case study, samsung football by tom chapman
DESCRIPTION
Presented at the CIPR Wessex Social Media fast facts workshop on 22nd July 2009TRANSCRIPT
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Samsung FootballSocial Media & Digital PR Case Study
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Headstream were approached to support Samsung’s Award Wining Sponsorship of Chelsea FC and raise awareness / buzz of the www.samsungfootball.co.uk
Background
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• Increase share of voice within social media
• Drive traffic to samsungfootball.co.uk
• Drive signups to Experience Football competitions
OBJECTIVES
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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?
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FINDINGS PRE SOCIAL MEDIA OPTIMISATION
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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
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Social media optimisation strategy
Insight Monitoring
Micro-blogging
Social networks
Blogs & CommunitiesReporting
Engagement
Video & Photo Sharing
Wikipedia
SMO STRATEGY
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Blog Coverage
COVERAGE
We linked with popular blogs to drive traffic and raise awareness of the Samsung Football site
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Promotions & Partnerships
COVERAGE
We partnered with key media outlets to raise awareness of the Samsung Football site
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COVERAGE
We used the Samsung Football Facebook page as a platform to enter into and create conversations with Facebook users
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Forums & Communities
COVERAGE
We entered into communities to foster conversations and generate buzz around the Samsung Football site
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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
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SEO
COVERAGE
The Samsung Football site underwent SEO to improve it’s position in search engines, in return helping to drive traffic
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COVERAGE
Through Twitter we were able to start conversations and actively engage users:
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RESULTS ANALYSIS
For the Chelsea v Liverpool Champions League game we created meme using the hash tag #chelseaCL.
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RESULTS ANALYSIS
Through Twitter we have converted audience to advocates.
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RESULTS ANALYSIS
In comparison to another identical website ‘Puma Motorsport’ that is social media optimised, the Samsung Football site has considerably more mentions.
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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.
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Blogs29%
Promotions &partnerships
47%
6%
1%
1%
BREAK DOWN OF TRAFFIC REFERRERS
9%
7%
forums
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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
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THANK YOU