Consumers drove 98% of the online conversation about Sax Appeal on Twitter, showing the influence of individuals on social media. While Twitter was dominant platform for discussion, only 3.4% of messages mentioned Sax Appeal's charitable purpose. The event was mostly seen as fun for students rather than its objective of raising money for charity.
5. This means Sax Appeal was mentioned on average 45 times an hour during the sale of Sax Appeal in South Africa.
6. This amounted to a total reach of 2 746 195 times an hour during the sale of Sax Appeal in South Africa.
7. Which equates to approximately R621 606 of free online advertising. This is the amount Sax Appeal earned media on the 10th February 2011 just through their online conversation. A leading mobile manufacturer earned on average R 44 425 a day.
9. 8.6% of the conversation generated by Sax Appeal on the day was from an influential source (1000 or more followers). Credible conversation has the ability to increase the impact and reach of the event online.