Posts tagged "Social"

UEFA Champions League creates worldwide Social ‘Buzz’ and Indonesia is the Buzziest Nation

The UEFA Champions League final, Europe’s biggest football tournament took place in Lisbon over the weekend. The all-Spanish final between Real Madrid CF and rising stars Club Atlético de Madrid generated an enormous buzz on social media worldwide. After a thrilling match, heading into extra time, Real Madrid won their 10th European Cup with a 4-1 win over Atlético Madrid.

Adobe Digital Index (ADI) used Adobe Social to monitor 4.5 million mentions of the final match on Twitter, Tumblr, Facebook, Pinterest, VK, Reddit, Disqus, and blogs during May. Here are some of the fascinating revelations:

      • 120 of the 196 countries in the world contributed to the social buzz around the match.
      • Surprisingly, Indonesian social media users topped the list of countries talking about the Champions League in the social space, accounting for 22% of mentions.
      • Spain was second with 11%, the U.K. third with 9%, and then the U.S. and Venezuela with 5%.
      • Indonesian social media users also figure prominently in the discussions of the two teams involved–further evidence of the massive popularity of European football in a country where a feud has split the domestic game into rival leagues. More mentions of Atlético came from Indonesia than any other country (35%), followed by the U.K. (16%), Turkey (13%), and the U.S. (7%).
      • In contrast, the Spanish are using social media to talk about Real Madrid. Just over 1/3 of the mentions of Real come from Spain, but, once again, Indonesians are also enthusiastic, with 19% of mentions of Real coming from there.
      • 43% of buzz about the UEFA Champions League final reflects ‘joy’ or ‘admiration’ for the game, while 25% is related to ‘sadness.
      • Among the players on show in the final, Real striker Cristiano Ronaldo figures most prominently in social media, averaging 36,425 mentions a day, compared with Atlético’s Diego Costa’s 20,908 average mentions.
          Fun fact: Ronaldo has the most Twitter followers of any athlete in the world, at more than 26 million. In fact, footballers comprise eight of the top 10 most followed athletes.

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Football is truly global, transcending geographical boundaries, races, and cultures. Given the vast reach of football, there is a tremendous opportunity presented by football fans’ activity on social and mobile.

The Champion’s League final and the upcoming World Cup offer marketers around the globe the chance to capitalise on what is shaping up to be a record level of mobile video and social media activity, as fans and foes pick up smartphones to catch up and comment on the teams online. By analyzing social media ‘buzz’ data, marketers can identify new opportunities and quantify the huge worldwide appeal of what some marketers might just consider a regional event. This is a great justification for expanding the use of social and mobile marketing in a business strategy.

Top 5 Areas Where Marketers Are Allocating Funds in 2014

Check out the region’s top digital trends in the APAC Digital Marketing Performance Dashboard report.

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Top 5 Reasons for Adoption of Digital Marketing in 2014

Check out the region’s top digital trends in the APAC Digital Marketing Performance Dashboard report.

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Power to the Marketer!

Srihari Palangala, Senior Marketing Manager Digital Media, Adobe India – LinkedIn

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Every single opportunity to listen to the customer and market delivers more power to the marketer.  The digital era provides a choice of open and direct customer listening possibilities. Because of this, the next decade is an absolutely great time to be a marketer. Digital avenues and technology will allow marketers to play increasing strategic roles – helping script moves that have manifold impact on the business. More importantly, data and technology make it easier for marketers to move away from a purely tactical view and engagement – not to imply that tactical is not just as important by any means!

Here are three specific areas where I see technology and digital outreach providing more power to the marketer:

1)      Marketers can scale volumes of business data more easily - If you are reaching consumers with your product or service, then you can target (create awareness), deliver the right message (drive interest) and fulfill consumer purchase transactions online. Marketers in this case, such as in the FMCG world, play a key role in driving business – while firmly in the driver’s seat.

On the other hand, if you are marketing to businesses (SMBs or Enterprises), then you can drive inbound interest from influencers/decision makers. When coupled with good CRM systems, digital marketing can help you monitor conversion and sales funnels better. As you understand your conversion funnel you can have funnel metrics-driven marketing programs. I’ve talked about elements of digital marketing in this slide deck.

2)      Marketers can focus on profitable business customers and on margin contribution – With digital outreach you can closely measure and constantly drive down the customer acquisition costs (variable costs). As you acquire customers, you can also track and measure the ‘quality’ of the customer and constantly target to pursue profitable (and returning) customers. Finally you can observe and track life-time value of customers and run targeted activities to keep customer engagement and retention high.

3)      Marketers can embrace the Internet to scale distribution and reach – Search, social and mobile has transformed the Internet experience for everyone. The number of people a marketer can potentially reach with technology today is astounding — about 40% of the world population has access to the Internet: ~10% through fixed broadband and ~30% through mobile broadband. And people are spending an increasing amount of time online. Digital allows us to quickly determine which marketing channels are working, and if they are not then we can fail fast and switch to more effective approaches. And as we see pilot campaigns delivering results, they can be potentially scaled up. Technology also allows us to look at effective ways to bring offline and online together on marketing campaigns.

The above said, from a practitioner perspective there is a lot of data to handle, digest and rationalize to be successful. This can be a daunting task – but nobody said that coming to terms with the new “marketer power” was going to be easy!

Top 5 APAC Digital Marketing Priorities 2014

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Check out the region’s top digital trends in the APAC Digital Marketing Performance Dashboard report.