Social Mobile Insight from Football World Cup 2010

SOCIAL MOBILE INNOVATIONS FOOTBALL WORLD CUP 2010 www.digitaltrainingcompany.com

Overview
Digital Training Company provides inspiring and engaging bespoke digital training and coaching.
We've trained some the most high profile individuals and organisations in the UK from blue chip brands to government, from CEOs to marketing managers. Clients have included Number 10, C-level executives, National Magazine Company, WPP agencies, Cabinet Office and MPs.
At Digital Training Company, we are renowned for the exceptional quality of our senior digital trainers and coaches. Feedback from our delegates and coachees is consistently outstanding.
We regularly run digital trendwatch briefings and provide reports for our clients to ensure that they remain at the cutting edge of digital.
This document outlines key audience insight into use of social media and mobile by consumers during the World Cup in 2010.
The data was gathered by ESPN in collaboration with the IAB and represents a useful insight into how consumers have used these mediums to engage with the World Cup as well as the future trends we should all be looking out for.
We then explore two case studies of the brands that won out through use of social mobile and outline the techniques they used to engage their audiences in vast numbers.
www.digitaltrainingcompany.com

Research Methodology
Quantitative online survey exclusive to ESPN Fanforum panel members
Sample size = 198 respondents
All ABC1 male sports fans
Age profile: 27% 16-34 years, 28% 35-44 years, 31% 45-54 years, 15% 55+ years
88% regularly consume sport content on the internet , 64% ‘very often’ and 24% ‘somewhat often’
www.digitaltrainingcompany.com Source : ESPN Sports Fans Panel

Research Findings Summary
44% were likely to watch and share videos, while almost a quarter (24%) were likely to visit dedicated Facebook pages.
A quarter (26%) expect to watch weekday World Cup matches via the internet at work, while a third (33%) said they were more likely to watch games online in 2010 compared to 2006.
When asked when they’d be most likely to comment on a World Cup website, 17% said they’d choose to before a game, 21% would afterwards and only 7% would during a game.
18% of men planned to listen to podcasts and 18% said they would be downloading World Cup apps to their mobiles.
Mobile has become increasingly important to fans, with 41% of respondents likely to text a friend before the match, 43% during and 45% afterwards.
27% said they were more likely to follow games on their mobiles in 2010 compared to 2006, and 8% were more likely to watch games on their mobiles.
Just over half (55%) of the panel said they were taking part in World Cup competitions online.
Sponsorship resonates, particularly with 16 – 34 year olds
Sports fans (88%) don’t mind that World Cup activities (such as podcasts, videos, online games and competitions) are sponsored
Source : ESPN Sports Fans Panel www.digitaltrainingcompany.com

TV still the first choice for watching games; online & mobile growing How are you planning to watch games at the following times? (multi-selection possible, combination of answers below will show some options at over 100%) Source : ESPN Sports Fans Panel www.digitaltrainingcompany.com

Viewing habits are changing – online and mobile use increasing Compared to the last World Cup in 2006 do you agree or disagree that you will... Source : ESPN Sports Fans Panel www.digitaltrainingcompany.com

3D TV could be the standard technology in 2014 How do you expect to be watching the World Cup in 2014? Source : ESPN Sports Fans Panel www.digitaltrainingcompany.com

Online competitions and videos are most popular additional activities Which of the following are you likely to do during the World Cup? Source : ESPN Sports Fans Panel www.digitaltrainingcompany.com

Social media tools used more before & after games Please tell us when you are likely to do the following? Source : ESPN Sports Fans Panel www.digitaltrainingcompany.com

Mobiles becoming increasingly integral part of viewing experience
Compared to World Cup in 2006
8% of fans are more likely to watch games on their mobiles
27% of fans are more likely to follow games on their mobiles
43% of fans will also use their mobiles while watching games
9% of fans (increasing to 18% of 16-34 year olds with smart phones) have downloaded a World Cup App
11% of fans expect to watch the 2014 World Cup on their mobiles (19% of 16 – 34 year olds)

Majority of fans aged 16 – 34 will be using another device while watching Whilst watching games on TV, will you also be using your mobile, laptop, desktop or other devices Source : ESPN Sports Fans Panel www.digitaltrainingcompany.com

One in five fans 16 – 34 with smart phones download a world cup app Have you downloaded any World Cup apps yet? (base – all those with smart phones) Source : ESPN Sports Fans Panel www.digitaltrainingcompany.com

Sponsorship resonates, particularly with 16 – 34 year olds
25% of 16 – 34 year olds feel more favourable about brands that sponsor the World Cup (compared to 14% of those aged 35+)
15% of 16 – 34 year olds are even more likely to buy a product because of World Cup sponsorship

One in four 16 – 34 year olds feel more favourable about sponsors In general, how do you feel about brands that sponsor the World Cup Source : ESPN Sports Fans Panel www.digitaltrainingcompany.com

15% of 16 – 34 year olds are more likely to buy a sponsors’ product Are you more likely to buy a product from a brand that sponsors the World Cup? Source : ESPN Sports Fans Panel www.digitaltrainingcompany.com

The vast majority of sports fans don’t mind if activities are sponsored Do you mind if any of the activities you’ve performed (listening to podcasts, watching videos online, playing games online or taking part in competitions) are sponsored? Source : ESPN Sports Fans Panel www.digitaltrainingcompany.com

Key Insights for Brands
Where football clubs and brands should really be tapping into the enthusiasm of their target audience is around the games and at the football fans convenience, with great content and incentives to interact.
Matches aside, this research shows fans are ‘in to’ social media (whether they realise it’s called social media or not!) When ESPN asked what kind of online activity they’d be likely to engage in throughout the tournament, they found that the best way for Clubs and brands to hit a male audience is with polite, compelling games, apps and videos.
Twitter appeared to be the least significant social media strand of choice, with just 10% of respondents claiming to follow World Cup Twitter feeds.
By far the most popular activity was incentive-driven, with 55% of respondants taking part in World Cup competitions online.
A further 44% were likely to watch and share videos using sites such as YouTube, whilst almost a quarter (24%) were likely to visit dedicated Facebook pages.
Meanwhile 18% of men planned to listen to podcasts, whilst a pretty strong (considering UK smartphone penetration) 18% would be downloading World Cup apps on their mobiles.
Compared to World Cup in 2006
8% of fans are more likely to watch games on their mobiles
27% of fans are more likely to follow games on their mobiles
43% of fans will also use their mobiles while watching games
25% of 16 – 34 year olds feel more favourable about brands that sponsor the World Cup and
15% of 16 – 34 year olds are even more likely to buy a product because of World Cup sponsorship

Coca-Cola Click image to view campaign www.digitaltrainingcompany.com CASE STUDY Source : www.socialmediainfluence.com

Coca-Cola
There is no doubt that Coca-Cola has made an impressive mark online with its determined advertising and interactive social contest on YouTube, The Longest Celebration .
Through a centralized social media presence, it has experienced considerable fan growth: 1.4 million fans during the month-long tournament, as can be seen in this graph, which shows Facebook growth over the past few months.
Notice how much steeper the Facebook fan growth is during the last month of World Cup play.
www.digitaltrainingcompany.com CASE STUDY Source : www.socialmediainfluence.com

Coca-Cola
When looking at absolute size, Coca-Cola is the jugernaught too of World Cup sponsors with more than 7 million followers - a gain of greater than 20 per cent in just one month!
Coke also had the most positively steady growth over the entire period.

Adidas
Adidas was a close second to Coke throughout the tournament in terms of absolute gains. Most of its publicity came from its viral TV commercial and the controversial Jabulani ball.
Adidas was able to make the map with its Adidas Football shoe, a brand it hopes can attain Adidas Running and Adidas Original success.
In fact, in our initial social number count for Adidas at the beginning of the tournament we didn’t even consider the Adidas Football Facebook page because its fan presence was negligible compared to the Adidas Originals page , which had about 3 million fans.

Adidas
After a late start, it grew about 500,000 fans since the middle of the tournament and it now stands at 1.3 million fans. We can now see this online brand presence as an integral part of the overall Adidas online image.
And this final week, Adidas was the big winner with a whopping 1.4 million-follower gain across all channels.

Adidas
This impressive build up of the Adidas Football brand image online has also put Adidas ahead of Coca-Cola in terms of overall fan growth for the duration of the tournament, which can be seen in this chart depicting overall growth of the biggest social follower gainers.


Social Media & Mobile Training
Digital Training Company has been a pioneer in working with brands, businesses and organisations to build social media expertise. Headed by Training Director Kate Cooper who was previously Head of Social Media at the Cabinet Office, our social media training division combines both knowledge and competency building techniques to enable you to weave social media into the way you work.
Our social media training programmes are designed to build digital knowledge, capability and expertise in an inspiring way. They are highly experiential combining bleeding edge theory, case studies and audience insight with practical strategic frameworks and working models which enable you to apply your learnings back in the work place. You will leave not only able to talk the talk but also to walk the walk.
If you are interested in finding our how you can use social mobile in your marketing strategy, contact Digital Training Company about our Social Mobile Training courses.
Our Social Mobile Masterclass is a full day experiential workshop focusing on both the theory and practice surrounding social mobile strategy development and delivery.

Social Media Courses
Introductory
An Introduction to Social Media
An Introduction to Social Media Marketing
Social Media: Core Principles
Social Media Governance & Guidelines
Social Media Monitoring
Writing a Social Media Strategy
Social Media Field Trip
Masterclasses
Social Media Masterclass
Social Media Strategy Masterclass
Social Media Marketing Masterclass
Community Management Masterclass
Digital PR Masterclass
Social Mobile Masterclass
Specialist
Social Media for Brands
Social Media for SEO
Social Media for Customer Service
Social Media for HR
Social Media for Recruitment
Online Reputation Management
Digital PR
Targeting Young People through Social Media
Social Media for Premium Brands
socialmedia.gov
Skills
Community Management
Social Media Campaign Management
Managing Niche Communities
Twitter Workshop
Facebook Workshop
LinkedIn Workshop
Foursquare Workshop

Acknowledgements & Sources
For more information on this research go to:
http://www.iabuk.net/internetmarketingresearch
With thanks to:
NMA
www.nma.com
Internet Advertising Bureau
www.iabuk.net
ESPN
Social Media Influence
www.socialmediainfluence.com

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Social Mobile Insight from Football World Cup 2010

by Kate Cooper on Jul 15, 2010

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Social Mobile Insight from Football World Cup 2010 — Presentation Transcript