scoring inside and outside the box: world cup insights in search marketing

0

Scoring Inside and Outside The Box: World Cup Insights in Search Marketing

Sam Zindel, Data Strategist

Sam Fenton-Elstone, Head of Media

1 1 Image: Chungkong Art

- Search insights from SA 2010

- Audience Insight

- Marketing in The Moments

- The Road to Rio

2

Travel (3754)

Players Merchandise

Info

Generic Teams

Content

Tickets

Travel

Search Insights

Data Source: Google Trends/Adwords

3

Search Insights - Players

4

SEARCH TRENDS - INFORMATION

Flags - 1.5m (92%)

Search Insights - Merchandise

Image: Matt Cardy/Getty Images

5

Fixtures/Schedule 51%

Teams/Groups 28%

Odds/Betting 13%

Facts/ History

8%

Search Insights - Information


7

Which of these had the most

searches?

8 Images: motownsports.com/travelseelove.com/dailymail.co.uk

9

Search Insights – News/Viral


10 Data Source: Google Trends/Adwords


11 Data Source: Google Trends/Adwords


12

1 V 1

Which of these had the most

searches?

Images: motownsports.com/dailymail.co.uk

13

Audience insight (placeholder)

Audience Insight

Images: fotolia.com

15

Keyword/ User Intent

Message

Search gives you unique, real time insight into your audience

16

Understanding real time customer ‘intent’

Keyword Targeting Audience Access

Intent

Signal +

INSIGHT DATA

TECHNOLOGY

=

16

Tailor the strategy to your specific audience segment

Right message, time and price

Keyword Message Audience Segments

MESSAGE, BID, DEST 1 MESSAGE, BID, DEST 2 MESSAGE, BID, DEST 3 MESSAGE, BID, DEST 4

…

live england games

18

Audience insight

The Pitch has changed

The Pitch Has Changed…

19

The Lines Redrawn.

But you can still interpret the intent and

Your extended playing surface

Your Website

A unified approach will deliver better ROI

England Fan

Up weight

Investment, Alter messaging & Destination

Football Widow

Expand KWs,

alter message, up-weight investment

Pub Goer

Up weight

Investment, Alter messaging & Drive

through to mobile

destination

Wales Fan

Remove

Advertising as they will never qualify

drive through Natural Search

Your extended playing surface

22

Marketing in the Moments

Image: Getty

23

Key Moments

24

Key Moments

Sun 27th June England lose to Germany

Sun 11th July World Cup Final

25

The Road to Rio – Who’s on Board?

26

The Teams…

27

The Fans…

…Which audience will win our attention?

28


United States

Japan

Brazil

Russia

Germany

Nigeria

France

England

Mexico

South Korea

Italy

Spain

Argentina

Colombia

Iran

Australia

Netherlands

Chile

Belgium

Portugal

Switzerland

Greece

Algeria

Ecuador

Ghana

Croatia

Bosnia-Herzegovina

Costa Rica

Uruguay

Honduras

Cameroon

Ivory Coast

29

United States

Japan

Brazil

Russia

Germany

Nigeria

France

England

Mexico

South Korea

Italy

Spain

Argentina

Colombia

Iran

Australia

Netherlands

Chile

Belgium

Portugal

Switzerland

Greece

Algeria

Ecuador

Ghana

Croatia

Bosnia-Herzegovina

Costa Rica

Uruguay

Honduras

Cameroon

Ivory Coast

Population

Data Source: Wikipedia

Population Power-houses:

1 – United States 314m 2 – Brazil 200m

3 – Nigeria 170m

United States

Japan

Brazil

Russia

Germany

Nigeria

France

England

Mexico

South Korea

Italy

Spain

Argentina

Colombia

Iran

Australia

Netherlands

Chile

Belgium

Portugal

Switzerland

Greece

Algeria

Ecuador

Ghana

Croatia

Bosnia-Herzegovina

Costa Rica

Uruguay

Honduras

Cameroon

Ivory Coast

Population

Internet Users

30

Data Source: Wikipedia

Internet Users:

1 – United States 255m 2 – Japan 101m

3 – Brazil 99m

31

United States

Japan

Brazil

Russia

Germany

Nigeria

France

England

Mexico

South Korea

Italy

Spain

Argentina

Colombia

Iran

Australia

Netherlands

Chile

Belgium

Portugal

Switzerland

Greece

Algeria

Ecuador

Ghana

Croatia

Bosnia-Herzegovina

Costa Rica

Uruguay

Honduras

Cameroon

Ivory Coast

Population

Internet Users

World Cup 2014 Search Interest

Data Source: Wikipedia/Google AdWords*

* Based on sample keyword set of 600 terms

World Cup Search Demand:

1 – United States 2.6m 2 – France 1.9m

3 – England 1.7m

(average monthly searches)

32

- 500,000 1,000,000 1,500,000 2,000,000 2,500,000 3,000,000

United States

Japan

Brazil

Russia

Germany

Nigeria

France

England

Mexico

South Korea

Italy

Spain

Argentina

Colombia

Iran

Australia

Netherlands

Chile

Belgium

Portugal

Switzerland

Greece

Algeria

Ecuador

Ghana

Croatia

Bosnia-Herzegovina

Costa Rica

Uruguay

Honduras

Cameroon

Ivory Coast

World Cup 2014 Search Interest

Data Source: Google AdWords*

* Based on sample keyword set of 600 terms

Avg Monthly Searches

Other Key Search Markets:

4 – Germany 0.9m 5 – Brazil 0.7m

6 – Italy 0.7m

7 – Spain 0.6m 8 - Mexico 0.6m

(average monthly searches)

33

Can England Win?

34

Internet Use Penetration:

1 – Netherlands 93%

2 – England 87%

3 – Switzerland 85%

Smartphone Penetration:

1 – Australia 65%

2 – England 62%

3 – United States 56%

World Cup Search:

1 – Ivory Coast 4.4% 2 – England 3.7%

3 – France 3.4%

Data Source: Wikipedia/Google Insights/Google AdWords

Facebook Penetration:

1 – Ecuador 93% 2 – Chile 92%

3 – Uruguay 90%

35

England’s Facebook Penetration?

36

’ 66%

37

A Final Word – Why We All Love The World Cup

38

The “caxirola maraca” Official instrument of the 2014 World Cup 45 decibels quieter 1/30,000th of sound energy

Introducing…

Image: caxirolamaraca.com

39

Thanks for listening [email protected] [email protected] @samzZin @sjfe