Case study, Samsung Football by Tom Chapman

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Presented at the CIPR Wessex Social Media fast facts workshop on 22nd July 2009

Presented at the CIPR Wessex Social Media fast facts workshop on 22nd July 2009

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Transcript

  • 1. Samsung Football Social Media & Digital PR Case Study
  • 2. Headstream were approached to support Samsung’s Award Wining Sponsorship of Chelsea FC and raise awareness / buzz of the www.samsungfootball.co.uk Background
  • 3.
    • Increase share of voice within social media
    • Drive traffic to samsungfootball.co.uk
    • Drive signups to Experience Football competitions
    OBJECTIVES
  • 4. 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?
  • 5. FINDINGS PRE SOCIAL MEDIA OPTIMISATION
  • 6. 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
  • 7. Social media optimisation strategy Insight Monitoring Micro-blogging Social networks Blogs & Communities Reporting Engagement Video & Photo Sharing Wikipedia SMO STRATEGY
  • 8. Blog Coverage COVERAGE We linked with popular blogs to drive traffic and raise awareness of the Samsung Football site
  • 9. Promotions & Partnerships COVERAGE We partnered with key media outlets to raise awareness of the Samsung Football site
  • 10. Facebook COVERAGE We used the Samsung Football Facebook page as a platform to enter into and create conversations with Facebook users
  • 11. Forums & Communities COVERAGE We entered into communities to foster conversations and generate buzz around the Samsung Football site
  • 12. 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
  • 13. SEO COVERAGE The Samsung Football site underwent SEO to improve it’s position in search engines, in return helping to drive traffic
  • 14. Twitter COVERAGE Through Twitter we were able to start conversations and actively engage users:
  • 15. Twitter RESULTS ANALYSIS For the Chelsea v Liverpool Champions League game we created meme using the hash tag #chelseaCL.
  • 16. Twitter RESULTS ANALYSIS Through Twitter we have converted audience to advocates.
  • 17. Twitter RESULTS ANALYSIS In comparison to another identical website ‘Puma Motorsport’ that is social media optimised, the Samsung Football site has considerably more mentions.
  • 18. 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.
  • 19. Blogs 29% Promotions & partnerships 47% 6% 1% 1% BREAK DOWN OF TRAFFIC REFERRERS 9% 7% forums
  • 20. 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
  • 21. THANK YOU