A saidWot case study compiled to showcase

1. #CloseTheTap
A saidWot Case
Study
April 2012
Compiled by @HulyaBalikci

2. The Formalities
This Case Study is based on all comments received regarding
#CloseTheTap campaign.
It is based on all comments from around the world.
This case study was not compiled for a specific brand, but purely out of
curiosity and a burning passion to showcase the impact of Online
Reputation Management.
If you would like more information about saidWot, please contact us:
www.saidwot.com/contact-us

3. Green marketing
Green marketing refers to the process of selling products
and or services based on their environmental
benefits as well as creating campaigns to raise awareness
around environmental issues.
Products or services may be environmentally friendly in itself or produced
and or packaged in an environmentally friendly way.

4. The story
On 22 March 2012, Native South Africa launched a ‘Close the Tap’ initiative
together with For the Love of Water (FLOW) in order to raise awareness
of how wasteful we are of water and how small changes in habits
can make a real difference.

5. The idea
With the help of an Arduino controlled closed system tap that uses a step motor
to programmatically tighten a valve in the tap’s plumbing as tweets with the
hashtag #CloseTheTap are posted to the Twitter streaming API people were able to
tighten the tap and create awareness with every tweet they sent.

6. Where did the conversation take place?
So far, over 5000
tweets have been
posted on Twitter
13 articles
posted on
Websites

7. Said What?

8. Sentiment
The majority of the coverage received has been positive, with people
tweeting religiously in order to create the awareness needed to close the tap.
Although the campaign was great and generated tons of positive feedback,
there were still some that felt critical of the campaign.

9. What did they say?
All people had to do was choose a tweet:

10. What did they say?

11. Trending Topics
People tweet everyday about
the campaign. The live ticker on
closethetap.com’s website constantly
shows what people are saying.
The CloseTheTap hashtag has
been an integral part of the
campaign, not only because it affects
the tap, but also because hashtags
are responsible for what trends on
Twitter.

12. The outcome?
Besides creating awareness and providing facts about how much
water we actually waste in our daily mundane activities, the campaign
gained a lot of attention for its creativity as well as
the technology used in making the tweet controlled tap.
#CloseTheTap is a great example of an interactive, “green initiative” that
involves and educates the public to be more water-conscious.

13. The outcome?
Despite some of the criticism the
campaign endured, it gained a lot of
attention within the digital industry and
5000 tweets later, the campaign
has 5000 tweets more to go in order to
close the tap and get the recognition it
deserves for this well designed,
innovative and interactive
green campaign.

14. More Information
We have all the data and analysis available that went into writing this case
study. If you are interested in receiving this, please contact us on the
details below.
If you want to know what is being said online about your brand, then
contact us on the details below and we will gladly set up a demo account
for you.
For more information around the #CloseTheTap campaign, please visit
closethetap.com
South Africa: United States:
Tel: +27 11 021 8740 Tel: +00 (1) 704 450 2403
Email: infosa@saidwot.com Email: infous@saidwot.com
Web: www.saidwot.com