Tuesday, January 29th, 2019 | 5 min read
In with the old, in with the new. The 2019 Australian Open was business as usual on the men’s side, with major stalwart Novak Djokovic taking the singles final in straight sets over Big-4 rival Rafa Nadal. In the women’s draw, Naomi Osaka confirmed she’ll be a force for years to come, taking the singles championship in a wild three-setter against Petra Kvitová.
Unsurprisingly, the tournament drew a torrent of social media discussion – both from spectators braving the hot sun in Melbourne and TV viewers posting their thoughts from around the world. In the past, we’ve used Sprinklr technology to analyze topics that dominated the social conversation around big events. We did the same for this year’s Aussie Open, but with a sharper focus on what we saw, as opposed to what we heard.
With 1.7 million tweets posted during the event, and 710.6K of those being image-focused, one can’t ignore the value of visual posts. We tapped into Sprinklr Visual Insights, which allows brands to see which images are gaining traction online – including images featuring their own branding and logos. Let’s take a look at what we captured.
During the Australian Open, Partner companies had a great showing online. In particular, Kia Motors led the pack with 235.4K Earned Engagements – the sum of likes, shares, and comments on Twitter photos that featured the company’s logo in some form or another. This translated to 27.9% of overall brand mentions collected with the #Ausopen hashtag. Emirates was a close second, driving 27.6% of the conversation.
The strong visibility of brand logos throughout the Australian Open is a great example of why companies choose to sponsor events like this one. Using Visual Insights, we can see that these logos are also being shared heavily on social media, reaching hundreds of thousands of users. This new metric can be used as an effective KPI for stadium banner placements and demonstrates the value of sponsorship opportunities.
Of course, the real social stars of the Australian Open were the players, and rightfully so!
The two players who came out on top at the event, also came out on top in social media. Women’s champ Naomi Osaka appeared in the most images (119.3K to be precise), representing 28.4% of the #AusOpen conversation, and Novak Djokovic served up 88.5K images for 21.1% of the conversation.
Some of the most popular images from the Australian Open had little to do with the matches themselves.
At the Australian Open, people from around the world converged in Melbourne to watch the matches unfold. Some of these individuals happen to have huge followings of their own, like Rohit Sharma, vice-captain of the India national cricket team.
This image he shared was the most highly engaged post from #AusOpen, with more than 63,000 likes.
— Rohit Sharma (@ImRo45) January 16, 2019
Naturally, images from the athletes in competition also performed well. Check out this photo posted by men’s champion Novak Djokavic and then retweeted by #AusOpen, which received more than 55K likes
— Novak Djokovic (@DjokerNole) January 27, 2019
And this photo montage from Serena Williams saw almost 38,000 likes.
— Serena Williams (@serenawilliams) January 21, 2019
It’s no secret that knowing your customers plays a huge role in in the success of your business. It starts with Listening and contributing to the conversations happening every day to stay relevant and on-trend. Visual Insights are the next step in keeping a close eye on the ever evolving digital conversation.
Users can set up Smart Alerts to proactively identify which brand images are going viral, and can spot troublesome images associated with their logos. These capabilities allow companies to track the performance of not only their own images, but also user generated content. This makes it easy to see what’s resonating most with online viewers to better inform digital strategies.
As social media becomes more and more image-focused, it’s vital for brands to have a tool that can parse these images — with or without accompanying text. Customers might be sharing images with a company logo but no caption or description. Not being able to see those images means that valuable conversations are being missed. Visual Insights closes the gap.
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