Social Media Case Study in the Middle East

Feb - Dec 2014Digital Boom adigitalboom.com

بالعربي

تشيلسي

Chelsea  Highlights

Chelsea  FC

2014

Total  Growth

2,318,443   10,979,805  

Average  monthly  engaged  users

Total  Engaged  Users

Average  weekly  engaged  users

Average  daily  engaged  users

359,527  986,553  

71,297   Feb Dec

“There  are  milestones  in  a  brand’s  lifetime  

that  has  to  be  remembered”

How  to  maximize  the  benefit  out  of  these  

milestones?

Launch  of  the  Arabic  Page  on  Facebook

Launched  the  Facebook  page  by  a  video  of  Mohamed  Salah,  the  Egyptian  Chelsea  player,  introducing  the  official  launch  of  Chelsea's  Arabic  existence  in  the  

Middle  East.

Celebrating  Mohamed  Salah  Birthday  with  the  Arab  Community

They  asked  the  community  to  celebrate  the  player’s  birthday  by  sending  out  their  greetings  and  complied  some  of  these  greetings  in  a  visual  post  that  ended  out  with  one  of  highest  interactions.    

More  than  20,000  likes  with  473  shares  of  the  post.

Building  Digital  Content

Content  Creation  –  Infographics    

The  main  objective  of  the  info  graphs  is  to  introduce  the  club  history,  achievements  and  statistics  in  an  interactive  and  engaging  way.  

Content  Creation  –  Infographics  

Content  Creation  –  Infographics  

Content  Creation  –  Seasonal  Greetings  

Celebrating  Arabic  occasions  is  one  of  the  important  activities  that  gets  the  club  closer  to  the  heart  of  the  Arabic  Community.  

Celebrating  Ramadan,    a  special  month  of  the  year  for  over  one  billion  Muslims  throughout  the  world.  It  is  a  time  for  inner  

reflection,  devotion  to  God,  and  self-­‐control.

Content  Creation  –  Seasonal  Greetings  

Content  Creation  –  Seasonal  Greetings  Chelsea  is  the  only  international  club  to  celebrate  with  the  Muslim  nation  their  Higri  year  

Articles  circulations  over  10  Arab  news  Portals.  

Engagement  Localized  Content

Celebrating  one  million  Egyptians  fans  from  Cairo.

Engagement  Localized  Content

What  are  your  expectations  for  today’s  match?

In  order  to  create  engaging  content,  the  community  has  to  relate.  This  is  what  should  be  done  when  adopting  a  global  content  calendar.    

Translating  VS  Localizing:  They  had  to  make  sure  that  they  meticulously  stand  on  the  fine  line  between  translation  and  localization  to  ensure  that  the  same  message  is  delivered  in  a  relevant  sense.

Global  Content  Translation

Content  Translation

The  Egyptian  agency’s  comment  on  content  translation:  “Following  our  content  strategy  direction,  we  are  aligned  with  the  Chelsea  team  in  translating  their  international  content  pieces  “

Content  Translation

Content  Translation

Matches  Live  Coverage

The Egyptian agency declares “We  do  not  just  cover  games,  we  try  to  transmit  to  our  fans  the  same  passion  as  if  we  are  covering  from  the  pitch.  We  are  required  to  watch  the  game  rather  than  just  follow  it  via  other  means.  We  support  our  team,  we  feel  that  passion  a  supporter  feels  when  watching  the  game.    

*We  cheer  for  the  goal  ‘after’  we  update.

Matches  Live  Coverage

Matches  Live  Coverage

Content  Monetization  

Chelsea  signs  with  Mobinil  to  Monetize  Content  in  Egypt  

“Our popularity in the region continues to grow, with nearly 2.5 million

followers from Egypt on our Facebook page. Cairo, with approximately half

that figure, is our most heavily populated city for followers in the

world” — Chelsea said

10 months ago, we mentioned that Chelsea has a great opportunity to monetize content & expand in the Arab world especially Egypt, after the

transfer of Mohamed Salah. They need an Egyptian agency to link them to the Egyptian market and that what Chelsea have done recently.

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