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Samsung FootballSocial Media & Digital PR Case Study
Headstream were approached to support Samsung’s Award Wining Sponsorship of Chelsea FC and raise awareness / buzz of the www.samsungfootball.co.uk
Background
• Increase share of voice within social media
• Drive traffic to samsungfootball.co.uk
• Drive signups to Experience Football competitions
OBJECTIVES
Football is ubiquitous andsocial media is global
Conversations are taking placeSamsung needs to be there
Football is all about tribes – so is social media
WHY SOCIAL MEDIA?
FINDINGS PRE SOCIAL MEDIA OPTIMISATION
PhysiotherapistsSports Science Students
Referees & Footballers (grassroots)
Football Fans, wannabe wags, sport photographers, Journalists & Media
Trade & NationalPress
Business, Marketing, Sports Sponsorship
Football fans
Chelsea fans
EXPERIENCED FOOTBALL AUDIENCE
Social media optimisation strategy
Insight Monitoring
Micro-blogging
Social networks
Blogs & CommunitiesReporting
Engagement
Video & Photo Sharing
Wikipedia
SMO STRATEGY
Blog Coverage
COVERAGE
We linked with popular blogs to drive traffic and raise awareness of the Samsung Football site
Promotions & Partnerships
COVERAGE
We partnered with key media outlets to raise awareness of the Samsung Football site
COVERAGE
We used the Samsung Football Facebook page as a platform to enter into and create conversations with Facebook users
Forums & Communities
COVERAGE
We entered into communities to foster conversations and generate buzz around the Samsung Football site
Wikipedia
http://en.wikipedia.org/wiki/Terrace_(stadium)
http://en.wikipedia.org/wiki/Changeroom
http://en.wikipedia.org/wiki/The_Boot_Room
http://en.wikipedia.org/wiki/Paul_Durkin
http://en.wikipedia.org/wiki/Chelsea_F.C.
http://en.wikipedia.org/wiki/Dermot_Gallagher
http://en.wikipedia.org/wiki/Chelsea_F.C._season_2008-09
http://en.wikipedia.org/wiki/Stamford_Bridge_(stadium)
http://en.wikipedia.org/wiki/Roman_Abramovich
COVERAGE
Links and content were added to relevant Wikipedia pages in order to drive traffic
SEO
COVERAGE
The Samsung Football site underwent SEO to improve it’s position in search engines, in return helping to drive traffic
COVERAGE
Through Twitter we were able to start conversations and actively engage users:
RESULTS ANALYSIS
For the Chelsea v Liverpool Champions League game we created meme using the hash tag #chelseaCL.
RESULTS ANALYSIS
Through Twitter we have converted audience to advocates.
RESULTS ANALYSIS
In comparison to another identical website ‘Puma Motorsport’ that is social media optimised, the Samsung Football site has considerably more mentions.
RESULTS ANALYSIS
The graph shows that mentions of Samsung Football within the fastest growing social network and micro-blogging platform ‘Twitter’ are on a par with other major brand endorsements such as Nike and Adidas.
Blogs29%
Promotions &partnerships
47%
6%
1%
1%
BREAK DOWN OF TRAFFIC REFERRERS
9%
7%
forums
Campaign duration30th March – 29th May 2009
Social media & Digital PR drove the largest volume of traffic as identified by Google Analytics
Social Media & Digital PR 51%Samsung 37%
Media display 12%
PERFORMANCE
THANK YOU