World Cup social networking site data competition

The 2014 World Cup has ended. From the point of view of interactive communication and brand marketing, this is a social media World Cup. In the Internet arena, Twitter and Weibo have become the biggest winners in Brazil's World Cup.

Football is the world's largest sport, the four-year World Cup, perhaps the world's most watched sporting event, its importance even more than the same four-year Summer Olympics. The World Cup is a huge opportunity and challenge for both internet companies and brand marketers. Only through the test of such a big event as the World Cup can the value of a social platform truly be revealed.

Social media continues to lead in big events

From the most intuitive point of view, Brazil's World Cup has brought a huge flow of social platforms. The World Cup has not yet ended, and Facebook and Twitter have reached record levels of content and interaction, far surpassing the last World Cup, the London Olympics and the American Super Bowl football finals.

Just over the semi-final, Germany slaughtered host Brazil with stunning 7:1 scores. This significant game has created an incredible score and created the pinnacle of interactive social media discussions. The game brought a record 35.6 million tweets to Twitter, breaking the original record of 24.9 million tweets from the February U.S. Super Bowl finals.

In the 29th minute of the game, when Khedira scored the fifth goal for Germany, Twitter's related tweets reached 580,000, a record of the most relevant tweets per minute. When the South African World Cup final was scored, Twitter had less than 20,000 tweets per minute.

Of course, Facebook and Twitter have grown significantly compared to four years ago. The World Cup in South Africa, Facebook users just over 500 million, Twitter registered only 175 million users. In Brazil, when the World Cup, Facebook active users have reached 1 billion, Twitter monthly active users more than 250 million.

At the halfway point of the World Cup, the number of interactive Facebook interactions topped 1 billion, setting the record for the world's largest social networking site. But Facebook's number includes status, comments and even a bit of praise. During the same period, Twitter's World Cup number was only 300 million, but it was a separate tweet. Given the level of subscribers to Facebook and Twitter, Twitter users are much more active than Facebook on major events, suggesting that the public is more likely to get information and participate in discussions through social media during major events.

Twitter's World Cup campaign

Twitter has overtaken Facebook as the preferred social platform for the World Cup, and has its own reasons to be prepared, in addition to the innate advantages of social media. Open and diffuse Twitter is the best channel for real time interaction in major events.

There is a natural interaction between social media and television programs. A survey by Nielsen, a leading market research firm, found that 60% of British users were on Twitter as they watched football live. Twitter has also aggressively built itself into a second screen, positioning itself as a social platform for television. Before the World Cup, Twitter had the opportunity to expand its collaboration with ESPN sports channels, which posted more videos on Twitter about sporting events. In addition, Twitter is also seeking to expand its collaboration with NBC and Fox, putting more video content on its platform, and giving itself more revenue possibilities through benign interaction between social media and television.

' We had high expectations before the game and hoped the World Cup would bring a lot of tweets and it's definitely up to expectations, ' said Twitter, the director of British media cooperation. Twitter is the best place to gather global fans. When the World Cup was not yet started, the number of tweets about Brazil's World Cup exceeded the total of 2010 years of World Cup throughout South Africa.

As Twitter traffic soared, so did their collaboration with ESPN. ESPN's top 32 games have reached an average of 4.3 million highs, up 50% from the World Cup in South Africa, and online ratings have soared to 780,000. The U.S. game against Portugal has attracted 18.22 million viewers, a record of ESPN's World Cup broadcast. ESPN's official account also has a number of interactive forms of video review, fan voting and advertising promotion on Twitter.

Twitter has also made careful preparations for the World Cup. Before the start of the World Cup, Twitter launched a new introduction tool that introduced the use of the # tag and recommended attention to the official account of the famous football players. Like Weibo, Twitter encourages users to participate in World Cup discussions by supporting users to change their avatars to support the team's flag.

Twitter is also dedicated to the World Cup zone on its own mobile, integrating World Cup-related event previews and results, related photos and tweets, presenting all the World Cup-related content in the form of information, and prompting users to join the discussion. These photos and tweets do not require a special World Cup label, and Twitter will automatically integrate them into the World Cup information flow zone through keyword searches and algorithms.

China Weibo has also been activated

Like Twitter, Weibo has become the first social platform for big event marketing in the country. As early as the Spring Festival evening, micro-blog and CCTV for a mutually beneficial interactive cooperation. The micro-blog has become the CCTV's 5 sets of exclusive social media partners, Brazil's World Cup has become the first micro-BO social Live World Cup.

Although Weibo's monthly active users are around 150 million, Weibo's discussion of the World Cup seems to be no less than Twitter. At nearly half of the World Cup, the amount of talk about the World Cup on Weibo has been close to 1 billion times. A total of 14.5 million Twitter users were involved in the unveiling, and the data and participation was even slightly higher than Twitter.

A micro-survey of micro-blogging users of the 2014 World Cup team, released by the Dcci Internet Data Center, showed that since the World Cup began, microblogging user activity has risen markedly, with an average daily number of original microblogging releases growing by 6.8% compared to non-match days. and the micro-blog Hot discussion also brought the promotion of the ratings. CCTV Sofres released data show that the World Cup opener, the national television audience reached 46 million people, and Brazil to Germany to the semi-final ratings reached an astonishing 70%, the World Cup the highest ratings. The game's 24-hour discussion on Weibo also has more than 21 million, creating its all-time record.

Network linkage has become a major television live activities of the standard means. In the group game alone, the CCTV Weibo matrix hosted 90 micro-blog topics, the total reading is close to 4 billion, CCTV 5 sets issued more than 1500 micro-blog, a single interaction maximum of 30,000 times. @CCTV5 and microblog launched the 5 World Cup reading volume reached 1.65 billion, the discussion volume broke through 2 million times. In addition to CCTV, a total of more than 9,000 media accounts issued the World Cup related micro-blog content.

As an exclusive partner, several CCTV commentators and live guests have been interacting with their fans on Weibo. CCTV's beauty hosts Liu Yixi and Liang all rely on their charms to become the hottest figure on Weibo. Liu Yixi is "Squid Liu" nickname became the World Cup CCTV commentary on the hottest topic, light # Squid Liu # This topic of reading volume breakthrough 300 million. (See Titanium Media-related hot wen "squid Liu" why can be in the World Cup during the night of the red?) 》）

In addition, a large number of stars on the micro-blog and the interaction of Chinese netizens has become a big part of this World Cup. Since the start of the World Cup, Ned has released more than 50 original tweets, and several micro blogs before and after the Spanish games have become the biggest points of the World Cup star Weibo. Ursula's own banter and the Samsung Heap unearthed Facebook look very much like, and hope that everyone support the German team Weibo was forwarded 30,000 times. But as the biggest social media on the Chinese Internet, Weibo is clearly the best platform for the world's stars and teams to interact with Chinese netizens, and that's important to them.

In order to limit the video site to the impact of CCTV live, CCTV in the World Cup did not sell the right to live, but chose to be able to bring a win-win micro-blog for exclusive cooperation. With exclusive rights to broadcast, CCTV has always been the winner of all World Cup broadcasts, and the first time the World Cup in Brazil, which is broadcast on the Internet, is undoubtedly the biggest winner in the social networking site, like Twitter.

(Responsible editor: Mengyishan)