2014 World Cup Mania – How to Market

by Jonathan Goodman on June 26, 2014

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Hi everyone. This is Jonathan Goodman. Welcome to another episode of The World of Internet Marketing. It’s great to have you with us. Today we’re going to say ole, ole, ole and celebrate the World Cup. First of all starting off, if you’re watching this video and it looks pixelated, I apologize. I am in a perfect storm of an old computer, or not necessarily an old computer, but a poorly made computer even though it was a fortune at time, and a slow void rate modem. A letter arrived the other day from Comcast and they explained to me that I might not be seeing the best speed as I could be seeing because I have an older modem. So we’re switching that out. We will eventually switch the computer out and I’ll look great in these videos, as I should.

Now getting back to the World Cup, there is a lot of action on social media. It is pervasive. Nearly 90 percent of the Twittersphere is lit up with the World Cup. So much so that as we see, and we’re going to go through the slides in a second, Google has kind of separated the World Cup away from Google Trends and made it its own Google Trend and is elaborating putting in and showing trends within the World Cup. As people tweet and as people talk about this on social media, their impact and engagement is incredible. So the question really becomes how can a small business market to the world? Or maybe not even the world, maybe just your portion of the world, maybe just your localized area, but how can you engage using the enormous amount of traffic and engagement that is happening from this one event. So let’s get into it. We’ve got a great slide show.

Slide 1: Halyard Consulting – #WorldCup Mania – How to Market to the World

And I called it hashtag World Cup Mania. How to Market to the World. Now that little hashtag is because that is the most used hashtag for World Cup. It’s not 2014 World Cup. It’s not FIFA World Cup. It’s not any of those. In the United States, it is simply World Cup. We can talk about other areas. Brazil has a different word. Europe is using something similar, but not exact. But if you’re looking to capture the United States audience right now, it’s #WorldCup.

Slide 2: Billions Connected

Billions of people are currently connected. 3.2 billion people watched the World Cup in 2010. Twitter had released a poorly working app at that time. Now they have a significantly much improved app. And we’ve all had four years to engage ourselves in more social media. The number of mobile users back in 2010 was 4.6 billion. Today it’s 7.3 billon. That’s a remarkable jump. Even to jump up a billion is incredible. What you’re essentially saying is nearly everybody on the planet has a cell phone or has a mobile device.

Slide 3: Score Based Discounts

The great thing about soccer – there are many, many great things about soccer – but it is a low-scoring game, right? If we tried to do a discount based off of scoring for basketball, it would be very complicated, very difficult. These are low, easy numbers. The first match with Brazil has already happened. It was Brazil vs. Croatia. Brazil won 3-0. I thought they were going to take it 2-0, but Croatia was able to score, but then Brazil was able to score even more. You could do great things with these numbers and these events. So you can have a $3 discount. Let’s say you’re doing pies. This happened to have been a morning event or an afternoon event, but let’s say that it was an afternoon to evening event. It was a 4:00-6:00 game. You could tweet out to your audience: “If Brazil wins, call us within 30 minutes of them winning and you get $3 off your pie.” If you say #WorldCup or whatever it happens to be or if you retweet this message, whatever it is, you can do 3% off a large-ticket item. You could do 30% off a lesser valued item. For something that you’re hopefully making 50% on, you can give 30% off. And you could do a very limited time. You could just do that day. You could do 24 hours. You could just do an hour from then. You can say within the next three hours, the 50 people who come to the store (if you have a physical location base), the next 50 people that come into the store are getting x free, whatever it might happen to be. If you’re a retail store, it could be a purse. It could be, whatever it is. You have to come up with the idea. But using the event that everybody is engaged into is really valuable to you and your audience and to increase engagement overall.

Slide 4: Select Right Time

You need to select the right time. Very critical here. You can’t expect people that are watching a game to actually engage at that moment, right? Their hearts are in this game. And as we ramp up and as we get closer to the finals here, it’s going to be more and more intense. Twitter is going to get heavier in usage. Social media all around. But during the actual game, everybody’s eyes are on the game, right? They don’t want to miss the score. They don’t want to miss the goal. So don’t tweet out during the game, right? Maybe if you see like a real lull, if nothing’s going on, if it’s just passing back and forth for a while. But for the most part, it’s the World Cup and it’s a pretty exciting moment. Everybody there is really top match professionals.

And then there’s the USA team, no hard feelings. Not expecting much from them. Although some predictions have them in the finals, I don’t. So I think that they’re going to be easily taken out. It’s a tough group. And I think they’re going to be squashed. That’s my prediction there. 20 minutes prior and immediately after for about 20 minutes is really key time. That’s when you want to really send something of value. And the worst time is during the game. What’s really great about Brazil is that they’re East Coast/West Coast time. So they’re traveling around the globe at the same time we are. So when it’s 3 pm there, it’s 3 pm here in the Northeast. That makes it really great for traffic in terms of it’s not in China where everybody is asleep when the games are being played in the U.S. and all of a sudden, you wake up and you kind of have to hit everybody with World Cup news that has already happened 6 hours or 7 hours ahead of time. So this is a really key time for you to send stuff out.

Slide 5: YouTube Videos

When we talk about how to do this, obviously Twitter is going to be a big thing and I’ll talk about that in a second. But you could actually make a YouTube video. You need to increase your video channel, right? If you have one or two that’s not enough, you have 30 or 40, that’s okay. But we want, anybody who is listening to me and engaging with these videos, you should be doing videos. Video, as I’ve said before, is the next thing. Google is going to start taking from video far more than they’re going to take from old articles or trying index things. They’ve just had a bad rap. They’ve smacked back down against articles without uniqueness and video requires you to get up there and be unique. You have to talk about things. It’s going to be, yeah, look, I mean, I’m dealing with a video today so there’s video issues every day. So you still have to get in front of the camera. You can do a PowerPoint presentation like this and not show your face. I prefer to show my face, but that’s up to you. But for the World Cup, there are a couple of things that you can really do.

  • Predictions

You could do predictions. So on my personal YouTube Channel, which you might be able to find if you do a search for it, but it’s really for me to have fun, I have a video prediction for every single game that’s going to be played. I do it the day of the game. I give a little synopsis as to what I think is going to happen. I also did some research and I found Mark Lawrenson. He’s a soccer player, but he’s also on the BBC sportswriters staff. He’s made a lot of great predictions, so I’ve gone ahead and I’ve kind of utilized those predictions and said, okay, well, here’s what Mark thinks, this is what I think on the side of that. And if he said one number, I might say another number or I might agree with him. The video lasts about two minutes. It’s not that long. I am not a soccer expert by any means. I like soccer. I watch soccer. I go to soccer games. I never played soccer, so I don’t have like an innate understanding as to all the intricacies of the game, but it’s still something that I love to talk about and it’s easy for me. I have his printout of the article the way he made predictions. I see where he made some observations and I either agree with them or I disagree with them for about two minutes. And that’s it. I put it up. I hashtag it out. And I push it through social media. Google+, Twitter and Facebook.

  • Congratulations

Another thing you can do is congratulations. Once a team wins or once one of the players has been called Man of the Match, you can congratulate that player or you can congratulate the team, you can congratulate the country. I would advise against verbal predictions and congratulations. This is not ‘hey congratulations guys on winning Brazil vs. Cortia, get your $3 off pizza.’ I don’t necessarily know if I would mix those two things because they’re in Brazil. It’s not as if you’re offering them $3 off pizza. So instead I might when I’m tweeting out ‘here’s our YouTube congratulations’ and also, right? So through the social media message, you might put that through, but not actually in the video itself. That kind of winds up to be cheesy.

  • Audience Reaction

This is huge. We have seen this for, probably the most fun that I’ve watched audience reaction has been Game of Thrones, right? So the Red Wedding, Joffrey choking to death, like all these things they have. People go to bars and the cameras are facing the audience and everybody is watching Games of Thrones together. And when something really unbelievable happens, they have a video of people’s reactions to that thing. Now soccer is very similar. If you’re passionate about soccer, if you really love it and you really get excited about it just like football or basketball and baseball, whatever it might be, because this works for all other events. It’s just that right now, the dominance in World Cup news is just overreaching everything else, right? Everything else is taking a back seat to the World Cup. So I’m talking about the World Cup, but you can definitely apply all of these tactics to any major sporting event. And we’ll talk about what you have to be careful about in a couple of minutes.

But first, so predictions, congratulations and audience reaction. You want to tag those videos. You’re now increasing your channel. You can put those into sets. So like all of my predictions are in one set within YouTube. And so people can click on that set and they can watch all of my predictions. And then audience reaction.

Slide 6: Google Trends

As I said before, Google Trends has kind of broken off its Google Trends World Cup. And it’s really exciting. There’s a lot of stuff, I’m going to try to bring this screen up. So here it is. Right now, sorry, so we should actually refresh this because more than one match has been played. Let’s see what they say now. So two matches played, 185 million related searchers. And you see these are country codes and we’re going to talk about those in second too. So Sweet Victory. During the Brazil vs. Croatia match, searches for ‘how to make sweet popcorn’ doubled in Brazil. You know, it must be, let’s see, why would that be? Croatia is Feeling Annoyed. Positive Neutral Negative. World Focus, 83% is on Brazil to 17% in Croatia. Top Questions During the Game. What Brazil and Croatia want to know about this match: What is Neymar’s neck tattoo? What is the game schedule in Brazil? How to make sweet popcorn? Is Nonzook going to leave the national team? Who is Nemeyer’s son? And who is the England football team. Very interesting, right?

Now if you were a great writer, you could somehow tie any of these things. Let’s say that you were, this is all in Spanish. So I’ve already clicked through to Results for how to make sweet popcorn. And if you know Spanish or if you know somebody who knows how to make sweet popcorn and you run a restaurant, what a brilliant idea this would be to have a special during this month where you serve sweet popcorn. Whether people have to order it or whether it’s on the table. You can definitely promote that. That’s something that you can do. It’s really exciting. Let’s see, let’s go back. People of Interest. So Neymar. Now this is the Czech team. You can go back. There’s just so much data in here. Eyes on the Ball. Uruguay is searching more for the official World Cup 2013 ball than their own Diego Forian, who won the Golden Ball at World Cup 2010. There’s so much incredible data here that you can use, it’s really exciting. So let’s move on because I could literally spend all day, I could literally spend all day doing that, looking at that data.

Slide 7: Twitter Hagflags

This is another where this is, so Twitter has reactivated their hagflags, which means if you tweet using the country code, and you can find all the country codes at countrycode.org. And Shakira tweeted out Twitter has just unlocked it’s new World Cup feature from today, country codes become Hagflags. So you’ve got Spain, you’ve got Germany, France, Brazil. That’s really cool. So you could send out a tweet and include a hashtag with the country code and it will include that little image. It really brightens up Twitter.

Slide 8: Players Names

So you can follow these guys or teams. So let’s go through this. Most followed teams: Mexico, Brazil, United States. Most followed players: Well, Cristiano Ronaldo, right? He’s recognized throughout the world as a great player. Neymar we already saw that a lot of focus is on him from the Brazil team. And Wayne Rooney from the United Kingdom team is also somebody that a lot of people follow. Most followed U.S. players: Jozy Altidore, Clint Dempsey and Jermaine Jones. This is way past my time, so I don’t actually know any of these players anymore. I used to follow the U.S. team almost a decade ago, and I don’t anymore.  There’s a great article on USAToday. So what can you do with these players’ names? A) You can congratulate them, you can congratulate the team, you can follow them and then tweets that you have, people may become more interested in you because of who you’re following. And you hashtag this up and make it work.

Slide 9: Mobile Apps

FIFA is a more corrupt organization than the Mafia. How’s that? Although I don’t think the Mafia sues people as quickly as FIFA does or puts them in jail for various small infractions. But they have created an amazing app for the Android and the iOS phone. It is incredible. I really have to commend them. In fact, I’m going to praise them and say if they can do for soccer with this app then Obama should speak to them about running the VA. This is an incredible app. Let’s just take a look at some of the stuff that it does. So it obviously provides the schedule. It provides the score. It selects the Man of the Match. So FIFA or some recognized organization selects the Man of the Match and that gets promoted. There is a live blog. So if you are at an event and you want to still follow the action and no TV is turned on, you can read the live blog. And the live blog is written really, really well and it’s all marked up, hashtagged out, it’s all commented. It’s really fantastic. And there’s social media interaction. So if you wanted to very, very easily to gain an audience just immediately, FIFA has created for every single game that’s going on, they have created a tweet that you can send out. And it includes – I’m trying to find my phone so I can bring this up. So it includes, I’ll read you the tweet that’s up there now. And every app should really work like this. So right now, we’ve got, oh my goodness, Spain vs. Netherlands, and I was right that the Netherlands were going to just squash Spain. So I actually thought, I think my prediction was that it was going to be, I predicted 0-2 for the Netherlands and it’s 4-1 still. It’s a squash.

Okay, so you open this app up and you can go to the game. So now I’m in the matchcast. Right now, the score is 1-4 Netherlands and I go down here. Select match. I can see right now 72 minutes, 73 minutes in, their score, I can read the entire live blog, which is really incredible. And there’s a little tweet button there. So the tweet button says: “I am following Spain vs. Netherlands in the FIFA Global Stadium #espned #worldcup #joinin.” And I seem to be having a little bit of difficulty connecting my Facebook to this app, but my Twitter goes immediately. And I’m able to take a picture and I’m able to send it in 2 seconds. So even if you didn’t know what hashtags to use, they’re right here. They’re telling you right that worldcup is being used all the time. espned, which I believe is ESPN Spanish. Those are the hashtags to use. So really, really quickly. Any time the game is on, I just tweet that out. Really easy. So I definitely suggest that you download that app.

Slide 10: Warning!!

Now a big warning. FIFA is litigious. They are looking to sue anyone and everyone. You really need to be careful. You know what, you need to be careful with the NFL and the NBA, MLS, everything. Don’t use logos. Don’t use their design. Don’t use trademarks. Don’t use slogans. Don’t claim that you’re sponsoring an event if you’re seriously not. And don’t say that you have an official association. So this is really, really critical. You can get into a lot of hot water, especially with FIFA. But I believe that FIFA is going to be kind of the first to charge, you know, and I think that they’re being overly litigious. They’re throwing people in jail for trying to sell fake T-shirts and stuff like that in Brazil. They’re going to go after companies that use their logo or use their whatever it is. So just be careful. Don’t use…don’t say, here’s a perfect example. Don’t say ‘come down to the restaurant tonight, we’re sponsoring a World Cup event party.’ I just wouldn’t mix those words together. I wouldn’t say ‘sponsoring’ and ‘World Cup.’ And certainly don’t say that this is official sponsored. Don’t do anything like that. Just be smart about it. Just think about what you’re trying to do. You’re trying to present yourself well and they want to make sure that you’re not representing something falsely.

Slide 11: Contact Us

So again, that’s it. That’s my podcast for this week. Happy World Cup. You can contact Halyard Consulting if you have any questions. Please feel free to give us a call, email us, follow us on Facebook, on Twitter. Subscribe to the Halyard Consulting YouTube Channel. And I look forward to speaking to all of you and seeing all of you soon. I know we’re heading into conference season for this industry. I’m hoping, crossing my fingers, I’m going to have some good announcements in the next couple of months. So thanks so much for watching. Take care.

Outro

Again, this is Jonathan Goodman and this is the World of Internet Marketing. You can follow me @HalyardConsult on Twitter. New episodes of the World of Internet Marketing can be heard every Friday. You can access the archives of my previous shows on Spreaker.com – user name Jonathan Goodman. The podcast is also available with transcription at halyardconsulting.com and geekcast.fm one week after the episode airs. Thank you all for listening to another episode of The World of Internet Marketing. Don’t forget to pick up my book The World of Internet Marketing on Amazon, and if you like this podcast please share it with your network of friends and family. Have a great week.

 

 

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