25 September 2014, London: Data from Mindshare Worldwide, the global media agency network that is part of WPP, shows that if this week’s golf battle at the Ryder Cup was powered by social media, Phil Mickelson would be the clear winner, with 19% of share of voice of social media mentions. Interestingly, Rory McIlroy had fewer than 1% of mentions in comments referencing the Ryder Cup – perhaps pointing to him being so much of a brand in his own right that people don’t feel the need to talk about the Ryder Cup when referencing him.
Of the European team, Paul McGinley came highest with 10% of mentions. Overall, the European team have the slight edge in social media mentions with 51% share of voice, versus 49% for team US, from data that tracked more than half a million digital mentions of the Ryder Cup during July 2014.
Norm Johnston, Chief Digital Officer, Mindshare Worldwide, commented: “Whilst the league tables we’ve compiled might not relate directly to ability on the golf course, we do find social media can provide great insights that can be used to help our clients be better prepared and adapt to changing conditions. Through our ‘data war room’ called The Loop, we help global brands to respond to data driven insights, from weather fluctuations to social media trends. This process, which we call adaptive marketing is now a vital part of business decision making.”
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Mindshare is a global media agency network with billings in excess of US$31.4 billion (source: RECMA). The network consists of more than 7,000 employees, in 116 offices across 86 countries spread throughout North America, Latin America, Europe, Middle East, Africa and Asia Pacific. Each office is dedicated to forging competitive marketing advantage for businesses and their brands based on the values of speed, teamwork and provocation. Mindshare is part of GroupM, which oversees the media investment management sector for WPP, the world’s leading communications services group. Visit us at www.mindshareworld.com and follow us on Twitter @mindshare and facebook.com/mindshare and LinkedIn.com/company/mindshare.
GroupM is the leading global media investment management operation. We serve as the parent company to WPP media agencies including Maxus, MEC, MediaCom, and Mindshare. Our primary purpose is to maximize the performance of WPP’s media communications agencies on behalf of our clients, our stakeholders and our people by operating as a parent and collaborator in performance-enhancing activities such as trading, content creation, sports, digital, finance, proprietary tool development and other business-critical capabilities. The agencies that comprise GroupM are all global operations in their own right with leading market positions. The focus of GroupM is the intelligent application of physical and intellectual scale to benefit trading, innovation, and new communication services, to bring competitive advantage to our clients and our companies.