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Social Media Study 2011 - Formula 1 Report on Consumer Sentiments
Social Media Study 2011 - Formula 1 Report on Consumer Sentiments
Social Media Study 2011 - Formula 1 Report on Consumer Sentiments
Social Media Study 2011 - Formula 1 Report on Consumer Sentiments
Social Media Study 2011 - Formula 1 Report on Consumer Sentiments
Social Media Study 2011 - Formula 1 Report on Consumer Sentiments
Social Media Study 2011 - Formula 1 Report on Consumer Sentiments
Social Media Study 2011 - Formula 1 Report on Consumer Sentiments
Social Media Study 2011 - Formula 1 Report on Consumer Sentiments
Social Media Study 2011 - Formula 1 Report on Consumer Sentiments
Social Media Study 2011 - Formula 1 Report on Consumer Sentiments
Social Media Study 2011 - Formula 1 Report on Consumer Sentiments
Social Media Study 2011 - Formula 1 Report on Consumer Sentiments
Social Media Study 2011 - Formula 1 Report on Consumer Sentiments
Social Media Study 2011 - Formula 1 Report on Consumer Sentiments
Social Media Study 2011 - Formula 1 Report on Consumer Sentiments
Social Media Study 2011 - Formula 1 Report on Consumer Sentiments
Social Media Study 2011 - Formula 1 Report on Consumer Sentiments
Social Media Study 2011 - Formula 1 Report on Consumer Sentiments
Social Media Study 2011 - Formula 1 Report on Consumer Sentiments
Social Media Study 2011 - Formula 1 Report on Consumer Sentiments
Social Media Study 2011 - Formula 1 Report on Consumer Sentiments
Social Media Study 2011 - Formula 1 Report on Consumer Sentiments
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Social Media Study 2011 - Formula 1 Report on Consumer Sentiments

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Formula 1 is all about speed, excitement, and glamour along with a thrill of what lies ahead. As teams and drivers geared up to race at the first ever Formula 1, brands worked towards connecting with …

Formula 1 is all about speed, excitement, and glamour along with a thrill of what lies ahead. As teams and drivers geared up to race at the first ever Formula 1, brands worked towards connecting with their consumers. MindShift Interactive decided to track the event on Social Media and generate insights on how fans, sports enthusiasts, sportsmen, celebrities and brands reacted to this milestone event in India’s sporting calendar.

How to use this report: If you’re keen to understand how to leverage Social Media for your business, would like to understand where businesses need to fill gaps, get an insight into the mindset of consumers on Social Media or if you followed the Formula 1 event and would like to know how it associated with Social Media and brands, this report will be a guide of insights for you.

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  • 1. • © M i n d S h i f t I n t e r a c t i v e • 2 0 1 1 F o r m u l a 1 S o c i a l M e d i a S t u d y • • w w w . m i n d s h i f t i n t e r a c t i v e . c o m • + 9 1 - 9 8 2 0 0 7 1 5 1 7 •         SOCIAL MEDIA STUDY ON   2011 FORMULA 1 INDIAN GRAND PRIX Insights  on  Consumer  Sentiments  and  Brands  associated  with   Formula  One       NOVEMBER  2011   Sponsored  by:
  • 2. • © M i n d S h i f t I n t e r a c t i v e • 2 0 1 1 F o r m u l a 1 S o c i a l M e d i a S t u d y • • w w w . m i n d s h i f t i n t e r a c t i v e . c o m • + 9 1 - 9 8 2 0 0 7 1 5 1 7 •     LETTER  FROM  MINDSHIFT  INTERACTIVE...   There  is  a  lot  of  speculation  and  thought  around  the  Social  Media  landscape  even  as  thought  leaders   predict  what  it  will  bring  along  next.  At  MindShift  Interactive  we  make  statements  based  on  insights.   Whether  it  is  to  predict  the  next  big  Social  Network  or  even  a  campaign  that  is  apt  for  your  business,   we  do  it  with  the  help  of  processes,  tools  and  a  team  of  Social  Media  and  Research  experts.     Social   Media   has   evolved   beyond   experimentation   and   has   been   acknowledged   as   the   new   marketing  tool,  a  tool  that  is  here  to  stay.  Some  businesses  have  accepted  this  shift;  investing  in   building  and  creating  a  significant  Social  Media  outreach.  While  this  evolution  is  a  necessity,  it  is   increasingly  important  for  businesses  to  translate  their  Social  Media  efforts  into  understanding  how   consumers  perceive  their  brand,  and  gather  intelligence.       Social   Media   is   a   space   where   vast   amounts   of   data   lie   to   help   businesses   understand   their   consumers,   create   competitive   advantage   as   well   as   forecast   trends   and   mindshifts   within   their   industry.     In  this  report,  we  showcase  Consumer  Sentiments  on  Social  Media  attached  with  the  2011  Formula   1  Indian  Grand  Prix,  hereon  referred  to  as  Formula  1,  that  was  held  from  October  28  until  30,  2011.   We  present  our  viewpoint  of  brands  and  their  ability  to  thoroughly  research  Social  Media  before,   during  and  after  any  activity  they  perform  in  order  to  learn  and  better  themselves  each  time.     If   you   are   pondering   over   starting   Social   Media   Marketing   or   are   already   onboard,   I   hope   these   findings  will  convince  you  of  the  need  to  create  Insights  about  your  business  and  your  Social  Media   presence  before  you  continue  investing  your  reputation  and  money.     Look  forward  to  creating  MindShifts  through  this  report.     Zafar  Rais   Chief  MindShifter   zafar@mindshiftinteractive.com         Know  what’s  happening  at  MindShift  Interactive:   Website  –  www.mindshiftinteractive.com   Facebook  –  www.facebook.com/MindShiftInteractive       Twitter  –  www.twitter.com/Mind_Shifters              
  • 3. • © M i n d S h i f t I n t e r a c t i v e • 2 0 1 1 F o r m u l a 1 S o c i a l M e d i a S t u d y • • w w w . m i n d s h i f t i n t e r a c t i v e . c o m • + 9 1 - 9 8 2 0 0 7 1 5 1 7 •       Table  of  Contents     Executive  Summary                   4   Key  MindShifts  -­‐  Infographic               5     Brand  Associations  &  Campaign  Analysis             6       Platform  Analysis                   10   Consumer  Analysis                   12   Competition  Analysis                 18   Key  Performance  Indicators                 19   Key  Implications                   21   Research  Methodology                 22   About  MindShift  Interactive               23                              
  • 4. • © M i n d S h i f t I n t e r a c t i v e • 2 0 1 1 F o r m u l a 1 S o c i a l M e d i a S t u d y • • w w w . m i n d s h i f t i n t e r a c t i v e . c o m • + 9 1 - 9 8 2 0 0 7 1 5 1 7 •     Executive  Summary     Formula   1   is   all   about   speed,   excitement,   and   glamour   along   with   a   thrill   of   what   lies   ahead.   As   teams  and  drivers  geared  up  to  race  at  the  first  ever  Formula  1,  brands  worked  towards  connecting   with  their  consumers.  MindShift  Interactive  decided  to  track  the  event  on  Social  Media  and  generate   insights  on  how  fans,  sports  enthusiasts,  sportsmen,  celebrities  and  brands  reacted  to  this  milestone   event  in  India’s  sporting  calendar.                   A  few  touch  points  we  hope  to  create  a  MindShift  through:     o Brand  Associations  and  the  impact  of  their  campaigns   o Consumer  Perception  towards  Formula  1     o The  Correlation  between  Social  Media  and  Engagement   o Choosing  the  right  content,  campaigns  and  platforms  for  your  business   o Tracking  Social  Media  conversions  around  Formula  1   o Profiling  of  Target  Audiences  to  suit  Social  Media  requirements     o Competition  Analysis:  Cricket  or  Formula  1?     How  to  use  this  report:  If  you’re  keen  to  understand  how  to  leverage  Social  Media  for  your  business,   would   like   to   understand   where   businesses   need   to   fill   gaps,   get   an   insight   into   the   mindset   of   consumers  on  Social  Media  or  if  you  followed  the  Formula  1  event  and  would  like  to  know  how  it   associated  with  Social  Media  and  brands,  this  report  will  be  a  guide  of  insights  for  you.                  
  • 5. • © M i n d S h i f t I n t e r a c t i v e • 2 0 1 1 F o r m u l a 1 S o c i a l M e d i a S t u d y • • w w w . m i n d s h i f t i n t e r a c t i v e . c o m • + 9 1 - 9 8 2 0 0 7 1 5 1 7 •              
  • 6. • © M i n d S h i f t I n t e r a c t i v e • 2 0 1 1 F o r m u l a 1 S o c i a l M e d i a S t u d y • • w w w . m i n d s h i f t i n t e r a c t i v e . c o m • + 9 1 - 9 8 2 0 0 7 1 5 1 7 •       Brand  Associations     Brands  Evaluated         Campaign  Impact   Brands   Campaign   Name   Campaign  Summary   Durat ion   (day)   Social  Media   Platforms   Campaign  Impact                 Airtel   –   Grid   Girls     A  reality  show  to  shortlist   48  faces  who  would  take   the   position   of   the   paddock   girls   in   the   circuit     32               Airtel   was   the   most   spoken  about  due  to  the   number   of   campaigns   and   their   brand   integration   with   F1.   An   online-­‐offline   connect   along   with   a   heavy   and   sustained   engagement   were  key  to      their  success.     Simulator   Challenge     Compete  with  the  fastest   drivers  in  the  country  and   record  the  best  lap  time.     32                
  • 7. • © M i n d S h i f t I n t e r a c t i v e • 2 0 1 1 F o r m u l a 1 S o c i a l M e d i a S t u d y • • w w w . m i n d s h i f t i n t e r a c t i v e . c o m • + 9 1 - 9 8 2 0 0 7 1 5 1 7 •     Ultimate   Race   Game   Online  Web  Racing  Game   32                   F1  City  Drive       Fans  voted  for  a  city  they   wanted  to  see  the  F1  car   in     29           30,000  Fans  received   within  15-­‐20  days  of   campaign.     Pune  and  Ahmedabad   received  the  largest   response.         -­‐     Imitating   the   Noise  of  F1     Upload   a   video   on   Facebook   imitating   the   sound  of  an  F1  car     23                                   Digi   Racer   Game       Online   game   that   lets   one   drive   a   Renault   F1   car,  score  points  and  win   free  tickets       14       Yahoo  India!       -­‐                         Racing  Cans     A  remote  control  car  race   in  Mumbai,  Delhi  &  Pune.   Winners   get   a   trip   to   Milton  Keynes,  UK,  home   of  Red  Bull  Racing     11   (Final   race   on   1   Oct)             -­‐             F1   Blogger   Hunt       Invited   bloggers   to   display  their  writing  skills   and   their   dedication   towards   F1,   particularly   the   Red   Bull   Racing   Team.   Winner   was   allowed  to  travel  with  the   Red   Bull   team   to   the   Speed   Street   event   in   Delhi.         25               Around   75   participants   and  selected  one  winner         Speed  Street     A   show   in   Delhi   where   the   Red   Bull   F1   drivers   would   tear   up   the   streets,   reaching   speeds   of  over  250kph.       1               -­‐  
  • 8. • © M i n d S h i f t I n t e r a c t i v e • 2 0 1 1 F o r m u l a 1 S o c i a l M e d i a S t u d y • • w w w . m i n d s h i f t i n t e r a c t i v e . c o m • + 9 1 - 9 8 2 0 0 7 1 5 1 7 •             Khardung  La       Red  Bull  Show-­‐Car  to  the   highest  road  in  the  world   suitable  for  four  wheelers     1           “I   had   a   great   time   during   the   #RBKhardungla.   I   never   thought   I'd   see   a   F1   car   in  my  State  much  less  at   that   height.”   –   Omar   Abdullah,   CM,   J&K   on   Twitter           Race   to   Fame   –   Life   in   the   Fast   Lane     A   Quiz   with   MTV   explaining   why   one   wants  to  be  a  part  of  the   F1  event       68           -­‐     Vodafone   Drive   into   the   Big   League     Register  small  or  medium   enterprises   and   get   a   chance  to  showcase  their   logo   on   the   Vodafone   McLaren  Mercedes  Car     68       Registration   on  Website,   Promotion   on   Facebook         -­‐         Good   times   in   the   Fast   lane     Had   to   upload   photos,   videos   or   write   a   blog   about  their  good  times  in   the  lane.  Winner  gets  an   all   expense   paid   trip   to   Indian  GP     16       Registration   on  Website,   Promotion   on   Facebook       Around   400   entries   received     Campaign  Analysis     Brands   do   have   a   positive   impact   on   creating   awareness   about   Events,   through  their  campaigns  and  associations   as   was   seen   with   Airtel   leading   the   way   with  270  conversations.       The  number  of  campaigns  done  by  them   and  their  tie-­‐up  with  Formula  1  were  key   areas   that   lead   Airtel   to   be   the   number   one  spoken  brand  on  Social  Media  during   the  event.     Highest  Brand  Mentions     ©  MindShift  
  • 9. • © M i n d S h i f t I n t e r a c t i v e • 2 0 1 1 F o r m u l a 1 S o c i a l M e d i a S t u d y • • w w w . m i n d s h i f t i n t e r a c t i v e . c o m • + 9 1 - 9 8 2 0 0 7 1 5 1 7 •       Correlation  between  Social  Media  and  Engagement     In  order  to  achieve  successful  engagement,  it  is  mandatory  for  businesses  to  evaluate  the  right  mix   of  content,  strategy  and  platforms.  It’s  the  route  the  brand  employs,  the  intentions  it  enters  with   and  the  value  it  offers  that  defines  the  effectiveness  of  the  campaign  vis-­‐à-­‐vis  their  competition.   The  MindShift  Framework  calculates  a  comparison  between  a  few  brands  associated  with  Formula  1.   Airtel,  with  three  Formula  1  campaigns   dominated   the   Social   Media   space   with  brand  conversations*  around  the   Airtel   Simulator   Challenge   generating   86%  conversations  around  it,  followed   by   64%   through   Sahara   Stake   Buyout   and  61%  of  the  Red  Bull  Racing  Event,   Delhi.       Popular   topics   of   conversation   that   also   created   significant   buzz   on   Social   Media   were   F1   Rocks,   F1   Circuit,   Vodafone,  Reebok,  Puma  and  Mahindra.   Out  of  the  five  trending  brand  campaigns,  four  of  them  were  associated  with  Formula  1  and  were  a   reason  for  increased  engagement.  Incentives  such  as  winning  Formula  1  tickets,  attending  the  race   or  spending  time  with  teams  were  added  motivations  to  keep  conversations  going.  Key  participants   were  converted  into  fans  of  the  sport  and  also  of  the  brand  primarily  due  to  the  brands  usage  of   the  right  Social  Media  Mix  of  content,  campaigns  and  platforms.       *Brand  Conversations  –  Out  of  the  2000  Conversations  logged,     over  50%  of  them  were  Brand/Sponsorship  associated  based.     Findings  are  based  on  the  same.                         ©MindShift  Interactive  
  • 10. • © M i n d S h i f t I n t e r a c t i v e • 2 0 1 1 F o r m u l a 1 S o c i a l M e d i a S t u d y • • w w w . m i n d s h i f t i n t e r a c t i v e . c o m • + 9 1 - 9 8 2 0 0 7 1 5 1 7 •       Platform  Analysis     Integration  of  tools  and  processes  to  identify  the  social  networking  platforms  that  contributed  in   creating  an  engaging  Social  Media  presence  and  the  brands  that  leveraged  each  platform  garnered   the  following  results.       Platforms  selected  by  Brands                                                                              
  • 11. • © M i n d S h i f t I n t e r a c t i v e • 2 0 1 1 F o r m u l a 1 S o c i a l M e d i a S t u d y • • w w w . m i n d s h i f t i n t e r a c t i v e . c o m • + 9 1 - 9 8 2 0 0 7 1 5 1 7 •     Engagement  Platforms     Platforms   where   brands   engaged   heavily   were   Facebook   and   Twitter,   while   YouTube   &   Blog   were   additionally   selected   by   Kingfisher   and   Red   Bull.   Although   investments   in   terms   of   creation   of   applications   or   offering   incentives   were   highest   on   Facebook,  Twitter  reigned  as   the   winning   platform   across   Social  Media  for  Formula  1  in   terms  of  active  engagement,   gaining  700  conversations.     Conversations   on   twitter   were   primarily   about   broadcasting   views,   gathering   event   details   and   extensively   towards   two-­‐way   conversations   between   brand   believers,   sports   celebrities,   authorities,   businesses,  media,  influencers.  Facebook,  which  has  high   brand  campaigns  and  contests,  created  buzz  via  updates   on  their  respective  fan  pages,  came  second,  standing  out   as  a  platform  which  requires  moderation  of  content  at  all   times   and   heavier   investments   but   a   kew   responsible   platform  for  generating  awareness.   YouTube   was   leveraged   by   brands   to   showcase   their   videos  and  allow  users  to  create  videos  of  their  own  to   participate  in  contests.  Given  the  fact  that  Formula  1  is  an  offline  event,  its  integration  onto  Youtube   through   live   recordings,   interviews   and   strategic   contests   could   have   done   wonders   towards   optimizing  Formula  1’s  Social  Media  presence.   The  heavy  exploration  of  platforms  by  brands  is  rather  evident,  but  the  take  home  is  to  evaluate   the  right  platform  to  deliver  the  right  messaging.                     #MindShift:  Twitter  stands  out  as  a   platform   where   conversations   and   current  happenings  are  discussed  at   large,   and   sustenance   is   user-­‐ dependant.  
  • 12. • © M i n d S h i f t I n t e r a c t i v e • 2 0 1 1 F o r m u l a 1 S o c i a l M e d i a S t u d y • • w w w . m i n d s h i f t i n t e r a c t i v e . c o m • + 9 1 - 9 8 2 0 0 7 1 5 1 7 •     Consumer  Analysis       Buzz  Progression   We   detected   a   Trend   in   conversations   that   took   place   during   Formula   1.   Through   the   tracking   duration,  it  showcases  how  the  Event  picked  up  at  various  touch  points  and  fell  drastically  at  times   too.       The  above  chart  represents  the  cumulative  conversations  that  begun  a  month  prior  to  the  event  and   went  on  until  a  week  after.  Brands,  organizers  and  audiences  participated  in  a  healthy  dialogue  with   one   another,   showcasing   the   need   for   more   conversations   and   lesser   thought   disseminating   content  from  brands.     During  the  first  half  of  October,  the  Sahara  –  Kingfisher  association  around  Force  India  generated  a   peak  through  about  170  conversations.  As  the  date  for  Formula  1  neared,  campaigns  and  news  from   the   organizers   were   key   to   the   buzz   created,   rising   from   87   to   258   within   the   week.   Queries   regarding  tickets,  reviews  of  the  circuit  by  drivers  and  emotions  of  audiences  were  largely  expressed   during  this  period.       The   highest   results   were   tracked   three   days   before,   during   and   after   the   event,   peaking   to   546   conversations  that  showcased  the  event  having  received  the  desired  buzz  it  was  meant  to  create,   owing  greatly  to  the  hype  that  was  created  around  Formula  1  by  all  associations  involved.            
  • 13. • © M i n d S h i f t I n t e r a c t i v e • 2 0 1 1 F o r m u l a 1 S o c i a l M e d i a S t u d y • • w w w . m i n d s h i f t i n t e r a c t i v e . c o m • + 9 1 - 9 8 2 0 0 7 1 5 1 7 •       The   Top   5   Formula   1   Topics   of   interest  were:     1. Formula  1  Event   2. Formula  1  Entertainment   3. Formula  1  Drivers   4. Brand  Associations  /   Sponsorships   5. Formula  1  Teams     It  is  increasingly  noticed,  and  a  preaching  we  must  practise  to  create  content  and  campaigns  that   indulge  consumers  to  see  value  and  start  conversations  with  brands.       Target  Group  Profiling   As  conversations  were  tracked  and  logged  about  Formula  1,  we  researched  and  analyzed  the  profile   of  people  behind  these  conversations  across  Social  Media.  A  preview  of  the  profiling  is  done  below   in  terms  of  Demographics  and  showcasing  of  the  sample  size.     Gender-­‐based  Interest  Analysis     Formula  1  discussions  were  dominated  by   male   audiences   with   84%   conversations   initiated   and   responded   to   by   them.   Whilst   they   took   over   various   Social   Media  platforms,  Twitter  was  where  they   shared   sentiments   and   raised   enquiries   about  Formula  1.               ©  MindShift  Interactive  
  • 14. • © M i n d S h i f t I n t e r a c t i v e • 2 0 1 1 F o r m u l a 1 S o c i a l M e d i a S t u d y • • w w w . m i n d s h i f t i n t e r a c t i v e . c o m • + 9 1 - 9 8 2 0 0 7 1 5 1 7 •     An  interesting  insight  from  the  research  displayed  that  while  only  16  %  of  the  conversations  were   through  Females,  they  used  Social  Media  to  write  News  Articles,  Blogs  and  Twitter,  with  a  heavily   positive  tonality.  A  number  of  females  were  actively  talking  about  the  event  as  it  happened,  as   part  of  the  audience  at  the  event  or  viewers  on  television,  showing  a  fair  number  of  interesting   conversions  from  Social  Media  to  the  final  event.             The  learning  here  is  that  women  are  interested  in  the  sport  and  could  turn  into  potentially  larger   enthusiasts  provided  their  interests  are  customized  to  suit  their  requirements  versus  delivering  a   similar  strategy  as  would  have  appealed  largely  to  the  male  audiences.       Sample  Size  profiling   Respondents   were   categorized   on   the   basis   of   information   shared   by   them   on   their   social   profiles.  Consumers,  termed  as  Individuals  /  Fans   in  the  chart,  lead  the  category  scoring  55%.  This   comprised   of   sports   followers,   fans   and   other   audiences   that   were   influenced   by   associations   towards  Formula  1.                     Bollywood  Actor,  Bipasha  Basu   sharing  her  excitement  towards   Formula  1.   ©  MindShift  Interactive  
  • 15. • © M i n d S h i f t I n t e r a c t i v e • 2 0 1 1 F o r m u l a 1 S o c i a l M e d i a S t u d y • • w w w . m i n d s h i f t i n t e r a c t i v e . c o m • + 9 1 - 9 8 2 0 0 7 1 5 1 7 •     Consumer  Perception     An  overview  of  how  Formula  1  was  perceived  on  the  basis  of  Social  Media  conversations  that  were   tracked  across  the  shortlisted  platforms.       Social  Media  is  one  of  the  few  mediums  that  provide  a  platform  for  real-­‐time  dialogue  between  the   consumer   and   business.   A   Sentiment   Analysis   showcased   that   76%   of   all   conversations   about   Formula  1  were  of  a  Positive  nature.  This  displays  that  the  overall  atmosphere  created  by  brands,   organizers  and  others  involved  in  Formula  1  lead  to  a  happy  state  of  mind.  Most  spoke  with  pride   and  excitement  towards  India  having  such  an  excellent  opportunity,  whilst  others  explained  what   this  opportunity  meant  for  India.     With   the   proliferation   of   opinions,   news,   reviews,   recommendations   and   other   forms   of   online   expressions  tracked,  the  following  Positive  and  Negative  topics  were  highlighted:         Top  Positive  Conversations   Top  Negative  Conversations   Indian  Grand  Prix  and  the  Buddh  International   Circuit  –  Individuals  shared  their  excitement   about  the  event,  the  racetrack  being  built  and   their  expectations  from  the  event.   Formula  1  –  The  money  invested  and  scale   compared  to  the  poverty  in  India  and  questions   regarding  if  India  really  needed  to  host  such  an   event   Sponsorships/  Associations  –    Sahara’s   investment  in  Force  India  and  other  brand   Associations   Formula  1  Rocks  –  (entertainment  division  of   Formula  1)  Cancellation  of  the  Metallica  Concert   increased  negative  conversations  considerably.     Successful  Organization  and  Infrastructure  for   Indian  Grand  Prix   Drivers/  Teams  –    Karun  Chandhok  not  driving  in   Indian  Grand  Prix  and  Sahara  Force  India   commenting  regarding  its  reservations  with   Indian  drivers  also  made  it  to  the  top  negative   conversations.  
  • 16. • © M i n d S h i f t I n t e r a c t i v e • 2 0 1 1 F o r m u l a 1 S o c i a l M e d i a S t u d y • • w w w . m i n d s h i f t i n t e r a c t i v e . c o m • + 9 1 - 9 8 2 0 0 7 1 5 1 7 •     Consumer  Tonality     On  the  basis  of  Social  Conversations,  consumer  Tonality  towards  Formula  1  was  positive,  peaking   at   137   conversations   due   to   an   sharp   spike   as   the   event   neared   in.   A   balance   was   seen   as   a     significant  increase  in  negative  comments  also  rose  as  the  event  took  place.   Whilst   the   event   was   live,   Twitter   took   on   the   role   of   live   updates   from   audiences   discussing   Formula  1  as  well  as  stating  the  pride  they  felt  to  be  hosting  it  in  their  country.   The  unfortunate  turn  of  events  at  F1  Rocks  with  the  Metallica  music  show  being  cancelled  added  up   for  a  large  number  of  negative  emotions  being  displayed  across  Social  Media.   A   learning   for   businesses   is   to   create   space   for   consumers   to   share   their   viewpoint   and   allow   a   platform  that  advocates  healthy  discussions.  Timing  is  key  to  everything  you  do,  and  businesses   must  understand  that  in  order  to  capitalize  and  create  a  truly  sustained  engagement.                 ©  MindShift  Interactive  
  • 17. • © M i n d S h i f t I n t e r a c t i v e • 2 0 1 1 F o r m u l a 1 S o c i a l M e d i a S t u d y • • w w w . m i n d s h i f t i n t e r a c t i v e . c o m • + 9 1 - 9 8 2 0 0 7 1 5 1 7 •     Correlation  of  Consumer  Behaviour  with  Purchase  Decision   At  MindShift  Interactive  we  adopt  the  tried  and  tested  AIDA  model,  originally  presented  by  Elmo   Lewis,  to  analze  and  convey  the  communication  objectives  at  various  stages  of  a  purchase  cycle.  It  is   broken  up  into  four  main  stages:   • A  –  Awareness  created  amongst  consumers  through  content  .   • I   –   Interest   that   is   generated   by   focusing   on   and   demonstrating   benefits   through   conversations  and  campaigns.   • D  –  Desire  to  want  the  product  or  service  to  satisfy  consumer  need.     • A  –  Action  towards  purchasing  the  product  or  service.   For  our  study,  the  following  attributes  were  given  to  AIDA:   • Awareness   –   Conversations   that   included   News   Articles,   Reviews   and   Information   about   Formula  1.   • Interest  -­‐  Conversations  and  Campaigns  where  opinions  were  expressed,  Interesting  news   regarding  the  event  and  viewpoints  were  discussed.   • Desire  -­‐    Conversations  where  users  showed  a  desire  to  attend  or  be  part  of  the  event.   • Action  -­‐    Conversations  where  users  mentioned  that  were  attending  the  event  and  had  taken   some  action  towards  it.   The  AIDA  Funnel  representing  Formula  1  categories  from  a  Social  Media  perspective  are:                                                                 All  conversations  tracked  passed  the  Awareness  stage,  but  dipped  during  the  Interest  level  due  to   the   inconsistent   engagements   maintained   by   associations,   although   sports   enthusiasts   and   fans   remained   to   converse.   Desire   and   Action,   both   combined   to   a   5%   response   level,   where   conversations  towards  wanting  to  purchase  tickets  or  statements  of  purchase  were  made.   A  5%  conversion  from  Awareness  is  a  valuable  insight  for  marketers  to  undersand  the  potential  of   Social  Media,  going  beyond  outreach  onto  generating  Sales  leads.  If  marketers  invest  more  into   understanding   the   audience   better   there   is   a   high   possibility   of   increasing   their   actions   towards   business  requirements.   Awareness  –  100%   Interest  –  31%   Desire  –  2%   Acuon  –  3%  
  • 18. • © M i n d S h i f t I n t e r a c t i v e • 2 0 1 1 F o r m u l a 1 S o c i a l M e d i a S t u d y • • w w w . m i n d s h i f t i n t e r a c t i v e . c o m • + 9 1 - 9 8 2 0 0 7 1 5 1 7 •     Competition  Analysis   Cricket  Vs  Formula  1:  What  gets  Indian  going   In  the  study  we  evaluated  emotions  of  consumers  towards  Formula  1  vis-­‐à-­‐vis  Cricket.  We  share  our   Competition  Analysis  basis  certain  metrics  on  Consumer  Perception  below:         Simply  put,  you  can’t  compete  with  India’s  most  loved  sport  but  you  can  play  alongside  it  and  create   your  niche.  There  are  a  lot  of  Indians  that  have  taken  more  than  just  a  liking  for  Formula  1,  and  with   new  areas  within  the  Sport  being  explored,  there  is  a  potential  for  this  space  to  grow.     Regardless,  India  is  a  country  that  would  be  happy  to  cheer  both  sports!                 Cricket   Ownership  of  Teams   Adveruser  benefit   Official  Sport  across  the  Globe   Frequency  keeps  you  axenuve   Formula  1   Internauonal  Aura   Brand  Associauon  Limited   Struggles  for  status  as  a  Sport   Once  a  year  in  the  country  
  • 19. • © M i n d S h i f t I n t e r a c t i v e • 2 0 1 1 F o r m u l a 1 S o c i a l M e d i a S t u d y • • w w w . m i n d s h i f t i n t e r a c t i v e . c o m • + 9 1 - 9 8 2 0 0 7 1 5 1 7 •     The  Key  Performance  Indicators  (KPI)  for  an  Event     A   Key   Performance   Indicator   (KPI)   is   an   industry   concept   used   to   measure   the   performance   of   a   particular  activity.  At  MindShift  Metrics  we  embed  certain  process-­‐based  metrics  that  help  define   strategic  KPIs  as  per  the  requirement,  to  ensure  all  activities  are  focused  towards  achieving  the  final   objective.     On  the  basis  of  the  data  collected  during  the  event  and  a  breakdown  of  the  campaigns,  we  have   shared  a  few  KPIs  that  brands  could  set  to  measure  their  success  during  an  Event.       Key  Performance  Indicators  for  Brands  Associated  with  Events     The  right  mix  of  KPIs  can  lead  a  brand  to  learn,  improve  and  take  action  wherever  required,  at  the   right  time,  leading  to  an  effective  and  measurable  growth  for  the  brand  or  campaign.     Key  Performance  Indicators   Brand  –  Event  Association  (Metrics)         1. Right  Mix  of  Platforms   Choosing  the  right  platforms  that  are  in  sync  with  your  business  is   the   first   step   towards   streamlining   engagement,   moving   onto   objective   definition.   The   number   of   platforms   does   not   measure   the   success   of   the   activity,   hence   concentrate   on   the   right   platforms  and  have  a  mix  of  platforms  that  cater  to  your  TG.   Example:  Airtel,  with  its  three  campaigns,  chose  a  mix  of  Facebook,   Twitter  and  YouTube  to  promote  their  activities  on  Social  Media.         2. Right  Mix  of  Strategy/  Campaigns   An   idea   should   reflect   your   brand   identity   along   with   the   event   personality,   leading   to   the   Right   Mix   of   Strategy.   Also,   strategies   could  differ  with  respect  to  the  platforms  chosen.  Innovation  is  the   key  element  that  shall  drive  the  campaign  ahead,  provided  there   are  insights  that  back  it  up.   Example:  Airtel  launched  an  Online  Racing  Game,  which  was  in  sync   with  the  Formula  1  identity  as  well  as  suited  its  youthful  approach.   Simultaneously,   there   were   other   campaigns   redirected   towards   the  TG.         3. Right  Mix  of  Content   The   Communication   message   behind   an   Idea   can   help   a   brand   engage  better.  The  content  needs  to  be  suited  to  the  brand  and  the   association  with  the  event.       Example:   Brands   adopted   Formula   1   terminology   and   communicated  with  their  fans  and  TG  via  content  that  appealed  to   them  most.  Brands  also  offered  the  right  incentives  like  F1  Tickets   as  part  of  their  content  strategy  for  effective  results.       4. Right  Mix  of  Insights  –  At  every  step   Conduct   research   at   every   step   to   be   sure   about   the   Platforms,  
  • 20. • © M i n d S h i f t I n t e r a c t i v e • 2 0 1 1 F o r m u l a 1 S o c i a l M e d i a S t u d y • • w w w . m i n d s h i f t i n t e r a c t i v e . c o m • + 9 1 - 9 8 2 0 0 7 1 5 1 7 •     Strategy   and   Content.   In-­‐depth   research   should   be   conducted   regarding   the   event   and   its   global   impact/campaigns,   if   any.   A   Social  Media  team  should  be  a  part  of  the  same,  so  innovative  and   impactful  strategies  and  content  can  be  ideated  and  executed.         5. Right  Timing   With  respect  to  your  goals,  plan  your  presence  on  Social  Media  and   divide   the   same   in   various   phases,   along   with   timelines.   An   idea   needs  it  space  and  time  to  show  results.  Hence  it  remains  a  priority   to   set   a   timeline   for   a   concept   with   respect   to   its   duration,   promotion  and  its  measurability.  Also,  deliverables  could  be  set  for   each  concept  to  study  its  impact  in  the  longer  run.       Example:   Most   Campaigns   by   brands,   associated   with   Formula   1,   had   campaigns   with   a   time   duration   of   1   month,   including   the   promotion  activities  and  winner  announcement.                                        
  • 21. • © M i n d S h i f t I n t e r a c t i v e • 2 0 1 1 F o r m u l a 1 S o c i a l M e d i a S t u d y • • w w w . m i n d s h i f t i n t e r a c t i v e . c o m • + 9 1 - 9 8 2 0 0 7 1 5 1 7 •     Key  Implications     The  report  helps  us  understand  associations  created  by  Brands  during  Formula  1  and  analyzes  how   consumers   reacted   to   the   event   and   brand   campaigns.   It   is   evident   that   the   associations   helped   increase  buzz  about  Formula  1  and  kept  the  excitement  alive  among  the  audience  but  there  was  a   lack  of  consistency  in  keeping  the  engagement  alive.  A  sustained  engagement  campaign  with  the   audience  could  help  create  a  direct  association  with  the  brand  and  event,  converting  many  fans  into   influencers  of  the  brand.     Data   to   gain   competitive   advantage   and   understand   consumer   behavior   is   openly   available   over   Social  Media  and  businesses  need  to  capitalize  on  it  in  order  to  deliver  higher  business  impact.     With  Twitter  standing  out  as  the  engagement  leader  on  Social  Media  during  Formula  1,  activities   such  as  discussion  of  current  events,  live  shows  and  thoughtful  conversations  are  dominantly  seen   here.  Facebook  takes  on  an  alternate  route  towards  gaining  momentum  by  incentives  and  brand   conversations,  being  key  towards  creating  awareness  on  Formula  1.       Social  Media  is,  and  will  always  be  directly  proportional  to  Engagement  and  hence  it  is  important  for   the  marketer  to  constantly  innovate  and  understand  what  his  consumer  wants,  delivering  the  right   mix  of  content,  campaigns  and  platforms.     Businesses   must   create   space   for   consumers   to   share   their   viewpoint   and   allow   a   platform   that   advocates   beneficial   discussions.   Timing   is   key   to   everything   you   do,   hence   understanding   and   converting  your  offering  into  what  the  consumer  wants  helps  create  positive  experiences.   Another  interesting  find  from  the  report  was  towards  Women  conversing  on  Social  Media.  While   lower   in   number   for   talking   about   the   sport,   they   ranked   higher   when   it   came   to   attending   the   event.  This  does  throw  light  upon  the  Spending  Power  of  Women  and  it  is  important  that  businesses   understand  this  potential  and  target  them  through  Social  Media,  but  using  a  customized  approach   which  goes  deeper  into  understanding  their  mindset.   The  marketer  has  evolved  and  must  undergo  a  MindShift  towards  adopting  Social  Media  Research  as   a   vital   element   of   understanding   their   consumer   and   competition   better,   as   well   as   to   forecast   future  trends.       We   look   forward   to   a   business   and   consumer   MindShift   towards   creating   an   insightful   digital   outreach.            
  • 22. • © M i n d S h i f t I n t e r a c t i v e • 2 0 1 1 F o r m u l a 1 S o c i a l M e d i a S t u d y • • w w w . m i n d s h i f t i n t e r a c t i v e . c o m • + 9 1 - 9 8 2 0 0 7 1 5 1 7 •     Research  Methodology   Campaign  Duration:  October  1  –  November  2,  2011   Our  Methodology:   a) An   extensive   research   was   conducted   on   Formula   1   and   the   brand   associations/   sponsorships  for  it.   b) Around  250  Keywords  were  selected  on  the  basis  of  Search,  Relevance  and  Recall.   • Search   –   Keywords   that   were   being   looked   at   in   local   and   global   searches,   authenticated  by  Google  Keyword  Tool.  (via  Tools  and  statistical  data)   • Relevance  –  On  the  basis  of  the  campaigns/  associations,  a  few  keywords  were  being   added   during   the   timeline   for   more   effective   results.   (via   Extensive   Research   and   Relevant  Data)   • Recall   –   Whilst   surveying   audiences   we   captured   keywords   that   connected   them   back  to  the  sport   c) Five  brands  were  selected  basis  high  mentions  and  popular  conversations  during  the  initial   conversation  tracking.     d) Conversations  were  tracked  and  logged  through  our  tools  and  manual  verifications  through   MindShift  Metrics,  segregated  within  Qualitative  and  Quantitative  categories.   e) Conversations   were   filtered,   shortlisting   mentions   of   the   Indian   event   or   any   relevant   connection  was  logged  to  the  Indian  Grand  Prix.       f) Social  Media  platforms  were  selected  on  the  basis  of  high  engagements  that  were  seen   g) A  total  set  of  2000  conversations  were  filtered  and  tracked,  and  an  analysis  was  made  on  the   basis  of  that.     h) Categories  Logged  started  with  website  name,  platform,  links,  post,  post  date,  age,  gender,   location,  AIDA  categorization,  Impact  scorecard,  etc.   i) MindShift  Metrics  team  Research  Analysts,  Behaviour  Analysts  and  Social  Media  consultants   j) Outcome/  Analysis  –  The  report  covers  the  findings  of  the  data  collated  and  an  analysis  of   the   same.   Outcomes   are   dependent   on   the   methodology   followed   and   the   conversation   points  and  do  not  represent  our  personal  views  or  any  bias  for  any  brand.     k) The  report  covers  associations  and  discussions  basis  their  own  judgement  and  does  not  hold   any   responsibility   towards   being   questioned   on   the   exclusion   of   certain   associations   or   conversations.  The  insights  and  learning’s  are  based  on  findings  by  MindShift  Interactive  Pvt.   Ltd.  and  are  in  no  way  meant  to  impose  opinions  onto  others.   l) Users  of  this  data  may  do  so  provided  Copyrights  are  maintained  by  MindShift  Interactive.   m) Formula  One,  as  a  brand  has  many  associations  and  sponsorships  that  this  report  ma  not   have  covered,  due  to  its  objective  and  strategic  goals.  MindShift  Interactive  has  prepared   this  report  on  the  basis  of  research  findings  and  converting  insights  into  learning’s  deemed   fit   to   disseminate.   All   opinions   are   of   the   Company   and   in   no   way   mean   to   reflect   upon   others  thoughts  or  emotions.  Conversations  and  associations  not  tracked  in  this  report  are   towards  creating  a  subset  of  organized  findings.   n) Social  Media  is  a  huge  canvas  and  100%  accuracy  with  respect  to  data  is  a  challenge  due  to   its   real   time   and   ongoing   conversations.   Also,   Unavailability   of   data   in   the   future   due   to   security  issues  could  lead  to  a  difference  of  opinion.   For  any  queries  on  our  Methodology  or  to  get  a  detailed  list  of  our  Terms  and  Conditions,   please  get  in  touch  with  us  on  contact@mindshiftinteractive.com        
  • 23. • © M i n d S h i f t I n t e r a c t i v e • 2 0 1 1 F o r m u l a 1 S o c i a l M e d i a S t u d y • • w w w . m i n d s h i f t i n t e r a c t i v e . c o m • + 9 1 - 9 8 2 0 0 7 1 5 1 7 •         About  MindShift  Interactive   "To  deliver  legendary  Outreach,  experience  a  MindShift."     MindShift   Interactive   is   an   Insightful   Digital   Outreach   powerhouse,   that   provides   business   with   a   data-­‐centric  approach  towards  achieving  an  impactful,  innovative  and,  most  of  all,  sustained  Social   Media  presence.     We  recreate  brands  in  a  truly  Social  environment  by  gathering  insights  not  only  from  the  outlook  of   your  people  affected  by  the  actions  of  your  brand,  but  also  from  a  business  viewpoint.     Our  expertise  in  Social  Media  and  Research  assures  your  business  an  insight  on  how  to  honestly   create  long-­‐term  engagement  with  consumers  that  delivers  a  MindShift.     MindShift   Interactive   Private   Limited   is   the   parent   company   of   MindShift   Digital   and   MindShift   Metrics,   our   Social   Media   Outreach   Agency   and   Social   Media   Research   Company   respectively.   Combined  together,  they  give  your  business  an  insightful  and  innovative  Social  Media  Outreach.       MindShift  Metrics  helps  you  make  sense  of  the  data  available  over  digital  platforms  and  MindShift   Digital  takes  over  to  convert  insights  into  strategies  that  ensure  a  rich  Social  Media  presence  that  is   intelligent,  engaging  and  crosses  boundaries  of  innovation.     Get  in  touch  with  us:   210,  Parvati  Industrial  Estate,  New  Sun  Mill   Compound,  Lower  Parel,  Mumbai  –  400013,  India.   +91  98  2007  1517   contact@mindshiftinteractive.com     www.mindshiftinteractive.com     Join  MindShift  on  Facebook  at   http://www.facebook.com/MindShiftInteractive  

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