“Adidas
has launched its biggest ever campaign to support its sponsorship of the World
Cup and tellingly has opted to spend more on digital marketing than TV ads”
“The
importance, and power, of a social media strategy is underlined by Twitter
which says there have already been more posts about the World Cup before a ball
has been kicked in Brazil than for the entire tournament in 2010.”
This shows how social media has
moved on from four years ago. In that social media has become a norm to people
and their everyday lives. To show that there had been more tweets about the
2014 world cup before it had even started over the whole of the 2010 tournament
shows in itself
I completely agree with
everything that is said. Even though the quotes were made before the world cup
had happened it backs up my ignite talk in that this world cup was the social
media world cup. They said that social media will be the winner over the three
platforms which I agreed as it becoming more and more used over loads of
different apps. Also saying that Adidas used most of its promotion on digital
media rather than TV adds for the first time showing the importance of social
media and the power it now has.
“Germany’s
World Cup final victory over Argentina smashed global records on Twitter, and
has become the biggest sporting event in Facebook’s history”
You can see why the world
cup broke records on twitter and facebook and this was due to the football
being a worldwide tournament and the first time social media really was
used in worldwide sporting games. You can also see why the semi final was the
most tweeted about game due to the result of the home country Brazil getting annihilated.
There was buzz all around the world
“However,
Germany's defeat of Argentina was the World Cup's biggest
moment, generating more than 618,000 tweets per minute, ahead of the 580,000 tweets per
minute sparked by the team's fifth goal against Brazil in the
semi-final.”
You can see why this was
the biggest event for Twitter because it was the first time the world could get
together and tweet about a worldwide sporting event. This is because in the
last world cup which was in 2010 social media wasn't as powerful then with
broadcast in which you could say was the most powerful so people didn't really
look to tweet then. However now as you can interact with celebrities and
also with Twitter introducing new ideas based around the world cup you can see
why it smashed Twitter records
“When
Luis Suarez took a piece out of Giorgio Chiellini, Twitter traffic confirmed
what had occurred before the commentary did.”
This shows us the importance of
social media in that it noticed something very important that wasn’t noticed at
first from the commentators. With Twitter word got around of what Suarez had
done and from this the commentators then noticed what happened and as a result
replays were shown.
“In
the past they could get away with it, but now they’re competing with thousands
of expert observers who are searching for every detail, who’ve spotted James
Rodriguez looking over his shoulder and lining up his epic shot at the same
time as the pundits have.”
This links in with my last quote
in that social media notices things that commentators and people at the stadium
would notice. As people on social media would look at every inch of detail and
try to raise awareness of them. Such as Sky sports and BBC sport would be
competing with each other to gain the most publicity by getting retweets and
favourites they could do this by noticing things no one else has noticed.
“I
tweeted “Prince Harry’s having a ’mare” and sat back to congratulate myself on
my originality. What I ought to have known is that others were having precisely
the same thought and many of them were tweeting it.”
The writer speaks about the
world cup and how easy it was for anyone to get lots of retweets and
favourites. For e.g. him comparing De Bruyne to Prince Harry and from that he
got loads of retweets and favourites. He then used the example of Suarez and
the bite and how it blew up Twitter and also the English commentary and the
contrasting style of commentating. I actually agree with this article in a way
if you make something funny or tweet something unique you can easily blow up
Twitter. Also showing how big Twitter has become and how used it is around the
world.
What is spoken about is the
way Twitter has moved on from the last world cup. Also talking about other
sporting events that have happened in between such as the Olympics in 2012 and
the super bowl in 2013. One fact was that there was more tweets about the 2014
world cup before the world cup had even started than the whole of the 2010
world cup. This highlights my ignite talk in that this was the first ever
social media world cup in that from 4 years social media has changes
drastically and also Facebook was miles ahead before but now Twitter is
becoming ever closer to Facebook.
“74.2% of viewers will be on social media during the World
Cup.”
This is a figure that shows us how social media plays such an
important role to us in today’s day and age in that 74% of viewers would be on
social media talking about the world cup, showing that social media is becoming
a norm for the most of us and in a way that we have to keep updated on our
social media or we might miss some headlines on social networking sites.
“42% of
viewers are likely to be posting about their favorite ads and 52% are likely to
follow or like a brand.”
This shows the importance of social media in a way that
businesses can promote themselves. The prime example of this in the world cup
2014 was when Luis Suarez bit Giorgio Chiellini and straight after this
incident brands such as Nando’s tweeted saying ‘why not take a bite out of
meal’ for e.g. This obviously gave them great media coverage in which they
gained loads of retweets and favourites and heavily promoted them. In the quote
the 42% ad relation will be people tweeting saying how funny this advert was
and the 52% would be from Nando’s getting recognition from Twitter accounts and
getting a follow.
“92% of people trust the recommendations they receive from
friends and family above all other forms of advertising. This means that
you can push your
content out to your audience, but it may go unnoticed unless someone they trust tells them to
pay attention.”
This may relate to
Twitter and Facebook accounts in that people may only trust the accounts with
many followers or that are verified. With this they may feel they are a trusted
source and would therefore listen to what they are tweeting or posting about
due to their popularity. But on the other hand these accounts may be bias
especially in football terms as for e.g. a football account may be an England
fan and may be in favour of England so most of the stuff they post may be bias
and positive in favour of England.
“The number of Adidas tweets has been increasing, averaging
12.2 million per day in the week”
This quote shows when the
tournament progressed Adidas gained more publicity. This kept on increasing as
the best players in the tournament wore Adidas. The best goal keeper, best
player and the top scorer all wore Adidas.
“With five minutes to go in the match, Adidas' Mr. Hughes
tells the team three pieces of content are ready to go if Germany wins: a
Hummels photo, a Vine video of his goal and a group shot in case another German
player also scores.”
This showed that Adidas just didn’t
go through one piece of social media. They put up a picture of the goal scorer
who wore Adidas and also put up a vine of the goal in which Vine as become ever
so popular and also a group shot of the German team who are also sponsored by
Adidas, this is clever in Adidas’s promotion as they are using different types
of media to promote themselves from moving to non-moving images.
“After Germany completes its win, fresh Getty Images photos
of Hummels and team members celebrating are tweeted from @adidasfootball, the
global handle, as well as Germany's @adidasfussball, with copy in German that
translates to "checkmate."”
By using words such as “checkmate”
it shows they are being clever and it also relates to German’s and their
arrogance. Another way in which they have used this in a clever way is through
James Rodriguez who was arguably their best source of advertisement: “Hold your head high. @jamesdrodriguez went #allin for his country, and now he
has the world at his feet. #WorldCup”.
From
social media Adidas could tell that Rodriguez was loved by the world and
everyone felt sorry for him and by Adidas tweeting this tweet it is made out as
if Adidas are there for him and are in support of him. By doing so Adidas
gained numerous retweets and favourites and thus getting more publicity on
Twitter. The hash tag all in was used in all of Adidas’s tweets in which they
got worldwide recognition from and also football players tweeted this, this may
show that all the Adidas wearers are a team and they are all in together, it
would also have allowed them to get trending on a worldwide basis as Adidas are
a worldwide brand with many followers.
“Four weeks ago James Rodriguez didn't have
universal appeal like a player like Messi, but now he does”
This
quote shows how the world cup could make a player’s career and it did as
Rodriguez signed for Real Madrid costing 63 million pounds mainly due to his
heroics in the world cup. This could have been helped by social media and Adidas
in their support for him and may be seen as a hero back home in Colombia.
“In the World Cup timeline, you can view Tweets related to the World Cup
from people in your network, along with relevant Tweets from teams, players,
coaches, press, fans in the stadiums and celebrities.”
This
showed the importance of the world cup and the effect it had on social media in
that Twitter made a new time line just for the world cup with a variety of
things you can access on this time line. I believe this was something clever
done as Twitter would know this is a worldwide tournament and loads of people
would be interested in this new idea.
“The match timeline shows
Tweets about specific matches that are happening in real time to help you keep
up with the latest goals, saves, fouls and more — even if you’re not near a TV.”
This also adds on to what was said in the last
quote in that you are updated regularly and by the second in another time line
made just for the world cup in the match time line where you can also access
all the matches and get all the updates from the match.
“Use a hashtag in front
of the relevant three-letter country code, and that country’s flag will appear
after the text.”
This
was something added in the 2010 world cup but has since moved on due to the
expansion of social media, in that if you hashtag your countries first three
letters of their name their flag shows up and this was just for the world cup.
This gave audiences a chance to show what country they’re from and show
everyone on their timeline who they support as well as many other incentives.
Also
on Snapchat there was Rio live. This was the first major event on the story of Snapchat
users all across the world. Basically on every users Snapchat story people
snaps of the final game of the world cup near the final were shown on this
story, obviously not all of them. This was the first time this was ever used on
Snapchat and it was of the world cup and obviously as it is a major event in
the world.
"Boundaries between cultures are becoming blurred, and globalization is the process whereby what happens in one society is increasingly interconnected with events in other parts of the world, then Facebook is both a postmodern phenomenon and a facilitator of globalization"
"Globalisation means that Western cultures
and media exert a disproportionate influence on the cultures of other
societies, with the implication that cultures can no longer be seen as separate
from one another, potentially leading to cultural imperialism. From the
perspective of a political economy this homogenisation of culture leads to
shared values and ideologies. America dominates world media with 85% of the
global film market and 68% of the global television market, and Facebook is an
American company. American values and ideologies are therefore imposed on the
rest of the world."
"In the 1960’s Marshall McCluhan, a Canadian cultural
theorist, argued that the world was becoming a ‘global village’. He wrote this
from a point of view of optimism about the world, not pessimism."
That record was shattered yesterday as Twitter users published 3,283 tweets per second at the close of Japan's victory over Denmark in the World Cup.
http://mashable.com/2010/06/25/tps-record/
