2010 FIFA World Cup Online Media Analysis Refresh

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    2010 FIFA World Cup South Africa

    Changes in Public Perception Mar09 to Mar10

    May 2010

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    | Copyright 2010 Grail Research, LLCMay 2010 2

    Refreshed online media analysis andcompared results to 2009 How haveglobal perceptions of South Africachanged over the last year as the eventdraws near?

    Summarized actions taken by SouthAfrica to address key concerns andprepare to host the historic event

    Online Media Refresh, Mar 2010 Mobile Survey, Aug 2010

    Conducted an analysis of online mediacoverage around the global perceptionsof South Africa hosting the 2010 WorldCup

    Identified key issues facing the countryand developed case examples of howother countries managed publicperception surrounding similar globalevents

    Mobile survey to be conducted in SouthAfrica, Brazil, Germany, China, the US,and the UK pre/post the 2010 WorldCup Analyze the impact of the event on

    South Africa and its performance asthe host nation (how well theyaddress the challenges)

    Coming

    Soon

    Grail Researchs Coverage of the 2010 FIFA World Cup

    Note: Link to report - Online Media Analysis, Mar 2009

    Online Media Analysis, Mar 2009

    http://www.grailresearch.com/pdf/ContenPodsPdf/Online_Media_Analysis_of_the_2010_FIFA_World_Cup.pdfhttp://www.grailresearch.com/pdf/ContenPodsPdf/Online_Media_Analysis_of_the_2010_FIFA_World_Cup.pdf
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    2010 FIFA World Cup South Africa

    Executive Summary

    South Africa seems to have made significant progress in turning around public perceptions on its ability to host the2010 FIFA World Cup. This is a unique opportunity for the country. We wish South Africa the best of luck and will be

    back with more analysis in August after the event

    The 2010 FIFA World Cup is a historic event for South Africa and the African continent. It is the first event ofits kind to be hosted by an African nation

    South Africa invested more than $3.7 Bn to construct and renovate stadiums, upgrade infrastructure, andcreate a safe environment for the games and the estimated 450,000 spectators

    Grail Research conducted an analysis of global online media sources in March 2009 to understand theperception of South Africa as the 2010 FIFA World Cup host nation

    Key issues observed were: Security Concerns, Infrastructure Readiness and Impact on Tourism

    Through a refresh of the online media analysis in March 2010, we observed significant improvement inpublic perception. This may be attributed to actions taken by the country in preparation for the event

    South Africa has taken a number of steps to strengthen security and has received international acclaimfor the measures put in place for the event

    10 stadiums for the 2010 World Cup matches are complete (or close to completion); South Africa hasexpanded and upgraded its airport capacity and road-transport infrastructure to accommodate the influxof tourists

    The International Marketing Council of South Africa and South Africa Tourism have launched multiplecampaigns to promote the 2010 FIFA World Cup along with tourism for the region

    The FIFA Confederations Cup in June 2009, a preliminary event, was a success and South Africademonstrated to the world that it is ready for the World Cup

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    Table of Contents

    Online Media Analysis the Approach

    Analysis of Key Issues Related to the 2010 World Cup

    Steps Taken by South Africa to Address the Key Issues

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    We have conducted several online media studies

    across sectors, in the past:

    1. Analysis of user/expert opinion on a new web browserwithin the first week of launch

    2. Analysis of user/expert opinion of a new mobile product togauge its reception and success in the market

    3. Similar studies in other research areas including:

    healthcare, beverages, automobiles and technology

    Provides organizations with:

    1. Immediate and real-time public reactions to an event/issueat a global level

    2. Insight into the most significant areas of public concernregarding an event/issue

    3. Longitudinal view of the change in perception over time

    1. Gain insight into public perception about an event/issue

    2. Deepen the understanding of public perception on the basisof regions or themes

    Listen and learn through online media to gain insight into public perception about an issue and track itlongitudinally over time

    What can be learned by analyzing online media?

    ONLINE

    COMMUNITIES

    PRODUCT

    REVIEWS

    B LOGS FORUMS

    EDUCATION SOCIAL

    NETWORKING

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    Our Approach to Analyzing Online Media

    Conducted research across blogs and otheronline media sources related to the 2010

    FIFA World Cup Reviewed ~4,000potentially relevant articles to select andanalyze about 200

    Focused analysis on English-based sources

    Considered articles between March 2009 March 2010 for the refresh (the March 2009analysis considered articles betweenJanuary 2008 February 2009)

    Objective: Analyze online media to evaluate public perception of South Africa as the 2010 FIFA World Cuphosting nation

    Compare and AnalyzeSearch Categorize

    Categorized comments, opinions andreviews into different themes

    Iterated to refine these themes into finalcategories, namely security concerns,infrastructure readiness, impact ontourism and political agitation risk

    Compared data within each categorybetween the March 2009 study and the

    current study for interesting shifts andinsights

    Identified actions taken by South Africa thatmay have had an impact on the globalperception

    Number of unique URLs onthe Web

    # of sources visited and

    reviewed

    # of sources usedfor final analysis

    ~2MM**

    ~4,000

    200

    ~1 Tr*

    # of sources discussing World Cup2010

    Note: *Data as of July 2008 from Googles off icial blog; **Number estimated using Google search engine

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    Table of Contents

    Online Media Analysis the Approach

    Analysis of Key Issues Related to the 2010 World Cup

    Steps Taken by South Africa to Address the Key Issues

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    Global perception of South Africa hosting the 2010 World Cup has improved over the last year. People aremore confident about security arrangements and infrastructure readiness the two biggest issues observedin the March 2009 study

    Mar 10Mar 09

    -100% -50% 0% 50% 100%

    Impact on Tourism 67%-33%

    Infrastructure Readiness

    Security Concerns -57%

    -53%

    43%

    Overall

    47%

    -52% 48%

    Total # of Opinions (121)

    -23%

    -100% -50% 0% 50% 100%

    Total # of Opinions (95)

    -56% 44%

    -70%

    -58%

    77%

    42%

    30%

    Positive Opinions

    Negative Opinions

    Analysis of Key Issues

    Summary

    Source: Grail Research Analysis of Various Blogs, Forums and Articles

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    Mar 09(# 46)

    Mar 10(# 69)

    South Africa has taken several measures to boost security during the World Cup. They will have in place a

    dedicated police force of 41,000 officers, 40 helicopters for aerial surveillance, special riot police teams and a

    24x7 multi-lingual hotline

    Interpol, the global police organization, has given its assurance that the strictest security measures are in

    place for the 2010 FIFA World Cup in South Africa MediaClubSouthAfrica.com

    South Africa successfully hosted the 2009 FIFA Confederations Cup and other sporting events (the 2009

    Indian Premier League) without any security lapses or issues

    Analysis of Key Issues

    Security Concerns

    Source: Grail Research Analysis of Various Blogs, Forums and Articles

    Actions Taken by South Africa to Address Security Concerns

    Crime will increase during WC

    SA has serious security concerns

    Current security situation is not very bad

    Increased security will ensure safety

    -75%

    -60%

    -45%

    -30%

    -15%

    0%

    15%

    30%

    45%

    -13%

    -43%

    29%

    15%

    -11%

    -58%

    20%

    11%Pros

    Cons

    There is no need for anyone to be afraid of coming to South Africa to watch or play in the World Cup. I believeit will be a fantastic experience (January 2010)

    Years of security planning for the World Cup in South Africa mean there is little chance of a surprise attacksimilar to the one on Togo's soccer team at the African championship in Angola (January 2010)

    Fans will be vulnerable no matter how much the South Africans beef up their security and even one life lostwill spell disaster for the World Cup (January 2010)

    The biggest problems that fans will face in South Africa are violent crime from th