The Edelman Digital Social Intelligence Command Center,
in partnership with MATTER and HootSuite, created
Social Matters - A series of data visualizations highlighting
social conversations around special events.
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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