Download - Decoding Movember
Decoding Movember
A Social Media Phenomenon
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SOCIAL MEDIA & HEALTH : FROM EMOTION TO ACTION… FOR MEN.
In the words of Movember,
“The Movember Foundation is a global charity committed to men living happier, healthier, longer lives. Since 2003, millions have joined the men’s health movement, raising £402 million and funding over 1,000 projects focusing on prostate cancer, testicular cancer, poor mental health and physical inactivity.”
Linkfluence use social media data to provide an overview of some key campaign elements and learnings.
For the 2015 campaign, 360,000 online conversations took place and 384 million people were reached... The 12th annual Movember demonstrates a growth of awareness and improved fundraising for men's health issues.
The more information that is conveyed, the more awareness is raised. This year the health community was one of the most mobilized communities online, generating more than 18% of the conversation discussing this topic. 19% of content reviewed contained a call for action.
Social and digital are an ideal forum for health related campaigns as evidenced in 2014 by the #IceBucketChallenge. The ongoing success of Movember continues this trend.
Health is one of the great everyday concerns of our lives, in real life and on the social web. It generates more than 20% of searches on Google, 7.5% of the conversations on Facebook, and a growing number of conversations throughout the blogosphere and on Twitter.
This topic is an occasion to remind ourselves that social media conversations are the product of real people, real concerns, real lives.
Listening to these concerns is crucial to understand the world around us.
Lionel REICHARDT
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SOMMAIRE
#Movember : when healthcare turns hipster 4
Engagement with Movember 9
Changing the face of men’s health 14
Movember in France 20
Movember in China 24
Movember in Germany 29
Movember in the United Kingdom 33
Methodology 37
Contact us 39
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01#MOVEMBER: WHEN HEALTHCARE TURNS HIPSTER
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MOVEMBER: MORE CONVERSATIONS THAN THE RUGBY WORLD CUP FINAL
704,000 POSTS
360,000POSTS
64,000 POSTS
COP21Movember RugbyWorldCupFinal
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A HIGH LEVEL OF EXPOSURE
Impressions: 4.36 Billion
Estimated reach: 384 Million
Volume of Posts: 360 Thousand
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MOVEMBER : A CROSS CHANNEL CONVERSATION
TWITTER65%INSTAGRAM
23%
FACEBOOK 5%
BLOGS & WEBSITES 5%
MEDIA1%
Share of voice of the Movember conversation
GOOGLE+ 1%
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MAP OF A GLOBAL ISSUE
2. United Kingdom 4.
France10.
Germany
5. Spain
9. Mexico
1. United States
8. South Africa
6. Australia
7. India
3. Canada
Ranking of top 10 markets
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02ENGAGEMENT WITH MOVEMBER
WHEN THE HEALTH COMMUNITY MEETS LEISURE COMMUNITIES
Health
Marketi
ng & Com
munica
tion
Rugby
Videog
ames
Beauty
02468
101214161820
% of conversation
The top five most engaged communities
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KEY OPINION LEADERS ENGAGING WITH MOVEMBER
1. @SportsCenter (Media)1 tweet - 2,7K RT – 4,7K likes21,7M followers
2. @Time (Media)1 tweet - 42 RT – 44 likes8,6M followers
3. @CodySimpson (Australian singer)1 tweet - 482 RT – 964 likes7,5M followers
4. @people (Media)1 tweet - 34 RT – 39 likes6.8M followers
5. @DaniAlvesD2 (Football player)2 tweets - 112 RT – 347 likes6.7M followers
6. @PerezHilton (American blogger)1 tweet - 14 RT – 33 likes6.2M followers
7. @Mashable (Media)7 tweets – 315 RT – 427 likes6.1M followers
8. @GooglePlay (Brand)1 tweet - 2 RT – 2 likes5,7M followers
9. @Skype (Brand)5 tweets - 84 RT – 242 likes5M followers
10. @el_pais (Media)2 tweets - 137 RT – 94 likes4,9M followers
Top profiles on Twitter by follower count
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MOVEMBER’S MOST VIRAL POSTS ARE MOSTLY NOT HEALTH RELATED
Top 10 most followed brands on Facebook engaging with Movember
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FOOD & TECH BRANDS ARE LEADING THE WAY
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1. Coca-Cola 91,2M fans
2. Youtube81,3M fans
3. McDonalds59,7M fans
4. Disney50,6M fans
5. Pepsi33,9M
6. Amazon26,2M fans
7. Angry Birds25,9M fans
8. Nickelodeon25,8M fans
9. KitKat24,5M fans
10. Target22,8M fans
Top 10 most followed brands on Facebook engaging with Movember
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CHANGING THE FACE OF MEN’S HEALTH
03
15
PROSTATE CANCER LEADS SPECIFIC HEALTH ISSUE RELATED DISCUSSION
Prostate Cancer
Testicular Cancer
Mental Health
5,9K
15,6K
6,4K
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18.5% OF CONTENT DROVE A CALL-TO-ACTION: WEB USERS WANT TO CHANGE THE FACE OF MEN’S HEALTH
Call to Action: 18.5%(Reach: 68 Million)
Other: 81.5%(Reach 316 Million)
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EMPLOYEES AT PHARMA BUSINESSES SUPPORTED THE CAMPAIGN
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36 Network members
194 Network members
102 Network members
Networks participating in ‘Movember in the workplace’ via Movember.com
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… WHILE ONLY A FEW PHARMA BRANDS SEIZED THE OPPORTUNITY
@IpsenGroupFR4 tweets 354 followers
Bayer Facebook: 7 posts 1.28 M fansTwitter: 27 tweets, 109K followers
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31%
69%
MOVEMBER BOOSTED DISCUSSION OF HEALTH ISSUES AMONG MEN
19%
81%
femalemale
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04MOVEMBER IN FRANCE
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FRENCH PEOPLE CHOOSE « MOUSTACHE » OVER « PROSTATE »
Most prolific phrases mentioned within Movember content
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TOP SOCIAL MEDIA INFLUENCERS ARE… MEDIA
1. @lemondefr (Media)1 tweet - 75 RT – 73 likes4.5M followers
2. @TwitterFrance (Brand)1 tweet - 22 RT – 17 likes2.9M followers
3. @20minutes (Media)1 tweet - 15 RT – 15 likes1.7M followers
4. @BFMTV (Media)1 tweet - 31 RT – 25 likes1.4M followers
5. @AirFranceFr (Brand)2 tweets - 67 RT – 96 likes538K followers
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MOVEMBER ENTHUSIASM IN FRENCH RUGBY CAPITAL TOULOUSE. GO STADE TOULOUSAIN!
3. NANTES (3%)
1. PARIS (20%)
4. LYON (3%)
5. BORDEAUX (2%)
2. TOULOUSE (5%)
Volume of conversation (%)
The rugby team of Toulouse helped its city reach the second rank in volume of conversations
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05MOVEMBER IN CHINA
MORE THAN 2.5 MILLION PEOPLE REACHED ON SINA WEIBO
MOVEMBER IS TRENDING EVEN IN CENTRAL CHINA
1. BEIJING
2. SHANGHAI
3. HONG KONG
4. CHENGDU
7. QINGDAO
6. GUANGZHOU
8. HANGZHOU
9. CHANGSHA
5. WUHAN
10. CHONGQING
Ranking by number of posts
CHINESE PEOPLE IN THE UK ARE BECOMING BIG FANS OF MOVEMBER
1. United Kingdom
2. United States
5. Canada
3. Australia
4. France
Top 5 prolific markets for Chinese language posts outside China
JUSTIN BIEBER IS A MOVEMBER AMBASSADOR ON… SINA WEIBO
1. 中国日报网英语点津官方微博 @ 中国日报 - 英语点津 (152 776 followers) The official account of an English learning platform run by China Daily, an influential English-language media outlet in China.
2. 兵人在线 bbs.bbicn.com 官方微博 @ 兵人在线官方微博 (43 174 followers) The official public account of Bingrenzaixian Forum, talking about the culture of war toys.
3. TED 大会官方微博 @TEDNews (431 724 followers) The public account of TED, spreading news from TED.
4. justinbieber 资讯吧 @JustinBieber 资讯吧 (46 059 followers) A public account of Justin Bieber News, posting exclusive news about Justin Bieber, a Canadian singer and songwriter.
5. 谷歌信息技术（中国）有限公司 @Google 黑板报 (198 252 followers) The official public account of Google China, communicating the products, tech and culture of Google, sharing Google’s internet marketing values and experiences.
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06MOVEMBER IN GERMANY
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IN GERMANY MOVEMBER IS ALSO ABOUT… COFFEE
Most prolific phrases mentioned within Movember content
31
TECH BRANDS ARE LEADING THE WAY
1. @Flickr (Brand)1 tweet - 1 RT – 2 likes904K followers
2. @DasErste (Media)1 tweet – 9 RT – 7 likes228K followers
3. @blickamabend (Media)2 tweets - 1 RT – 3 likes115K followers
4. @Mazingu_Dinzey (Michèl Dinzey)1 tweet – 2 likes83,4K followers
5. @DRadioWissen (Media)2 tweets – 4 RT - 4 likes33,3K followers
1. Spotify DE (Brand)1 mention - 80 likes 8M fans
2. SanDisk (Brand)1 mention – 4 likes2,4M fans
3. River Island (Brand)1 mention – 1 like 2M fans
4. Sennheiser (Brand)1 mention – 19 likes1,4M fans
5. Bayer (Brand)2 mentions – 48 likes1,2M fans
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MOVEMBER IS FOR BERLINERS
(2%)5. DÜSSELDORF4. COLOGNE
(2%) 1. BERLIN
(13%)
2. MUNICH (6%)
3. HAMBURG
(4%)Volume of conversation (%)
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07MOVEMBER IN THE UNITED KINGDOM
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TOP UK INFLUENCERS ARE JOURNALISTS AND ARTISTS
1. @iMinstrel : Mr Smith329K followers
2. @Mr_Mike_Clarke : Michael Clarke 194K followersJournalist & film critic
3. @haydnblower : Hayden Blower 153K followers Singer, dancer & model
4. @Jamesallenonf1 : James Allen 135K followersF1 journalist
5. @Tomivide : Tom Kavanagh120K followersSinger from band idivide
Most followed men tweeting about Movember
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LONDONERS LOVE MOVEMBER
4. NEWCASTLE-UPON-TYNE (1,3%)2. MANCHESTER (3%)5. BIRMINGHAM (1,3%)
3. CARDIFF (1,7%)
1. LONDON15%
Volume of conversation (%)
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A VISUAL CAMPAIGN IS A VIRAL CAMPAIGN
TOP 10 Nine out of the top ten most viral
posts were images.
TOP 10 Eight out of the top ten most engaged posts were images, the most engaged
post was a video.
METHODOLOGY
Linkfluence analysed all the conversations surrounding Movember and No Shave November on the web (forums, blogs, website) and social media platforms (Twitter, Instagram, Facebook, Weibo…), from the 1st to the 22nd of November.
Radarly, our social media intelligence solution harvested more than 110 million pieces of content from over 300 million sources every day.
CONTACT
@linkfluence
@linkfluence
FranceUnited-KingdomGermanySingaporeChina
