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Wake Up Your Audience #7 - 2019, une année sportive

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Petit-déjeuner dédié à la résonance médiatique et digitale des événements sportifs, qui s'est tenu le 17 décembre 2019 et qui a rassemblé plus de 50 professionnels du sport business.

Au programme :
- Intervention de Quentin Gressien, directeur associé de The Metrics Factory, sur la résonance digitale
- Intervention de Philippe Mendes, CEO de Mediatree, sur la résonance audiovisuelle
- Partage d'expérience de Lucie Odoux, chef de projet sponsoring sportif à la Société Générale
Pour plus d'information : wuya@themetricsfactory.com

Published in: Social Media
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Wake Up Your Audience #7 - 2019, une année sportive

  1. 1. #WUYA
  2. 2. The Metrics Factory MESURE | CONSEIL | FORMATION ILS PARLENT DE NOUS Méthodologies ILS NOUS FONT CONFIANC E Evaluation Perception Calcul Equivalent Média Résonance digitale Analyse d’audience #WUYA 3
  3. 3. 4 Sport & Social Media : mutation des comportements 383 millions de personnes ont interagi sur Facebook durant la Coupe du Monde. Ils étaient 272 millions sur Instagram. 64% des jeunes fans préfèrent suivre le sport sur les réseaux sociaux plutôt qu’à la télévision (UK) #WUYA
  4. 4. 5 Sport & Social Media : opportunité pour les marques x12 Engagement généré par un contenu relatif au sport #WUYA
  5. 5. 6 Mesurer la visibilité : une approche fill-the-gap Equivalent Média Part de voix #WUYA
  6. 6. 7 Evaluer la perception : analyse des commentaires #WUYA
  7. 7. 8 Résultats sur une Coupe du Monde Contenus collectés x10 x26 Instagram x8 Facebook #WUYA
  8. 8. 9 Quantifier le phénomène e-sport #WUYA
  9. 9. LEADER DE LA VEILLE AUDIOVISUELLE EN FRANCE #WUYA 11
  10. 10. + 5 0 0 0 chaînes régionales, nationales et internationales enregistrées 24/7 3 MINUTES de délai maximum pour être alerté d'une mention R E C H E R C H E P A R M O T S - CLÉS sur l'ensemble des chaînes TV & Radio K E Y W O R D S C ' E S T #WUYA 12
  11. 11. V O T R E P L A T E F O R M E D E V E I L L E P O U R : VEILLE STRATÉGIQUE I VEILLE CONCURRENTIELLE I NOTORIÉTÉ 1. Mesurez vos retombées médiatiques 2. Surveillez la diffusion de vos contenus 3. Analysez le ROI de vos campagnes #WUYA 13
  12. 12. 14 #1 TOUR DE FRANCE #WUYA
  13. 13. ANALYSEZ VOS RETOMBÉES MÉDIATIQUES L E T O U R D E F R A N C E 292 ChaînesSur 60 289 Mentions TV 57% Radio 43% #WUYA 15
  14. 14. L E T O U R D E F R A N C E F É D É R A T I O N F R A N Ç A I S E D E C Y C L I S M E 155 Ment ions T O P 3 M E N T I O N S C O U R E U R S T O P 3 M E N T I O N S É Q U I P E S ANALYSE DE RETOMBÉES MÉDIATIQUES Julien Alaphillippe Thibaut Pinot E g a n Bernal Team Ineos C C C D ec eu n in c k - Q u ic k Step ME N TIO N S M A I L L O T S 25 534 12 529 4 423 3 288 1 447 1 436 Maillot Jaune Maillot à pois M a i l l o t v e r t 31 217 2 682 2 205 #WUYA 16
  15. 15. 17 42% des retombées digitales Tour de France 2019 : l’arrivée fut décisive #WUYA
  16. 16. 18 Tour de France 2019 : des coureurs-influenceurs 5X plus d’actions sociales sur Instagram #WUYA
  17. 17. 19 Tour de France 2019 : des coureurs-influenceurs 28.4K likes et commentaires par post #WUYA
  18. 18. 20 #2 COUPE DU MONDE DE FOOTBALL FEMININ #WUYA
  19. 19. L A C O U P E D U M O N D E D E F O O T B A L L F É M I N I N TV 59% Radio 41% 304 ChaînesSur 38 962 Mentions #WUYA 21
  20. 20. C O U P E D U M O N D E D E F O O T B A L L F É M I N I N 2 205 Ment ions 5 256 Ment ions 23 079 Ment ions A M A N D I N E H E N R Y C O R I N N E D I A C R E E Q U I P E D E F R A N C E É V O L U T I O N D E L A M E N T I O N " C O U P E D U M O N D E " 12 500 10 000 7 500 5 000 2 500 0 #WUYA 22
  21. 21. C O U P E D U M O N D E D E F O O T B A L L F É M I N I N SURVEILLEZ VOS CONTENUS - DÉTECTEZ VOS PUBLICITÉS 106 SPOTS PUBLICITAIRES 00:35:35 19 COUPURES PUBLICITAIRES TOP 3 ANNONCEURS 6 SPOTS TOP 3 ANNONCEURS RENAULT : VISA : APPLE : 15 14 13 #WUYA 23
  22. 22. 24 2018 vs 2019 : impact pour les sponsors -69% de contenus -6% d’engagement #WUYA
  23. 23. 25 2018 vs 2019 : 2 mondiaux, 2 positionnements Une perception différente des sponsors #WUYA
  24. 24. 26 85% de l’audience n’est pas celle de la marque Sponsor & brand content : complémentarité #WUYA
  25. 25. 27 #3 COUPE DU MONDE DE RUGBY #WUYA
  26. 26. C O U P E D U M O N D E D E R U G B Y TV 54% Radio 46% 264 ChaînesSur 13 764 Mentions #WUYA 28
  27. 27. 29#WUYA C O U P E D U M O N D E D E R U G B Y MESUREZ LE ROI DE VOS CAMPAGNES
  28. 28. 30 #RWC2019 : résonance digitale 5 Millions de contenus #WUYA
  29. 29. 31 #RWC2019 : ambush marketing 195 Marques identifiées #WUYA
  30. 30. 32 #RWC2019 : TikTok dans la mêlée 23M de vues pour World Rugby 5M de vues #WUYA
  31. 31. • 60K mentions médiatiques pour le Tour de France. • Alaphilippe est le coureur le plus mentionné par les médias. • 42% des retombées digitales liées au Tour de France ont eu lieu dans les dernières 72H • Sur Internet, 195 marques ont fait de l’ambush pendant la Coupe du Monde de Rugby • 106 spots TV diffusés pendant la Coupe du Monde Féminine • World Rugby a généré 23M de vues sur TikTok À RETENIR #WUYA 33
  32. 32. 34 #WUYA

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