSHIV“Blood drop”“Blood droplet”“Drop of blood”“Droplet of blood”“Bloody finger”“Blood print”“Finger print”

Blood“Elton John”“Sir Elton”“Sir Elton John”“AIDS free future””“End AIDS”“Fight AIDS”“Ai Weiwei”“Love is the cure”“David Furnish”“Love is in our blood”“Love is in the blood

Tweet Archive: Corresponding Topics

Tweet Archive: Word Associations

Impressions: #loveisinmyblood and #loveisinyourblood

Gross Impressions: Shown 97,573,644 times in users' timeline within time period

Impressions: #loveisinmyblood and #loveisinyourblood for US and UK

Gross Impressions: Shown 87,139,393 times in users' timeline within time period

Impressions: Elton

Gross Impressions: Shown 72,902,682 times in users' timeline within time period

Impressions: Elton for US and UK

Gross Impressions: Shown 22,699,178 times in users' timeline within time period

Impressions: Elton for WorldFollowing countries had many impressions for Elton, which did not necessarily include the hashtags● Brazil: Times shown in users' timeline between

February 13th - 15th 2013: 3,847,979 times● Venezuela: Times shown in users' timeline between

February 13th - 15th 2013: 28,528,273 times● Spain: Times shown in users' timeline between

February 13th - 15th 2013: 2,437,982 times● Mexico: Shown in users' timeline between February

13th - 15th 2013 4,220,006 times● Argentina: Times shown in users' timeline between

February 13th - 15th 2013: 1,196,205 times

Impressions: Elton and EJAFs

Gross Impressions: Shown 144,917,916 in users' timeline within time period

Impressions: Elton and EJAFs for US and UK

Gross Impressions: Shown 86,215,839 in users' timeline within time period

Elton, EJAFs, #loveisinmyblood, and #loveisyourblood

Gross Impressions: Shown 242,091,560 in users' timeline within time period.

Elton, EJAFs, #loveisinmyblood, and #loveisyourblood for US and UK

Gross Impressions: 173,402,702 times shown in users' timeline within time period

Impressions: Elton, EJAFs, Hashtags, and Celebs

Gross Impressions: 977,296,206 times shown in users' timeline within time period

Impressions: Elton, EJAFs, Hashtags, and Celebs for US and UK

Gross Impressions: 737,002,550 times shown in users' timeline within time period

usage of #loveisinmyblood tweets

40% of tweets had photos (or video)

85% Unique Tweets [84-86%]85% Retweet rate [83-88%]88% Used a @mention [86-91%]

Sentiment AnalysisSource : TweetMood

#loveisinmyblood

@ejaflondon

@EJAF FOLLOWERS

Network Analysis of a hashtag

Europe EJAF (Before)

liverpool (+2), ireland (+1), scotland (-1)

World EJAF (After)

texas (+2) , florida (-1), toronto (-3), washington (new)

Languages of ejaflondon's followers

● 156 new Spanish followers (previously 4.3%)

● Other also went up by 84 fans (.2%)

● 572 new English fans, but decreasing percentage of the whole.

Bio word cloud of @ejaflondon

TRENDS :social media (+2) music lover (-2)mother (+1) wife mother (+1) happily married (-3)gay (+1) hivaids (+1)

Potential Exposure / Hour

Social AuthoritySource : FollowerWonk

Key Influencer Targeting

Crossworld Analysis

CELEBRITIES

@handles monitoredPLANNED

@stephenfry

@warne888

@elizabethhurley

@jamieoliver

@flo_tweet

@aiww

@eltonjohndotcom

@paulocoelho

@georgetakei

@misskellyo

@larastone

@davidwalliams

@4planb

UNPLANNED

@edsheeran

@emelisande

@rugbybencohen

@annielennox

@officialadele

@eminem

@shakira

NO-SHOW

@jessiej

ORGANIZATIONS

@ejaflondon (now migrated to @ejaf)

Celeb Posting Timeline

IMPACT FROM CELEBRITIES

CELEBRITIES (all mentions)

*more than avg daily increase, based on 80 day sample

Celebrity Endorsement

18 Twitter Celebrities 17% Real Growth*

35 Tweets Kelly Osborne 31%68 Million Followers Adele 28%22% Growth Elton John 410%

Instagram Spillover

Instagram Photos● 47,344 likes - (Teddy's) Ed Sheeran Photo*● 3,576 likes - Emil Sande's Photo● 1,281 likes - Lara Stone's Photo● 72 combined likes for 20 EJAF photos*Majority for 'Your blood' (99 vs 84 photos)

Sentiment Analysis

Coming Soon!

CELEBRITYCross-World Analysis

Coming Soon!

Chris ZimmermanCopenhagen Business Schoolcz.itm@cbs.dk@socialbeit

Kjeld HansenIT University of Denmarkksth@itu.dk@kjeldsh