nielsenfeaturedinsights_socialmediaandcricketworldcup

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Indias most prominent brands jumped on the social media bandwagon more aggressively than ever before

during the Cricket World Cup 2011, according to a report on social media marketing and buzz by NM

Incite, a Nielsen McKinsey company. The study looked at the social media universe in totality includingblogs, discussion boards, forums, YouTube and Twitter in addition to the brands Facebook pages,

gathering intelligence across platforms to listen to what consumers are talking about. Brand Pepsi leads

the list of brands that are dominating the social media sphere mid-way through the tournament and is

followed by Nokia, LG, Vodafone, Sony and Coca Cola respectively. Though the Soccer World Cup was a

tentative start as far as brands leveraging social media went last year, this years Cricket World Cup has

seen the emergence of savvy marketers aggressively driving their association with the event through social

media.

Continuous engagement scores for brands

Surprisingly, some of the most popular and active sports brands, though closely associated with the event,

feature in the bottom half of the list with Adidas only slightly ahead of Reebok and Nike. For global sports

brands, an association with a large sporting event is to be expected. Some brands have managed to keep

their social media campaigns far more dynamic by altering content and stimulus during the course of the

tournament rather than have a more limited approach.

New Heroes join old ones on social media

Amongst players, Sachin Tendulkar continues to lead the charts but the gap between him and the next

two, Shahid Afridi and Ricky Ponting has reduced compared to pre-event buzz. Indian skipper MS Dhoni

has fallen from fourth place before the tournament to seventh place and has been replaced by Stuart

Broad. Shakib Al Hasan finds himself amongst the other stalwarts ahead of Yusuf Pathan. Player

performance likely to be the key driver of buzz during matches but what has changed is that Twitter has

Cricket World Cup dominates Indian Social

Media discussions as brands compete to win a

greater share of Social Media buzz

By: Farshad Family, Managing Director- Media, Nielsen

Nielsen Featured InsightsDelivering consumer clarity

Copyright c 2011 The Nielsen Company. All rights reserved. Nielsen and Nielsen logo are trademarks or registered trademarks of The Nielsen

Company.

n Pepsi tops the brand charts mid way through the tournament; a host of official sponsors and

advertisers enter the social media conversation

n Ireland jumps up the ranks and Bangladesh bests South Africa and Sri Lanka; Dhoni stays behind

Ponting and Afridi amongst social media users even as Sachin continues to reign


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emerged as the preferred destination of live match scores typically, this means that it will act as a trigger

for tuning into the match itself, making a difference to how consumers interact with brands on traditional

media like television or other websites broadcasting the matches.

Surprises spark greater buzz

Team India managed to retain its top spot as the most talked about team, though share of voice

surrounding the men in blue has dropped from pre-event levels. Minnows Ireland have shot up the

rankings due to their surprising performance against more established teams, while Bangladesh continues

to do better than more experienced sides like Sri Lanka and South Africa. What seem to be driving buzz

during the tournament on blogs, boards and Facebook is the pre and post match analyses by users as well

as the unexpected performance of underdogs like Ireland and Bangladesh. This means that the new heroes

and the next batch of brand endorsers could very well be decided by social media.


Company.

Chart 1: Brands linked with World Cup: Share of Voice

*Official ICC World Cup Partner. (The study included official sponsors, their leading competitors andthe largest advertisers by volume on the Cricket World Cup during the period of the study).

Source: NM Incite, a Nielsen McKinsey CompanyCGM Type: Global sources including Twitter, blogs, forums (including Facebook pages)

Time Period: Feb 18 Mar 11, 2011


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Company.

About NM Incite

NM Incite, a Nielsen McKinsey Company, builds upon the industry-leading social media and online brandmetrics, consumer insights and real-time market intelligence of Nielsen BuzzMetrics and the capabilitybuilding, proprietary knowledge and expertise in areas of marketing & sales, organization and serviceoperations of McKinsey to help businesses harness the full potential of social media intelligence. NM Incitecurrently operates in 24 countries with headquarters in New York. For more information, please visitwww.nmincite.com or Twitter: @nmincite

Chart 2: Players Share of Voice

Source: NM Incite, a Nielsen McKinsey CompanyCGM Type: Global sources including Twitter, blogs, forums (including Facebook pages)Time Period: Feb 18- Mar 11, 2011

Chart 3: World Cup Teams Share of Voice

Source: NM Incite, a Nielsen McKinsey Company

CGM Type: Global sources including Twitter, blogs, forums (including Facebook pages)Time Period: Feb 18 Mar 11, 2011

nielsenfeaturedinsights_socialmediaandcricketworldcup

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