Eugene Halwenge

Data Driven Influencer Marketing Platform- www.ai-fluence.com PEACEFUL ELECTIONS AWARENESS CAMPAIGN Nairobi, Uasin Gishu & Kisumu Counties Phase 3 Week 3 Report: 8-14 August, 2022 18/8/2022 www.ai-fluence.com PEACEFUL ELECTIONS RAISING AWARENESS, FIGHTING AGAINST MISINFORMATION/DISINFORMATION AND EDUCATING PEOPLE TO BUILD PEACE before, during, and after the 2022 elections in Kenya AIfluence targets opinion leaders from Nairobi, Nakuru and Uasin Gishu with unprecedented accuracy utilizing their trust networks to promote peaceful dispute mechanisms and counteract mis/disinformation by helping the audience on the importance of distinguishing between real & fake news and explaining the repercussions of misinformation AIfluence www.ai-fluence.com Content Dissemination Strategy Week 3 Awareness During week 3, the objective was to promote anti-hate speech and encourage the peace champions’ audience to avoid using and spreading foul terms. Support AIfluence Vehicle The peace champions illustrated the results transmission and guided their audience on where to get the results through trusted websites Action The peace champions shared The peace champions shared their voting experience and in information with their audience turn asked their audience to about the UWIANO hotline: In share their voting experience case they see any cases of seeing as election day was on violence, crime or unrest, they Tuesday of week 3; on 9th can report these through the August. hotline. Performance Analysis Reach and Engagement 1,254,26 4 Reach ● Reach is defined as the number of social media users who have seen the post. Engagement 50,006 1,254,26 4% 4 AIfluence ● The number of interactions that people had with the posts. The following interactions are considered as engagement: likes,comments. saves,shares, retweets. Engagement Rate by Reach ● This measures the percentage of the audience who chose to engage with the content after seeing it. ERR=Total Engagement/Reach*100 The ERR benchmark for Nano influencers is 4% www.ai-fluence.com Reach Analysis by social media platforms Below are the insights on the activity of the Target Audience across various social media platforms. During Week Three, there were 204 posts published by the Peace Champions. 86 on Instagram, 56 on Twitter, 56 on Facebook then 6 on TikTok. 42.1% Instagram 27.5% Facebook 27.5% Twitter 2.9% TikTok AIfluence www.ai-fluence.com Campaign Performance by platform The below pie chart shows the distribution of Reach and Engagement by social media platform. Instagram had the highest reach followed by Twitter. This is because a majority of the peace champions posted content Instagram more than any other platform. Overall, there was highest engagement on Twitter. This is because there were more retweets, which contributed to a rise in Twitter activity. AIfluence www.ai-fluence.com Reach and Engagement Distribution by County The below pie chart shows the distribution of Reach and Engagement across the 3 counties. Nairobi had the highest Reach and E ngagement overall. This is likely because there were more posts published by the peace champions from Nairobi compared with the other c ounties . Nairobi had 70 posts, Kisumu had 68 posts and Uasin Gishu had 66 posts. We also noticed that a greater number of peace champions from Nairobi posted across different social media platforms and the peace messages reached more people. AIfluence www.ai-fluence.com Audience Demographics AIfluence www.ai-fluence.com Reach Summary by Gender and Age Below is the reach summary by Age and Gender during week 3. Majority of the audience who interacted with the peace champions’ posts during week 3 were aged between 25-34 years and 18-24 years. This is driven by national social media penetration and usage statistics and influencer selection; which shows that the youth make up the greater majority of active social media users. N= 1,254,264 63% AIfluence 37% www.ai-fluence.com Messaging Snapshot AIfluence www.ai-fluence.com Sentiment Analysis The below bar graph shows the sentiment analysis during week 3, based on the feedback shared in response to the peace champions’ messages. ❖ 69% of the targeted audience expressed appreciation for the Peace Champion's messages. ❖ 1% of the targeted audience expressed dislike/negativity towards the Peace Champion’s messages ❖ 69% 1% 30% of the targeted audience expressed neutral sentiment towards the Peace Champion’s 30% messages. ❖ There was a total of 1,070 comments made on the peace champions’ posts during this period. AIfluence www.ai-fluence.com Messaging Snapshot: Twitter Below are sample posts of different influencers *Click here to access all the content: Link To Week 3 Posts AIfluence www.ai-fluence.com Sample Comments Sample Comments Here are some of the comments/ questions posed by the audience: AIfluence www.ai-fluence.com Sample Negative/Neutral Comments Sample Comments Here are some of the comments/ questions posed by the audience: AIfluence www.ai-fluence.com Week In Review AIfluence www.ai-fluence.com Nairobi The analysis covers the period between 8th-14th August 2022. There was a total of 10.3K mentions (Social Media Mentions are a measure of how many times the hate speech keywords have been mentioned on social media channels) from Nairobi county that used the hate speech keywords in the posts. These generated a total of 33.1K engagement and 114.9M in Reach. Most of the volumes of conversations were driven by use of the term Usage of the hate speech terms featured as follows on Twitter: ● ● ● ● ● Fumigation was used as a warning towards Ruto to vacate his residence in Karen in the event he loses Kihii was used in reference to those from the Luo community. Watajua Hawajui was used in terms of the alluding election day Kateni miti was used in regards to Ruto trailing in the counted results and advising him to kata miti at his Sugoi home Chunga kura yako was used to remind the Azimio coalition to steal/rig votes as has been the trend in Kenya as the candidates battle for to take the presidential seat. Sentiment during this period: 8.0% Positive 39.2% Negative 52.8% Neutral AIfluence www.ai-fluence.com Nairobi Below are some of the posts that were published on social media in reference to the hate speech terms. 8th-14th August AIfluence www.ai-fluence.com Nairobi Below are some of the posts that were published on social media in reference to the hate speech terms. 8th-14th August AIfluence www.ai-fluence.com Nairobi Below are some of the posts that were published on social media showing tribal betrayal and tribal allegiance. 8th-14th August Translation: Kikuyus are bad. Why do you like to bring down Raila Odinga. The tribes that have supported Raila are: Luhya, Luo, Kisii, Kamba, Maasai, Coast. But Kikuyus have failed us a lot. At least SK Macharia and Uhuru Kenyatta are good. They have supported Baba and Martha Karua so much. AIfluence Translation: Kambas really came through big time. Kikuyus have betrayed us. But at least the few Kikuyus who vote will make a difference in Baba’s votes. Translation: Kikuyus and Bukusus are traitors.They have decided to take us back to Egypt so president Uhuru Kenyatta should act with wisdom and hand over the seat to the one who was treated unjustly in 2007. The citizens of Kenya have become so corrupt and they vote along tribal lines. It’s time for the dragon to be slaughtered. www.ai-fluence.com Kisumu The analysis covers the period between 8th-14th August 2022. There was a total of 135 mentions (Social Media Mentions are a measure of how many times the hate speech keywords have been mentioned on social media channels) from Kisumu county that used the hate speech keywords in the posts. These generated a total of 750 engagement and 317.2K in Reach. The following hate speech keywords were used: ● ● ● ● Mtajua hamjui/Watajua hawajui - was used not as a hate speech term but as free speech on slide 22. Watu wa kung’oa reli and was used as an angry spontaneous rant directed at Luos and showing that the Azimio coalition will lose. Kihii was also used in reference to those from the Luo community. Kateni miti was also used as free speech in conversations in reference to either DP Ruto losing or Mr. Odinga losing. Kihii featured as a hate speech term in reference to those from the Luo community, who are despised by the Kikuyu community and deemed unfit to rule; hence not worthy of the votes from the mount Kenya region. Sentiment during this period: 19.4% Positive 28.6% Negative 52.0% Neutral AIfluence www.ai-fluence.com Kisumu Below are some of the posts that were published on social media in reference to the hate speech terms. 8th-14th August AIfluence www.ai-fluence.com Uasin Gishu The analysis covers the period between 8th-14th August 2022. There was a total of 275 mentions (Social Media Mentions are a measure of how many times the hate speech keywords have been mentioned on social media channels) from Uasin Gishu county that used the hate speech keywords in the posts. These generated a total of 227 Engagement and 582.7K Reach. There was a spike in use of hate speech terms on Twitter and Facebook as follows: ● Kateni miti was used as an expression of electoral results in reference to Ruto losing in the elections. ● Kill was used by an angry twitter user who stated that the politicians will not be happy if Kenyans don’t kill each other in this election. This sparked outrage on Twitter with some users stating that she better watch her words since this statement could easily incite Kenyans to violence. Sentiment during this period: 0.0.% Positive 25% Negative 75% Neutral AIfluence www.ai-fluence.com Uasin Gishu Below are some of the posts that were published on social media in reference to the hate speech terms. 8th-14th August AIfluence www.ai-fluence.com Findings ● The audience were appreciative of the results transmission process as they were unaware how the procedure performed and the steps involved in it. There’s a high likelihood that some of the audience reached were not familiar with some of the candidates vying for seats (except the presidential aspirants). This can be seen from the comments on slide 14, where one admitted to not knowing the candidates, and therefore they went ahead to cast their ballot, albeit unsure about who to pick. ● Tribal betrayal and tribal allegiance have been used as a tactic by politicians and some social media users to propagate incitement along tribal lines in the few weeks leading to the elections. This tactic has been used to show betrayal from Kenya’s election provisional results that certain regions dominated by certain ethnic tribes did not vote for a particular candidate. This is more prominent this year among the Kikuyu, Bukusu, Luo and Kalenjin tribes, where we’ve seen tribal hatred in circulation on social media. Reference slide 20. AIfluence www.ai-fluence.com Recommendations ● With the president elect having been declared (despite the Azimio coalition challenging the credibility of this election); there’s need to remind Kenyans to continue to work together to promote the growth and development of the country, regardless of which side of the political divide one belongs to. The peace champions will communicate this during week 4. ● We will encourage the peace champions to carry on with their initiative as peace ambassadors to continue to promote peaceful coexistence even after the social media peacebuilding campaign comes to an end. AIfluence www.ai-fluence.com Highlights for week 4 ● Focus for week 4: The main goal for the fourth week will be to understand what the audience has learned from the peace champions’ content and share necessary hotlines and fact checking info to combat fake news and prevent violence after the announcement of the presidential results. ● The peace champions will also remind their audience of the importance of accepting the results and focusing more importantly on promoting peaceful coexistence and continuing with our business, careers, school etc. so we can all move Kenya forward; together. ● The peace champions will also encourage their audience to continue as peace ambassadors by carrying on as good citizens and building their communities and Kenya even beyond the social media peacebuilding campaign. AIfluence www.ai-fluence.com Data Driven Influencer Marketing Platform- www.ai-fluence.com