Case study, Samsung Football by Tom Chapman

Samsung FootballSocial Media & Digital PR Case Study

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

Background

• Increase share of voice within social media

• Drive traffic to samsungfootball.co.uk

• Drive signups to Experience Football competitions

OBJECTIVES

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?

FINDINGS PRE SOCIAL MEDIA OPTIMISATION

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

Social media optimisation strategy

Insight Monitoring

Micro-blogging

Social networks

Blogs & CommunitiesReporting

Engagement

Video & Photo Sharing

Wikipedia

SMO STRATEGY

Blog Coverage

COVERAGE

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

Promotions & Partnerships

COVERAGE

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

Facebook

COVERAGE

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

Forums & Communities

COVERAGE

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

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

SEO

COVERAGE

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

Twitter

COVERAGE

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

Twitter

RESULTS ANALYSIS

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

Twitter

RESULTS ANALYSIS

Through Twitter we have converted audience to advocates.

Twitter

RESULTS ANALYSIS

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

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.

Blogs29%

Promotions &partnerships

47%

6%

1%

1%

BREAK DOWN OF TRAFFIC REFERRERS

9%

7%

forums

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

THANK YOU