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Maxus maps Week 2 social trends of FIFA World Cup 2014 in India

The Maxus Insights team has come out with Week 2 (June 19-25) roundup of social media statistics and insights around the ongoing FIFA World Cup in Brazil. The infographic and insights have been put together in partnership with Radian6

BestMediaInfo Bureau | Delhi | July 1, 2014

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Maxus India’s Insights team has created a report around the social media chatter around the on-going FIFA World Cup 2014. Maxus India with the help of Radian6 which provides data on social listening across platforms and the Maxus Insights team has put together some key observations across topics, hashtags and posts. Along with the observation the attached Infographic also give you a snapshot on how social media conversations fared in the 2nd week of the football World Cup.

I. Topline Facts
  • Post the inaugural week of the FIFA WORLD CUP 2014, the cumulative social conversational buzz volume receded to 3.12 Lakh plus mentions (approximately a 34% dip in volume from week 1), with Twitter dominating the numero uno social platform position to broadcast, trend & share information.  Across the week, buzz volumes were at threshold level on dates 22nd & 23rd June. (Estimation based on track able social platforms).
  • Social Buzz volumes remain highest across late evening (2000-2359) and early morning hours (0000-0359), a prevailing indication of multi-screen behavior while watching FIFA matches during the prime time & odd hours’ time band (IST).
  • During the week, highly engaging & conversing matches were Spain vs. Chile, Uruguay vs. England and Argentina vs. Iran. The two popular players in the second week grabbing the biggest share of conversation and mindshare were Luis Uruguay striker Suárez and Lionel Messi, forward specialist for Argentina. Both players garnered strong engagement with their on-field exuberance and unpredictability. Looking at the match trends and hashtag (#) associations, Argentina, Spain, Uruguay, England, Germany and Netherlands were teams popular on social forums.
  • The official Facebook handle of FIFA World Cup 2014 garnered milder response in comparison to week one with a fan base growth of approximately 8%, and a conversing rate of 32%. India dominated the number one position with highest number of on-page engagers and 4% week-on-week fan base growth.  Beyond the FIFA World Cup, this week some of the flourishing Facebook brand pages from India were:  Nokia India (+ 140k New likes), XOLO Mobiles (+110K New likes), Cadbury Dairy Milk Silk (+65K New likes), Ebay India (+64k New likes), etc.

II. Match highlights over the week

Match Day Social Reactions Details
Day 1 Contest seeds take center stage Everybody Wins!Strategic contest seeding andalignment via hashtags #YESWC2014 (Yes Bank) and#Win200KonUC (U C Browser) attract significant social media traction, cementing the effectiveness of sponsored giveaways in exchange for social chatter
Day 2 Underdogs Uruguay create a stir online England on brink of Collapse.England’s unprecedented defeat at the hands of Luis Suárez ofUruguay set the twitter-verse on fire with equal amounts of joy and despair pouring through for close to 17 hours straight! (#uruguayvsengland & #suarez).
Day 3 Messi brilliance wins over hearts and mouths on twitter        Power of Insights & Contest- Croma Retail Messi steals the show and the Social Buzz!Last-second Scorcher from Lionel Messi helpssecure Argentina’s place in round 2 in the World Cup. Social media hangouts were abuzz with exhilaration as hashtags linked to the match clocked  over 8500+ mentions (#Messi #Irn #Arg #ArgVsIrn).    Game On.....Celebrating Power of 11 With the onset of FIFA World Cup 2014, Croma Retail seeded digital content and contest based on consumer insights around prime time TV viewing behavior and clashes across Indian families during crucial sporting events. Offering 11 reasons to buy a second TV and maneuvering a contest around the same on Twitter (#Croma11quiz)
Day 4 Contest with Care- The Souled Store Dress up for the World Cup!Online shopping & clothing destinations lazyninja.in & thesouledstore.com engaged well with audience & garnered strong social buzz. The Souled Store campaign (#TSSWorldCup)revolved around a social cause, linking with TouchingLives- an organisation working for Educating and Empowering children living in slums.
Day 5 Contest giveaways continue to rule the roost Interesting Contest Seeding by BrandsTweet @RPSGGroup and Win the Brazuca.Large volumes of chatter and buzz around the corporate campaign of RP-Sanjiv Goenka Group & their Twitter contest helped them attract new followers and offered a chance to soccer enthusiasts to win the FIFA 2014 Official Matchball (#RPSGoal).   Garnier garners the attention of FIFA lovers. Garnier Men India seeded a contest around the theme of FIFA World Cup 2014 on Twitter and engaged a significant volume of the target audience. #MomentsOfTheWorldCup
Day 6 Suarez eats his way into social media stardom!! Suarez bites an Italian while Italy bites the dust. Social media went berserk around Luis Suárez biting his opponent Giorgio Chiellini, and Italy subsequently getting knocked out of the World Cup trended heavily across all channels as fans were leftabsolutely stunned with both the incidents (#Suarez #ITA #URU)
Day 7 Rise As One- Budweiser India Campaign    When we talk World Cup, how can Indians Miss CRICKET..?? Budweiser India knows how to party.Excitement around the #RiseAsOne hashtag by Budweiser India garnered a substantial amount of social buzz as they kicked off a successful FIFA World Cup Tweet-Up (Twitter Meet-Up) in Mumbai with Food, Football, Friendship and BEER!Football Stumped again!!! The official Twitter handle of BCCI carried out a #OnThisDay campaign reliving the nostalgic 1983 Cricket World Cup moments in India’s cricketing history and engaging audience in the midst of the FIFA fever.

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