Formula 1 is all about speed, excitement, and glamour along with a thrill of what lies ahead. As teams and drivers geared up to race at the first ever Formula 1, brands worked towards connecting with their consumers. MindShift Interactive decided to track the event on Social Media and generate insights on how fans, sports enthusiasts, sportsmen, celebrities and brands reacted to this milestone event in India’s sporting calendar. How to use this report: If you’re keen to understand how to leverage Social Media for your business, would like to understand where businesses need to fill gaps, get an insight into the mindset of consumers on Social Media or if you followed the Formula 1 event and would like to know how it associated with Social Media and brands, this report will be a guide of insights for you.

1. • © M i n d S h i f t I n t e r a c t i v e • 2 0 1 1 F o r m u l a 1 S o c i a l M e d i a S t u d y •
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SOCIAL MEDIA STUDY ON
2011 FORMULA 1 INDIAN GRAND PRIX
Insights
on
Consumer
Sentiments
and
Brands
associated
with
Formula
One
NOVEMBER
2011
Sponsored
by:

2. • © M i n d S h i f t I n t e r a c t i v e • 2 0 1 1 F o r m u l a 1 S o c i a l M e d i a S t u d y •
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LETTER
FROM
MINDSHIFT
INTERACTIVE...
There
is
a
lot
of
speculation
and
thought
around
the
Social
Media
landscape
even
as
thought
leaders
predict
what
it
will
bring
along
next.
At
MindShift
Interactive
we
make
statements
based
on
insights.
Whether
it
is
to
predict
the
next
big
Social
Network
or
even
a
campaign
that
is
apt
for
your
business,
we
do
it
with
the
help
of
processes,
tools
and
a
team
of
Social
Media
and
Research
experts.
Social
Media
has
evolved
beyond
experimentation
and
has
been
acknowledged
as
the
new
marketing
tool,
a
tool
that
is
here
to
stay.
Some
businesses
have
accepted
this
shift;
investing
in
building
and
creating
a
significant
Social
Media
outreach.
While
this
evolution
is
a
necessity,
it
is
increasingly
important
for
businesses
to
translate
their
Social
Media
efforts
into
understanding
how
consumers
perceive
their
brand,
and
gather
intelligence.
Social
Media
is
a
space
where
vast
amounts
of
data
lie
to
help
businesses
understand
their
consumers,
create
competitive
advantage
as
well
as
forecast
trends
and
mindshifts
within
their
industry.
In
this
report,
we
showcase
Consumer
Sentiments
on
Social
Media
attached
with
the
2011
Formula
1
Indian
Grand
Prix,
hereon
referred
to
as
Formula
1,
that
was
held
from
October
28
until
30,
2011.
We
present
our
viewpoint
of
brands
and
their
ability
to
thoroughly
research
Social
Media
before,
during
and
after
any
activity
they
perform
in
order
to
learn
and
better
themselves
each
time.
If
you
are
pondering
over
starting
Social
Media
Marketing
or
are
already
onboard,
I
hope
these
findings
will
convince
you
of
the
need
to
create
Insights
about
your
business
and
your
Social
Media
presence
before
you
continue
investing
your
reputation
and
money.
Look
forward
to
creating
MindShifts
through
this
report.
Zafar
Rais
Chief
MindShifter
zafar@mindshiftinteractive.com
Know
what’s
happening
at
MindShift
Interactive:
Website
–
www.mindshiftinteractive.com
Facebook
–
www.facebook.com/MindShiftInteractive
Twitter
–
www.twitter.com/Mind_Shifters

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Table
of
Contents
Executive
Summary
4
Key
MindShifts
-­‐
Infographic
5
Brand
Associations
&
Campaign
Analysis
6
Platform
Analysis
10
Consumer
Analysis
12
Competition
Analysis
18
Key
Performance
Indicators
19
Key
Implications
21
Research
Methodology
22
About
MindShift
Interactive
23

4. • © M i n d S h i f t I n t e r a c t i v e • 2 0 1 1 F o r m u l a 1 S o c i a l M e d i a S t u d y •
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Executive
Summary
Formula
1
is
all
about
speed,
excitement,
and
glamour
along
with
a
thrill
of
what
lies
ahead.
As
teams
and
drivers
geared
up
to
race
at
the
first
ever
Formula
1,
brands
worked
towards
connecting
with
their
consumers.
MindShift
Interactive
decided
to
track
the
event
on
Social
Media
and
generate
insights
on
how
fans,
sports
enthusiasts,
sportsmen,
celebrities
and
brands
reacted
to
this
milestone
event
in
India’s
sporting
calendar.
A
few
touch
points
we
hope
to
create
a
MindShift
through:
o Brand
Associations
and
the
impact
of
their
campaigns
o Consumer
Perception
towards
Formula
1
o The
Correlation
between
Social
Media
and
Engagement
o Choosing
the
right
content,
campaigns
and
platforms
for
your
business
o Tracking
Social
Media
conversions
around
Formula
1
o Profiling
of
Target
Audiences
to
suit
Social
Media
requirements
o Competition
Analysis:
Cricket
or
Formula
1?
How
to
use
this
report:
If
you’re
keen
to
understand
how
to
leverage
Social
Media
for
your
business,
would
like
to
understand
where
businesses
need
to
fill
gaps,
get
an
insight
into
the
mindset
of
consumers
on
Social
Media
or
if
you
followed
the
Formula
1
event
and
would
like
to
know
how
it
associated
with
Social
Media
and
brands,
this
report
will
be
a
guide
of
insights
for
you.

5. • © M i n d S h i f t I n t e r a c t i v e • 2 0 1 1 F o r m u l a 1 S o c i a l M e d i a S t u d y •
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6. • © M i n d S h i f t I n t e r a c t i v e • 2 0 1 1 F o r m u l a 1 S o c i a l M e d i a S t u d y •
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Brand
Associations
Brands
Evaluated
Campaign
Impact
Brands
Campaign
Name
Campaign
Summary
Durat
ion
(day)
Social
Media
Platforms
Campaign
Impact
Airtel
–
Grid
Girls
A
reality
show
to
shortlist
48
faces
who
would
take
the
position
of
the
paddock
girls
in
the
circuit
32
Airtel
was
the
most
spoken
about
due
to
the
number
of
campaigns
and
their
brand
integration
with
F1.
An
online-­‐offline
connect
along
with
a
heavy
and
sustained
engagement
were
key
to
their
success.
Simulator
Challenge
Compete
with
the
fastest
drivers
in
the
country
and
record
the
best
lap
time.
32

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Ultimate
Race
Game
Online
Web
Racing
Game
32
F1
City
Drive
Fans
voted
for
a
city
they
wanted
to
see
the
F1
car
in
29
30,000
Fans
received
within
15-­‐20
days
of
campaign.
Pune
and
Ahmedabad
received
the
largest
response.
-­‐
Imitating
the
Noise
of
F1
Upload
a
video
on
Facebook
imitating
the
sound
of
an
F1
car
23
Digi
Racer
Game
Online
game
that
lets
one
drive
a
Renault
F1
car,
score
points
and
win
free
tickets
14
Yahoo
India!
-­‐
Racing
Cans
A
remote
control
car
race
in
Mumbai,
Delhi
&
Pune.
Winners
get
a
trip
to
Milton
Keynes,
UK,
home
of
Red
Bull
Racing
11
(Final
race
on
1
Oct)
-­‐
F1
Blogger
Hunt
Invited
bloggers
to
display
their
writing
skills
and
their
dedication
towards
F1,
particularly
the
Red
Bull
Racing
Team.
Winner
was
allowed
to
travel
with
the
Red
Bull
team
to
the
Speed
Street
event
in
Delhi.
25
Around
75
participants
and
selected
one
winner
Speed
Street
A
show
in
Delhi
where
the
Red
Bull
F1
drivers
would
tear
up
the
streets,
reaching
speeds
of
over
250kph.
1
-­‐

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Khardung
La
Red
Bull
Show-­‐Car
to
the
highest
road
in
the
world
suitable
for
four
wheelers
1
“I
had
a
great
time
during
the
#RBKhardungla.
I
never
thought
I'd
see
a
F1
car
in
my
State
much
less
at
that
height.”
–
Omar
Abdullah,
CM,
J&K
on
Twitter
Race
to
Fame
–
Life
in
the
Fast
Lane
A
Quiz
with
MTV
explaining
why
one
wants
to
be
a
part
of
the
F1
event
68
-­‐
Vodafone
Drive
into
the
Big
League
Register
small
or
medium
enterprises
and
get
a
chance
to
showcase
their
logo
on
the
Vodafone
McLaren
Mercedes
Car
68
Registration
on
Website,
Promotion
on
Facebook
-­‐
Good
times
in
the
Fast
lane
Had
to
upload
photos,
videos
or
write
a
blog
about
their
good
times
in
the
lane.
Winner
gets
an
all
expense
paid
trip
to
Indian
GP
16
Registration
on
Website,
Promotion
on
Facebook
Around
400
entries
received
Campaign
Analysis
Brands
do
have
a
positive
impact
on
creating
awareness
about
Events,
through
their
campaigns
and
associations
as
was
seen
with
Airtel
leading
the
way
with
270
conversations.
The
number
of
campaigns
done
by
them
and
their
tie-­‐up
with
Formula
1
were
key
areas
that
lead
Airtel
to
be
the
number
one
spoken
brand
on
Social
Media
during
the
event.
Highest
Brand
Mentions
©
MindShift

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Correlation
between
Social
Media
and
Engagement
In
order
to
achieve
successful
engagement,
it
is
mandatory
for
businesses
to
evaluate
the
right
mix
of
content,
strategy
and
platforms.
It’s
the
route
the
brand
employs,
the
intentions
it
enters
with
and
the
value
it
offers
that
defines
the
effectiveness
of
the
campaign
vis-­‐à-­‐vis
their
competition.
The
MindShift
Framework
calculates
a
comparison
between
a
few
brands
associated
with
Formula
1.
Airtel,
with
three
Formula
1
campaigns
dominated
the
Social
Media
space
with
brand
conversations*
around
the
Airtel
Simulator
Challenge
generating
86%
conversations
around
it,
followed
by
64%
through
Sahara
Stake
Buyout
and
61%
of
the
Red
Bull
Racing
Event,
Delhi.
Popular
topics
of
conversation
that
also
created
significant
buzz
on
Social
Media
were
F1
Rocks,
F1
Circuit,
Vodafone,
Reebok,
Puma
and
Mahindra.
Out
of
the
five
trending
brand
campaigns,
four
of
them
were
associated
with
Formula
1
and
were
a
reason
for
increased
engagement.
Incentives
such
as
winning
Formula
1
tickets,
attending
the
race
or
spending
time
with
teams
were
added
motivations
to
keep
conversations
going.
Key
participants
were
converted
into
fans
of
the
sport
and
also
of
the
brand
primarily
due
to
the
brands
usage
of
the
right
Social
Media
Mix
of
content,
campaigns
and
platforms.
*Brand
Conversations
–
Out
of
the
2000
Conversations
logged,
over
50%
of
them
were
Brand/Sponsorship
associated
based.
Findings
are
based
on
the
same.
©MindShift
Interactive

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Platform
Analysis
Integration
of
tools
and
processes
to
identify
the
social
networking
platforms
that
contributed
in
creating
an
engaging
Social
Media
presence
and
the
brands
that
leveraged
each
platform
garnered
the
following
results.
Platforms
selected
by
Brands

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Engagement
Platforms
Platforms
where
brands
engaged
heavily
were
Facebook
and
Twitter,
while
YouTube
&
Blog
were
additionally
selected
by
Kingfisher
and
Red
Bull.
Although
investments
in
terms
of
creation
of
applications
or
offering
incentives
were
highest
on
Facebook,
Twitter
reigned
as
the
winning
platform
across
Social
Media
for
Formula
1
in
terms
of
active
engagement,
gaining
700
conversations.
Conversations
on
twitter
were
primarily
about
broadcasting
views,
gathering
event
details
and
extensively
towards
two-­‐way
conversations
between
brand
believers,
sports
celebrities,
authorities,
businesses,
media,
influencers.
Facebook,
which
has
high
brand
campaigns
and
contests,
created
buzz
via
updates
on
their
respective
fan
pages,
came
second,
standing
out
as
a
platform
which
requires
moderation
of
content
at
all
times
and
heavier
investments
but
a
kew
responsible
platform
for
generating
awareness.
YouTube
was
leveraged
by
brands
to
showcase
their
videos
and
allow
users
to
create
videos
of
their
own
to
participate
in
contests.
Given
the
fact
that
Formula
1
is
an
offline
event,
its
integration
onto
Youtube
through
live
recordings,
interviews
and
strategic
contests
could
have
done
wonders
towards
optimizing
Formula
1’s
Social
Media
presence.
The
heavy
exploration
of
platforms
by
brands
is
rather
evident,
but
the
take
home
is
to
evaluate
the
right
platform
to
deliver
the
right
messaging.
#MindShift:
Twitter
stands
out
as
a
platform
where
conversations
and
current
happenings
are
discussed
at
large,
and
sustenance
is
user-­‐
dependant.

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Consumer
Analysis
Buzz
Progression
We
detected
a
Trend
in
conversations
that
took
place
during
Formula
1.
Through
the
tracking
duration,
it
showcases
how
the
Event
picked
up
at
various
touch
points
and
fell
drastically
at
times
too.
The
above
chart
represents
the
cumulative
conversations
that
begun
a
month
prior
to
the
event
and
went
on
until
a
week
after.
Brands,
organizers
and
audiences
participated
in
a
healthy
dialogue
with
one
another,
showcasing
the
need
for
more
conversations
and
lesser
thought
disseminating
content
from
brands.
During
the
first
half
of
October,
the
Sahara
–
Kingfisher
association
around
Force
India
generated
a
peak
through
about
170
conversations.
As
the
date
for
Formula
1
neared,
campaigns
and
news
from
the
organizers
were
key
to
the
buzz
created,
rising
from
87
to
258
within
the
week.
Queries
regarding
tickets,
reviews
of
the
circuit
by
drivers
and
emotions
of
audiences
were
largely
expressed
during
this
period.
The
highest
results
were
tracked
three
days
before,
during
and
after
the
event,
peaking
to
546
conversations
that
showcased
the
event
having
received
the
desired
buzz
it
was
meant
to
create,
owing
greatly
to
the
hype
that
was
created
around
Formula
1
by
all
associations
involved.

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The
Top
5
Formula
1
Topics
of
interest
were:
1. Formula
1
Event
2. Formula
1
Entertainment
3. Formula
1
Drivers
4. Brand
Associations
/
Sponsorships
5. Formula
1
Teams
It
is
increasingly
noticed,
and
a
preaching
we
must
practise
to
create
content
and
campaigns
that
indulge
consumers
to
see
value
and
start
conversations
with
brands.
Target
Group
Profiling
As
conversations
were
tracked
and
logged
about
Formula
1,
we
researched
and
analyzed
the
profile
of
people
behind
these
conversations
across
Social
Media.
A
preview
of
the
profiling
is
done
below
in
terms
of
Demographics
and
showcasing
of
the
sample
size.
Gender-­‐based
Interest
Analysis
Formula
1
discussions
were
dominated
by
male
audiences
with
84%
conversations
initiated
and
responded
to
by
them.
Whilst
they
took
over
various
Social
Media
platforms,
Twitter
was
where
they
shared
sentiments
and
raised
enquiries
about
Formula
1.
©
MindShift
Interactive

14. • © M i n d S h i f t I n t e r a c t i v e • 2 0 1 1 F o r m u l a 1 S o c i a l M e d i a S t u d y •
• w w w . m i n d s h i f t i n t e r a c t i v e . c o m • + 9 1 - 9 8 2 0 0 7 1 5 1 7 •
An
interesting
insight
from
the
research
displayed
that
while
only
16
%
of
the
conversations
were
through
Females,
they
used
Social
Media
to
write
News
Articles,
Blogs
and
Twitter,
with
a
heavily
positive
tonality.
A
number
of
females
were
actively
talking
about
the
event
as
it
happened,
as
part
of
the
audience
at
the
event
or
viewers
on
television,
showing
a
fair
number
of
interesting
conversions
from
Social
Media
to
the
final
event.
The
learning
here
is
that
women
are
interested
in
the
sport
and
could
turn
into
potentially
larger
enthusiasts
provided
their
interests
are
customized
to
suit
their
requirements
versus
delivering
a
similar
strategy
as
would
have
appealed
largely
to
the
male
audiences.
Sample
Size
profiling
Respondents
were
categorized
on
the
basis
of
information
shared
by
them
on
their
social
profiles.
Consumers,
termed
as
Individuals
/
Fans
in
the
chart,
lead
the
category
scoring
55%.
This
comprised
of
sports
followers,
fans
and
other
audiences
that
were
influenced
by
associations
towards
Formula
1.
Bollywood
Actor,
Bipasha
Basu
sharing
her
excitement
towards
Formula
1.
©
MindShift
Interactive

15. • © M i n d S h i f t I n t e r a c t i v e • 2 0 1 1 F o r m u l a 1 S o c i a l M e d i a S t u d y •
• w w w . m i n d s h i f t i n t e r a c t i v e . c o m • + 9 1 - 9 8 2 0 0 7 1 5 1 7 •
Consumer
Perception
An
overview
of
how
Formula
1
was
perceived
on
the
basis
of
Social
Media
conversations
that
were
tracked
across
the
shortlisted
platforms.
Social
Media
is
one
of
the
few
mediums
that
provide
a
platform
for
real-­‐time
dialogue
between
the
consumer
and
business.
A
Sentiment
Analysis
showcased
that
76%
of
all
conversations
about
Formula
1
were
of
a
Positive
nature.
This
displays
that
the
overall
atmosphere
created
by
brands,
organizers
and
others
involved
in
Formula
1
lead
to
a
happy
state
of
mind.
Most
spoke
with
pride
and
excitement
towards
India
having
such
an
excellent
opportunity,
whilst
others
explained
what
this
opportunity
meant
for
India.
With
the
proliferation
of
opinions,
news,
reviews,
recommendations
and
other
forms
of
online
expressions
tracked,
the
following
Positive
and
Negative
topics
were
highlighted:
Top
Positive
Conversations
Top
Negative
Conversations
Indian
Grand
Prix
and
the
Buddh
International
Circuit
–
Individuals
shared
their
excitement
about
the
event,
the
racetrack
being
built
and
their
expectations
from
the
event.
Formula
1
–
The
money
invested
and
scale
compared
to
the
poverty
in
India
and
questions
regarding
if
India
really
needed
to
host
such
an
event
Sponsorships/
Associations
–
Sahara’s
investment
in
Force
India
and
other
brand
Associations
Formula
1
Rocks
–
(entertainment
division
of
Formula
1)
Cancellation
of
the
Metallica
Concert
increased
negative
conversations
considerably.
Successful
Organization
and
Infrastructure
for
Indian
Grand
Prix
Drivers/
Teams
–
Karun
Chandhok
not
driving
in
Indian
Grand
Prix
and
Sahara
Force
India
commenting
regarding
its
reservations
with
Indian
drivers
also
made
it
to
the
top
negative
conversations.

16. • © M i n d S h i f t I n t e r a c t i v e • 2 0 1 1 F o r m u l a 1 S o c i a l M e d i a S t u d y •
• w w w . m i n d s h i f t i n t e r a c t i v e . c o m • + 9 1 - 9 8 2 0 0 7 1 5 1 7 •
Consumer
Tonality
On
the
basis
of
Social
Conversations,
consumer
Tonality
towards
Formula
1
was
positive,
peaking
at
137
conversations
due
to
an
sharp
spike
as
the
event
neared
in.
A
balance
was
seen
as
a
significant
increase
in
negative
comments
also
rose
as
the
event
took
place.
Whilst
the
event
was
live,
Twitter
took
on
the
role
of
live
updates
from
audiences
discussing
Formula
1
as
well
as
stating
the
pride
they
felt
to
be
hosting
it
in
their
country.
The
unfortunate
turn
of
events
at
F1
Rocks
with
the
Metallica
music
show
being
cancelled
added
up
for
a
large
number
of
negative
emotions
being
displayed
across
Social
Media.
A
learning
for
businesses
is
to
create
space
for
consumers
to
share
their
viewpoint
and
allow
a
platform
that
advocates
healthy
discussions.
Timing
is
key
to
everything
you
do,
and
businesses
must
understand
that
in
order
to
capitalize
and
create
a
truly
sustained
engagement.
©
MindShift
Interactive

17. • © M i n d S h i f t I n t e r a c t i v e • 2 0 1 1 F o r m u l a 1 S o c i a l M e d i a S t u d y •
• w w w . m i n d s h i f t i n t e r a c t i v e . c o m • + 9 1 - 9 8 2 0 0 7 1 5 1 7 •
Correlation
of
Consumer
Behaviour
with
Purchase
Decision
At
MindShift
Interactive
we
adopt
the
tried
and
tested
AIDA
model,
originally
presented
by
Elmo
Lewis,
to
analze
and
convey
the
communication
objectives
at
various
stages
of
a
purchase
cycle.
It
is
broken
up
into
four
main
stages:
• A
–
Awareness
created
amongst
consumers
through
content
.
• I
–
Interest
that
is
generated
by
focusing
on
and
demonstrating
benefits
through
conversations
and
campaigns.
• D
–
Desire
to
want
the
product
or
service
to
satisfy
consumer
need.
• A
–
Action
towards
purchasing
the
product
or
service.
For
our
study,
the
following
attributes
were
given
to
AIDA:
• Awareness
–
Conversations
that
included
News
Articles,
Reviews
and
Information
about
Formula
1.
• Interest
-­‐
Conversations
and
Campaigns
where
opinions
were
expressed,
Interesting
news
regarding
the
event
and
viewpoints
were
discussed.
• Desire
-­‐
Conversations
where
users
showed
a
desire
to
attend
or
be
part
of
the
event.
• Action
-­‐
Conversations
where
users
mentioned
that
were
attending
the
event
and
had
taken
some
action
towards
it.
The
AIDA
Funnel
representing
Formula
1
categories
from
a
Social
Media
perspective
are:
All
conversations
tracked
passed
the
Awareness
stage,
but
dipped
during
the
Interest
level
due
to
the
inconsistent
engagements
maintained
by
associations,
although
sports
enthusiasts
and
fans
remained
to
converse.
Desire
and
Action,
both
combined
to
a
5%
response
level,
where
conversations
towards
wanting
to
purchase
tickets
or
statements
of
purchase
were
made.
A
5%
conversion
from
Awareness
is
a
valuable
insight
for
marketers
to
undersand
the
potential
of
Social
Media,
going
beyond
outreach
onto
generating
Sales
leads.
If
marketers
invest
more
into
understanding
the
audience
better
there
is
a
high
possibility
of
increasing
their
actions
towards
business
requirements.
Awareness
–
100%
Interest
–
31%
Desire
–
2%
Acuon
–
3%

18. • © M i n d S h i f t I n t e r a c t i v e • 2 0 1 1 F o r m u l a 1 S o c i a l M e d i a S t u d y •
• w w w . m i n d s h i f t i n t e r a c t i v e . c o m • + 9 1 - 9 8 2 0 0 7 1 5 1 7 •
Competition
Analysis
Cricket
Vs
Formula
1:
What
gets
Indian
going
In
the
study
we
evaluated
emotions
of
consumers
towards
Formula
1
vis-­‐à-­‐vis
Cricket.
We
share
our
Competition
Analysis
basis
certain
metrics
on
Consumer
Perception
below:
Simply
put,
you
can’t
compete
with
India’s
most
loved
sport
but
you
can
play
alongside
it
and
create
your
niche.
There
are
a
lot
of
Indians
that
have
taken
more
than
just
a
liking
for
Formula
1,
and
with
new
areas
within
the
Sport
being
explored,
there
is
a
potential
for
this
space
to
grow.
Regardless,
India
is
a
country
that
would
be
happy
to
cheer
both
sports!
Cricket
Ownership
of
Teams
Adveruser
benefit
Official
Sport
across
the
Globe
Frequency
keeps
you
axenuve
Formula
1
Internauonal
Aura
Brand
Associauon
Limited
Struggles
for
status
as
a
Sport
Once
a
year
in
the
country

19. • © M i n d S h i f t I n t e r a c t i v e • 2 0 1 1 F o r m u l a 1 S o c i a l M e d i a S t u d y •
• w w w . m i n d s h i f t i n t e r a c t i v e . c o m • + 9 1 - 9 8 2 0 0 7 1 5 1 7 •
The
Key
Performance
Indicators
(KPI)
for
an
Event
A
Key
Performance
Indicator
(KPI)
is
an
industry
concept
used
to
measure
the
performance
of
a
particular
activity.
At
MindShift
Metrics
we
embed
certain
process-­‐based
metrics
that
help
define
strategic
KPIs
as
per
the
requirement,
to
ensure
all
activities
are
focused
towards
achieving
the
final
objective.
On
the
basis
of
the
data
collected
during
the
event
and
a
breakdown
of
the
campaigns,
we
have
shared
a
few
KPIs
that
brands
could
set
to
measure
their
success
during
an
Event.
Key
Performance
Indicators
for
Brands
Associated
with
Events
The
right
mix
of
KPIs
can
lead
a
brand
to
learn,
improve
and
take
action
wherever
required,
at
the
right
time,
leading
to
an
effective
and
measurable
growth
for
the
brand
or
campaign.
Key
Performance
Indicators
Brand
–
Event
Association
(Metrics)
1. Right
Mix
of
Platforms
Choosing
the
right
platforms
that
are
in
sync
with
your
business
is
the
first
step
towards
streamlining
engagement,
moving
onto
objective
definition.
The
number
of
platforms
does
not
measure
the
success
of
the
activity,
hence
concentrate
on
the
right
platforms
and
have
a
mix
of
platforms
that
cater
to
your
TG.
Example:
Airtel,
with
its
three
campaigns,
chose
a
mix
of
Facebook,
Twitter
and
YouTube
to
promote
their
activities
on
Social
Media.
2. Right
Mix
of
Strategy/
Campaigns
An
idea
should
reflect
your
brand
identity
along
with
the
event
personality,
leading
to
the
Right
Mix
of
Strategy.
Also,
strategies
could
differ
with
respect
to
the
platforms
chosen.
Innovation
is
the
key
element
that
shall
drive
the
campaign
ahead,
provided
there
are
insights
that
back
it
up.
Example:
Airtel
launched
an
Online
Racing
Game,
which
was
in
sync
with
the
Formula
1
identity
as
well
as
suited
its
youthful
approach.
Simultaneously,
there
were
other
campaigns
redirected
towards
the
TG.
3. Right
Mix
of
Content
The
Communication
message
behind
an
Idea
can
help
a
brand
engage
better.
The
content
needs
to
be
suited
to
the
brand
and
the
association
with
the
event.
Example:
Brands
adopted
Formula
1
terminology
and
communicated
with
their
fans
and
TG
via
content
that
appealed
to
them
most.
Brands
also
offered
the
right
incentives
like
F1
Tickets
as
part
of
their
content
strategy
for
effective
results.
4. Right
Mix
of
Insights
–
At
every
step
Conduct
research
at
every
step
to
be
sure
about
the
Platforms,

20. • © M i n d S h i f t I n t e r a c t i v e • 2 0 1 1 F o r m u l a 1 S o c i a l M e d i a S t u d y •
• w w w . m i n d s h i f t i n t e r a c t i v e . c o m • + 9 1 - 9 8 2 0 0 7 1 5 1 7 •
Strategy
and
Content.
In-­‐depth
research
should
be
conducted
regarding
the
event
and
its
global
impact/campaigns,
if
any.
A
Social
Media
team
should
be
a
part
of
the
same,
so
innovative
and
impactful
strategies
and
content
can
be
ideated
and
executed.
5. Right
Timing
With
respect
to
your
goals,
plan
your
presence
on
Social
Media
and
divide
the
same
in
various
phases,
along
with
timelines.
An
idea
needs
it
space
and
time
to
show
results.
Hence
it
remains
a
priority
to
set
a
timeline
for
a
concept
with
respect
to
its
duration,
promotion
and
its
measurability.
Also,
deliverables
could
be
set
for
each
concept
to
study
its
impact
in
the
longer
run.
Example:
Most
Campaigns
by
brands,
associated
with
Formula
1,
had
campaigns
with
a
time
duration
of
1
month,
including
the
promotion
activities
and
winner
announcement.

21. • © M i n d S h i f t I n t e r a c t i v e • 2 0 1 1 F o r m u l a 1 S o c i a l M e d i a S t u d y •
• w w w . m i n d s h i f t i n t e r a c t i v e . c o m • + 9 1 - 9 8 2 0 0 7 1 5 1 7 •
Key
Implications
The
report
helps
us
understand
associations
created
by
Brands
during
Formula
1
and
analyzes
how
consumers
reacted
to
the
event
and
brand
campaigns.
It
is
evident
that
the
associations
helped
increase
buzz
about
Formula
1
and
kept
the
excitement
alive
among
the
audience
but
there
was
a
lack
of
consistency
in
keeping
the
engagement
alive.
A
sustained
engagement
campaign
with
the
audience
could
help
create
a
direct
association
with
the
brand
and
event,
converting
many
fans
into
influencers
of
the
brand.
Data
to
gain
competitive
advantage
and
understand
consumer
behavior
is
openly
available
over
Social
Media
and
businesses
need
to
capitalize
on
it
in
order
to
deliver
higher
business
impact.
With
Twitter
standing
out
as
the
engagement
leader
on
Social
Media
during
Formula
1,
activities
such
as
discussion
of
current
events,
live
shows
and
thoughtful
conversations
are
dominantly
seen
here.
Facebook
takes
on
an
alternate
route
towards
gaining
momentum
by
incentives
and
brand
conversations,
being
key
towards
creating
awareness
on
Formula
1.
Social
Media
is,
and
will
always
be
directly
proportional
to
Engagement
and
hence
it
is
important
for
the
marketer
to
constantly
innovate
and
understand
what
his
consumer
wants,
delivering
the
right
mix
of
content,
campaigns
and
platforms.
Businesses
must
create
space
for
consumers
to
share
their
viewpoint
and
allow
a
platform
that
advocates
beneficial
discussions.
Timing
is
key
to
everything
you
do,
hence
understanding
and
converting
your
offering
into
what
the
consumer
wants
helps
create
positive
experiences.
Another
interesting
find
from
the
report
was
towards
Women
conversing
on
Social
Media.
While
lower
in
number
for
talking
about
the
sport,
they
ranked
higher
when
it
came
to
attending
the
event.
This
does
throw
light
upon
the
Spending
Power
of
Women
and
it
is
important
that
businesses
understand
this
potential
and
target
them
through
Social
Media,
but
using
a
customized
approach
which
goes
deeper
into
understanding
their
mindset.
The
marketer
has
evolved
and
must
undergo
a
MindShift
towards
adopting
Social
Media
Research
as
a
vital
element
of
understanding
their
consumer
and
competition
better,
as
well
as
to
forecast
future
trends.
We
look
forward
to
a
business
and
consumer
MindShift
towards
creating
an
insightful
digital
outreach.

22. • © M i n d S h i f t I n t e r a c t i v e • 2 0 1 1 F o r m u l a 1 S o c i a l M e d i a S t u d y •
• w w w . m i n d s h i f t i n t e r a c t i v e . c o m • + 9 1 - 9 8 2 0 0 7 1 5 1 7 •
Research
Methodology
Campaign
Duration:
October
1
–
November
2,
2011
Our
Methodology:
a) An
extensive
research
was
conducted
on
Formula
1
and
the
brand
associations/
sponsorships
for
it.
b) Around
250
Keywords
were
selected
on
the
basis
of
Search,
Relevance
and
Recall.
• Search
–
Keywords
that
were
being
looked
at
in
local
and
global
searches,
authenticated
by
Google
Keyword
Tool.
(via
Tools
and
statistical
data)
• Relevance
–
On
the
basis
of
the
campaigns/
associations,
a
few
keywords
were
being
added
during
the
timeline
for
more
effective
results.
(via
Extensive
Research
and
Relevant
Data)
• Recall
–
Whilst
surveying
audiences
we
captured
keywords
that
connected
them
back
to
the
sport
c) Five
brands
were
selected
basis
high
mentions
and
popular
conversations
during
the
initial
conversation
tracking.
d) Conversations
were
tracked
and
logged
through
our
tools
and
manual
verifications
through
MindShift
Metrics,
segregated
within
Qualitative
and
Quantitative
categories.
e) Conversations
were
filtered,
shortlisting
mentions
of
the
Indian
event
or
any
relevant
connection
was
logged
to
the
Indian
Grand
Prix.
f) Social
Media
platforms
were
selected
on
the
basis
of
high
engagements
that
were
seen
g) A
total
set
of
2000
conversations
were
filtered
and
tracked,
and
an
analysis
was
made
on
the
basis
of
that.
h) Categories
Logged
started
with
website
name,
platform,
links,
post,
post
date,
age,
gender,
location,
AIDA
categorization,
Impact
scorecard,
etc.
i) MindShift
Metrics
team
Research
Analysts,
Behaviour
Analysts
and
Social
Media
consultants
j) Outcome/
Analysis
–
The
report
covers
the
findings
of
the
data
collated
and
an
analysis
of
the
same.
Outcomes
are
dependent
on
the
methodology
followed
and
the
conversation
points
and
do
not
represent
our
personal
views
or
any
bias
for
any
brand.
k) The
report
covers
associations
and
discussions
basis
their
own
judgement
and
does
not
hold
any
responsibility
towards
being
questioned
on
the
exclusion
of
certain
associations
or
conversations.
The
insights
and
learning’s
are
based
on
findings
by
MindShift
Interactive
Pvt.
Ltd.
and
are
in
no
way
meant
to
impose
opinions
onto
others.
l) Users
of
this
data
may
do
so
provided
Copyrights
are
maintained
by
MindShift
Interactive.
m) Formula
One,
as
a
brand
has
many
associations
and
sponsorships
that
this
report
ma
not
have
covered,
due
to
its
objective
and
strategic
goals.
MindShift
Interactive
has
prepared
this
report
on
the
basis
of
research
findings
and
converting
insights
into
learning’s
deemed
fit
to
disseminate.
All
opinions
are
of
the
Company
and
in
no
way
mean
to
reflect
upon
others
thoughts
or
emotions.
Conversations
and
associations
not
tracked
in
this
report
are
towards
creating
a
subset
of
organized
findings.
n) Social
Media
is
a
huge
canvas
and
100%
accuracy
with
respect
to
data
is
a
challenge
due
to
its
real
time
and
ongoing
conversations.
Also,
Unavailability
of
data
in
the
future
due
to
security
issues
could
lead
to
a
difference
of
opinion.
For
any
queries
on
our
Methodology
or
to
get
a
detailed
list
of
our
Terms
and
Conditions,
please
get
in
touch
with
us
on
contact@mindshiftinteractive.com

23. • © M i n d S h i f t I n t e r a c t i v e • 2 0 1 1 F o r m u l a 1 S o c i a l M e d i a S t u d y •
• w w w . m i n d s h i f t i n t e r a c t i v e . c o m • + 9 1 - 9 8 2 0 0 7 1 5 1 7 •
About
MindShift
Interactive
"To
deliver
legendary
Outreach,
experience
a
MindShift."
MindShift
Interactive
is
an
Insightful
Digital
Outreach
powerhouse,
that
provides
business
with
a
data-­‐centric
approach
towards
achieving
an
impactful,
innovative
and,
most
of
all,
sustained
Social
Media
presence.
We
recreate
brands
in
a
truly
Social
environment
by
gathering
insights
not
only
from
the
outlook
of
your
people
affected
by
the
actions
of
your
brand,
but
also
from
a
business
viewpoint.
Our
expertise
in
Social
Media
and
Research
assures
your
business
an
insight
on
how
to
honestly
create
long-­‐term
engagement
with
consumers
that
delivers
a
MindShift.
MindShift
Interactive
Private
Limited
is
the
parent
company
of
MindShift
Digital
and
MindShift
Metrics,
our
Social
Media
Outreach
Agency
and
Social
Media
Research
Company
respectively.
Combined
together,
they
give
your
business
an
insightful
and
innovative
Social
Media
Outreach.
MindShift
Metrics
helps
you
make
sense
of
the
data
available
over
digital
platforms
and
MindShift
Digital
takes
over
to
convert
insights
into
strategies
that
ensure
a
rich
Social
Media
presence
that
is
intelligent,
engaging
and
crosses
boundaries
of
innovation.
Get
in
touch
with
us:
210,
Parvati
Industrial
Estate,
New
Sun
Mill
Compound,
Lower
Parel,
Mumbai
–
400013,
India.
+91
98
2007
1517
contact@mindshiftinteractive.com
www.mindshiftinteractive.com
Join
MindShift
on
Facebook
at
http://www.facebook.com/MindShiftInteractive