Why Social Data Matters? Case Study I - Rajasthan Royals Case Study II - Shane Warne Cricket

1. Analysing
Social Data
Presented by: Andrew Jude Rajanathan | Nov 2013

2. Contents
1
Why Does Social Data Matter?
2
Case Study I
3
Case Study II
4
Concluding Thoughts

3. Why does
Social Data
Matter?

4. These platforms have created a myriad of social
data. The data has created an
enormous opportunity
for brands to achieve their goals.

5. So, social data comes from…

6. Paid
Internet Advertising
PPC – Search
Marketing
Mobile
Advertising
Sponsorships
Paid
Applications

7. Paid
Owned
Internet Advertising
Social Media
(Pages and Feeds)
PPC – Search
Marketing
Word of
Mouth
Mobile
Advertising
User
Forums
Sponsorships
News, PR,
Announcements
Paid
Applications
Blogger
Relationships

8. Paid
Owned
Internet Advertising
Social Media
(Pages and Feeds)
PPC – Search
Marketing
Word of
Mouth
Mobile
Advertising
User
Forums
Sponsorships
News, PR,
Announcements
Paid
Applications
Blogger
Relationships
Earned
Brand and Product
Websites
Mobile Brand and
Product Websites
Proprietary Mobile
Applications
Customer
Care Services
Proprietary
Blogs

9. But social data is still not
clearly understood…

10. Thankfully there is a universe of third
party tools that can help us
understand all this social data

11. Case Study I
Managing a
brand in
real time

12. Rajasthan Royals – The current situation
FOLLOWERS
172,856
FOLLOWING
332
SENTIMENT
TWEETS
80/100*
50+ = positive
15,528
*Topsy Sentiment Score – First 180 days (2013)
STRATEGY
Objectives
• Build the largest follower base out
of all the IPL cricket teams on Twitter
• Identify and engage brand advocates
to lead supporters communities
• Manage the brand in a real time
Approach
• 5-10 daily posts including media (video, photo, sound)
Call to Action
• Encourage users to Retweet your content
• Use clear language to tell users what you‟d like them to do
RECOMMENDATION: Use Media in Tweets to drive more engagement.

13. League Table – Where do the Rajasthan Royals Stand?
IPL 2013 Teams – Follower Base
Chennai Super Kings
Kolkata Knightriders
Mumbai Indians
Royal Challenger Bangalore
Rajasthan Royals
Delhi Daredevils
Kings XI Punjab
Sunrisers Hyderbad
Pune Warrior India
0
50,000
100,000
150,000
200,000
250,000
300,000
350,000
400,000
450,000
The Rajasthan Royals have a strong follower base of 172,856. Overall the team sits right
in the middle if we compare them to the other IPL teams on Twitter. This is a great
opportunity for the team to think about creative ways to attract new followers and engage
new and existing audience.

14. Brand Advocates – Who are your biggest influencers on Twitter?
The key influencers can be split into four groups:
1. Celebrities (Sports/Film/Entrepreneurs)
2. Fortune 500 companies
3. IPL & Individual IPL Team
4. Cricket Specific Twitter Accounts
Action: Target these groups to act as advocates for your brand!

15. Reach – How many people can I reach?
The Topsy reach estimator indicates the Rajasthan Royals have enormous reach in India
(Population 1.2 billion). These means for them to grow their audience they have a large pool of
potential followers to deliver a compelling and entertaining message to especially during cricket
tournaments during the year.

16. Sentiment Analysis – How do users feel about The Rajasthan Royals?
The Topsy sentiment score for @rajasthanroyals was 80 for the first six months of 2013. This
compares favorably to the average Topsy sentiment score of 69.6 for 2012. Overall sentiment
towards the Rajasthan Royals is very positive with over 35,000 positive tweets sent by users
on Twitter.
16

17. Case Study II
Driving
Downloads

18. Shane Warne – The current situation
YouTube
Twitter
Facebook
100K
1.1M
18K
Mobile Game
Goal: Leverage all of Shane Warne‟s Assets to drive game downloads

19. Twitter Mirror
The IPL and Twitter worked
together to create the
♯TwitterMirror. This would
help advertisers or IPL fans to
„join the conversation‟ and
contribute to the discussions
taking place on the platform.
Learnings:
Simple Tweet Copy
Real Time Images
Branded Hashtags

20. Shane Warne Cricket – Using Twitter to drive downloads
FOLLOWERS
700
ENGAGEMENTS
1290
SENTIMENT
TWEETS
61/100*
50+ = positive
1650
*Topsy Sentiment Score – First 180 days (2013)
STRATEGY
Objectives
• Promote downloads of the app
• Embed into cricket community
• Curate and manage game community
Approach
• 7-10 posts per day
• Mixing opinion, game and product specific tweets (1:1:1)
Call to Action
• Download the app
• Review the app (40 app store reviews prompted)
• Give an opinion on the IPL or world cricket
• Give feedback on the app

21. Advertising Strategy
Driving Users To A Space Where They Can Be Monetized

22. Case Study I
Case Study: Chris Gayle Record Breaker
This Tweet informed users Chris
Gayle broke nine records against
Pune Warriors India! The Tweet
was shared within 30 seconds of
appearing on Live TV and
generated 900+ Retweets and 200
Favorites.
Bold Headline Copy
Record Breaking Event
Timely & Visual Content
Branded Hashtags
RESULT: Campaign led to a 20% uplift in downloads

23. Case Study II
Case Study: IPL Money Ball
This Tweet informed users that the
Rajasthan Royals squad cost is
less than one third of the Mumbai
Indians. The Tweet generated 100+
Retweets and 24 Favorites and
achieved 1,402x its normal reach.
Informative Statistic
Timely
Visual Content
Branded Hashtags
RESULT: Campaign led to a 12% uplift in downloads

24. Case Study II
Reach
These Tweets reached 2.6M potential users on Twitter. The Tweet was sent out before yesterday‟s match
between the Rajasthan Royals and Mumbai Indians.
RESULT: Increased audience reach by 100% from previous week.

25. Concluding
Thoughts

26. Analysing
Social Data

27. Lets you
measure:
Frequency
Influence
Reach
Traffic
Activity
Conversations
Sentiment
Transactions

28. With a myriad
of tools like:
Alexa
Compete
ComScore
Quantcast
Crimson Hexagon
TweetDeck
Topsy
YouTube Insights

29. Social data
helps you:
Increase Engagement
Enhance Brand
Create Customer Loyalty
And can help you
DRIVE REVENUE

30. “Social data should not be used just to make “big
moves” on the chess board. It‟s about the little
moves made every day that eventually lead up
to a major win.”
- Jay Baer

31. Thank You!
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