Adobe Digital Dialogue

January 20, 2015 /Digital Marketing /

Roger Federer generating social buzz at Australian Open 2015

Michelle Gautrin, Senior Social Media Strate­gist, Dig­i­tal Mar­ket­ing, APAC, Adobe Sys­tems @mgautrin

As the Aus­tralian Open kicks off, the Swiss ten­nis leg­end, Roger Fed­er­er, is all the buzz on social. Eclips­ing his 1000th career win, Fed­er­er is gen­er­at­ing 2.5 times more social buzz now than he did lead­ing up to Wim­ble­don.

Roger Federer social buzz

Using data from Adobe’s Mar­ket­ing Cloud Solu­tions lever­ag­ing Adobe Social to take the pulse of ten­nis fans ahead of the Aus­tralian Open Ten­nis, Adobe Dig­i­tal Index analysed more than 2.5 mil­lion social men­tions of the tour­na­ment across var­i­ous social plat­forms.

While inter­est in Fed­er­er was high in the lead up to the tour­na­ment, not even he could eclipse the sta­tus of the world’s num­ber 5 play­er, Ser­bian Ana Ivanovic, who attract­ed more buzz in the 30 days.

social buzz wimbledon vs australian open

Although the Aus­tralian Open only has half the buzz that Wim­ble­don had lead­ing up to the event, social buzz share relat­ed to antic­i­pa­tion is more than 3 times high­er for Aus­tralian Open than it was for Wim­ble­don. In addi­tion, men­tions relat­ed to sur­prise were 2 times high­er than Wim­ble­don as well.

australian open sentiment

Won­der­ing where all the buzz is com­ing from? Inter­est­ing­ly, Aus­tralia isn’t the top coun­try buzzing about the annu­al ten­nis tour­na­ment. Instead, the U.S. takes the lead, fol­lowed by Aus­tralia and the U.K while India is also heav­i­ly engaged with the tour­na­ment. With­in Aus­tralia, the state of Vic­to­ria is pro­duc­ing the largest share of social buzz with Queens­land close behind.


Australian open - geo split

Adobe Dig­i­tal Index projects that social media buzz sur­round­ing the Aus­tralian Open will con­tin­ue to rise as the stars of ten­nis seek to start their 2015 sea­sons off with a strong result.

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