Websites and Youtube are the most common tatics. Dubay is the most active on-line with the highest rank on Search Engine, the largest number of fans and follower on Facebook and Twitter. Izmir registered the highest social links popularity and YouTube viewers. Brazil is the worst on-line competitor.

1. EXPO 2020 ON-LINE COMPETITION
HOW CANDIDATES USE THE WEB FOR INTERNATIONA
How competitors are using Internet to internationalize their
candidance

2. About Universal Expositions
Expo
 is an World Fair organized under the super visioning of Bureau of International
Expositions (BIE).
 occurs every five years, lasting six months, on '5' and '0' ending years.
 themes are broad and pan-humanistic in nature
Expo host is voted by BIE Members, considering the following ceriteria:
 Feasibility and viability of the Expo project, as assessed by the enquiry mission report
 Appeal of the theme: the BIE member states must believe that the proposed theme is
not only of universal interest but is a theme on which they would have positive
contributions to make as Expo participants
 Consideration of international relations: the relations between the candidate country
and the voting BIE member state (not only existing ones but projected relations as well)
can influence a member state’s decision
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3. Searching for “EXPO 2020” on Web
According to Google Trends, “Expo
2020” keyword has been searching
since the end of 2010 with a pick in
November 2012.
Drilling down by country, data show
that the most active countries in
searches are Turkey and United
Arab Emirates. Trend confirmed also
by top and rising related search
terms
Search Queries are popular within
the candidates’ countries
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4. Expo 2020 candidates
BRAZIL RUSSIA THAILAND
UNITED ARAB
TURKEY EMIRATES
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5. Highlights 1/2
General strategy
 Web site and YouTube accounts are the common tatics among all candidates
 Google+ has been chosen only by Russian candidate
 No candidate has a official LinkedIN profile or Group
Websites
 Most common website languages are English and French. 4 on 5 candidates uses English
as default language on their websites
 Izmir (Turkey) website offers the largest choice of languages (7), and its default language
is Turkish
 Only Dubay (UAE) and Izmir (Turkey) have on-line ambassador programs. Izmir offers also a
Volunteer recruitment program
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6. Highlights 2/2
Search Engines and reachability
 Dubay and Ekaterinburg (Russia) are the top-ranked websites in Search Engines (Google,
Yahoo! and Bing)
 Izmir has the best link popularity among social networks.
Social Media and social Networks
 Facebook and Twitter are a common tatic of 4 on 5 Candidates.
 Facebook: Dubay and Izmir pages are the most “liked”. Dubay is the most popular (134K “likes”) and the most
discussed ( 4.798 people talking about).
 Twitter: Dubay has the most followed account (8.794) and the highest tweet per day average(6.8). Izmir is top
ranked on Twitter according to the social link popularity (550 links reachable within Twitter)
 YouTube
 An average of 52,6% on total views are generated by one video
 Izmir is the top-viewed account (158.470 views) and top-subscribed (125 subscribers)
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7. Websites and YouYube are common tools
among all candidates
Every candidate has a web site
and a YouTube Channel
RUSSIA is the only candidate
having a Google+ page
BRAZIL has no official Facebook
and Twitter account
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8. 4 on 5 candidates use English as default website
language
Every candidate has a multi-
language website.
English is the default language
of 4 on 5 Candidates.
Izmir (Turkey) chose Turkish as
default language but offers the
largest number of languages
for contents.
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9. Turkey and UAE are the only candidates giving
ambassador programs
Turkey and UAE use their website in order
to drive programs aimed to engage
visitors.
Turkey also calls for Volunteer staff for
working during the expo.
UAE website is the only one pairing the
email newsletter with a web newsletter.
Other three candidates don’t include
programs. Both Thailan and Brazil didn’t
plan a newsletter service and Brazil, also,
has no news on its promotional activities.
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10. UAE has the best positioning on Search Engines
United Arab Emirates and Russia’s Expo
Websites registered the best positioning
scores in the first Three Search Engines.
UAE Website has the highest number of
indexed pages (1,640)
Brazil registered the lowest score because
its website is indexed only by Google (1
page), usually in the second page.
* USING KEYWORD “EXPO 2020”
Score is calculated as a combinated index between the Page Rank Of website and Alexa Rank Index for
Search Engines
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11. Turkey has the highest Social Link Popularity among
competitors
Generally, Facebook and Twitter are the main social
networks sites for all candidates’ link popularity,
assorbing about 94% of links
Turkey has the largest number of links published on
Social Networks, especially on Twitter and Facebook
* USING KEYWORD “EXPO 2020”
UAE website is popular more on Facebook and it’s the
only candidate with a consistent presence on LinkedIN.
Related Popularity for Russia and Thailand are
rispectively Twitter and Facebook.
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12. On Facebook UAE is the most popular as number of
fans and people talking about
Brazil has no official Facebook Page and Turkey is the
first candidate created a Fan Page (18/02/2011)
UAE and Turkey has the most “Liked” Page. UAE is the
most Popular
Turkey and Thailand post prevalentely in their national
language
The youngest audience is the UAE’s one (13-24) and the
oldest is Russian (25-34)
Analyzing the ratios between Fans and “Talk About” the
highest score belongs to Russia (7.8%) and UAE (3,6%).
Thailand is the lowest (0.9%)
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13. UAE is the most active on Twitter
All Accounts has been opened in November 2011. The
average age of account is 376,7 days.
The most followed is the UAE ACCOUNT with 8294
Follower with a ratio of 69 : 1 in following. The account
also is the most active with an average of 6,8 Tweets per
day.
Thailand is the second most active, considering the
overall tweets. Breaking down numeber of tweets as
daily average, the account is the third most active.
Russia is ranked third for overall tweets, but second for
daily tweets
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14. Turkey register the highest views on YouTube
4 on 5 accounts have been opened on November 2011.
UAE has no public information about Joining Date but the
oldest video has been published on July 2012*.
The Most Viewed Video has been released Between June
and November 2012
Turkey has the most interesting video contents according
to total views generated, also if it has published 17 videos
since November 2011. Russia (30) and UAE (27) has the
largest number of videos published.
An Average of 52.6% of total views were generated by
one video.
*There is no official information of creation date. We supposed the
date of oldest video published as creation date
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15. CREDITS
Read my introduction and professional profile
www.linkedin.com/in/simonefavaro
Download my presentations
www.slideshare.net/simonefavaro
Visit my blog
www.simonefavaro.it
SIMONE FAVARO
This presentetion has been released under Creative Commons 3.0
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