A brief analysis of 12 hours in South Africa's history. When the ANCYL was held up on trial and the community was split. See what over social media thought.

1. ANCYL Disciplinary Hearing
30th August 2011
contact@brandseye.com
@brandseye, compiled by @staceyrumble

2. Summary
• In the last 24 hours, conversation about events surrounding
yesterday‟s ANCYL Hearing has received 6 826 mentions across
the Internet.
• This conversation generated 8 419 565 Opportunities-To-See
(OTS), which implies that 87% of the South African population with
Internet access was exposed to this conversation in some form.
• This equates to an Advert Value Equivalent (AVE) of R 1 945 867.
That‟s a considerable amount of particularly negative coverage that
we ourselves generated about our own country.

3. Value Summary - 30th August 2011
CONVERSATION MEASURES
VOLUME OTS AVE
6 286 8 419 565 R 1 945 867
MEDIA DISTRIBUTION
CONSUMER ENTERPRISE PRESS
93% 1% 6%
SENTIMENT DISTRIBUTION
≥DOWNPLAY LISTING ≤ENDORSEMENT
13% 64% 23%
TOP DOMAINS
Twitter Facebook All Others
68% 20% 12%

4. Since the ANCYL hearing yesterday, August 30th
6 286
related mentions were found across the Internet.

5. Credibility
DEF: The more people
reached online, the
more credible [Brand]‟s
conversation is.
A respected source is
deemed as having the
potential to reach
≥4 000 people, an
authoritative source
≥1 000 000.
Most authors had online audiences of up to 300 people (level 3), indicating the
most conversation came from ordinary people like you and me. We also saw many
respected sources (level 5≤) talking compared to most brands due to high levels of
international press site coverage, resulting in far greater overall reach per mention.

6. This allows us to calculate that the reach of yesterday‟s
conversation accounted for
8 419 565
Opportunities-To-See (OTS) within the online sphere.

7. Had this conversation been purchased, it would have cost an
Advert Value Equivalent (AVE) of
R 1 945 867
just from yesterday‟s conversation alone. Unfortunately, most
of this didn‟t show South Africa in a positive light.

8. Consumers drove 93% of the total volume, with some companies
also getting involved, though only accounting for 1% of the total.
1.5% of this conversation came from press websites themselves, with
journalists reporting live at Luthuli House accounting for 4.5% of
the total conversation.

9. The following graph indicates the domains that mentioned the
ANCYL‟s actions yesterday the most:
Social networks were the most active, accounting for 88% of the
total conversation, with press sites driving 1.5% of the
total conversation.

10. But what
exactly
was said?

11. Top Themes
The top themes are indicated here by word size. For better context of which other
themes were the most topical, “Julius Malema” has been removed.
At 2 443
mentions, the
ANC saw
much more
conversation
than the
ANCYL with
only 1 397
mentions.

12. Julius Malema
5 949 mentions
9% of conversation
endorsed the Youth
League and their
actions, whilst 61%
spoke neutrally and
30% of people
displayed negative
sentiment towards it.

13. Jacob Zuma
946 mentions
A lot of this
conversation
focused on the
stand off between
Zuma and
Malema, with
many cautioning
one that the other
is more powerful.

14. Gwede Mantashe
359 mentions
Conversation about
Mantashe was
mostly neutral in
nature, coming from
people re-tweeting
press articles or
comments, with
isolated negativity
from consumers.

15. Floyd Shivambu
230 mentions
Many associated the
intensity of the
ANCYL‟s response
to Shivambu as
well but very few
people spoke
positively of him.

16. The School Kids
514 mentions
The presence of
the school children
caused 8% of the
total conversation.
These ranged from
disgust and shock
to, “Why aren‟t
they in school?”

17. Overall, was
the community
happy?

18. Sentiment
DEF: Each mention is
assigned a score on a
10-point scale based on
the strength of the
authors feelings
towards the [Brand]
brand
≤ Downplay implies
negative conversation.
≥ Endorsement implies
positive conversation.
9% of conversation endorsed the Youth League and their actions,
whilst 61% spoke neutrally and 30% of people expressed
negative sentiment.

19. Sentiment
Support for the ANCYL, however, heavily condemned the corruption
and the “tenderneurship” within the ANC and warned the current
ANC leadership of the end.
“Viva Malema, Viva Youth League” and, “Malema – the next
president!” were also quite common within this conversation.

20. Sentiment
Negative conversation (30%) showed support for the ANC, some of
which focused on loyalty to the heroes of the struggle and the
ignorance of the youth.

21. Visual Support
We also saw a lot of people disappointed with the ANCYL‟s actions
and what they‟re costing the country‟s reputation.

22. Observations
• For more context into why 6 286 individual mentions is particularly
high, that‟s significantly more than the Budget Speech received
earlier this year at only 812 mentions.
• Even the State of the Nation Address only received 3 352
mentions (without the drinking game). With that stunt included, it
still only reached 6 180 mentions. Involvement in conversation
about the ANCYL‟s protests was not motivated in anyway by
entertainment value, which is often biased within Social Media.
• In terms of corporate brands? Even large mobile brands can only
expect to receive about 250 mentions a day in South Africa.

23. Observations
• According to the DMMA, there currently are an estimated
9 602 114 unique online browsers in South Africans whether by
fixed-line or mobile access.
• With an OTS value of 8.4 million, this means that 87% of this
population were exposed to online conversation surrounding
yesterday‟s ANCYL hearing in some form.
• Had that conversation been purchased – it would have cost South
African R 1 945 867. That‟s a considerable amount of negative
coverage that we ourselves generated about our own country!

24. Observations
• It is acknowledged that there are more people with Internet
access who fit the „economically empowered‟ bill and are
therefore may be somewhat threatened by the leftist opinions of
the ANCYL.
• So there is some bias in saying the online community may be
more opposing of what happened yesterday – a true reflection of
South Africans‟ opinions.
• Notwithstanding, we still need to be mindful of what we‟re putting
out to the world. South Africa can‟t afford to have nearly 2 million
Rand‟s worth of particularly negative coverage, least of
all self-generated.

25. Observations
• 5% of this coverage came from the US and the UK (collectively)
and a further 3% from other European countries. Russia, Brazil,
India, Singapore, Malaysia, Japan, United Arab Emirates,
Australia and New Zealand also featured within this measure .
• South Africa relies heavily on having a positive image overseas,
not just from the industries/products we export being well
received but also in promoting FDI, tourism and trade growth.
• It just goes to show that even at state level, online reputation
management is critical to how others perceive us, not just online
but in the real world as well. #SARocks !

26. Appendix

27. Definitions
• The online space or online community:
Refers to the environment in which any relevant ANCYL Hearing
branded conversation occurs online. These may come from
social media networks, forums, blogging platforms, press
coverage, websites belonging to companies, influential
consumers and any other open domain content.

28. Definitions
• Opportunities-To-See (OTS):
OTS reflect a measure of the number of people who had the
opportunity to see a mention. A tweet from a user with 8 000
followers would account for 8 000 in the total OTS of the
conversation. This does not account for the possibility that
the mention may not have been seen by the user in their
Twitter feed or may have been noticed multiple times.

29. Definitions
• Advert Value Equivalent (AVE):
AVE offers a monetary value of the earned conversation.
The aim behind the AVE measure is to capture what a
company would have paid to expose their brand to
the number of people reached by the conversation.

30. 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

31. Any Questions or Ideas?
contact@brandseye.com
@brandseye, compiled by @staceyrumble