World Cup Research: Search and Social Media During The World Cup

UK SEARCH & SOCIAL MEDIA DURING THE WORLD CUP 2010
CONNECTING BRANDS: UNDERSTANDING THE SEARCH AND SOCIAL MEDIA IMPACT OF THE WORLD CUP
An iCrossing white paper by Dominic Parker
UK SEARCH AND SOCIAL MEDIA DURING THE WORLD CUP 2010
CONTENT
INTRODUCTION AND METHODOLOGY USED BACKGROUND AND TRENDS THE NATURE OF QUERIES IMPACT OF MOBILE SEARCHES SEARCH INSIGHTS REGARDING CONSUMER PRODUCTS PREFERRED BRANDS ABOUT I-CROSSING 3 6 9 22 25 30 36
COPYRIGHT 2010 ICROSSING LTD - HEARST GROUP -
INTRODUCTION AND METHODOLOGY USED
INTRODUCTION
The Research and Insight team here at iCrossing do various types of analysis across search and social media. Using various data sources and internal tools, we look for correlations and strategic insights that can be found within the huge amount of information which is currently available. The World Cup is a global event that is watched by hundreds of millions of people, across many different countries, cultures and backgrounds. According to FIFAs figures the last World Cup final in 2006 was watched by 2.2 billion viewers and this year 1.5 billion people watched the World Cup opener. In total, 30 billion people watched the 2010 World Cup on television.
AN ESTIMATED 1.5 BILLION PEOPLE WATCHED THE WORLD CUP OPENER
Given the scope of this event, we thought it would be interesting to see the main topics and trends that emerge from user searches for World Cup related websites. We have analysed these to see how some sponsors were able to optimise ROI in their social media campaigns. We looked at over 600 World Cup qualified and related queries, as well as retail queries such as searches for TVs and sportswear. As a result, we have built up a picture of the most popular players, teams, and done some interesting analysis of some of the top selling retail products during this event. With this analysis, we can get a rough idea of what categories were growing in popularity in the lead up to the World Cup. This information shows some of the opportunities that were there for natural and paid search, and highlights the importance of being visible in this space by creating content, creating new paid search campaigns, or engaging with consumers across social networking platforms. The World Cup is a relatively short-lived event; however, this analysis proves how insights can help to optimise your digital campaigns by looking at trends and popular queries around major sporting events in advance.
METHODOLOGY USED
We used keyword tools that enabled us to gather search volume estimations of specific keywords. After a categorisation process, these terms were grouped and we aggregated the search volume data. The most popular themes and categories emerged from this analysis. We used Google Insights to look at search trends for certain categories and to see if the World Cup influenced search behaviour. Regarding visibility and looking at who is visible for the terms, we used some of our iCrossing proprietary tools such as PIRE. We used search volumes and ranking data and with this, we estimated the top sites that are receiving the most traffic for these different categories. We have only looked at UK searches although we have used some global figures for comparison in some of the charts. For the Social Media analysis we used information available that we tracked using our in-house monitoring platforms.
BACKGROUND AND TRENDS DURING THE WORLD CUP 2010
FEW FACTS ABOUT THE WORLD CUP 2010

Source: IBTimes
WORLD CUP FACTS
01
$305 million is the amount top sponsors such as Hyundai, Sony and Coca-Cola reportedly paid to be FIFA Partners - including worldwide rights to two World Cups over seven years ($40 million per year). $649 million by Television rights in 2009, $550 million in 2008, further revenue from marketing rights contributed $277 million and $253 million respectively. FIFA Partners alone have contributed $148.5 million each year since the World Cup in Japan/South Korea. $194 million - the turnover of FIFA in 2009, up from $184 million the previous year and $49 million in 2007, which is due to the cyclical nature of the World Cup. $1,061 million - FIFAs revenue in 2009 - topping the one billion mark due to the successful staging of the tournament in Africa for the first time in its history. Six - the number of FIFA Partners that are in place until the next World Cup in Brazil 2014. Hyundai,Sony, Adidas, Coca-Cola, Emirates and VISA have worldwide rights to two World Cups. Additional Sponsors are signed up for each individual competition with McDonalds signed for South Africa 2010. Total contributions from additional sponsors from 2007-2010 is $204 million. $103 million - the amount that beercan-maker Rexam is investing in Brazil this year - raising output in South America by 11%.
02
03 04
05
06
RETAIL SALES
Warm weather and a World Cup pushed up online sales 22%compared with last year according to Interactive Media Retail Groups (IMRG) latest e-retail sales index. Online shoppers spent an amount equivalent to 73 per person in the country as total spending was 4.5 billion in May. Alcohol and electrical sales spurred the rise, led by warmer weather for picnics and television promotions ahead of the World Cup.
Online clOthing sales, spurred by spOrtswear and OutdOOr activity were up 32%. alcOhOl sales and electrical sales grew year On year 23% and 13% respectively
Online clothing sales, spurred by sportswear and outdoor activity were up 32%, and alcohol sales and electrical sales grew 23% and 13%respectively, compared with last year. Merchandising is one of the categories analysed as for any sports event normally brings massive revenue despite the fact that up to 5% of World Cup merchandise is expected to be fake. But this didnt bother nearly a quarter of customers, who admit they would still buy counterfeit items. Dodgy products are rife and are set to cost UK retailers 92million in lost sales during the tournament, a study for shopping comparison website Kelkoo found. Another category analysed is Televisions as a surge in demand for these electronics ahead of the World Cup has helped retail sales bounce back last month, according to IMRG figures. The World Cup tournament drove growth in televisions, with non-food non-store sales in particular growing by 21.9%, the best performance since December. Data from the British Retail Consortium (BRC) showed that UK retail sales lifted by 0.8% on a comparable basis in May.
THE NATURE OF QUERIES DURING THE WORLD CUP 2010
10
WHAT ARE THE MAIN TYPES OF QUERY AROUND THE WORLD CUP 2010?
players generate mOre interest than teams with almOst 2.5 milliOn searches fOr individuals as OppOsed tO Only 0.5 milliOn searches fOr teams
It is interesting to understand first of all the nature of the queries around the World Cup 2010. We first looked at key terms that were qualified with the phrase worldcup, examined their search volumes and grouped them together into the categories seen below. There were almost 6 million World Cup qualified searches leading up the World Cup in May. Shown below is a breakdown of these searches organised into categories, with the size of the football representing the size of the search opportunity.
WORLD CUP SEARCHES BY CATEGORY DURING MAY 2010
2,419,995
1,674,888
553,650
544,400
511,302
28,800
23,421
Players
Merchandise
Informational
Generic
Teams
Content
Tickets Travel
Players was the category that generated the largest interest. Searches for players who participated in the World Cup are by far the largest category with nearly 2.5 million searches. This demonstrates the popularity of individuals and celebrities as opposed to teams or other categories. It is followed by merchandise queries which include terms such as country flags, world cup wall charts, posters, clothing and so on. There were nearly 1.7 million of these kinds of searches. The rest of the categories such as Informational queries include terms where the user was seeking information about the actual tournament such as world cup fixtures, world cup groups, world cup games and so on. There were over 550,000 of these kinds of searches. Another group of generic terms, such as world cup, 2010 world cup were searched for more than 544,000 times. Searches around the teams in the World Cup totalled just over half a million - meaning that they were of less interest than these generic terms. Other smaller categories include: content searches with queries such as world cup video,world cup photos and user content related searches; searches around World Cup Tickets which come to just over 20,000 searches; and travel related World Cup queries which include world cup hotels, world cup flights and related terms. There were just under 4,000 of these types of searches. In conclusion, people are mainly looking for popular players and for merchandise items associated to the World Cup when they are searching online. All these insights provide useful information to marketing teams. Imagine you are planning to launch a range T-shirts. This information and further analysis could really help you to understand themes or peoples interest to help the design of your T-shirts.
3,754
11
WHAT WERE THE MOST SEARCHED FOR GENERIC TERMS AROUND THE WORLD CUP DURING MAY?
tOp search keywOrd cOrrespOnds tO wOrld cup accOunting fOr 78% Of tOtal wOrld cup related searches
It is interesting to understand how generic terms and linguistics are used while searching. Shown below are the most searched for generic queries around the World Cup. They represent the head of search for the World Cup, and the top 10 terms accounted for 542,000 searches in May alone, where more that 78% of them are two keywords. This type of analysis can help you to inform your paid and natural search campaign strategies.
TOP GENERIC QUERIES DURING MAY
500,000 450,000 400,000 350,000 300,000 250,000 200,000 150,000 100,000 50,000 0
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The most searched for generic term, world cup, had 450,000 searches. The term 2010 world cup is second with 50,000 searches. This data can be analysed by region or for different geographical locations, which provides lots of useful insights.
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WHO WERE THE MOST SEARCHED FOR PLAYERS, AND WHO DOMINATES THIS SPACE?
TOP SEARCHED PLAYERS
209,000
209,000
209,000
168,100
fernandO tOrres, liOnel messi and wayne rOOney lead all the searches fOr fOOtball players
We looked at all the searches for all players within all the World Cup squads, to get an idea of the most popular players. Searches for players actually participating in the World Cup command the largest numbers of all the categories. Shown below are the top 10 searches for players across all teams.
torres messi rooney gerrard ronaldo lampard drogba ronaldinho terry cole
150,300
112,700
90,000
74,000
ronaldinho
74,000
terry
torres
messi
rooney
gerrard
ronaldo
lampard
drogba ronaldinho terry
209,000 960,500
209,000
209,000
Fernando Torres, Lionel Messi and Wayne Rooney all have the most people searching for them overall in the UK, each with an estimated 209,000 searches. By grouping the players into their respective countries, we can see which participating country has the most searched for players.
168,100
150,300 174,443
105,580 112,700
90,000 100,071
74,000 58,320 74,000 25,100
torres
messi
rooney
gerrard
ronaldo
lampard
drogba
England
Spain
Argentina
Portugal
Brazil
France Ivory Coast Holland Serbia Italy
Unsurprisingly, England is top, with its players having a total of 960,000 searches. Spain and Argentina are closely matched, with 300,000 and 280,000 respectively. This information can help online marketers to design a campaign by providing insight into the themes of real peoples interest in advance of the event beginning.
74,000 23,910
cole
300,850
279,870
214,766
74,000
cole
13
158,800
82,000
rOnaldinhO and rOnaldO taking the tOp spOts in yOutube Only searches
Another interesting insight is provided by analysis of YouTube global searches for participating players in the World Cup. The data below shows the top 10 searches for players in YouTube globally:
74,800
62,900
34,200
28,700
18,000
16,200
15,500
ronaldinho
ronaldo
pepe
messi
kaka
rooney
dempsey donovan blanco robinho
Although this shows global searches rather than UK searches, it contrasts dramatically to Googles search data. When looking for videos on YouTube, most people are looking for Ronaldinho and Ronaldo. Again, this insight can help to align online and off-line campaigns and provide understanding for the strategic planning of advertising campaigns.
14,500
14
WHICH SITES BENEFIT FROM SEARCHES FOR PLAYERS?
The chart below shows the top 15 sites which receive natural search traffic for people who are searching for players.
600,000 500,000 400,000 300,000
majOr news sites Own a large share Of vOice fOr players, althOugh wikipedia is the mOst visible sOurce Of infOrmatiOn
200,000 100,000 0
ap h. co .s oc .u k ce rle w w ns w .c .d om ai ly m ai l.c o. uk w w w w .fi w fa w .c .li om on w el w -m w .w es ay si .e ne u ro on ey w w .c w om .m an w w ut w d. .n co ew m s. bb w c. w co w .fa .u k ce bo ok .c om w w oo ed oa n. ls ea w w w or ts .c om w w fc .c om .te .c om rd l.c om rg ia co . .o uk
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Wikipedia receives the largest number of visits from natural searches, as it ranks first for many of the player search results; half a million people clicked through in May. The NBC owned football enthusiast site goal.com comes a distant second with 65,000 clicks, and Yahoos Eurosport section is closely behind with 60,000 clicks. These insights can help to understand the distribution of effort across different search engines, or whether it is worth bidding for a particular term on a different search engine. They can also help with media planning, providing an understanding of where to place content or buy media. Major news sites own a large share of natural search traffic, with the Guardian, Telegraph, Daily Mail and BBC getting a total of 117,000 clicks. Again, this analysis can be really useful for media planning or media placement and optimisation. It also can help with content strategy.
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1,800,000 1,600,000 1,400,000 1,200,000 1,000,000 800,000 600,000 400,000 200,000 0
15
WHAT IS THE MOST SEARCHED FOR WORLD CUP MERCHANDISE, AND WHO HAS VISIBILITY FOR THESE TERMS?
TRENDS
Jan Feb Mar Apr May Merchandise is an interesting category for retailers, where seasonality has an important impact. We looked here at search volumes trends across all merchandise terms and the data shows a 250% increase in searches across merchandise terms from between April and May:
250% increase in searches acrOss merchandise terms frOm april
1,800,000 1,600,000 1,400,000 1,200,000 1,000,000 800,000 600,000 400,000 200,000 0 Jan Feb Mar Apr May
TOP SEARCHED MERCHANDISE
flags are the mOst pOpular merchandising item accOunting fOr 92% Of all merchandise searches
There were a total of 1.7 million searches around World Cup merchandise and Flags was without any doubt the most popular item. Its followed by other smaller category items such as Football T-Shirts and Wall Charts. Shown below are the top 15 merchandise categories:
1,800,000 1,600,000 1,400,000 1,200,000 1,000,000 800,000 600,000 400,000 200,000 0
lls ll Sh irt s T Sh irt Po s M st er e ch rs an di s Je e rs ey s D VD s To ps Bo ok s Bo ot Ba s dg es C lo th in g
ha rts
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Fl
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Fo
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Country flags command a massive 92% of all the searches in the terms looked at, with over 1.5 million searches in May. World Cup wall charts have an impressive 39,000 searches, and World Cup footballs are also popular with just over 20,000 searches.
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16
TOP SITES FOR MERCHANDISE TERMS
wikipedia ranked number One fOr many Of the cOuntry flag terms
Shown below are the top 15 sites with estimated natural search traffic clicks from Merchandise terms:
450,000 400,000 350,000 300,000 250,000 200,000 150,000 100,000 50,000 0
en .w .e ik nc ip ha ed nt ia ed .o rg le ar ni ng w w .c w w om w .c w rw .m fla ap gs w so .c w fth om w .p ew ic or tu ld re .c so w om w fe w ng .a la pp nd lie .c dl om an gu ag e. co w w m w .fl ag s. co m fla gs po t.n et w w w w .c w ia w .g .th ov eo do w w w ra w w .c .w p. om gr or ee ld at nw la ic s. hm co m ea nt im e. w co w w m .fl ag on w lin w w e. .th w it w es w un .m .c irr o. or uk fo ot ba ll. co .u k w w
the tOp site receiving traffic is mirrOr fOOtball
Wikipedia again receives the majority of clicks, again due to the fact it ranks number one for many of the country flag terms. The other sites in the top 15 are also their mainly because of the ranking for flagrelated searches, due to the sheer volume of flag searches. However, there arent many commercial sites visible in natural search within this space. Removing all the flag terms from the top sites, we can see clicks for World cup Merchandise excluding flags:
7,000 6,000 5,000 4,000 3,000 2,000 1,000 0
g m k st o. at uk es m ex an pe .c rtf om oo tb al l.c w om w w w .fi w fa w .c .a om m az w w on w w .c .te w o. w le uk .w gr or ap ld h. so co cc .u er k sh op .c se om le ct ab w et w .n w et .k itb ag .c om om .u co or .u co co .c p. g. rt. ha pc de .in w w w w pe co m k lo ll. ld ho s. pb en .n nt t.c ew
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The top site receiving traffic is Mirror Football, primarily a news site but which provides World Cup wall charts, a large volume category. It is followed by Soccerballworld which is a site all about footballs, and receives a lot of traffic from terms such as world cup footballs.
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17
WHAT WERE THE INFORMATIONAL QUERIES AROUND THE WORLD CUP? WHO RECEIVED TRAFFIC FOR THESE QUERIES?
TRENDS
wOrld cup Queries tOtalled arOund 553,000 searches in may alOne
Another interesting theme to analyse is the information that people look for or research. What were internet users looking for during the World Cup? Informational World Cup queries totalled around 553,000 searches in May alone. Below shows trends in search volume from January to May:
600,000 500,000 400,000 300,000 200,000 100,000 0 Jan Feb Mar Apr May
Traffic from these informational queries more than trebled month on month from April to May.
600,000 500,000 400,000 300,000 200,000 100,000 0 Jan Feb Mar Apr May
18
WHAT INFORMATION WERE PEOPLE SEARCHING FOR IN MAY?

the type Of wOrld cup infOrmatiOn searched is fOr fOOtball schedules and fixtures
There are different types of informational query around the World Cup, which can be loosely bunched together into categories. Shown below is the split between the different types of informational queries:
(51%) fixtures/schedule (28%) teams/groups (13%) Odds/betting (8%) facts/history
The majority of searches are around users seeking fixtures and dates for the games, with a total of 280,000 searches. Searches for information about the teams, squads, tables and groups also have a significant amount of search, with 155,000 searches. There are around 72,000 searches from users seeking the odds and on betting related terms. Facts and history include terms such as world cup history, world cup statistics and so on, and amounts to around 46,000 searches. Conducting the same analysis over a period of time can also help to identify new valuable trends or topics that can provide good opportunities being ahead of other competitors.
TOP SITES FOR INFORMATIONAL QUERIES
fifa.cOm takes the liOns share Of traffic, with nearly 94,000 visits in may
Shown below are the top 15 sites with estimated natural search traffic clicks from informational queries:
100,000 90,000 80,000 70,000 60,000 50,000 40,000 30,000 20,000 10,000 0
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Fifa.com takes the lions share of traffic, with nearly 94,000 visits from natural search in May. The BBC and Telegraph, both major news sites received 42,000 and 16,000 clicks respectively.
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11,141 (Germany)
7,873 (Ivory Coast)
7,358 (Cameroon)
7,300 (Australia)
8,710 (Holland)
8,146 (Algeria)
6,110 (Nigeria)
19
WHAT WERE THE MOST SEARCHED FOR FOOTBALL TEAMS IN MAY?

england and sOuth africa are the mOst searched fOr fOOtball teams, with 223,000 and 43,000 searches respectively
8,710 8,146 7,873 7,358 7,300 6,110
During May there was a lot of buzz around the best country teams. The progress of team to the finals or semi-finals will have had a direct impact on different search terms. The chart below shows the top 15 searched country football teams by search volumes:
11,141
223,400
43,300
29,770
24,780
21,290
20,520
16,130
12,550
11,141
8,710
8,146
7,873
7,358
7,300 Australia
Holland
Algeria
Australia
Ivory Coast
Cameroon
Germany
Nigeria
England
South Africa
Mexico
Ivory Coast
Cameroon
Argentina
France
Italy
Germany
Algeria
Perhaps unsurprisingly England and South Africa were the most searched for football teams, with 223,000 and 43,000 searches respectively.
24,780
21,290
20,520
16,130
12,550
8,710
Argentina
France
Italy
Mexico
Germany
Holland
Algeria
Spain
8,146
Two South American countries Brazil and Argentina were 3rd and 4th, with 30,000 and 25,000 searches.
11,141
Holland
Nigeria
Brazil
Spain
6,110
20
WHAT ARE THE MOST SEARCHED WORLD CUP CONTENT QUERIES?

peOples tOp cOntent interest is arOund music and sOngs
There were nearly 29,000 searches in May for content relating to the World Cup. The chart below shows the various types of content that people were searching for:
(13, 100) music/song (12,100) logo (3,600) news (2,400) picture (720) photos (480) video
There were over 13,000 searches for the World Cup Music/Song. There was significant numbers of people searching for the World Cup logo as well, with over 12,000 searches.
TOP SITES FOR CONTENT QUERIES
the Official fifa site receives just Over 2,800 visits frOm the cOntent Queries
Shown below are the top 15 sites with estimated natural search traffic clicks from content queries:
3,000 2,500 2,000 1,500 1,000 500 0
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The official FIFA site received just over 2,800 visits from people searching for content, with the unofficial site WorldCupSong.com close behind receiving just over 2,500 visits. These mostly came from people looking for the World Cup Music/Song.
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World Cup 2010
ADMIT ONE
032735
the term wOrld cup tickets has mOst Of the searches by far with a tOtal vOlume Of 18,000
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The term world cup tickets had most of the searches by far with a total volume of 18,000. Searches for World Cup final tickets had just over 2,000 searches.
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032735
WHAT WERE THE TOP SEARCHED FOR TICKET RELATED WORLD CUP TERMS IN MAY?
Surprisingly tickets was not a large category. Shown below are the top search terms related to World Cup tickets:
20,000 18,000 16,000 14,000 12,000 10,000 8,000 6,000 4,000 2,000 0
22
IMPACT OF MOBILE SEARCHES DURING THE WORLD CUP 2010
23
IMPACT OF MOBILE SEARCHES

Mobile searches are starting to be important. iPhones are currently the top device in the UK accounting for 38% of all mobile search requests according to AdMob May 2010 data. UK mobile users send an average of 1,5 million picture and video messages every day according to the Mobile Data Association.
mObile searches fOr wOrld cup Only represented 1% Of tOtal searches
There were 49,000 searches from mobile phones in May, as opposed to almost 5.2 million desktop searches. A clear example of how, though mobiles are increasingly popular these days, they are still some distance from reaching the same volumes of traditional desktop searches.
(5,196,132) desktop search (48,982) mobile search
Comparing mobile and desktop by World Cup category query, its apparent that the top categories (players) rank first for both mobile and desktop. Nonetheless, searches have been larger in amount using desktop devices than the ones for mobile.
24
The second interesting insight is that the merchandise category which is usually linked to more commercial transactions, is of less importance for mobile. This suggests that m-commerce is still growing and mobile users are not ready yet for commercial transactions via their mobile devices and phones.
players
information
merchandise
generic
content
tickets
es k M ob ile Se ar c
0%
to p
mobile search
Se ar c
desktop search
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Finally, analysing each mobile category of searches, players received a total of 35,074 searches, whereas information and merchandise related queries only achieved 5,746 and 5,732 searches respectively.
40,000 35,000 30,000 25,000 20,000 15,000 10,000 5,000 0
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SEARCH INSIGHTS REGARDING CONSUMER PRODUCTS DURING THE WORLD CUP 2010
100,000 80,000 60,000 40,000 20,000 0

V V V V V V V "T "T "T "T "T "T "T 26 28 42 47 32 37 50 52 "T V
26
CONSUMER PRODUCTS
sales Of electricals grew by 13% (imrg) year On year, and tOp searched type Of tv cOrrespOnded tO 32tv fOllOwed by 42tv
According to the Interactive Media Retail Groups (IMRG) latest e-retail sales index, sales of electricals and alcohol grew by 13% and 23% year on year. We decided to look at searches around these two products.
200,000 180,000 160,000 140,000 120,000 100,000 80,000 60,000 40,000 20,000 0
V V V V V V V "T 50 "T "T "T "T "T "T 26 28 42 32 37 47 52 "T V
Shown below are the various TV sizes that consumers are searching for, with the number of searches for each one. There were 657,000 searches for TVs. The searches include qualifiers such as LCD, and HDTV. 32 TVs are the most searched for size of TV, with nearly 185,000 searches during May. 42 TVs are also very popular with just over 163,000 searches. The least searched for TVs are 28 TVs, with just over 6,000 searches in May. These insights should be of real interest for manufacturers or for chain retailers, as some consumer behaviour is associated with the data. For instance, it seems that consumers trade up from 32 TV to 42 TVs, and they show little interest in the mid range product (37 TV).
27
WHO GETS THE MOST TRAFFIC FROM PEOPLE SEARCHING FOR TVS?
the price cOmparisOn site nextag.cO.uk receives the mOst traffic, with an estimated 45,000 clicks in may
We can estimate the top sites which are getting this traffic and rank them accordingly. Shown below are the top 15 sites that received natural search traffic around these terms:
50,000 45,000 40,000 35,000 30,000 25,000 20,000 15,000 10,000 5,000 0
ov
uk
om
uk
om
uk
uk o. .c ds w w .te le gr ap
uk
om
om
ne
et
.u
.n
.g
o.
o.
o.
o.
co
ot
ia
.c
.c
gs
r.c
ld
ng
nd
ag
.c
g.
sp
.c
ia
on
or
fla
ne
ta
ni
la
.fl
an
ag
ire
ct
az
ex
un
ng
ar
rw
of
.fl
ld
.n
er
.c
fe
ap
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ed
ita
ix
so
ric
.p
.m
ig
re
.p
ha
.d
tu
.ri
ch
nt
er
nc
ic
.e
.p
The price comparison site NexTag.co.uk received the most traffic, with an estimated 45,000 clicks in May. Amazon.co.uk also had a significant share of voice, taking just over 31,000 clicks. Other price comparison sites shown include Pricerunner.co.uk, dealtime.co.uk and kelkoo.co.uk.
so
le
un
h.
co
.c
.c
.c
.c
s.
.u
300,000
10% 90% Cider Beer UK SEARCH AND SOCIAL MEDIA DURING THE WORLD CUP 2010
250,000
28
200,000
150,000
WHAT ABOUT PEOPLE LOOKING FOR BEER?

100,000 50,000
10% Cider
90% Beer
Doing the same sort of analysis on the data we have on people searching for beer, we 0 can see that searches around beer and cider saw an increase in the months running up Jan Feb Mar Apr May to the World Cup. Shown below are search trends across beer and ciderrelated search terms:
300,000
althOugh cider is very pOpular, there were nearly nine times mOre searches fOr beer than cider in may.
250,000 200,000 150,000 100,000 50,000 0 Jan Feb Mar Apr May
There were 280,400 around beer and cider related terms in May compared to 253,000 in April. Although cider was very popular, there were nearly nine times more searches for beer than cider in May.
300,000
250,000
200,000
150,000
100,000
50,000
0 Jan Feb Mar Apr May
29
WHO HAS THE GREATEST VISIBILITY FOR BEER?

Perhaps surprisingly, Wikipedia again receives the largest share of the traffic generated by searches for beer. This is mainly due to ranking first for generic beer and cider terms. Whats interesting to note is that commercial sites dont have much visibility in this space despite the huge investment in offline marketing by some of the top beer brands, leaving a hole within the online space. Also supermarkets chains miss the opportunity to rank highly for these products and around these World Cup terms.
cOmmercial sites have nO visibility fOr beer related searche during the wOrld cup 2010 despite Of an Online sales grOwth Of 13% year On year
We can estimate what sites receive traffic for these key terms:
70,000 60,000 50,000 40,000 30,000 20,000 10,000 0
uk
uk
rg
uk
om
om
uk
uk o. .c w w w .fi re
.u
.u
.u
co
.u
uk
rg
rg
co
ia
.c
.c
.c
.c
b.
co
.c
.c
o.
ng
.o
er
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ed
on
on
pe
tz
e.
y.
.c
ad
be
ra
pu
rri
ba
ar
ni
id
ip
ev
az
ro
am
ve
ew
rm
ra
nd
ee
.e
-c
r-d
eu
ee
ob
.w
ra
es
ee
ns
.c
.a
of
.b
en
ee
.w
ee
.c
or
th
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rs
to
rin
.b
st
ee
es
.b
ee
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.b
.w
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in
kc
ik
id
bo
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x.
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o.
30
PREFERRED BRANDS DURING THE WORLD CUP 2010
31
WHICH ARE THE PREFERRED BRANDS DURING THE WORLD CUP AND WHICH ONES HAD MORE VISIBILITY AND ENGAGEMENT?
BRAND VISIBILITY
mcdOnalds has the largest brand search bOth in natural search and alsO within yOutube
The World Cup 2010 had 21 partners, sponsors and supporters, which included many large global and leading brands. These brands have varying amounts of visibility across search and social networks, thus, we explored the level of engagement for some of these brands during the world Cup as we believed that given the enormous marketing expenditure during this event, this was of key relevance in our analysis. The search volumes for all the brand sponsors totalled nearly 2.5 million searches in the UK as opposed to 2.25 million in YouTube globally(*). The chart below shows the total searches for the top 15 brand sponsors/partners of the World Cup, in natural search, and also YouTube searches in comparison:
(*) Note that YouTube figures in the UK are not enough to be representative
700,000 600,000 500,000 400,000 300,000 200,000 100,000 0
brand searches youtube searches
BP
tn M
as
ds
ny
ta
se
te
Vi s
Fn
nd
ek
ol
dr
So
ira
en
ei
in
Ad
on
gr
dw
tin
oc a
Em
ah
cd
on
McDonalds had the largest number of brand searches both in natural search and also within YouTube, with more than 0.5 million natural searches in the UK and YouTube searches worldwide. This large amount of searches had been impacted by a recent advert for McDonalds shown in France. Adidas also had a large number of natural brand searches, with 510,000 searches, but a much smaller YouTube search volume despite of almost 4 million YouTube views with Adidas Originals - Star Wars Cantina 2010 (http://www.facebook.com/adidasoriginals), a campaign also promoted using social networks Adidas YouTube search volume was smaller in proportion to McDonalds, or Sony. These brands had 450,000 natural searches and 578,000 YouTube searches respectively. BP had the third largest YouTube search volume, mainly due to the recent oil spill disaster in the Gulf of Mexico, and not because of the World Cup related views.
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Ag
Te l
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ko
al
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32
BRAND ENGAGEMENT
adidas fOOtball has achieved very pOsitive sOcial engagement thrOugh their wOrld cup 2010 related status updates
In this section of the research we also looked at some figures that provide insights around brand engagement. We checked the number of status updates and fan reactions to status updates (likes and comments) over a two week period (4th to 20th June) covering the beginning of the World Cup. We separated out updates which related to the World Cup from those which did not and compared the level of fan reactions to each. The more reactions that brands received from World Cup status updates compared to non World Cup status updates the more engagement can be seen to be generated by the brands association with the event.
Fan engagement with World Cup v Non World Cup Status updates
Coca-Cola Football
Hyundai Football
Castrol Football
Adidas Football
Continental Visa Budweiser Football Adidas Budweiser Sony Hyundai Coca-Cola McDonalds Mahindra 0 10
-10
20
30
40
50
60
World Cup related status updates
Brands along the top line only spoke about the World Cup in their status updates and those sitting at 0 did not produce an update regarding the World Cup at all. The chart above visualises the value that association with the World Cup brought to brand engagement on Facebook. Those which utilised the association through specific campaigns were more likely to benefit from better engagement. Brands which decreased their fan engagement when talking about the World Cup did not make a strong enough association with the event or present this association in a way which interested their fans. This also visualises the amount of effort put in by brands to make the most of their sponsorship and describes how aligned their online/offline strategy was with social networks. The ideal position to be in would be in the top right hand corner of this diagram which would show a high level of engagement and a rapid increase in engagement which is appropriate for a event of this nature. The size of the bubbles indicates the number of fans each brand has on Facebook. Bubbles appended with Football indicate a brands dedicated World Cup or Football Page. As we can see the largest brands are Coca-Cola, Adidas and McDonalds. In order to decide which brands were making the most of their Social Media presences with regard to the World Cup it is worth comparing with other social spaces.Another interesting insight is provided by checking overall number of followers, fans and subscribers.
33
OVERALL
whilst mcdOnalds dO appear tO freQuently publish cOntent On yOutube, they missed the OppOrtunity tO publish related status updates
Points of note include the fact that in some cases (such as Budweiser), campaign channels (i.e. those specifically targeted around the World Cup) are more popular than their main brand channel. This would seem to demonstrate that brands were not benefiting from a connected social media plan which can leverage the popularity of individual campaigns to strengthen brand presence. Conversely, it is also worth noting that not all brands are utilising their overall brand strength to effectively communicate individual campaigns. For example, McDonalds did not publish any status updates in the time period we looked at which can be seen to be a waste of a communication channel. Whilst McDonalds do appear to frequently publish content on YouTube they have turned off the ability to comment on videos meaning that they were missing out on free consumer feedback.
40000 35000 30000 25000 4000000 20000 3000000 15000 10000 5000 0
M c Ad Don id al as ds Bu Fo dw ot ei b se r F all oo t Bu ball dw C as ei tro s l F er H yu oo nd tb a ai Fo ll ot ba ll So ny H yu nd a M ah i in dr C a on tin en ta C oc l aC Vi ol sa a Fo ot ba ll C Ad id as ol a
youtusubscribers twitter followers faceb fans
7000000
6000000
5000000
2000000
1000000
oc a
34
YOUTUBE
The graph below measures the number of Channel and Total Upload views and the number of subscribers a Channel has. Whilst there is no ideal ratio of Channel views to total upload views, it is generally accepted that:
best pOsitiOned brands in yOutube are adidas fOOtball (adidas) and cOca-cOla
Total upload views should be the higher number Channel views should give an indication of the volume of total upload views Budweisers dedicated football channel (BudUnited) allows users to watch videos in a flash section of the page, views of which may not be accounted for through the traditional video count, which may be why Channel views are so much higher than video views.
10,000,000 9,000,000 8,000,000 7,000,000 6,000,000 5,000,000 4,000,000 3,000,000 2,000,000 1,000,000 0 0 4,000 6,000
channel views total upload views subscribers
12,000
10,000
8,000
2,000
ny
ds
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ai
ba
nd
tb
se
ol
ta
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tb
id
Ad
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on
en
yu
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dw
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tin
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Ad
In instances such as Continental and Sony where the Channel views are as high or nearly as high as Total Video uploads, the conclusion seems to be that whilst there is an interest from consumers in viewing brand related content, their expectations arent being met by the content being published by the brand. Alternatively a previously successful video could have driven interest in the channel but subsequently been removed (and therefore not included in the manual count up of their video counts). Other Channels such as McDonalds and Hyundai suffer from the opposite problem of a relatively low number of Channel views compared to total upload views which suggests that they are not doing enough to drive interest in their branded channel. Whilst users may stumble across their video content, their interest in the brands content is not enough to encourage them to click through to the channel. Alternatively you could say that users may be browsing other Brand videos through onpage search options, as well as subscribing to the channel on the actual video page.
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sa
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35
TWITTER
The graph below shows the number of times a brand tweeted and were retweeted/@ replied in a day and the number of followers that brand has. Brands which are missing here are Visa, Budweiser, Castrol Football and Continental. Here we can see that there is no direct correlation between the number of published tweets (effort), retweets/@ replies (engagement) and the number of followers of a brand (interest). Engaging with a brand on Twitter requires users to publically publish a tweet either directed at a brand or repeating something it has itself tweeted. Unless you are implying some level of negativity in your tweet, you are acting as an advocate for the brand by, in effect, advertising their presence and in the case of retweeting, distributing their message.
300 250 200 150 100 50 0
brands which are missing here are visa, budweiser, castrOl fOOtball and cOntinental which prOves lack Of hOlistic apprOach with the wOrld cup marketing effOrts
number of @/rt in one day tweets a day followers
40000 35000 30000 25000 20000 15000 10000 5000 0
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This could perhaps be taken to mean that it is a brands ability to target their content to the needs and wants of their audience that is more important on Twitter, as engagement ultimately means a higher level of advocacy. Brand usage of social media appears to be inconsistent across many brands though those which do maintain their presence were able to leverage their social media strength during the World Cup to their advantage. However, this was also affected by whether there was a clear and obvious relationship between brands and the World Cup through the incorporation of event aspects included within the brands messaging. International sponsors which did not have any official brand presence in the social spaces we investigated are BP and Emirates. We did not look at national as opposed to international brands (such as FNB and Neo-Afrika).
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36
ABOUT iCROSSING
37
ABOUT iCROSSING
iCrossing UK is a digital marketing agency that specialises in search and social media. We design and build search and social media strategies for some of the worlds biggest brands, including The Coca-Cola Company, Toyota, Virgin, Bank of America, and TK MAXX. iCrossing UK is part of iCrossing, one of the worlds largest, digital marketing agencies, which employs 600 staff in 12 offices around the globe, including 100 staff based at UK offices in London and Brighton. iCrossing has won numerous accolades, including the number one-ranked agency for both paid and natural search in Forrester Researchs 2009 Wave report of US search marketing agencies, OMMAs Search Agency of the Year, Best Use of Search at the Revolution Awards and a finalist for Revolutions Agency of the Year award. We are also the only agency with two Forrester social-media case studies to its name. iCrossing is a unit of Hearst Corporation, one of the worlds largest diversified media companies. Find out more at www.icrossing.co.uk or contact us on +44 (0)1273 827 700 (results@icrossing.co.uk) London 2nd floor 22 Chapter Street London SW1P 4NP Tel: +44(0)20 7821 2300 Fax: +44 (0)20 7828 2866 Brighton Moore House 13 Black Lion Street Brighton United Kingdom BN1 1ND Tel: +44 (0)1273 827 700 Fax: +44 (0)1273 827 701

World Cup Research: Search and Social Media During The World Cup

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UK SEARCH & SOCIAL MEDIA DURING THE WORLD CUP 2010

UK SEARCH AND SOCIAL MEDIA DURING THE WORLD CUP 2010

COPYRIGHT 2010 ICROSSING LTD - HEARST GROUP -

UK SEARCH AND SOCIAL MEDIA DURING THE WORLD CUP 2010

INTRODUCTION AND METHODOLOGY USED

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UK SEARCH AND SOCIAL MEDIA DURING THE WORLD CUP 2010

AN ESTIMATED 1.5 BILLION PEOPLE WATCHED THE WORLD CUP OPENER

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UK SEARCH AND SOCIAL MEDIA DURING THE WORLD CUP 2010

COPYRIGHT 2010 ICROSSING LTD - HEARST GROUP -

UK SEARCH AND SOCIAL MEDIA DURING THE WORLD CUP 2010

BACKGROUND AND TRENDS DURING THE WORLD CUP 2010

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UK SEARCH AND SOCIAL MEDIA DURING THE WORLD CUP 2010

FEW FACTS ABOUT THE WORLD CUP 2010

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UK SEARCH AND SOCIAL MEDIA DURING THE WORLD CUP 2010

COPYRIGHT 2010 ICROSSING LTD - HEARST GROUP -

UK SEARCH AND SOCIAL MEDIA DURING THE WORLD CUP 2010

THE NATURE OF QUERIES DURING THE WORLD CUP 2010

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UK SEARCH AND SOCIAL MEDIA DURING THE WORLD CUP 2010

COPYRIGHT 2010 ICROSSING LTD - HEARST GROUP -

UK SEARCH AND SOCIAL MEDIA DURING THE WORLD CUP 2010

COPYRIGHT 2010 ICROSSING LTD - HEARST GROUP -

UK SEARCH AND SOCIAL MEDIA DURING THE WORLD CUP 2010

drogba ronaldinho terry

74,000 58,320 74,000 25,100

France Ivory Coast Holland Serbia Italy

COPYRIGHT 2010 ICROSSING LTD - HEARST GROUP -

UK SEARCH AND SOCIAL MEDIA DURING THE WORLD CUP 2010

dempsey donovan blanco robinho

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UK SEARCH AND SOCIAL MEDIA DURING THE WORLD CUP 2010

WHICH SITES BENEFIT FROM SEARCHES FOR PLAYERS?

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UK SEARCH AND SOCIAL MEDIA DURING THE WORLD CUP 2010

1,800,000 1,600,000 1,400,000 1,200,000 1,000,000 800,000 600,000 400,000 200,000 0

250% increase in searches acrOss merchandise terms frOm april

TOP SEARCHED MERCHANDISE

lls ll Sh irt s T Sh irt Po s M st er e ch rs an di s Je e rs ey s D VD s To ps Bo ok s Bo ot Ba s dg es C lo th in g

COPYRIGHT 2010 ICROSSING LTD - HEARST GROUP -

UK SEARCH AND SOCIAL MEDIA DURING THE WORLD CUP 2010

TOP SITES FOR MERCHANDISE TERMS

the tOp site receiving traffic is mirrOr fOOtball

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UK SEARCH AND SOCIAL MEDIA DURING THE WORLD CUP 2010

wOrld cup Queries tOtalled arOund 553,000 searches in may alOne

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UK SEARCH AND SOCIAL MEDIA DURING THE WORLD CUP 2010

WHAT INFORMATION WERE PEOPLE SEARCHING FOR IN MAY?

(51%) fixtures/schedule (28%) teams/groups (13%) Odds/betting (8%) facts/history

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7,873 (Ivory Coast)

UK SEARCH AND SOCIAL MEDIA DURING THE WORLD CUP 2010

WHAT WERE THE MOST SEARCHED FOR FOOTBALL TEAMS IN MAY?

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UK SEARCH AND SOCIAL MEDIA DURING THE WORLD CUP 2010

WHAT ARE THE MOST SEARCHED WORLD CUP CONTENT QUERIES?

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UK SEARCH AND SOCIAL MEDIA DURING THE WORLD CUP 2010

World Cup 2010