How brands can use search data to maximise on the World Cup 2014

1. Scoring Inside and Outside The Box:
World Cup Insights in Search Marketing
Sam Zindel, Data Strategist
Sam Fenton-Elstone, Head of Media
0

2. - Search insights from SA 2010
- Audience Insight
- Marketing in The Moments
- The Road to Rio
Image: Chungkong Art
1

3. Search Insights
T
r
a
v
e
l
(
3
7
5
4
)
Tickets
Travel
Content
Generic
Teams
Info
Players
Merchandise
Data Source: Google Trends/Adwords
2

4. Search Insights - Players
3

5. Search Insights - Merchandise
SEARCH TRENDS - INFORMATION
Flags - 1.5m (92%)
4
Image: Matt Cardy/Getty Images

6. Search Insights - Information
Facts/
History
8%
Odds/Betting
13%
Fixtures/Schedule
51%
Teams/Groups
28%
Data Source: Google Trends/Adwords
5

7. 6

8. Which of
these had
the most
searches?
7

9. Images: motownsports.com/travelseelove.com/dailymail.co.uk
8

10. Search Insights – News/Viral
Data Source: Google Trends/Adwords
9

11. Search Insights – News/Viral
Data Source: Google Trends/Adwords
10

12. Search Insights – News/Viral
Data Source: Google Trends/Adwords
11

13. Which of
these had
the most
searches?
1
V
1
Images: motownsports.com/dailymail.co.uk
12

14. Audience insight
(placeholder)
Audience
Insight
13

15. 14

16. Search gives you unique, real time insight into your
audience
Keyword/
User Intent
Message
15

17. Understanding real time customer ‘intent’
Keyword
Targeting
+
Intent
Signal
=
Audience Access
INSIGHT
DATA
TECHNOLOGY
16
16

18. Right message, time and price
Tailor the strategy to your specific audience segment
MESSAGE, BID, DEST 1
MESSAGE, BID, DEST 2
MESSAGE, BID, DEST 3
MESSAGE, BID, DEST 4
…
live england games
Audience Segments
Keyword
Message

19. The Pitch has changed
Audience insight
The Pitch Has Changed…
18

20. The Lines Redrawn.
19

21. But you can still interpret the intent and
Your Website
Your extended playing surface

22. A unified approach will deliver better ROI
England Fan
Up weight
Investment, Alter
messaging &
Destination
Football
Widow
Expand KWs,
alter message,
up-weight
investment
Pub Goer
Wales Fan
Up weight
Investment, Alter
messaging & Drive
through to
mobile
destination
Remove
Advertising as they
will never qualify
drive through
Natural
Search
Your extended playing surface

23. Marketing in the Moments
22

24. Key Moments
23

25. Key Moments
Sun 27th June
England lose
to Germany
Sun 11th July
World Cup
Final
24

26. The Road to Rio – Who’s on Board?
25

27. The Teams…
26

28. The Fans…
…Which
audience
will win our
attention?
27

29. United States
Japan
Brazil
Russia
Germany
Nigeria
France
England
Mexico
South Korea
Italy
Spain
Argentina
Colombia
Iran
Australia
Netherlands
Chile
Belgium
Portugal
Switzerland
Greece
Algeria
Ecuador
Ghana
Croatia
Bosnia-Herzegovina
Costa Rica
Uruguay
Honduras
Cameroon
Ivory Coast
Data Source: Google Trends/Adwords
28

30. United States
Japan
Brazil
Russia
Germany
Nigeria
France
England
Mexico
South Korea
Italy
Spain
Argentina
Colombia
Iran
Australia
Netherlands
Chile
Belgium
Portugal
Switzerland
Greece
Algeria
Ecuador
Ghana
Croatia
Bosnia-Herzegovina
Costa Rica
Uruguay
Honduras
Cameroon
Ivory Coast
Population
Population Power-houses:
1 – United States 314m
2 – Brazil
200m
3 – Nigeria
170m
Data Source: Wikipedia
29

31. United States
Japan
Brazil
Russia
Germany
Nigeria
France
England
Mexico
South Korea
Italy
Spain
Argentina
Colombia
Iran
Australia
Netherlands
Chile
Belgium
Portugal
Switzerland
Greece
Algeria
Ecuador
Ghana
Croatia
Bosnia-Herzegovina
Costa Rica
Uruguay
Honduras
Cameroon
Ivory Coast
Population
Internet Users
Internet Users:
1 – United States
2 – Japan
3 – Brazil
255m
101m
99m
Data Source: Wikipedia
30

32. United States
Japan
Brazil
Russia
Germany
Nigeria
France
England
Mexico
South Korea
Italy
Spain
Argentina
Colombia
Iran
Australia
Netherlands
Chile
Belgium
Portugal
Switzerland
Greece
Algeria
Ecuador
Ghana
Croatia
Bosnia-Herzegovina
Costa Rica
Uruguay
Honduras
Cameroon
Ivory Coast
Population
Internet Users
World Cup 2014
Search Interest
World Cup Search Demand:
1 – United States 2.6m
2 – France
1.9m
3 – England
1.7m
(average monthly searches)
Data Source: Wikipedia/Google AdWords*
* Based on sample keyword set of 600 terms
31

33. United States
Japan
Brazil
Russia
Germany
Nigeria
France
England
Mexico
South Korea
Italy
Spain
Argentina
Colombia
Iran
Australia
Netherlands
Chile
Belgium
Portugal
Switzerland
Greece
Algeria
Ecuador
Ghana
Croatia
Bosnia-Herzegovina
Costa Rica
Uruguay
Honduras
Cameroon
Ivory Coast
500,000
1,000,000
1,500,000
2,000,000
2,500,000
3,000,000
Avg Monthly Searches
World Cup 2014
Search Interest
Other Key Search Markets:
4 – Germany
0.9m
5 – Brazil
0.7m
6 – Italy
0.7m
7 – Spain
0.6m
8 - Mexico
0.6m
(average monthly searches)
Data Source: Google AdWords*
* Based on sample keyword set of 600 terms
32

34. Can England Win?
33

35. Internet Use Penetration:
1 – Netherlands
93%
2 – England
87%
3 – Switzerland
85%
Smartphone Penetration:
1 – Australia
65%
2 – England
62%
3 – United States 56%
World Cup Search:
1 – Ivory Coast
4.4%
2 – England
3.7%
3 – France
3.4%
Facebook Penetration:
1 – Ecuador
93%
2 – Chile
92%
3 – Uruguay
90%
Data Source: Wikipedia/Google Insights/Google AdWords
34

36. England’s Facebook Penetration?
35

37. ’66%
36

38. A Final Word –
Why We All Love The World Cup
37

39. Introducing…
The “caxirola maraca”
Official instrument of the 2014
World Cup
45 decibels quieter
1/30,000th of sound energy
Image: caxirolamaraca.com
38

40. Thanks for listening
sam.zindel@icrossing.co.uk
sam.fentonelstone@icrossing.co.uk
@samzZin
@sjfe
39