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Case study, Samsung Football by Tom Chapman

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Presented at the CIPR Wessex Social Media fast facts workshop on 22nd July 2009
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Samsung Football ocial Media & Digital PR Case Study
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Page 1: Case study, Samsung Football by Tom Chapman

Samsung FootballSocial Media & Digital PR Case Study

Page 2: Case study, Samsung Football by Tom Chapman

Headstream were approached to support Samsung’s Award Wining Sponsorship of Chelsea FC and raise awareness / buzz of the www.samsungfootball.co.uk

Background

Page 3: Case study, Samsung Football by Tom Chapman

• Increase share of voice within social media

• Drive traffic to samsungfootball.co.uk

• Drive signups to Experience Football competitions

OBJECTIVES

Page 4: Case study, Samsung Football by Tom Chapman

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?

Page 5: Case study, Samsung Football by Tom Chapman

FINDINGS PRE SOCIAL MEDIA OPTIMISATION

Page 6: Case study, Samsung Football by Tom Chapman

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

Page 7: Case study, Samsung Football by Tom Chapman

Social media optimisation strategy

Insight Monitoring

Micro-blogging

Social networks

Blogs & CommunitiesReporting

Engagement

Video & Photo Sharing

Wikipedia

SMO STRATEGY

Page 8: Case study, Samsung Football by Tom Chapman

Blog Coverage

COVERAGE

We linked with popular blogs to drive traffic and raise awareness of the Samsung Football site

Page 9: Case study, Samsung Football by Tom Chapman

Promotions & Partnerships

COVERAGE

We partnered with key media outlets to raise awareness of the Samsung Football site

Page 10: Case study, Samsung Football by Tom Chapman

Facebook

COVERAGE

We used the Samsung Football Facebook page as a platform to enter into and create conversations with Facebook users

Page 11: Case study, Samsung Football by Tom Chapman

Forums & Communities

COVERAGE

We entered into communities to foster conversations and generate buzz around the Samsung Football site

Page 12: Case study, Samsung Football by Tom Chapman

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

Page 13: Case study, Samsung Football by Tom Chapman

SEO

COVERAGE

The Samsung Football site underwent SEO to improve it’s position in search engines, in return helping to drive traffic

Page 14: Case study, Samsung Football by Tom Chapman

Twitter

COVERAGE

Through Twitter we were able to start conversations and actively engage users:

Page 15: Case study, Samsung Football by Tom Chapman

Twitter

RESULTS ANALYSIS

For the Chelsea v Liverpool Champions League game we created meme using the hash tag #chelseaCL.

Page 16: Case study, Samsung Football by Tom Chapman

Twitter

RESULTS ANALYSIS

Through Twitter we have converted audience to advocates.

Page 17: Case study, Samsung Football by Tom Chapman

Twitter

RESULTS ANALYSIS

In comparison to another identical website ‘Puma Motorsport’ that is social media optimised, the Samsung Football site has considerably more mentions.

Page 18: Case study, Samsung Football by Tom Chapman

Twitter

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.

Page 19: Case study, Samsung Football by Tom Chapman

Blogs29%

Promotions &partnerships

47%

6%

1%

1%

BREAK DOWN OF TRAFFIC REFERRERS

9%

7%

forums

Page 20: Case study, Samsung Football by Tom Chapman

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

Page 21: Case study, Samsung Football by Tom Chapman

THANK YOU


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