Neymarketing – the Neymar effect in the digital sports world: Website and Social Media

0

The media “jewel” that was contracted by the PSG club, leaving Barcelona in a very melancholic way, that in the midst of all this, there is an athlete champion of titles such as State, Brazilian, Libertadores, Champions League, FIFA World Cup and Olympics, accompanied by expressive numbers of assistance and goals through.

Neymar was the most expensive hiring (R$ 820 million) in football history, values ​​represented a new era of investment in football, record in hiring the athlete has an important mission to return all investment to PSG, titles will be important for growth of the club that has never won a Champions League, but return on PSG brand exposure is more important when we talk about money.

In a year, the team will get back everything they invested peacefully. And the PSG brand tends to appreciate between 30% and 40% in a year “, bets Strozenberg, who is former president of the Brazilian Association of Advertising Agencies (Abap) and president in Brazil of the Havas board of directors, one of the largest media groups in the world, in an interview with Valor Econômico.

The athlete has more than 79 million followers in his social networks, a “gain” of influence for brand awareness strategy of the PSG brand in the world, the athlete with greater media potential that the club has had in history, besides the great opportunity of the club can benefit from partnerships with athlete sponsors, a giant list of brands from various categories.

Amid all this pressure, Neymar is again in the midst of a loving relationship with actress Bruna Marquizine. It is the main name of coach Tite for the Brazilian national team for the World Cup in Russia.

What he did not expect was that close to the most important game of his career, between PSG and Real Madrid for the Champions League Round of 32, would get hurt and stay off the pitch for about two months.

Within this scenario, we have the opportunity to understand the power of the Neymar brand in the digital world, we use some analysis tools in different objectives.

Purpose of the Analysis – Problematic
What was the extent of the repercussion in Neymar’s social networks and website with so much controversy related to its name and brand, what is the power of the Neymar brand in the world?

Scenario: Understand the evolution of the volume of mentions and interactions with the brand Neymar on social networks Facebook and Twitter, athlete’s website, after all these events: Dating, Champions League and Grassroots (overcoming).

Neymar brand markings
Number of mentions to the brand Neymar, according to the tool Semrush:

The number of mentions to the mark Neymar in Google has an average volume of 550 thousand searches and one day and 126 million in the last month (January). Growing up a lot in the day two of the announcement of his surgery on account of his bruise on the foot. One of the most discussed news in the world.

Neymarketing - the Neymar effect in the digital sports world: Website and Social Media Rafael Rodrigo Leitao PSG Brazil football sports marketing fox sports stories fox sports foxsportsstories foxsportsstories.com sports management sports business Neymarketing - the Neymar effect in the digital sports world: Website and Social Media Rafael Rodrigo Leitao PSG Brazil football sports marketing fox sports stories fox sports foxsportsstories foxsportsstories.com sports management sports business
Neymar Search Engine Behavior in 2017

In the last 12 months, it is possible to see that the peak of the searches on Neymar happens in August of 2017, where PSG announced the hiring of the athlete. Another peak of access occurred at the end of September with rumors of the return of the relationship with Bruna Marquezine.

In the month of February returns the growth of the mention of the name of Neymar, related to its retuition and spacing of the lawns by two months.
Mentions on Social Networks (Facebook, Twitter, Pinterest) – BUZZSUMO

Through BuzzSumo, we were able to identify which content about Neymar had the greatest impact and sharing results on social networks.
The news about Neymar leaving the FC Barcelona club for PSG was the content with greater Awareness, mainly for its result in Facebook. On Twitter the post with the greatest impact was on the relationship of Neymar and Bruna Marquezine.

Neymarketing - the Neymar effect in the digital sports world: Website and Social Media Rafael Rodrigo Leitao PSG Brazil football sports marketing fox sports stories fox sports foxsportsstories foxsportsstories.com sports management sports business
Neymar brand behavior on Facebook
Period: from February 5 to March 3.

Neymarketing - the Neymar effect in the digital sports world: Website and Social Media Rafael Rodrigo Leitao PSG Brazil football sports marketing fox sports stories fox sports foxsportsstories foxsportsstories.com sports management sports business

As an overview of the work developed on Facebook, Neymar has more than 60 million followers with an average of 0.5 posts per day and engagement of 0.10%.

Neymarketing - the Neymar effect in the digital sports world: Website and Social Media Rafael Rodrigo Leitao PSG Brazil football sports marketing fox sports stories fox sports foxsportsstories foxsportsstories.com sports management sports business

The interactions and engagement of its users are greater in the formats of contents in format of the images and video. With highlight to his post of Santa’s underwear and hat in the Christmas of 2017, in addition to the post that presents phrase of overcoming after the announcement of his retuition and removal of the lawns.

Neymarketing - the Neymar effect in the digital sports world: Website and Social Media Rafael Rodrigo Leitao PSG Brazil football sports marketing fox sports stories fox sports foxsportsstories foxsportsstories.com sports management sports business

According to the post of overcoming is that it had greater growth in the last days and with more interaction, with messages of support to the athlete.
Social Media vs. Website Conversion – Similar Web

The biggest conversion of users to the website (700K hits in 6 months) of Neymar is due to the strategy of Social Media, standing out due to its Instagram with more than 90 million followers (bigger than Facebook with 60M), bigger conversion of users with 64% of all numbers.

Neymarketing - the Neymar effect in the digital sports world: Website and Social Media Rafael Rodrigo Leitao PSG Brazil football sports marketing fox sports stories fox sports foxsportsstories foxsportsstories.com sports management sports business
Twitter accounts for 28% because it is the network with more than 38 million followers, with Facebook ranking third with 4% access with more than 60 million followers. It is evident the weakness of the strategy on Facebook that does not have a high level of convergence, being the social network of the athlete with the second largest number of followers.

Conclusion of the analysis

The data collected demonstrate how much the performance ratio of a football player like Neymar, has direct impact on the numbers of mentions, engagement and access to the athlete’s brand.

In addition to his personal relationship with actress Bruna Marquezine and his contribution playing for PSG. It is evident that the work developed on Facebook with 60M followers, does not necessarily become access to your page, to have access to the complete content.

Being that Instagram has the largest number of access and conversion to the website, being a platform with focus on the image and not noticia.

Notame that the brand Neymar is a global brand, that has direct influence and greater return with Social Media content , mainly with news related to his personal life

Share.