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The Sloane Foundation…

We live in a world where we are all connected so closely, under a microscope with access to one another twenty-four-seven, thanks to technology, but in some ways we live very disconnected lives as a result. While sharing, liking and commenting might seem like an active step towards participation to drive change, it is critical to remember that those engagements do not save lives. We are encouraging people to show their support, help to drive awareness and also, most importantly, to help us generate the funds necessary to save this precious, little baby boy.


“Sloane Anthony Lindique-Brown was born on the 5th March 2014, brining joy not only to Chantelle and Andrew but to every person he has met. He is a lively, mischievous little fella, who was born with a natural ability to charm everyone.”

How can you help?
There are some fundraiser events being planned that you might like to attend:
Poker Challenge
High Tea
94.7 Cycle Challenge

Anyone who would like to participate in any of the fund raisers, please contact Charmaine on 082 572 2201 or thesloanefoundation@gmail.com or Nicolette Essey on 082 868 7987 or nicolette@absolutesafety.co.za

Alternatively if you would like to help this little guy by way of donation, please use the following account for your donations. Account name: The Sloane Support Fund
First National Bank Fund
Account No: 62 515 787 929
Branch: Clearwater, 250 655
SWIFT Code: FIRNZAJJ (for international transfers)
Please use your email address as reference, as the family would like to send you a personal thank you.


Let’s help Sloane’s smile change the world and let this little boy be an inspiration to all of us.

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The Women’s Day targeting is a load of Bic

So, this happened and we thought that we would share some information on this whole “bic” debacle. Apparently, Bic have apologised and from what we can see people have mixed feelings about this. Some people have found First For Women adverts more offensive to men and some people believe that there are more important things to worry about. These issues do not have to be rhetorical or ignored; you are welcome to comment and share your thoughts with us.

Just to give you some background on the data you will see below:
1. We are only looking at activity specific to South Africa (even though we know it went global and is on Mashable)
2. We are only looking at data for the past 2 days – 11th August to 12th August
3. As conversations are still streaming in activity is still increasing and it is still very much an active topic online…

active word cloud

Between Twitter and Facebook (there have been news and blog posts related to this as well), people are sharing their opinions about the advert. As activity is being updated every 3 minutes (YIKES – talk about real-time) there are more conversations happening as I type this. The best way to get a grip on all the data streaming in is to take a look at conversation drivers. While the words/phrases “offensive” and “day fail bic” appear in the conversation drivers I think the outcome about what people actually think might be surprising.

word cloudMedia tend to do this thing where they see a few negative comments and people who feel insulted and decide this could be GREAT to share and see the reaction. Obviously, you cannot start a fire without some fuel. Having the ability to delve into online conversations across multiple platforms really gives us the edge and means of understanding why people have decided to feel the way they do. So we popped over to the most engaged post related to this topic, which was posted by 702 talk radio:

best performing post

Someone made a comment about market researchers researching the wrong content in terms of helping to determine how they can craft their messaging. Overall, the working women don’t seem to find this very offensive. There were some trolls who wanted to stir things up a bit more and some people who were hugely dissatisfied with the advert, but to my surprise, people were not as upset as the media made them out to be. There were some people who were hugely offended by the advert, don’t get me wrong.

conversation analytics

Judging by the sentiment people were not too happy – that is specifically related to the post by 702 talk radio. Women definitely dominated in the 702 talk radio post and the conversation has started to dwindle on that post as well. Cape Town and Jozi were the main locations where people were commenting from.

network split gender

Maybe people are easily offended? Maybe people are entitled to feel offended? Maybe brands should be doing some social listening in order to source content that is applicable and non-offensive? The only answer we have is that people are still talking about it; we would love to know from “Bic” if this has any impact on their sales and bottom line and brands should know by now that in the digital age, when you post certain things people will infer what they want from it. If we are not part of your brain storming sessions how are we expected to know the thought process behind what you’re sharing with us?!?!?!

With a total of 420 engagements on Facebook and 251 on Twitter it might not seem like a lot of people have engaged, but then again we can see that over 98 586 people have viewed the post on the 702 talk radio Facebook page… Now that’s something in two days!


That’s just some information on our side!

Chat soon…
Digital Republic

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Search Online Consulting donates laptops to students

11745795_10152908569731367_4033324611270838363_n(if you would like to help out/ participate/ remain anonymous, but hand over some goodies and donate towards this cause please contact us hello@digitalrepublic.co.za)

July 18th 2015, Nelson Mandela Day, a day that is fresh in the minds of many South Africans who find themselves remembering their contribution towards Mandela Day. Many got involved and donated their time, money and efforts towards this good cause. There’s one particular Mandela Day story which we’d like to shed some light on. The guys at Search Online Consulting (SOC) rolled up their hypothetical sleeves and decided to get involved, in one of the coolest ways possible. Search Online Consulting is a company who’s passion lies in the digital realm, I mean why wouldn’t it, considering the fact that the mere term “online” presents itself boldly in their name. Why, one could even say that ‘online’ is their middle name. Punny jokes aside, this group of ladies and gentlemen decided to give back to the community this Mandela Day.

Knowing how powerful digital can be, SOC decided to impart this knowledge and passion on to 6 lucky students at the Abraham Kriel Childcare facility. SOC donated old laptops, tablets and MP3 players to 6 ‘bright sparks’ who received the digital devices. So who is Abraham Kriel Childcare? Well according to Abraham Kriel’s website: “Abraham Kriel Childcare (AKC) is a registered NPO providing childcare in the greater Johannesburg and East Rand in Gauteng. Our passion is to ensure the optimal development of traumatised children in need of care. AKC provides both residential care and community services and focuses on providing shelter, care and rehabilitation for children between the ages of birth and 18 years old, who have been subjected to trauma, abuse, molestation, poverty and neglect. Currently AKC operates 21 (incl. baby unit) houses for children and carries out 6 community care programmes that provide food, shelter, pastoral care, remedial care, social services, skills development services and early childhood development.” 11755215_10152908570166367_7601444909971258875_n

Ryan installing programs onto the laptop

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The big hearts at SOC have inspired us to also get involved with their cause. Bronwyn, Head of Digital at Digital Republic has donated her old laptop to be donated to Abraham Kriel. 🙂

photo 3

A beautiful example of kindness inspiring kindness.


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The CEO Sleep Out

hh5pdvan1a2wx2oaxi3tThe CEO Sleep Out Inaugural event is a global movement about looking beyond profits and looking toward purpose. It challenges South African business leaders to sleep under the stars for one night. The purpose of this challenge is to ‘bring hope and a home to South Africa’s most vulnerable children by raising money, with each business leader given a target of R100 000. There were over 200 CEOs who took part in this cause and have raised over R20 million rand! Yes, exclamation point.. This is a good thing!!!

On a chilly Thursday night on the 18th of June 2015, over 200 business leaders gathered outside Sun International, Gwen Lane, Sandton. The 18th of June was purposefully chosen as it was one of the longest coldest days of the year. Looking at a weather forecast on Time and Date  we can see that it was a chilly 8°C around 02:00AM. weather The cause had a strong message where they implored business leaders to sleep outside for one night so that millions won’t have to do it forever. According to EWN, ‘The 250 anticipated participants will each pay R100,000 towards the cause and will receive a sleeping bag and a cup of soup before spending the night of 18 June on Gwen Lane.’

We decided to track hashtags and keywords relating to The CEO Sleep Out to see what the social media universe had to say about this event. The keywords that were tracked: [#ceosleepoutza] OR [ceo sleepout] OR [theceosleepout] OR [the ceo sleepout] OR [ceo sleep out] OR [ceosleepout] OR [702 sun international sleepout] OR (([#ceosleepoutza] OR [ceo sleep out] OR [ceosleepout] OR [702 sun international sleepout]) AND ([charity] OR [raise])) We tracked the 17th – 19th of June 2015, as these dates pulled in the most activity. overview

  1. There has been a total of 586 posts relating to the sleep out with over 6 000 interactions
  2. 443 posts were interacted with, thus, generating conversations, creating an engagement rate of 76%
  3. The sleep out was mentioned a total of 684 times
  4. There were over 4 500 unique people reached with conversations having a density of 13.2 people per conversation

activity volume activity breakdown

In terms of activity, there was a total of 7 491 posts and interactions. Facebook dominated the activity holding 55.15% of posts and interactions, this was followed by Twitter with 42.1%, News Sites with 1.63% and Instagram with 0.75%. The most activity took place on the day of the sleep out with over 4 300 posts and interactions taking place on the 18th of June 2015. audience Females dominated online activity with the fairer sex making up 62.9% whilst males only made up 37.1% of activity. There were two dominant age groups who talked about the sleep out with 67% being between the ages of 35-44 and 33% being between the ages of 25-34. heatmapTracx’s  cool Geo-Heat map feature allows us to track where people were posting from (if they have their location settings switched on). 5 111 of posts and interactions were generated from Gauteng, followed by Cape Town with 355 posts and interactions and Durban with 151 posts and interactions. If we zoom down even further, we can view activity down to a street level. Can you guess where the most activity came from? heat map sandton

You guessed it, Sandton!

The Sleep out has inspired a teacher at Auckland Park Prep to conduct her own Sleep Out with the grade 5’s of the school. The sleep out will happen on the 19th of June 2015 but instead of donating R100 000, the grade 5 pupils were asked to donate a blanket in order to be a part of the sleep out.

 CaptureWe took all the conversation drivers and created a word cloud that aptly reflects this cause.

word cloud

It is amazing how much this event has inspired others around South Africa to also do their part. We’re very proud of the CEOs who participated, braved the cold and raised money for this cause, we salute you!


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Trevor Noah and The Sunday Times

On the 24th of May 2015, the Sunday Times published a story to their front page about an alleged tragedy that befell Trevor Noah’s family. The front page cover stated that Noah’s cousin had been brutally killed in KwaZulu Natal. The cover story went on to describe how the alleged murder took place which also included a statement from Noah’s grandmother saying that the family is “cursed.” Sunday Times had stated that due to the fact that Trevor Noah was travelling, he had not been informed about the brutal murder. The Sunday Times is one of South Africa’s biggest newspaper publications, publishing its first newspaper in 1906,  and until recently, was one of the country’s most reputable news sources. Trevor Noah rubbished claims of the family tragedy and tweeted the following post: “Thanks to some crafty journalism my family and I have spent the whole day trying to figure out if one of us died. #awkward”. sunday times front pagre We can see how traditional media easily translated into the online realm with many taking to Twitter to discuss the alleged tragedy. This topic has been trending on Twitter on Sunday and Monday (the 24th and 25th of May 2015). We decided to put the following keywords into Tracx to see what data the powerful social intelligence tool pulled in with the location set to South Africa ONLY. The keywords tracked were: [crafty journalism] OR (([trevor noah] OR [trevornoah]) AND ([Cebisile Khoza] OR [sundaytimes] OR [Sunday times ZA] OR [sundaytimesza])). The dates that were tracked were the 24th – 25th May 2015. overview

  • There have been a total of 74 posts with 880 interactions.
  • There were 45 conversations generated since the 24th of May 2015, resulting in an engagement rate of 61%.
  • The keywords related to Trevor Noah were mentioned a total of 64 times.
  • There were 828 unique people reached with the conversations having a density of 18.7 people per conversation.

activity Looking at the activity volume, we can see that majority of the posts and interactions occurred on Twitter, with the social media platform making up 99.06% of all activity. Facebook activity didn’t pull in as a result of the geo-location setting so we went with what we could put together in a short time 🙂 This was followed by News Sites and Blogs which made up the remaining 0.94%. breakdown audienceThere were slightly more males interacting than males, with males making up 57.4% and females making up 42.6% of the audience demographic. convo drivers The most popular words are determined by score, which is based on the frequency and uniqueness of the word being used: The top 3 most popular words/phrases used by the audience were:

  • ‘trevornoah’ with the top score of 10 (used 487 times)
  • ‘sundaytimesza’ with a score of 8  (used 57 times)
  • ‘charlizeafrica’ with a score of 7 (used 3 times)

most engaged It came as no surprise that the most engaged post was Trevor Noah’s tweet responding to the Sunday Time’s article. His post received 424 interactions, 1 favourite, 208 replies and 215 retweets by 397 people. The last interaction was on the 25th of May 2015 at 13:32. It is important to note that due to the fact that we are pulling in data from an active day (i.e. the 25th of May 2015), the data shown is likely to change as more people interact with it. (Please note that Facebook has been excluded from activity) There has been no retract or apology from The Sunday Times on their Twitter feed today. We wonder what this would do to the 109 year old publication’s reputability.


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Geolocation: What’s in it for consumers?

Reasons why you should enable geolocation

There have been many articles advocating the use of geolocation for brands, but what about from a customer stand-point? Why should I, as a customer make use of geolocation enabled Tweets or Facebook posts? What about privacy risks? What about safety risks?

Are we just lead by the semi automatic “don’t-allow-app-to-have-access-to-my-location” fear that someone, somewhere out there is tracking your every move? Truth be told, more often than not, you are being monitored. When you tweet something, that information goes out into the social ether and is there for anyone to see.

I had recently downloaded Uber and I was asked if I would let the application have access to my location. I had to consciously stop my opposable thumb from pressing “Don’t allow”, remembering that I needed Uber to know my location.  This made think: Why was my natural reaction just to block access to my location? Are we living in a world so scared of Big Brother that we deny access of applications to certain parts of our life that we in fact, by that very notion, are denying ourselves access to the sweet brand treats that use the power of SoLoMo (Social, Location and Mobile)?

As brands start using location based monitoring tools more and more, they are coming up with new and innovative ways to add value to the lives of their consumers. So why am I denying myself access to my favourite brands’ value-adds? I decided to take it upon myself to enable my location for my Twitter app.

Twitter: To Find things (AKA Search)

I enabled my location for Twitter, if you didn’t already know, you can search for tweets, hashtags and topics under the search bar and then further refine the search. This little feature is really handy, if for example, you’re looking for a service such as hairdresser or dentist.

So I searched for a dentist to see what the results were:

photo 1dentist

If you click on the two lines in the search bar you can refine your  search, press more and select the option “Near you”.

photo 3 photo 4

photo 5

And voila! All tweets within a 25km radius with the hashtag #dentist have been pulled in; people, news, photos, everything. Therefore anything information that I need is right at my fingertips.

There are literally thousands of articles online about the benefits of brands using location based monitoring tools to track a consumers social post and then use that information to send through promotions etc… For example, when Digital Republic  use the next generation social intelligence tool Tracx, to download heatmaps of posts and activity (of course Tracx will only be able to track the posts and interactions that came from people who allowed the location settings on their social media platforms to be switched on). This technology is so amazing that we can literally track posts and activity down to a street level.

south africa


Brands are becoming aware that more customer use  mobile phones to access information as well as to use various social media platforms. These brands are now using the power of SoLoMo to offer customers promotions and coupons solely based on the fact that the customer happens to be within close proximity of the store. Location searches are becoming more common than basic text searches as we are able to find the things that we are looking for much more easily and our results are becoming more accurate.

Still don’t think that switching on your location  settings on your apps will benefit you? Think again.


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Trevor Noah and The Daily Show – Case Study – The Importance of Cross Referencing


source: press.cc.com

During the month of March, we ran a campaign called #trackatrend. The aim of the campaign was to showcase the capabilities of Tracx using trends that were chosen by the online audience. These trends were topics of interest to the audience and covered trends like the Cricket World Cup, Lead SA Road Safety and Trevor Noah.

One of the trends tracked was the news that Trevor Noah taking over the Daily Show from Jon Stewart. This was very big news for our country as one of our own is set to grace the stage of one of the world’s most popular TV shows. Thousands of South Africans took to social media to show support and celebrate the comedians new appointment.

“For the next host of ‘The Daily Show,’ we set out to find a fresh voice who can speak to our audience with a keen take on the events of the day, and we found that in Trevor” – said Michelle Ganeless, president of Comedy Central.

The comedian did receive some backlash from audience members who were concerned about some of his old tweets, which were viewed in a negative light.

We were asked by Genex Holdings to track the activity that surrounded the comedian and his new appointment and we used the keywords: [#trevornoah] OR [#dailyshow] and only tracked the 30th and 31st of March. We set the data to pull in on a global scale. The data that Tracx pulled in seemed to not be reflecting high numbers as we had predicted. We were sure there must have been more activity related to Trevor Noah, there just had to be!

It was suggested to me that I cross referenced Trevor Noah with the Daily Show and not just track the hashtags. So the keyword queries changed to : [#trevornoah] OR [#thedailyshow] OR [JonStewart] OR (([trevor noah]) AND ([jon Stewart] OR [Daily show])) and due to the magical powers of cross referencing, the data showed a better depiction of what was happening in the social universe. We will show the difference between tracking just a hashtag and tracking via cross referencing keywords.

Slide1The dates stayed the same but we can see some vast differences in the key metrics that were pulled in.
There were 20 000 more posts pulled in with conversations jumping from 419 to 4 847.
Interactions went from just over 4 500, to almost reaching 220 000.
Trevor, The Daily Show and Jon Stewart were mentioned over 23 000 times with a reach of 190 000+ unique people (people who actually interacted with content and not the potential reach of posts).


The audience demographic percentages changed, the age groups were further spread out with the age groups 0-17, 18-24, 55-64 and above 65 also engaging in content. This shows that the news was not only a global topic of interest but it also was discussed by all the active age groups on social media.


In terms of share of the voice, Twitter remained the most dominant platform in terms of posts and conversations with thousands taking to the social network to get up to the minute news about Trevor and The Daily Show. Whilst Twitter still dominated share of the voice in both comparisons, we can see a much greater share of the voice from Facebook pages and Blogs when using the cross referenced key words.


Facebook actually had the largest share of the voice in terms of interactions which is a stark contrast to the first data set (hashtags only).


There was much more activity tracked on a global scale as seen in the heat maps.

Slide7and a lot more activity came out of Trevor’s home country.

This case study shows just how easy it is to pull in data that does not truly depict the social activity relating to a trend or campaign. The lack of cross referencing on my part completely skewed the data for the trend and whilst more stringent protocols and sanity checks are in place when dealing with our client’s queries, I have learnt that tracking particular trends and topics of interest, although shown as a singular hashtag, must be cross referenced with related topics and phrases in order to give an accurate representation of online activity.

I pledge allegiance to the cross-reference and all the beautiful data that lies just beyond that singular hashtag.


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