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Case Analyses and Strategy
Analysis developed without commercial interest, with the
purpose of studying and academic, in o...
com.br
com.br
VS
com.br
com.br
1º REAL
MADRID
Compared to the sites
of rival and League like
Atletico de Madrid and
LaLiga, Real Madrid has
the best acce...
1º REAL MADRID
Compared to the websites of
rivals in Spain, Real Madrid has
the firts highest score in SEO, far
from Sevil...
Tools: neilpatel.com/
com.br
1º REAL MADRID
Compared to the e-commerce
of rivals in Spain, Real Madrid
has the firts highest score in
SEO, far ahead co...
Tools: neilpatel.com/
com.br
com.br
Tools: google trends
com.br Tools: google trends
com.br
Tools: Buzzsumo
com.br
Tools: BuzzsumoMain channel of communication and distribution of digital content is on Facebook, produced by them o...
The Stop button has
no highlight, it is
among others of equal
importance.
Content development
very focused on video
format...
Menu with
departments
separated by type of
product and type of
Sport. Very objective
and focused on
conversion to product
...
The menu with Shop is not highlighted to facilitate the conversion of purchases of products of the club. When you access t...
Website has a best navigation structure and design, with a
lot of content. Supported to Real Madrid. Great Highlights
cate...
8.5
Million
MOUNTH
USERS DESKTOP AND
MOBILE
+102 Million
UVS/YEAR
AVERAGE
81%
19%8,69% OF THE AUDIENCE
OF THE REAL MADRID ...
2 Takeaways
WEBSITE AND E-COMMERCE PLATFORM
REAL MADRID Website REAL MADRID Shop
www.REALMADRID.comcom.br
3.7M
1.2K
Unique Users
Shop
(-) Bounce Rate
Conversion
828K
Conversion
To Shop (-Bounce)
8.5M
Website Ticket Avarege
96,00...
Conversion
Website, Stadium
Awareness
Knowledge
Frequency
Loyalty and
Recurrence
Clusters
Involvement
com.br
Tickets Conve...
2016-02-22
Key Strategy
Digital Media
Develop:
• Reforce the Digital and Website Strategy in others countries.
• Target un...
4. HOW TO BRING TRAFFIC
TO THE SITE STRATEGY
Brand Awareness
Media Performance
3. EVOLVING TOOL
MAINTENANCE
Tools + intell...
Consumer
Experience
Content
Football
Product
Finder
News
Club
Tickets
Match
Online
Purchase
1 Awareness 2 Experience 3 Eng...
Automated Purchase Process
2016-02-22
Convenience experience
Consumer loyalty and purchase guaranteed
com.br
Resume
Experience in the Digital
Marketing and communication
• 9 years experience in Digital Marketing. Leading innovation...
www.sportt.com.br | www.rafaleitao.comcom.br
Analysis developed without commercial interest, with the purpose of studying ...
Real Madrid Digital and E-commerce Strategy Analysis
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Real Madrid Digital and E-commerce Strategy Analysis

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I developed an analysis of Real Madrid digital marketing and e-commerce strategy, as the club works on this strategy and has been standing out in this model to add revenue to the club.
Website has a best navigation structure and design, with a lot of content. Supported to Real Madrid. Great Highlights categorization hierarchy. Make good use of the club's visual identity and aspirational photos. Mobile First, with a mobile or responsive site. Mobile navigation with calltoaction focused on ticket sales for the game, as well as highlighting the sharing of content on users' social networks. Content development very focused on videos.
The e-commerce with design focused on brand experience. Usability and navigation starting by categories, with total focus on products, offers a variety of product categories, and the aim of navigation and design. The platform owns the team. Works with language many different languages. Major failure by the site not be responsive or mobile. Many different promotions and freight benefits.

Analysis developed without commercial interest, with the purpose of studying and academic, in order to share the model of evaluation of digital maturity of the clubs. It does not represent the club's vision and has no confidential information, all are data open.

Published in: Sports
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Real Madrid Digital and E-commerce Strategy Analysis

  1. 1. Case Analyses and Strategy Analysis developed without commercial interest, with the purpose of studying and academic, in order to share the model of evaluation of digital maturity of the clubs. It does not represent the club's vision and has no confidential information, all are data open.
  2. 2. com.br
  3. 3. com.br
  4. 4. VS com.br
  5. 5. com.br
  6. 6. 1º REAL MADRID Compared to the sites of rival and League like Atletico de Madrid and LaLiga, Real Madrid has the best access number, with great number visits, but the kpis results index of bounce rate (56%), visit in pages (2,77) and time of visit (2:05), is not good when you compare with the others clubs and League. Similar Werb: 12/2016 Atletico de Madrid LaLiga Neymar effects com.br
  7. 7. 1º REAL MADRID Compared to the websites of rivals in Spain, Real Madrid has the firts highest score in SEO, far from Sevilla and Atletico de Madrid. Tools: neilpatel.com/ com.br
  8. 8. Tools: neilpatel.com/ com.br
  9. 9. 1º REAL MADRID Compared to the e-commerce of rivals in Spain, Real Madrid has the firts highest score in SEO, far ahead compared to Atletico de Madrid shop. Tools: neilpatel.com/ com.br
  10. 10. Tools: neilpatel.com/ com.br
  11. 11. com.br Tools: google trends
  12. 12. com.br Tools: google trends
  13. 13. com.br Tools: Buzzsumo
  14. 14. com.br Tools: BuzzsumoMain channel of communication and distribution of digital content is on Facebook, produced by them or reported by third parties.
  15. 15. The Stop button has no highlight, it is among others of equal importance. Content development very focused on video format. Highlight for Real Madrid TV. MEDIUM The site focuses on the development of content and news. With highlight buttons for Ticktes. Fixed header with highlighted mosaic format. It has options for 8 languages. With location identifier. HOT com.br
  16. 16. Menu with departments separated by type of product and type of Sport. Very objective and focused on conversion to product showcases. Central visualization of e-commerce focused on the choice of products per player of the club. HOTMEDIUM Dynamic header with four moments with product showcase promotion and free shipping promotion. Several language options. com.br
  17. 17. The menu with Shop is not highlighted to facilitate the conversion of purchases of products of the club. When you access the menu it offers several options between physical store and online, confuses the choice of the online store. Within the site there is promotion to the Adidas / Real Madrid shop, giving more than one purchase option and favoring the sponsor. com.br Conversão para a Adidas/Real Madrid
  18. 18. Website has a best navigation structure and design, with a lot of content. Supported to Real Madrid. Great Highlights categorization hierarchy. Make good use of the club's visual identity and aspirational photos. Mobile First, with a mobile or responsive site. Mobile navigation with calltoaction focused on ticket sales for the game, as well as highlighting the sharing of content on users' social networks. Content development very focused on videos. The e-commerce with design focused on brand experience. Usability and navigation starting by categories, with total focus on products, offers a variety of product categories, and the aim of navigation and design. The platform owns the team. Works with language many different languages. Major failure by the site not be responsive or mobile. Many different promotions and freight benefits. AVAREGE VISITS BOUNCE RATE Not a mobile or responsive site com.br Site not be responsive or mobile
  19. 19. 8.5 Million MOUNTH USERS DESKTOP AND MOBILE +102 Million UVS/YEAR AVERAGE 81% 19%8,69% OF THE AUDIENCE OF THE REAL MADRID IS ADVISED OF SOCIAL NETWORKS +170M USERS +106M +8,6M +53M+2,5M +170M +102MYear followers com.br
  20. 20. 2 Takeaways WEBSITE AND E-COMMERCE PLATFORM REAL MADRID Website REAL MADRID Shop www.REALMADRID.comcom.br
  21. 21. 3.7M 1.2K Unique Users Shop (-) Bounce Rate Conversion 828K Conversion To Shop (-Bounce) 8.5M Website Ticket Avarege 96,00 Conversion Sales Avarege 3% Sales Final Avarege ($ mounth) 2.3M 24K Conversion Final % Bounce Rate (56%) very high, with conversion to e-commerce medium, with 14% of total access. This impacts the final outcome of sales. % Bounce Rate (31%) medium, access number can be improved according to investment media (21%) and website conversion for e-commerce. Website E-commerce com.br
  22. 22. Conversion Website, Stadium Awareness Knowledge Frequency Loyalty and Recurrence Clusters Involvement com.br Tickets Conversion its ok, great work. Create new experience visit in the stadium, with VR tecnology. Subscribe products, receive all month news products. Create a low price t- shirt with focus in countries with low average tickets Awareness in the other countries that increase Real Madrid brand. Ex. Brazil.
  23. 23. 2016-02-22 Key Strategy Digital Media Develop: • Reforce the Digital and Website Strategy in others countries. • Target understanding (digital social listening and behavior) • Investment requirements (Metrics, KPIs & Optmization). • Create new experience visit in the stadium, with VR tecnology. Develop: • Improve a social media strategy for e-commerce conversion. • Increase conversion contact points for e-commerce. • Subscribe products, receive all month news products. Extend: • Digital Brand metrics to increase category & Brand awareness (penetration through digital football). • New Digital Social Media Strategy, need to increase the followers number. • Awareness in the other countries that increase Real Madrid brand. Ex. Brazil. E-commerce & E-retail Brand Equity com.br
  24. 24. 4. HOW TO BRING TRAFFIC TO THE SITE STRATEGY Brand Awareness Media Performance 3. EVOLVING TOOL MAINTENANCE Tools + intelligence Business = Results Planning Development Action Check com.br
  25. 25. Consumer Experience Content Football Product Finder News Club Tickets Match Online Purchase 1 Awareness 2 Experience 3 Engagement 4 Loyalty Website Mobile AppCall Center Shop Online / Call Center Marketing Communication Customer Info / Insight Call to Action Call to Action Repurchase 4 Purchase Stages in E-Commerce REALMADRID.COM +170M +102MYEAR FOLLOWERS com.br
  26. 26. Automated Purchase Process 2016-02-22 Convenience experience Consumer loyalty and purchase guaranteed com.br
  27. 27. Resume Experience in the Digital Marketing and communication • 9 years experience in Digital Marketing. Leading innovation projects, business and marketing strategy. • Digital Management: analytics metrics, social media planning, social monitoring, social optimization, SEO/SEM, brand content, lead management, content production, marketing automation (IBM Watson), business intelligence. • Expertise at development digital strategies of e-commerce, social media, SEM, display, programmatic, paid media and control of budget and investment based on strategic KPIs. • Skills: team work, organization and productivity, good relationship, very creative. Specialties: - Digital Marketing and Communication - Category Management: Consumer Goods - Branding (Local and Global Campaign) - Social Media Strategy - E-Business Strategy (E-commerce) and E-Retail (Market Place) - Digital Innovation Projects - Media Performance and Programmatic Experience in Sports: • Organized Volvo Ocean Race 2015 Team SCA in Brazil. • Work with marketing actions: Palmeiras, Santos and Coritiba. • First Elderly Run in Brazil 2014 - Copacabana. • Sponsorship team ABC Football (RN) 2010 - Brand Biofral. • Owner of the first social media with focus in sports 2015: Sportt. 29 anos São Paulo Brazil com.br
  28. 28. www.sportt.com.br | www.rafaleitao.comcom.br Analysis developed without commercial interest, with the purpose of studying and academic, in order to share the model of evaluation of digital maturity of the clubs. It does not represent the club's vision and has no confidential information, all are open data.

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