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    Sports Sports Presentation Transcript

    • PoweredSports Buzz in India bySocial Media Intelligence Report © 2011 Simplify360 © 2011 Simplify360
    • Key Objectives To help Brands identify sports for their Sports Sponsorship Strategies. • Discover popular sports beside cricket that people are talking about in India. • Identify online platforms where people are actively discussing these sports. • Understand the demographics of people talking about these sports. © 2011 Simplify360
    • Methodology LISTENING Relevant sports keywords were tracked in social media using Simplify360. DATA SAMPLE 15 days conversation was collected for the analysis purpose. ANALYSIS Key metrics like age, gender, sentiments were calculated using Simplify360 AnalyticsTM. © 2011 Simplify360
    • SportSponsorship―Activation‖—promotions, competitions, television advertising during breaks, corporatehospitality and so forth—might multiply the sponsor’s budget two or three times over,and it is vital. ―In sponsorship it’s not what you have, it’s what you do with it,‖ says JoeTripodi, chief marketing officer of Coca-Cola. ―It’s all about activation.‖ – 2008Economist © 2011 Simplify360
    • Brands Value Sport Sponsorships … 8,500 Sports Sponsorship Market 2009 (in crores, INR ) India 320,000 USA Indias sports sponsorship market is estimated at $250 million per year* 450 *Source – sportzpower.com 50,000 Annual TV Ad Spends Sports Sponsorship Spends*Source – tamindia.com © 2011 Simplify360
    • © 2011 Simplify360Image Credits : www.telegraph.co.uk
    • Why Social Media Insights? Age Demographics of Indian Facebook Users 1%1% High presence of target audience 3% on social media. 5% 18-24 7% 25-34 16-17 The total number of Facebook 8% 35-44 users in India is reaching 47% 13-15 48 Million and grew by more 45-54 than 6 Million in the last 55-64 6 months. 28% 65-0 *Source - SocialBakers © 2011 Simplify360
    • Sports Online Buzz in IndiaTwitter Mentions of 6 major sports beside cricket. 33,912 2,325 8,859 1,828 2,477 921*Data Source – 15 days data from Simplify360 © 2011 Simplify360
    • Soccer | Football Keywords Used Football, Soccer, FIFA, EuroCu p, UEFA, EPL, "Mohan Bagan", "East Bengal", "Bhaichung Bhutia" © 2011 Simplify360
    • Buzz Analysis 10% Age Distribution Top Cities Positive 17% Mumbai 12% 31% 31% Negative 13-17 59% Kolkata 9% Neutral 83% 26% 18-25 Bangalore 6% 26-35 Twitter Facebook 33% 36-45 Delhi 5% 1% 10%1 99% Others 68% 1 In 15 Days : 33,912 Twitter Mentions Soccer coverage is close Annualized to 41% of all Twitter No. of Twitter Mentions : 0.8 Million Audience (12 M) or 4.95 Unique Mentions : 0.5 Million ** M. * Estimated reach is 10 times the unique mentions. ** 60% unique estimated over a period of 1 year. © 2011 Simplify360
    • F1 | Formula 1 Racing Keywords Used "Force India", F1, "Formula One", "Formula 1" © 2011 Simplify360
    • Buzz Analysis 11% Positive Age Distribution Top Cities 24% Negativ 29% e Bangalore 11% 39% 50% 13-17 Neutral 76% 18-25 Mumbai 10% 44% 26-35 36-45 Delhi 7% Twitter Facebook 1% 21% Others 73%1 99% 5% 1 In 15 Days: 8,859 Twitter Mentions Soccer coverage is close Annualized to 11% of all Twitter No. of Twitter Mentions = 0.21 Million Audience (12M) or 1.13 Unique Mentions = 0.13 Million ** M. * Estimated reach is 10 times the unique mentions. ** 60% unique estimated over a period of 1 year. © 2011 Simplify360
    • Tennis Keywords Used Tennis, "Sania Mirza", "Somdev", "Mahesh Bhupathi", "Leander Paes" © 2011 Simplify360
    • Buzz Analysis Age Distribution Top Cities 25% Positive 36% Mumbai 14% Negative 9% 54% 66% Neutral 13-17 64% Bangalore 8% 18-25 26-35 Delhi 7% 24% Twitter Facebook News Blogs 36-45 1% 17% Others 71%1 97% 1% 5% 1% 1 In 15 Days: 1,608 Twitter Mentions Tennis coverage is close to Annualized 3.01% of all Twitter Audience No. of Twitter Mentions = 60 K (12 M) or 0.36 M. Unique Mentions = 40 K ** * Estimated reach is 10 times the unique mentions. ** 60% unique estimated over a period of 1 year. © 2011 Simplify360
    • Basketball Keywords Used ―Basketball‖, ―NBA‖, ―Kobe Bryant‖, ―Shaquille O’Neill‖ © 2011 Simplify360
    • Buzz Analysis Age Distribution Top Cities Positive 21% 26% Negative 23% 13-17 Mumbai 12%7% 67% Neutral 79% 18-25 Delhi 8% 42% 26-35 Twitter Facebook News Blogs Discussion Video 36-45 Bangalore 8% 1.3% 0.4% 0.3%0.2%0.1% 26%1 97.7% 9% Others 72% 1 In 15 Days: 2,325 Twitter Mentions Basketball coverage is close Annualized to 2.83% of all Twitter No. of Twitter Mentions = 56 K Audience Unique Mentions = 31 K** (12 M) or 0.34M. * Estimated reach is 10 times the unique mentions. ** 60% unique estimated over a period of 1 year. © 2011 Simplify360
    • Golf Keywords Used ―Golf‖, ―Jeev Milkha Singh‖, ―Arjun Atwal‖,‖Tiger Woods‖ © 2011 Simplify360
    • Buzz Analysis 10% Age Distribution Top Cities Positive 17% Mumbai 12% 31% 31% Negative 13-17 59% Kolkata 9% Neutral 83% 26% 18-25 Bangalore 6% 26-35 Twitter Facebook 33% 36-45 Delhi 5% 1% 10%1 99% Others 68% 1 In 15 Days: 1,828 Twitter Mentions Golf coverage is close to Annualized 2.22% of all Twitter No. of Twitter Mentions = 44 K Audience Unique Mentions = 30 K ** (12 M)or 0.27 M * Estimated reach is 10 times the unique mentions. ** 60% unique estimated over a period of 1 year. © 2011 Simplify360
    • Chess Keywords Used ―Chess‖, "Vishwanathan Anand" © 2011 Simplify360
    • Buzz Analysis Age Distribution Top Cities 25% Positive 38% Negative Mumbai 11%9% 66% Neutral 23% 13-17 62% Bangalore 8% 42% 18-25 Twitter Facebook News Blogs 26-35 Delhi 4% 2%1%1% 36-45 26%1 96% Others 77% 9% 1 In 15 Days: 552 Twitter Mentions Chess coverage is close to Annualized 1.12% of all Twitter No. of Twitter Mentions = 22 K Audience (12 M) or 0.13M Unique Mentions = 10 K** * Estimated reach is 10 times the unique mentions. ** 60% unique estimated over a period of 1 year. © 2011 Simplify360
    • Prospect AnalysisBy 2014, 300 million Indians are expected to be online. By then Twitter and Facebookpopulation are estimated to be at least 36 million and 114 million.This will increase the online media reach by more than 3 times. © 2011 Simplify360 Image Credit: etcndsomemore.blogspot.in
    • Social Media AnalysisSummary © 2011 Simplify360
    • Key Insights Football is the most prominent sport after Cricket in India. Most of these sports are prominent in the youth population; possibly because of demographic bias in the online population. Sports by popularity Soccer and F1 are already targeted by some Rank companies for major sponsorship. Other Soccer sports remains fairly virgin. Formula 1 Basketball has the highest percentage of Teens following it. Tennis Highest buzz from age group above 36 years Basketball comes for F1, followed by Golf and Soccer. Golf Maximum percentage of Female Buzz is for F1, and minimum for Soccer. Chess © 2011 Simplify360
    • Social Media Management SaaS InfrastructureSimplify360 enables organizations to effectively implement social media concepts in tocore business functions. Powered by Simplify360 AnalyticsTM, we extend a sophisticatedand user-friendly environment to realize value via actionable intelligence.For more information visit : www.simplify360.com © 2011 Simplify360