The presentation describes a live story on crowdauthoring a song for the world cup. Twitter shows that it is a great tool for monitoring emotions movement and hence in writing great stories. The live experience shows also that people will work together towards great human goals.

1. Ali Anani, PhD
Twitter
AliAnani,PhD
in Crowdauthored
Storytelling

2. Storytelling is
a growing
phenomena in
attracting and
engaging the
crowds

3. So,
is Crowsfunding

4. An emerging
trend isn’t only
crodauthoring,
but also that the
authors buys
what they wrote!

5. A living experience
tells the story

6. Mohammed
Assaf is the
Arab Idol
singer for
2013

7. During the
competition on of
the jury panel
claimed that we
have to wait for 500
years for a singer
matching Assaf
would appear

8. Assaf massive
popularity drew
attention as he was
selected to sing in
the World Cup
Congress 2014

9. The great occasion
prompted Assaf and his
team to launch a new idea:
Fans and followers have
been sending in their
ideas for lyrics on Twitter
using the hashtag
#Assaf360.
This is a form of
crowdauthoring

10. Palestinian Singer
Mohammed Assaf &
Grammy-Winning Producer
Rodney Jerkins create
song for World Cup by
crowd-sourcing content
from fans online.

11. The event, hosted by
Platinum records,
was being live
streamed to fans all
over the world
The event, hosted by
Platinum records,
was being live
streamed to fans all
over the world

12. Within 24 hours the song
was completed.
The crowds followed the
event alive as they felt they
owned the song because of
their contribution.

13. All proceeds from the song
will go to the United Nations
Relief and Works Agency
(UNRWA) for Palestinian
refugees

14. A Twitter hashtag created
for the recording session,
#ASSAF360, was used by
fans to send rhymes and
lyrical suggestions over the
course of two weeks.

15. At the start of the campaign.
Tweets centered around
awareness and highlighting
Assaf is the first Arab singer
to sing in the World Cup
Tournament

17. Most tweets were in
Arabic language

18. The live screening
quickly attracted
engagement and tweets
built up quickly

19. Tweets and Re-tweets in
English language
increased considerably

20. The sentiment were with
increasing intensity

21. All positive emotions

22. Grouping and re-tweets reflected increasing
involvement by the crowd

23. After the launch few negative
emotions appeared

24. Negative emotions centered
around allying against uploading
the song on youtube for fear
people would not purchase the
song from official websites and
refugees would be deprived of the
revenue of selling the song
Top Domains in Tweet in G5 (Group 5):
anghami.com apple.com mbc.net
goo.gl onmbc.net bit.ly youtube.com

26. Some liked the English part of
the song more than the Arabic
part
Some preferred Shakira’s song

27. The great lesson is that people
will remain sweepingly positive
towards a common cause.

28. Twitter serves as a great tool in writing
visual stories by monitoring emotions
before, during and after the event.

29. Post to
Assaf
singing in
the FIFA
World
Congress
Post to
Assaf
singing in
the FIFA
World
Congress

30. And keep it live
To watch Assaf performing click
http://www.youtube.com/watch?v=tfXR2i1gUBU&feature=youtu.be&utm_
source=hootsuite&utm_medium=web&utm_term=isyounes&utm_
content=&utm_campaign=smu#WorldCup

31. Most Tweeted Words
Feeling proud, mainly among
Palestians, is significant
Most Tweeted Words
Feeling proud, mainly among
Palestians, is significant
mohammad
singing
assaf
singing fifa
congress
ceremony
making
proud
palestinians
rt

32. The Social Network Structure turned very
simple and re-tweets are of high percentage.
Polarization into two main groups is evident

33. Assaf apparently dissolved differences
as there seems no argument about his
successful show