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Social Matters: The Ryder Cup
INTRODUCTION
The Edelman Digital Social Intelligence Command Center,
in partnership with MATTER and HootSuite, created
Social Matters - A series of data visualizations highlight
social conversations around special events.
•	 The 2012 Ryder Cup took place at the Medinah
   Country Club in Medinah IL, from September 25th to
   30th
•	 The analysis focuses on trends emerging from the
   social conversation and who/what was driving the
   Ryder Cup discussion for the 3 days of competition
DAY 0NE
•	 Social conversations on the first day revolved around
   the commanding lead taken by Team USA
•	 Ryder Cup conversations were amplified by athletes
   that were tuning in from around the world including
   well known tennis, soccer and basketball stars
•	 Anticipation for the tournament to start was typified
   in the hashtags that began to emerge #RyderCup,
   #GoEurope, #GoUSA, #13thMan
Professional athletes and fans
around the world are showing their
passion for the Ryder Cup on
Twitter by rooting for their teams                                                                    @ianjamespoulter       6,196 Mentions
using the following hashtags:
                                                                                                      @mcilroyrory          6,099 Mentions
• #GoUSA
                                                                                                      @graeme_mcdowell      5,526 Mentions
• #USA
• #GoEurope                                                                                           @keegan_bradley        4,331 Mentions

• #ComeOnEurope                       While players are on the greens, the fans are                   @bubbawatson          4,024 Mentions
                                      online talking nonstop about this 85-year-old
                                               international competitition.
                                                                                                  TEAM USA               TEAM EUROPE




               1,787                        2,497                         2,438                        5                       3

                                                                    @carowozniacki     @spursofficial                @ianjamespoulter
                                                                    426 Retweets       210 Retweets                      120 Retweets


         124,299                     57,249 28,024                  @rydercupteamusa
                                                                    120 Retweets
                                                                                       @rydercup
                                                                                       113 Retweets
                                                                                                                     @stillblazingtho
                                                                                                                         110 Retweets
DAY TWO
•	 Team USA builds a commanding lead on the course and
   off, through social conversations
•	 Emergence of the “Second Screen” – Ryder Cup related
   comments were posted from all over the world.  Many at
   home and on the course were using mobile devices and
   tablets to communicate
•	 The most tweeted moments are on the green. Mentions of
   “putting” and “hole” were most prevalent
• Sports Icons
• Former Presidents                                                                                    @ianjamespoulter 4,842 Mentions

• The Second Screen                                                                                    @bubbawatson      4,312 Mentions

Appearances by Michael Jordan and                                                                      @keegan_bradley 2,890 Mentions
President George W. Bush drove fan
social conversations during
                                                                                                       @mcilroyrory      1,573 Mentions
Saturday's Ryder Cup TV coverage.
Fans are embracing the "Second
Screen" to communicate their
                                      While players are on the greens, the fans are
                                      While players are on the greens, the fans are                    @tigerwoods       1,385 Mentions
support.                              online talking nonstop about this 85-year-old
                                      online talking nonstop about this 85-year-old
                                               international competitition.
                                                transatlantic competitition.




               1,597                          1,818
                                                 Tweets
                                                                          2,210    Tweets             10                   6

                                                                    @rydercupteamusa        @rydercupteameur            @espn
                                                                    383 Retweets            368 Retweets                 342 Retweets


           68,957                    34,311     14,752              @sportscenter
                                                                    310 Retweets
                                                                                            @ianjamespoulter
                                                                                            156 Retweets
                                                                                                                        @rafaelnadal
                                                                                                                         147 Retweets
DAY THREE
•	 Social Conversations mimicked  the play on the course with #GoEurope
   emerging as a top hashtag and mentions of @RyderCupTeamEUR
   outpacing @RyderCupTeamUSA
•	 Conversation topics included Europes epic comeback from the brink of
   losing the Ryder Cup to the United States’s after the first two days of play
•	   What happens on the course stays on social
      •	   The World’s Number 1 ranked golfer, Rory McIlory was the hot topic at
           Medinah with respect to his late arrival

      •	   German golfer, Marin Kaymer clinched the Ryder Cup win and caused a
           spike in social conversation as a result
• #GoEurope
Europe triumphs from a commanding
U.S. lead to win the Ryder Cup.                                                                     @ianjamespoulter   70,424 Mentions


                                                                                                    @mcilroyrory       27,497 Mentions
• Where’s Rory McIlroy?
The world’s Number 1 ranked golfer                                                                  @bubbawatson       18,526 Mentions
apparently confused the Eastern and
Central time zones and nearly missed                                                                @graeme_mcdowell 12,467 Mentions
his tee time, social mentions of Rory
McIlroy increased by nearly 362%          While players are on the greens, the fans are             @lukedonald        10,556 Mentions
from Saturday to Sunday.                  online talking nonstop about this 85-year-old
                                                   international competitition.




               4,933                             8,128                         17,412             13.5                 14.5

                                                                        @bubbawatson       @queen_uk (1)           @queen_uk (2)
                                                                         3,727 Retweets    2,188 Retweets          815 Retweets


          628,948                       214,506 132,642                 @rydercupteameur
                                                                        735 Retweets
                                                                                           @rydercup
                                                                                           550 Retweets
                                                                                                                   @antanddec
                                                                                                                   547 Retweets
SUMMARY
Social Matters On ESPN >
CONTACT INFORMATION:
      David Armano             Kate Zimmer
      Managing Director,       VP, Digital Strategy
      Digital, Chicago         Kate.Zimmer@Edelman.com
      Edelman Digital          Edelman Digital




      Aniz Ruda                GL Hendricks
      SAS, Digital Analytics   Senior Vice President
      Edelman Digital          MATTER

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Social Matters: The Ryder Cup

  • 2. INTRODUCTION The Edelman Digital Social Intelligence Command Center, in partnership with MATTER and HootSuite, created Social Matters - A series of data visualizations highlight social conversations around special events. • The 2012 Ryder Cup took place at the Medinah Country Club in Medinah IL, from September 25th to 30th • The analysis focuses on trends emerging from the social conversation and who/what was driving the Ryder Cup discussion for the 3 days of competition
  • 3. DAY 0NE • Social conversations on the first day revolved around the commanding lead taken by Team USA • Ryder Cup conversations were amplified by athletes that were tuning in from around the world including well known tennis, soccer and basketball stars • Anticipation for the tournament to start was typified in the hashtags that began to emerge #RyderCup, #GoEurope, #GoUSA, #13thMan
  • 4. Professional athletes and fans around the world are showing their passion for the Ryder Cup on Twitter by rooting for their teams @ianjamespoulter 6,196 Mentions using the following hashtags: @mcilroyrory 6,099 Mentions • #GoUSA @graeme_mcdowell 5,526 Mentions • #USA • #GoEurope @keegan_bradley 4,331 Mentions • #ComeOnEurope While players are on the greens, the fans are @bubbawatson 4,024 Mentions online talking nonstop about this 85-year-old international competitition. TEAM USA TEAM EUROPE 1,787 2,497 2,438 5 3 @carowozniacki @spursofficial @ianjamespoulter 426 Retweets 210 Retweets 120 Retweets 124,299 57,249 28,024 @rydercupteamusa 120 Retweets @rydercup 113 Retweets @stillblazingtho 110 Retweets
  • 5. DAY TWO • Team USA builds a commanding lead on the course and off, through social conversations • Emergence of the “Second Screen” – Ryder Cup related comments were posted from all over the world. Many at home and on the course were using mobile devices and tablets to communicate • The most tweeted moments are on the green. Mentions of “putting” and “hole” were most prevalent
  • 6. • Sports Icons • Former Presidents @ianjamespoulter 4,842 Mentions • The Second Screen @bubbawatson 4,312 Mentions Appearances by Michael Jordan and @keegan_bradley 2,890 Mentions President George W. Bush drove fan social conversations during @mcilroyrory 1,573 Mentions Saturday's Ryder Cup TV coverage. Fans are embracing the "Second Screen" to communicate their While players are on the greens, the fans are While players are on the greens, the fans are @tigerwoods 1,385 Mentions support. online talking nonstop about this 85-year-old online talking nonstop about this 85-year-old international competitition. transatlantic competitition. 1,597 1,818 Tweets 2,210 Tweets 10 6 @rydercupteamusa @rydercupteameur @espn 383 Retweets 368 Retweets 342 Retweets 68,957 34,311 14,752 @sportscenter 310 Retweets @ianjamespoulter 156 Retweets @rafaelnadal 147 Retweets
  • 7. DAY THREE • Social Conversations mimicked the play on the course with #GoEurope emerging as a top hashtag and mentions of @RyderCupTeamEUR outpacing @RyderCupTeamUSA • Conversation topics included Europes epic comeback from the brink of losing the Ryder Cup to the United States’s after the first two days of play • What happens on the course stays on social • The World’s Number 1 ranked golfer, Rory McIlory was the hot topic at Medinah with respect to his late arrival • German golfer, Marin Kaymer clinched the Ryder Cup win and caused a spike in social conversation as a result
  • 8. • #GoEurope Europe triumphs from a commanding U.S. lead to win the Ryder Cup. @ianjamespoulter 70,424 Mentions @mcilroyrory 27,497 Mentions • Where’s Rory McIlroy? The world’s Number 1 ranked golfer @bubbawatson 18,526 Mentions apparently confused the Eastern and Central time zones and nearly missed @graeme_mcdowell 12,467 Mentions his tee time, social mentions of Rory McIlroy increased by nearly 362% While players are on the greens, the fans are @lukedonald 10,556 Mentions from Saturday to Sunday. online talking nonstop about this 85-year-old international competitition. 4,933 8,128 17,412 13.5 14.5 @bubbawatson @queen_uk (1) @queen_uk (2) 3,727 Retweets 2,188 Retweets 815 Retweets 628,948 214,506 132,642 @rydercupteameur 735 Retweets @rydercup 550 Retweets @antanddec 547 Retweets
  • 10. CONTACT INFORMATION: David Armano Kate Zimmer Managing Director, VP, Digital Strategy Digital, Chicago Kate.Zimmer@Edelman.com Edelman Digital Edelman Digital Aniz Ruda GL Hendricks SAS, Digital Analytics Senior Vice President Edelman Digital MATTER