Programs / Benchmarking The Buzz on Brand South Africa
With billions invested in this year’s Africa sports spectacular, inquiring minds will be looking at the host country’s effectiveness in shaping GeoBrand perceptions and using the global football extravaganza to optimize its image and appeal worldwide. An initial nation brand benchmark assessment of Brand South Africa will be undertaken by the CMO Council using PR Newswire’s eWatch and Social Media Metrics services followed by monthly tracking of media coverage and online conversations. This analytics and marketing performance measurement program will track the impact of South Africa’s 2010 FIFA World Cup hosting on GeoBrand perceptions as well as its influence on the tonality and sentiment of global media coverage (30,000 online news sources across 12 languages). It will also intelligently agent and analyze five million forum posts a day, as well as conversations and commentaries in 20 million blogs social media networks, news groups, bulletin boards, etc.
Social media monitoring and filtering will enable:
- Customized searches to track keywords relating to South Africa’s policies, destinations, people, leadership, culture, breaking news, trade and investment opportunities, socio-economic issues, science innovations, World Cup hospitality and travel experiences, etc.
- It will discover how South Africa’s social media buzz stacks up and isolate geographic, demographic, expatriate and language parameters to zero in on specific target audiences.
- It will also identify the most frequently discussed topics around Brand South – and other nation brands – to get a feel for what is most relevant and top-of-mind with global audiences.
