World Cup sponsors social media ranking: Coke leads as knock-out phase begins
There’s little joy in Paris and Rome today. France and Italy, the 2006 World Cup finalists, are out. Could Spain be the next upset?
Speaking of World Cup winners and losers, some of the tournament’s major sponsors are seeing big gains in their social media followings, while others are faring poorly. Very poorly. We have the numbers below, part of a weekly feature here at Social Media Influence that will try to answer: is this big-ticket sponsorship investment really worth it? Let’s see.
Based off the numbers from last week, it’s clear that large social following begets a faster growing fan base, at least on Facebook. Coca-Cola, for example, now sporting 5.8 million Facebook fans, saw an impressive 169,000-fan increase in the last week. It was a similar story for Adidas and McDonald’s; they too saw big gains on their already impressive numbers as the chart below shows.
In relative terms, the biggest jump was in YouTube subscribers for video-savvy brands, especially when the online campaign revolves around user-created video. Coca-Cola and Visa are both hosting contests that allow fans to upload celebration videos in order to win tickets to the World Cup finals. Coke’s The Longest Celebration contest attracted 2,316, a 23% increase in number of subscribers, and Visa’s Go Fans channel saw an impressive growth of 55% from 540 to 1,202 subscribers. Here is our league table, with again no changes at the top.
There are some clear winners and losers. Half of the 14 companies listed above saw anemic growth in the first week. And, in the case of South Africa’s MTN and China’s Yingli Solar zero and negative growth. That’s pretty hard to do when you consider how much on-screen visibility these firms get during each broadcast. Why bother with the multi-million-dollar investment if you are not going to parlay that into some positive brand awareness and loyalty-building. The good news for these laggards is it’s not quite over yet.
Stay tuned for next week, as we continue to crunch the numbers to see what’s working best to get more fans.
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SMI blog post: World Cup sponsors social media ranking: Coke leads as knock-out phase begins http://bit.ly/cazQJv
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World Cup sponsors social media ranking: Coke leads as knock-out phase begins http://ow.ly/17SF1u
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Which sponsors are winning the social media #worldcup ? @socialinfluence has the answer http://tinyurl.com/3xls84c
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Social media #worldcup sponsors – Coke leads as we enter the knock-out stage http://tinyurl.com/3xls84c
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SMI: World Cup sponsors social media ranking: Coke leads as knock-out phase begins http://ow.ly/1qE9LQ
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World Cup sponsors social media ranking http://tinyurl.com/3xls84c
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World Cup marketing sponsors social media ranking: Coke leads in the knock-out phase http://bit.ly/9UQFVu
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SMI writes:: World Cup sponsors social media ranking: Coke leads as knock-out phase begins http://bit.ly/cazQJv
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[...] in terms of augmenting its brand’s social media following, as seen from our latest weekly World Cup sponsor social media audit. During the first week of the World Cup it attracted nearly 170,000 new social media followers, far [...]
[...] — over 600,000 new followers in the past week alone. To put that into perspective, Coca-Cola, last week’s top gainer, netted just [...]
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