www.thinkintrepid.com




                                                                        ©


           John Terr...
A WEEK OF WEEKS FOR JOHN TERRY

                                                                      Vanessa Perroncel hi...
THE BIG QUESTIONS ANSWERED BY SOCIAL MEDIA MONITORING


       Is it all bad news for                    Has John Terry al...
IS IT ALL BAD NEWS FOR JOHN TERRY?
LOOKING AT SENTIMENT
ACROSS DIFFERENT SOCIAL
MEDIA




                                ...
JOHN TERRY IS GETTING COVERAGE IN ALL SOCIAL MEDIA CHANNELS
VOLUME OF POSTS BY CHANNEL                                    ...
NOT ONLY IS HE GETTING COVERAGE, BUT IT IS FOCUSED ON FOOTBALL



   VOLUME OF SOCIAL MEDIA POSTS
   BY TOPIC (28th Jan – ...
CAN BEING A HERO ON THE FOOTBALL
FIELD MAKE UP FOR BEING A VILLAIN
OFF THE FIELD?
LOOKING THROUGH THE
TWITTER LENS




   ...
WHAT A DIFFERENCE A DAY MAKES WHEN YOU ARE JOHN TERRY

                                                                  T...
FACT: SCORING ON THE FIELD WINS YOU MORE FANS THAN SCORING OFF THE FIELD


 Twitter posts to #teamterry and #teambridge   ...
HAS JOHN TERRY ALIENATED GENUINE
FOOTBALL FANS?
ANALYSIS OF POSTS IN KEY FAN
FORUMS




                                  ...
THE FAN PERSPECTIVE ON THE FOOTBALLER / PHILANDERER DEBATE
     SENTIMENT WITHIN KEY FAN FORUMS

                         ...
SO DID FABIO CAPELLO MAKE THE
RIGHT DECISION?
THE WISDOM OF CROWDS IN
SOCIAL MEDIA




                                DEV...
SHOULD JOHN TERRY HAVE BEEN FIRED AS ENGLAND CAPTAIN?

 The wisdom of the social media crowd                     So was Fa...
About the people who wrote the deck
INTREPID AND LIFT 9




© INTREPID 2010 ALL RIGHTS RESERVED   14   DEVELOPED IN PARTNE...
INTREPID AT A GLANCE


STRUCTURE:
•   Established in 1998
•   Offices in London and Seattle
•   30 executive employees acr...
TO FIND OUT HOW SOCIAL MEDIA INSIGHT AND MEASUREMENT CAN HELP YOUR BRAND CONTACT:




                              London...
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Thejohnterrystoryastoldonsocialmedia

  1. 1. www.thinkintrepid.com © John Terry: Footballer or Philanderer? The Social Media Story © INTREPID 2010 ALL RIGHTS RESERVED DEVELOPED IN PARTNERSHIP WITH
  2. 2. A WEEK OF WEEKS FOR JOHN TERRY Vanessa Perroncel hires Max Clifford, well known UK publicist A UK court lifts a media gagging and a tabloid bidding war breaks order preventing publication of out for Vanessa’s story. She is allegations about England and rumored to be offered over £1 Chelsea captain John Terry’s million to tell her story. private life. John Terry’s wife leaves with her family for a trip to Dubai and to A tabloid frenzy breaks out think about her next move. Tabloid accusing John Terry, married consensus is that she will file for father of two of having an affair divorce. with Vanessa Perroncel Girlfriend of his England and Chelsea team mate Wayne Bridge. Vanessa Perroncel is linked with another Premiership footballer and the tabloids turn the spotlight on The Sunday Tabloids go to town. her. The News of the World who broke the story dedicate 10 pages to The Truth about Terry . Meanwhile John Terry announces Chelsea Chelsea win 2-1 against Burnley have granted him a leave of and John Terry scores the winning absence to focus on his family life goal. and will miss Chelsea's FA cup match against Cardiff on February Chelsea Manager Carlo Ancelotti 13th. come out in support of John Terry and affirms his commitment to Vanessa Perroncel states that she Terry as a player and a person. The will NOT be telling her side of the first of 29 user generated videos story to any newspapers. mocking John Terry were posted on John Terry is finally stripped of the YouTube. England Captaincy by Fabio Capello. © INTREPID 2010 ALL RIGHTS RESERVED 2 DEVELOPED IN PARTNERSHIP WITH
  3. 3. THE BIG QUESTIONS ANSWERED BY SOCIAL MEDIA MONITORING Is it all bad news for Has John Terry alienated Terry? genuine football fans? NOT REALLY NO Forum contributors and bloggers are According to football forums giving him the benefit of the doubt Can being a hero on the football field make up for Did Fabio Capello make being a villain off the the right decision? field? YES MAYBE NOT: According to twitter If you believe in the wisdom of crowds © INTREPID 2010 ALL RIGHTS RESERVED 3 DEVELOPED IN PARTNERSHIP WITH
  4. 4. IS IT ALL BAD NEWS FOR JOHN TERRY? LOOKING AT SENTIMENT ACROSS DIFFERENT SOCIAL MEDIA DEVELOPED IN PARTNERSHIP WITH
  5. 5. JOHN TERRY IS GETTING COVERAGE IN ALL SOCIAL MEDIA CHANNELS VOLUME OF POSTS BY CHANNEL SENTIMENT BY CHANNEL Video/Photo Forums sharing Social Network OVERALL SENTIMENT METRICS Blogs 2% 1% 5% CHANNEL 4% positive neutral negative Mainstream 12% TWITTER 15% 17% 69% Microblog FORUM 34% 22% 44% 76% BLOGS 19% 53% 28% It is not ALL bad for Terry – at least from a channel perspective. YOU TUBE 18% 22% 60% If you are looking for the upside, blogs and forums are the least negative channels. These are also the channels where points are argued and thought out and opinions are made. On balance , they are sharing balanced opinions and neutral views rather than assassinating Terry’s SENTIMENT BY CHANNEL character. The real bloggers have left that to the tweeters. Although Twitter and other microblogs account for over two thirds of posts and sentiment is negative, twitter posts are of the moment, short lived and as you will see later, can shift quickly and dramatically. Video may not a major channel but as anyone who has spent any time on the football terraces will know, football fan’s chanting can be very cruel indeed. Their user generated videos are no more merciful. The most viewed John Terry You Tube video is a parody of Michael Jackson’s Beat It, to the refrain of He Cheated. To date, it has received over 46,000 views since its first posting on Jan 30th. http://www.youtube.com/watch?v=1kou5mgu7XM DEVELOPED IN PARTNERSHIP WITH
  6. 6. NOT ONLY IS HE GETTING COVERAGE, BUT IT IS FOCUSED ON FOOTBALL VOLUME OF SOCIAL MEDIA POSTS BY TOPIC (28th Jan – 2nd Feb) • The publicity around John Terry’s private life undoubtedly started the 1200 social media fire. 1000 • But in only 8 days, his strong 800 performance on the field and his undeniable sporting skills 600 have meant that the 400 conversation has quickly moved from Terry the 200 philanderer back to Terry the 0 footballer. John Terry John Terry John Terry John Terry • Footballer 1 – 0 Philanderer as and and affair England Chelsea football Captain DEVELOPED IN PARTNERSHIP WITH
  7. 7. CAN BEING A HERO ON THE FOOTBALL FIELD MAKE UP FOR BEING A VILLAIN OFF THE FIELD? LOOKING THROUGH THE TWITTER LENS DEVELOPED IN PARTNERSHIP WITH
  8. 8. WHAT A DIFFERENCE A DAY MAKES WHEN YOU ARE JOHN TERRY Terry scores the winning goal in Brand Terry • Only time will tell but early Chelsea’s 2-1 victory stays in the indications are that people want Terry is not big over Burnley news for the to forgive John Terry because news on social right reasons: he is a great footballer. media - 1-5 posts The first of 29 videos a footballer per day in the lead The news story about John Terry is trying to sort • Terry’s goal against Burnley up to the story breaks published on You Tube out his life gave fans and social 3800 commentators an opportunity to change the conversation from Terry the philanderer to Terry 3300 the footballer • This switch in content drove a 2800 switch in sentiment : forgiveness and empathy 2300 emerged. FROM …… 1800 John Terry has done a ‘Tiger ……TO 1300 Woods', only its more serious I hope Terry will Focus on coz it involves 800 Focus on philandering be able to cope football = his ex team = negative sentiment with his family improving mate Wayne problem & idiotic sentiment Bridge 300 tabloids. To me he still is the best football player. 0 -200 25th Jan 26th Jan 27th Jan 28th Jan 29th Jan 30th Jan 31st Jan 1st Feb DEVELOPED IN PARTNERSHIP WITH
  9. 9. FACT: SCORING ON THE FIELD WINS YOU MORE FANS THAN SCORING OFF THE FIELD Twitter posts to #teamterry and #teambridge • #Teambridge and #teamterry between Jan 30th and Feb 1st kicked off on the 29th when the story broke. Both brands fans ran head to head until ‘The Goal’. • Between the 30th of January and the 1st of February, supportive posts for John Terry outstripped support for Wayne Bridge 3 to 1. • If this was a game of twitter top trumps: football skill 190 600 tweets trumps philandering intrigue tweets which in turn definitely #teambridge trumps Bridge’s cuckold status. #teamterry • Footballer 2 – 0 Philanderer DEVELOPED IN PARTNERSHIP WITH
  10. 10. HAS JOHN TERRY ALIENATED GENUINE FOOTBALL FANS? ANALYSIS OF POSTS IN KEY FAN FORUMS DEVELOPED IN PARTNERSHIP WITH
  11. 11. THE FAN PERSPECTIVE ON THE FOOTBALLER / PHILANDERER DEBATE SENTIMENT WITHIN KEY FAN FORUMS OVERALL SENTIMENT METRICS FAN FORUM SAMPLE THREAD POSTS positive neutral negative Manchester City Terry Injunction Lifted 222 8% 51% 41% Chelsea John Terry in alleged scandal 308 43% 33% 24% Should John Terry remain Manchester United England Captain 65 0% 0% 100% THE THEMES BEHIND THE SENTIMENT The Chelsea Fan view: The Manchester City Fan view: The Man United Fan view: MAINLY POSITIVE SENTIMENT: DOMINATING NEGATIVE SENTIMENT: NEGATIVE SENTIMENTS, • The fans see the footballer first. • Terry accused of sabotaging ARTICULATED THROUGH HUMOUR: England's World Cup chances. • The campaign to make Wayne • They empathize and agree that his Rooney England captain begins private life is his private life. His • How will Bridge and Terry play here. footballing future should be together? defined by his footballing skill. • Jokes like ‘ Well he has certainly • Terry is considered to have burned his bridges with Wayne’ PRAGMATIC NEGATIVE SENTIMENTS: crossed a line in male etiquette – show the Man U fans’ glee at • Key theme is DISAPPOINTMENT. a team mate’s girlfriend is Terry’s actions. Terry was a respected father figure definitely off limits. on and off the field. They feel conned by Brand Terry. Footballer 3– 0 Philanderer © INTREPID 2010 ALL RIGHTS RESERVED 11 DEVELOPED IN PARTNERSHIP WITH
  12. 12. SO DID FABIO CAPELLO MAKE THE RIGHT DECISION? THE WISDOM OF CROWDS IN SOCIAL MEDIA DEVELOPED IN PARTNERSHIP WITH
  13. 13. SHOULD JOHN TERRY HAVE BEEN FIRED AS ENGLAND CAPTAIN? The wisdom of the social media crowd So was Fabio Capello right? • The social media universe has remained split on the issue of Terry’s England captaincy. • Based on the voice of social media, we’d have to say no. John Terry is clearly loved as a footballer and is being • People who understand and love football see that his quickly forgiven for philandering. leadership of the England team is critical to both • Terry was quickly judged for his off field behaviour, but the performance and morale in the England camp. value he brings to English football when wearing the captain’s armband is there for us all to see in blogs, fan • But, the more rational thinker see that the tabloids forums and most importantly on the football field. have done too much damage to Terry for him to have • Even on twitter, the initial vitriol on his affair has moved credibility. from moral posturing to talking about what matters – who should lead England to victory in this years World Cup. A SELECTION OF ONLINE POLLS • It is the tabloid press who have forced Fabio’s hand in YES NO THAT TOOK PLACE THIS WEEK taking the decision to let John Terry go. Only two weeks ago the same newspaper that broke the story were guardian.co.uk 61% 30% heralding Terry as the only man to lead the England team into their World Cup preparations. • So what is the message to Fabio Capello? Uk.toluna.co.uk 54% 46% • No matter how you feel about what has happened, this is not about morality, it is about something much more important: Football. Thefootballnetwork.net 50% 50% • We all hope that you are right and we are wrong as right now the final score feels like: Forums.electronicarts.co.uk 48% 52% • Tabloids 1 – 0 Football Sticksports.com 43% 57% Thisislondon.co.uk 31% 69% © INTREPID 2010 ALL RIGHTS RESERVED 13 DEVELOPED IN PARTNERSHIP WITH
  14. 14. About the people who wrote the deck INTREPID AND LIFT 9 © INTREPID 2010 ALL RIGHTS RESERVED 14 DEVELOPED IN PARTNERSHIP WITH
  15. 15. INTREPID AT A GLANCE STRUCTURE: • Established in 1998 • Offices in London and Seattle • 30 executive employees across the two sites • Approved government suppliers for HMRC, COI, DWP, BusinessLink and PADA in the UK • Approved global research and insight vendors for Amex, GE and Microsoft CAPABILITIES: • Full suite of qualitative and quantitative data collection techniques including ethnographic practice • Analytics • Social media monitoring and consultancy • Video production and materials design • Digital research specialism including community development and management • Insight embedding • Workshops and story telling © INTREPID 2010 ALL RIGHTS RESERVED 15 DEVELOPED IN PARTNERSHIP WITH
  16. 16. TO FIND OUT HOW SOCIAL MEDIA INSIGHT AND MEASUREMENT CAN HELP YOUR BRAND CONTACT: London Office Seattle Office Westbourne Studios 124 NW Canal Street Studio 130 Seattle, 242 Acklam Road Washington London 98107–4933 W10 5JJ USA Great Britain T: +44 (0)20 7524 7900 T: +1 206 547 1588 F: +44 (0)20 7524 7901 F: +1 206 547 0773 liz.high@thinkintrepid.com misia.tramp@thinkintrepid.com PO Box 4025 Seattle, Washington 98104 USA +1 206.601.1610 warren.sukernek@lift9.com © INTREPID 2010 ALL RIGHTS RESERVED 16 DEVELOPED IN PARTNERSHIP WITH
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