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Donovan Neale-May shares how the CMO Council will be monitoring and measuring the buzz , tone, sentiment and weight of the 2010 FIFA World Cup on the Brand of South Africa.
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The CMO Council is promoting the contest with e-mail marketing to its “tens of thousands” of members, according to Donovan Neale-May, executive director of the group. It is also using social networking Web sites to reach design and advertising schools around the world. The contest's target audience is creative pros, students and digital media aficionados, he added. “The winners will receive a cash prize, a trip to South Africa and rich media solutions to help further the winner's digital repertoire,” Neale-May said.
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South Africa's investment of billions to host this year's World Cup football tournament (June 11-July 11) and the country's story of rapidly growing tourism, trade and economic development success represented a prime inaugural opportunity to deploy the new GeoBranding Center's resources, says CMOC executive director Donovan Neale-May. The basic goal, says Neale-May, is to evaluate how the interaction and content/tone of billions of social media interactions influence country perception. Key determinants of the nation-branding value created by the event and the marketing surrounding it will include effective message management and clarity of brand positioning relative to the vistor/player experience, global media attention and viral online community conversations/content sharing, he points out.
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"The marketing mix is changing dramatically," said Donovan Neale-May, executive director of the CMO Council, a think tank in San Francisco. "You have to be very agile in how you allocate dollars." ...
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