Mandela Day infographic

I love a good infographic!

The fine folks at BrandsEye track, monitor and assign Rand and OTS values to online mentions for brands. They allow us to illustrate to our clients how successful or not a campaign has been. No, they have not paid me to talk about them, but they provide an invaluable service for us and our clients to report into their managers and the traditional big cheeses who don’t get digital.

BrandsEye has turned yesterday’s Mandela Day mentions into a visual representation of how much mad love the living legend received on the interwebz for his big day.

He’s gotta be the most loved man on the planet. Surely?

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  • Berti on Jul 19th 2012 at 09:04


    Very interesting infographic, and to start off i must say i am totally clueless when it comes to digital and tech savvy things, so this is more of a question or questions as opposed to a comment.
    1. How is the total cost worked out? i mean that works out at about R438 rand per conversation and R506 rand per per person who participated and about R0.22 per OTS. So does that mean if a celeb has 100,000 followers and he posts a tweet about a product that the value of that tweet is R22,000!?
    2. The infographic then says if the people were paid to tweet about it would cost R83M, but what did those OTS actually produce, i mean for something to have a cost it should also have a benefit, but how many of those OTS’s actually produced a benefit? and that is what i don’t understand, as unless the output of the OTS can be seen how can a cost be worked out for an OTS?

    Anyways, like i said i am very ignorant when it comes to this type of thing and i am just asking how it gets worked out. Maybe the answer is not a simple one.

    But i do agree that Madiba is a very inspiring human being which we all should learn from.

    Thanks for the interesting post.


    • BrandsEye on Jul 19th 2012 at 11:15

      Hi Berti,

      Great question 🙂
      Opportunities-to-See (OTS) and Advert Value Equivalent (AVE) are two values that refer to how many people may have been exposed to a particular conversation (OTS) and how much it would have cost to advertise to those same individuals in the online space (AVE).

      Based on a 1-10 scale of influence, the more influential (higher following) an individual is mentioning a topic, the more reach he’ll have (OTS). Having a higher reach makes the value of his mention greater. By looking at how much it would have cost to advertise to the same number of individuals, we can derive a Rand value. We do this for every level of influence.

      Hope this answers your question!

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