Today’s like Christmas at the W2O Group. After all the weeks and months of waiting and planning, the day is finally here. The 2014 Social Intelligence Summit takes place this evening from 5pm in London’s Living Room at the Mayor’s Office. An important discussion on the impact of the insights businesses can extract from social and digital media from leading thinkers and providers in the field. Full details are here.
Those attending the event – in person or via Webcast – will observe a redrawn London skyline. Working with our content partners Geofeedia, we’ve captured a snapshot of social media content generated and sent around ten of London’s leading landmarks during September 2014. And based on the volumes of content – principally in Instagram, Twitter, Facebook and Flickr – we’ve rescaled the London landscape to reflect the relative popularity and social media appeal of each attraction.
In the image, you’ll see that – socially – Tower Bridge towers over the Shard, while Wembley stadium cuts Canary Wharf down to size.
The geofence we threw around Wembley Stadium provided particularly interesting reading. For most of the time, Wembley is dark, generating minimal social content from tourists making a pilgrimage to North West London and the occasional stadium visitor. But it really burst into life on two occasions, once when England played Norway in a friendly football (soccer) international on 3 September, once when the NFL played its annual game in the UK, and the Oakland Raiders entertained the Miami Dolphins in (American) football on 27 September.
Football vs football; the UK vs the USA. What could be more interesting to a social-first comms company, headquartered in San Francisco, with offices across the US, and its first overseas outpost in London? It was too delicious an experiment not to run.
First some context: England vs Norway was a non-competitive friendly after a disappointing World Cup campaign for the hosts, and attracted a record low attendance of 40,181. The NFL game by contrast was a capacity 90,000 sell-out.
Second: an assumption, based on knowledge. US social media users are less concerned about privacy settings than Brits, and even though many in the crowd for Oakland vs Miami were not American in origin, it is generally agreed that most of the folks at the American football game were from the US or with a strong US connection.
During September 2014, a total of 4,740 publicly-viewable posts were captured in immediate environs of Wembley Stadium, 24% on Twitter, 68% on Instagram, and 5% on Facebook; remember that most Facebook users don’t make their posts publicly available. Full details are shown in the table below.
For the England vs Norway game on 3 September, a total of 644 posts were captured, almost 85% on Instagram, with a good smattering of Tweets and Vines too, especially of Wayne Rooney’s penalty, about the only highlight of a pretty tedious game.
For the Oakland vs Miami rubber, with a crowd 225% the size of the soccer fixture, a total of 2,606 publicly-viewable posts were captured, 31% on Twitter and 64% on Instagram. The volume of social content was more than four times as great as during the England-Norway game, with those active at the American football fixture 80% more active than those watching the soccer.
What do we conclude? That American football fans are more socially active than soccer fans? That they’re more laissez-faire about their smartphone privacy settings? That American football is more interesting than soccer? That a once-a-year fixture generates more buzz than a workaday friendly? That a bigger crowd generates mass social hysteria and social media contagion, and that 90,000 American football fans tipped in a way that 40,000 soccer fans didn’t?
Probably a bit of all of the above. What’s compelling about the growing array of tools we have at our disposal including Geofeedia is that we have the opportunity in real time to gather and deploy intelligence about consumer activity that can help shape more meaningful engagement between brands and those they seek to influence. Whether those brands are venues, sponsors, or the Greater London Authority’s tourist board, our hosts this evening.
Table 1. Publicly-viewable social media posts at Wembley Stadium during September 2014
|Wembley 03.09 England vs Norway||644||20||544||17||63||0||0|
|Wembley 27.09 Oakland Raidersvs Miami Dolphins||2,606||809||1,665||106||4||21||1|