#Slutwalkjhb ORM

SlutWalk ORM Report

The quote that catalyzed The Slutwalks!

Slutwalk Mission Statement!

Slutwalk online overview

Brand Value!!BrandsEye calculates the Ad Value equivalent of!the total mentions at R1, 524, 832.50 !!!This means the South African related Ad value is!

R503, 111.45 for the reporting period!!!!!

Slutwalk Around the world!144 Slutwalks Globally

South Africa In relation to the rest of the world!

South Africa generated more than 30% of the tracked mentions. While South African Slutwalks were tracked in more detail, the volumes generated in South Africa – purely based on location - places South Africa as the 2nd highest number of mentions per country. The United States has the largest share of voice online. The increase in rape cases in South Africa in 2010 was a large driving force for Slutwalk conversation.

South Africa Positive Sentiment!

In terms of sentiment, on a scale of neutral or listing to acclamation, South Africa has the 2nd most positive mentions online. Interestingly the negative conversation was in South Africa was minimal. While there was opposition to the Slutwalk, it did not effect the overall sentiment. The supporters of the Slutwalk have been extremely vocal and supportive of each other online – amplifying tweets, defending the right to protest and have been, generally, well received. On twitter, Slutwalk Johannesburg has been instrumental in catalyzing conversation and disseminating information to a responsive follower base of 541.

South Africa Negative Sentiment

There were less than 150 explicitly negative mentions about the Slutwalk in Johannesburg and Cape Town. Much of the negative conversation was catalyzed by opinion columns and blogs decrying the use of the word “slut” and claiming that the Slutwalks are perpetuating the very perception the protests were trying to abolish. The negativity online in South Africa was surprisingly low. Although their have been opposing opinions, such as Zama Ndlovu’s Mail and Guardian column, It would seem the basis for the negativity is overshadowed by the cause itself.

South Africa Credibility!

Slutwalk enjoys attention from a vast range of sources with varying credibility. In South Africa the dominant credibility score was in the range of 3 – 6. This incorporates journalists, credible news websites and opinion leaders on Twitter. Mentions generated by slutwalk Facebook and Twitter accounts have been given a credibility of 9, as they are the authority on the subject. This indicates that, locally, the message is being received by many different people with varied levels of “authority”.

South Africa Media origin!

The conversation is consumer driven. Consumers do not need official Slutwalk accounts to generate the conversation for them. The conversation is largely organic in that consumers generate content themselves. South African’s online seem to focus on the Slutwalks in South Africa. Much of the international conversation highlighted success and challenges faced by other campaigners in other cities or countries. News reports have been focused on the increases of rape in South Africa and the implied relevance of the Slutwalk. Also, initial news reports that the Slutwalk would be taking place in South Africa also received large volumes of attention.

Share of Voice Key Influencers!

The majority of the conversations and organization took place on social media. The top 6 key influencers are all from Twitter, which generated the most conversation. Actress and designer Sandi Schultz is the main organizer of the event.

Online conversation !

Online conversation!

http://n24.cm/qCxdv9 http://bit.ly/qmHFb5


http://bit.ly/oZon41 http://bit.ly/pIWshj


http://bit.ly/nY313g


This particular article was picked up and published to huffingtonpost.com, forbes.com, msnbc.com, theglobeandmail.com, thegaurdian.co.uk, cbsnews.com, washingtonexaminer.com, Iol.co.za and 11 other online news agencies.

http://huff.to/oYMEIZ

Popular Slutwalk Slogans!“Whatever we wear, wherever we go. Yes means yes

and No means NO!”!”Rapists rape people, not outfits”.!

“By definition rape is not asked for.”!“I love consensual sex!”

“My clothes are not my consent”!“Shame and blame belong to rapists only!”!

“My fight began the day I was born.”!“I was wearing pants and a sweatshirt – was I asking for

it?”!!!

Images from Slutwalks!

Learnings!

•  South Africa has positioned itself “front and center” online when it comes to the global conversation around the Slutwalks. • A follow up report must be compiled to track the progress and most importantly the reaction to Johannesburg’s Slutwalk on 24th September 2011. • South Africans have made it clear that despite the fact that some do not agree with the name “Slutwalk” the cause is one that needs to be supported. This is the likely reason for the minimal, explicitly negative sentiment online.

• Slutwalk is a very clear and unambiguous campaign. The protests are clearly branded. The fact the name itself a talking point in South Africa supports this. • The organization online is focused and clear. The call to action is consistent across all platforms and is driven on social media platforms - Facebook and Twitter in particular.

• The majority of the mentions are positive and the overall message is clear: The emphasis is that rape is never excusable.

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