#GivingTuesday is a global day of giving, following on from Black Friday and Cyber Monday. Initially started in 2012 in the US the initiative is now global. In its first year in the UK it has already signed up over 600 partners, a combination of corporations like the Royal Bank of Scotland, Facebook, British Telecom and charities such as the RSPCA, Alzheimer’s Society and many others. These organisations will be donating their time, money or both on December 2nd through diverse and creative campaigns.
Crimson Hexagon will be giving the time of its EMEA team in London, to provide the UK #GivingTuesday organisers and partners with insights from social media data. Participants will learn about the impact of their campaigns in social media and how these campaigns influence opinion about their brands.
On December 2nd, Crimson Hexagon experts will be at the Charities Aid Foundation London headquarters to monitor social media conversations in real time to provide regular updates on volume of posts, sentiment analysis, key influencers and demographics.
Before this year’s event has even truly begun, we took a look at last year, and how Giving Tuesday impacted social media last December.
Over 800,000 tweets were sent regarding Giving Tuesday across a two-week period around the event last year. Many high-profile charities, businesses, and even celebrities were talking about the event, as seen in the lists of top Retweets (featuring Demi Lovato, Selena Gomez, and Eminem!) and @handle mentions below.
The event was being discussed globally, as the map below shows, but this year it remains to be seen what an impact the first year in the UK will have!
Of course, Crimson Hexagon will be using a broad range of analysis to look at the event, from the language being used, as exemplified by the Topic Wheel below, through live-streaming of posts as they happen to the participants in the event HQ, through to deeper conversation analysis.
In this last area, the example below really sums up what Giving Tuesday is all about. We see the peak of charitable activity and Giving on the day itself, with conversations around specific events and activities dominating at the time, but importantly generating a great deal of chatter about donating, volunteering, and fundraising, and a subsequent ‘tail’ of online conversations about the good causes and charities benefitting from the day.
We at Crimson Hexagon hope that our own small contribution will help such a great event and its good causes, and hope that others reading this can get involved, too.
What you can do:
You can still sign up to become a #GivingTuesday partner. You can donate time, money or both – just make sure you join the conversation on social media using the #GivingTuesday hashtag.
And, of course, you can also follow Crimson’s blog for in-depth social analyses and our social media for live updates on the conversation.