Case study, Samsung Football by Tom Chapman

Samsung Football Social Media & Digital PR Case Study

Headstream were approached to support Samsung’s Award Wining Sponsorship of Chelsea FC and raise awareness / buzz of the www.samsungfootball.co.uk Background

Increase share of voice within social media
Drive traffic to samsungfootball.co.uk
Drive signups to Experience Football competitions
OBJECTIVES

Football is ubiquitous and social media is global Conversations are taking place Samsung needs to be there Football is all about tribes – so is social media WHY SOCIAL MEDIA?

FINDINGS PRE SOCIAL MEDIA OPTIMISATION

Physiotherapists Sports Science Students Referees & Footballers (grassroots) Football Fans, wannabe wags, sport photographers, Journalists & Media Trade & National Press Business, Marketing, Sports Sponsorship Football fans Chelsea fans EXPERIENCED FOOTBALL AUDIENCE

Social media optimisation strategy Insight Monitoring Micro-blogging Social networks Blogs & Communities Reporting Engagement Video & Photo Sharing Wikipedia SMO STRATEGY

Blog Coverage COVERAGE We linked with popular blogs to drive traffic and raise awareness of the Samsung Football site

Promotions & Partnerships COVERAGE We partnered with key media outlets to raise awareness of the Samsung Football site

Facebook COVERAGE We used the Samsung Football Facebook page as a platform to enter into and create conversations with Facebook users

Forums & Communities COVERAGE We entered into communities to foster conversations and generate buzz around the Samsung Football site

Wikipedia http://en.wikipedia.org/wiki/Terrace_(stadium) http://en.wikipedia.org/wiki/Changeroom http://en.wikipedia.org/wiki/The_Boot_Room http://en.wikipedia.org/wiki/Paul_Durkin http://en.wikipedia.org/wiki/Chelsea_F.C. http://en.wikipedia.org/wiki/Dermot_Gallagher http://en.wikipedia.org/wiki/Chelsea_F.C._season_2008-09 http://en.wikipedia.org/wiki/Stamford_Bridge_(stadium) http://en.wikipedia.org/wiki/Roman_Abramovich COVERAGE Links and content were added to relevant Wikipedia pages in order to drive traffic

SEO COVERAGE The Samsung Football site underwent SEO to improve it’s position in search engines, in return helping to drive traffic

Twitter COVERAGE Through Twitter we were able to start conversations and actively engage users:

Twitter RESULTS ANALYSIS For the Chelsea v Liverpool Champions League game we created meme using the hash tag #chelseaCL.

Twitter RESULTS ANALYSIS Through Twitter we have converted audience to advocates.

Twitter RESULTS ANALYSIS In comparison to another identical website ‘Puma Motorsport’ that is social media optimised, the Samsung Football site has considerably more mentions.

Twitter RESULTS ANALYSIS The graph shows that mentions of Samsung Football within the fastest growing social network and micro-blogging platform ‘Twitter’ are on a par with other major brand endorsements such as Nike and Adidas.

Blogs 29% Promotions & partnerships 47% 6% 1% 1% BREAK DOWN OF TRAFFIC REFERRERS 9% 7% forums

Campaign duration 30 th March – 29 th May 2009 Social media & Digital PR drove the largest volume of traffic as identified by Google Analytics Social Media & Digital PR 51% Samsung 37% Media display 12% PERFORMANCE

THANK YOU

Case study, Samsung Football by Tom Chapman

by CIPR Wessex on Jul 23, 2009

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