Measuring the Impact of A Wish: Miles Becoming BatKid

Miles, a five year old kid expressed a wish: “I wish to be Batkid”.

Miles suffers and fights leukemia since he was one year old.

His wish was received by the NGO Make-A-Wish.

As they explain in their Twitter bio, “Fulfilling wishes for Bay Area + No. California children with life-threatening medical conditions”.

impact analysis of miles wishing to become batkid thanks to makeawish

Make-A-Wish decided to become real this wish bu March 2013.

The D-Day for the new Batkid was November 15, 2013.

The missions and challenges that Miles-Batkid had to address to save Gotham-san Francisco was a just for superhero task.

The call for action launched by Make-A-Wish to transform San Francisco into Gotham received an overwhelming private and public support.

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Batkid Day

We show a selection of tweets by @SFWish and some other Twitter users to reflect how the inspirational collective gift was experienced.

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Really, Miles-Batkid is now a hero

batkid

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Measuring the impact of the story.

As we focus in this blog in metrics and measuring intangibles, our aim is to provide some figures concerning the impact of this story in the social media, more specifically in Twitter.

Make-a-Wish developped very consciously all ingredients to ensure virality. They asked all participants to share the story using the hashtag #SFBatKid

creating involvement in twitter promoting a hashtag #sfbatkid make-a-wish

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Topsy, a Twitter metrics provider showed some figures concerning the massive social media impact of the story

According to our data, #SFBatKid got the following number of mentions:

124,000, by 12h30 pm local time (when BatKid begins saving Gotham)

163,00, by 1h30pm

280,000 by 6pm

310,000, 16 november, the day after.

If we include all basic combinations (#SFBatKid, BatKid, #BatKid), total amount of tweets by November 16 reaches the 527,000 tweets mark.

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Impact for NGO Make-A-Whish Bay Area

The main character of the story was superhero Miles. No one was willing to steel nothing to his moment of glory and happiness. But the power of the exceptional story benefited many other people and institutions. Many will agree that, like in other similar cases, those who benefit the more are volonteers taking part in free solidary events. Proud San Francisco citizens and one-day actors will remember for a while this unique moment of collective benevolvence.

Many show also gratitude and recognition to the NGO that made possible the story to happen: Make-A-Wish. For many, this was in fact also a discovery, as it was not as popular as it is one day after Gotham was saved by Batkid. We have sme data that show the massive impact received by the institution organizing so brilliantly the event.

One first hint of the impact of the event is that the official web site shut down due to sudden increase of traffic.

They were smart enough to design a message that allowed frustrated visitors to come back later and even to donate directly.

make a wish down for traffic due to miles batkid action

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But, as we have pointed out, 15 November 2013 was also a turning point in Make-A-Wish history.

Of course, we do not have direct access to the number of visits received in their web site, and we do not have information about donations or people asking for volonteering. But we have a number of elements concerning the impact of the event in the social media.

His size as brand in the social media has been dramatically affected.

First, number of mentions in Twitter to the official account, @SFWish

The number of daily mentions goes as follow

15 October 2013 to 10 November: 37 per day

11 November: 132

12 November: 153

13 November: 194

14 November: 1,405

15 November: 74,821

@SFWish simply multiplied its mentions per day by almost 2,000 times this 15 November 2013! Or, in other words, it got 96.4% of all montly mentions during this day.

There were also some 4,500 tweets which included a link to the website: Wish.org. This is 51 % of all links received during the last 30 days in Twitter.

Traffic (mentions) is a measure of quality of conversation and interest that a brand creates in the social media. This translates into icrease of engagement and brand power in the social media.

Let’s show how viral buzz has already been transformed into increase of brand power. Of course, this movement will continue in the incoming days.

Number of followers in Twitter.

By 16 November 2013, the day after, @SFWish counts with 26,200 followers.

They had 4,770 followers by November 14. This means that #SFBatKid story brought some 21,400 followers. This is a one day 450% increase.

One week before BatKid event, @SFWish had 3,450 followers.

As we have seen, the strategy chosen by Wish.org was to channel all efforts through Twitter as they proposed to share the storty using the hashtag #SFBatKid. We all know that Twitter is the perfect platform for connecting people to live events, more than other more popular social media platforms.

Facebook cannot play this role to co-create a common social story, as Twitter does. But it it still a valuable channel for allowing brands to connect with customers and fans in a regular basis. Let’s look at the Facebook figures of this story.

Number of followers in Facebook

One week before the event, theFacebook site (Make-A-Wish Greater Bay Area Facebook) had some 4,100 likes. The day before the event, it had 4,800 likes. One day after BatKid prowess, Make-A-Wish counts with 9,650 likes in Facebook. This is more than doubling the number of fans.

Impact for parent organization @MakeAWish

Make-A-Wish Bay Area is a section of NGO Make-A-Wish America.

Almost all visibility as capitalized by @SFWish. Nevertheless, the event had a positive and noticeable impact for the overall organization.

@MakeAWish got 18,500 mentions by 15 November. This is 61% of all mentions received during the last 30 days.

They won almost 4,000 new followers in Twitter, but this is just a 3% daily increase, as they had 135,000 followers before San Francisco event.

So, we can ascertain that the event has had a massive positive impact on Make-A-Wish dimension as brand in the social media. They are also winners, and they deserve it, as they are also superheros.

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News report of #SFBatKid story

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Batkid’s Make-a-Wish Transforms San Francisco Into Gotham, ABC News, 15 November 2013

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Impact for San Francisco city branding

San Francisco became Gotham for a day. People gatheded in the street to show support and admitation to little hero Miles.

We pointed out that people willing to participate and show support are among direct winners of the story, personally. But the city, collectivelly, emerges also as a winner. Media impact was massive, especialy inside the US. Images showed crowds of local citizens spending their time for a good cause. This tells a lot of good things about local people, and the city as a brand benefit from this so unusual and positive exposure.

We show a small selection of pics shared in Twitter about their personal envolvement, and how this created movements of empathy elsewhere.

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This is a lot of capital of sympathy towards San Francisco and its people.

Let’s now quantify the buzz around San Francisco in the social media during batKid day, and how relevant the number of mentions are compared to a normal business day.

Our meaures this time are underestimations, as many share about BatKid story being completely conscious that the story is happening in Gotham-San Francisco, but they don’t mention it in the text.

Before presenting BatKid day figures, we provide data about a regular day for San Francisco in Twitter. According to our estimations, “San Francisco” receives an average of 19,400 mentions per day. This not include mentions to SF (some 23,000 per day). We don’t know how many mentions to SF refer to San Francisco. In the other sense, some of the mentions to “San Francisco” refer to other cities in Latin America.

We provide in the following figure the mentions to San Francisco compared to other top US cities by population. We can observe that the most popular city (by Twitter mentions) is New York, with 104,000 mentions per day. This is five times more mentions than San Francisco.

the impact of top us cities by population on social media twitter mentions reputation metrics navarra

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Now we show the mentions in Twitter by 15 November 2013.

So, we have that San Francisco was undoubtely the city star of the day. San Francisco was mentionned in more than 117,000 tweets. This is some six times the average flow of mentions.

This was a great day for San Francisco, and for San Francisco city brand.

impact of batkid make a wish event on san francisco brand

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Annex

There is a very interstiting post at Sysomos Blog about #SFBatKid impact metrics.

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