In a world of status updates, hashtags and check-ins, it’d be pretty difficult to avoid traces of the 2014 World Cup even if you tried.
A recent study by Media Bistro claims that over 3.6 billion people will be watching the global sporting event this year, or, half the world. The games have brought with them the biggest social media following in history, beating out even the Sochi Olympics and the 2014 Super Bowl.
In the United States vs. Ghana game alone, there were over 4.9 million tweets, or over 54,000 tweets a minute for 90 minutes, and the Brazil vs. Mexico game brought in 8.9 million tweets— almost 100,000 a minute. Whether you love or despise soccer, you can run, but if you use social media, you can’t hide.
Facebook estimates that 500 million of its 1.28 billion users, or 40%, are soccer fans. Additionally, Adobe found that “59% of the social buzz for World Cup relates to Admiration, Joy, or Anticipation for the event.”
Many companies are taking advantage of this large, temporary uptick in social media by taking their social media marketing efforts to the next level. The perhaps most well-known competition is between Adidas’ “All in or Nothing” effort and Nike’s “Risk Everything” campaign.
As the official sponsor of the World Cup, another large contender is Sony’s “ONE STADIUM LIVE” online initiative, which integrates all World Cup activity from Facebook, Twitter and Google+ and displays it all in one place. You can even filter by topic, time or relevancy. Sony believes that this enhanced user experience takes social media engagement to the next level.
If you’re wondering how to utilize this social media momentum to increase your own company’s brand awareness, here are a few tips to get you started.
1. Keep a Consistent Schedule.
One of the biggest reasons users lose interest in a brand is due to the brand’s lack of consistency and frequency of advertising. People opt for brands they’re familiar with, and they’ll never become familiar with your brand unless you can first lure them in and then keep them. Put together a content calendar, and begin by focusing on only 2-3 social platforms at first.
2. Focus On Personal Engagement.
People enjoy feeling involved. They like knowing that they are interacting with real humans versus just a big money-sucking corporation, and they like feeling appreciated. If you’re having a hard time gaining followers, consider giving the person an incentive to follow or “like” your brand, and add in a personal touch if possible. Consider making a fun game that users can participate in, and offer actual prizes to the winners. Personalization and rewards both go a long way for customer loyalty.
3. Be Interesting.
Although your end goal is to have more people purchase your product or service, people are much more likely to warm up to your brand if you offer them useful information simply for the sake of doing so. If everything you post has the clear memo of “buy now,” your brand will come off as greedy instead of helpful. While it’s sometimes okay to do this, you need to vary your posts with legitimately useful content and information that readers will enjoy viewing. If they enjoy what you post, they’ll continue to read your content, and better yet, they may even share it with others, furthering your brand’s scope. You can even attempt humor, only if you know it’s actually funny— it’s easy to go wrong when attempting to make online users laugh.
4. Track Data.
There’s no point in spending time making a social media campaign if you have no way to track its success. Utilizing services such as Sumall lets you easily track how much of your site’s traffic derived from social media, and more importantly, how much money the campaign brought in.
There’s no better time than the World Cup to jump onto the social media bandwagon, and by doing so the right way, it may make all the difference for your company.